Building the biggest CPG DAO with 💯 community-based brands.
Building the biggest CPG DAO with 💯 community-based brands.
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The vision, playbook & guide to our DAO
gmgn supply co. is forming a Decentralized Autonomous Organization (DAO) governed by a community of builders, creators and brand fanatics. Our members share a vision of leveraging the positives of web 3.0 to drive the next generation of beloved brands.
We are on a mission to build 100 community-owned Consumer Packaged Goods (CPG) brands. Our members will have the tools they need to help us succeed, and they will be rewarded for consumption, promotion and governance.
We believe the +$2 trillion consumer packaged goods industry is broken and poised for disruption. Customer acquisition costs for traditional CPG conglomerates are rising while brand loyalty continues to wane.
Using Web3 and the blockchain, we will reimagine the CPG industry with a business model that turns our community & customer into co-owners and brand evangelists. Our DAO will focus on community-driven marketing fueled by an automated system of token-based incentives.
gmgn supply co.’s NFTs are membership keys in the parent gmgnDAO and product subDAOs. Our members will participate in an evolving system that progressively decentralizes decision-making. Membership will also come with a unique opportunity to share in returns directly linked to the revenue from products sold. Our 'Seasonal Produce & Bounties' system will ensure any revenue share is based on proof-of-work completed by members.
In the short term, our focus will be on growing within the Web3 community. This group understands the value of NFTs and engaging memeable brands. Later, we will expand our market and tackle the mainstream direct-to-consumer and retail channels.
We believe in shaping a better future for the entire supply chain and benefitting everyone in the process. Collectively, we can change the CPG world.
While our DAO is only five months old, we've already achieved the following:
Built a compelling identity and brand story for the parent gmgnDAO and the first Product subDAO.
Lined up our first product with DAO Partner OffLimits Cereal.
Accepted into Seed Club cohort #4 from amongst 200 applicants. Highly regarded DAO accelerator program, considered the "YCombinator of Tokenized Communities".
Attracted top advisors from the Web3 and CPG space.
Secured seed investors from within our community.
Organically built a community on Twitter and Telegram that includes senior executives from traditional CPGs.
Planned and executed an elaborate marketing stunt to introduce gmgn supply co. and our first brand, gm Cereal, at Bitcoin Miami.
Attracted the attention of the crypto and mainstream media.
Secured the first-ever Web3 marketing partnership with the United Nations World Food Program.
Developed an innovative revenue sharing model based on NFTs and the future of brand loyalty programs that incentivizes participation and DAO governance along with community-driven marketing.
Presented our story at multiple conferences.
Partnered with a Bored Ape and their IP as the face of our first brand.
Completed the first draft of the DAO’s Whitepaper.
Planned and organized an IRL gala event for NFT.NYC.
Consumer Packaged Goods - but it's much more than that.
💯 IRL Consumable Products
A lot of people from the web3 community ask... "So these are going to be real products I can eat, drink and use every day?". Yes. Understandably when it comes to NFTs and DAOs the focus has been on digital assets, collectibles and dApps, with membership to 'exclusive events' and occasional merch being the closest most come to IRL utility.
We are launching the kind of products found in your local quality supermarket. Think of us as the next iteration of a CPG business such as Nestle, P&G or Unilever. These huge businesses grew from buying up existing brands. We will grow by partnering with existing brands.
Behind every great brand is a rich story.
There is power in communicating how products are sourced.
Brands can be made stronger when an engaged community participates in the development.
There is always an opportunity to make products better for you and more sustainable.
Giving back to our customers, partners, and community builds a virtuous cycle of loyalty and support.
Our name encompasses our beliefs:
gmgn: is web3 speak for good morning & good night. It broadly represents the sense of unity among web3 natives, especially in the borderless and connected world we live in. A universal mantra of goodwill.
supply: is a functional term, but for us, it represents a dual message. It clearly says we are in the business of supplying consumable goods, and it harkens back to the pioneers of trade and artisan producers from street corners of a new world. It also represents the lifeblood of the web3 community, the supply of goodwill in the form of gmgn.
co. is traditionally viewed as ‘company’ in a brand name. But for us, it represents so much more. It extends to community, co-operative and counter-culture.
The largest Consumer Packaged Goods companies are no longer a fit for today’s evolved society.
CPG giants have become profit-driven machines. Relentlessly expanding global businesses to generate shareholder returns at the expense of the people within the supply chain.
Some put profitability ahead of the environment, and others lack customer and employee empathy. For most, their community-building and social-good attempts are seen as just marketing. As a group, they’ve lost credibility and an authentic voice.
The old formula for success in CPG looks something like this;
Mass production at low cost
Heavy investment in advertising
Build strong brand equity, but from a distance
Leverage for preferential positioning with major retailers
Employ a large salesforce
Heavy investment into R&D
This checklist for success was a significant barrier to smaller players wanting to compete. Deep discounts and a race to the bottom were the norms while costs of goods continued to rise. The only way to survive was to take advantage of extreme cost savings at scale. Or, in the rare case, command a premium to hold a position. This resulted in mergers and acquisitions of smaller brands and private equity firms focused on shareholder value and short-term sales rather than long-term brand building.
The origins of branding were a way to communicate provenance and quality – a way to tell the human story behind it. What we got instead was a growing homogeneity of faceless brands with consumers gradually force-fed bland and soulless products.
Over the last 20 years, consumers have woken up to smell the ‘real’ coffee! With the rise of e-commerce and information at our fingertips, we saw a growing mistrust in what the big brands tell us.
These changes paved the way for a new breed of artisanal brand categories, such as craft beer and eco-friendly chocolates, to emerge. For the first time, large brands felt their bottom lines pinched! Larger CPGs responded with copycat sub-brands and ill-conceived go-to-market strategies that many saw as contrived efforts to remain relevant.
What if there was a business model that adopts the best of both worlds? What if we could build a collective of smart young ethical brands with founders who genuinely believe in their products while turning the tables on corporate business models and adopting bottom-up governance and growth. An ecosystem where the combined brain-trust accelerates innovation through the network effect of a well-coordinated hive mind.
Decentralized Autonomous Organization (DAO)
gmgn supply co. is building a next-generation business model. Structured as a progressively decentralized organization that coordinates the resources of its members (skill based and capital) to sustainably deliver on business growth and value for contributing members. If you don't fully understand what a DAO is, we encourage you to spend some time researching what we and many others believe will become the future organizational structure for everything from charities to business, to government and councils.
