**Vote Type** Token holder DAO Snapshot with a 5-day vote period **DAO-elected Sponsors** John Packel, @Gorkem, Ashley (@MrsNuBooty) **Timeline** * 7 days for comment/discussion on this proposal * Token holder DAO Snapshot with a 5-day vote period **Purpose** This proposal calls for Threshold to upgrade its marketing capability by making 3 structural changes: hire a senior marketing lead, ask the Keep and NuCypher teams to each contribute 5 hours per week to oversight, alignment and updates, and re-focus the current marketing lead role on executing social media and content **Motivation** * Threshold’s Marketing Guild has gone through several iterations since its founding 2 years ago. In April 2023 the DAO approved [TIP-49](https://forum.threshold.network/t/tip-49-restructure-the-marketing-guild-committee/573?u=johnpackel) to restructure the committee, and then [TIP-50](https://forum.threshold.network/t/tip-50-contractor-role-for-a-dao-marketing-lead/585) in May, which created the DAO’s Marketing Lead role. * It was evident to several of us at the time that a single resource working 30 hours per week would be challenged to not only execute on all the deliverables outlined but also field new requests from the DAO and contributor teams (Keep, NuCypher and those working on thUSD), plus work to maintain communication and alignment with those teams and the guilds. * In terms of developing Threshold marketing strategy and priorities, the [6-month plan](https://forum.threshold.network/t/tip-50-contractor-role-for-a-dao-marketing-lead/585/17?u=johnpackel) Ashley and John created and posted in response to Forum responses requesting clarity on the role’s deliverables included 3 top goals (“Expanded tBTC awareness enabling growth”, “Successful launches of thUSD and Threshold Access Control”, “Compelling, clear & unified Threshold brand presence, messaging & content”), as well as a need to, “Source & review proposals from marketing/communications professionals for content, SEO, and other marketing opportunities”. * The latter proved difficult to achieve, but **even if we had more outsourced contributors there would still be a need today for a senior marketing professional to conduct a fresh review of current priorities, activities and impact in order to develop and implement an overall marketing strategy and execution plan** based on where Threshold is in 2024 and where we need to go. **Scope** We propose that Threshold upgrade its marketing capability by making 3 structural changes: *1. Source a senior marketing lead (contractor ~25 hours/week) via a formal search process* We need a dynamic, leadership-oriented, crypto-native contractor to effectively create and guide the DAO's marketing strategy, as well as lead cross-functional work streams in alignment with stakeholders. This requires a significant level of experience and track record in various aspects of marketing and growth, including product and digital marketing, acquisition, activation, and retention. The expectations associated with such a senior position are understandably high, especially considering the scope of responsibilities and the impact on the DAO’s success (see recruitment outlined in the Proposed Process section below): * Defining, activating and engaging high value communities with Threshold Network. This includes finding high-ROI places to drive awareness and establish long lasting relationships with those communities * Strategic thinking and planning, to provide a deeper understanding of audience engagement and interaction * Measurement and data-driven impact assessments based on who our audiences are, what goals each piece of content aims to achieve, and how to measure and capture further engagement * Clear ROI-based initiatives (including sourcing outside expertise and execution as needed) that demonstrate the value of our efforts and spend, as well as provide valuable insights for future planning * Alignment with overall product roadmap and goals, reflecting product development stages and marketing goals that includes distribution, content and social media strategies * Defining content calendar, writing content pieces or outsourcing when required * Stakeholder management and leading cross-functional work streams via strong project management and operations skills * Experience with brand marketing and partnerships, weaving together multifaceted campaigns, as well as crisis communications **It is critical that this person be willing, able and eager to execute some of the required tasks on their own, both because we need more “doers” and because Threshold has many expenses and demands continue to grow.