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BEAM Marketing Profile

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Overview of BEAM, a Mimblewimble privacy cryptocurrency project. This report focuses on the brand's marketing effectiveness relative to direct competitors such as GRIN, Monero, PIVX, Zcash, and Zcoin. Includes BEAM history, marketing audit, competitive analysis, and marketing SWOT.

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BEAM Marketing Profile

  1. 1. April 19, 2019 BEAM Mimblewimble Implementation “Scalable confidential cryptocurrency”
  2. 2. Disclosure ‣ BEAM is a current client of Brian D. Colwell, Inc., and has a consulting relationship with Brian Colwell for marketing services. ‣ This report was not commissioned or arranged in any way by BEAM. ‣ The author, Kristen Colwell is currently assisting a BEAM community group in the creation of an educational website focused on sovereignty. !2
  3. 3. Preface ‣ Purpose: Provide a “living” profile of Beam Development Limited (BEAM) that is updated regularly, and presented in an easy-to- read format. ‣ Methodology: Organize information and data about BEAM into a series of stand-alone slides. Reference sources in the presentation notes, and update frequently using publicly accessible sources. As possible, augment with official responses by the BEAM team. ‣ Feedback Loop: Reader feedback and commentary is encouraged, and once assessed, may be utilized to update/add to the research. Use the change log to keep up with edits to the report. !3
  4. 4. Report Contents 1. Change Log 2. Introduction to BEAM 2.1. Governance Model 2.2. History 2.3. Roadmap 2.4. Value Propositions 2.5. Target Audiences 2.6. Related Entities 3. Marketing Audit 3.1. Branding 3.2. SEO 3.3. Website 3.4. Social Media 3.5. Off-Line 5. Competitive Analysis 5.1. Direct Competition 5.2. Indirect Competition 5.3. Replacement Competition 6. Marketing SWOT 7. About the Author 8. About Brian D Colwell, Inc. 9. Sources !4
  5. 5. Change Log ✓ 4/19/19: Reconsidered coinmarketcap.com data versus that of messari.io/onchainfx for more accurate overviews, updated marketing competitor charts and graphs, added SWOT analysis section ✓ 3/21/19: Added methodology throughout, built out competitive analysis charts ✓ 3/20/19: Updated Moz SEO indicators, referencing analytics.moz.com/pro ✓ 3/19/19: Updated competitive analysis, referencing web.dev, social-searcher.com, socialblade.com, and Google page speed tool ✓ 3/4/19: Selected direct, indirect, and replacement competitors, referencing coinmarketcap.com ✓ 3/3/19: Built out competitive framework, selected direct competitors and began filling out details, referencing coinmarketcap.com ✓ 3/2/2019: Built out history, referencing medium.com/ beam-mw; built marketing audit framework ✓ 3/1/2019: Updated history and roadmap, and added value propositions, referencing beam.mw, medium.com/beam- mw, and the BEAM Position Paper ✓ 2/28/19: Created report referencing beam.mw, coinmarketcap.com, and medium.com/beam-mw !5
  6. 6. Company Profile Methodology ‣ Goal: Provide a concise overview of BEAM, with a focus on marketing strategy and tactics. ‣ Approach: Document BEAM governance model, history, roadmap, and related entities; while hypothesizing value propositions and target audiences. ‣ Constraints: Content is limited to what can be found publicly online, though this provides a valuable external view of brand effectiveness. !6
  7. 7. Produced by Brian D Colwell, Inc. All rights reserved. Introduction to BEAM
