Onboarding via physicals: Bringing first-timers to Cardano - Danketsu

[GENERAL] Name and surname of main applicant

Zushan Hashmi

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Entity (Incorporated)

[GENERAL] Co-proposers and additional applicants

International Rescue Committee

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

4

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language

No

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

By partnering with the IRC (1 of the largest global humanitarian aid organizations), we will improve & simplify onboarding to Cardano via phygitals & access to IRC's vast social & financial networks.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

Yes

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

J Corp - They manage the modelling, sample production, manufacturing, packaging, e-commerce store development and distribution of the product.

While we are already well into this process, there can be unlikely delays due to a large supply chain and wide-scale manufacturing.

NMKR – NMKR is providing solutions for the digital side of the toys, which includes using their infrastructure to mint free digital collectables on the blockchain, and education pieces for the consumer around Cardano and blockchain technology.

It is unlikely there will be any delays due to these dependencies.

[GENERAL] Will your project’s output/s be fully open source?

No

[GENERAL] Please provide here more information on the open source status of your project outputs

The project is not software solutions-based.

[METADATA] SDG rating

The IRC is working actively to tackle and meet all SDG goals, more information is available on this here.

[SOLUTION] Please describe your proposed solution

Solutions through partnerships:

Through Danketsu's partnership with J Corp (Danketsu has signed a contract and works directly, with J Corp, North America’s largest licensor for toys and apparel), and its collaboration with the International Rescue Committee, we are already in the process of initiating large-scale onboarding to Cardano via:

- Mass retail entry,

- The sales of easily approachable and accessible phygitals,

- Integrating blockchain for good initiatives, and

- Physical toys.

The Problem

While Cardano has a strong and prominent standing in the Web 3 environment, is building robust relationships at the governmental level, and is working with highly sophisticated private sector businesses to build out further technology, there is limited opportunity for exposure in the nearer term towards mass audiences, "everyday individuals" and people who are not well-versed in blockchain and Web 3 fundamentals.

Through the creation, sale and distribution of Danketsu phygitals, starting with the plushie line, and its integration with NFTs, Cardano exposure opportunities are endless.

The Approach

The process is explained in a simplified manner below:

• Buy a toy via our e-commerce store, or through a mass retail partner in North America (choose to keep that toy or donate it through the IRC's networks)
• Support the International Rescue Committee and provide Cardano with more marketing opportunities via IRC’s large networks as a means to enable storytelling to the ecosystem about the project's social impact.
• Unbox the toy, and scan the QR code.
• Enter the NMKR portal to "get your digital collectable" and mint your NFT.
• Use the NFT to engage with blockchain-integrated technology (TBA closer to the release date of the toys)
• Store this NFT in your existing wallet, or send to another.
• Access further information, such as Cardano Basics videos from existing content creators, articles on creating a Cardano wallet and more.
• Kick off your Web-3 journey.

Key Engagements

The Danketsu phygitals product line is focused on 4 key target groups:

1. Mass retail - Children who want to purchase the products and their parents who will engage with Cardano.
2. Underprivileged refugees - Families that have recently been relocated to the US.
3. Web3 Users from outside of Cardano
4. Individuals and businesses in J Corp and IRC's networks

Impact

The success of this initiative will be demonstrated via 4 key metrics:

1. Phygital sales - The more people that purchase the phygitals, the more people to onboard.
2. Collectable minting - The number of people that scan the QR code to receive their free digital collectable (Examples on other blockchains show this to be around 25-30%).
3. Blockchain for good - Children and families receive the phygitals and money from these donations.
4. Onboarding - The data around new user acquisition, via all of the above mechanisms, onto Cardano.

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

This partnership and onboarding initiative will market Cardano to large-scale and mass audiences, enabling thousands of new people to easily create first-time wallets on Cardano by purchasing or donating our toys. This, in turn, will generate more interest and attention towards Cardano via our key collaborators' networks.

Additionally, it will open up opportunities for more Cardano-based businesses to partner and work with non-Web 3 companies and not-for-profits on their initiatives.

The success of this initiative will be demonstrated via 4 key metrics:

1. Toy sales - The more people purchasing the toys, the more we are likely to onboard via the technology.
2. Collectable minting - The number of people that scan the QR code to receive their free digital collectable (Examples on other blockchains show this to be around 25-30%).
3. Blockchain for good - The toys will be provided to families and children newly resettled in the US. This will, in turn, allow storytelling for Danketsu to occur of the good being done by people purchasing toys & choosing to donate toys to charity (subject to approvals from families to be part of storytelling material) – Additionally, there will also be ongoing small % of donations being given to IRC achieved from future sales of each toy.
4. Onboarding - The data around new user acquisition, via all of the above mechanisms, onto Cardano, especially from a non-crypto-native audience.

[CAPABILITY & FEASIBILITY] 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?

Danketsu is a long-standing project in the Web 3 ecosystem, we have delivered on multiple fronts, through tech solutions, multimedia expansion and cross-chain integration over the past couple of years.

The overarching goal has always been to leverage our IP and build a sustainable business that can implement and expand blockchain integration to non-Web 3-natives

Our major relationships with the 2 Industry leaders in IRC and J Corp are coupled with this.

Both these organisations have robust due diligence mechanisms, and thorough risk assessment undertakings before pursuing partnerships.

With three different organisations managing the checks and balances of these funds, we are more than capable of handling and managing the funds at hand.

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

Activating IRC support

A: Milestone outputs:

For the IRC to provide partnership support via above- and below-the-line marketing and to enable their participation and support via their organisational networks.