But to quote a great explanation by Packy McCormick on 'Not Boring'...
"...DAOs are a new way to finance projects, govern communities, and share value. Instead of a top-down hierarchical structure, they use Web3 technology and rapidly evolving governance and incentive systems to distribute decision-making authority and financial rewards. Typically, they do that by issuing tokens based on participation, contribution, and investment. Token holders then have the ability to submit proposals, vote, and share in the upside."
Or this very succinct explanation by caitlinpintavorn.eth on Mirror.
"A decentralized autonomous organization (DAO) is essentially a digital co-op — funded by a collective crypto bank account, governed by tokens, and coordinated through smart contracts."
The benefits of a DAO are decentralized governance over the decisions and direction of an organization, using smart contracts on the blockchain for automation, transparency and trust. This is very relevant when it comes to financial transactions of a DAO for example. No single person can transfer money from the DAOs treasury without either a quorum being reached by vote and multiple signatories approving the transfer. All this is handled by rules implemented through code in smart contracts on the blockchain. Because the blockchain is immutable, you can't just change the code either, making it very secure.
Progressive Decentralization
Many DAOs function as a fully decentralized organization from inception with complete governance in the hands of the community members. Startup business ventures however, have unique challenges which can benefit from a core team progressively decentralizing the organization amongst active community members. This ensures the business is agile enough in the early stages to rapidly iterate product development and navigate the complexities of a go to market strategy. Progressive decentralization is the approach we will take and you can learn more about this under DAO Governance.
Why we believe it's important for a DAO to emerge and innovate in the CPG space.
gmgn wants members to own the brands they use every day.
gmgn wants members to have a say in making and nurturing new brands.
gmgn wants members to help create the brand story and brand experience.
gmgn wants everyone to share in the success of these brands, including a share of the revenue.
All these are possible with a DAO.
A DAO focuses on community ownership, rather than just profit, on fairness and equality, rather than hierarchy, and provides a more socially-conscious and transparent structure with aligned incentives.
Our vision for gmgn supply co. will be achieved through the combined efforts of a community that joins our call to adventure.
A community that believes we can turn the tables on giant CPG companies by creating and marketing products that benefit everyone involved and help to make the world a better place.
A community that jointly participates in value creation through a circular economy.
A community with brands that support ESG goals from organizations like the UN World Food Program and other NGOs.
We invite the change-makers with all levels of experience and interest to join the gmgn community and help us lead the way in a transformative movement that celebrates the culture of web3.
Our formula for CPG will also be our roadmap
Community. Participation. Governance. (see more below)
Consume. Promote. Govern. (More on this later - actions to earn through our $CPG Protocol)
To the Power of 100 brands!
Progressive decentralization of our business will happen in three phases. This new definition of CPG acts as our guide.
At this early phase our core founders operate as a lean startup team, focussed on community building and product-market fit. Pre-launch we are not technically a DAO and our goal is progressive decentralization.
In web3 we build from the bottom up, we build community first so the community can soon build with us. The first litmus test for product-market fit is the level of community adoption and interest. Our community has grown into a hive mind of early adopters and industry smarts from both web3, CPG and DTC.
Not only does our community want great products, but they also want to be part of the process and co-own the products they use every day. We are not only launching the next best brands, together we are launching a next-gen business model with the shared vision to experiment and innovate.
Traditional businesses may experiment and innovate, but many do so to the detriment of their customers, who are disconnected from the process. As the business rapidly scales, top-down decision-making becomes misaligned with the values of the customer. Any semblance of community and trust is soon lost.
When we innovate as a DAO, it is driven by alignment with our core customers, who are co-owners and the community at the same time. This engenders trust at scale with the network effect of an incentivized user-owned business.
At this phase, we ramp up community participation. The success of gmgn supply co. rests largely with our members activating the network effect of a DAO. We can't over-emphasis how powerful that will be for your subDAO brands. In our goal to provide rewards to members of gmgn supply co. it's particularly important to base this on measurable proof of work for members who wish to claim their rewards.
Participation comes in all flavors and is documented in detail under 'The $CPG Protocol'
To begin, we have adopted a simple Contributions Form that automatically assigns points based on a range of submitted fields. These points will be later converted to $CPG rewards to members of either gmgnDAO or product subDAOs.
Primarily contributions in this phase of growth are promotional activities. but as we progressively decentralize the DAO, participation in Governance will play a bigger role.
As the business grows and new products launch, the size of our total gmgn community will grow with it. To give you a sense of scale... after just three product launches the total number of members across both gmgnDAO and each product subDAO might be some 15,555 members, and we plan to launch at least 100 brands! You start to see why carefully coordinated governance will play such an important role in a progressively decentralizing organization.
Governance in a DAO is the act of managing collective decision-making to direct funds and optimize operations. When our community is aligned with our vision, it is the governance that becomes the blueprint and architecture to carry out that vision.
The overriding structure of gmgn supply co.
The overriding structure of gmgn supply co. consists of the gmgnDAO (parent brand), and for every product that is launched, a standalone product subDAO. This is a unique way to ensure that every product has its own core team and its own treasury. This provides agility and focus it needs, while the parent gmgnDAO has focus on the total brand ecosystem and New Product Development (NPD).
The gmgnDAO is the parent organization that governs the total gmgn brand and operations. Members of the gmgnDAO are early supporters who will hold the gmgnDAO Token (NFT). Holding this token(s) entitles the member to claim subDAO product token(s) at no cost as products launch (+gas transaction fee).
Wen Mint: Q4 2022 TBC Price per Token (NFT): Minimum 1.1 ETH (TBC based on market conditions) Secondary Market Fee: 5%
Every product is launched as a subDAO. Membership to each product subDAO is by way of holding its specific token (NFT), either through public sale or as gmgn DAO members who have claimed.
Wen Mint: Q4 2022 TBC Price per Token (NFT): TBC based on market conditions Secondary Market Fee: 5%
The Genesis NFT Drop for gmgn supply co. will publicly test our business model and prepare for a successful launch of the parent gmgnDAO NFT in Q4 2022. We’re giving exclusive access via allowlist signup to our early fans and select partner communities that share our principles for creating lasting value. We expect it to mint out quickly.
