TL;DR
MOOØNBEANS is a project that produces and sells premium OpenSauce baked beans, and proliferates Nouns by getting them into grocery stores. This is a world first: a community-owned baked bean brand, and a true collaboration between Nouns and Sublime Butter (that’s us). To deliver on this vision, we’re asking for $150,000 (c.135 Ether).
Who we are
We’re Sublime Butter Ltd. We’re a UK-based butter company with a huge array of awards under our belt. We have excellent in-roads with distributors, a proven track record of amazing product development, and a profound understanding of brand.
But that’s not all. We have in our midst a team of powerful developers, designers, storytellers, marketers and strategists who are at the absolute top of their game. Between us we have won two Emmy awards, three Webby awards, and had two BAFTA nominations.
What are the opportunities?
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There are a variety of legal, regulatory and licensing must-haves required to be an FMCG brand. It also takes a lot of skill, knowledge and experience to develop, produce and distribute a successful FMCG product. This makes it a tough market for a DAO to break into. UNLESS you have us as a partner.
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The baked bean industry in the UK is ENORMOUS. Brits get through two million tins of them every single day. And yet, it is one of the plainest and most uninventive verticals on a supermarket shelf. We think this makes it ripe for disruption.
Introducing MOOØNBEANS
Nouns-branded baked beans, developed according to Sublime’s incredible recipe. Each 400g tin will be sold for c. £2.50.
We really want to stress that this is a true collaboration, a first-of-type web3/CC0/real-world merger. Nobody has ever done anything like this before, because such a relationship has never been fostered before. It’s truly symbiotic, totally unprecedented, and paints an extremely exciting picture for the future.
Each tin will feature a Nouns character that is also represented in our marketing and on-site. We’re thinking four tin variants should be a good place to start for launch.
Nouns DAO will get 20% of all profits from MOOØNBEANS sales.
Moreover, getting this right (which we know we will) opens up a huge range of other opportunities in the FMCG space, and therefore a huge range of prospective revenue streams into the Nouns ecosystem.
Here’s a mock-up of some tins. Note: This is super early, and designed for illustrative purposes only. The actual branding, tins, website, etc. — all of which are a part of the scope of work — will be truly, abundantly Nounish.
Why we’re doing this
- We believe in web3/CC0
- We love Nouns and everything it represents; we want to raise awareness of Nouns in an area that’s usually difficult to break into
- We want to position Sublime as a pioneering FMCG brand in the web3 space
- We believe there are a range of collaboration opportunities here, and this is an excellent test case for future disruption together
- We want to build a solid foundation for the wider MOOØNBEANS ecosystem
Budget
We are asking for $150k USD to take MOOØNBEANS to market (c.135 $ETH at the time of writing). Proposal costings within the model have been denominated in fiat because of the nature of FMCG engagements and their payments.
Budget Breakdown
- Brand & Product Development – $25k USD
- Website & eCom – $25k USD
- Initial MOOØNBEAN Production – $35k USD
- Initial Marketing – $65k USD
- Total: $150k
Profits from MOOØNBEANS will be consolidated in ETH and proportionally distributed back to a Nouns wallet address of your choosing on a monthly basis from month seven post launch.
A full model for the proposal is available as a spreadsheet on request.
Deliverables
In terms of our approach to delivering this project, we wanted to stress that we’ll be operating with full transparency. MOOØNBEANS will function as a distinct profit centre, and all accounts will be made public for the Nouns community to view.
In terms of specifics, we’ll be delivering the following:
- Brand development for MOOØNBEANS
- Content strategy
- Product development
- Distribution strategy (UK first, then US by next year)
- Basic website development
- Integrated eCom functionality built into both mooonbeans.com and sublimebutter.com enabling the purchase of MOOØNBEANS
- Marketing plan with a heavy focus on mainstream consumer press
Benefits to Nouns
- Access to CPG/FMCG
- Real world revenues; first of its kind
- Major marketing and PR exposure
- Exciting new way to get people into crypto
- Future potential (e.g. other verticals)
Timings
Future Phases
If you’ve seen V1 of this proposal, you’ll know that we have a big vision for MOOØNBEANS. One that extends beyond physical products. Once we have successfully delivered on this core proposition, we have a huge range of ideas that will deepen and enhance it — with a view to stimulating mass consumer adoption, further proliferating Nouns and its derivatives, and creating other FMCG goods that will expand the Nouns x Sublime brand universe. Ideas like:
- Educational content that guides novices through their first crypto transactions/interactions
- Games, stories, and easter eggs that spotlight Nouns and other communities
Transaction Details
tx1: 135E to sublime.eth (proposal funding)
tx2: 0.69E to apenoun.eth (coordination & prop building)
N.b. The plan will be to convert all the ETH to USDC/stablecoin assuming proposal passes
Project updates
Fortnightly Twitter Spaces
Fortnightly Medium progress update posts
Discord community updates
Closing
Thanks so much for reading and considering our proposal, Nouners. We’re always around to answer questions or even just to chat, so we look forward to hearing from you soon.
Best wishes,
Team MOOØNBEANS