Proposal “DACH_Business_Development_Q3_19“ (Active)Back

Title:DACH Embassy || Business Development & Integrations Q3-19 || Exchanges || Wallets || Payment Service Provider || ATMs || POS solutions || Consumer Activation
Owner:DASH_Embassy_DACH
Monthly amount: 166 DASH (18434 USD)
Completed payments: no payments occurred yet (3 month remaining)
Payment start/end: 2019-07-17 / 2019-10-14 (added on 2019-07-06)
Final voting deadline: in 9 days
Votes: 241 Yes / 15 No / 5 Abstain
Will be funded: No. This proposal needs additional 262 Yes votes to become funded.
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Proposal description

DACH - Business Development Q3/19




Why is the D-A-CH region important?

The German speaking region in Europe has some of the strongest purchasing powers in the world.

GDP (PPP) Germany (D) = USD 4,170 billions
GDP (PPP) Austria (A) = USD 439 billions
GDP (PPP) Switzerland (CH) = USD 517 billions
------------------------------------------------------------------
GDP (PPP) D-A-CH Region = USD 5,127 billions

Source: https://en.wikipedia.org/wiki/List_of_countries_by_GDP_(PPP)  (2017)

According to a study made by ING in the middle of 2018 

8% of Germans own cryptocurrencies and 21% (16 million) expect to own cryptocurrencies in the future and 
8% of Austrians own cryptocurrencies and 19% (1.6 million) expect to own cryptocurrencies in the future. 


Source https://think.ing.com/uploads/reports/ING_International_Survey_Mobile_Banking_2018.pdf  

We believe that these 17.6 million people from Germany and Austria alone will have a strong impact on the future price development of cryptocurrency in general. Because Dash with its DAO and treasury system is highly sensitive to the price development, it is important that Dash gets recognized as a valid project with real use cases by those 17.6 million people. 

In our opinion adoption in developed countries can be this key investment criterion and will give a strong positive signal for investors not only in D-A-CH region but all around the world. This will help Dash succeed in the long run and this is what we as Dash Embassy D-A-CH are working on.


About us 

Dash Embassy D-A-CH was founded on the 23rd of Feb 2018. In the beginning the project was about increasing visibility and awareness for Dash to build up trust in the D-A-CH region. Therefore we did a lot of PR, Roadshow Events (Meetups) and attended conferences. While doing so we learned a lot about our market and the crypto related mindset of the people in our region.

In the middle of 2018 we slightly changed our focus towards business development and integrations. The first step was a letter campaign contacting all 350 BTC accepting merchants in D-A-CH region to make them accept Dash and to learn about the tools they are using and their experience with accepting cryptocurrencies.

Due to the outcome of this letter campaign and the attached phone survey we are now focused on FIAT Gateways like ATMs, Exchanges and Wallets and companies from the payment industry such as Crypto-to-FIAT payment services, traditional payment service providers, cashier systems and payment terminals.

We believe integrating Dash in such multiplicators will increase the number of Dash accepting merchants significantly and in a cost efficient way, as those businesses are onboarding merchants in their own interest. The best example to show the impact of the integrations we are working on might be Salamantex:

https://dashnews.org/dash-accepting-salamantex-inks-multi-firm-payments-terminal-deal/ 

With our continuous partnership we ensure that Dash’s competitive features are pointed out.


Track record

To find out what we have done in the past, please have a look at 

our reporting website:

https://sites.google.com/dash-embassy.org/reports/welcome 

our previous proposals:

https://www.dashcentral.org/p/DASH_Embassy_D-A-CH_Q1_18
https://www.dashcentral.org/p/DASH_EMBASSY_D-A-CH_Q2_18
https://www.dashcentral.org/p/DASH_EMBASSY_D-A-CH_Q3_18
https://www.dashcentral.org/p/DASH_EMBASSY_D-A-CH_Q4_18
https://www.dashcentral.org/p/DACH_Business_Development_Q1_19
https://www.dashcentral.org/p/DACH_Business_Development_Q2_19 

and our Dash Watch Reports:

https://dashwatchbeta.org/r/FEB19/dach_business_development_q1_19 
https://dashwatchbeta.org/r/MAR19/dach_business_development_q1_19 
https://dashwatchbeta.org/r/APR19/dach_business_development_q1_19 
https://dashwatchbeta.org/r/MAY19/dach_business_development_q2_19
https://dashwatchbeta.org/r/JUN19/dach_business_development_q2_19 


