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Threshold Marketing Guild

Q3 budget proposal

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Marketing Guild Q3 budget proposal

  • Goals
    • Mission: support dev teams’ marketing, growing our network of contributors to Threshold DAO, onboarding new members, educating on Threshold’s value, services and use cases and more
    • Q3 OKRs: Support Increase in Stakers, Build Education, Amplify Community Growth, Create MG Infrastructure
  • Process
    • Reflected on evolution of guild & DAO: from teams + unpaid volunteers > compensation & more community involvement
    • Reviewed Threshold goals, our current activities & additional ones needed to support OKRs
    • Discussed in several Committee calls, as well as MG open sessions
    • Surveyed Committee: priorities, overall budget amount, allocation
  • Recommendation (draft budget detail starts on p4)

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Rationale for Q3 budget of $125k

  • Balances OKR execution & current bandwidth
    • We could justify higher spend request, but we want to execute on this one first
    • Total budget, category & item costs are projections, not required spend
    • We’ll continue to recommend & spend what we can effectively execute (+ feedback)
  • $125k for Q3 annualizes to $500k
    • Current & potential size of Threshold ecosystem is massive
    • We have aggressive market share goals for tBTC, plus PRE, etc.
    • Projected/potential revenue from products on Threshold
    • Budget request is ~0.1% of current T token’s market capitalization
  • Combines top-down & bottom-up projections
    • Realistic at this stage to have bottom-up figures for “sourcing”, top-down for others
    • Marketing Guild transparency; will provide updates on spend & results

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Budget categories & their weighting

Educational Materials (21%)

$26,750

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Content (15%)

$19,200

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Campaigns/Events (27%)

$33,500

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Administration (8%)

$10,000

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Discretionary - for opportunities not forecasted (28%)

$35,000

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Total proposed Q3 Marketing Guild budget

$124,450

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Budget detail: Educational Materials

Educational Materials (21% of total budget)

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Educational Video Creation

$12,750

Educational Video Animation & Graphic Services - external

$4,000

tBTC v2 launch materials

$10,000

CATEGORY TOTAL

$26,750

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Budget detail: Content

Content (15% of total budget)

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Technical Writer for Blog Content - 20 hours/month

$4,200

Between Two Keys videos (Travel, Video Production, Post)

$10,000

Content contributors: newsletter, "Meet the DAO", etc. - 30 hrs./mo.

$5,000

CATEGORY TOTAL

$19,200

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Budget detail: Campaigns & Events

Campaigns & Events (27% of total budget)

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PRE Use Case Competition

$5,000

Community Bounties (e.g. Layer 3)

$6,000

Discretionary Travel Budget for Events (i.e. ETHMX, ETHNY, or ETHCC)

$5,000

tBTC v2 promotion

$10,000

Media Placement/PR - time to contact outlets, evaluate decks, funds to pay

$7,500

CATEGORY TOTAL

$33,500

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Budget detail: Administration

Administration (8% of total budget)

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Discretionary budget for additional Committee hours

$5,000

Expertise - limited external consultation to increase our efficiency, reach (e.g., SEO expert)

$5,000

CATEGORY TOTAL

$10,000

General Discretionary - for opportunities not forecasted $35,000

(To have more ability for new things or to amplif ones that work well and/or cost more than projected.)