With the success of the Filecoin and Kik ICOs (amongst others) in the latter half of 2017, every Startup in the world should be examining the possibility of an ICO for their business. Bypassing traditional funding channels such as onerous Grants and difficult VCs with the non-dilutable funding that ICOs represent should be on the tip of every Founders tongue these days. However, there’s a large disconnect between what’s assumed and what’s required to successfully launch an ICO. Jordan St Jacques is a Tech Founder operating out of the Bayview Yards community, at first out of the Invest Ottawa incubator and now out of the Carleton University Cybersecurity wing. Jordan has world-class expertise in all things Digital Marketing, and is well on his way to adding all things in the Crypto world as well.

1. http://ICOmanagement.net
ICO Marketing
Don’t leave Coin on the table
L-Spark Community Co-Working Day

2. http://ICOmanagement.net
Thanks to L-Spark
● Jordan St Jacques, a Founder operating out
of Bayview Yards
● 1st year in the Invest Ottawa Incubator
Room, 2nd year in the Carleton
Cybersecurity wing (Tony Bailetti)
● Thanks to Erin, Jamie, Elza...and anyone
else I should be thanking

3. http://ICOmanagement.net
History of Initial Coin Offerings
● First ICO was Mastercoin in 2013
● Ripple followed shortly after, issuing 100
Billion XRP Token
● Ethereum itself raised in 2014, 3,700 BTC in
the first 12 hours
● The case of the couchsurfing Ethereum
Founder

4. http://ICOmanagement.net
ICOs in 2017 and beyond
● Popularity explosion in 2017
● Over $3.8 Billion USD raised in 2017
● Filecoin is the biggest so far, at over $300
Million USD; $257mil initially, then staggered
● Kik is the most prominent, showcasing how
an established company executed an ICO
● Telegram is on deck, target is $2 Billion USD

5. http://ICOmanagement.net
But...what is an ICO?
● Unregulated (for now) Fundraising through
Crypto Currency
● Other Terms are “Token Sale” or
“Crowdsale”
● Non-Dilutable Funding
● Often sold as Right of Ownership or
Royalties to a Project instead of a Company

6. http://ICOmanagement.net
But...what is an ICO?
● Tokens are almost always redeemable for a
portion of the Product or Service provided by
the Company
● However, the value of the Token can rise or
fall based on the value of the company.
● Creation of the actual Token can be
“piggy-backed” off the Ethereum Blockchain

7. http://ICOmanagement.net
Who will best benefit from an ICO?
● Three types of businesses
○ Blockchain as THE product
○ Companies that use the Blockchain to solve a
centralized Database problem
○ Companies that use the Blockchain to solve a
verification problem

8. http://ICOmanagement.net
ICO Stages
● Presale
● Token Generation
● Main Sale
● Staggered Main Sales

9. http://ICOmanagement.net
It’s STILL about Marketing
● Digital Marketing
● Growth Hacking
● Influencers
● Community
● Promotions
● Public Relations
● Direct Outreach

10. http://ICOmanagement.net
Initial Digital Footprint
● Whitepaper
● Landing Page
● SAFT Agreement (Simple Agreement for
Future Tokens)
● Wallet Address

11. http://ICOmanagement.net
Digital Marketing & Growth Hacking
● Paid Ads (Facebook not accepting anymore)
● BUILD FOLLOWERS, Jordan style
● Hashtag Sentiment Analysis
● Auto-Tag, Auto-Like, Auto-Comment
● Facebook Live Video
● SEO, go after keywords of other Coins
● Remember your Digital Sales Funnel Basics

12. http://ICOmanagement.net
Influencers
● Floyd Mayweather with Centra ($30mi)
● Evander Holyfield with AriseBank ($600mil)
● Recruit Influencers IN the community
● Trade Shows, Expos and Conventions

13. http://ICOmanagement.net
Community & Promotions
● Telegram
● Slack
● Reddit
● Facebook Groups
● Linkedin Groups...eh
● Meetup.com
● Community Events

14. http://ICOmanagement.net
Public Relations
● Press Releases
● Grind it out manually and develop
relationships with Journalists
● Radio & TV

15. http://ICOmanagement.net
Direct Outreach...the WHALES
● Research the WHALES
● Whales are hampered in their efforts to
extract their massive crypto balances
● Hence, their increased liklihood to participate
in ICOs

16. http://ICOmanagement.net
Direct Outreach...the WHALES
● Research the WHALES
● WRD = Whale Relations Department
● Whales are hampered in their efforts to
extract their massive crypto balances
● Hence, their increased liklihood to participate
in valid ICOs

17. http://ICOmanagement.net
Jordan’s Special Sauce
● Split your Whitepapers up
○ Business
○ Technical
● Accept multiple Crypto’s - WORLD’S FIRST

18. http://ICOmanagement.net
The Multi-Company ICO
● Jordan had the idea in summer of 2017,
along with John From, Luke Tucker and
Stefan St Jacques
● 22x (500 Startups)
● Y-Combinator considering

19. http://ICOmanagement.net
ICO Management
● Jordan St Jacques and Gabi Szabadi
● ICO Management and Execution through all
stages
● Optimized legal and taxation setups
● Dealflow is coming mostly from the USA
● Major corporations starting to consider the
possibilities

20. http://ICOmanagement.net
Some exciting things from us
● Jordan writing a book
● Syndicated Radio Show
● Community Speaking Tour
● ICO Ottawa Meetup -
https://www.meetup.com/ico-ottawa/

21. http://ICOmanagement.net
ISED event at Bayview
● Wed, Feb 14th
● 1:30-3:00
● https://www.eventbrite.ca/e/demystifying-cry
ptocurrency-for-canadian-businesses-demys
tifier-la-cryptomonnaie-pour-les-tickets-4232
4454583

22. Q&A