Please describe your proposed solution

THE PROBLEM TO BE SOLVED

The iterative and innovative nature of the project Catalyst means that the members involved need to keep constantly updated on changes.

Keeping up to date can be a problem, as it requires proposers, reviewers and other Catalyst members to navigate through a lot of scattered information and different channels, which can be overwhelming.

The constant changes in guidelines for submitting proposals, participating as reviewers and in other roles make many Catalyst members feel lost

SOLUTION AND WHY WE ARE SOLVING THIS WAY

The purpose of this project is to onboard new entrepreneurs, developers, reviewers and Catalyst members to the Cardano ecosystem through project Catalyst.

The focus of our project will be expansion and support of the Brazilian and Portuguese-speaking communities, but our mentoring team will not avoid providing mentoring services to the global community (in English) in cases of need.

The Brazilian community of entrepreneurs, developers and Catalyst members is still relatively small compared to the global community or LATAM itself.

This low participation is not just due to lack of interest, in fact there are many people interested in the Cardano ecosystem in Brazil, but many of these people do not have adequate support.

This proposal will attack the onboarding problem on different fronts.

To ensure visibility, we will carry out specific marketing campaigns and leverage networking at events/meetups to expand the project's reach and prevent the service from having a low reach.

We will create a series of videos, tutorials and documentation to onboard new members in a scalable way.

Some people demonstrate difficulty to learn only from documentation, tutorials, videos and recorded material, so it is important to offer 1-1 mentorships in order to guide new members in a customized way to solve questions and edge cases that the tutorials could not solve and to offer feedback on proposals.

Please define the positive impact your project will have on the wider Cardano community

Project Catalyst needs since its inception more mentors and content curators to instruct Catalyst members about how to participate on project Catalyst in different ways. create proposals according to current guidelines, this can be seen by the large number of draft proposals submitted throughout Catalyst and the large number of support requested from Catalyst community members, including members participating in this proposal. We, as a team, have already provided support to dozens of people interested in mentorship, feedback for improvement in their proposals and to understand how to participate in Catalyst in general. So far this service has been done on a voluntary basis.

This proposal intends to make the team focus on supporting Catalyst proposers and members and be able to scale the process and maintain good quality.

The challenge brief establishes mediation as a type of proposal that fits within the scope of this challenge and establishes that there is room for other ideas within products and integrations in the excerpt: "Many others!".

The service offered in this proposal is to offer mentorships, which are also monetizable products, so I see that the challenge embraces this type of concept as well.The impact of this proposal can be seen by:

CONTENT AND SOCIAL MEDIA METRICS

Subscribers

Views

Likes

Shares/Retweets

Comments

Impressions

MENTORSHIP METRICS

Number of new entrepreneurs onboarded on Fund 11 and Fund 12

Number of new developers onboarded on Fund 11 and Fund 12

Number of new reviewers onboarded on Fund 11 and Fund 12

Number of new general Catalyst members onboarded on Fund 11 and Fund 12

Number of proposals created by onboarded proposers/developers on Fund 11 and Fund 12

Number of proposals approved by onboarded proposers/developers on Fund 11 and Fund 12

Number of proposals funded by onboarded proposers/developers on Fund 11 and Fund 12

Creation/Approval/Funding ratios of the proposers/developers

Qualitative feedback forms from mentorships

MENTORSHIP KPIs

25 new members (proposers/reviewers) onboarded to Catayst through mentoring.

More than 50% participation of Brazilian clients in mentorships

More than 60% participation of Portuguese speaking clients in mentorships.

DIGITAL MARKETING METRICS

Views

Clicks

CPC (Cost Per Click)

Leads

CTR (Click Through Rate)

DIGITAL MARKETING KPIs

CPC (Cost Per Click) otimized < $0,30

CTR (Click Through Rate)> 1.5%

500 Leads

Mentorship of 10 clients through digital marketing

15 mentorships through digital marketing

NETWORKING/EVENTS METRICS

Numbers of customers acquired through attendances

Number of customers acquired through events/meetups

Number of customers acquired through events/meetups

NETWORKING/EVENTS METRICS KPIs

Mentorship of 10 clients through events/networking

15 mentorships through networking

[IMPACT] Please describe your plans to share the outputs and results of your project?

Answer:

The introductory videos and tutorials for onboarding new members will be recorded and will be accessible on YouTube.

There will be a Gitbook with translated documentation(Portuguese) and tutorials needed to guide Catalyst members through Fund 11, this Gitbook will be updated in Fund 12.