Full Pass
Our Genesis drop will open with a limited release NFT in October 2022 which serves as a Full Pass to redeem for the gmgnDAO NFT due to launch in December. This is essentially full access to the parent brand at a greatly reduced price. The Genesis Mint will also celebrate our first product to go into production, OnChain Chocolate.
Discount Pass
We've also decided to offer a 2nd tier NFT as part of this drop at what for some will be a more affordable entry point. This NFT will serve as a Discount Pass getting you 30% off the gmgnDAO NFT in December as well as the same allocation of OnChain Chocolate.
Golden Tickets
Distributed throughout both tiers of the drop will be Golden Tickets which if you're lucky enough to score, will provide you with a FREE gmgnDAO NFT. However minting the Full Pass does get you a much greater chance of winning a Golden Ticket! (see below)
Holders of the gmgnDAO NFT are guaranteed free minting of all future product subDAO NFTs, with 100+ products expected to launch... you get the picture. On top of that you'll enjoy free product allocations, revenue share potential based on contributions to the DAO, product discounts via the tokengated marketplace and a say in the development of the products & DAO.
gmgn supply co. membership tokens
Membership to gmgn supply co. will be by way of holding a Non Fungible Token (NFT).
Think of these tokens as a key that proves you are a member in the gmgn ecosystem. Tokens on the blockchain, held in individual digital wallets, are the future of memberships, and we are pioneering their use in a community-driven business model.
The utility of holding tokens has only begun to be explored in the web3 space, but token-gated commerce is where gmgn supply co. will be a leader in innovative benefits to holders.
This is not to be confused with a fungible token or altcoin. That is something that will be introduced later in the development of the DAO as we progressively decentralize.
gmgnDAO (Parent Brand) If you hold membership to the parent brand (gmgnDAO), you will be able to claim for free (+gas) the membership NFT to all product subDAOs and have access to all subDAO benefits.
subDAO (Products)
For every product subDAO token you purchase on the initial public sale (or claim as a gmgnDAO member), you will be entitled to credit for a free product on your first order via our Shopify store.
In addition, members will receive the following benefits:
Revenue share (upon completion of tasks by the DAO members)
Product subscription (products mailed to the NFT holders on regular basis)
Alpha and initial dibs on new products released
Voting for new products and product categories
As outlined under CPGx2^100 the progressive decentralization of gmgn supply co. is a three-stage plan based upon Community. Participation. Governance.
Once our community is aligned and participating in our shared vision, governance becomes the blueprint that sets a path to carry out that vision and further decentralizes the DAO.
As we've noted previously, building a competitive business and managing physical consumer goods, will require a flexible approach to decentralization. A hybrid model, if you will.
In Web2, community and company are separate. In Web3, they become one.
The diagram above shows the two opposite ends of the spectrum.
1.) Top left: The traditional centralized corporation where the hierarchical company and community are very separate entities. In most cases, the business only builds a community to exploit and derive value from them.
2.) Top right: A fully decentralized model where a community organization has taken on full control from a core centralized team.
3.) Bottom: gmgn supply co. begins as a hybrid model where a core team in partnership with advisors and dedicated working groups begins to merge with community over time. The question then becomes, how far toward a fully Decentralized Autonomous Organization can a CPG business go? We'll find that out together!
The products we launch will initially come from product partnerships with existing brands. These partners share our vision to grow a decentralized owner economy for CPG.
In partnership, we develop a uniquely branded product, which differs from anything else our product partner produces. The branding of gmgn products will;
Celebrate Web3 culture through an engaging product name featuring well-known and respected pfp characters from partner NFT communities.
Come with unique, custom "surprises" and rewards that aren't offered by traditional CPG products (e.g. NFTs and token-gated access to IRL experiences).
The product artwork may also come from a partnership developed with an existing NFT project, but in some cases where an NFT has commercial usage rights, the owner has licensed their pfp NFT to us, such as Bored Becky on gm Cereal, and no partnership has been formed with Bored Ape Yacht Club itself.
They become a member of our parent gmgnDAO as well as their product subDAO.
Our first product partner is OffLimits Cereal, who was there at the beginning when we all saw the genesis tweet from @richerd on Twitter calling for a gm Cereal. We reached out to OffLimits founder Emily Elise Miller after she responded to that Tweet, and the rest is Web3 history. Emily is now a member of the DAO and leads the way for so many exciting brand partners to come.
For gm Cereal, we have partnered with the amazing Bored Becky, well-loved 'apefluencer' on Twitter and, a member of the Bored Ape Yacht Club. It was only fitting that our first product takes the title of 'gm', the universal greeting of Web3 that transcends time and place. What better product for the abbreviated good morning than cereal? If you're like us, a good bowl of cereal also transcends time and place.
Read more about gm Cereal in our Mirror article.
Chocolate we can all feel good about! Cocoa is sourced out of Ghana and each bar sold funds a day of school for a young girl from the cooperative that supplies the cocoa ❤️
OnChain Chocolate comes from a collaboration between the OnChainMonkeys community and Zora Chocolate. OCM is one of the leading communities in Web 3.0, with a highly-respected team and powerful connection to social causes. Zora Chocolate, is a start-up premium chocolate company founded by an amazing female entrepreneur.
(Note for Posterity: OnChain Chocolate became our first product run fully launched and sold/distributed to holders of our Genesis Pass NFT).
Note: the following are early exploration or merely ideas for illustration of the products we can launch with early market fit to or core web3 community.
What is it? A partnership concept is being explored with the amazing NFT community Fame Lady Squad and Product Partner Les CocoNuts with their full line of all-natural, luxurious and gender-neutral body care products.
What is it? Dual products, Potato Chips & Dip (concept only)
Notes: Based on the well know saying in crypto and NFTs. Top projects are known as Blue Chip projects, and whenever the market is down, everyone says, “Buy the Dip!”. Creative: Total degen sitting behind their computer watching the markets fall into the red while frantically eating their chips and digging deep into the dip! Similar to the movie cliche of women binging on a tub of ice cream after a breakup… this can become the de-facto binge when your portfolio is in a dip. End card: "Blue Chip Chips, don't forget to buy the Dip! This is Not Financial Advice"
What is it? Peppermint Mints and Gum (concept only)
Nootropic Gum and Mints with a mix of caffeine, L-Theanine, and B-vitamins for constant focus the whole day. Creative: NFT artwork of the tins in 3D rotation to look like a typical Mint Pass / Card. Could work well with a pixel art-based pfp project that is being developed into a game… the promo video is someone walking down the street looking exhausted, and stopping to pop the mint on their tongue. Their eyes widen and as cool air vents from their ears their face pixelates into a pfp. Cut to wide, and the world around them is pixelated and they’re bouncing down the road collecting Mints (like coins in Super Mario) and jumping on the heads of scammers. End Card: “Mint Pass - get your game face on!”
