Initially, I look at a lot of companies and research the CEO. I look at his past accomplishments and make a determination if he or she will bring that experience to the new company. I try to find start-ups with potential in the .001--.002 range, although that's not a steadfast rule.
Then I dig further into the company to see if what they have going has the near-term potential for growth. A little hype helps too :-0.
In the case of ONCI, it was an easy call after DD-ing Berman's past and looking at the products they have now. The share reduction sealed the deal for me.