WHITE PAPER OCTOBER 2019 - UNlshd
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WHITE PAPER OCTOBER 2019
1
slow your burn 2
what’s inside
1. Disclaimers 3
2. Executive Summary 3
3. Industry Overview 3
4. Product Details 6
5. Business Plan and Revenue Model 10
6. Timeline 16
7. Token Offering 17
8. Tokenomics and Token Valuation 12
9. Platform Licensing 19
10. Team and Advisory Board 25
11. appendix 30
Appendix 1. UNLSHD Services 31
Appendix 2. UNLSHD platform visuals 32-34
Appendix 3. competitor analysis 34
Appendix 4. glossary of terms 35
UNLSHD (UNLSHD partners Group) the Agency is a full service creative company covering
Advertising, Marketing, Production and Communications.
We operate our agency upon our built-for-industry platform
which we call Platform UNLSHD.
3
UNLSHD
is the CREATIVE COMPANY
poised to revolutionise
the advertising and
marketing industry
by implementing an
innovative, blockchain
platform that will
increase overall
efficiency; reduce costs
for both agencies and
clients; and provide
unparalleled services
and functionality.
4
UNLSHD is issuing a new
crypto-token, the KIBBL™,
intended to become the
industry standard. Unlike
early crypto-token
issuances (‘ICOs’) the KIBBL™
has tangible value:
the token is redeemable 3 Industry Overview
at participating agencies Holding Companies are acquiring for innovation due
in exchange for their to stagnant or negative performance. Partnering
services. Early purchasers while competing will become a way of life in
marketing. The distinctions between marketing
of the KIBBL™ will realise consultants, creative agencies, advertising holding
significant returns in companies, freelancers etc. are blurring as marketing
the form of substantial becomes more focused on user experience and less
on advertising executions. While marketers want to
discounts on services. The
reduce the number of partners they work with, no
funds raised by the sale one type can address all of their needs.
of KIBBL™ will help defray
Advertising holding companies are in a frenzied
the costs of the platform
acquisition phase to stay relevant, their billing systems
build and implementation making them expensive and outdated in their servicing
across the industry. of clients. In return, clients are fracturing their portfolio,
looking to companies that are specialized, tactical, local
or unique. Alternatively some clients are bringing work
The UNLSHD platform in-house for better transparency and faster responses.
is a state-of-the art
turnkey solution for Meanwhile industries are reorganising and ideas like
blockchain are totally reshaping the way business
the advertising industry is found, done and accounted for. The marketing
developed for us with the industry has thus far shown itself to be less than
help of Netherlands-based creative in the adoption of this new technology, and
remaining slow in others. Therein lies the opportunity.
Juno Systems. The platform The time is ripe for the industry to adopt new and
combines a world-leading emerging technologies for the benefit of themselves
workflow tool with and their clients.
smart contract powered
blockchain technology
to deliver unprecedented
functionality, ease of use
and transparency for
agencies and clients alike.
5
4 Product Details
The UNLSHD platform is a
Transparency
turnkey solution using
blockchain technology
Time management
to radically improve
three key markers all
Overheads
parties face:
Our transformative and bold solution is a full-service
platform supporting an advertising, consulting,
production and communications services offering. The
platform combines a state of the art workflow system,
powered by smart contracts written to the blockchain.
The workflow technology significantly improves overall
business efficiency while smart contracts automatically
regulate transaction processing. Our platform provides
full transparency throughout the process, control over
time and money, data gathering within the materials
held on platform, and analytics to inform both timeline
and burn rate.
In addition to the most sophisticated marketing industry
platform available, clients benefit from our award-
winning gold standard services. Every piece of work,
done by any member of our community of contributors,
if not by us ourselves, is vetted by our founding team,
award-winners, industry leaders and truly global
veterans drawn from the entire marketing spectrum.
‘Contributors’ are the team members selected from
a global network of creators from every imaginable
media, business and marketing strategists and
category experts with deep in-market knowledge and
C-Level experience. We provide a platform that allows
brands at any point in their evolution to come on board,
pick the services they need at an agreed price point,
and receive fast, efficient, quality service from a group
of pre-approved and already successful talent within
our platform network. Our clients get all the benefits
of technology, and the curation and reputation of an
established and trusted advertising agency.
The UNLSHD platform allows the client instant access to
experienced, award winning global professionals from
across the marketing spectrum, led by the UNLSHD
founders. The client can pick and choose what services
it needs after an initial hour long free consultation with
one or more of our UNLSHD lead consultants.