You are more than welcome to join our channels on Discord:

Dash Nation: #dash-embassy-dach  
Dash Talk: #dash-embassy


What will Dash get from our proposal for Q3/19?

1. Business Development
1.1 Strategy
1.1.1 Payment


In our experience the most efficient way to achieve adoption is by integrating Dash into already existing systems of the payments industry (cashier systems, payment terminals and payment service providers), because they help us enter the market through their already existing customers and infrastructure. Right now we are focused on Cashier Systems mostly. Therefore we have created a presentation tailored to their interests. 

Cashier Systems: https://t1p.de/2n9n

 https://lh3.googleusercontent.com/lXrpGI0DChYyAMZNVKes6SFXKZbGscXHih-xXqm0PyvjQuvWT_vQIG8PzGt6Bsn2dipGy7goxoHWDfHy_ZQ3A8Ab7tiv_g0eUZ4AUnS5aPz51S73MrorQC-klVgIv3VwH6doEHpA
(excerpt slide from the presentation)

As you can see in the presentation above the traditional systems require Crypto-to-FIAT gateways to provide a seamless Dash integration. Therefore it is mandatory for us to focus on accumulating a set of reliable Crypto-to-FIAT payment service providers that accept Dash to offer to these businesses.

Because the most important KPI of those Crypto-to-FIAT payment service providers is transactions, it’s important to offer them a solid partnership with long term benefits that goes beyond the simple integration. Such partnerships give us the ability to raise up Dash’s advantages as a payments coin at the POS and in e-commerce. To figure out how long term partnerships like that could look like we had a first workshop for Consumer Activation with Salamantex in May 2019.

You can find some of the results in the presentation we are using right now to convince further Crypto-to-FIAT payment service provider. This presentation can be used by every member of DCW (Dash Co-Working) as a template.

Crypto-PSPs: https://t1p.de/gge5 

 https://lh4.googleusercontent.com/iH6Ow80oNx6OdqqbEz9uCVh6MPEYsFrHC3H4mZPOyF8foUGHiPtiFihVwWNUXTLE0opDq7rAlNjiMmNBW4TwzY0BxYh6eZ2Oi_lbV3htshY5bGa_ZjajsNzNUIn5AKEwpkAlVV1r
(excerpt slide from the presentation)

These long term relationships between us and the payment companies are still in the making. To make them a success we need to improve our ideas for consumer activation on a regular basis by testing the message we want to spread through social media analytics. For further details please have a look at 2. Consumer Activation Research.


1.1.2 Exchanges

During June 2019 we noticed that Dash was not available on 105 of the 256 exchanges listed on coinmarketcap. Many of those exchanges have relevant trading volumes and FIAT pairs. We split the entire list of those exchanges among the teams in DCW (Dash Co-Working) and created a presentation containing all the necessary information to convince those exchanges to integrate Dash in a fast and efficient way. The presentation was customized by each team involved:

Exchanges: https://t1p.de/go16 

https://lh6.googleusercontent.com/RkgxseaY4xhUNm3KdC6UCSk6iEAsP_CF7qvxTIOIkttzIdHVTk8_Dp7L2BaVjL2bjtR8LhOgXrGr-fjoJTNSV2Q8Uij4OZCMg15pj5sRvh5siuOp2ckqzUb5K7fYZ-rxyPwAmdMB
(excerpt slide from the presentation)


1.1.3 General

Right now we are using LinkedIn as our #1 tool for b2b acquisition. It’s working fine, but it can’t replace the personal contact at trade fairs and conferences. This is why we will keep attending payment related events as regular visitor without any sponsoring. In addition we try to get speaker-slots from time to time.

