# Handbook++
An evolving manual on the PieDAO organization, his vision and the way it operates.

# Definitions

### Vision Statement
To help humanity build their financial future by tokenizing wealth creation.

### Product Statement
For investors who are looking for crypto exposure, BCP is a non-custodial ETF that keeps you diversified and unlike other index products, generates yield while holding it.

### Organization Statement
PieDAO is a decentralized organization dedicated to bringing market accessibility and economic empowerment by tokenizing wealth creation strategies and make them available to anyone on the Ethereum network.

## Core principles

- **Courage & Ownership** : Changing the financial future of million will not be easy task and for this reason courage is the first and more important of all virtues. We need to breed bravery in the organisation, to have the courage to do what it takes to set a bold course for the future, to engage in a courageous conversation, and to be decisive in uncertainty.

- **Accessibility and Financial Inclusion** : The open financial system has to be accessible to anyone with an internet connection. PieDAO's products need to be usable from small holders to whales.

- **Financial Transparency** : Decentralised financial services are not be built in opaque silos. Informations are transparent and auditable to all participants.

### Community

- **Speak truthfully** : As a community we value honesty and frank conversations about our work and ourself. We understand there is nothing to feat about the truth. We have integrity and demand it from others.

- **Be transparent** : We encourage transparency as a force for justice. We have the courage to share the things which are the hardest to share and we grow from those.

- **It's okay to make mistakes and unacceptable not to learn from those** : We understand that mistakes are a natural part of the evolution of an organization. We don't worry about about appearances, we worry about archiving the goal of the organization. For this reason we avoid focusing on "blame" and "credit" and instead focus on what's "accurate" and what's "inaccurate". When we fail, we fail forward.

- **We do what’s right over what’s easy** : We do things because we believe them to be right not because they are easy to do or because everybody is doing them. We are radically open-minded about what's right and truly commit to understand the reasoning with the people we disagree with.

- **Give tough love without being an asshole.** : Tough love is the hardest and most important type of love to give. While most people prefer compliments, accurate criticism is most valuable. We are never disrespectful or offensive in doing that, instead be encourage people to objectively reflect about their actions and reasoning to identify the root cause of mistakes.

# Strategy

The year 2020 has been focused on bootstrapping the initial community and building the infrastructure necessary to tokenize wealth creation.

The 2021 focus is **growth**, as defined in these three goals:

- Total Value Lockes: 10x increase TVL in the protocol
- Integrations: Pies have to be 2 clicks aways from major tools and distribution venues.
- A Pie in every active DeFi wallet.

## TVL
While considered by many the best metric out there, TVL is widely recognized as easiest to understand metric to track a protocol success.

The main activities to exponentially increase TVL are the following:

1. Have the best yield opportunity.
2. Engage with liquidity partner.
3. Create better incentives.

Point 1) it's easy to understand, the better the yield generated by the product the more compelling is to use it.

Point 2) is about identifying and create partership with key liquidity providers in the industry.

ie: Top 10 largest CDP holders, Top liquidity providers in Compound, Framework, Hashed, Spartans, Three arrow capital, etc.

Point 3) is connected to the two above, only an effective product will benefit from liquidity incentives. It is clear that a reform on liquidity incentives has to happen as currently it's not giving the desired outcome ever with large amount of DOUGH being used.

#### Key resources needed

- [ ] Stategist/Dev
- [ ] Business Developers

## Integrations & Distributions venues

PieDAO products have to be available on widely used products and protocols in the DeFi Ecosystem. The definition of done for an integration should include every single pie, correctly listed with icons, description and price feed.