6
7
Platform Dynamics
Our platform is simple. Clients can open an account by buying KIBBL™, and then
manage entire global multi-media campaigns from an easy-to-use dashboard. Our
platform puts the user in complete control and able to maximise time & budget,
because at every stage of the process, unless declined or block-booked, the client
will receive an alert to move to the next stage of engagement. They will then opt-in
at every moment to the next stage. No more heading mindlessly down the wrong
roads, no rethinks based upon misunderstandings, no changes in strategy due to
the time taken to implement first strategy.
The client pays hour by hour and our suppliers and talent working with us (and
ourselves) are instantly paid for their services by smart contracts built into our
blockchain based platform. Everything is reconciled immediately. (Think of the
savings for legal and accountancy departments).
The platform keeps logs of all communication/assets/deliverables/timelines, and
once each phase has been completed, payment is automatically reconciled so the
client can monitor its burn rate. Clients only move to the next phase by opting-in
themselves. Once each step of the marketing process is completed and payment
is automatically made, the next step is unlocked by the payment. Once the project
is finally signed off, clients will receive their finished product and the vendor will
immediately receive payment, thanks to the blockchain.
Clients will have to pay a nominal amount of fiat currency to engage with the
platform, the degree of mix with crypto-currency will depend on the nature of the
client. We offer the brand a choice of hourly, daily or weekly rates, this helps with
the transparency and with budget management, these rates can all be any mix of
crypto, fiat or a combination of both, as they are all converted to our token KIBBL™
to operate the platform.
The UNLSHD platform has the ability to provide data analytics on both the project
level and the macro level for major business strategy decisions. We’ll catch ALL the
data and store and provide it for best information reporting and knowledge-sharing
(where approved).
Each project will have a data-analytics dashboard that monitors where the time and
money is being spent. Each project will have up to 6 options of analytics for their
dashboard e.g. burn rate/time/creative hours/production hours.
Companies using the UNLSHD platform can also establish a better understanding
of their overall market; their nearest competitors (what they’re doing right and wrong)
and their customers (where best to reach them and what they want). They can build
strategies on these insights, track the success of their project which gives them the
The entire
flexibility to respond quicker and more precise decisions for their future product and UNLSHD
marketing endeavours. This gives brands efficient marketing with a measurable ROI. process
flow is
And it doesn’t have to be digital services only - we can account for every part of the depicted in
marketing and development experience. Figure 1
8
9
5 Business Plan and Revenue Model
UNLSHD seeks to raise a moderate amount of operating capital (approximately 600k
Euro) to fund the development of the platform and the expansion of our current business.
Capital will be raised in the form of a crypto-token offering named KIBBL™. In contrast
to traditional ICOs (Initial Coin Offering) the KIBBL™ has a tangible value. KIBBL™
are exchangeable for services on the UNLSHD platform at a permanently fixed
rate. In effect, the KIBBL™ acts as a voucher. To our knowledge this is the first ever
voucher model for crypto-tokens and we are labelling our offering an ‘IVO’
(Initial Voucher Offering).
Interested parties will be able to buy KIBBL™ at a discount to its ‘par’ value. Par value
refers to the listed value of the voucher when measured in fiat. For example, our top level
contributor (service provider) is charged out at a list rate of €255/hour. Therefore par
value for a voucher representing one top level workhour is €255 but these vouchers will
be sold at a discount to encourage early pre-payment. The funds raised by these sales
will constitute our initial operating capital.
The details of the token offering are explained in section 7: Token Offering. In summary,
the tokens will be sold in the public sale (IVO) at a 10% discount. However, tokens will
be available for sale at a much higher discount in private pre-sales subject to negotiable
terms and conditions.
UNLSHD has plans in place to license the platform to other agencies. Token holders
will be able to redeem their tokens in exchange for services at UNLSHD or any platform
licensee. In addition, at a future date we expect the token to be listed on a public
exchange and tradable at market prices for cryptocurrency and/or fiat. This will allow
token holders another avenue to cash in their tokens.
UNLSHD will generate revenue in two ways.
ONE via regular marketing agency activities delivering services to clients
TWO by licensing the platform to other agencies and companies that perform work
with a similar cadence. Platform licensees will pay a one-off implementation fee,
plus a small annual maintenance fee, plus an ongoing fee for every transaction
on the platform.
Please refer to section 9: Platform Licensing for further details.
UNLSHD has identified an underexploited market in the start-up sector. Our platform
enables us to derive significant value from engaging in this sector for the long term while
also delivering value to fledgling companies in much need of support. A level of support
they could not afford until they paradoxically wouldn’t need it anymore.
