Please describe your proposed solution

The problem at hand is that many decentralized applications (dApps) developed within the Cardano ecosystem are not reaching their intended user base, resulting in wasted resources and funding. Despite receiving financial support, these dApps lack the necessary exposure to engage real users effectively. This disconnect highlights a significant gap in user adoption, which we aim to bridge through a targeted marketing approach.

Perception of the Problem

Our perception of the issue stems from extensive analysis of dApps funded through the Catalyst initiative. We have observed that, while the development teams focus on creating innovative solutions, there is often little emphasis on reaching out to potential users. Consequently, these dApps remain underutilized and fail to demonstrate their true value.

<u>Approach</u>

Our approach is to seed 10 promising dApps directly to their target audience in Japan, a market ripe for blockchain adoption. We will leverage our expertise in content creation and social media engagement to promote the benefits of these applications, ensuring they resonate with local users. Our strategy includes:

1. Content Creation: We will develop engaging and informative content tailored to the needs and preferences of Japanese users, highlighting the unique advantages of each dApp.
2. Social Media Campaigns: By utilizing popular platforms like TikTok, YouTube, and Instagram, we will reach millions of potential users, ensuring that the messages are widely disseminated and seen.
3. Targeted Promotions: We will run ads that showcase the best aspects of these dApps, driving traffic and interest among users who would benefit from their functionalities.

<u>Engagement</u>

Our project will engage various stakeholders, including dApp developers, potential users in Japan, and the broader Cardano community. By working closely with developers, we can ensure that our content accurately reflects the dApps' features and benefits. Additionally, engaging users will help us gather feedback and insights that can guide future marketing efforts.

Demonstrating Impact

To prove our impact, we will implement metrics to track user engagement and reach. This includes monitoring video views, shares, and interactions across social media platforms. Additionally, we will collect feedback from users about their perceptions of the dApps, which can provide valuable insights into the effectiveness of our marketing strategies.

Unique Aspects of the Solution

What sets our solution apart is our commitment to targeted marketing that aligns with local culture and preferences. By focusing on Japan, a market that has shown increasing interest in blockchain technology, we can position these dApps for success.

Benefits

This initiative will not only help dApps gain traction but also contribute to the overall growth of the Cardano ecosystem. By increasing user adoption, we support the network's goal of reaching 1 billion users, fostering a vibrant community of engaged users who benefit from innovative applications.

In conclusion, our proposed solution addresses the critical issue of low user engagement for dApps within the Cardano ecosystem. By employing a strategic marketing approach, we aim to ensure these dApps reach their potential, creating value for users and developers alike.

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

Our project aims to create significant positive impacts on the wider Cardano community by driving user adoption of decentralized applications (dApps) and enhancing the visibility of innovative solutions within the ecosystem. This will not only support the developers behind these dApps but also contribute to the overall growth and sustainability of the Cardano network.

Value to the Cardano Community

1. Increased User Adoption: By effectively promoting 10 dApps, we will introduce their functionalities to a broader audience in Japan, ultimately increasing the number of active users engaging with the Cardano ecosystem. This aligns with Cardano's goal of reaching 1 billion users.
2. Enhanced Ecosystem Health: As more users interact with and utilize these dApps, the overall health of the Cardano ecosystem improves. Increased usage leads to more transactions, engagement, and potential new projects being built on the platform, fostering innovation.
3. Real-World Use Cases: Highlighting the real-world benefits of dApps, such as financial transparency and job opportunities, will showcase the practical applications of blockchain technology to users. This can help shift perceptions and encourage broader acceptance of Cardano's solutions in everyday life.
4. Community Engagement: Our project will engage various community members, including developers, users, and influencers, creating a collaborative atmosphere where ideas and insights can be shared. This fosters a sense of belonging and mutual support within the Cardano community.

<u>Measuring Impact</u>

To gauge the success of our project, we will implement both quantitative and qualitative measures:

1. Quantitative Metrics:

• Engagement Metrics: We will track views, likes, shares, and comments on our promotional videos across social media platforms (TikTok, YouTube, Instagram).
• User Feedback: Surveys and feedback forms will be distributed to users after exposure to the content to assess their perceptions of the dApps.
• User Growth: Monitoring the increase in active users for each promoted dApp through analytics tools provided by the developers.