The BizDev connectory we started together with Dash Core, Dash Force, Dash Embassy Thailand and Dash Nigeria is ongoing. It’s now running by the name of DCW (Dash Co-Working) and we are inviting every other long term DFO to join us to share experience and learn from the other teams. 

For more details regarding DCW please have a look at: https://t1p.de/ttb7 

https://lh3.googleusercontent.com/MXh8APAT-8Qw-WzL_9ZoJLUuEOqw1dEaVzbgPHitf7SHU55ryDeAMekyADQqMjSxIer-4bzzPnD2k3ZVj_sR6lGf_N86aHx3tGjQjntd2aim0MO-cTuNuR985shUrlWEJdpzNhij
(excerpt slide from the presentation)


1.2 Integration Pipelines

To keep you updated in a transparent way we do live reporting for all our integration projects by using the kanban software trello. So please have a look at the specific integration pipelines and projects to get detailed information. 

Please have a look at the links below and feel free to ask us about single projects.


1.2.1 Exchanges/Wallets
https://trello.com/b/Jn3EuwVC/dach-exchanges-wallets

1.2.2 ATMs
https://trello.com/b/BdEj2A4s/dach-atms

1.2.3 Payment Companies
https://trello.com/b/abHCoAMU/dach-psps

Costs: Staff, Travel, Hospitality
Responsible: Jan Heinrich Meyer (@essra), Klaus Hipfinger (@simontheravager), Sinay Demirel (@sidem)


2. Consumer Activation Research

As stated in 1.1.1 Crypto-to-FIAT payment service providers want us to play an active role in increasing the number of transactions at the point of sale and in e-commerce. For some of them this is mandatory for the integration of Dash. In addition to that our partner Salamantex recently announced a partnership with A1 (https://www.a1.net/a1-payment), Concardis (https://www.concardis.com/) and Ingenico (https://ingenico.de/). This partnership will increase the number of crypto accepting merchants in Austria significantly and will give us the opportunity to promote Dash as the #1 solution for crypto-payments at the POS (Point-of-Sale). 

https://dashnews.org/dash-accepting-salamantex-inks-multi-firm-payments-terminal-deal/

With the consumer activation measures at the point of sale planned for Q4 2019, we pursue the following goals (by priority):

  1. Increase the visibility of Dash in the analog world
  2. Building a relationship of trust between end user and Dash
  3. Generating new users for DiscoverDash and the Dash Wallet
  4. Increase the use of Dash as a means of payment at the point-of-sale

In order to achieve these goals, it is imperative to carry out an analysis of possible advertising messages. Only in this way can we ensure that the message sent at the POS leads to a cost efficient achievement of the goals above.

As of July 2019, we have developed the following advertising messages:

    1. Become your own Bank: Did you know that over the past 10 years, banks had to pay over $ 321.000.000.000,00 in fines for illegal activity? We believe there is another way!
For more information visit www.dash-embassy.org

    2. Protect your privacy: Did you know that intelligence agencies not only have access to your emails and messages, but also to your bank account and this is even legal under EU law?  We believe there is another way! For more information visit www.dash-embassy.org

    3. Lost in inflation?: Did you know that the purchasing power of the euro has fallen by over 20% since its launch? That means that 1€ today has the purchasing power that 0.78€ had in 2002. We believe there is another way! For more information visit www.dash-embassy.org


In addition to these educational messages, we will develop generic lifestyle statements to reach a broader audience. For each of the two advertising categories (education, lifestyle), we will develop a corresponding landing page to deepen the statements previously made and prompt directly to install the DiscoverDash App and the Dash Wallet. Although we currently expect that the educational messages in a targeted audience will achieve much better conversion rates (clicks to wallet app), this is just an assumption that has to be corroborated by numbers or refuted.
Consumer activation research will be conducted directly at the end user via social media. For that, the following steps are required: 

  1. Development of new advertising messages (education, lifestyle)
  2. Creation of landing pages for both categories
  3. Creation of material for the individual advertising messages

Following that we will run advertisements for each message via social media and an ad budget of € 45 for each message (€ 15 per channel) and measure click rates and number of visitors the landing and app pages. Clicks on links to the app installation serves us as a main KPI to measure real conversion rates of each message.