There are three primary ways all gmgn supply co. products will be sold to both DAO members and the general public. Initially, distribution will be limited to US and Canada only. In time, international expansion will added.
Direct Sales (Shopify)
Subscription Service (On Some Products)
Retail Stores
The gmgn supply co. Shopify Store will be our primary marketplace for public sales and for managing our subscriptions.
Shopify now facilitates tokengated commerce using NFT tokens as a membership key to receive various benefits and configuration options for the DAO.
Non-members can purchase through the Shopify Store but do not receive the benefits of DAO utility token holders. However, based on planned development, the public can create an account on the gmgn supply co. platform and earn $CPG loyalty points with each purchase which can be redeemed for full membership when they have earned enough.
Members also earn loyalty points for ongoing orders.
All newly minted product tokens will cover your subscription for several orders. The number of orders available varies depending on the product. These are activated by redeeming on our Shopify store with a wallet that holds the product token.
You can choose to leave that un-redeemed in the token and pass it on to future owners should you sell via the Sunday Market. You can also sell it at any time with partially used subscription orders, and the balance will pass on to the next owner.
If you buy a product token secondary via the Sunday Market, you can check its subscription balance first. With each resale, tokens are replenished with a new allocation of subscription orders (but less than what is included from the original mint). So even if the initial redemption has been fully used up, you will still get free product. That top-up is covered by some of the royalties taken on secondary sales.
Once you have fully redeemed the free portion from your token, your subscription will continue at the special owner's rate (TBD depending on the product - as margins on gmgn product families will vary).
If you cannot purchase a product ownership token on launch or via secondary, loyal customers can earn one through repeat purchases. For example, after a year of buying the product at retail price on Shopify, you could earn enough gmgn loyalty points to redeem for a Token of Ownership. You can choose to redeem those points to own any of the gmgn product lines available via the Sunday Market. If pricing on the secondary market is too high, you can choose to redeem those gmgn loyalty points and mint a new product line as it launches instead.
As we expand, we will explore national (US & Canada) retail distribution opportunities, primarily driven through the existing Product Partner supply chain. These partnerships give us an advantage in securing shelf presence where suitable.
The long-term goal is to use the collective strength of an extensive portfolio of products under the gmgn supply co. banner to create a competitive presence in national retail outlets. Our primary advantage will come from one factor.
Reduced cost of customer acquisition:
We can quickly ramp broad public awareness for our brands and products through the network effect of our incentivized DAO membership.
Because of the above, costs usually channeled into above-the-line marketing can be directed to support favorable retail positioning.
As major retailers move to smarter data and AI-driven demand planning it is the brands that can provide robust consumer data and organic share of voice that will have a distinct advantage.
A guide to how New Product Development will be implemented within gmgn supply co.
We have a bold vision to launch at least 100 amazing products under gmgn supply co. The Founding team is getting the ball rolling, and as we progressively decentralize we expect it to scale significantly with the network effect of an engaged and well-connected community.
Our products have begun with existing product partners who align with our vision and become members of the DAO. These partnerships allow us to grow quickly and implement a streamlined and profitable supply chain of existing manufacturing and shipping operations. We continue to seek those partnerships both within the core team and from community proposals.
In time we may also have opportunities to foster entirely new brands without product partners , and with greater success, the DAO may consider acquisition opportunities as well. Ultimately you, our members will guide and decide.
The business model we are building allows us to move faster than traditional startups in the CPG space by utilizing the network effects of ground-up community building, layered with an advisory board and core team to deliver on that early-stage growth. Progressive Decentralization marries the best of both worlds together, and early seed round funding from accredited investors followed by VCs will give us the kickstart to rapidly roll out technology and reward the talent to make it happen.
Our priority for products will take into consideration a number of key factors.
Margin & Product Elasticity
Early Market Fit (our more immediate target market)
Strong demand from target demographics
Frequent purchase cycle/potential for repeat purchase
Short trend or long-term potential
High engagement/emotionally-driven
Category Size > $500MM
“Meme”able
Secondary to the above are products that we can build an exciting brand around! To read more about our Product brand strategy and roadmap read here.
We are ultimately looking beyond a 'supplier -> wholesale customer relationship. As a partnership, we seek near-cost economics but recognize that might be a progression with some partners based on proven sales volume. Any margin over fully finished cost of goods in product to gmgn supply co. from Product Partners would be to cover storage and any fixed fulfillment where third party services are used.
Variable shipping costs direct to customers would be charged back to gmgn supply co. who will be building charges into the online orders via the gmgn supply co. Shopify store.
When assessing potential Product Partners in our early stages, we will be considering the following criteria.
Do the founders of the business align with our vision for web3?
Does their business have strong ethics and sustainability?
Do the founders of the business view this as not only a short-term collaboration, but a partnership where they have a role and membership in the DAO itself?
Do the unit economics for the proposed product line stack up?
Can they facilitate storage and shipping into their existing workflow?
Can they integrate receipt of gmgn supply co. orders and fulfillment direct from our Shopify store?
Our Product Partners are responsible for all manufacture, storage, supply chain and distribution. Product Partners will automatically receive orders placed on the gmgn Shopify store and are responsible for prompt delivery.
The gmgnDAO and Product subDAO is in charge of the marketing and promotion of the products, community building and driving traffic to the gmgn Shopify store.
Learn more about DAOs: https://www.wired.com/story/how-blockchain-can-wrest-the-internet-from-corporations/ Progressive Decentralization of DAOs: https://a16z.com/2020/01/09/progressive-decentralization-crypto-product-management/
DAOs are Superorganisms by Bankless https://banklessdao.substack.com/p/daos-are-superorganisms-state-of?s=r The DAO of DAOs: https://www.notboring.co/p/the-dao-of-daos-5b9?s=r#details Constitution DAO: How to build a DAO in 10 Days: https://mirror.xyz/caitlinpintavorn.eth/wVYjtehZRcp3rZTd5byRKdYY7N9t-z2r6oguGvQU5j4
The Future of Work is Not Corporate — It’s DAOs and Crypto Networks https://future.com/the-future-of-work-daos-crypto-networks/
The vision, playbook & guide to our DAO
gmgn supply co. is forming a Decentralized Autonomous Organization (DAO) governed by a community of builders, creators and brand fanatics. Our members share a vision of leveraging the positives of web 3.0 to drive the next generation of beloved brands.
