One of the most difficult things is how to price your tokens.
Traditionally ICO whitepapers published their token to ETH price. However with the volatility of ETH this is no longer a good idea.
As an example in the Gibraltar Exchange, the Rock Token (RKT) sale did their Preico sale in USD and therefore did not have to set the ETH to token price.
They did announce the time and date that they would set the ETH to RKT.
Below is an extract from their announcement:
The other important point to note here is to publish the official accounts that token sale buyers can get information on.