Our content and services will be shared on different social media such as Twitter, YouTube and Facebook to increase the reach of mentoring services.

The marketing testing campaigns will occur during Fund 11.

Mentorships can be scheduled from the moment this proposal is funded, as we already have clients and this service is already being conducted on a voluntary basis. Mentorships can be scheduled until the day of finalization of proposals in Fund 12.

What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

The team already has experience with mentoring and feedback for proposers, we have already assisted dozens of proposers to adapt proposals to the Catalyst guidelines and several of these proposers were funded by the Catalyst project, projects such as:

Indigo Protocol

Minswap

Axo (former Maladex)

DeFi School

ENCOINS (former Cardano Mixer)

Stakeboard

Our Team have experience developing and translating guidelines and educational content tô onboard new members.

What are the key milestones you need to achieve in order to complete your project successfully?

Milestone 1: Milestone 1 - Month 2 - Completion 30% - Cost 30%

M1 - Outputs

(A) Social media profiles

(B) Website created

Content Creation

Milestone 1 - Month 2 - Completion 30% - Cost 30%

M1 - Acceptance Criteria

(A) Social media profiles created

(B) Gitbook

(C) Website

(C) Content Creation

In order to generate visibility and attract the desired target audience to capture Leads for mentoring, it will be necessary to create educational and explanatory content about the project in question. Therefore, the first step wiMilestone 1 - Month 2 - Completion 30% - Cost 30%

M1 - Acceptance Criteria

(A) Social media profiles created

(B) Gitbook

(C) Website

(C) Content Creation

ll focus on the creation and editing of content including videos and texts to be disseminated on social media.

In addition to creating webpages on social media platforms so that the contents are disseminated, we will also create a website with educational Gitbook to attract and enlighten the interested public, in addition to a website Landing page to capture forms (Leads).

Each page will have a goal, whether to educate, instruct or attract people interested in participating in mentorships. These pages will turn into sponsored links for online advertising.

Milestone 2: Milestone 2 - Month 4 - Completion 60% - Cost 30%

M2 - Acceptance Criteria

(A) Dissemination of content

(B) 10 presentations/ networking events

(C) 20 mentorships completed

M2 - Acceptance Criteria

(A) Dissemination of content

After the first stage of content creation, they should be boosted through online ads to generate more visibility and engagement. Note: A first investment will be required for these ads to purchase and collect data and feed the pixel of the ad platforms to find qualified target audiences. $500 will be used for this on the Facebook Ads/Meta Ads platform. This value includes the dissemination of "nuggets" (videos of content) on Facebook to create "lookalike" audiences and initial campaigns in the ABO and CBO format, tests by audiences of interest, lookalike audiences and creatives.

$250 will be used for Ads on the Google Ads platform, divided into 2 (two campaigns), one to make the pixel smart, and the other to optimize for an even more qualified audience.

In this first phase of Investment in Ads, a total amount of $ 750 will be required.

After the dissemination of online content via advertisements, data material and engagement metrics will be used to find the ideal Audience.

Professionals involved:

Traffic Manager $49 per hour

(B) 10 presentations/ networking events

(C) 20 mentorships completed

Milestone 3: Milestone 3 - Month 5 - Completion 90% - Cost 30%

M3 - Acceptance Criteria (This stage depends on the start of Fund 12)

(A) Content update for Fund 12 new guidelines

(B) 15 presentations/ networking events

(C) 40 mentorships completed

(D) Finding the ideal ta

rge audience

M3 - Acceptance Criteria (This stage depends on the start of Fund 12)

(A) Content update for Fund 12 new guidelines

Any Fund 12 guideline changes will be updated in our content as well.

(B) 15 presentations/ networking events

(C) 40 mentorships completed

(D) Finding the ideal targe audience

For this task, we will use audiences segmented by interests and similar (lookalikes). In addition to doing a study on interests, age, region, general demographic information and behaviors about the

ideal target audience, we will use the information and metrics available from Sponsored Content engagement to generate a highly qualified audience through the Algorithm's intelligence tools present on the platforms we will announce.

Let's take advantage of all the data from the disseminated content to generate qualified audiences.

Professionals involved:

T

raffic Manager

Marketing analystE) Optimize creatives and qualified audiences

After creating Qualified Audiences for ads, we will perform optimization through testing on ads,

Engaging different creatives/video ads to see which ones perform best among eligible audiences in terms of cost and outcome.

At this stage, it will also be analyzed which will be the best audience among the lists created on the ad platforms to use in online advertising campaigns.

