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Underdog Protocol

GTM, Filled In (Underdog June 2022)

Framework

marketing

partnerships

Introduction

Based on three conversations with you, Kevin, I want to give you a high-level of what I think your Go-To-Market Motions can begin to look like. If I remember correctly, we have already discussed this at a high-level during our times at Atlas Cafe.

Step 1: Define your target market and ideal customer profile

Market

professional market

1B ‘knowledge Workers’

Earning ~35000/yr

$35B TAM

⁠

Users

Supporters

Target: crypto natives and web3 early adopters.

Biggest pain point(s):

very hard to find/bring talent to web3

looking for productive ways to give back

Solution: a mentor with benefits, nurture talent and benefit from their growth.

Talent

Target: ambitious digital natives, bullish about web3 and community-owned platforms.

Biggest pain point(s):

undervalued by the old world of work, where background matters more than merit, and only some can win.

Solution: a support network, powered by a social token, to help them accelerate their career

Talent Segments

Underprivileged: talented but with no network or fancy credentials; from underprivileged backgrounds, usually recommended by partner organizations like Girl Move.

Builders: founders and digital knowledge workers like designers, engineers, economists, product or community managers.

Creators (music, illustration, digital art, writer, podcaster, youtuber)

Explorers (researching or experimenting in groundbreaking areas)

Season 0: Builders & Beta Testers

In Szn0 we are looking for ambitious knowledge workers and digital builders that believe web3 is the future to join as talent. This includes people like founders, engineers, designers, economists, product managers, community builders.

This diverse group of individuals should have:

a WOW factor (super inspiring career goal, or interesting life story, or novelty of the sector, or previous noteworthy career achievements);

a small group of very committed early believers (10-100 true fans) or be recommended/backed by a credible organization (ex.:

Girl Move⁠

);

a vision for the role a token economy would play in their professional life and ongoing projects, and have clear use cases for holding, earning, and spending tokens;

a beta tester mindset to help us improve Underdog.

Season 1: High-Potential Professionals

In Szn1 we are looking for high-potential knowledge workers that believe web3 is the future. This includes people like

This diverse group of individuals should have:

a WOW factor: a super inspiring career goal, and interesting life story, or previous noteworthy career achievements;

ideally a small group of very committed early believers (10-100 true fans) or be recommended/backed by a credible organization;

a vision for the role a token economy would play in their professional life and ongoing projects, and have clear use cases for holding, earning, and spending tokens;

a beta tester mindset to help us improve Underdog

Talent Sources

Where new talent comes from:

Open Applications for the Web3 curious (voted by the community) → struggling artists, dissatisfied engineers, disappointed managers, bored designers ...

Inspiring talent from underprivileged backgrounds, usually recommended by Partner Organizations (Girl Move, …)

Direct invites to Web3 established talent and influencers (important as anchors to attract new users, they will be helping undervalued talent, less barriers to adoption, easier onboarding)

Competition (Indirect & Direct)

Competition (Indirect & Direct)

⁠

Step 2: Define your offer and value proposition

Value Proposition

We’re enabling collective success between talent and their professional network through social tokens

We are making it easy to Back the People You Believe In

Offer

Step 3: Define your brand and positioning

Brand Promise

We are are the only space for underdogs to reward and grow alongside their professional network.

For supporters, we are the only way to be recognized for supporting the highest-potential people you know.

⁠

Screen Shot 2022-06-08 at 10.52.05 AM.png

⁠

Brand Personality

⁠

Screen Shot 2022-06-08 at 10.52.13 AM.png

⁠

Brand/ Product Persona

@kevin

Emotional Benefits

Recognized

Supported

Helpful

Important

Functional Benefits

Find the people who support you and are most helpful to you

Reward the people who help you the most with perks theyll find helpful

Create a community of people who share your beliefes and goals

Features + Attributes

Discover Token Page

Airdrop Tool

Share Airdrop Tool

Invite Supporter

Profile Page where all Assets Held

Step 4: Decide which channels to reach your target customers

Levers added to Channels

Social Media

Co-Marketing w/ Partners

Tik-Tok

Instagram

Twitter

UP Community

PUPS ( Early Testers and Token Launchers)

Network Partner(s)

Partnerships

DAOs/Protocols

Student/ Professional Communities

Creators/Talent

Guerilla

Co-Hosted Events w Partners + Communities

Meet-Ups

College Visits

SEO

Social Tokens

NFTs

Decentralized Identity

⁠

Additional....