We are on a mission to build 100 community-owned Consumer Packaged Goods (CPG) brands. Our members will have the tools they need to help us succeed, and they will be rewarded for consumption, promotion and governance.
We believe the +$2 trillion consumer packaged goods industry is broken and poised for disruption. Customer acquisition costs for traditional CPG conglomerates are rising while brand loyalty continues to wane.
Using Web3 and the blockchain, we will reimagine the CPG industry with a business model that turns our community & customer into co-owners and brand evangelists. Our DAO will focus on community-driven marketing fueled by an automated system of token-based incentives.
gmgn supply co.’s NFTs are membership keys in the parent gmgnDAO and product subDAOs. Our members will participate in an evolving system that progressively decentralizes decision-making. Membership will also come with a unique opportunity to share in returns directly linked to the revenue from products sold. Our 'Seasonal Produce & Bounties' system will ensure any revenue share is based on proof-of-work completed by members.
In the short term, our focus will be on growing within the Web3 community. This group understands the value of NFTs and engaging memeable brands. Later, we will expand our market and tackle the mainstream direct-to-consumer and retail channels.
We believe in shaping a better future for the entire supply chain and benefitting everyone in the process. Collectively, we can change the CPG world.
While our DAO is only five months old, we've already achieved the following:
Built a compelling identity and brand story for the parent gmgnDAO and the first Product subDAO.
Lined up our first product with DAO Partner OffLimits Cereal.
Accepted into Seed Club cohort #4 from amongst 200 applicants. Highly regarded DAO accelerator program, considered the "YCombinator of Tokenized Communities".
Attracted top advisors from the Web3 and CPG space.
Secured seed investors from within our community.
Organically built a community on Twitter and Telegram that includes senior executives from traditional CPGs.
Planned and executed an elaborate marketing stunt to introduce gmgn supply co. and our first brand, gm Cereal, at Bitcoin Miami.
Attracted the attention of the crypto and mainstream media.
Secured the first-ever Web3 marketing partnership with the United Nations World Food Program.
Developed an innovative revenue sharing model based on NFTs and the future of brand loyalty programs that incentivizes participation and DAO governance along with community-driven marketing.
Presented our story at multiple conferences.
Partnered with a Bored Ape and their IP as the face of our first brand.
Completed the first draft of the DAO’s Whitepaper.
Planned and organized an IRL gala event for NFT.NYC.
Consumer Packaged Goods - but it's much more than that.
💯 IRL Consumable Products
A lot of people from the web3 community ask... "So these are going to be real products I can eat, drink and use every day?". Yes. Understandably when it comes to NFTs and DAOs the focus has been on digital assets, collectibles and dApps, with membership to 'exclusive events' and occasional merch being the closest most come to IRL utility.
We are launching the kind of products found in your local quality supermarket. Think of us as the next iteration of a CPG business such as Nestle, P&G or Unilever. These huge businesses grew from buying up existing brands. We will grow by partnering with existing brands.
Behind every great brand is a rich story.
There is power in communicating how products are sourced.
Brands can be made stronger when an engaged community participates in the development.
There is always an opportunity to make products better for you and more sustainable.
Giving back to our customers, partners, and community builds a virtuous cycle of loyalty and support.
Our name encompasses our beliefs:
gmgn: is web3 speak for good morning & good night. It broadly represents the sense of unity among web3 natives, especially in the borderless and connected world we live in. A universal mantra of goodwill.
supply: is a functional term, but for us, it represents a dual message. It clearly says we are in the business of supplying consumable goods, and it harkens back to the pioneers of trade and artisan producers from street corners of a new world. It also represents the lifeblood of the web3 community, the supply of goodwill in the form of gmgn.
co. is traditionally viewed as ‘company’ in a brand name. But for us, it represents so much more. It extends to community, co-operative and counter-culture.
The largest Consumer Packaged Goods companies are no longer a fit for today’s evolved society.
CPG giants have become profit-driven machines. Relentlessly expanding global businesses to generate shareholder returns at the expense of the people within the supply chain.
Some put profitability ahead of the environment, and others lack customer and employee empathy. For most, their community-building and social-good attempts are seen as just marketing. As a group, they’ve lost credibility and an authentic voice.
The old formula for success in CPG looks something like this;
Mass production at low cost
Heavy investment in advertising
Build strong brand equity, but from a distance
Leverage for preferential positioning with major retailers
Employ a large salesforce
Heavy investment into R&D
This checklist for success was a significant barrier to smaller players wanting to compete. Deep discounts and a race to the bottom were the norms while costs of goods continued to rise. The only way to survive was to take advantage of extreme cost savings at scale. Or, in the rare case, command a premium to hold a position. This resulted in mergers and acquisitions of smaller brands and private equity firms focused on shareholder value and short-term sales rather than long-term brand building.
The origins of branding were a way to communicate provenance and quality – a way to tell the human story behind it. What we got instead was a growing homogeneity of faceless brands with consumers gradually force-fed bland and soulless products.
Over the last 20 years, consumers have woken up to smell the ‘real’ coffee! With the rise of e-commerce and information at our fingertips, we saw a growing mistrust in what the big brands tell us.
These changes paved the way for a new breed of artisanal brand categories, such as craft beer and eco-friendly chocolates, to emerge. For the first time, large brands felt their bottom lines pinched! Larger CPGs responded with copycat sub-brands and ill-conceived go-to-market strategies that many saw as contrived efforts to remain relevant.
What if there was a business model that adopts the best of both worlds? What if we could build a collective of smart young ethical brands with founders who genuinely believe in their products while turning the tables on corporate business models and adopting bottom-up governance and growth. An ecosystem where the combined brain-trust accelerates innovation through the network effect of a well-coordinated hive mind.
Decentralized Autonomous Organization (DAO)
gmgn supply co. is building a next-generation business model. Structured as a progressively decentralized organization that coordinates the resources of its members (skill based and capital) to sustainably deliver on business growth and value for contributing members. If you don't fully understand what a DAO is, we encourage you to spend some time researching what we and many others believe will become the future organizational structure for everything from charities to business, to government and councils.