B: Acceptance criteria:

The IRC implements a partnership support strategy and promotes the partnership via its multiple channels, especially via its social media channels (Collectively all social channels surpass 1.5m+ Followers)

C: Evidence of milestone completion:

Records of signed agreements, delivery of funds, and mapping of toy deliveries to IRC US locations for collection by refugee families.

Marketing Campaign for Cardano onboarding through phygitals.

A: Milestone outputs:

Marketing campaign of products across IRC and J Corp networks and on social media, with a focus on the promotion of, and onboarding through, Cardano

B: Acceptance criteria:

-    Sale of phygitals to at least 50 countries, globally.

-   Onboarding of new users to the Cardano over the first few weeks.

-   At least 750 Donations of phygitals to support refugee families in the US in the first few weeks.

C: Evidence of milestone completion:

Proof of sales, data of onboarding to Cardano, and additional information provided by partners around metrics.

Development of distribution mapping technology

A: Milestone outputs:

Development of distribution mapping technology, enabling people to see the positive impact of the product on refugee families and children in the USA (subject to approvals from families to be part of storytelling).

B: Acceptance criteria:

Delivery of fully functional mapping front-end platform that integrates APIs from the IRC for donation information, J Corp for sales of phygitals via the online sale, and onboarding of users to Cardano via the blockchain integration element.

C: Evidence of milestone completion:

Release of platform, updates on development, availability to users and consumers.

Release/Launch of Phygitals

A: Milestone outputs:

Launch of online phygitals sale with advertising/marketing via multiple digital and online media platforms and networks.

B: Acceptance criteria:

-   Sale of at least 1500-3000 toys on Day 1 of online sale with the option to use ADA for purchases.

-   Social media posts regarding the product and Cardano via partner social media channels.

C: Evidence of milestone completion:

Confirmation and public information release of the delivery of toys along with digital collectible integration and usage.

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

Zushan Hashmi:

A highly capable founder with multiple years outside of Web 3 in commercials, business development, marketing and policy, and running multiple businesses on Cardano.

Worked previously with the Australian government, and in academia at the University of Sydney

Zushan will lead the project management and delivery of the overarching project

LinkedIn: https://www.linkedin.com/in/zushanhashmi/

X: https://twitter.com/zushanhashmi

Adam Essa:

Adam is an experienced professional who leads the Crypto division at the International Rescue Committee (IRC), a renowned humanitarian organization operating globally, and founded by Albert Einstein.

With over 15 years of marketing and investment experience, including 5 years in active investment roles, Adam oversees crypto partnerships and philanthropy at IRC.

Linkedin: https://www.linkedin.com/in/adameae/

Twitter: https://twitter.com/IRCAdam1

Tommy Bui:

Leading the behind the scene operations, Tommy is a policy and governance professional with over 3 years in Web 3.

He has previously worked in Real estate, in project management for the Australian government and PWC, and in multiple other physical infrastructure-focused consultancy roles.

LinkedIn: https://www.linkedin.com/in/tommybui135/

X: https://twitter.com/Crypt0_Tommy

Udit Gandhi:

Udit is a seasoned social media and digital marketer with multiple years of experience. He runs a highly successful Travel agency when he's not leading social media and growth hacking for multiple projects in Web 3.

He will lead and manage the social media, digital marketing and below-the-line marketing campaigns.

LinkedIn: https://www.linkedin.com/in/udit-gandhi/

X: https://twitter.com/ThatGuyUdit

Michael Phillips:

A high-school teacher by trade, Michael has multiple years of experience in and outside of Web 3, managing internal operations in the public and private sectors.

Michael will lead the operations and community management through all digital and physical channels.

X: https://twitter.com/CryptoVivid/

Through IRC's collaboration with Danketsu, they aim to introduce the non-crypto native demographic to Cardano and Blockchain by donating toys to children, making onboarding and engagement simple and enjoyable.

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources

Cost 1 – Activation of IRC partnership:

50,000 ADA (This donation will activate the partnership and will mobilize IRC’s partnership support infrastructure, along with access to their networks & support from their external communications team.)

Cost 2 – Development of Mapping tool for donations/purchases/onboarding turnaround:

30,000 ADA (these are development costs around developing the mapping tool) – 3 short-term contract developers.

-   Developer 1 to build blockchain integration to Cardano.

-   Developer 2 to build UI/UX for the mapping system.

-  Developer 3 to build out front-end and API integration from all parties

Note: If we can find a developer who can complete and meet multiple tasks in the abovementioned plan, we can then hire 2 developers instead and shift the additional ADA cost over to Cost 3:

Cost 3 – Creation of short marketing animated clips focused on the phygitals, ad spend and targeting of non-Web 3 consumers.

20,000 ADA – Marketing campaign for phygitals

This amount will be spent on adding to the existing marketing via high-quality graphics and animations and below-the-line ad spending.

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

Onboarding – Hundreds of people are expected to be onboarded to Cardano, with first-time wallet creation, and the money will enable new community members to join the ecosystem.

Partner networks – Through our real-world partnerships, multiple people will be able to access Cardano, and also see how it has businesses that are innovating and creating products that support underprivileged families and children.

Exposure – Cardano will be at the forefront of marketing through the abovementioned partnerships enticing more businesses to explore and create within the ecosystem.

You can learn more about the overarching launch of the phygitals and its onboarding mechanisms via this video by the Cardano Foundation featuring Zushan:

https://youtu.be/XhAw8DhnyYc?si=z0iuiroVx3YQvawH