Product Led

MakeanNFTweet

G-Mail, Twitter, Linkedin Integration

‘Popl’ for Crypto

Step 5: Set your distribution plan

Content + Social Media

Authentic Conversations with ‘Underdog Talent’ on Underdog Stories about their story, big break, creating a network, and their vision for their future.

Thought Leadership on all Crypto/Blockchain Ecosystems and potential of the entire technology. Specifically around using blockchain to accelerate talent and reward supporters for their hard work. We should be able to repurpose across a ton

Education/Knowledge Hub on overall need to knows in crypto and anything that could be important to Social Tokens/ NFTs/ Set-Up/ De-Fi.

For what it’s worth I think that we can create a hub and also a newsletter that would be the top of funnel. Though this falls in line with what our competitors are doing.

Partnerships

Cold Outbound to network parters (orgs.) that fit the mantra of our vision - rewarding supporters and supporting underdog talent. Our purpose would be to test launching tokens with their high potential talent/users. We would be running these calls exactly like a B2B process with a demo + trial. Based on competitive research these are the segments we should look for: labs/accelerators/, dao/communities/clubs, talent platforms, education institutions, hackathons, ...

Warm Referrals from our own professional/personal network into potential network partners , underdog talent/creators who are curious of launching their token, and any other supporter who may know talent that they believe in so we can increase our tokens created and community members

Bottoms-Up, acquire members of communities like Forge to join our community, build a ‘collective token’, and work our way up to an official partnership with the organization

The communities that we will want to partner with are - Professional Clubs, Web3 Native Communities, and DAOs.

PUPS ( Early Testers and Token Launchers)

Guerilla

Co-Hosted Events with our Network-Partners & Communities (IRL or in gather.town) where we can incentivize networking like a happy hour, pizza party, speaker event, or even a workshop.

Reward Bounties (sort of paid) we will want to use our talent ($dani, $kevin, $sid, etc) in order to grow our existing community and spread messaging for us. We should expect to create/share assets/ threads/ memes that they can pick from and post.

College Visits to local colleges that have any blockchain, professional, business, entrepreneurial type clubs for us to throw a happy hour with or even outbound. → See Forge Example on how to do this

Paid

We can either host this on SEO or an existing 3rd party (substack/notion) but it would be easier for us to have this on our website so it can also lead into acquisition of potential talent, supporters, or involved community members

Create SEO content explaining Social Tokens - their impact, how they’re going to evolve, how people can use them, and more,then pay for the articles to be crawled up google

Create SEO content explaining NFTs- their impact, how they’re going to evolve, how people can use them, and more, then pay for the articles to be crawled up google

Create SEO content explaining Decentralized Identity - its impact, how its going to evolve, how people can use it professionally, then pay for the articles to be crawled up google

⁠

Additional....

Product Led

MakeanNFTweet

G-Mail, Twitter, Linkedin Integration

‘Popl’ for Crypto

Step 6: Choose the right metrics to monitor your progress

North Star for our Vision

Underdog Protocol makes it possible to directly back the people you believe in and bridge the gap between talent and opportunity. We’re making it easy for individuals to enjoy collective success in their professional journey between their friends and their communities.

North Star for our Target Market

Supporters

• Total # of Token Holders

• Total # of Connections Made

• Total Amount of Helpfulness Tokens Shared

Talent

Total $talent tokens held

Individual Underdogs Supported (Network-Size)

Total ‘Helpfulness’ Tokens held

Step 7: Create Product Strategy Stack

Product Strategy Stack

Mission

Company Strategy

We’re a decentralized professional platform for talent to discover opportunities, reward, and connect with supporters that believe & helps accelerate their professional journey.

Product Strategy

Discovery page for New Talent ( Supporters)

Ability to Invite Supporters, Friends, and other Talent (All)

Display Career Tokens & Helpfulness Tokens (Supporters + Talent)

Connect with supports who hold career/or helpfulness tokens (Talent)

Update Supporters who hold career/or helpfulness tokens Talent)

Airdrop Rewards to Supporters (Talent)

Reward Reedemer Tool (Supporters)

Product Roadmap

Recommendation Engine for People

Invitation Tool

Discovery Feed

Airdrop Tool (One-Click)

Search Bar

Community Connection Tool

Profile Page to display NFT’s/ Tokens/ Network

Goals

Total # of Token Holders

Individual Underdogs Supported (Network-Size/Connection Made)

Total ‘Helpfulness’ Tokens held + Sent

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