This is a solid proposal overall. I'd ask other entities to pay attention to the level of detail that should be standard for larger asks.
It nicely structured and it actually tries to build a system
attention - proof - qualified leads. This is the right direction if Cardano wants to be taken seriously by enterprise.
I also like that it is not just selling vague awareness. It at least attempts to connect positioning, proof assets, vertical messaging and lead routing into something that can be repeated and scaled.
That said, there are still areas where it should improve.
$ADA pricing basis should be updated to reflect the current market price or at time of withdrawal. Treasury asks should be grounded in a market-relevant conversion basis. The current buffer is way to high imo.
Proposal should improve the parts on accountability -
- what exactly counts as a qualified lead
- how leads are routed into the ecosystem
- who owns follow-up
- what success looks like at 30/90/180 days
- how the wider ecosystem benefits
I'd also like to see Serviceplan provide a more detailed expenditure breakdown, rather than a generic rundown of broad categories.For a proposal of this size, more sub-categories would help the community properly assess cost efficiency, agency fees, media spend, production and deliver
These improvements would make this even stronger
We just submitted our budget proposal: "The Marketing-Powered Demand Engine for Cardano."
Here's what it is, what it costs, and why it matters.
THE PROBLEM
Cardano stands on strong technical foundations. Yet for enterprise decision-makers, it's not an obvious "yes" — not because the technology can't deliver, but because they're missing use-case clarity, proof, and engagement paths. The business world sees Cardano as a respected ecosystem. Not yet as first choice for enterprise infrastructure.
THE SOLUTION
A complete enterprise demand generation system that repositions Cardano as "The Blockchain for Serious Business." The system operates through a three-stage funnel: Attention →Proof → Qualified Leads.
Two recommended blueprint verticals: Institutional DeFi and Supply Chain Traceability — final selection to be validated with the GMC. Three pilot markets: UK, Germany, Switzerland. A central Cardano Hub serves as the evidence and engagement environment.
Directly aligned with the Cardano 2030 Strategy Framework — Pillar 2 (Adoption & Utility) and Pillar 4 (Community & Ecosystem Growth), supporting core KPIs: TVL, monthly transactions, and monthly active users.
THE INVESTMENT
12-month pilot. Four milestone-gated work packages — each one only unlocked when the previous one delivers. WP4 (V2 Supply Chain) is only released after the Q3 KPI checkpoint passes. Total investment: €2,978,738 (53% media, 47% agency — within industry benchmark). ADA surplus gets returned to the Treasury.
WHO WE ARE
Serviceplan Group — the only globally ranked agency that has built live Cardano infrastructure, deployed it in production, and holds a formal Cardano Foundation partnership. Official Intersect member. Masumi Network has been on mainnet since November 2024 with 25,000 on-chain transactions.
Independent Network of the Year at Cannes Lions 2025 (19 Lions). #1 globally on WARC Creative 100 and Media 100. 6,500 people, 40 countries, €866M revenue.
Full proposal and brochure in the reply below.👇