<h2>
<a name="proposal-growth-working-group-ii-1" href="#proposal-growth-working-group-ii-1"></a>Proposal: Growth Working Group II</h2>
<h3>
<a name="situation-2" href="#situation-2"></a>Situation</h3>
<p>I, Lemonade, along with <a href="/u/reganbozman">@reganbozman</a>, am proposing the funding of Growth Working Group II for 3 months, ending on June 15th, 2021.</p>
<h3>
<a name="what-is-the-core-problems-you-want-to-solve-3" href="#what-is-the-core-problems-you-want-to-solve-3"></a>What is the core problem(s) you want to solve?</h3>
<p>GWG I was formed to address inefficiencies in small project funding for growth initiatives. While successes were had in the first iteration, we have identified a number of opportunities for improvement.</p>
<p>The core problem we want to tackle now is: the Coop is not guided by a holistic growth strategy</p>
<h3>
<a name="gwg-i-4" href="#gwg-i-4"></a>GWG I</h3>
<p><strong>What happened:</strong><br />
-Unincentivized AUM from $9m to $90m<br />
-PoolTogether Program<br />
-Analytics Infra<br />
-Loopring Liquidity Mining<br />
-Research/Content Arm<br />
-AMAs with Exchanges<br />
-Paid programs in motion<br />
-User survey funded<br />
-Bitmart listing</p>
<p><strong>What we liked:</strong><br />
-Bias towards action, quick allocation of funds<br />
-Attempts at reporting transparency<br />
-Venue to get involved<br />
-Growth of unincentivized AUM &amp; supply was strong</p>
<p><strong>What we didn’t like or could do better:</strong><br />
-Too focused on experiment solicitation, not holistically owning growth strategy<br />
-Focused too much on top level metric out of our control (AUM &gt; Impressions)<br />
-Memo solicitation wrong model &gt; needs to skew more top down<br />
-Splitting payments w/ treasury<br />
-More substantial updates from us</p>
<h3>
<a name="why-is-this-worth-addressing-today-5" href="#why-is-this-worth-addressing-today-5"></a>Why is this worth addressing today?</h3>
<p>Growth is necessary for survival and success of the Coop. Growth means we are successfully continuing our mission of evangelizing and making our products available to customers who can benefit from them.</p>
<p>Without a clear growth strategy, it makes it hard to know what efforts to focus on.</p>
<h3>
<a name="how-will-you-address-it-6" href="#how-will-you-address-it-6"></a>How will you address it?</h3>
<p>The GWG’s overarching goal will be:</p>
<ul>
<li>Executing the following growth strategy to guide the Coop through at least the end of Q2-21
<ul>
<li>Distilling our core value into the right message</li>
<li>Prioritizing channels to meet our customers where they congregate (en masse)</li>
<li>Making our products widely available when customers decide to buy</li>
<li>Maximizing productive opportunities to assist with retention</li>
</ul>
</li>
</ul>
<p><strong>Activities the GWG will oversee:</strong></p>
<ul>
<li>Product Launch marketing</li>
<li>Awareness/Acquisition (Impressions):
<ul>
<li>Paid/Sponsorship</li>
<li>Content</li>
<li>Social</li>
<li>Viral (Referral, etc)</li>
</ul>
</li>
<li>Activation (Conversions)</li>
<li>Exchange Listings // Wallet Integrations</li>
<li>DeFi Partnerships</li>
</ul>
<h3>
<a name="what-impact-will-this-project-have-7" href="#what-impact-will-this-project-have-7"></a>What impact will this project have?</h3>
<ul>
<li>Impressions (across Twitter, Content, Paid/Sponsorship)</li>
<li>Unincentivized Supply Growth // Unincentivized AUM</li>
<li>Exchange Listings</li>
<li>Productive Integrations</li>
<li>Secondary KPIs:
<ul>
<li>CAC/LTV</li>
<li>Supply locked in secondary (non-LM) contracts</li>
<li>DEX Liquidity</li>
<li>CEX Availability</li>
<li>Retention</li>
<li>Unit Retention</li>
<li>Holders</li>
<li>Avg Holdings</li>
</ul>
</li>
</ul>
