what would it taken for a new coin to break into top 10

So this is a 2 step question. If a new team was developing a new coin, is it possible from scratch to get it into the top 10, is it still possible. Secondly how long do you think realistically to get into 10 in terms of time. What factors would be involved, obviously if the project team was well renowned and pumped in a lot of money then it would be so easy so let's assume not a lot of money and it's a new team is involved. Secondly what features do you think the new coin would need to make it rise quickly into the top 10.