  8. 8. BEAM: Scalable Confidential Cryptocurrency ‣ Founded July 19, 2018 ‣ 7 full-time developers ‣ Marketing team ‣ Management team ‣ Advisor team ‣ No ICO or premine ‣ Mimblewimble implementation ‣ Proof of Work ‣ All transactions are private ‣ Maintained by non-profit BEAM Sovereign Money Foundation ‣ Funded through block reward mechanism ‣ Emitted during the first five years ‣ Mainnet launched January 3, 2019 ‣ Block time: 60 seconds ‣ Equihash algorithm !8 Coin Market Cap (4/19/2019) ‣ Symbol: BEAM ‣ Rank: 318 ‣ Market Cap: 1,916 BTC ‣ Volume (24 hr): 808 BTC ‣ Circulating Supply: 14,798,400 BEAM ‣ Max Supply: 262,800,000 BEAM OnChainFX (4/19/2019) ‣ Liquid Marketcap Rank: 241
  9. 9. BEAM Governance Model ‣ No premine ‣ No ICO ‣ Backed by treasury ‣ Establishing a non-profit to govern the protocol “BEAM will be sustained through the company’s backing initially, which will shift to a non-profit foundation to govern the protocol and base tech. Beam LTD will switch to focus on building various revenue generating use cases on top of the Beam Open Source protocol/currency. Twenty percent of the Treasury coins will go towards the Beam Foundation.” BEAM Telegram FAQ Bot !9
  10. 10. July 19, 2019: BEAM Founded ‣ July 19th was chosen specifically because it marks the day that an anonymous developer Tom Elvis Jedusor first proposed Mimblewimble in 2016 ‣ BEAM is a novel implementation of Mimblewimble ‣ Technical team led by Alex Romanov - Seven full-time developers upon launch  ‣ BEAM implemented Mimblewimble from scratch using C++ ‣ BEAM blocks are mined using memory-hard Equihash Proof-of-Work algorithm - Block time is 1 minute on average ‣ Advisors: Yonatan Ben Shimon, Guy Corem, Sebastian Stupurac, Stas Oskin, and Oliver Gale !10
  11. 11. January 3, 2019: Mainnet Launch Mainnet release components: ‣ Desktop wallet app (including CPU miner node) Linux, Mac, Windows ‣ CLI Wallet (Linux, Mac, Windows) ‣ BEAM Node (Linux, Mac, Windows) ‣ Stand-alone OpenCL miner (Linux and Windows) ‣ Stand-alone Cuda miner (Linux and Windows) !11
  12. 12. January 24, 2019: 
 2019 Roadmap Released BEAM Mission: Create a currency that supports 
 multiple use cases and works for businesses and individuals. BEAM 2019 Roadmap Announcement ‣ Beam Core: Beam currency and payments network ‣ Beam Compliance: opt-in compliance/auditability  !12
  13. 13. March 14, 2019: 
 2019 Roadmap Updated !13
  14. 14. February 7, 2019: Litecoin Foundation Cooperation Announced ‣ The Litecoin Foundation approached Beam about possible cooperation to implement Mimblewimble via Extension Blocks on Litecoin ‣ Exploring addition of privacy and fungibility to Litecoin by allowing on-chain conversion of regular LTC into a Mimblewimble variant of LTC (and vice versa), making it possible to transact with Mimblewimble LTC in complete confidentiality !14
  15. 15. BEAMValue Propositions ‣ Confidentiality ‣ Compliance ‣ Scalability “Scalable confidential cryptocurrency” BEAM Tagline !15
  16. 16. BEAMValue Proposition 1: Confidentiality “Users have complete control over privacy - a user decides which information will be available and to which parties, having complete control over his personal data in accordance to his will and applicable laws.” BEAM Position Paper !16
  17. 17. Confidentiality Features ‣ All transactions are private by default ‣ No addresses or other private information is stored on the blockchain !17
  18. 18. BEAMValue Proposition 2: Compliance “Crypto-currencies are often criticized for being used by "gray market" and virtually inappropriate for compliant businesses due to their inherent non-transparency. So we'd like to give compliant businesses appropriate tools to be as transparent as possible for the appropriate authorities, while remaining confident to others.” BEAM Wallet Audit !18
  19. 19. BEAM Compliance Suite “The Compliance Suite will be a complex piece of software incorporating various use cases, integrated third-party services, and conforming to country-specific regulations.” BEAM Roadmap Announcement !19