But to quote a great explanation by Packy McCormick on 'Not Boring'...
"...DAOs are a new way to finance projects, govern communities, and share value. Instead of a top-down hierarchical structure, they use Web3 technology and rapidly evolving governance and incentive systems to distribute decision-making authority and financial rewards. Typically, they do that by issuing tokens based on participation, contribution, and investment. Token holders then have the ability to submit proposals, vote, and share in the upside."
Or this very succinct explanation by caitlinpintavorn.eth on Mirror.
"A decentralized autonomous organization (DAO) is essentially a digital co-op — funded by a collective crypto bank account, governed by tokens, and coordinated through smart contracts."
The benefits of a DAO are decentralized governance over the decisions and direction of an organization, using smart contracts on the blockchain for automation, transparency and trust. This is very relevant when it comes to financial transactions of a DAO for example. No single person can transfer money from the DAOs treasury without either a quorum being reached by vote and multiple signatories approving the transfer. All this is handled by rules implemented through code in smart contracts on the blockchain. Because the blockchain is immutable, you can't just change the code either, making it very secure.
Progressive Decentralization
Many DAOs function as a fully decentralized organization from inception with complete governance in the hands of the community members. Startup business ventures however, have unique challenges which can benefit from a core team progressively decentralizing the organization amongst active community members. This ensures the business is agile enough in the early stages to rapidly iterate product development and navigate the complexities of a go to market strategy. Progressive decentralization is the approach we will take and you can learn more about this under DAO Governance.
Why we believe it's important for a DAO to emerge and innovate in the CPG space.
gmgn wants members to own the brands they use every day.
gmgn wants members to have a say in making and nurturing new brands.
gmgn wants members to help create the brand story and brand experience.
gmgn wants everyone to share in the success of these brands, including a share of the revenue.
All these are possible with a DAO.
A DAO focuses on community ownership, rather than just profit, on fairness and equality, rather than hierarchy, and provides a more socially-conscious and transparent structure with aligned incentives.
Our vision for gmgn supply co. will be achieved through the combined efforts of a community that joins our call to adventure.
A community that believes we can turn the tables on giant CPG companies by creating and marketing products that benefit everyone involved and help to make the world a better place.
A community that jointly participates in value creation through a circular economy.
A community with brands that support ESG goals from organizations like the UN World Food Program and other NGOs.
We invite the change-makers with all levels of experience and interest to join the gmgn community and help us lead the way in a transformative movement that celebrates the culture of web3.
Our formula for CPG will also be our roadmap
Community. Participation. Governance. (see more below)
Consume. Promote. Govern. (More on this later - actions to earn through our $CPG Protocol)
To the Power of 100 brands!
Progressive decentralization of our business will happen in three phases. This new definition of CPG acts as our guide.
At this early phase our core founders operate as a lean startup team, focussed on community building and product-market fit. Pre-launch we are not technically a DAO and our goal is progressive decentralization.
In web3 we build from the bottom up, we build community first so the community can soon build with us. The first litmus test for product-market fit is the level of community adoption and interest. Our community has grown into a hive mind of early adopters and industry smarts from both web3, CPG and DTC.
Not only does our community want great products, but they also want to be part of the process and co-own the products they use every day. We are not only launching the next best brands, together we are launching a next-gen business model with the shared vision to experiment and innovate.
Traditional businesses may experiment and innovate, but many do so to the detriment of their customers, who are disconnected from the process. As the business rapidly scales, top-down decision-making becomes misaligned with the values of the customer. Any semblance of community and trust is soon lost.
When we innovate as a DAO, it is driven by alignment with our core customers, who are co-owners and the community at the same time. This engenders trust at scale with the network effect of an incentivized user-owned business.
At this phase, we ramp up community participation. The success of gmgn supply co. rests largely with our members activating the network effect of a DAO. We can't over-emphasis how powerful that will be for your subDAO brands. In our goal to provide rewards to members of gmgn supply co. it's particularly important to base this on measurable proof of work for members who wish to claim their rewards.
Participation comes in all flavors and is documented in detail under 'The $CPG Protocol'
To begin, we have adopted a simple Contributions Form that automatically assigns points based on a range of submitted fields. These points will be later converted to $CPG rewards to members of either gmgnDAO or product subDAOs.
Primarily contributions in this phase of growth are promotional activities. but as we progressively decentralize the DAO, participation in Governance will play a bigger role.
As the business grows and new products launch, the size of our total gmgn community will grow with it. To give you a sense of scale... after just three product launches the total number of members across both gmgnDAO and each product subDAO might be some 15,555 members, and we plan to launch at least 100 brands! You start to see why carefully coordinated governance will play such an important role in a progressively decentralizing organization.
Governance in a DAO is the act of managing collective decision-making to direct funds and optimize operations. When our community is aligned with our vision, it is the governance that becomes the blueprint and architecture to carry out that vision.
The overriding structure of gmgn supply co.
The overriding structure of gmgn supply co. consists of the gmgnDAO (parent brand), and for every product that is launched, a standalone product subDAO. This is a unique way to ensure that every product has its own core team and its own treasury. This provides agility and focus it needs, while the parent gmgnDAO has focus on the total brand ecosystem and New Product Development (NPD).
The gmgnDAO is the parent organization that governs the total gmgn brand and operations. Members of the gmgnDAO are early supporters who will hold the gmgnDAO Token (NFT). Holding this token(s) entitles the member to claim subDAO product token(s) at no cost as products launch (+gas transaction fee).
Wen Mint: Q4 2022 TBC Price per Token (NFT): Minimum 1.1 ETH (TBC based on market conditions) Secondary Market Fee: 5%
Every product is launched as a subDAO. Membership to each product subDAO is by way of holding its specific token (NFT), either through public sale or as gmgn DAO members who have claimed.
Wen Mint: Q4 2022 TBC Price per Token (NFT): TBC based on market conditions Secondary Market Fee: 5%
The Genesis NFT Drop for gmgn supply co. will publicly test our business model and prepare for a successful launch of the parent gmgnDAO NFT in Q4 2022. We’re giving exclusive access via allowlist signup to our early fans and select partner communities that share our principles for creating lasting value. We expect it to mint out quickly.
Full Pass
Our Genesis drop will open with a limited release NFT in October 2022 which serves as a Full Pass to redeem for the gmgnDAO NFT due to launch in December. This is essentially full access to the parent brand at a greatly reduced price. The Genesis Mint will also celebrate our first product to go into production, OnChain Chocolate.