#### Wallets
- [ ] Rainbow
- [ ] Dharma, see [pr](https://github.com/defi-wikis/defi-tokens-wiki/pull/132)
- [ ] Trust
- [ ] imToken
- [ ] Coinbase Wallet

#### Aggregators
- [ ] 1inch
- [ ] Paraswap
- [ ] Zapper

#### Lending protocols
- [ ] AAVE
- [ ] Compound
- [ ] Cream
- [ ] Bentoobox

#### Options protocols
- [ ] Opyn
- [ ] Hegic

#### Dexes
- [ ] Matcha
- [ ] Uniswap
- [X] Sushiswap
- [X] Balancer
- [ ] DODO

#### CEXes
- [ ] Binance
- [ ] Coinbase
- [ ] Kraken
- [ ] Gate io
- [ ] MCX

#### Tools and Dashboards
- [ ] Defipulse
- [ ] Defillma
- [ ] Coingecko
- [ ] Etherscan

#### Key resources needed

- [ ] Technical Support
- [ ] Business Developer

## A Pie in every active DeFi wallet.

This point is voluntarely ambitious, as it should be. To move this goals forward it is mandatory that integrations happens quickly.

Getting pies in the hands of people requires coordinated efforts between removing point of friction and education on why people should care about owning pies (see the education section).

**The number 1 point of friction to solve** is the insufficient liquidity on Uniswap, deep liquidity on Uni will also facilitate users of Argent, Dharma, Raindow, Zerion and more to be able to use pies with familiar tools. Future incentives should be designed for it.

# Playbooks
A list of playbooks to perform spefic actions, the goal is to continuosly improve playbooks to reach the best possible outcome.

## Growth Experiments
Growth Experiments have the only goal to increase TVL by increasing awareness, acquiring new customers, and retaining existing customers.

1. Every GE need to have a Champion responsible for the success of the operation.
2. GE need to have clear: goals, start time and end time as well as ways to measure success.
3. A starting Budget can be deployed for a GE.
4. Successuful GE can be repeated at larger scale.

#### How to design a GE?

- [ ] Define the GE with a name, start-date, end-date.
- [ ] Define the GE Hyphotesis behing it
- [ ] Define the GE methodology for metrics and a definition of success.
- [ ] Define the GE resources needed.
- [ ] Define the GE confidence rate (1-10)

*Example*
**GE Name**: Sponsor Today in Defi
**Hypothesis**: Today in Defi will lead to more traffic and TVL.
**Description**: Contact Today in Defi. evaluate rates and understand target audiance, then run a sponsorship for 4 weeks & evaluate the data.
**Metrics**: CTR of people from the sponsor converting into using the Oven.
**Definition of success**: 20% conversion in 4 weeks and at least $100k minted.
**Resources**: $1000/month, dev time to setup analytics, design help for graphics.

#### Outcome for GE Champion

- [ ] Produce a weekly report of the experiment
- [ ] What worked well
- [ ] What worked poorly
- [ ] Improve the playbook accordingly

GE will be prioritized according to what brings the most impact (Definition of success) with higher confidence rate and lower effort required.

## Social Media Content

At least one post per day on the Twitter account.

Decision making on what to post has to follow the order:

**if**: during the day a new product / partership has been announced, focus on that.
**else if**: TVL of a specific Pie reached ATH, focus on that.
**else if**: Price of a specific Pie reached ATH, focus on that.
**else if**: TVL of a specific Pie reached ATH, focus on that.
**else if**: A Pie is yield boucing to maximize yield, focus on that.
**else**: Make educative content about Pie Features and Vision.

#### The Effective tweet Checklist:

- [ ] Check Grammar
- [ ] Tag relevant projects/people to the content
- [ ] Use an image with tags when appropriate
- [ ] Use a meme when appropriate
- [ ] Use positive emojis when appropriate (🚀 🔥 🙌 )
- [ ] Post the tweet in the social media channel
- [ ] Post the tweet on relevant TG channels / discord
- [ ] Send tweet in DM to relevant people, when appropriate
- [ ] Follow up on the replies

Examples:

- [Price ATH](https://twitter.com/PieDAO_DeFi/status/1346399844328497153)

#### Measure Effectiveness of a Tweet

- [ ] Use [Analytics](https://analytics.twitter.com/user/PieDAO_DeFi/home) to measure engagement of a single tweet.
- [ ] Did the tweet increased the follower count?
- [ ] Did the tweet was RT by influencers?

