Project Overview:

Project Phoenix 2.0 is a strategic initiative designed to provide the Cardano ecosystem with actionable intelligence to optimize its engagement and achieve adoption within the strategically vital Japanese market. This project will employ a multi-faceted research approach to address the current limitations in understanding the nuanced dynamics of the Japanese market, enabling data-driven decision-making across marketing, communication, and product development toward long-term, mainstream integration.

Project Objectives:

• Uncover critical insights from a diverse range of Japanese stakeholders, including Web3 pioneers and the dominant established leaders in government, technology, industry, and finance that we are not privy to.

• Deliver strategic advisory that transcends traditional consulting, providing a primer on the key challenges and opportunities in the market and a clear, actionable roadmap for the community that will give it insight with impact for success here.

• Generate exclusive and data-driven recommendations for more effective messaging, targeted outreach, and product roadmap alignment, facilitating advancement and adoption.

Ultimately, provide the Cardano ecosystem with the strategic direction needed to maximize its impact and achieve widespread, sustainable success in the Japanese market.

Components: The project comprises three key research components:

1. Qualitative Deep Dive: Multi-Sector Influencer Insights (Estimated Interviews: 18)

Methodology: In-depth, semi-structured interviews will be conducted with key Japanese influencers, categorized to provide a holistic market view.

Target Participant Categories:

• Web3 & Crypto Pioneers: CEOs, founders, and key executives of prominent Japanese cryptocurrency exchanges, blockchain projects, and Web3 infrastructure providers.

• Web3 & Crypto Media: Editors, senior journalists, and influential content creators from leading Japanese cryptocurrency and blockchain news outlets and platforms.

• Fintech & Financial Institutions: Senior leaders and innovation heads from major Japanese financial institutions and fintech associations.

• Technology & Communications Leaders: Executives and strategists from leading Japanese technology and communications companies, providing their opinions and possible insights into their plans for Web3 integration and potential adoption barriers.

• Government & Policy Experts: Influential figures from government agencies, regulatory bodies, and advisory committees with expertise in digital asset regulation and technology policy.

• Strategic Consultants: Partners or senior managers from leading management consulting firms with expertise in digital transformation and market entry strategies in Japan.

Purpose: To gain nuanced understanding of diverse perspectives, priorities, concerns, and recommendations for Cardano's engagement strategy, spanning from early adopters to mainstream institutions that are not readily available.

2. Quantitative Market Assessment: Media & Open Source Analysis

Methodology: Comprehensive analysis of Japanese media coverage (news outlets, online platforms), blog content, social media trends, and other relevant open-source data.

Purpose: To gauge broader public and industry sentiment, identify key trends, measure Cardano's current visibility, and understand the competitive landscape.

3. Quantitative Community Survey: Sentiment & Adoption Drivers

Methodology: A targeted, anonymous online survey deployed to a representative sample of the Japanese Web3 and crypto community.

Purpose: To gather statistically significant data on awareness, understanding, adoption drivers and barriers, feature preferences, and information consumption habits within the target audience.

Despite Japan's global presence, access to insights and a wealth of data from key Japanese influencers and leaders presents a unique challenge.

A preference for carefully considered viewpoints creates a barrier to fully understanding market dynamics and the true inner workings.

Consequently, our knowledge of critical nuances, perceptions, and adoption barriers within this market remains limited.

This limited access hinders the development of highly targeted strategies to gain traction and achieve scalable expansion.

Assumptions based on other markets may lead to misaligned efforts, missed opportunities, and inefficient resource allocation.

Furthermore, Japan exhibits a strong preference for messaging and engagement approaches that acknowledge its distinct market characteristics and cultural identity.

Providing exclusive insights and data based knowledge to navigate the market and forge a way forward to success in Japan.

This proposal outlines a qualitative and quantitative survey designed to equip the Cardano ecosystem with actionable intelligence. By strategically engaging key stakeholders and a representative audience, we will uncover critical insights that will:

• Present opportunities for growth and engagement
• Uncover any issues to address
• Inform product roll out
• Enhance targeted outreach
• Establish baseline brand metrics including sentiment
• Optimize marketing and communications for market resonance

This initiative will deliver indispensable foundational data, charting a clearer course to underpin Cardano's strategic growth and long-term success in Japan.