10Targeting the Start-Up Sector
In Tallinn, we will start a small administrative office and look to tap into the start-up culture of
Estonia, where we are registered, directly. Our goal is to take long term positions in start-ups
that are already operational, and to grow their product or service. Those start-ups for the first
time will be able to access and afford world-leading marketing direction and development, and
have open pathways to North America and beyond. We expect to hire one incentivised business
development person, one public relations mid-level person and one administrative person in the
first months. Glen will continue to service clients in other parts of Europe, travelling to those
places when required. In Estonia and for global work we will be represented legally by Attela
Law, an established Estonian firm.
In the United States, we will continue to service the clients we have already secured, whilst
looking for those types of companies that are non-traditional minded and prepared to engage
with our platform and/or our agency. We’ll grow our contributor base and open market channels
for US products and services in Europe and further afield.
In all cases, we’ll also be evangelists for our own platform, offering and securing agreement for
licenced usage to other agencies.
We needed a way to create,
manage and deliver great
projects done by us and
our friends, making the most
of the changing global
economy, and changing
the way that our industry
works. Our platform and
business model does that.
Our friends and us don’t
work at the world’s most
expensive agencies anymore,
but you can find us in
places like UNLSHD.
112018 has already passed 2017’s global VC dollar volume
We’re launching record. Venture-capital investment in the U.S. continues
to rise, having reached more than $90 billion in 2017, this
a crypto- looks to increase in 2019 with funds such as Softbank
Vision Fund and their $100 Billion plan. Nations including
India, Singapore, Japan, the United Kingdom, Germany,
token because France, Sweden, Israel, and Canada have all seen
substantial increases in venture-capital investment in their
we think that startup companies.
Start-ups are up against legacy companies that already
creativity has have large marketing budgets and a multitude of marketing
agencies all on non-competes and large retainers. Start-
a unique value, ups have none of these luxuries, so they tend to look
for solutions that are like minded and can give the same
in challenging results as if they were working with the larger companies.
Due to the marketing and data services provided by the
times, creativity platform, UNLSHD will be helping start-ups come to market
with services normally reserved for established companies.
is often the UNLSHD will be getting a first look at startups that may
have massive potential. We’ll be able to negotiate positions
first quality to on Crypto / FIAT hybrid payments, or even negotiate closer
long-term deals with start-ups that excite us.
be abandoned UNLSHD will identify these startups then, after due
diligence, will present to our executive the case for
in the life of investment and if all are agreed upon, invest an appropriate
amount to help create success for the chosen start-ups.
a business or R/GA Ventures co-developing products and services
with Techstars is an example of a creative and marketing
brand, where technology company investing time and resource into
emerging companies and concepts. We’ll be looking to
get ahead of this process, and integrate more closely -
history has through gifted coin or tighter participation. An equity piece,
however small, can be a real option.
shown it should
be the last.
Our token, the
KIBBL™ works like
a voucher – you
buy our time.
12wh ta
happens
when chaos
meets
confusion?
don’t know,
it’s not how
we roll.
13Initial Clients
Patentstarters
The world’s first blockchain powered patent kickstarter. Aiming to get
up 1000 patents over the next few years. UNLSHD will be involved in
marketing these companies. Each company will initially be assigned a
€17,500.00 marketing budget, with that total going up to €106,300.00
per patent over 4 years. They are undergoing an ICO at the time of
writing, so marketing budgets could well increase further
str8line (formerly Audeosystems)
Guarantees a fast and cost effective development and deployment
of any front office business application. UNLSHD will be assisting
in the marketing and communications of STR8LINE (renamed from
Audeosystems as part of the rebranding), particularly in its first stage
of branding and rebranding and again in Year 2 when it seeks to market
outside The Netherlands.
UNCOMMONN
Uncommonn is an online street fashion portal and brand, exclusively
representing sustainable clothing and accessory brands. Our role is to
guide and mentor the young entrepreneurs to market success. UNLSHD
is engaged in an equity and discounted fees model.
ONE AND DONE
One And Done is an SME Business Experience Travel Platform with
huge global potential. We have already carried out a successful re-
brand from U R Going and will continue to work across the marketing
spectrum of this well-funded fledgling UK company.
TRUE ALTITUDE
“We have partnered with UNLSHD to work in parallel on our mutual
customers. They have provided us and our customers with an impactful
layer of marketing finesse. Working with Tom and Glen means we can
cut through quickly to tackle any communication and branding topic. We
would highly recommend UNLSHD as partners and people.”
14ADVISORS AND
CONTRIBUTORS
LEGAL MAREK HERM ACCOUNTING OU Paberkandja CRYPTO ETHICAL ICO
CONTENT WONDERHATCH MUSIC SYNCBUBBLE EXPERIENTIAL IMPERFECT CIRCLE
DESIGN CICALA DESIGN FILM NICK HOOKER COMPOSER ROBERTO BALDI
156
TIMELINE
Until october 2 2019
Private friends and family only sale, done by signing
SAFT contracts.