  20. 20. BEAM Compliance Suite Components Compliant Wallet - Business wallet - Business spends legally only what it received legally - Configured for auditing - Ability to generate public/private auditor key pairs for different authorities ๏ Proof of concept planned for June 2019 ๏ Alpha planned for September 2019 ๏ Alpha 2 planned for December 2019
 Auditor Interface - Public key is confidential, not to be disclosed by the auditor - Auditor sees life cycle of every UTXO !20
  21. 21. BEAMValue Proposition 3: Scalability “Superior scalability through compact blockchain size - using the “cut-through” feature of Mimblewimble makes the BEAM blockchain orders of magnitude smaller than any other blockchain implementation.” BEAM Position Paper !21
  22. 22. Scalability Features ‣ Superior scalability due to compact blockchain size ‣ The Mimblewimble “cut-through” feature helps to avoid excessive computational overhead ‣ BEAM confidential transactions do not cause bloating of the blockchain, avoiding excessive computational overhead, or penalty on performance or scalability while completely concealing the transaction value !22
  23. 23. TwoTarget Audiences: Individual and Enterprise !23 Individual Users Enterprise Users Value Privacy, Sovereignty Cryptocurrency Use, Business Innovation Need Security, Liquidity Scalability, Professional Service Want Private Transactions Auditable Transactions
  24. 24. BEAM-Related Entities ‣ BEAM Sovereign Money Foundation ‣ Project Lumini !24
  25. 25. BEAM Sovereign Money Foundation ‣ To be set up as a non-profit, most likely in Switzerland ‣ Will be governed by a Board of Directors comprising reputable industry figures. ‣ The foundation will be receiving a significant part of the Treasury, and will fund projects and initiatives in the areas of Applied and Basic research, Development of Beam and Mimblewimble, Awareness, Financial Literacy and more. !25
  26. 26. Project Lumini “Lumini’s goal is to create a bridge between Beam blockchain and one or more smart-contract blockchains, enabling decentralized conversions of tokens into Beam Confidential Assets and allowing private trading of those assets.” BEAM 2019 Roadmap !26
  27. 27. Produced by Brian D Colwell, Inc. All rights reserved. Marketing Audit
  28. 28. Marketing Audit Methodology ‣ Goal: Provide a detailed snapshot of BEAM marketing. ‣ Approach: Document BEAM’s digital and offline marketing tactics to form an opinion of the overall strategy and effectiveness. ‣ Constraints: Author does not have access to internal marketing analytics, and uses free tools by Google, Moz, Social Search, and Social Blade to gather data. !28
  29. 29. Audit Sections ‣ Branding ‣ SEO ‣ Website ‣ Social Media ‣ Off-Line !29
  30. 30. Branding “Branding is the process of giving a meaning to specific company, products or services by creating and shaping a brand in consumers’ minds.” The Branding Journal !30
  31. 31. Thoughts on Cryptocurrency Branding Audiences ‣ Humans ‣ Algorithms !31 Common Issues ‣ Brand cannibalization (e.g., Bitcoin versus Bitcoin Cash) ‣ Brand name conflicts and keyword confusion ‣ Creating and communicating a concise value proposition Defining Success ‣ Discoverability in search ‣ Size of user base ‣ Website traffic volume and behavior
  32. 32. Brand Indicators ‣ Google search engine result page (SERP) positioning ‣ Google Knowledge Graph exposure ‣ Google News, Video, and Image exposure ‣ Brand conflicts !32
  33. 33. Google Search Engine Result Page (SERP) Positioning !33 Search Text Page 1 Coverage Knowledge Graph News Video Image “BEAM” ☑ ❌ ☑ ☑ ☑ “BEAM privacy” 🏆 ❌ 🏆 🏆 🏆 “BEAM crypto” 🏆 ❌ 🏆 🏆 🏆 ❌ = no coverage. ☑ = some coverage ☑ ➕ = coverage 🏆 = dominanceUpdated: 3/19/19
