ThirtySix
Active member
Please select dropbox file link to view formatted version of pre-proposal and hyperlinks: click here!
1. Executive Summary
This business case outlines how the Dash + Alt Thirty Six co-branded marketing proposal will address current business concerns, the benefits of implementing the strategy, recommendations for implementation, and overall justification of the proposal. The business case also discusses detailed goals, performance measures, assumptions, and constraints.
1.1 Background/Problem
Given the current political, social, and economic climate, facilitating the adoption of Dash via the Alt Thirty Six platform faces several unique challenges. As we begin our initial go-to-market strategy in the cannabis industry, it is extremely important for Dash and Alt Thirty Six to maintain a strong and unified presence that is integrated into each and every one of our various marketing efforts. This is important now more than ever as several blockchain based payment solutions have popped up overnight claiming to solve the cannabis industry’s cash crisis, but very rarely have a reliable infrastructure capable of doing so.
Understandably, many within the cannabis space are now weary of entertaining new blockchain based payment solutions as it can be difficult to differentiate the good from the bad. Unlike its competition, however, Alt Thirty Six does not face the same limitations based on a platform supported by a large network with proven transactional capability. Although we know this to be true, the concern arises that without a strong push to showcase the Dash + Alt Thirty Six co-branded partnership, the platform’s true potential to be adopted and solve the cannabis industry’s cash problem may never be realized.
1.2 Anticipated Outcomes
Showcasing the Dash + Alt Thirty Six partnership through a series of strategic marketing efforts will empower both organizations to be seen as serious contenders within their respective spaces: cannabis and digital currency. Given the exclusive nature of Alt Thirty Six’s partnership with Dash, we believe mutual brand awareness will be key to the overall adoption and success of the currency. Through a unified effort, we aim not only to facilitate the adoption of the currency, but increase the rate exponentially by strategically promoting both the vehicle (Alt Thirty Six) and medium (Dash) as one single-entity in a $20+ billion cash-intensive industry.
1.3 Recommendation
In order to achieve the desired results, various alternatives were analyzed to determine the best co-branded marketing strategy. The approach described herein will not only allow Alt Thirty Six to leverage many of its current assets, but do so in a manner that promotes Dash as the top transactional cryptocurrency. If approved, the recommended marketing proposal will be methodically deployed to optimize exposure across several platforms. The proposed marketing initiative is as follows:
Implementing each of the suggested recommendations we can ensure the Alt Thirty Six payment platform powered by Dash will gain the traction and competitive advantage needed to become the primary payment solution for the cannabis industry. This co-branded marketing proposal also aligns with the Dash mission, vision, and DAO fundamentals. It will be used to promote economic freedom in an unbanked industry constantly under threat from administrative regulation; AND it will highlight Dash as the only viable transactional cryptocurrency with the backing, governance, and speed capable of handling cannabis payments. When comparing this to the alternative, maintaining the status quo, we are faced with a very real risk that neither Alt Thirty Six nor Dash will be able to differentiate itself amidst an ever-growing body of competition. As new blockchain based payment solutions pop up overnight, with unfathomable marketing budgets funded by their ICOs, a failure to act (and soon) would result in an inevitable loss of market share. Conversely, with the full faith and backing of Dash, we are confident we would capture most, if not all, of North American market awareness by end of Q4 2018.
2. The Breakdown
The following proposal and associated costs will be best defined by breaking down the above recommendations in two distinct parts. The first part of this proposal will outline the costs of attending and sponsoring some of the largest industry conferences throughout 2018. The second part of the proposal will summarize the 2018 membership costs associated with joining several of the most reputable trade associations within the cannabis industry.
2.1 Cannabis Conference Sponsorship
Hyperlinks in dropbox link: click here!