** Recommended compensation: DAO standard $85/hr. *2. Ask the Keep and NuCypher teams to each contribute 5 hours per week for strategic oversight, alignment and product updates* While we have tried various forms of weekly marketing sessions that included Keep and NuCypher representatives in managing priorities/progress, content/messaging, DAO alignment, etc., we need to establish a consistent cadence of input on priorities, updates on product strategy and development, as well as feedback on messaging and other product marketing efforts. While a major focus of the meeting(s) and input would initially be on sourcing and evaluating candidates for the senior marketing contractor, once that person is in role this can shift to helping them get up to speed and providing inputs as they develop the strategy and updated tactics. After that, the ongoing weekly contribution can settle into providing product updates and insights, giving input on priorities and messaging. *3. Re-focus Ashley’s role on executing social media and content* Threshold needs a lot more focus on social media and content than one person is able to provide while doing as many other things as we’ve tasked Ashley within her current role. “Crypto Twitter” is a critical vehicle for awareness, and ideally we’d have a full-time role focused on social media. By bringing in a senior contractor to provide the services described above, we can allow Ashley to focus exclusively on social media messaging and content creation - based on the strategy to be developed and with ongoing input from Keep and NuCypher. **Proposed Process** * Upon posting this proposal, commence weekly meeting with representatives from Keep and NuCypher, plus Ashley and John, to discuss the new role recruitment process, align on interim priorities for Ashley’s current focus and address marketing-related issues that arise (then oversee the selection process, assuming approval) * Recruitment process that thoroughly assesses the necessary skills and experience (we propose that Gorkem be the point person managing this process): * Write role description and post as reply to this Forum post * Align on screening and interview questions - to be used by all, for consistency * Initial screening call with a defined person * Interview with the Keep, NuCypher and DAO representatives * Session for candidate to present their case study (open to the DAO) * Assess cultural fit with the extensive DAO * Marketing Guild Committee makes offer and we prepare onboarding **Process timeline** * Commence weekly meeting immediately * Align on role description within 3 days, post it and solicit candidates * Post this proposal to Snapshot in 7 days * Begin interview process once Snapshot quorum reached (unless significant votes against) * Aim to have candidate selected by Feb. 20th so that person can attend ETH Denver and meet stakeholders in person

### Enhancing Menstrual Health Privacy: Embody's Inner Circle and TACo Integration ### TIP Number and Title: TIP-070 ### Vote Type: Token Holder Governor Bravo ### DAO Elected Representative Sponsor: Will ***Note: After great feedback from the DAO, we'd like to clarify and add that the development of a reusable chat infrastructure will be at the core of this proposal. The proposed work will be open source and reusable.** ### Project Summary Our team is excited to propose the integration of TACo (Threshold Access Control) into Embody, the most privacy-forward and comprehensive period tracking app ever built. This integration is especially crucial in the wake of the U.S. Supreme Court's decision to end the constitutional right to abortion in 2022, which has heightened menstruators’ concerns about the security of data collected by period-tracking tools and its potential misuse. More specifically, we are looking to build the Inner Circle feature, an online community space where menstruators can securely discuss and share their experiences. Through the integration of TACo, Embody’s Inner Circle not only gains the advantage of its robust security features but also actively contributes to the advancement of the TACo ecosystem. Our application serves as a tangible real-world implementation that can provide valuable feedback and user experience insights to the TACo/Threshold DAO community, thereby assisting in refining and enhancing the technology for future applications. The team at Embody is requesting $189,000 to achieve the following key milestones. **Milestone 1 - UX/UI Design, Technical Architecture, and TACo testnet integration** **Milestone 2 - Development and TACo mainnet integration** **Milestone 3- Public release of Inner Circles, available on app stores and marketing** ### Background In the wake of newly activated state laws and uncertain legal boundaries in the United States, women are searching for a safe space to gather online to discuss the problems that they face related to women’s health and connect with each other without concerns about data privacy and societal stigmas. This gap underscores the need for Inner Circle, a social network within Embody (an encrypted, local-first, open-source period tracker) designed for intimate, small-group interactions where women can share, learn, and connect on their health and topics that resonate deeply with them. Our project’s overarching objective is to redefine menstrual health by creating the most privacy-forward period tracking application, ensuring that every individual has the tools to understand and manage their menstrual health without compromising their personal security and privacy. This initiative aims to address the growing concerns about data misuse while empowering users with unique insights into their bodies and creating a safe community for sharing experiences with their trusted circle. Our goal is to design and develop an Inner Circle feature utilizing a decentralized network, accessible via our Embody app, which