SCP 189 - Renew the MKBD workstream Feb 1 2025 - Feb 1 2026

MKBD Workstream Proposal

Abstract/Summary

The MKBD workstream proposal outlines a one-year plan to enhance the ShapeShift ecosystem through targeted marketing, business development, and community engagement initiatives. This proposal details the motivation, specifications, expected benefits, potential drawbacks, and voting options to formalize community consensus. It seeks to renew and expand the ShapeShift DAO’s MKBD Workstream for the next twelve months, starting February 1, 2025, and ending February 1, 2026.


Motivation

The motivation behind this proposal stems from the need to:

  • Increase ShapeShift’s user base, market share, and brand relevance.
  • Foster new strategic partnerships to expand platform utility and marketing awareness.
  • Strengthen community engagement and brand presence.
  • Drive adoption of key ShapeShift features and products.
  • (Re)Establish ShapeShift as a leading platform in decentralized finance.
  • Build compelling customer funnels and journeys while tracking and refining our understanding of customer paths, actions, value, and intent at each step of the funnel.

Specification

Foreword

Insanity is doing the same thing and expecting different results over and over again.
The spirit of this proposal is to continue what has yielded consistent results while executing limited-scoped, dynamic acquisition experiments aiming to boost user acquisition, awareness, and conversion.

Northstar Goals

Campaigns

  • Develop and execute comprehensive campaigns focused on increasing platform/product usage, awareness, and community engagement (e.g., holding FOX tokens, interacting with the core team).
  • Goal: Grow daily session starts by 10x (~13k unique session starts per day).

Funnels

  • Maintain and improve conversion rates and own marketing funnels.
  • Goal: Holistically own, build, and optimize the .com, SEO, paid media, and organic traffic funnels.
    • Flow:
      • Session Start → Connect Wallet → Execute Onchain Action
      • .com Landing Page → Session Start → Etc.

Partner Management

  • Find more reliable/accessible on/off-ramping partners to improve current user flows.
  • Manage and monitor existing integration partners (e.g., Chainflip, THORChain) to steward ShapeShift usage and awareness in their communities.

Contributor Awareness

  • Build individual contributor external awareness and profiles by:
    • Connecting contributors to blogs, podcasts, and Twitter Spaces.
    • Driving internal enthusiasm to encourage DAO participation.

Key Budget Allocations

Budget details are outlined in the Budget Distribution sheet.
Summary:

  • The budget is a ceiling for spending, with actual spend dependent on campaign success and results.
  • Proposed increases:
    • USDC: +3.9% ($1,287 monthly, $15,440 yearly).
    • FOX: +62.5% ($5,111 monthly, $61,328 yearly).

Links to Plans


Performance Metrics

  • Success metrics are outlined in the respective plans linked above.
  • Mixpanel and onchain data will serve as the source of truth for tracking marketing actions, retention, and other KPIs.
  • Monthly performance reports will be shared on the forum and during office hours.

Reporting

The workstream will:

  • Host bi-weekly office hours for the community.
  • Provide dashboards and reports for all spending and acquisition campaigns.
  • Respond to additional reporting requests to ensure visibility and transparency.

Drawbacks

  • Budget Risks: Misallocation of resources could lead to suboptimal results.
  • Market Volatility: Unpredictable market changes could impact outcomes.
  • Limited Visibility: Approximately 48.5% visibility into marketing funnels due to private browsing and blockers.

Benefits

  • Retaining core talent and reallocating the existing budget toward limited experiments.
  • Trying new approaches to address urgent challenges.
  • Efficiently utilizing limited time and runway to make meaningful impact.

Vote

  • For: Formalizes the community is for the details outlined in this proposal.
  • For (with changes): Formalizes the community is for the proposal with specific changes outlined.
  • Against: Formalizes the community is against the proposal.
1 Like

https://snapshot.org/#/s:ideation.shapeshiftdao.eth/proposal/0x34b5e3fa6e8dd9db00b4b1ff5e09f65522a70e0f90af56672f77e5d83bfc77f4

Hey,

Thanks @hpayne_shapeshiftdem and everyone in our Workstream for putting this renewal proposal together. I’m looking forward to continue our collaboration for this new term with the approval of our community.

I’m not quite sure about the “Abstain” voting option, it’s not part of the Governance process so I do not know what we’d do if it won. Even if unlikely, I guess we’d consider it an “Against” since it’s not a “For”? :thinking: Maybe re-posting the vote without this option would be preferable, up to you of course.

Lastly to provide a better understanding/context for FOX voters who might read this, the related budget, and wonder what the “International UX & Translations” entails, the MKBD Workstream maintains the translations and localized user experience for the app in collaboration with the Engineering/Product Workstreams (with the help of bounty-based contributions for most of the translations). As this isn’t “just” Marketing and it impacts our product/user experience in the app I thought it was worth mentioning and explaining it here.

EDIT: One thing that might be improved in the proposal text would be to mention the contributors and most importantly the Workstream Leader as it was done in the previous renewal proposals. They are in the budget spreadsheet, but I think it’s worth making it part of the proposal text as it is stored immutably/permanently when posted as a proposal.

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The ‘abstain’ Consider it not saying abstain, but instead
"yes with changes’ as it should. whoops. i missed that in my review.

:slight_smile:

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https://snapshot.box/#/s:shapeshiftdao.eth/proposal/0xcd47d2db9340026aca2135b4f097c668360661728228dc8f5d8e5b06e9d489e2
ugh.

im not awake. there 3rd time is charm?

I made the bad assumption that the Forum would have the latest version of the proposal.

it did not. lol

all good now

1 Like

latest version of snapshot. (this time should be it?) https://snapshot.box/#/s:shapeshiftdao.eth/proposal/0x858bb8f5135b7874437e97b1cb3f1c0a2e007251cc33ca7a0a3ee44e45fbb95c

1 Like