Here are some things that I would expect to see in a normal new scholarly publisher:
1. Subscription to a digital preservation service, such as Portico or LOCKSS.
2. Membership in a professional organization, such as OASPA.
3. Broad statements on policies such as retraction and authorship disputes.
4. More specific journal titles, not broad titles that are basically designed to accept almost everything in the field.
5. Reliance on personal networks other than spam to solicit articles
6. Be clearer and more transparent about the people behind the operation, who are they? Who owns it? What experience and credentials relating to scholarly publishing do they have? What is their business plan?
7. Some sort of innovation, new practice, or covering of a new niche, rather than just jumping on the bandwagon and publishing OA journals like all the others