A Multi-Phased Approach to Actionable Market Intelligence

This proposal is structured around a phased delivery approach, ensuring that each stage builds upon the previous one in a comprehensive and actionable report based on the intelligence and advice of market influencers and the data to take out the guess work.

Phase 1: Foundation - Qualitative Research (Weeks 1-4)

Deliverable 1.1: Influencer Identification and Outreach Strategy

Definition of Done:

• Finalized list of 30 key Japanese influencers across the specified categories (Web3/Crypto Leaders, Web3/Crypto Media, Fintech Media, Fintech Associations, Technology Leaders, Government/Policy Experts, Strategic Consultants).

• Detailed outreach plan, including personalized messaging (in Japanese), scheduling protocols, and communication templates.

• Confirmation of participation from a minimum of 15 influencers (target of 18 that we will work our network to ensure that we hit the sweet spot and ensure the discovery of unprecedented knowledge).

Deliverable 1.2: Qualitative Interview Questionnaire Development

Definition of Done:

• Interview questionnaire comprising 10 - 15 carefully crafted, semi-structured questions covering key areas of inquiry (e.g., Cardano perceptions, market dynamics, adoption barriers, opportunities).

• Secure participation from a minimum of 15 influencers (with an ambitious target of 18), proactively utilizing our network and employing a multi-faceted approach to guarantee optimal participation and the acquisition of groundbreaking insights.

• Questionnaire will also include bespoke questions depending on the interviewee and additional questions may arise during the interview to elicit the most complete responses.

• Interview guides and protocols provided for the team.

Deliverable 1.3: Pre-Interview Preparation and Logistics

Definition of Done:

• Background research on each confirmed influencer, including their expertise, affiliations, and past statements.

• Preparation of tailored interview materials (e.g., key Cardano information, discussion points) for each participant.

• Confirmation of interview schedules, locations, and any specific requirements.

• Arrangement of necessary logistics for in-person interviews (if applicable), including travel, venues, and recording equipment.

Deliverable 1.4: Execution of Qualitative Interviews

Definition of Done:

• Successful completion of in-depth interviews with a minimum of 15 confirmed influencers.

• Summaries of each interview, capturing key insights, opinions, and recommendations.

Phase 2: Quantitative Market Assessment (Weeks 4 - 9)

Deliverable 2.1: Media Monitoring and Brand Assessment Setup

Definition of Done:

• Configuration of the media monitoring tool with relevant Japanese keywords, sources, and parameters.

• Establishment of baseline metrics for Cardano's media presence.

• Definition of a methodology for analyzing media coverage and identifying key trends.

Deliverable 2.2: Community Sentiment Survey Development (If Selected)

Definition of Done:

• Design and development of a concise (7 - 12 question) online survey (in Japanese) to gauge community sentiment and adoption drivers (we will aim for more multiple).

• Survey questions are reviewed and approved by selected DReps (e.g., through a forum feedback process).

• Development of a detailed distribution plan to reach the target community.

Deliverable 2.3: Collection and Analysis

Definition of Done:

• Media monitoring period to be determined with regular data collection and analysis.

• Needs assessment and goal definition

• Objectives

• Format and metrics

• Platform configuration

• Ongoing monitoring and analysis

• Analysis of trends, sentiment, and key themes

• Generate reports based on objectives

• Refine search queries as needed

• Data interpretation and actions

• Translate insights into actionable strategies

• Cleaning and processing of all collected data

• Statistical analysis of survey data, including descriptive statistics and identification of key trends.

Phase 3: Integration and Reporting (Weeks 9 - 12)

Deliverable 3.1: Integrated Japanese Market Insights Report

Definition of Done:

• A comprehensive report (in English and Japanese) synthesizing the findings from both the Qualitative Research Report and the Quantitative Market Assessment Report.

The report includes:

• Executive summary of key findings
• Detailed analysis of influencer perspectives, market dynamics, adoption drivers and barriers, competitive landscape, and regulatory considerations
• Actionable recommendations for marketing, communication, product development, and partnership strategies, etc.
• Visualizations and data representations to enhance clarity and impact

Deliverable 3.2: Community Presentations

Definition of Done:

• Preparation of engaging and informative presentation with accompanying slides summarizing the key findings and recommendations.

