---
tags: Tally-Thesis
---

:::info
Proposal 07/21/2021
:::

# Tally

### Process

In the funnel, move "crypto folks" into active token users with the Tally wallet

Engagement

| Goal | Metric |
| ----------------- |:----------------------- |
| Community satisfaction through community experiences| Establish customer lifetime value (CLV) |
| Funnel through a pipeline | Customer satisfaction score|
| Retention | Net promoter score |

## Community Design Concepts:

Design Question: **HOW CAN TALLY BE THE CRYPTOPUNKS OF WALLETS?**

- ***Community-first UX Design Sprint*:**
* Recruit, interview + deliver UX research into the subculture of wallet users : what differentiates a metamask vs rainbow user?
* Synthesize findings and lay out community strategy
* Community Strategy ⇒ de-risk the launch
- **Community Strategy**
⇒ community distribution channels
⇒ content creation
⇒ partnerships
⇒ relationship building + cultivation
⇒ new wallet market opportunities
- **Metaverse Vibe:**
Community froth for token distribution through online events / twitter spaces / discord jams
Strong metaverse presence + viral memes across main metaverse channels.
- **Memetic Desire around Tally**
Compare to what fresh memetic desire Rainbow has achieved in 2021 ([https://medium.com/collab-currency/designing-rainbows-moat-d29f05ddcf8](https://medium.com/collab-currency/designing-rainbows-moat-d29f05ddcf8))
Get into the subculture of DeFi wallet users and know how their behavior is influenced by their fellow DeFi community
Enlist the most culturally relevant web3 / DeFi influencers to advocate for Tally.
Creating the right context + conditions for Tally social signaling to take off

- **First Tally users Contribution Flywheel**
How to incentivize early community to be natural ambassadors, token fans + ecosystem allies of Tally? How to create 100 true Tally fans that scales to 10k true Tally fans in first 60 days?
Find ways to enable colelctive co-creation of Tally wallet (cc Rainbow) and iterate on community feedback. Mobilize community to feel deeply rooted inthe development of Tally
- **Focus on the *fingerspitzengefühl (that 'fingertip feeling')***
Know what differentiates the different wallet user personas, how they're thinking, behaving and know what will light them up.
Execute content that taps in precisely to the crypto culture that Tally wants to appeal to.

---
## How do we get there?

- Incentivize to help each other get tokens on your wallet
- Moving them along the "commitment curve"


Move Tally Wallet's Passive members into Active Members

Convert lurkers into activity token holders

---

## Timeline
The contract will run from a start date of July 28, 2021

Week 1: Onboarding and Initial Strategy Assessment
Tally shares relevant information for Sydney to map out community proposal
Consistent communication for any additional, missing, and follow-up information

Week 2: Incentive Creation vertically for roles, horizontally across roles
Drafting community funnel proposal
Outreach to internal customers to approve or counter strategic direction

Week 3: Initial Launch - Aug 20
Directing distribution channels to funnel
Scaling programming

Week 4: Outreach to current Lead community members
Implement community design
Delegating program owners

Week 5: Onboarding users with objectives and metrics
Scheduling deliverables and assigning points-of-contact
Fixing and preventing churn in the user journey

Week 6: Launch logistics and announcements
Directing distribution channels to funnel
Scaling programming

---

## Additional Options

### #1 Algorithmic installs (Cost TBD)
In-house programmatic media buying to 10K (< 60 days)

PRICE (EXAMPLE)
App Store Optimization (ASO): $2k/geo/per OS/monthly
Apple Search Ads (ASA): $2k/geo/monthly
Google UAC / Search Ads / Play Store: $2k/geo/per OS/monthly
Facebook / Social Ads: $2k/geo/monthly
Performance Network: CPI / CPA; $5k minimum spend
	Average Fintech/Crypto: $3-5 CPI; $15-50 CPA

:::info

**App Store Optimization**

**Deliverables**
ASO Audit Comprehensive Report
Competitor Benchmarking
CVR Audit
iOS App Store Page
Android App Store page
Final Metadata ASO for iOS & Android
Execution / Implementation of keyword metadata into iOS/Android App Page

**Activities**
Keywords Research Analysis App Store
Top Competitors Benchmark
Build a Positioning Strategy For Ranking Top Volume Keywords
Visual Creatives Testing Optimization (as needed)
Design A/B Tests to improve Visibility & Conversion rate
Localization Metadata Optimization in 5 countries / 2 stores

:::

### #2 Influencer Marketing (+ 20,000 DAI)

**Confirmed Content Creators**
- 8 Crypto Content Creators
- Crypto tiktoker (150k+ followers)
- Crypto tiktoker & youtuber (58k+ followers)
- Writer (MIRROR $WRITE race authors (I'm actually not sure about wording here))
- Youtuber & rapper (graduate of Nas Academy Crypto Creator Mastercourse)
- + select content creators joining virtually (total audience already over 1 Million)

**Outcomes:**
- Fully support Tally by creating, distributing, and amplifying the content across several different platforms
- Personally help each crypto companies/projects broker relationships with preferred crypto content creators for longer term audience loyalty
- Highlight 5 crypto industry experts with beautifully formatted content.

**Sponsorship opportunities:**

- Daily youtube video recapping the lessons learned & all content pushed (sponsored)
- Weekly weekend hackathons where multiple creators collaborate on multiple campaigns
- Daily tweet highlighting the crypto project, industry expert, or concept that we are covering (sponsored)
- Weekly "office hours" where creators can invite fans to ask questions about the most recent crypto content pushed out (sponsored)
- Weekly fireside chat with a crypto industry expert that will be published to youtube, made into tiktoks, tweet threads, infographics in Renaissance's aesthetic, mirror post, and a snippet in a podcast (sponsored)
- Sponsoring companies can send in their merch for creators to wear in tiktoks, youtube videos, and photos.

---

## Review

Aug 17 - 20 - soft launch announcement
Product Launch: Sept 30th

Use:
- download
- claim tokens
- community tokens

#### Marketing
Influencer/Internally
Serotonin/Messaging
Discords
Referral Code

Management around this:
Ambassador Community in Keep, cross polinate bring some over potentially

Metric:
5000 - 10,000 people two weeks out hit the token

capital unlock goal?

incentive: we have a DAO proposal to get funding

Installs Chrome, not mobile

YLVIS, LLC

deeper metris, traffic source

## Next Steps
- schedule onboarding call
-