Discount available is 20% to those who are also
contributors.
Those who are not will benefit from 15%.
october 29 2019
Launch of IVO with 10% discount.
Sale will continue for 6 months. After 6 months tokens are for sale
via UNLSHD but will be at ‘par value’ not a discount.
Work to begin on projects immediately as they come
in, subject to business rules.
Final iterations of Android client app ready
December 01 2019.
IOS Client app continuing until completion, potentially
January 30 2020.
Functioning platform for Android users available to
start using immediately.
APRIL 23 2020
Potential listing of KIBBL™ on crypto exchange.
167 token issuance schedule
The following schedule describes the details of the token issuance
Token Type Voucher
Token Name KIBBL™
Tokens are redeemable for UNLSHD workhours. The number of KIBBL™ required per workhour depends on
the contributor’s experience level, calculated as 1000 x
[level number]
There are 15 contributor levels For example, one hour of work by a top level contributor
requires redemption of 1000 x 15 = 15,000 KIBBL™.
Issuance Details
Issuance (capped total circulation): 10,000,000,000 (10 billion) tokens.
Token par value (‘Par Value’ is the value at which the €0.017
redemption of a voucher is equivalent to paying the
platform’s list price for services).
Hard cap 1,000,000,000 x €0.017 = €17,000,000
Soft cap There is no soft cap as the company has already started
operations. Any amount of raise is acceptable.
Target is €600,000 to cover initial set-up costs and approximately
one year of operations.
SAFT rounds (Simple Agreement for Future Tokens)
Early investors may purchase tokens ahead of the Tokens sold in a SAFT will be sold at a substantial discount
IVO in a ‘pre-sale’ via a private placement. and may be subject to certain terms and conditions.
Tokens will be restricted from sale for a ‘lockdown’ period;
the higher the discount the longer the lockdown period.
Discount 20% Tokens available 10,000,000
We ask clients to buy KIBBL™, then spend it on our platform.
In reality, they are pre-paying for services, in any small amount
they wish to. We do this to challenge the status quo.
This is the price for giving clients total control over the work
that we do for them. They can start and stop a project
at any time, at any hour, for any reason.
17IVO (Initial Voucher Offering)
The public sale (IVO) will be at the 10% discount Minimum purchase is 65,000 tokens (€995.40)
price (€0.0153)
There will be no other free allocation of tokens.
All unsold tokens following the SAFT rounds and Co-CEO
IVO will be retained in ‘cold storage’ via Multisig CFO
requiring 2 of 3 signatures: COO
Future Token Sales Tokens will continue to be sold following the
IVO via direct purchase from UNLSHD under the
authorisation of the Multisig (see point above).
Token sales following the IVO but prior to
exchange listing (‘pre-list phase’) will be sold at
par value.
After tokens are listed on public exchanges
(‘post-list phase’) tokens will only be available
for purchase on the exchange. Clients may
choose to pay for UNLSHD services at list price
using fiat currencies.
Tokens will always be redeemable for workhours
at all participating agencies (UNLSHD and
platform licensees)
Tom is a world-leading creative director,
co-founder with Glen of UNLSHD. A hugely
respected and multi award winning creator and
leader of teams, Tom and Glen work together
closely and Tom has special responsibility for
the creative and strategic development of the
work we do with our clients.
188 Tokenomics and Token Valuation
The token is a voucher for UNLSHD’s (UL) services which is sold at a substantial
discount to par value. Other agencies who license the platform will also accept
the token on the same terms. Clients of UNLSHD or participating agencies
benefit immediately from the discount on services. In addition, the token is
expected to be listed on public crypto-exchanges, which will allow token holders
to trade their tokens for other cryptocurrencies. Because voucher tokens have
a tangible value their market price is unlikely to drop when listed on a public
exchange. KIBBL™ is redeemable for services, any speculation is a secondary
quality entirely at the risk of the holder.
The KIBBL™ holder is entitled
to redeem KIBBL™ for UNLSHD
The terms of the voucher
worktime at the permanently fixed rate
may be summarised as
of [1000 KIBBL™] x [Contributor Level]
for each hour of Contributor work time
Earlier in our whitepaper, we described the role of our contributors: the creative or
other team members who delivers the work for the client’s project. The value of a
workhour depends on the contributor’s level of qualification and experience. The
token’s redemption value is measured in workhours according to the permanent
schedule of rates as shown in Table 1. These rates will NEVER change. The table
follows a simple rule that the hourly rate in KIBBL™ = [level 1 rate] x [level]. For
example, 12,000 KIBBL™ could be redeemed for one workhour of a level 12
contributor or alternatively for 3 hours of a level 4 contributor (and so on).
