FWB x Taika Partnership Proposal: Club Mate but make it Web3

Abstract

This proposal will approve and fund the working process to create and promote a new mate beverage alongside our friends at Taika. FWB will purchase a number of cases of the new product and receive a profit share on all cases sold.

Motivation

After years of buying club mate by the case, we thought it was time to make our own. Not only is a FWB spin on club mate well aligned with our community (from Discord to dance floor), creating a physical product will allow us to build the playbook for DAO x physical product collaborations going forward.

Details

Taika is an innovative beverage company with a special brand and ethos. First focused on coffee, the team has recently expanded into Matcha. Taika beverages are ready to drink, adaptogen-infused, and focus on the “destination” i.e. how the drinks make you feel.

Within this partnership, Taika will be responsible for the food science (R&D), production, logistics, and co-marketing efforts. We will lean on their expertise to develop, source, price, and deliver the beverage.

FWB will be responsible for co creating the design and marketing efforts around the launch. In order for us to leverage this opportunity, we will be coordinating the launch across multiple platforms (in-person, social, thought leadership etc.) and will be determining that in tandem with Taika and the nominated working group.

As an FWB member, you will have two avenues through which you can get involved with this partnership. You will be able to either:

• Apply to be part of a paid working group. This will be a smaller group of more active contributors creating designs and marketing collateral.

• OR opt-in to a volunteer focus group which will be equally significant. As part of the focus group, you will commit less time to the project but still participate in product tastings, providing direction on taste and feel of the beverage. You will also vote on the work created by the working group, having a say in the end product design, marketing etc.

Benefits for the FWB community

• Brand building: We expect to create a cultural "moment" through this initiative, further elevating FWB as a pioneer in the space. This will generate more cultural capital for members of the community and FWB at large.
• Financial: Generate financial returns from a product partnership. Strategic: Develop a blueprint for future product collaborations (e.g. apparel).
• Internal Value: Create a product which will be available to FWB members and at gatherings.
• Internal Opportunity Value: Create more opportunities for FWB members to creatively contribute and benefit financially to internal and external projects.

Terms

This will not be a standard partnership in which FWB charges Taika a fee for our involvement. Instead, the partnership will be set up on a profit share agreement. The initial goal will be to produce two runs of the beverage, a pilot and first production run.

Here is a financial model with an overview of the financials of the partnership.

Budget

Beyond the terms above, this project will establish a compensation pool allocated for the working group. There will be a total of $10,000 available for working group members which will be allocated by each individual’s scope on the project. This cost will be split 50/50, with both Taika and FWB contributing $5,000.

Between FWBs contribution to the compensation pool as well as our purchases of the product and shipping costs, this partnership will require an investment of $18,530 from the DAO.

Revenue

With this investment, FWB will acquire ~495 cases of the beverage at cost that we can resell at FWB events and experiences (should we decide to do so). We will also earn an 18% profit share on Taika’s subsequent sales of the beverage. Therefore, we expect this investment to generate a return as we sell the beverage and produce additional runs.

Success Measurement

We will measure the efficacy of this partnership using the same categories listed in the benefits section above. The success of this collaboration will be determined by:

• Attracting meaningful media and social attention to our drop and partnerships strategy
• Generating a financial return that at least offsets our initial investment
• Defining a playbook for physical product collaborations that we can reproduce
• Creating paid working opportunities for FWB members to contribute
• Providing a novel and fun experience for any FWB members who participate in the co-creation of the beverage.

Timeline

Upon approval this partnership would launch immediately and continue into Season 5.