This proposal seeks to renew and expand the ShapeShift DAO's MKBD Workstream for the next six months, starting February 1, 2024. This proposal will:
Essential tasks under the new MKBD team include product copywriting, co-marketing, partnership management, grants, external sales, and general marketing strategy and execution across a global landscape. This approach will save the DAO $93,525 over six months while utilizing existing top talent more efficiently for new market expansion.
This proposal adopts SCP-92 Definition of Workstream Leader.
The Marketing workstream has shown what it can creatively accomplish with a minimal marketing budget for the past year. With the idea of continuing to operate in a lean, mean, and creative spirit, the MKBD team can provide the DAO with more targeted value and efficiency.
MKBD achieved most of our goals while adding and successfully executing new responsibilities.
Total prior labor, marketing, and overhead spending was $154,500 over six months. This proposal increases the monthly MKBD spend by $2,563 (a $15,375 6-month increase) while decreasing total DAO spend by $15,588 per month (saving $93,525 over six months) by eliminating the need for the DAO to fund the Globalization workstream, as some of its existing high-performing members will be wrapped under MKBD.
This effectively saves $93,525 over the next six months一reducing runway burn by $15,588 per month while aligning DAO global and contributors under one leader, increasing the velocity, quality, scope, and accuracy of activations, messaging, and partnerships to align better with Product and Engineering.
MKBD will continue to pursue limited grant opportunities as we saw success in narrowing the scope of grants to a limited set that directly supported the Product and Marketing Workstream roadmaps. Renewing this proposal will allow the existing team to lean into further refining goals and actions based on past learnings.
The DAO will still retain a reasonably globally translated and accessible application, and there will be no unreasonable downtime in keeping the DAO's products and messaging accessible to users around the globe.
The details below expand upon the budget spreadsheet: https://docs.google.com/spreadsheets/d/1QoQKcd_gBHiCk9Qrg-7FDlSXC92mfg5D72Rc_Ui5iYs/edit?usp=sharing
TLDR:
The marketing workstream lead (Hpayne) fully adopts SCP-92 in this proposal. All newly added contributors to the workstream will be tasked with developing their own PIP (Personal Improvement Plan) to help onboard, hold accountable, and grow the team foundationally as the team merges.
These PIPs will accompany a weekly update that is candid, honest, and forward-looking with the spirit of seeking improvement, efficiency, and balance.
Should the PIP be unsatisfactorily followed or executed, the contributor will be informed explicitly of the areas of improvement and given specific steps to improve. If the contributor is not performing satisfactorily, the workstream lead reserves the right to utilize SCP-92 and eliminate the position.
As it stands, the budget includes four full-time contributors:
Additionally, there are two part-time contributors:
TLDR: This budget seeks approval for the commitment of $12,000 USDC and $22,500 FOX for non-recurring costs to be spent judiciously at the workstream’s discretion, should it be required.
This budgetary item is provisional, and any unspent funds will be rolled over into the next proposal cycle to mitigate future budgetary asks.
Any unused funds from any budget category will be kept in the workstream Colony and rolled over into the following proposal.
A separate governance proposal shall be raised if the Marketing Workstream requires more funds.
Core KPI TLDR: The MKBD Workstream will focus on KPIs that directly support the Product and Engineering roadmap and continue to build and proliferate the ShapeShift brand while driving meaningful revenue back to the DAO.
Strategic Marketing Goals Proposal for ShapeShift
Objective: To enhance brand presence, customer base, and overall performance through targeted marketing initiatives aligned with key performance indicators.
I. Expand and Deepen Strategic Partnerships:
II. Boost Transacting User Acquisition:
III. Boost User Acquisition:
IV. Increase Customer Engagement:
V. Optimize Content Impact:
VI. Engage new International Community:
VII. Engage with grant ecosystems:
Marketing labor and spending has the potential to be the most elusive to quantify and qualify within the DAO’s budget, which is why we outlined our goals, spending, and reporting metrics while keeping in mind brevity. Any aspect of these goals, metrics, and activations that do not seem appropriate to serve the needs and goals of the DAO or support the Product and Engineering Workstreams effort should be questioned.
The MKBD effort markets, grows, and sells the ShapeShift product usage and awareness while retaining, strengthening, and enhancing the voice and brand image. Marketing and Business Development exist to scale and create opportunities for the ShapeShift product in dynamic markets.