Provider level vs KIBBL™ Rate (Permanently Fixed)
Contributor Level KIBBL Rate (hourly)
1 1,000
2 2,000
3 3,000
4 4,000
5 5,000
6 6,000
7 7,000
8 8,000
9 9,000
10 10,000
11 11,000
12 12,000
13 13,000
14 14,000
15 15,000
19The schedule shown in Table 2 represents the current list price for UL’s services
in EUR and will be available on a private page on our website. As can be seen,
the highest possible contributor level is 15, representing our most qualified
and experienced contributors, currently charged out at €255/hour. These rates
are not fixed and may increase over time due to inflation. However, KIBBL™
vouchers will remain valid in perpetuity and so acts as a hedge against
inflation. For example, 15,000 KIBBL™ will always be redeemable for 1 level
15 workhour no matter how much the list price changes in future.
TABLE 2: SCHEDULE OF UL’S PRICING FOR SERVICES
Contributor Level List Price (hourly)
1 €17
2 €34
3 €51
4 €68
5 €85
6 €102
7 €119
8 €136
9 €153
10 €170
11 €187
12 €204
13 €221
14 €238
15 €255
Of course clients can always choose to pay for services using accepted fiat
currencies and cryptocurrencies if preferred. However, clients can take advantage
of discounts by purchasing KIBBL™ in our IVO or pre-sale.
Glen is a world-leading communications talent,
co-founder with Tom of UNLSHD. He’s worked as
a communications advisor, strategist, content
creator and “Mr. Fix-it” across the world, in all
types of industries, from world-leaders in their
fields, to “Davids” in battles
20 with “Goliaths”.Token Life Cycle
Eventually KIBBL™ will be listed on a public exchange. The timing for this has not been determined
and depends mainly on the various public exchanges willingly choosing to list KIBBL™. Public listing is
not a requirement for normal operations of the UNLSHD platform. The ‘pre-list phase’ token lifecycle is
depicted diagrammatically in Figure 1.
Figure 1. pre-list phase TOKEN LIFECYCLE
AGENCY CLIENTS
kibbl™
work hours
kibbl™
Tokens are sold to clients at a discount to their redemption value in exchange for fiat (or cryptocurrencies
such as BTC/BCH/ETH). This can occur in several ways. Before the tokens are formally launched
UNLSHD may negotiate to sell tokens to clients at a future date for a large discount on the token’s ‘par’
(redemption) value with a Simple Agreement for Future Tokens (SAFT). At token launch, tokens are sold
publically (IVO) for a lesser but still significant discount on redemption value. After launch, UNLSHD
will sell tokens at par value but may still offer discounted rates under certain circumstances such
as for bulk purchases privately negotiated. Clients get the best discount deal by purchasing tokens
at the earliest opportunity.
21In the post-list phase, when public exchanges have listed KIBBL™, clients can sell their KIBBL™ on
the exchange at market price, as depicted in Figure 2. Given that KIBBL™ have a tangible value, their
market pricewill likely not drop below this value. Instead, the longer term price of KIBBL™ is expected
to increase given the effect of inflation on the cost of agency services. Furthermore, as more and more
agencies begin to use the platform over time the demand for KIBBL™ is expected to increase.
9 Platform Licensing
UNLSHD will license the platform to other agencies. The benefit for other agencies is the enhanced ability
to attract clients due to the improved functionality enabled by the platform. In addition, participating
agencies will benefit from utilising what we expect to be the standard crypto-token for the industry.
Figure 2. Token lifecycle in the post-list phase (excluding licensees)
AGENCY CLIENTS
kibbl™
work hours
kibbl™
public exchange
buy / sell spread buy / sell spread
speculators (non-clients)
22Specific licensing costs, terms and conditions are available on request. In brief licensees will pay a one
off cost for the implementation, a small annual usage fee and then a small percentage of all transactions.
Licensees will be contractually obligated to accept KIBBL™ in exchange for services using the same
15-level contributor rate schedule as shown in Table 1. However, licensees are at liberty to apply their
own fiat rates and of course can also accept fiat and other cryptocurrencies instead of KIBBL™.