1. Qualitative Metrics:

• User Testimonials: Collecting qualitative feedback through user testimonials will provide insights into the perceived value and utility of the dApps.
• Content Performance Analysis: Analyzing the effectiveness of different content types and messaging strategies will help us refine our approach for future campaigns.

<u>Sharing Outputs</u>

We are committed to transparency and knowledge-sharing within the Cardano community:

1. Regular Updates: We will provide updates on the project's progress through community channels, such as Discord and Telegram, ensuring that stakeholders are informed about engagement metrics and user feedback.
2. Final Report: A comprehensive report summarizing the project's outcomes, including both quantitative and qualitative measures, will be shared with the community. This report will highlight key insights, challenges faced, and lessons learned during the campaign.
3. Webinars and Workshops: We will host webinars and workshops to present our findings and share best practices for marketing dApps effectively. This will help other developers learn from our experience and potentially replicate our strategies.
4. Collaborative Community Initiatives: We aim to collaborate with other Cardano projects to share our outputs, creating an environment of collective growth and support. This can help bridge gaps between various projects and foster stronger community ties.

In summary, our project is poised to have a substantial positive impact on the Cardano community by driving user adoption, enhancing ecosystem health, and fostering community engagement. By measuring our impact through various metrics and sharing our findings openly, we aim to contribute valuable insights that will benefit both current and future projects within the Cardano ecosystem.

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?

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Our team possesses a diverse set of skills and experiences that uniquely positions us to successfully execute this project.

Khanh Dodo (Leader) brings extensive experience in creating engaging and value-driven content, analyzing user insights, and executing successful marketing campaigns. He has built a solid presence across various social media platforms, including TikTok and YouTube, with a strong following of Japanese users. His ability to connect with the target audience ensures effective communication of the dApps' benefits.

Vu Xuan Thanh is adept at producing compelling advertising and entertainment videos, especially in the U.S. market. His understanding of American culture, combined with strong relationships with influential TikTok and YouTube creators, provides a unique perspective on marketing strategies that can resonate with users.

Quoc Tuan specializes in analyzing social media trends, particularly in South Korea, and has a rich background in blockchain. With over four years of experience in the industry and a solid record of video production for social media, he will contribute valuable insights and innovative approaches to our marketing strategies.

To ensure accountability and transparency in managing funds, we will implement the following processes:

1. Budget Tracking: We will maintain a detailed budget breakdown, monitoring expenses in real-time to ensure adherence to the financial plan.
2. Regular Reporting: We will provide regular updates to stakeholders on project progress, including financial reports and performance metrics, to foster transparency.
3. Engagement with the Community: We will actively seek feedback from the Cardano community throughout the project, allowing for adjustments based on stakeholder input.
4. Performance Metrics: We will measure success through quantitative metrics such as user engagement and video views, as well as qualitative feedback from the community.

By leveraging our combined expertise and implementing robust management practices, we are confident in our ability to deliver impactful results for the Cardano community.

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

Milestone 1: Initial Seeding for First 2 dApps

A: Milestone Outputs

1. Content Plan: Develop a comprehensive content plan for 5 dApps, detailing the messaging, target audience, and engagement strategies.
2. Seeding Ads: Create and execute seeding ads for the first 2 dApps, producing 5 videos for each dApp.
3. Video Seeding: Initiate seeding for each of the first 2 dApps, distributing between 10 to 30 videos per dApp.
4. Best Video Selection: Identify and compile a list of the 5 most effective videos for each dApp based on engagement metrics.

B: Acceptance Criteria

1. Completion of a detailed content plan that aligns with the identified target audience for each of the 5 dApps.
2. Production and publication of 5 seeding videos for each of the first 2 dApps, ensuring they are live and accessible on the designated platforms.
3. At least 10 videos must be seeded for each dApp, with the flexibility to extend up to 30, based on performance metrics and audience engagement.
4. Selection and documentation of the top 5 videos for each dApp, based on metrics such as views, likes, and shares.