Discount Pass
We've also decided to offer a 2nd tier NFT as part of this drop at what for some will be a more affordable entry point. This NFT will serve as a Discount Pass getting you 30% off the gmgnDAO NFT in December as well as the same allocation of OnChain Chocolate.
Golden Tickets
Distributed throughout both tiers of the drop will be Golden Tickets which if you're lucky enough to score, will provide you with a FREE gmgnDAO NFT. However minting the Full Pass does get you a much greater chance of winning a Golden Ticket! (see below)
Holders of the gmgnDAO NFT are guaranteed free minting of all future product subDAO NFTs, with 100+ products expected to launch... you get the picture. On top of that you'll enjoy free product allocations, revenue share potential based on contributions to the DAO, product discounts via the tokengated marketplace and a say in the development of the products & DAO.
gmgn supply co. membership tokens
Membership to gmgn supply co. will be by way of holding a Non Fungible Token (NFT).
Think of these tokens as a key that proves you are a member in the gmgn ecosystem. Tokens on the blockchain, held in individual digital wallets, are the future of memberships, and we are pioneering their use in a community-driven business model.
The utility of holding tokens has only begun to be explored in the web3 space, but token-gated commerce is where gmgn supply co. will be a leader in innovative benefits to holders.
This is not to be confused with a fungible token or altcoin. That is something that will be introduced later in the development of the DAO as we progressively decentralize.
gmgnDAO (Parent Brand) If you hold membership to the parent brand (gmgnDAO), you will be able to claim for free (+gas) the membership NFT to all product subDAOs and have access to all subDAO benefits.
subDAO (Products)
For every product subDAO token you purchase on the initial public sale (or claim as a gmgnDAO member), you will be entitled to credit for a free product on your first order via our Shopify store.
In addition, members will receive the following benefits:
Revenue share (upon completion of tasks by the DAO members)
Product subscription (products mailed to the NFT holders on regular basis)
Alpha and initial dibs on new products released
Voting for new products and product categories
As outlined under CPGx2^100 the progressive decentralization of gmgn supply co. is a three-stage plan based upon Community. Participation. Governance.
Once our community is aligned and participating in our shared vision, governance becomes the blueprint that sets a path to carry out that vision and further decentralizes the DAO.
As we've noted previously, building a competitive business and managing physical consumer goods, will require a flexible approach to decentralization. A hybrid model, if you will.
In Web2, community and company are separate. In Web3, they become one.
The diagram above shows the two opposite ends of the spectrum.
1.) Top left: The traditional centralized corporation where the hierarchical company and community are very separate entities. In most cases, the business only builds a community to exploit and derive value from them.
2.) Top right: A fully decentralized model where a community organization has taken on full control from a core centralized team.
3.) Bottom: gmgn supply co. begins as a hybrid model where a core team in partnership with advisors and dedicated working groups begins to merge with community over time. The question then becomes, how far toward a fully Decentralized Autonomous Organization can a CPG business go? We'll find that out together!
The products we launch will initially come from product partnerships with existing brands. These partners share our vision to grow a decentralized owner economy for CPG.
In partnership, we develop a uniquely branded product, which differs from anything else our product partner produces. The branding of gmgn products will;
Celebrate Web3 culture through an engaging product name featuring well-known and respected pfp characters from partner NFT communities.
Come with unique, custom "surprises" and rewards that aren't offered by traditional CPG products (e.g. NFTs and token-gated access to IRL experiences).
The product artwork may also come from a partnership developed with an existing NFT project, but in some cases where an NFT has commercial usage rights, the owner has licensed their pfp NFT to us, such as Bored Becky on gm Cereal, and no partnership has been formed with Bored Ape Yacht Club itself.
They become a member of our parent gmgnDAO as well as their product subDAO.
Our first product partner is OffLimits Cereal, who was there at the beginning when we all saw the genesis tweet from @richerd on Twitter calling for a gm Cereal. We reached out to OffLimits founder Emily Elise Miller after she responded to that Tweet, and the rest is Web3 history. Emily is now a member of the DAO and leads the way for so many exciting brand partners to come.
For gm Cereal, we have partnered with the amazing Bored Becky, well-loved 'apefluencer' on Twitter and, a member of the Bored Ape Yacht Club. It was only fitting that our first product takes the title of 'gm', the universal greeting of Web3 that transcends time and place. What better product for the abbreviated good morning than cereal? If you're like us, a good bowl of cereal also transcends time and place.
Read more about gm Cereal in our Mirror article.
Chocolate we can all feel good about! Cocoa is sourced out of Ghana and each bar sold funds a day of school for a young girl from the cooperative that supplies the cocoa ❤️
OnChain Chocolate comes from a collaboration between the OnChainMonkeys community and Zora Chocolate. OCM is one of the leading communities in Web 3.0, with a highly-respected team and powerful connection to social causes. Zora Chocolate, is a start-up premium chocolate company founded by an amazing female entrepreneur.
(Note for Posterity: OnChain Chocolate became our first product run fully launched and sold/distributed to holders of our Genesis Pass NFT).
Note: the following are early exploration or merely ideas for illustration of the products we can launch with early market fit to or core web3 community.
What is it? A partnership concept is being explored with the amazing NFT community Fame Lady Squad and Product Partner Les CocoNuts with their full line of all-natural, luxurious and gender-neutral body care products.
What is it? Dual products, Potato Chips & Dip (concept only)
Notes: Based on the well know saying in crypto and NFTs. Top projects are known as Blue Chip projects, and whenever the market is down, everyone says, “Buy the Dip!”. Creative: Total degen sitting behind their computer watching the markets fall into the red while frantically eating their chips and digging deep into the dip! Similar to the movie cliche of women binging on a tub of ice cream after a breakup… this can become the de-facto binge when your portfolio is in a dip. End card: "Blue Chip Chips, don't forget to buy the Dip! This is Not Financial Advice"
What is it? Peppermint Mints and Gum (concept only)
Nootropic Gum and Mints with a mix of caffeine, L-Theanine, and B-vitamins for constant focus the whole day. Creative: NFT artwork of the tins in 3D rotation to look like a typical Mint Pass / Card. Could work well with a pixel art-based pfp project that is being developed into a game… the promo video is someone walking down the street looking exhausted, and stopping to pop the mint on their tongue. Their eyes widen and as cool air vents from their ears their face pixelates into a pfp. Cut to wide, and the world around them is pixelated and they’re bouncing down the road collecting Mints (like coins in Super Mario) and jumping on the heads of scammers. End Card: “Mint Pass - get your game face on!”