  34. 34. Brand Conflicts ‣ Beam Solutions ‣ Beam Wallet !34
  35. 35. Beam Solutions
 www.beamsolutions.com ‣ API-based SaaS platform ‣ Focus on scalability and compliance for enterprise users ‣ Machine learning and data sources fueled compliance software for entities utilizing blockchain ‣ Software analyzes hundreds of factors about millions of financial transactions to adaptively search for abnormal trends and activity !35
  36. 36. BeamWallet
 www.beamwallet.com ‣ Used by 750,000+ people, Beam is the leading mobile wallet app in UAE ‣ Available on AppStore and Google Play ‣ For business owners: - View direct feedback from customers and understand spending patterns and behaviors!36
  37. 37. Produced by Brian D Colwell, Inc. All rights reserved. SEO !37 “SEO stands for Search Engine Optimization, 
 which is the practice of increasing the 
 quantity and quality of traffic to your website 
 through organic search engine results.” Moz
  38. 38. Understanding the Role of Search Engines in the Decision Making Process ‣ Search dominates the flow of information: - 3.5 billion Google searches per day, worldwide - 92% of global search takes place on Google ‣ Search engines rely on algorithms to deliver relevant results ‣ Social media networks also rely on algorithms to populate news feeds ‣ APIs are designed with algorithms in mind - Some APIs scrape web content, which is then shared across social media platforms !38
  39. 39. SEO Indicators ‣ Domain and page authority - Moz ‣ Ranking keywords - Moz ‣ Web.dev ratings - Google !39
  40. 40. Domain and Page Authority ‣ Page Authority: 43 ‣ Domain Authority: 40 ‣ Linking domains: 687 ‣ Inbound links: 3,100 ‣ Ranking keywords: 57 !40 Updated: 3/20/19
  41. 41. BEAM.mw Ranking Keywords ‣ 57 ranked keywords - 13 on positions #1-#3 - 5 on positions #4-#10 ‣ Ranking for two critical non-brand terms (privacy cryptocurrency and privacy coin) !41 Updated: 3/20/19
  42. 42. Web.dev Ratings ‣ Gathered from Google’s Web.dev - Performance: 66 - Accessibility: 71 - Best Practices: 77 - SEO: 86 !42 Updated: 3/19/19
  43. 43. Produced by Brian D Colwell, Inc. All rights reserved. Website !43 “Websites promote you 24/7. 
 No employee will do that.” Paul Cookson
  44. 44. DefiningWebsite Success ‣ Website strategy should be driven by business metrics to ensure ROI - How readily does the website perform in related searches? - How well does the website convert visitors into users? - How many wallet downloads can be attributed to traffic from the website? !44
  45. 45. Website Indicators ‣ Page speed: mobile and desktop - Google ‣ Top pages - Moz ‣ Top linking domains - Moz !45
  46. 46. Page Speed ‣ Gathered from Google Developer Tools - Mobile speed score: 55 - Desktop speed score: 90 !46 Updated: 3/20/19
  47. 47. Produced by Brian D Colwell, Inc. All rights reserved. Top Pages ‣ Not surprisingly, the BEAM homepage is the top page in terms of page authority, with 687 linking domains. ‣ The BEAM downloads page is tied for 5th in page authority, with 62 linking domains. Updated: 3/20/19
  48. 48. Produced by Brian D Colwell, Inc. All rights reserved. Top Linking Domains ‣ Medium, Forbes, and Yahoo Finance are the top linking domains ‣ Forbes has a relatively high spam score of 33% Updated: 3/20/19
  49. 49. Produced by Brian D Colwell, Inc. All rights reserved. Social Media !49 “Social media isn't a one-way broadcast; 
 it's a multiway opportunity for dialogue.” Clara Shih
  50. 50. Defining Social Media Success ‣ Similar to website success, social media strategies must align with business goals to ensure ROI. - Increase brand awareness - Cultivate fan base - Attract media attention - Maximize cross-platform search-ability !50
