This was an unoriginal idea, presented in a dishonest way.
It was not a good proposal. It was not well presented.
The brochure made many claims that the paid for advertising wouldn't just be here today gone tomorrow. But that is exactly what it was.
A throwaway campaign putting adverts in train stations in order to get ‘supply chain managers’ and ‘institutional de-fi managers’ to (and I’m not kidding) fill in an online form.
I asked several proposers the basic, but crucial, question about who would receive these business leads, all refused to answer.
In my view that was a deliberate attempt to obfuscate the ultimate beneficiary of the proposal, and extremely disrespectful to the community.
The proposal was organised by the CF, to get business leads the CF would love, advertising in the home of the CF.
It included money to pay the CF to refresh their business landing page or ‘hub’, so they can use more community funds do what they were set up and already funded to do.
Yet somehow everyone I contacted about this claimed that ‘who would handle the leads’ was such an insignificant issue they hadn’t even thought about it!
Remarkable!
I cannot believe that the CF would be involved in this and then just give away the results of it to other ecosystem participants.
I cannot believe that Serviceplan would organise a campaign with no idea of who would be dealing the leads it aims to generate.
I cannot believe they were being honest.
- Every board serves the people who put them there, the people who can remove them.
In the case of the board of the CF, that is not the Cardano community. The CF wanted tens of thousands of dollars in this proposal to put up a billboard at Davos. So their name could be seen by the very people who seized control of what should have been a community foundation. The CF board, using our communities treasury money to advertise in front of the people they answer to, is an insult on top of an injury.
The injury being the theft of the foundation from our community by those very same people.
- And a final point on competence. The CF already has a business development contact page. When this proposal was released I created an email address and sent in a professional business contact request, stating that I was in the supply chain management business, the very business that this proposal would supposedly target.
That was weeks ago and I’ve heard nothing but crickets…
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.👇