will provide a supportive and secure community space for women to openly share and discuss their menstrual health and how it affects their day-to-day lives. We aim to integrate TACo (Threshold Access Control) to leverage its end-to-end encrypted data sharing and communication capabilities, protecting Embody users from a centralized authority that might unilaterally deny service or, in the worst-case scenario, decrypt/view/share private user data without consent. It is the only access control layer available to web 3 developers that can offer an end-to-end encrypted access control service, through a live, well-collateralized, and battle-tested decentralized network of nodes. The TACo integration will ensure that users can share and communicate while retaining complete control over their data's integrity and confidentiality. From the outset, Embody has been designed with privacy and decentralization at its core. This means every feature, integration, and decision is made with the goal of avoiding centralized control or points of vulnerability. That’s why the integration with TACo makes the most sense to us. Additionally, we believe this will be a powerful partnership with TACo as we become one of the first use cases showcasing TACo’s usability and applicability beyond its conventional domains and in an environment where the stakes for compromising trust are exceptionally high—exceeding even the risk faced by adopters who rely on TACo for seed phrase recovery and inheritance. We are currently in beta, and we're encouraged by the organic growth we've seen so far. Without dedicated marketing campaigns, we have already achieved over 250 downloads and attracted more than 1,700 blog subscribers. It's a promising sign as we gear up for more structured marketing efforts post public launch, especially with the introduction of inner circle. **What sets Embody apart from Competitors?** Privacy has traditionally been conceded in favor of convenience, with most apps collecting data from users from the start, making it impossible to guarantee it won’t be compromised and[ released by hackers](https://www.cnbc.com/2023/07/10/hca-healthcare-patient-data-stolen-and-for-sale-by-hackers.html),[ sold to third parties](https://www.wsj.com/articles/you-give-apps-sensitive-personal-information-then-they-tell-facebook-11550851636), or used as evidence in court. We are well aware of existing period tracker applications such as Clue, Flo, Stardust, and 28. However, none of them are private by default, where the user has full control over their data. With Embody users don’t have to select an “anonymous mode” or turn on a special setting. Their actions are always private. And unlike other period trackers, our technology is open source so anyone can verify our security guarantee. We have built our business model around security from day one. Additionally, no other application currently provides all of the following features: symptom logging, personalized analytics, 4-phase focus, and a social component. **Market Strategy & Fit** Our period tracker app occupies a unique and lucrative niche at the intersection of wellness and women's health. With 2/3 of the US population embracing wellness apps, amounting to a $2.7 billion market, and 1/3 of US women relying on period tracking apps, representing a $1.2 billion market, our app taps into a substantial market opportunity. By seamlessly integrating menstrual health tracking into the broader realm of wellness, we are positioned to address the comprehensive well-being needs of millions. A [recent survey](https://www.theguardian.com/society/2023/sep/07/uk-data-watchdog-to-review-period-and-fertility-apps-amid-security-concerns) of over 1,150 women highlighted that 59% prioritize transparency in data usage, and 57% prioritize data security over cost and ease of use when choosing a menstrual health app. We meet these growing security concerns that other apps often fail to address. Our target audience includes menstruators who value privacy and security in digital health tools, particularly those in regions with restrictive reproductive rights. We will focus on expanding our user base through targeted marketing campaigns and partnerships with women's health organizations including top organizations and advocacy groups that are helping women get access to reproductive health care, particularly those in the 24 US states that have banned abortion. Additionally, we plan to partner with Hey Jane (a telehealth startup providing patients with medication abortion) and De Lune (a menstrual wellness brand that offers innovative, all-natural relief supplements for period pain and other PMS symptoms), along with with other organizations as revenue sharing partners, leveraging their established networks and expertise to enhance our market reach. Given the growing awareness and openness around menstrual health, and the specific need for privacy-focused solutions, there is significant market demand for an app like Embody. In a Product-Market Fit (PMF) survey, we observed compelling evidence of the significant impact and value our product holds in the market. A notable 46.79% of our users reported they would be "very disappointed" if they no longer had access to our product, a figure that notably