  51. 51. Social Media Indicators ‣ Breadth of social platform ‣ Brand consistency across channels ‣ Social media mentions !51
  52. 52. BEAM Social Platform !52 Latest Post Followers Note Facebook None 0 No official page Twitter March 18, 2019 9,257 YouTube January 3, 2019 252 Joined Aug 25, 2018 4,296 views LinkedIn None 0 No official page BitcoinTalk March 11, 2019 n/a Legendary Status, 1027 Merit Reddit March 18, 2019 1,205 GitHub March 17, 2019 56 4,611 commits Telegram March 19, 2019 6,938 Updated: 3/19/19
  53. 53. Brand Consistency !53 Updated: 3/19/19
  54. 54. Social Media Mentions ‣ Gathered from Social-Searcher ‣ March 18 - 19, 2019 activity ‣ 122 mentions ‣ 95 users ‣ 10:0 sentiment rating !54 Updated: 3/19/19
  55. 55. Produced by Brian D Colwell, Inc. All rights reserved. Off-Line !55 “Offline marketing strategies utilize offline media channels to create awareness. These campaigns can include radio and print advertising – including billboards, signs and pamphlets – telemarketing, and television ads.” Marketing-Schools.org
  56. 56. Off-Line in an OnlineWorld ‣ World class brands are known for bridging the gaps between on- and off-line experiences. For crypto projects off-line tactics include: - Conference attendance / sponsorship - Meetups - Mass advertising - Merchant point of sale usage - Direct mail !56
  57. 57. Produced by Brian D Colwell, Inc. All rights reserved. Competitive Analysis
  58. 58. Competitive Analysis Methodology ‣ Goal: Provide an in-depth analysis of BEAM marketing metrics relative to its direct competitors. ‣ Approach: Identify direct competitors, then gather marketing metrics, and present in various ways to uncover trends and anomalies. ‣ Constraints: Metrics are limited to what can be found publicly online. Metrics such as those from coinmarketcap.com fluctuate greatly. !58
  59. 59. 3 2 Degrees of Competition 1. Direct: similar products and revenue goal 2. Indirect: Similar products, different revenue goal 3.Replacement: substitute products, same customer time/money !59 1
  60. 60. BEAM Competition Selection ‣ Direct Competitors: - Privacy focus - Ranked on Coin Market Cap ‣ Indirect Competitors - Coin Market Cap Leaders ‣ Replacement Competitors - Visa, JP Morgan Chase !60
  61. 61. Why Coin Market Cap Matters ‣ Coin Market Cap is plagued with issues such as fake trading volume. However, Coin Market Cap data has already been adopted by the cryptocurrency industry at large as a trusted data source. ‣ Coin Market Cap data propagates content across the web thanks to APIs, content scrapers, and writers. ‣ The accuracy of data has not diminished the importance of this platform in evaluating project success relative to the industry. !61
  62. 62. Produced by Brian D Colwell, Inc. All rights reserved. Direct BEAM Competitors !62 Competitor BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin Symbol BEAM GRIN ZEN XMR NIX PIVX ZEC XZC Founded 7/19/2018 1/25/2019 5/23/2017 4/18/2014 4/30/2018 11/25/2015 10/28/2016 9/28/2016 CMC Rank 318 175 111 12 408 99 23 88 Market Cap (BTC) 1,916 4,370 8,529 219,678 1,343 9,998 83,574 11,591 24 Hr Volume (BTC) 808 2,916 175 19,301 20 252 49,140 264 Proof Type PoW PoW PoW PoW PoS PoS PoW PoW Block Time 60 sec 75 sec 151 sec 120 sec 120 sec 60 sec 150 sec 300 sec Algorithm Equihash Cuckoo Cycle Equihash Crypto Night Lyra2RE Quark Equihash MTP Updated: 4/19/19
  63. 63. Direct Competitor Comparisons ‣ Google exposure ‣ Social-Search indicators ‣ Moz indicators ‣ Google’s web.dev indicators ‣ Google page speed scores ‣ Discoverability on mobile and desktop ‣ Twitter grade ‣ 24-hour volume/social media mentions ‣ CMC position / domain authority !63