The token lifecycle for KIBBL™ redeemed at licensees is shown in Figure 3. Clients purchase KIBBL™
from UNLSHD but redeem them at an alternative agency (the licensee). In the pre-list phase, UNLSHD
guarantees to buy back unredeemed KIBBL™ from licensees at the current rate. That is, at the same
rate as UNLSHD are selling them to clients. Thus, UNLSHD will not make a profit or loss on the KIBBL™
Figure 3. Licensee token lifecycle in the pre-list phase
AGENCY CLIENTS
kibbl™
licensee
work hours
returned by licensees in this phase. The impact on licensees depends on their list rates as compared with
UNLSHD. If the licensee’s list rates are higher than UNLSHD’s then this arrangement amounts to licensees
giving a bigger discount to clients than UNLSHD, and vice versa.
During the post-list phase licensees will be able to sell their KIBBL™ on a public exchange at the market
price. During this phase UNLSHD guarantee to buy and sell KIBBL™ on public exchanges to ensure
market liquidity.
23a
Wh t
doesn’t
a
kill an d
agency
makes it ...
a
le ner
24a
10
Team nd
Advisors
25meet the founders of UNLSHD: Tom and Glen
Co-Founder: Tom Eslinger Co-Founder: Glen Cameron
is the ex-head of Digital for Saatchi & Saatchi has worked closely on communication, strategy
Worldwide. Executive Creative Director with 20+ and business development with the very top leaders
years of global experience leading teams and in their fields around the globe over the last 17
creating internationally awarded creative ideas that years. Some of his clients have included the former
work hard for brands. Content creator, strategist, long-time Saatchi & Saatchi CEO Kevin Roberts,
innovator, entrepreneur, educator and author renowned football manager Carlo Ancelotti, the
working across all digital and mobile media, film, celebrated designer and architect Michele de
experiential, VR and AR. Tom Eslinger will remain Lucchi, and the Indian Olympic Committee and
working in New York and broadly across all of North teams at the Asian and Commonwealth Games.
America, servicing clients all over the world.
SELECTION OF GLOBAL BRANDS IN TOM AND GLEN’S PORTFOLIOS
26UNLSHD team (so far ....)
matthew machukki
director of operations
Matthew serves as the Director of Operations for UNLSHD. Prior to UNLSHD,
he spent his career in the investment management industry at boutique firms
where he was not only involved in investment research, but other verticals
of the business. His projects varied from general market research to build
the architecture for internal databases. Matthew’s analytical, technical, and
creative skills along with a strong work ethic help UNLSHD to build out a
sustainable, durable, and efficient business.
ATTORNEY & TAX REPRESENTATIVE ACCOUNTING REPRESENTATIVE
Marek Herm - Partner / Attorney-at-Law Urmas Toome - OU Paberkandja
ATTELA Law Firm Tondi 51, 11316 Tallinn, Estonia
Ahtri 6a, 10151 Tallinn, Estonia +372 53474 427
+372 511 3845 www.paberkandja.ee/en/
marek.herm@attela.ee
www.attela.ee
27He is an advisor to IOSCO, the HKMA, the Malaysian
SFC as well as the Thai SEC. His latest book is: “The
Next Revolution in our Credit-Driven Economy: The
Advent of Financial Technology.” His upcoming book is
Lucas Wemes ” Cryptocurrency, FinTech, InsurTech, and Regulation “,
in conjunction with SUSS.
Software Development
Lucas is the CEO of PatentStarters and Str8line KEDMA
Systems and is a proven visionary entrepreneur with BROWN
success across internet recruitment (first in online
video application), patents and IT. He founded the
world’s first block chain-powered patent kickstarter
Patentstarters and invested in a very smart, block
chain based IT-platform, the technology the UNLSHD
Production AND Diversity Advisor
Platform is based upon.
Kedma Pognon Brown is digital, production & operations
Lucas has proven to be experienced in transforming veteran with over 22 years’ experience in the advertising
traditional industries into successful market-oriented and media industry and a passionate Diversity, Inclusion
and commercial focused businesses. & Equity advocate. Kedma is the Board Chair for Digital
Diversity Network, an organization that helps to advance
He founded the world’s first blockchain-powered patent
diversity, create access & champion inclusion within the
kickstarter Patentstarters and invested in the block
digital and technology sectors.
chain based IT-platform, the technology the UNLSHD
Platform is based upon. Kedma is currently the SVP Agency & Media Operations
at Zenith Media, where she’s responsible for overseeing
and managing day to day agency operations &
processes as well as the back-office media operations
& production teams. She has worked at various
agencies like ROAR, Saatchi & Saatchi NY, OgilvyOne,
PAUL SCHULTE TBWA Chiat/Agency.com, Cheil/The Barbarian Group
and Organic, where she’s led global 360 multi-platform
& multi-channel integrated initiatives and teams; while
driving process and standardized operations and
delivery for clients like Procter & Gamble, General Mills,
FINTECH Advisor Allstate, Cisco and Samsung to name a few.