There are three primary ways all gmgn supply co. products will be sold to both DAO members and the general public. Initially, distribution will be limited to US and Canada only. In time, international expansion will added.
Direct Sales (Shopify)
Subscription Service (On Some Products)
Retail Stores
The gmgn supply co. Shopify Store will be our primary marketplace for public sales and for managing our subscriptions.
Shopify now facilitates tokengated commerce using NFT tokens as a membership key to receive various benefits and configuration options for the DAO.
Non-members can purchase through the Shopify Store but do not receive the benefits of DAO utility token holders. However, based on planned development, the public can create an account on the gmgn supply co. platform and earn $CPG loyalty points with each purchase which can be redeemed for full membership when they have earned enough.
Members also earn loyalty points for ongoing orders.
All newly minted product tokens will cover your subscription for several orders. The number of orders available varies depending on the product. These are activated by redeeming on our Shopify store with a wallet that holds the product token.
You can choose to leave that un-redeemed in the token and pass it on to future owners should you sell via the Sunday Market. You can also sell it at any time with partially used subscription orders, and the balance will pass on to the next owner.
If you buy a product token secondary via the Sunday Market, you can check its subscription balance first. With each resale, tokens are replenished with a new allocation of subscription orders (but less than what is included from the original mint). So even if the initial redemption has been fully used up, you will still get free product. That top-up is covered by some of the royalties taken on secondary sales.
Once you have fully redeemed the free portion from your token, your subscription will continue at the special owner's rate (TBD depending on the product - as margins on gmgn product families will vary).
If you cannot purchase a product ownership token on launch or via secondary, loyal customers can earn one through repeat purchases. For example, after a year of buying the product at retail price on Shopify, you could earn enough gmgn loyalty points to redeem for a Token of Ownership. You can choose to redeem those points to own any of the gmgn product lines available via the Sunday Market. If pricing on the secondary market is too high, you can choose to redeem those gmgn loyalty points and mint a new product line as it launches instead.
As we expand, we will explore national (US & Canada) retail distribution opportunities, primarily driven through the existing Product Partner supply chain. These partnerships give us an advantage in securing shelf presence where suitable.
The long-term goal is to use the collective strength of an extensive portfolio of products under the gmgn supply co. banner to create a competitive presence in national retail outlets. Our primary advantage will come from one factor.
Reduced cost of customer acquisition:
We can quickly ramp broad public awareness for our brands and products through the network effect of our incentivized DAO membership.
Because of the above, costs usually channeled into above-the-line marketing can be directed to support favorable retail positioning.
As major retailers move to smarter data and AI-driven demand planning it is the brands that can provide robust consumer data and organic share of voice that will have a distinct advantage.
A guide to how New Product Development will be implemented within gmgn supply co.
We have a bold vision to launch at least 100 amazing products under gmgn supply co. The Founding team is getting the ball rolling, and as we progressively decentralize we expect it to scale significantly with the network effect of an engaged and well-connected community.
Our products have begun with existing product partners who align with our vision and become members of the DAO. These partnerships allow us to grow quickly and implement a streamlined and profitable supply chain of existing manufacturing and shipping operations. We continue to seek those partnerships both within the core team and from community proposals.
In time we may also have opportunities to foster entirely new brands without product partners , and with greater success, the DAO may consider acquisition opportunities as well. Ultimately you, our members will guide and decide.
The business model we are building allows us to move faster than traditional startups in the CPG space by utilizing the network effects of ground-up community building, layered with an advisory board and core team to deliver on that early-stage growth. Progressive Decentralization marries the best of both worlds together, and early seed round funding from accredited investors followed by VCs will give us the kickstart to rapidly roll out technology and reward the talent to make it happen.
Our priority for products will take into consideration a number of key factors.
Margin & Product Elasticity
Early Market Fit (our more immediate target market)
Strong demand from target demographics
Frequent purchase cycle/potential for repeat purchase
Short trend or long-term potential
High engagement/emotionally-driven
Category Size > $500MM
“Meme”able
Secondary to the above are products that we can build an exciting brand around! To read more about our Product brand strategy and roadmap read here.
We are ultimately looking beyond a 'supplier -> wholesale customer relationship. As a partnership, we seek near-cost economics but recognize that might be a progression with some partners based on proven sales volume. Any margin over fully finished cost of goods in product to gmgn supply co. from Product Partners would be to cover storage and any fixed fulfillment where third party services are used.
Variable shipping costs direct to customers would be charged back to gmgn supply co. who will be building charges into the online orders via the gmgn supply co. Shopify store.
When assessing potential Product Partners in our early stages, we will be considering the following criteria.
Do the founders of the business align with our vision for web3?
Does their business have strong ethics and sustainability?
Do the founders of the business view this as not only a short-term collaboration, but a partnership where they have a role and membership in the DAO itself?
Do the unit economics for the proposed product line stack up?
Can they facilitate storage and shipping into their existing workflow?
Can they integrate receipt of gmgn supply co. orders and fulfillment direct from our Shopify store?
Our Product Partners are responsible for all manufacture, storage, supply chain and distribution. Product Partners will automatically receive orders placed on the gmgn Shopify store and are responsible for prompt delivery.
The gmgnDAO and Product subDAO is in charge of the marketing and promotion of the products, community building and driving traffic to the gmgn Shopify store.
Learn more about DAOs: https://www.wired.com/story/how-blockchain-can-wrest-the-internet-from-corporations/ Progressive Decentralization of DAOs: https://a16z.com/2020/01/09/progressive-decentralization-crypto-product-management/
DAOs are Superorganisms by Bankless https://banklessdao.substack.com/p/daos-are-superorganisms-state-of?s=r The DAO of DAOs: https://www.notboring.co/p/the-dao-of-daos-5b9?s=r#details Constitution DAO: How to build a DAO in 10 Days: https://mirror.xyz/caitlinpintavorn.eth/wVYjtehZRcp3rZTd5byRKdYY7N9t-z2r6oguGvQU5j4
The Future of Work is Not Corporate — It’s DAOs and Crypto Networks https://future.com/the-future-of-work-daos-crypto-networks/
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