<p>Working Group Leader(s)</p>
<ul>
<li>Lemonade (Peter): <a href="/u/lemonadealpha">@lemonadealpha</a>
</li>
<li>Regan Bozman: <a href="/u/reganbozman">@reganbozman</a>
</li>
</ul>
<h3>
<a name="request-for-funding-8" href="#request-for-funding-8"></a>Request for funding</h3>
<p><strong>Proposed Budget:</strong></p>
<p>$450k over 3 mos + $6,000/mo per Leader</p>
<p><strong>Use of Funds:</strong></p>
<p>Funds will be allocated toward contributor stipends and both known and unknown programs.</p>
<p>Estimates:</p>
<p>-Contributor Stipends ($100-150k)<br />
-Contributor ad hoc rewards<br />
-Zerion Partnership ($100k)<br />
-Referral Program ($35k)<br />
-Ad Programs ($60-90k)<br />
-Impression Mining ($20-50k)<br />
-PoolTogether ($25k)<br />
-Exchange Listings ($100k)</p>
<h3>
<a name="organization-how-will-it-work-9" href="#organization-how-will-it-work-9"></a>Organization - How will it work?</h3>
<p>The GWG will be managed by a council of four members, with two members coming from Set, and two from the Index Coop community. The role of council members is to prioritize and execute against growth programs which are sourced from members within.</p>
<p>The GWG leaders will have leeway to assign stipends for regular contributors—both full-time and part time—and will have discretionary funds to reward and incentivize activities (I.e. impression mining).</p>
<p>The GWG will continue to use an experiment-based approach with a key difference being that the generation of ideas will be sourced from regular contributors and leaders themselves. With GWG II, there will be little to no reward for idea submissions. Instead, the operating structure will have a heavy focus on rewarding execution of the prioritized initiatives.</p>
<p>GWG Leaders will meet weekly to discuss the progress of initiatives and strategize on how to allocate funds to best serve growth functions. New experiments will be sourced from each leader from conversations around the coop and individual brainstorming.</p>
<h3>
<a name="how-will-you-interface-with-the-community-10" href="#how-will-you-interface-with-the-community-10"></a>How will you interface with the community?</h3>
<p>Weekly Reports. GWG will generate a weekly update on their progress and publish to the Index Coop governance forum. Reports will include:</p>
<ul>
<li>High Level Metrics per product (w/ trends): TVL, uTVL, Holder Count, Impressions</li>
<li>New initiatives</li>
<li>New Content Pieces</li>
<li>GWG Financial position</li>
</ul>
<h3>
<a name="commitments-11" href="#commitments-11"></a>Commitments</h3>
<p>I am committed to <a href="https://docs.indexcoop.com/our-guiding-principles">Index Coop principles <span>4</span></a></p>
<p>I am committed to serving the entire Index Coop with my work.</p>
<p>I am committed to open, rapid communication: I know that clear, constant, public communication lifts up the entire Index Coop community. I am committed to this style of communication.</p>
<p>Shared learnings: I will share my progress, learnings with the entire community. I will ensure that anything I create is accessible beyond my own tenure for future generations of Indexers to access &amp; build on.</p>
<p>Intellectual honesty: I am committed to growth and improvement. I am open to feedback and will use feedback to improve my work for the benefit of the entire Coop community.</p>
<p>I am committed to making Index Coop a welcoming, fun, and engaging community to work in!</p>
<div><div><div>Approve GWG II</div><ul><li><div><p><span>91%</span><span>FOR</span></p></div><div><div></div></div></li><li><div><p><span>9%</span><span>AGAINST</span></p></div><div><div></div></div></li></ul></div><div><div><div><span>22</span><span>voters</span></div></div><ul></ul></div><div></div></div>