C: Evidence of Milestone Completion

1. Submission of the finalized content plan document, including outlines for all 5 dApps.
2. Links to the published seeding ads for the first 2 dApps, with engagement metrics (views, likes, shares).
3. A report detailing the number of videos seeded for each dApp, along with the performance metrics collected during this phase.
4. A presentation of the top 5 videos for each dApp, supported by analytical data demonstrating their effectiveness.

By successfully achieving this milestone, we will lay a solid foundation for further seeding efforts and establish a clear pathway for engaging with our target audience in Japan.

Milestone 2: Expansion of Seeding for Additional dApps

A: Milestone Outputs

1. Content Plan Update: Refine and expand the content plan to incorporate strategies for the additional 3 dApps, ensuring alignment with the insights gathered from Milestone 1.
2. Seeding for New dApps: Initiate seeding for the next 3 dApps, producing and distributing between 10 to 30 videos for each dApp.
3. Continued Seeding for Previous dApps: Continue seeding for the previously launched 2 dApps, producing 5 to 20 videos for each.
4. Promotional Ads: Create and run 2 promotional ads for each dApp, focusing on the 2 best-performing videos from Milestone 1 and the new content for the new dApps.
5. Seeding Ads: Develop and execute seeding ads for all 5 dApps, producing a total of 5 videos for each dApp.

B: Acceptance Criteria

1. Completion of the updated content plan, including insights and strategies for the newly added 3 dApps.
2. Successful production and publication of 10 to 30 seeded videos for each of the 3 new dApps, alongside the 5 to 20 videos for each of the 2 previous dApps.
3. Launch of 2 promotional ads for each dApp, targeting engagement based on prior performance metrics.
4. Distribution of seeding ads for all 5 dApps, with a total of 5 videos per dApp made live and measurable.

C: Evidence of Milestone Completion

1. Submission of the updated content plan document, detailing strategies for all 5 dApps.
2. Links to the published seeded videos for the 3 new dApps and updated videos for the 2 previous dApps, along with engagement metrics (views, likes, shares) to measure effectiveness.
3. Documentation of the promotional ads, including performance metrics such as impressions, click-through rates, and audience engagement.
4. A report summarizing the total number of videos seeded for each dApp and an analysis of the performance metrics gathered from these efforts.

By achieving this milestone, we will significantly expand our outreach efforts, ensuring that both new and existing dApps gain visibility and engagement among our target audience in Japan.

Milestone 3: Expansion of Seeding and Promotion for dApps

A: Milestone Outputs

1. Seeding for New dApps: Initiate seeding for the next 5 dApps, producing and distributing between 10 to 30 videos for each new dApp.
2. Continued Seeding for Existing dApps: Continue seeding for the previous 5 dApps, creating 5 to 20 videos for each.
3. Promotional Ads: Create and run 2 promotional ads for each of the 10 dApps, focusing on the 2 best-performing videos identified in previous milestones.
4. Seeding Ads: Develop and execute seeding ads for all 10 dApps, producing a total of 5 videos for each.

B: Acceptance Criteria

1. Successful production and publication of 10 to 30 seeded videos for each of the 5 new dApps.
2. Completion of 5 to 20 seeded videos for each of the 5 existing dApps, ensuring ongoing engagement and content relevance.
3. Launch of 2 promotional ads for each of the 10 dApps, based on insights and performance data from previous milestones.
4. Implementation of seeding ads for all 10 dApps, with a total of 5 videos per dApp made live and measurable.

C: Evidence of Milestone Completion

1. Submission of links to the published seeded videos for the 5 new dApps and the updated videos for the 5 previous dApps, along with engagement metrics (views, likes, shares) for assessment.
2. Documentation of the promotional ads, including performance metrics such as impressions, click-through rates, and audience engagement data for each of the 10 dApps.
3. A report summarizing the total number of videos seeded for each dApp, analysis of their performance, and actionable insights for potential future campaigns.

By accomplishing this milestone, we will effectively expand the reach and visibility of all 10 dApps, ensuring they are well-promoted to our target audience and enhancing their potential for user adoption within the Cardano ecosystem.