Event
GardaWorld Banking 2018 Forum; # Attendees 500, Travel $ 2,800, Sponsor $ 0
Miami, Fl
4/12-13
4th Semi Annual Crypto Cannabis Conference; # Attendees 500, Travel $ 2,480, Sponsor $420
Denver, CO
4/23
MJ Biz Con Next; # Attendees 15000, Travel $ 3,500, Sponsor $ 40,000
New Orleans, LA
5/9-11
California Cannabis Awards; # Attendees 3,000, Travel $ 1,500, Sponsor $ 5,000
Los Angeles, CA
5/18
South East Cannabis Conference; # Attendees 7,000, Travel $ 3,280, Sponsor $ 15,000
Miami, Fl
6/8 -9
NCIA 5th Annual Cannabis Business Summit and Expo; # Attendees 6,000, Travel $ 2,640, Sponsor $ 20,000
San Jose, CA
7/27-28
MJ Biz Con INTL; # Attendees 17,000, Travel $ 3,280, Sponsor $ 40,000
Toronto, ON
8/14-16
Southwest Cannabis Conference; # Attendees 3,000, Travel $ 0, Sponsor $ 20,000
Phoenix, AZ
10/3-4
SWCC Dash /Alt36 Private Event; # Attendees 300, Travel $ 0, Sponsor $ 50,000
Phoenix, AZ
10/4
New West Summit; # Attendees 1,000, Travel $ 2,460, Sponsor $ 7,500
Oakland, CA
10/11-13
5th Semi Annual Crypto Cannabis Conference; # Attendees 500, Travel $ 2,480, Sponsor $ 420
Denver, CO
10/20
CannMed 2018; # Attendees 1,500, Travel $ 2,480, Sponsor $ 20,000
Los Angelos, CA (UCLA)
10/22-24
NCIA CA Business Conference; # Attendees 3,000, Travel $ 2,480, Sponsor $ 20,000
Anahiem, CA
10/22-23
MJ Biz Con; # Attendees 25,000, Travel $ 3,120, Sponsor $ 75,000
Las Vegas, NV
11/14-17
TOTAL # Attendees 83,300, Travel $ 32,180, Sponsor $ 313,340
2.2 Conference & Sponsorship Selection
Although there are several cannabis conferences held throughout the year, only a handful were determined to have positive benefit to cost ratios when it comes to event sponsorship and attendance. After careful analysis, the conferences listed above were deemed to have the highest potential return for both Dash and Alt Thirty Six based on several weighted factors. These factors and their associated weights are as follows:
2.3 Travel Cost Breakdown
The total travel cost for each event was based on the average Expedia price for airfare and accommodations for four at the time of this writing (3/09/18). Alt Thirty Six reps will share two rooms to reduce this cost. In addition, a food budget was calculated per the GSA.gov travel standards at the median rate of $60/rep/day.
Pre-proposal Continued in post below...
1. Executive Summary
This business case outlines how the Dash + Alt Thirty Six co-branded marketing proposal will address current business concerns, the benefits of implementing the strategy, recommendations for implementation, and overall justification of the proposal. The business case also discusses detailed goals, performance measures, assumptions, and constraints.
1.1 Background/Problem
Given the current political, social, and economic climate, facilitating the adoption of Dash via the Alt Thirty Six platform faces several unique challenges. As we begin our initial go-to-market strategy in the cannabis industry, it is extremely important for Dash and Alt Thirty Six to maintain a strong and unified presence that is integrated into each and every one of our various marketing efforts. This is important now more than ever as several blockchain based payment solutions have popped up overnight claiming to solve the cannabis industry’s cash crisis, but very rarely have a reliable infrastructure capable of doing so.
Understandably, many within the cannabis space are now weary of entertaining new blockchain based payment solutions as it can be difficult to differentiate the good from the bad. Unlike its competition, however, Alt Thirty Six does not face the same limitations based on a platform supported by a large network with proven transactional capability. Although we know this to be true, the concern arises that without a strong push to showcase the Dash + Alt Thirty Six co-branded partnership, the platform’s true potential to be adopted and solve the cannabis industry’s cash problem may never be realized.
1.2 Anticipated Outcomes
Showcasing the Dash + Alt Thirty Six partnership through a series of strategic marketing efforts will empower both organizations to be seen as serious contenders within their respective spaces: cannabis and digital currency. Given the exclusive nature of Alt Thirty Six’s partnership with Dash, we believe mutual brand awareness will be key to the overall adoption and success of the currency. Through a unified effort, we aim not only to facilitate the adoption of the currency, but increase the rate exponentially by strategically promoting both the vehicle (Alt Thirty Six) and medium (Dash) as one single-entity in a $20+ billion cash-intensive industry.
1.3 Recommendation
In order to achieve the desired results, various alternatives were analyzed to determine the best co-branded marketing strategy. The approach described herein will not only allow Alt Thirty Six to leverage many of its current assets, but do so in a manner that promotes Dash as the top transactional cryptocurrency. If approved, the recommended marketing proposal will be methodically deployed to optimize exposure across several platforms. The proposed marketing initiative is as follows:
- Maintain a strong Dash + Alt Thirty Six presence via continued sponsorship of the largest, most reputable cannabis conferences throughout 2018
- Become supporting members of all the leading national and local cannabis industry associations under the co-branded Alt Thirty Six + Dash name
- National Cannabis Industry Association
- California Cannabis Industry Association
- Canada Cannabis Association
- Women Grow;
- Maintain a strong local presence within the AZ cannabis community through continued sponsorship of MITA and SWCC events.