• Delivery of the presentation to the Cardano community

• Recording of the presentations for future access.

What the Community Will Ultimately Receive:

This project is designed to deliver a variety of benefits to the Cardano ecosystem. Specifically we will address critical challenges and pave the way for growth in the Japan market.

1. Insight into Perception Challenges:

Objective and Quantified Assessment: The research will provide a clearer verified understanding of the current perception of Cardano within Japan, moving beyond anecdotal evidence. This will include:

• Analysis of specific perceptions regarding technology and speed.

• Identification of the root causes of sentiment towards the platform, issues, and the why.

• Quantification of the extent of these perceptions among different stakeholder groups.

Actionable Problem Definition: This data will enable the community to move beyond general awareness of the issues and define the precise nature and scope of the challenges that need to be addressed.

2. Strategic Roadmap for Perception Correction and Rebuilding: Targeted Communication Strategies: The research will inform the development of highly effective communication strategies designed to:

• Address specific concerns about Cardano's tech

• Reframe the narrative around Cardano's strengths and future potential

• Rebuild trust and credibility with key stakeholders.

Community-Driven Solutions: The findings will be shared transparently with the Cardano community to facilitate a collaborative effort in developing solutions and strategies for improvement.

3. Cultivating Influencer Engagement and Advocacy:

Valued Partnerships: This project will prioritize making key Japanese influencers and leaders feel heard, valued, and integral to Cardano's future in Japan. This will be achieved through:

• Personalized outreach and engagement.

• Transparent communication of the research's strategic importance.

• Opportunities for influencers to shape Cardano's narrative and direction.

Long-Term Advocacy: By fostering strong relationships and demonstrating a genuine commitment to their input, we will cultivate powerful advocates for Cardano within Japan.

4. Foundation for a Vibrant Future:

Strategic Growth Framework: The research will provide the foundational data and strategic framework necessary to:

• Overcome current obstacles and build a stronger foundation for growth.

• Develop effective market entry and expansion strategies.

• Position Cardano for long-term success and widespread adoption in Japan.

Catalyst for Positive Change: This initiative will serve as a catalyst for positive change, moving the Cardano ecosystem beyond past challenges towards a vibrant and prosperous future in Japan.

Project Phoenix 2.0: Cost Allocation by Research Component

This budget allocation focuses on direct research costs to achieve foundational insights within the Japanese market for Cardano.

1. Qualitative Deep Dive: Illuminating Influencer Perspectives (Estimated Total: $33,000 USD)

Personnel:

• Project Director / Qualitative Research Lead (Focused Effort - 50% of time)
• Research & Coordination Support (Qualitative Focus - 50% of time)
• Project Administrator (Logistics Reporting Support)
• Advisor (Meeting facilitation, questionnaire development)

Direct Expenses:

• Travel & Virtual Interview Support
• Translation & Localization (Qualitative Interview Materials & Key Findings - Integrated into personnel)

2. Quantitative Market Assessment: Analyzing Media & Open Source Discourse (Estimated Total: $15,600 USD)

Personnel:

• Project Director
• Quantitative Research & Analysis Specialist (Monitoring Focus - 25% of time)
• Research & Coordination Support (Monitoring Support - 10% of time)

Direct Expenses:

• Media Monitoring Tool (Focused 3-Month Subscription)
• Translation & Localization (Monitoring Insights - integrated into personnel)
• Visual Content Creator

3. Quantitative Community Survey: Gauging Sentiment & Adoption Drivers (Estimated Total: $10,800 USD)

Personnel:

• Project Director
• Quantitative Research & Analysis Specialist
• Research & Coordination Support (Survey Support - 40% of time)

Direct Expenses:

• Survey Platform & Basic Distribution
• Translation & Localization (Survey Materials & Key Findings)
• Visual Content Creator (Survey Data Visualization)

Total Estimated Project Cost: $59,400 USD

Team size: 4

• Project Director: 1
• Qualitative Research Lead: 1
• Quantitative Research & Analysis Specialist: 1
• Research & Coordination Support: 0.5
• Advisor: .25
• Presentation, graphics: .25

Groupon Japan Rebranding Project:

Led the strategic planning and execution of Groupon Japan's rebranding initiatives. A critical component of our research involved conducting meetings with influencers in media and industry.

