Please describe your proposed solution

Our project addresses a significant problem within the Cardano ecosystem: despite the development and funding of numerous decentralized applications (dApps), there is a persistent lack of real user engagement. This not only leads to wasted resources but also undermines the potential impact these dApps could have in enhancing the lives of their intended users.

Perception of the Problem

We perceive this issue as twofold: first, there is a disconnect between the dApp developers and the target user base, and second, there is insufficient awareness about the practical benefits that these applications can offer. This results in a lack of active users, which in turn hampers the growth and sustainability of the dApp ecosystem on Cardano.

<u>Approach</u>

Our approach is to implement a comprehensive seeding strategy aimed at reaching 2 million potential users in South Korea through social media channels. By focusing on engaging content that highlights the tangible benefits of dApps—such as job opportunities, financial transparency, and educational utilities—we aim to create a strong connection between the dApps and their potential users.

This method allows us to prepare the groundwork for deeper marketing efforts in the future, ensuring that users are not only aware of the applications but also understand how these tools can enhance their daily lives.

<u>Project Engagement</u>

Our project will engage multiple stakeholders, including:

• dApp Developers: Who will gain insights into their target market and user engagement strategies.
• End Users: Individuals in South Korea who will benefit from the practical applications of the dApps.
• Cardano Community: By increasing user adoption, we contribute to the overall growth and sustainability of the Cardano ecosystem.

<u>Demonstrating Impact</u>

To demonstrate our impact, we will utilize metrics such as:

• Engagement rates on social media (likes, shares, comments)
• Increased user registrations or interactions with the dApps (tracked through referral links)
• Feedback from users about their experiences and perceptions of the dApps

<u>Uniqueness of Our Solution</u>

What sets our solution apart is our focus on the local market of South Korea, leveraging specific cultural insights to tailor our messaging and outreach. Unlike traditional marketing methods that often overlook localized strategies, we are committed to understanding the unique needs and preferences of our target audience.

<u>Beneficiaries</u>

The primary beneficiaries of our project will be:

• dApp Developers: Gaining direct access to a larger user base, thus enhancing their project’s viability.
• End Users: Who will find innovative solutions to their real-world problems through the dApps.
• Cardano Ecosystem: As we drive towards the goal of 1 billion users, increased engagement will foster a more vibrant community and elevate Cardano's position in the blockchain landscape.

<u>Importance to Cardano</u>

• This project is crucial for Cardano as it not only seeks to increase user adoption of dApps but also aligns with the overarching goal of building a sustainable and diverse ecosystem. By fostering real-world applications and user engagement, we contribute to the long-term success and reputation of Cardano as a leading blockchain platform.

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

Our project aims to create significant positive impacts on the broader Cardano community by enhancing user engagement with decentralized applications (dApps), driving user adoption, and ultimately contributing to the ecosystem's growth and sustainability.

<u>Value to the Cardano Community</u>

The success of our project will bring value to the Cardano community in several ways:

1. Increased User Adoption: By effectively seeding and promoting dApps to a targeted audience, we will facilitate a greater number of users engaging with these applications, thus enhancing their practical utility and relevance.
2. Enhanced Visibility for dApps: Through our marketing efforts, we will raise awareness of the diverse functionalities and benefits that dApps offer, allowing them to capture the attention of potential users who may not have been aware of these innovations.
3. Strengthened Ecosystem: As more users interact with dApps, the overall health of the Cardano ecosystem will improve. This engagement will lead to valuable feedback for developers, fostering a culture of continuous improvement and innovation.
4. Community Growth: By building a robust user base, we will contribute to the expansion of the Cardano community, paving the way for more collaborations, partnerships, and knowledge sharing among users and developers.

<u>Measuring Impact</u>

We intend to measure our project's impact through both quantitative and qualitative metrics:

• Quantitative Metrics:
• Engagement Metrics: Track the number of views, likes, shares, and comments on our promotional videos across social media platforms.
• User Registration Metrics: Monitor the increase in user registrations and interactions with the dApps using unique referral links.
• Analytics Tools: Utilize tools like Google Analytics and social media insights to gather data on user behavior and demographics.
• Qualitative Metrics:
• User Feedback: Collect testimonials and feedback from users about their experiences with the dApps and how they have benefited from them.
• Surveys and Interviews: Conduct surveys or interviews with users to understand their perceptions of the dApps and areas for improvement.