Finding the best qualified and creative audiences with higher performance and engagement, campaigns/ads

online will be more accurate in the project's objective, in terms of capturing the right people (qualified leads).

Optimization and testing involving qualified audiences and different creatives also serves to optimize costs, on what will bring more results at the lowest cost.

In this way, we will make available all the metrics of these tests in question of the online ads through data provided by the platforms or through the software used for thia purpose

Final Milestone: Milestone Final - Month 7 - Completion 100% - Cost 10%

MFINAL - Acceptance Criteria

(A) 30 Catalyst onboarding mentorships completed

(B) 30 Feedback mentorships for proposal standardization completed

(C) 100% of the in person events completed

(D) Establishment of the final tar

get audience

.Final report of submitted marketing campaigns and target audience data.

The milestones established in this proposal are being counted from the receipt of the first batch of funds recei

ved.

Who is in the project team and what are their roles?

Rodrigo Pacini - Mentorship and Project management

Has participated as Veteran Community Advisor/Veteran Proposal Assessor/Reviewer Level2 and Moderator on Project Catalyst since Fund2. Mentorship of proposers in Catalyst. Participation in the development of guidelines and processes for quality assurance processes in the review stage of Catalyst. Former Cardano Ambassador Moderator. Economics, blockchain and DeFi research since 2018. Btech degree in Naval Construction. LinkedIn,Twitter.

Kamille Kogut - Digital Marketing Analyst

Joined the Marketing space in 2017. Partner at Telemidia since 2020. Extensive experience in various sectors of digital marketing. Developing projects for companies and people who want to put their ideas into practice, involving them in solid business with her knowledge and qualified team. Traffic management for Fintech Pág consortium to capture leads on Google, Facebook and Instagram. Analysis and optimization of metrics for better performance in online advertisements, Creation of persuasive scripts for business

. Linkedin

Please provide a cost breakdown of the proposed work and resources

GITBOOK DOCUMENTATION, GUIDELINES AND EDUCATIONAL CONTENT $1,130

Creation of documentation, translations and content on Gitbook - $500

Gitbook Maintance - 3 hours x $30 x 7 months = $630

SOCIAL MEDIA, CONTENT CREATION AND DIGITAL MARKETING $ 6,120

Telemedia/Marketing Analyst - 5 months x $1,074/month = $5,370

Facebook Ads = $500

Google Ads = $250

NETWORKING AND CUSTOMER ACQUISITION - $4,000:

Presenting in conferences to engaging clients = $200 x 10 events = $2,000

Events, meetups and workshops = $200 x 10 events = $2,000

MENTORSHIPS $7,400

There will be two main types of mentorships.

1) Catalyst onboarding mentorship - $50 per hour x 40 = $2,000

These mentorships are intended to introduce newcomers to the Catalyst project, guiding customers on the way to more information and documentation about Catalyst. These onboarding mentorships are intended to introduce proposers or reviewers on project Catalyst. Each onboarding mentorship will last up to one hour (15 minutes grace period) and will cost $50 per hour.

2) Feedback mentorships for proposal standardization - $180 dollars for a complete mentorship x 30 = $5,400

Each online 1-1 feedback mentorship involves a prior reading of the proposal, estimated at around one hour per proposal, an hour of 1-1 mentoring via Zoom and an hour for creating a report with feedback/guidelines, thus adding up to 3 hours of mentoring work. The cost per hour will be $60 for feedback mentorships. Totaling $180 dollars for a complete mentorship. Each feedback mentorship will last up to one hour (15 minutes of tolerance).

PROJECT MANAGEMENT $6,100

One Time management expenses $1,300

Document SoM development 10 hours * $30 = $300

Proof of Life 4 hours * $25 = $100

Project Close-out Report (PCR) 20 hours * 30 = $600

Project Close-out Video (PCV) 10 hours * 30 = $300

Recurring management expenses $4,800

Online meetings between team members - 10 hours x $30 x 7 months = $2,100

Creating & submitting monthly progress reports - 10 hours x $30 x 6 months = $1,800

Proof of Achievements creation & submission - 10 hours x $30 x 3 events = $900

TOTAL BUDGET $24,750 USD

No dependencies.

How does the cost of the project represent value for money for the Cardano ecosystem?

All hourly rates mentioned in this proposal were based on median hourly rates for free lancers and the respective areas of expertise of each team member. Updated sources of average free lancers hourly rates taken from the following websites:

upwork.com

salary.com

ziprecruiter.com

For budget purposes, this proposal used the ADA/USD price of $0.35 usd/ADA