Implementing each of the suggested recommendations we can ensure the Alt Thirty Six payment platform powered by Dash will gain the traction and competitive advantage needed to become the primary payment solution for the cannabis industry. This co-branded marketing proposal also aligns with the Dash mission, vision, and DAO fundamentals. It will be used to promote economic freedom in an unbanked industry constantly under threat from administrative regulation; AND it will highlight Dash as the only viable transactional cryptocurrency with the backing, governance, and speed capable of handling cannabis payments. When comparing this to the alternative, maintaining the status quo, we are faced with a very real risk that neither Alt Thirty Six nor Dash will be able to differentiate itself amidst an ever-growing body of competition. As new blockchain based payment solutions pop up overnight, with unfathomable marketing budgets funded by their ICOs, a failure to act (and soon) would result in an inevitable loss of market share. Conversely, with the full faith and backing of Dash, we are confident we would capture most, if not all, of North American market awareness by end of Q4 2018.
2. The Breakdown
The following proposal and associated costs will be best defined by breaking down the above recommendations in two distinct parts. The first part of this proposal will outline the costs of attending and sponsoring some of the largest industry conferences throughout 2018. The second part of the proposal will summarize the 2018 membership costs associated with joining several of the most reputable trade associations within the cannabis industry.
2.1 Cannabis Conference Sponsorship
Hyperlinks in dropbox link: click here!
Event
GardaWorld Banking 2018 Forum; # Attendees 500, Travel $ 2,800, Sponsor $ 0
Miami, Fl
4/12-13
4th Semi Annual Crypto Cannabis Conference; # Attendees 500, Travel $ 2,480, Sponsor $420
Denver, CO
4/23
MJ Biz Con Next; # Attendees 15000, Travel $ 3,500, Sponsor $ 40,000
New Orleans, LA
5/9-11
California Cannabis Awards; # Attendees 3,000, Travel $ 1,500, Sponsor $ 5,000
Los Angeles, CA
5/18
South East Cannabis Conference; # Attendees 7,000, Travel $ 3,280, Sponsor $ 15,000
Miami, Fl
6/8 -9
NCIA 5th Annual Cannabis Business Summit and Expo; # Attendees 6,000, Travel $ 2,640, Sponsor $ 20,000
San Jose, CA
7/27-28
MJ Biz Con INTL; # Attendees 17,000, Travel $ 3,280, Sponsor $ 40,000
Toronto, ON
8/14-16
Southwest Cannabis Conference; # Attendees 3,000, Travel $ 0, Sponsor $ 20,000
Phoenix, AZ
10/3-4
SWCC Dash /Alt36 Private Event; # Attendees 300, Travel $ 0, Sponsor $ 50,000
Phoenix, AZ
10/4
New West Summit; # Attendees 1,000, Travel $ 2,460, Sponsor $ 7,500
Oakland, CA
10/11-13
5th Semi Annual Crypto Cannabis Conference; # Attendees 500, Travel $ 2,480, Sponsor $ 420
Denver, CO
10/20
CannMed 2018; # Attendees 1,500, Travel $ 2,480, Sponsor $ 20,000
Los Angelos, CA (UCLA)
10/22-24
NCIA CA Business Conference; # Attendees 3,000, Travel $ 2,480, Sponsor $ 20,000
Anahiem, CA
10/22-23
MJ Biz Con; # Attendees 25,000, Travel $ 3,120, Sponsor $ 75,000
Las Vegas, NV
11/14-17
TOTAL # Attendees 83,300, Travel $ 32,180, Sponsor $ 313,340
2.2 Conference & Sponsorship Selection
Although there are several cannabis conferences held throughout the year, only a handful were determined to have positive benefit to cost ratios when it comes to event sponsorship and attendance. After careful analysis, the conferences listed above were deemed to have the highest potential return for both Dash and Alt Thirty Six based on several weighted factors. These factors and their associated weights are as follows:
- Overall Attendance = 20%
- Overall Reputation = 25%
- Geographical location = 10%
- Partnership Opportunities = 30%
- Organizational Alignment = 15%
The total travel cost for each event was based on the average Expedia price for airfare and accommodations for four at the time of this writing (3/09/18). Alt Thirty Six reps will share two rooms to reduce this cost. In addition, a food budget was calculated per the GSA.gov travel standards at the median rate of $60/rep/day.
Pre-proposal Continued in post below...
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