<u>Sharing Outputs</u>

To ensure transparency and knowledge sharing within the Cardano community, we will:

• Publish Reports: Create detailed reports summarizing our findings, metrics, and overall impact, which will be made publicly accessible through our project website and relevant Cardano community forums.
• Present at Community Events: Share insights and results through presentations at Cardano community events, webinars, and online meetups, fostering discussions around user engagement strategies and best practices.
• Engagement on Social Media: Regularly update our social media channels with progress reports, success stories, and valuable insights to keep the community informed and engaged.
• Collaboration with Other Projects: Establish partnerships with other Cardano projects to share best practices, leverage their networks, and amplify the impact of our findings.

<u>Conclusion</u>

By focusing on user engagement and promoting dApps to a broader audience, our project will not only drive immediate benefits for the participating dApps but also contribute to the long-term growth and sustainability of the Cardano ecosystem. The insights and data generated from this project will serve as valuable resources for both current and future projects, enhancing the overall value and strength of the Cardano community.

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 the necessary expertise, experience, and resources to deliver this project with high levels of trust and accountability. The combined skills and backgrounds of our team members position us uniquely to tackle the challenges presented in seeding dApps and engaging users effectively within the Cardano ecosystem.

Expertise in Blockchain and Marketing:

• Our leader, Quoc Tuan, has over four years of experience in the blockchain industry and has been an active member of the Cardano ecosystem since Fund 4. His proficiency in social media analysis and content creation ensures that our marketing strategies are data-driven and tailored to the target audience.
• Khanh Dodo brings significant experience in content creation and advertising, particularly in understanding user insights and executing effective campaigns. His established presence on platforms like TikTok and YouTube will enhance our outreach capabilities.
• Vu Xuan Thanh’s background in creating engaging video content for the U.S. market adds another layer of expertise to our team, allowing us to draw upon diverse marketing strategies that resonate with different audiences.

Proven Track Record:

• Our team has successfully evaluated and provided feedback on numerous projects within the Cardano Catalyst ecosystem, which demonstrates our ability to assess projects critically and offer constructive insights.
• We have experience in planning and executing marketing strategies on social media platforms, ensuring that we can deliver impactful content that engages users effectively.

Feasibility of the Approach

To validate the feasibility of our approach, we will follow these steps:

1. Market Research: Conduct thorough research on the South Korean market to identify user preferences and behavior patterns related to dApps, ensuring that our strategies are aligned with the target audience's needs.
2. Pilot Testing: Implement pilot campaigns for a select number of dApps to gauge engagement levels and user feedback. This will provide valuable data to refine our approach before a full-scale launch.
3. Continuous Monitoring and Adjustment: Establish key performance indicators (KPIs) to assess the effectiveness of our marketing campaigns continually. By monitoring these metrics, we can make real-time adjustments to improve our strategies and ensure maximum engagement.

<u>Trust and Accountability in Fund Management</u>

To manage funds with high levels of trust and accountability, we will implement the following processes:

1. Transparent Budgeting: Develop a detailed budget outlining the allocation of funds for various activities, including advertising, content creation, and community engagement efforts. This budget will be made available to stakeholders for review.
2. Regular Reporting: Commit to providing regular updates to stakeholders on fund utilization, project progress, and impact metrics. These reports will include a breakdown of expenses and an assessment of the effectiveness of our strategies.
3. Third-Party Audits: Consider engaging a third-party auditor to review our financial records and project outcomes, ensuring transparency and accountability in fund management.
4. Community Engagement: Foster open communication with the Cardano community, allowing them to voice concerns and provide feedback on our project. This will help build trust and ensure that we remain accountable to our stakeholders.

<u>Conclusion</u>

With a dedicated and experienced team, a clear plan for validating our approach, and robust processes for managing funds, we are well-positioned to deliver this project effectively. Our commitment to transparency and accountability will not only enhance trust within the Cardano community but also ensure that we achieve our goal of driving user engagement and fostering the growth of the ecosystem.

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

Milestone 1: Initial Seeding for 2 dApps

A: Milestone Outputs

1. Seeding Strategy Document: A comprehensive strategy document outlining the approach for seeding the two selected dApps, including target audience analysis, content themes, and engagement strategies.
2. Content Plan: A detailed content plan that specifies the types of videos to be produced, including titles, descriptions, and key messages for each dApp.
3. Production of 10-30 Videos: Creation and publishing of 10-30 videos for each dApp across TikTok, YouTube, and other relevant social media platforms, promoting the unique benefits and functionalities of the dApps.
4. Performance Report: A report detailing the initial engagement metrics for the videos, including views, likes, comments, and shares.