Final Milestone: Comprehensive Seeding and Reporting for All dApps

A: Milestone Outputs

1. Seeding for Existing dApps: Complete seeding for all 10 existing dApps, producing 5 to 20 videos for each dApp to ensure maximum visibility and engagement.
2. Promotional Ads: Launch 2 promotional ads for each of the 10 dApps, utilizing insights from previous milestones to select the most effective videos.
3. Seeding Ads: Execute seeding ads for all 10 dApps, producing a total of 5 videos for each, to reinforce brand messaging and drive user interest.
4. Seeding Banners: Create and deploy seeding banners for the 10 best dApps, with a comprehensive banner strategy that includes designs for 2, 3, and 5 banners respectively (25 + 310 + 5*15).

B: Acceptance Criteria

1. Successful completion of seeding for all 10 dApps, with a final count of videos produced ranging from 5 to 20 for each dApp.
2. Launch of 2 promotional ads per dApp, effectively reaching the target audience with measurable engagement metrics.
3. Full execution of seeding ads for all 10 dApps, ensuring that 5 videos per dApp are live and actively engaging users.
4. Delivery and publication of seeding banners for the 10 best dApps, demonstrating creative and strategic alignment with the campaign objectives.

C: Evidence of Milestone Completion

1. A comprehensive report including links to all published videos for each dApp, along with engagement metrics (views, likes, shares, and comments) to evaluate performance.
2. Documentation of the promotional ads, detailing performance data such as impressions, click-through rates, and overall engagement for each ad campaign.
3. Submission of analytics for seeding ads across all dApps, showcasing audience engagement and effectiveness of each video.
4. Presentation of seeding banners with visual examples and metrics on their reach and impact within the target audience.

By completing this final milestone, we will provide a robust overview of the entire seeding and promotional campaign for the 10 dApps, alongside a close proposal report that highlights the project's achievements, insights, and recommendations for future initiatives in the Cardano ecosystem.

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

<u>Project Team and Roles</u>

Khanh Dodo (Team Leader)

• Role: Content Creator &amp; Campaign Strategist
• Responsibilities: Khanh will lead the content creation strategy, analyze user insights, and oversee the advertising campaigns for the dApps. With a strong background in creating engaging content, he will leverage his extensive follower base on platforms like TikTok and YouTube to maximize reach and engagement.

Vu Xuan Thanh

• Role: Video Production &amp; Marketing Specialist
• Responsibilities: Vu will be responsible for producing high-quality video content and ads that resonate with the target audience. His expertise in marketing strategies will be essential in promoting the dApps effectively, particularly leveraging his understanding of cultural nuances in both the U.S. and Japan.

Quoc Tuan

• Role: Social Media Analyst &amp; Content Creator
• Responsibilities: Quoc will focus on analyzing social media trends and metrics to optimize campaign performance. He will also contribute to content creation and work on the production of engaging videos tailored for various social media platforms. With his experience in blockchain and content creation, he will ensure that the messaging aligns with community interests.

Part-time collaborator

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• nguyễn thị lan anh
• hoàng văn hưởng
• In addition to the core members developing the project, there is also a team working overtime. Their job is to mass produce videos based on the content and methods provided by the core team.

<u>Recruitment Needs</u>

• If additional team members are needed, we will seek individuals with the following skills:
• Digital Marketing Specialists: Expertise in social media advertising, particularly in Japan.
• Graphic Designers: To create visually appealing content and ads.
• Data Analysts: To monitor and evaluate campaign performance and user engagement metrics.

<u>Engagement with Relevant Members</u>

• We have already engaged with our team members through direct communication on platforms like Discord and Telegram. Each member is committed to the project and understands their roles and responsibilities.

<u>Proof of Life</u>

• All team members are active participants in the Cardano community and can provide evidence of their engagement through their social media channels and previous work on related projects. Their involvement in this proposal reflects our collective commitment to the project’s success.

This team structure and the proposed roles ensure that we have the right mix of skills and experience to successfully execute our project and achieve our milestones effectively.

Please provide a cost breakdown of the proposed work and resources

The following budget is structured around the key milestones in our project, ensuring a clear and detailed breakdown of costs associated with content planning, seeding, and promotional efforts. Each cost is tied directly to the activities necessary to deliver on the project's goals, and all figures are in ADA (₳).