Proposing a Growth Working Group (Pt. II) 
  Proposal: Growth Working Group II 
 
  Situation 
 I, Lemonade

Proposing a Growth Working Group (Pt. II)

<h3>
<a name="situation-1" href="#situation-1"></a>Situation</h3>
<p>Hello owls!</p>
<p>I am proposing the third iteration of the Growth Working Group (GWG) for Q3 2021 from July 1 to Oct 1.</p>
<p><a href="https://gov.indexcoop.com/t/launching-a-growth-working-group/602">GWG I Proposal <span>13</span></a><br />
<a href="https://gov.indexcoop.com/t/proposing-a-growth-working-group-pt-ii/983">GWG II Proposal <span>10</span></a><br />
Updates: <a href="https://gov.indexcoop.com/t/gwg-ii-april-progress-report/1453">Apr <span>3</span></a>, <a href="https://gov.indexcoop.com/t/gwg-ii-may-progress-report/1670">May <span>2</span></a></p>
<h3>
<a name="what-is-the-core-problems-you-want-to-solve-2" href="#what-is-the-core-problems-you-want-to-solve-2"></a>What is the core problem(s) you want to solve?</h3>
<p>The growth working group exists to accelerate adoption of Index Coop’s products. The working group structure provides the rails for coordination and funding of growth initiatives.</p>
<h3>
<a name="why-is-this-worth-addressing-today-3" href="#why-is-this-worth-addressing-today-3"></a>Why is this worth addressing today?</h3>
<p>Growing our products is core to the success of the Index Cooperative. As we increase adoption, downstream effects such as revenue and unit economic improvements ensure protocol sustainability.</p>
<h3>
<a name="how-will-you-address-it-4" href="#how-will-you-address-it-4"></a>How will you address it?</h3>
<p>In order to grow our products we must continually:</p>
<ul>
<li>Craft messaging to position our products as solutions to customer problems</li>
<li>Prioritize channels to efficiently reach our target audiences with that messaging</li>
<li>Optimize our conversion flows</li>
<li>Turn our customers into advocates</li>
</ul>
<h3>
<a name="what-impact-will-this-project-have-5" href="#what-impact-will-this-project-have-5"></a>What impact will this project have?</h3>
<ul>
<li>
<p>Introduce and reintroduce Index Coop Products in relevant channels (as measured by Impressions)</p>
<ul>
<li>Serve Twitter impressions which introduce our products and speak to product value at a rate of 5m monthly across accounts tracked.</li>
</ul>
</li>
<li>
<p>Reinforce product value with content (as measured by words / multimedia minutes and reads / views)</p>
<ul>
<li>Publish 2 pieces of product value editorial content per week</li>
</ul>
</li>
<li>
<p>Convert visitors / readers to owned channel (as measured by email conversions)</p>
<ul>
<li>Collect 2500+ of email addresses</li>
</ul>
</li>
<li>
<p>APAC penetration</p>
<ul>
<li>Major rollout in top 3 strategic geographies including operational social channel and media blitz</li>
</ul>
</li>
</ul>
<p><strong>Working Group Leaders</strong></p>
<ul>
<li>Lemonade</li>
<li>Mr Madila (co-lead)</li>
</ul>
<h3>
<a name="request-for-funding-6" href="#request-for-funding-6"></a>Request for Funding</h3>
<p></p><div><a href="https://global.discourse-cdn.com/standard10/uploads/theindexdao/original/2X/1/1d07a27efadad2c4b6b43185c01831df006bf669.jpeg"><div>
<span>Screen Shot 2021-07-19 at 3.43.16 PM</span><span>1368×740 140 KB</span>
</div></a></div><p></p>
<p><strong>Proposed Budget:</strong><br />
$278,500 for 3 months (approx. 14,094 INDEX)</p>
<p>Current GWG multisig balance: <a href="https://gnosis-safe.io/app/#/safes/0xd4bcc2b5d21FE67c8bE351cDB47Ec1B2Cd7e84A7/transactions">8,685 INDEX <span>5</span></a><br />
4/5, GWG II: Requested $450k (+13,069 -5654) = ~7415 surplus<br />
1/16, GWG I: Requested $100k (+9,173.6 -7,900) = ~1270 surplus</p>
<p><strong>Use of Funds:</strong></p>
<p><span>@Lemonade</span>: Paid, WG lead<br />
<a href="/u/mrmadila">@mrmadila</a>: Data, special projects<br />
<a href="/u/dev">@dev</a>: strategy, website tech<br />
<a href="/u/marshmellow">@marshmellow</a>: content<br />
<a href="/u/dochabanero">@dochabanero</a>: product marketing<br />
<a href="/u/lanks">@lanks</a>: APAC expansion<br />
<a href="/u/defijesus">@DeFiJesus</a>: conversions<br />
<a href="/u/caf">@caf</a>: micro content<br />
<span>@static</span> : micro content<br />
<span>@nftzakk</span>: impression mining, Twitter</p>
<p>-Special project consultant work<br />
-Ad hoc rewards &amp; bounties: copywriting, writing, etc<br />
-Impression Mining<br />
-Ads &amp; Sponsorships: Decrypt, DeFiant, Coingecko, new experimental channels<br />
-Discretionary programs: Wallet promotions, referrals<br />
-SaaS Licenses: CMS (e.g. Contently), Email (Getresponse)</p>
<h3>
<a name="organization-how-will-it-work-7" href="#organization-how-will-it-work-7"></a>Organization - How will it work?</h3>
<p><strong>What will you be doing?</strong></p>
<ul>
<li>Communicate with customers to understand their motivations</li>
<li>Craft product value messaging to distribute via social media, blogs, etc</li>
<li>Localize that content to leverage in more geographies; with a look towards APAC</li>
<li>Prioritize channels to optimize for targeted reach of that messaging with a low mixed-CAC</li>
<li>Create and optimize conversion flows for key website events</li>
<li>Empower customers to serve as advocates for Index Coop products</li>
<li>Experimentation process for rapid learnings and further application of them</li>
<li>Special projects, including: MMM attribution model, Referral infrastructure, SEO implementation</li>
</ul>
<p><strong>How will you interface with the community?</strong></p>
<ul>
<li>Weekly GWG calls and pizza group vertical calls.</li>
<li>Forum posts and discord (Monthly update, with stretch goal of weekly).</li>
<li>Permissioned contribution programs</li>
<li>Permissionless contribution programs</li>
<li>1 on 1’s with GWG members.</li>
<li>Cross functional groups where required.</li>
</ul>
<p><strong>Commitments</strong></p>
<ul>
<li>I am committed to  <a href="https://docs.indexcoop.com/our-guiding-principles">Index Coop principles</a>
</li>
<li>I am committed to serving the entire Index Coop with my work.</li>
<li>I am committed to open, rapid communication: I know that clear, constant, public communication lifts up the entire Index Coop community. I am committed to this style of communication.</li>
<li>Shared learnings: I will share my progress, learnings with the entire community. I will ensure that anything I create is accessible beyond my own tenure for future generations of Indexers to access &amp; build on.</li>
<li>Intellectual honesty: I am committed to growth and improvement. I am open to feedback and will use feedback to improve my work for the benefit of the entire Coop community.</li>
<li>I am committed to making Index Coop a welcoming, fun, and engaging community to work in!</li>
</ul>

Proposing a Growth Working Group (Pt. II)

Proposing a Growth Working Group III [NEW BUDGET + POLL ADDED]

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