Abstract/Summary

This proposal seeks to renew and expand the ShapeShift DAO’s MKBD Workstream for the next six months, starting August 1, 2024 and ending February 1.

The ShapeShift DAO relies on the MKBD workstream to:

• Finalize and assist with product copywriting

• Lead and foster partnerships and co-marketing opportunities

• ABM (account-based marketing)

• Develop onchain + offchain user profiles and audience segments

• Global translations in-app and on marketing pages

• Own shapeshift.com, optimize inbound traffic and discovery of app’s products

• Spearhead community development

• GTM strategy and execution as it pertains to the DAO and its products holistically

• Asset creation, maintenance, and ownership of the ShapeShift Brand

• IRL event planning + management

• Grants (as needed, scoped, and resourced additionally by the DAO)

This proposal adopts SCP-92 Definition of Workstream Leader.

Motivation

To continue to provide the DAO the needed marketing resourcing and support for growing adoption and awareness of the current and future product offering while owning the tasks listed above.

• MKBD secured a grant from Optimism generating 59,627.57 OP tokens (obo $106,733 at time of writing) that were sent directly to the DAO’s treasury. Grants will be put on the back burner unless greenlit by product and engineering or otherwise noted.

• MKBD secured $18k of RUNE (at ~$6) which was has been agreed to but not yet sent to the DAO’s RUNE address in exchange for OOH spots at Rare Evo.

• We additionally secured $3500 from Gitcoin Grants,

Specification

Team

Hpayne 一 Full Time 一 Workstream Lead

Twells 一 Full Time 一 Marketing Communications Manager

TheSmith 一 Full Time 一 Webmaster and Marketing Manager

Atlan 一 Full Time 一 Lead designer

Firebomb 一 Part Time 一 International UX & Translations lead

NFThinker 一 Part Time 一 X Spaces and Partner Management

Sapote 一 Part Time 一 Independent Data Analyst contractor

Hoff 一 Part Time 一 Web Designer

Mandate

The MKBD Workstream is the sole maintainer of ShapeShift.com, X, and any other official marketing accounts pertaining to the DAO or its activities. The .com account shall be controlled by the Fox Foundation until it is handed off to the DAO.

This is to ensure the DAO maintains a high standard and consistent perception of branding, messaging, and the products holistically.

The MKBD Workstream will spearhead partner engagement and collaboration in addition to acting as stewards for the ShapeShift FOX communities to usher product usage, awareness, and adoption.

Budget spreadsheet
The details below expand upon the budget spreadsheet:

https://docs.google.com/spreadsheets/d/10bytuaPdC7WeNsbIOYpSaFcW2dgzv00oKh51ZS_a5_o/edit?usp=sharing

TLDR:

• 6-month total ask: $246,000

• Returning 297,000 FOX to the DAO treasury (value at the time of posting: obo $16,000)

• Absorbing $2500/mo contributor expense from Product (Hoff) (6-month total: $15,000)

• Total additional ask from the treasury compared to last 6-month term (increase ask ($24,750) - returned FOX - absorbed product contributor): -$6,250 ($1,041 less spent per month over six months)

For reference, here is the previous workstream renewal budget:

https://docs.google.com/spreadsheets/d/1QoQKcd_gBHiCk9Qrg-7FDlSXC92mfg5D72Rc_Ui5iYs/edit?usp=sharing

Total requested over 6-months: $246,000 + $46,200 FOX

The amount of additional FOX requested will be locked on August 7, 2024 by using a 7-day daily-VWAP calculated by taking the daily mid-price (Low + High / 2), multiplied by that day’s volume averaged over 7 days using data from CoinMarketCap.

https://coinmarketcap.com/currencies/fox-token/historical-data/. The intended use of this FOX is discussed below.

A separate governance proposal shall be raised if the MKBD Workstream requires more funding.

The increase in spend aside from moving Hoff from Product to Marketing covers the increased scope of running and managing X spaces, increasing onchain <> offchain ABM activities, financially incentivizing top talent to stay, and managing the webflow instance of ShapeShift.

Recurring costs

Labor

The marketing workstream lead (Hpayne) fully adopts SCP-92 in this proposal.

The budget currently retains the four existing full-time marketers and three part-time contributors from the previous workstream, plus one additional part-time contractor (Sapote) who will assist with Data Management.

Any unused funds from any budget category will be kept in the workstream Colony and rolled over into the following proposal.

Fox Compensation

If the MKBD team meets specific KPIs surrounding community growth, marketing campaign execution, and partner activations, all full-time and part-time contributors (and part-time contractors) explicitly stated in the budget spreadsheet above who maintained or increased their level of engagement in the the workstream for the duration of the budget cycle (6 months) will receive a 20% bonus in FOX that will be paid out evenly over the following 6 months starting February 1, 2025. Any member of the team who leaves or is terminated before January 31, 2025, will not be eligible for this incentive.

The price of FOX used for this calculation will be the reference price mentioned above.

MKBD team members may opt for any additional amount of their stable compensation as FOX.

KPIs for the team to qualify:

• Drive $50,000 of partner sponsorship co-marketing or grant funding (to be sent to the DAO)

• Last term: $128,000 obo

Reporting

The workstream will host bi-weekly office hours for the community and post slides and recordings to the forum biweekly. If the community has additional reporting requests, the workstream is happy to consider them and ensure visibility and transparency.

Drawbacks

USDC and FOX spend.

Benefits

This proposal ensures continuity of the existing MKBD team with retention incentives to ensure our team continues to perform and expand responsibilities. The MKBD effort markets, grows, and sells the ShapeShift product while retaining, strengthening, and enhancing the voice and brand image and driving value through the product. We exist to scale and proliferate the ShapeShift product while creating pockets of power users and community members.

Vote

For - Formalizes the community is “for” the details outlined in this proposal

Against - Formalizes the community is “against” the proposal