#### Outcome for Social Media Manager

- [ ] Produce a montly report with the most effective content
- [ ] What worked well
- [ ] What worked poorly
- [ ] Improve the playbook accordingly

## Partnerships
// TODO

# Marketing

The right marketing plan identifies everything from 1) who your target customers are to 2) how you will reach them, to 3) how you will retain your customers so they repeatedly buy from you.

## Phase 0
Everything which is needed before starting to implement a marketing campaign.

### Tooling

1. Google Analytics - Allows you to monitor traffic on your site - You can see how much traffic you are getting, where it is coming from, and how site visitors are using your site. -This is the first tool you should set up

2. Google Search Console - Allows you to analyze your organic traffic from Google. - You can see what keywords people are searching that result in a site visit - You can see which of your website pages people are finding via google - You can see how well you are ranking for specific keywords

3. Google Data Studio - Google Data studio allows you to display data in a way that makes it easier to read and analyze. - You can connect data sources like Google Analytics and Google Search Console, in addition to things like Google sheets.

4. Google Optimize - Allows you to run A/B tests. - You can test multiple versions of a web page and see what works best to drive conversions 5. Google Tag Manager - Allows you to easily implement code onto your site: Things like conversion tracking & event tracking. -Use in conjunction with PPC advertising to see which marketing efforts are resulting in the most conversions.

### Homework

1. Identify your buyer personas. - Who are they? What do they hold? What's their net worth? How many projects do they use? How often? Do they farm, if yes with how much capital? What's their psychographic profile? What's their their demographic profile?

2. Competitive Analysis - Who are your competitors? How much do they charge? How is their customer service? What are they doing well? Where are they dropping the ball and leaving room for you to do better?

3. Product analysis - Where is the product lacking? Is it buggy? Do people understand when they visit the website what they are supposed to do?

4. Brand analysis - Investigate what types of posts have generated the most interest and which tweets currently receive the most traffic. Also, research what keywords have been used by people to find the website and blog. The performance metrics of existing content will help you build up a picture of the type of content that interests your target audience the most.

## Phase 1
Now that you have all the tooling in place and you did your homewotk it's time for your Marketing Strategy Plan. Below a short description of how a makrting plan should look like and what it needs to contain.

The following is optimized for a content marketing campaing.

### Summary

The Summary will be helpful in giving yourself and other constituents an overview of the plan.
This is usually the last thing you do.

### Target Customers
Use your homework to describe who this plan is trying to address.

### Unique Selling Proposition
Clearly state the unique selling proposition in 2 sentences max, it's critical as it distinguishes your company from competitors.

### Pricing & Positioning Strategy
In this section detail the positioning you desire and how your pricing will support it according to the previous point.

### Determine the KPIs for the plan.
Determine and detail your key performance indicators. Keep it short, pick 2, max 3 KPIs that measure the various elements of a marketing campaign.

### Determine the targets.
Those targets should be quantified so that you can assess the success of your marketing campaign on a weekly basis.

### Determine the content.
What kind of Marketing Material is needed? How many of them?
Is it written content, video or memes?
Do written content looks more like a blog or an ebook?
Is design work required?

### Determine resources
Will produce your content in-house or are you going to outsource content creation?
Who manages the content marketing campaign?
Who responds to the comments and questions?

Be realistic.

### Content Production Schedule
The schedule should contain a calendar of publication dates and the personnel assigned to create each piece of content. A publishing calendar will help publish content regularly.

### Distribution Plan
Now you know what content you will produce and when, how is it distributed?
Social media? Guest post in another blog?

### Conversion Strategy
Define in details the conversion strategy, how does the content produces the business objective desired?

### Joint Ventures & Partnerships
Are there any? What is needed for that to happen?

### Referral Strategy
Is there any?

### Retention Strategy
Define in details how you plan to retaing the new customers and re-engage them over time.

## Phase 2
Marketing Strategy execution.

//TODO