  64. 64. Produced by Brian D Colwell, Inc. All rights reserved. Google Exposure !64 BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin Google Page 1 Coverage ☑ ☑➕ ☑➕ 🏆 ❌ 🏆 🏆 🏆 Google Knowledge Graph ❌ ❌ ❌ 🏆 ❌ ❌ 🏆 ❌ Google News ❌ 🏆 🏆 🏆 ❌ 🏆 🏆 🏆 Google Video ❌ 🏆 🏆 🏆 ❌ 🏆 🏆 🏆 Google Images ❌ ☑ 🏆 🏆 ❌ 🏆 🏆 🏆 ❌ = no coverage. ☑ = some coverage ☑ ➕ = coverage 🏆 = dominanceUpdated: 3/19/19
  65. 65. Produced by Brian D Colwell, Inc. All rights reserved. Social-Search.com Social Media Indicators !65 BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin Mentions 122 120 121 347 5 215 121 125 Users 95 88 77 193 4 131 88 97 Sentiment 10:0 9:1 10:0 4:1 2:0 9:1 9:1 10:0 Updated: 3/19/19
  66. 66. Produced by Brian D Colwell, Inc. All rights reserved. Moz SEO Indicators !66 BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin Domain Authority 40 42 47 69 36 46 61 49 Page Authority 43 47 40 53 38 51 58 51 Linking Domains 687 1,012 542 897 279 2,000 5,400 1,900 Ranking Keywords 57 112 0 133 5 70 64 25 Updated: 3/20/19
  67. 67. Produced by Brian D Colwell, Inc. All rights reserved. GoogleWeb.devWebsite Indicators !67 BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin Performance 66 86 53 100 43 11 57 22 Accessibility 71 52 54 84 78 55 66 60 Best Practices 77 100 77 92 69 54 69 69 SEO 86 84 100 94 100 83 96 98 Updated: 3/19/19
  68. 68. Produced by Brian D Colwell, Inc. All rights reserved. Google Page Speed Scores !68 BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin Mobile 55 86 45 96 42 9 25 39 Desktop 90 99 92 99 80 43 75 60 Updated: 3/19/19
  69. 69. Produced by Brian D Colwell, Inc. All rights reserved. Discoverability on Mobile !69 Mobile Page Speed Score RankingKeywords 100755025 0 20 40 60 140 BEAM GRIN ZEN XMR NIX PIVX ZEC XZC Legend 80 100 120 Updated: 3/19/19
  70. 70. Produced by Brian D Colwell, Inc. All rights reserved. Discoverability on Desktop !70 Desktop Page Speed Score RankingKeywords 100755025 0 20 40 60 140 BEAM GRIN ZEN XMR NIX PIVX ZEC XZC Legend 80 100 120 Updated: 3/19/19
  71. 71. Produced by Brian D Colwell, Inc. All rights reserved. Visibility Potential !71 RankingKeywords Social Media Mentions BEAM GRIN ZEN XMR NIX PIVX ZEC XZC Legend Updated: 3/20/19 20 40 60 140 80 100 120 25015050 0 100 200 300 350
  72. 72. Produced by Brian D Colwell, Inc. All rights reserved. Search Authority !72 Ranking Keywords DomainAuthority 0 BEAM GRIN ZEN XMR NIX PIVX ZEC XZC Legend 25 100 50 75 10050 150 Updated: 3/20/19 12575
  73. 73. Produced by Brian D Colwell, Inc. All rights reserved. MoverPower Player Leader Brand Authority !73 CMC Position DomainAuthority 0 BEAM GRIN ZEN XMR NIX PIVX ZEC XZC Legend 25 100 50 75 25015050 100 200 300 400 Updated: 3/20/19 350 Disconnected
  74. 74. !74 First Second Discoverability on Mobile Monero GRIN Discoverability on Desktop Monero GRIN Visibility Potential Monero PIVX Search Authority Monero GRIN Brand Authority Monero Zcash Google Exposure Monero Zcash Top Performers Updated: 3/20/19
  75. 75. Direct Competitor Stand-Outs Leaders ‣ Monero - Top performer across the board relative to the rest of the group ‣ Zcash - Leader, but competitors such as PIVX and newcomer GRIN are very close
 Contenders ‣ GRIN - New brand with expansive reach, off to a strong start ‣ PIVX - Legacy brand with room to grow its Domain Authority ‣ Zcoin - Established brand with room to grow its Ranking Keywords !75
  76. 76. Direct Competitor Adjustments Planned for Next Update Watch ‣ HoriZEN - Signs that this brand will continue to underperform in the digital marketing arena unless something changes
 Drop ‣ NIX - Poor performance across the board relative to the rest of the group - Recently dropped below 400 on Coin Market Cap !76
