Investors need to take your ICO seriously before you can think about sending it to the market. It isn’t rocket science. People are trading in cash for a percentage of your project’s tokens, so you’ve got to make the trade seem worthwhile. Building a brand or utility is one thing, but you also have to maintain the roadmap you have in place.

If you’ve been telling people that your ICO is going to change the way people purchase products with cryptocurrency, but have no actual tool to offer, investors will be wary. Not only that, but you likely won’t meet your monetary goals. As such, you won’t get that final push into the cryptocurrency market and will have done all that work for nothing.