The creators of any Crypto Coin allocate a certain % of the circulation to go to insiders , advisors, etc. Then they decide how many coins they offer the public. Sometimes the ICOs are are capped , .. the good projects cap the ICOs. They idea is to get the coin distributed to as many people as possible which adds to the security of the Blockchain which the coin supports. The bad projects "money grabs" don't cap the ICO top end nor do they cap the amount each investor can buy.

To make a long story short, you can do whatever you want with an ICO and there is no regulating body currently. China banned ICOs this summer which caused a flash crash but everything bounced right back. The Sec has already closed a few scams and they are watching closely.

I think HJOE is thinking along the lines of allocating HJOE coins based on your percentage of HJOE stock, then open the rest for the public once the ICO opens. They have to come up with a clever idea which gives the HJOE coin value as you are investing in the Blockchain at that point and not the current company.