As a result of the evaluation of the consumer activation research, we hope to be able to derive a B2C marketing strategy valid for Central Europe, which allows us to cost-effectively position Dash as the #1 solution for crypto-payments.

For the final implementation of this marketing strategy, we will create an additional proposal so that the masternode network can decide, on the basis of our consumer activation research results, whether to take advantage of these opportunities offered by partners such as Salamantex and whether we shall continue to acquire new partners for Dash Integrations with following consumer activation campaigns. 

In order to broaden our own horizons and achieve reliable results, we are considering to conduct the consumer activation research together with a social media agency.

Costs: Consumer Activation Research
Responsible: Jan Heinrich Meyer (@essra), Sinay Demirel (@sidem)


3. Events

We will attend events for the payments and banking industry, which are free of charge or have a low ticket price or are connected to an invitation for Jan Heinrich Meyer (@essra) as speaker. We will try our best to acquire as many events of this kind as possible.

For updates please have a look at the event calendar on our reporting website. https://sites.google.com/dash-embassy.org/reports/welcome 

Costs: Staff, Travel, Hospitality
Responsible: Jan Heinrich Meyer (@essra)


4. Lobbying

Suitable to our Business Development Strategy we are part of working groups about digital transformation, digital payments, Fintechs and digital Banking in the following associations:


Furthermore we are supporting the following associations to ensure that the political interests of Dash are accounted in positioning papers for the leading German political parties. 


Costs: Staff, Lobbying Memberships
Responsible: Klaus Hipfinger (@simontheravager), Jan Heinrich Meyer (@essra)


5. Website

We will keep our website and all included services up-to-date and constantly create regular news updates consisting of german translations of blog.dash.org articles and updates of our own achievements. New possibilities of accepting Dash by our partner businesses will be prominently featured to promote stronger business development also via our website.

Please find the detailed numbers of our website on our reporting website. https://sites.google.com/dash-embassy.org/reports/welcome 

Costs: Staff, Website and Tools
Responsible: Sinay Demirel (@sidem)


6. Social Media

We are using our social media channels for community updates, event announcements and merchant posts and for sharing German dashnews.org articles. Please find the detailed numbers on our reporting website. https://sites.google.com/dash-embassy.org/reports/welcome 

If you want to subscribe to our channels, we will be happy to welcome you as a subscriber.

https://www.facebook.com/dashembassydach/
https://twitter.com/dashembassydach 
https://t.me/dashembassydach
https://www.youtube.com/channel/UCuLSfeIMuQ_npjjBY3J_FPA
https://www.linkedin.com/company/dash-embassy-d-a-ch/ 
https://www.xing.com/companies/dashembassyd-a-chug 

Costs: Staff
Responsible: Sinay Demirel (@sidem)


7. PR

We will keep up the PR Connectory (now part of DCW) to bring international news into crypto related media platforms in DACH region and DACH news in international media.

For published articles please have a look at our reporting website. https://sites.google.com/dash-embassy.org/reports/welcome 

Costs: Staff
Responsible: Jan Heinrich Meyer (@essra)


8. Legal

While talking to regulated exchanges and Crypto-to-FIAT payment service providers we experienced the reoccuring need for an official statement about the regulatory classification and AML compliance of Dash by the regulatory entities of the corresponding jurisdiction.