We also conducted several focus group surveys with segmented swaths of our clientele to gain deep, qualitative and quantitative understanding of their perceptions, attitudes, and connections to the brand and competitor offerings including their appetite for a return to the market for New Year’s catering.

Recognizing the pivotal role of media in shaping public perception of our rebranding, we directly engaged with executives and senior editors from key Japanese media outlets, conducting in-depth interviews to understand their perspectives on the brand, identify recovery opportunities and explore opportunities for positive coverage. This proactive approach, combined with large-scale online surveys, informed the development of a new brand positioning, messaging framework, and campaign direction and roll out.

Relevance to Cardano: This demonstrates experience in:

• Designing and implementing multi-method research, including in-person qualitative engagement.

• Engaging with and interviewing media and industry executives to understand their perspectives and influence narratives.

• Analyzing both quantitative and qualitative data to inform brand and campaign strategy.

• Managing a brand transformation in the Japanese market, highly relevant to Cardano's new take off.

This proposal is structured to deliver immediate value through the research findings and enduring assets for the Cardano ecosystem. To ensure the longevity and effective utilization of the project's outputs, Lightning Communications will implement a comprehensive post-implementation administration framework with process management and proactive dissemination.

1. A digital repository will be established to house all project deliverables, including:

• The complete Qualitative Research Report (English and Japanese)
• The comprehensive Quantitative Market Assessment Report (English and Japanese)
• Executive summaries of key findings (English and Japanese)
• Presentations of data insights (suitable for various community forums)
• Anonymized raw survey data (securely archived for potential future analysis)

This will be hosted on an accessible platform (e.g., a dedicated section of the Intersect website, a secure cloud-based storage system with clear access protocols) to ensure ease of use for all stakeholders.

A version control system will be implemented to track updates and revisions to the reports and presentations, ensuring that the community always has access to the most current information. 2. Knowledge dissemination and community engagement will be conducted through: Multi-Channel Communication Strategy Lightning Communications will develop and execute a proactive communication strategy to disseminate the key findings and recommendations across the Cardano ecosystem. This will involve: Presenting findings in a live community forum with interactive Q&A sessions. Collaborating with relevant Intersect committees and ecosystem teams to integrate findings into their ongoing activities. We will conduct presentations to leaders of the community on an ad hoc basis. We will be available to answer questions from the community and provide further clarification on the research findings. 3. Actionable Recommendations and Implementation Support:

• Prioritized Action Plan: The final integrated report will include an action plan, outlining steps that relevant Intersect committees and ecosystem teams can take to implement the research recommendations.

• Strategic Guidance and Consultation: Lightning Communications will offer consultation and guidance to Intersect committees and ecosystem teams on how to effectively integrate the research findings into their strategies and initiatives.

4. Long-Term Data Archival and Future Research:

• A clear protocol will be established for accessing the archived data for future research projects, ensuring responsible and ethical data utilization.

• The insights and methodologies developed in this project will serve as a valuable knowledge base for future market research initiatives within the Cardano ecosystem.

Administration Processes: Lightning Communications is committed to providing exemplary administrative support throughout the project lifecycle.

• Ensure timely delivery of all deliverables and effective communication.
• Maintain open and transparent communication with the Intersect community and all relevant stakeholders.
• Implement processes to ensure the accuracy, reliability, and validity of all research findings and reports.
• Demonstrate an understanding of cultural nuances and ensure that all communication and deliverables are culturally appropriate.
• Prioritize client needs and exceed expectations.

This comprehensive approach to post-implementation administration ensures that Project Phoenix 2.0 investment yields maximum and sustained value for the Cardano ecosystem, driving strategic growth and informed decision-making for years to come.

This proposal primarily aligns with the "Marketing and Community Growth" budget category. The insights generated from this survey are foundational for developing effective marketing strategies, understanding market needs, and tailoring communications. It may also have a secondary alignment with "Ecosystem Development" by navigating partnership opportunities and informing strategies for broader adoption within Japan.

While this proposal is in its initial stages, we anticipate strong community endorsement due to the recognized strategic importance of the Japanese market. We will actively engage with key community leaders and gather informal feedback especially for the development of the questionnaire and our outreach to the border Cardano community.

DRep engagement and approval.