  77. 77. Direct Competitor Additions Planned for Next Update Certain ‣ Enigma ‣ Komodo
 Considering ‣ Particl ‣ VEIL ‣ Others? !77
  78. 78. Produced by Brian D Colwell, Inc. All rights reserved. Indirect BEAM Competitors !78 ‣ Top 5 projects by market cap: ‣ Bitcoin BTC ‣ Ethereum ETH ‣ Ripple XRP ‣ Bitcoin Cash ‣ Litecoin
  79. 79. Produced by Brian D Colwell, Inc. All rights reserved. Replacement BEAM Competitors !79 ‣ Top substitute products: ‣ Visa ‣ JP Morgan Chase
  80. 80. Produced by Brian D Colwell, Inc. All rights reserved. BEAM Marketing SWOT !80 Strengths ✓ Discoverable on page one Google search for branded terms ✓ Outperforming some long-standing projects such as Zcash and Zcoin in SEO measures ✓ Consistent branding across platforms Weaknesses ✓ No Google Knowledge Graph present on branded searches ✓ Relatively new brand: still gaining domain authority and social media presence Opportunities ✓ Increased mobile page speed to enhance discoverability ✓ Run Google Ads on branded and non-branded keywords to increase traffic to the primary domain ✓ Create content for “privacy cryptocurrency” and “privacy coin” searches Threats ✓ Brand conflicts may interfere with PPC and SERP-focused marketing efforts ✓ Top competitor GRIN has an early lead in terms of visibility online, with strong brand presence and SEO signals
  81. 81. Plans for the Next Update ‣ Adjust direct competitors ‣ Expand indirect competitors analysis ‣ Assess off-line marketing activities ‣ Update all data, explore any notable changes !81
  82. 82. About the Author ‣ Kristen Colwell has 17 years of marketing experience. ‣ Her work experience spans various marketing disciplines including marketing research, search engine optimization, website usability testing, and social media marketing. ‣ Disclosure: Kristen is currently assisting a BEAM community group in the creation of an educational website focused on sovereignty. !82
  83. 83. Produced by Brian D Colwell, Inc. All rights reserved. About Brian D Colwell, Inc. !83 Services include: ‣ Project Advisory ‣ Marketing Research ‣ Marketing Collateral Creation ‣ Social Media Marketing ‣ Content Marketing ‣ Search Engine Marketing ‣ Google Ads ‣ Facebook Ads ‣ Twitter Ads ‣ Email Marketing
 Clients include: ‣ BEAM ‣ Beaxy ‣ Duality Blockchain Solutions ‣ Kalkulus ‣ MakerDAO ‣ Phore ‣ PIVX ‣ Zcoin Brian D Colwell, Inc. is a marketing consulting firm owned and operated by Brian and Kristen Colwell, with a focus on disruptive industries such as blockchain and cryptocurrency. Visit https://briandcolwell.com to learn more.
  84. 84. Sources ‣ BEAM https://beam.mw ‣ BEAM Position Paper https://docs.beam.mw/BEAM_Position_Paper_v0.2.2.pdf ‣ BEAM Telegram channel: https://t.me/BeamPrivacy ‣ Introducing BEAM! medium.com/beam-mw/introducing-beam-f35096a923ec ‣ BEAM Mainnet Launch Announcement https://medium.com/beam-mw/ mimblewimble-mainnet-release-notes-8766e49e241d ‣ BEAM Roadmap Update: https://medium.com/beam-mw/mimblewimble- roadmap-update-511263b915a ‣ BEAM Wallet Audit: https://github.com/BeamMW/beam/wiki/Wallet-audit ‣ BEAM Litecoin Cooperation: https://medium.com/beam-mw/mimblewimble- litecoin-cooperation-2f0631825ba9 ‣ Charlie Lee (LTC) Twitter Comments: https://twitter.com/SatoshiLite/status/ 1092983883715338241 !84
  85. 85. Sources (continued) ‣ Coin Market Cap coinmarketcap.com ‣ Crypto Slate Coin Profile cryptoslate.com/coins/beam/ ‣ Messari OnChainFX https://messari.io/onchainfx ‣ Coin Gecko coingecko.com ‣ Moz Pro keyword explorer: https://analytics.moz.com/pro ‣ BitcoinTalk: https://bitcointalk.org/index.php? action=profile;u=295386 ‣ Bitcoinist 3/26/2019 https://bitcoinist.com/ coinmarketcap-fake-cryptocurrency-volume/ !85

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