Therefore we instructed our lawyers from Germany to create a legal opinion and approach BaFin (German SEC). This is happening in cooperation with Dash Core Group and by using their guidelines. As BaFin is the most restrictive regulator in EU we believe that other regulators in our region will follow their opinion.

Costs: Staff, Legal
Responsible: Jan Heinrich Meyer (@essra)


9. Team

The team of three Jan Heinrich Meyer (@essra), Sinay Demirel (@sidem) and Klaus Hipfinger (@simontheravager) will persist in this constellation until further notice. 

Costs: External Accounting, Insurances, Legal Advice and Revisions, Office rent, supplies and IT-infrastructure, Staff
 

10. Financials

Budget requested for Q2/19:

191 Dash/month (estimated avg. Dash Price of $ 105,28) = $ 60k or € 53.6k (total in Q2)
Due to the increased Dash price we received € 74.2k (total in Q2). We will use the additional funds to build a buffer that allows us to keep going even when we are not funded for one month and to cover external costs for a major integration project.


Budget request Q3-2019:

https://lh3.googleusercontent.com/YfKAuUTr8VKjTA9vuzgFhIi2awrQ9VHNDOJMm1Dfi0F-wGk6G24DUCmFyf21cDdf3heyoKEEVFCBAeQ-acY7_YvW1R00jqnYwFg8F_BlQqDAEmgI46wz1YEr4tkjfve84inHXGh0


We use the 30 days SMA with an average Dash Price of $158 for the 3rd quarter of 2019 on 3rd of July: https://bitinfocharts.com/comparison/price-dash-sma30.html#6m

We request the total amount with a volatility buffer of 15% for three months coming because of the risk of possible price fall backs.

Here you can find the Q3/2019 budget numbers in detail:

https://docs.google.com/spreadsheets/d/1xPR097MNeAMPnjrFLVYhUt1NjAn0tVsigCUK8LekROA/edit?usp=sharing


Links to our Liquidity and Capital Resources: 

DACH Business Development - Public Budget Planning and Accounting 2019:
https://docs.google.com/spreadsheets/d/1Oi0KG0LCGEhWOszO9b3QbExNHO1Ru6qJkS4XoOZ3l8s/edit#gid=1772385164

Corporate Wallet Address:
https://insight.dash.org/insight/address/XuMeunJDZrAusw45B4oreuH8RcKUY2fkMN


Thanks for your support! In Dash we trust! 

We are eager to read your comments and are thankful for your advice. 

The Dash Embassy D-A-CH Team

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Discussion: Should we fund this proposal?

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0 points,11 hours ago
The DACH team often exaggerates their achievements but with all things considered, this is a reasonable ask. There have been improvements since the project started out.
Reply
1 point,1 day ago
UPDATE: integration at iQCashNow (biggest ATM company in Europe with 250+ maschines) is done: https://trello.com/c/0LJcjjRm/9-iq-cash-now
Reply
1 point,1 day ago
Dash News article: https://dashnews.org/iqcashnow-cryptocurrency-atms-integrate-dash-expanding-accessibility/
Reply
2 points,2 days ago
UPDATE: integration at BTC-Alpha is finished: https://dashnews.org/btc-alpha-integrates-dash-adding-liquidity-for-russian-speakers/
Reply
-1 point,9 days ago
question for debate: whether the network needs to focus more on spending the budget on winning market share in countries where consumers are looking for a new currency product VS. spending the budget on trying to attract investors
Reply
0 points,1 day ago
IMO more on developing world, but doesn't mean we need to ignore other users/usecases either.
Reply
2 points,12 days ago
"During June 2019 we noticed that Dash was not available on 105 of the 256 exchanges listed on coinmarketcap." - Wow!

"we are now focused on FIAT Gateways like ATMs, Exchanges and Wallets and companies from the payment industry such as Crypto-to-FIAT payment services, traditional payment service providers, cashier systems and payment terminals." - A most basic and important cryptocurrency priority. One the highest IMHO.
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