B: Acceptance Criteria

1. Strategy Document Approved: The seeding strategy document must be approved by key stakeholders before video production begins.
2. Content Plan Finalized: The content plan should be finalized and agreed upon, detailing the specific messages and formats for the videos.
3. Video Production Completed: A minimum of 10 videos must be produced and published for each dApp, totaling at least 20 videos.
4. Engagement Metrics Collected: A performance report must be generated, showing the engagement metrics for the videos produced, with a minimum of 1,000 total views across all platforms.

C: Evidence of Milestone Completion

1. Approved Documents: Submission of the finalized seeding strategy document and content plan, with signatures from key stakeholders.
2. Video Links: A compiled list of links to all published videos on TikTok, YouTube, and other platforms, demonstrating the reach of the content.
3. Engagement Metrics Report: A detailed report with screenshots or analytics data showing the engagement metrics (views, likes, comments, and shares) for each video, compiled in a Google Sheet for transparency.

Milestone 2: Expanded Seeding for 3 Additional dApps

A: Milestone Outputs

1. Seeding Strategy Review Document: An updated strategy document reflecting insights gained from Milestone 1, including adjustments based on engagement metrics and community feedback.
2. Content Plan for 5 dApps: A comprehensive content plan that includes video concepts, titles, and targeted messaging for the additional three dApps, as well as the previously seeded two dApps.
3. Production of 10-30 Videos for Each dApp: Creation and publishing of 10-30 new videos for each of the three new dApps and 5-20 additional videos for the previously seeded dApps, totaling a minimum of 40 new videos.
4. Performance Analytics Report: An analytical report detailing engagement metrics for the new videos and a summary of engagement for the two previously seeded dApps.

B: Acceptance Criteria

1. Strategy Review Approved: The updated seeding strategy document must be approved by key stakeholders before proceeding to video production.
2. Content Plan Finalized for All 5 dApps: The content plan must include strategies for all five dApps and receive stakeholder approval.
3. Video Production Completed: A minimum of 10 videos must be produced for each of the three new dApps (30 total) and 5-20 additional videos for each of the two existing dApps (10-40 total), depending on previous performance.
4. Engagement Metrics Report Generated: A performance analytics report showing a minimum of 3,000 total views across all new videos and engagement metrics for the existing dApps must be produced.

C: Evidence of Milestone Completion

1. Approved Strategy Document: Submission of the revised seeding strategy document, including stakeholder feedback and approvals.
2. Links to Published Videos: A comprehensive list of links to all published videos on TikTok, YouTube, and other platforms for the three new dApps and additional videos for the two existing dApps.
3. Performance Analytics Report: A detailed report showcasing engagement metrics (views, likes, comments, shares) for all new videos, compiled in a Google Sheet alongside previous engagement data for the existing dApps.

Milestone 3: Milestone 3: Comprehensive Seeding for 5 dApps

A: Milestone Outputs

1. Seeding Effectiveness Analysis Document: A document summarizing the effectiveness of the seeding strategy so far, including lessons learned and recommendations for future improvements.
2. Enhanced Content Plan for 10 dApps: An updated content plan that incorporates feedback from previous milestones and outlines video concepts, messaging, and distribution strategies for all 10 dApps.
3. Production of 10-30 Videos for Each New dApp: Creation and publishing of 10-30 videos for the two existing dApps and 10-30 videos each for the five newly introduced dApps, totaling a minimum of 60 new videos.
4. Impact Measurement Report: A report detailing quantitative and qualitative metrics for all videos produced, analyzing user engagement, sentiment, and feedback.

B: Acceptance Criteria

1. Effectiveness Analysis Approved: The seeding effectiveness analysis document must be approved by key stakeholders, outlining key insights and recommendations.
2. Content Plan Finalized for 10 dApps: The enhanced content plan must be finalized and approved by stakeholders, covering all ten dApps.
3. Video Production Completed: A minimum of 10 videos must be produced for each of the five new dApps (50 total) and 10-30 additional videos for the existing dApps (totaling 10-30), depending on their previous performance.
4. Impact Measurement Report Generated: An impact measurement report must demonstrate a minimum of 5,000 total views across all new videos, including engagement metrics such as likes, shares, comments, and audience sentiment.