Paul Schulte is the founder and editor of Schulte As a passionate Diversity, Inclusion & Equity advocate,
Research, a company which does research on banks, she was the National Lead Diversity & Inclusion at
financial technology, bank algorithms and credit Saatchi & Saatchi; served on the on the She Runs It
algorithms. He has had a career in equity research (formerly AWNY) Multicultural Council for three years
which spans 27 years on both the buy and sell sides and she is currently the Board Chair for Digital Diversity
covering the Asian and emerging markets. He has been Network, an organization that helps to advance
frequently ranked in top-five positions in Euromoney, diversity, create access & champion inclusion within
Asiamoney and Institutional Investor. the digital and technology sectors. She’s native New
Mr. Schulte was most recently at China Construction Yorker, a mom of three and loves all things pop culture.
Bank Intl as Global Head of Financial Strategy and Asia
Banks Research and based in Hong Kong. Paul is a
senior fellow at Tufts University, HKUST and SUSS in
Singapore. His clients include some of the largest hedge
funds globally. He works with several banks, sovereign
wealth funds and insurance companies in Asia.
28TV production company before starting Ethical ICO in
May 2018. He is also CMO of the fully SEC compliant
Hedge Fund & OTC Desk Investors of Crypto. As well
as being an accomplished musician, writer & producer,
LEENA WOOD he is currently producing a documentary covering the
scandals surrounding the 21 Million ICO. David is an
altruist, an inspiring public speaker and an outspoken
advocate for racial, gender and social equality.
digital MEDIA ADVISER
Leena is a highly experienced in digital marketing and
sales strategy, specialising in technology. Leena is
widely known in the Australian market and is a trusted Dr Stef
and respected advisor throughout her network. Savanah
Having co-founded a successful company that was
part of an acquisition by Salesforce, then going on
to hold a VP position within Salesforce, Leena has a
comprehensive perspective of the start-up journey and
of large commercial enterprise leadership. Launching Blockchain Adviser
social media monitoring for Radian6 (now owned Stef is the CTO of Ethical ICO and during a career
by Salesforce), she pioneered the whole customer spanning 35+ years he has worked in a wide variety
viewpoint for social and CRM with large enterprises of business sectors including Government, Health
in Australia, including Vodafone and Optus, and has & Education and, especially, 17 years in financial
led sales and digital transformation strategies for services. He has been completely immersed in
numerous large international brands. Blockchain research since 2013. A prolific public
speaker and educator, he is also named as co-
Spanning three continents and 25 years, Leena is a inventor on over 230 patent applications from his time
highly experienced in digital marketing and sales at nChain – the global leaders in blockchain research
strategy, specialising in technology. Currently living and development. Stef brings with him a wealth of
in Sydney, Leena is focusing on growth strategies experience in ICO modelling and tokenomics and
for technology start-ups. Leena is also cofounder is an acknowledged expert in the fields of use case
in an enterprise software consultancy / agency that and project delivery and holds regular blockchain &
focusses on growth beyond founder led sales to a tokenomics masterclasses.
scalable go-to-market.
david lofts
Tokenomics Adviser
David is CEO of Ethical ICO and a Brand Architect with
a background in global consumer & finance marketing
who has developed strategy for major corporates and
launched Government public flotations, food brands,
cars, credit cards and tobacco products across
Europe, North America, Russia, Asia and the Middle
East. He entered the Blockchain space in early 2017
as a founder of the 21 Million Project, a blockchain
2911
appendiCes
hello.
30Appendix 1.
UNLSHD Services
Appendix 1. UNLSHD Services
Appendix 2. Brand communication
UNLSHD platform Brand development
examples
Brand PR / events / roadshows
Appendix 3. Brand strategy
competitor
Brainstorming Training and Workshops
analysis
Content development
Appendix 4.
Communications Strategy
Glossary of
terms Data Analytics
Design
Digital - Websites/apps
Experiential
Executive training
Marketing/business/brand consultation
Media Buying
Media Training
Production
Post-production
Public & Media Relations
Social media / influencers
Speech writing
Sponsorships / collaborations
VR and AR games and experiences
Third party hard costs are excluded from any KIBBL™ redemption,
we can advise when these might occur after our first strategy
session with you.
31Appendix 2. UNLSHD Platform
When you assign a task you can add priority, team members, form groups, add documents, add services/
products and how much time he or she may spend on a job. If you make revisions to any part of the
project, these changes are recorded in the blockchain.
32Appendix 2. UNLSHD Platform
In the Activities Tab you have an overview of all customers, contributors assigned, a short description
of the current tasks and the project status. To drill down into any project or task detail, you click on the
project name. You can change the Activity View to show projects by their current status or date range.