Milestone 1: Initial Seeding for 2 dApps

• ₳5,000 – Content plan for 5 dApps
• A comprehensive content strategy will be developed for the first 5 dApps to guide video creation and targeted social media campaigns. This involves researching the market, identifying key messaging, and outlining creative briefs for content creators.
• ₳200 – Seeding ads for 2 dApps (5 videos each)
• Launch the first round of ads for 2 dApps, with a focus on delivering engaging content across 5 videos for each dApp.
• ₳400 – Start seeding the first 2 dApps (10-30 videos each)
• Implement the initial seeding process for the first 2 dApps, with 10 to 30 videos each to ensure comprehensive coverage and audience engagement across multiple platforms.

Milestone 2: Seeding for 3 New dApps + Continued Seeding for 2 Existing dApps

• ₳5,000 – Content plan for 5 dApps
• Similar to Milestone 1, this budget will be used to plan content for the next set of 5 dApps, refining the strategy based on feedback and performance metrics from the first phase.
• ₳500 – Promote ads for 5 dApps (2 best videos each)
• Focused promotion of the top-performing videos for each of the 5 dApps, ensuring optimized ad spend and better targeting for higher conversion rates.
• ₳500 – Seeding ads for 5 dApps (5 videos each)
• Seeding ads for the next 5 dApps, with 5 videos per dApp to maintain consistency and visibility in user feeds.
• ₳600 – Start seeding the next 3 dApps (10-30 videos each)
• Roll out seeding efforts for 3 new dApps, each receiving between 10 and 30 videos to maximize user engagement and adoption across multiple social media platforms.

Milestone 3: Seeding for 5 New dApps + Continued Seeding for 5 Existing dApps

• ₳1,000 – Promote ads for 10 dApps (2 best videos each)
• Run targeted ads for the best-performing videos across all 10 dApps, ensuring that the top content reaches a broader audience.
• ₳1,000 – Seeding ads for 10 dApps (5 videos each)
• Seeding ads across 10 dApps with 5 videos each, further boosting their presence on social platforms like TikTok, YouTube, and Instagram.
• ₳1,000 – Start seeding the next 5 dApps (10-30 videos each)
• Begin seeding for 5 additional dApps, allocating between 10 and 30 videos per dApp to create substantial visibility and engagement.

Milestone 4: Final Seeding for 10 Existing dApps + Close-out Report

• ₳1,000 – Promote ads for 10 dApps (2 best videos each)
• Final promotional push for the 10 dApps, using the 2 best-performing videos per dApp to drive maximum reach and engagement.
• ₳1,000 – Seeding ads for 10 dApps (5 videos each)
• Execute seeding campaigns across the 10 dApps, each featuring 5 videos, ensuring continuous exposure and user acquisition.
• ₳11,500 – Seeding banners for 10 best dApps (banners for 25, 310, 5*15)
• Seeding visual banners for the top 10 performing dApps, across a variety of formats and platforms to capture audience attention. This step includes the design, placement, and promotion of banners.
• ₳500 – Final close-out report and video
• Produce and submit a detailed final report and accompanying video to Catalyst, outlining the project’s results, insights gained, and the overall impact on the Cardano community.

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Summary of Costs:

• Milestone 1: ₳5,600
• Milestone 2: ₳6,600
• Milestone 3: ₳3,000
• Milestone 4: ₳14,000

Total Budget: ₳29,200

No dependencies.

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

Budget Justification &amp; Allocation:

• Content Planning: Detailed content plans are critical to ensuring that each dApp's promotional strategy aligns with its target audience, messaging, and goals.
• Ad Seeding &amp; Promotion: The budget for seeding and promoting ads is based on the cost of working with creators, boosting posts, and placing ads across platforms like TikTok, YouTube, Facebook, and Instagram. These costs are structured to ensure each dApp gets significant visibility.
• Video &amp; Banner Production: As video content is the primary medium for promotion, it requires a significant portion of the budget to ensure high-quality, engaging material that resonates with the target audience.
• Close-out Reporting: The project wrap-up, including a report and video, is crucial for transparency, documenting the success and sharing the learnings from the project with the broader Cardano community.

This budget will allow us to execute a comprehensive marketing and seeding strategy, ensuring that each dApp gets the visibility it needs to succeed, while also delivering measurable results to the Cardano ecosystem.