Yes they need the white paper. The difference in hangover joes and 90% of the start-ups attempting to do an ICO is there white paper will be simple to write. They have established what and who they are. They have a product line, growing distribution and actual revenue coming in already.
So the process for the ICO:
•idea ✔️
•white paper content ✔️
•cap structure
•ICO advisor approval
•establish time frame ( very important aspect )
•investor communication...get the ICO on to promotional network (StartEngine)etc...
•pre sale
• sale