33Appendix 2. UNLSHD Platform
Tasks are assigned to contributors, as well as the Unit Level which makes their KIBBL™ rate. All
document belonging to a customer or a project can be added, replaced or removed. An entire project
can be specified, scheduled and assigned from a single page and panels.
appendix 3. Competitor Analysis: We can’t find anyone
doing what we are doing.
Some companies operating around our space, for reference below.
90 Seconds, almost $30 million PatrEon
funding over 4 investment rounds $60 million Series D. A decentralized social
$100 million valuation. Approx. 250 projects influencer-marketing platform.
a month on the site, average order value of
US$5,600. Allowing brands to purchase, AND...
plan, shoot, edit and review professional
videos across the globe - all online or from Almost any other normal
their mobile. Clients include UBER, Apple, creative agency
Sony, Visa. Currently trying to save money, outsource
client work to the cheapest producers, front
MediaMonks it with an overworked account handler,
Revenue $75 million - EBITDA $8 million. trying to keep creativity high, and make any
900+ employees. Recently acquired for €300 type of margin, while all of their talent is
million. A global digital production agency. leaving for almost any other challenge they
can get their hands on.
34appendix 4. GLOSSARY OF TERMS
“Accepted Currency” means USD, EUR, “Face Value” means the fiat equivalent of KIBBL™
GBP, ETH and BTC. Other currencies are when purchased via the Unleashed platform.
considered case by case basis.
“KIBBL™” means a blockchain token created
“Acquirer” means you, i.e. the person registering by Unleashed in connection with the Project and
to the VGE, transferring Accepted Currency and enables the Acquirer to use the Unleashed Services.
receiving KIBBL™ in return following the entry KIBBL™ acts as a voucher for Unleashed Services.
into an Agreement with Unleashed.
“KYC-platform” means online platform where
“Affiliate” means, in relation to Unleashed, its persons can register for VGE.
past, present and future employees, members
“Project” means Unleashed blockchain based
of management bodies, officers, directors,
ecosystem described in more detail in the White Paper.
parent companies, subsidiaries, shareholders,
agents, representatives, service providers, “SAFT” means any simple agreement for tokens
legal successors and assigns. containing a future right to a specified number
of KIBBL™.
“Agreement” means an agreement on the
terms and conditions set out in these Terms, “Terms” mean these terms and conditions
which shall be deemed to have been entered forming the Agreement between you, the Acquirer,
between you, the Acquirer, and Unleashed from and Unleashed.
the moment you have accepted these Terms.
“Unleashed” means Unleashed Partners Group
“Bank Account” means the bank account of OÜ, a company incorporated under the laws of
Unleashed where the Acquirers can transfer Estonia with registry code 14736822.
their contribution.
“Unleashed Services” means the advertising and
“Dispute” means any dispute, claim, suit, communication services provided by Unleashed
action, cause of action, demand or proceeding or a third company using the platform developed
arising out or in connection with this Agreement, and run under the guidance of Unleashed.
or the breach, termination or invalidity thereof,
“Unleashed Team” means persons assigned by
or otherwise in connection with the acquisition
Unleashed.
of KIBBL™.
“We” means Unleashed.
“ERC20” means the Ethereum Request for
Comment No. 20 smart contract standard “VGE” means the issue of KIBBL™ as described in
setting the initial guidelines for a blockchain the White Paper and to which these Terms apply.
token that can be offered through, and
“Wallet” means software which enables
available on, the Ethereum network in a
and facilitates the sending and the receipt of
standardized format in order to be tradable
cryptocurrencies and tokens, including KIBBL™.
with other blockchain tokens on Ethereum.
“Website” means www.unlshd.world
“Ethereum” means the smart contract
protocol, virtual machine and decentralized “White Paper” means the detailed description of
network including all its related components Unleashed Project as currently envisaged and as
and protocol-related projects both present may be amended by Unleashed from time to time.
and future, which began operation (Genesis The White Paper is made available on the Website.
Block) on July 30th, 2015.
35this page is intentionally left blank
36unLEASHED
unLEASHED
UNLSHD Partners Group OÜ
New York – Amsterdam – Milan – Tallinn – London
Ahtri 6a, Tallinn, Harju County 10151, Estonia
P +37256092009
www.UNLSHD.world
Glen Cameron
+44 7500 058 202 glen@UNLSHD.world
Tom Eslinger
+1 347 463 2931 tom@UNLSHD.world
telegram CHANNEL: worldunlshd
instagram + facebook: @meetUNLSHD
youtube + LINKEDIN: SEARCH ‘UNLEASHED PARTNERS GROUP’
37After us:
UNLSHD PARTNERS GROUP OÜ
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