C: Evidence of Milestone Completion

1. Approved Analysis Document: Submission of the approved seeding effectiveness analysis document, showcasing insights and recommendations for future projects.
2. Links to Published Videos: A compiled list of links to all published videos on TikTok, YouTube, and other platforms for all ten dApps.
3. Impact Measurement Report: A detailed report showing quantitative (views, likes, shares, comments) and qualitative metrics (audience sentiment analysis) for all videos, compiled in a Google Sheet for transparency.

Final Milestone: Project Close-Out and Impact Evaluation

A: Milestone Outputs

1. Final Project Report: A comprehensive report summarizing the entire project, including objectives, strategies implemented, outcomes achieved, lessons learned, and recommendations for future projects.
2. Video Compilation: A compilation video showcasing highlights from all videos produced throughout the project, emphasizing key messages and user engagement.
3. Stakeholder Feedback Document: A document summarizing feedback gathered from stakeholders, including dApp developers and community members, regarding the seeding initiative and its impact.
4. Final Impact Assessment Report: A detailed assessment report measuring the overall impact of the project on user engagement, awareness, and sentiment towards the dApps seeded.

B: Acceptance Criteria

1. Final Report Approved: The final project report must be reviewed and approved by key stakeholders, providing a clear summary of the project’s achievements and challenges.
2. Video Compilation Published: The compilation video must be published on social media platforms, with links provided to stakeholders.
3. Feedback Document Finalized: The stakeholder feedback document must be completed, summarizing insights from all relevant parties involved in the project.
4. Impact Assessment Completed: The final impact assessment report must demonstrate measurable success, including a minimum of 10,000 total views across all videos, improved sentiment analysis, and positive feedback from at least 70% of surveyed users.

C: Evidence of Milestone Completion

1. Approved Final Report: Submission of the final project report, including an executive summary and all relevant metrics, approved by stakeholders.
2. Links to Compilation Video: A link to the published compilation video showcasing the best moments from the project, shared across social media.
3. Stakeholder Feedback Document: A finalized document detailing stakeholder feedback, including direct quotes and suggestions for improvement.
4. Final Impact Assessment Report: A comprehensive impact assessment report that includes both quantitative metrics (views, likes, shares, engagement) and qualitative feedback (user sentiment), compiled in a Google Sheet for clarity.

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

Project Team:

Quoc Tuan (Team Leader)

• Role: Quoc will lead the project, overseeing the overall strategy, content creation, and engagement on social media channels. He has extensive experience in analyzing social media trends in Korea and is responsible for ensuring that the seeding strategy aligns with our goals. He will also be involved in the production of video content and performance analysis.

Khanh Dodo (Content Strategist)

• Role: Khanh will focus on creating valuable content and analyzing user insights. She will develop and execute advertising campaigns, leveraging her substantial experience in managing popular TikTok, YouTube, and Instagram accounts. Her role includes strategizing content that resonates with our target audience and monitoring engagement metrics.

Vu Xuan Thanh (Video Production Specialist)

• Role: Vu will be responsible for producing high-quality video content for the seeding campaign. With experience in the U.S. market and a deep understanding of cultural nuances, he will create engaging advertisements and entertainment content that appeals to both local and international audiences.

Social Media Analyst

• Skills Needed: Experience in social media analytics, familiarity with engagement metrics, and proficiency in using analytical tools.
• Role: To analyze the performance of the video content and seeding efforts, providing insights that inform future strategies.

Marketing Specialist

• Skills Needed: Background in digital marketing, especially in the blockchain or tech sector; experience in creating and managing marketing campaigns.
• Role: To assist in developing and executing marketing strategies aimed at increasing visibility and engagement for the dApps.

professional video production staff

• Nguyễn Thị Hương Thuỷ
• Đinh Thị Huyền
• Required skills: part-time team of collaborators. have been with us and the channels for the past 2 years, they have in-depth experience in editing videos accurately and quickly
• Role: Their job is to produce videos and post them to the proposed channels.

Engagement with Relevant Members:

• All team members have been engaged and are committed to the project. We have established direct communication channels via Discord and Telegram to discuss project updates, strategies, and any necessary adjustments.
• Team members have also connected with relevant stakeholders within the Cardano ecosystem to ensure that they are aligned and ready to support our efforts.

Conclusion:

• This project will benefit from a diverse set of skills and experiences within the team, ensuring a comprehensive approach to seeding the dApps effectively. We have identified the specific skills needed for future recruitment and have engaged potential candidates to enhance our capabilities further.

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: ₳14,00

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.