exceeds the 40% benchmark commonly associated with a strong product-market fit. Embody will initially adopt a freemium model, providing essential period tracking features and inner circle at no cost to ensure accessibility for all users. By Q3 of 2024, we plan to transition to a premium subscription model, priced at $10 per month or $65 annually. Our premium content will include guided meditations tailored to different phases of the menstrual cycle, customized fitness routines that adapt to hormonal changes, and nutritional guides to optimize health and well-being. Additionally, we will offer interactive tools for period trend analysis, providing users with actionable insights into their menstrual health. To encourage upgrades to the premium version, we will implement a strategic marketing approach, showcasing the tangible benefits of the advanced features. This will include targeted promotions, free trials, and exclusive content previews. We will also continue to leverage user feedback to continuously enhance the premium offerings, ensuring they remain aligned with the evolving needs and preferences of our users. ### Impact This project sets a new standard in tech: women’s data is not a product to be sold, shared, or used against them in a court of law. Women are the owners of their intimate health data, and they can safely learn more about their bodies and connect with other menstruators in a safe environment. ### Milestones and Timeline: ****Milestone 1 -** UX/UI Design, Technical Architecture, and TACo testnet integration** The Embody team will create a technical document to outline the architecture behind Inner Circles along with high-fidelity designs, with feedback from early users of the Embody app. The Inner Circles feature will allow a user to create a circle of up to 5 friends, allowing those in the circle to share and view each other's menstrual cycle. The Circle receives a daily prompt that helps users build a deeper understanding of how menstruators are affected by their cycles. Responses, which are ephemeral and disappear after 24 hours, are shared with the group, providing a point of connection for the users in the Circle. Activities: 1. Develop Technical Requirements document to outline the architecture behind Inner Circles and the TACo integration 2. TACo testnet integration 3. Perform user research to inform design & early functionality 4. Develop Figma mockup for Inner Circle 5. Gather user feedback on the designs 6. Iterate on designs based on user feedback Deliverables: Requirements document, complete UX/UI Design, user research report & iterations made Timeline: 3 months Budget: $40,500 **Milestone 2 -** Development and TACo mainnet integration Technical implementation of the Inner Circles feature in beta and test with early users Activities: 1. TACo mainnet integration 2. Implement Inner Circles functionality based on designs from Milestone 1 3. User testing & bug resolution Deliverables: fully functional version of the Inner Circles feature with TACo integration, testing report & bug fixes, , marketing plan Timeline: 5 months Budget: $70,500 **Milestone 3- Public release of Inner Circles, available on app stores.** Activities: 1. Final round of QA 2. Release on app stores 3. Marketing campaign Deliverables: QA report, app store release Timeline: 1 month Budget: $78,000 ### Outcome *Enhanced data security. By leveraging TACo's decentralized and end-to-end encrypted framework, the Inner Circle feature will offer unparalleled data security and privacy while minimizing the trust users need to place in any single entity. *User empowerment. Users will have more control over their data, deciding who can access their shared content. With transparent and verifiable security measures and open source ethos, users will have increased trust in the platform's commitment to their privacy. It's worth noting that both TACo and Threshold have been open source since their inception, and even TACo's roadmap is open source, ensuring that all limitations and discussions are auditable. *Community support. Inner Circles allows women dealing with challenging health or political issues to gather in a safe space to talk about the issues they collectively face. *Scalability. TACo's decentralized nature ensures that as the Inner Circle community grows the system remains resilient and efficient for scaling By integrating TACo, Embody not only benefits from its robust security features but also contributes to the evolution of the TACo ecosystem. Our application serves as a real-world implementation that can provide valuable feedback to the TACo / Threshold DAO community, helping refine and enhance the technology for future applications. Additionally, the FemTech ecosystem, with its unique challenges and requirements, presents an ideal opportunity to showcase how TACo's technology can be adapted to protect and empower users in nontraditional spaces. ### Who is Involved: Embody is currently being incubated by Thesis. Thesis is a crypto venture studio behind Taho, Fold, tBTC, and Keep, a key contributor to Threshold. The Embody team is led by founder Anna Hall and includes experts in engineering, design, strategy, growth, and advisory roles, with members including Liz Shinn, Carolyn Reckhow, Dani Bonilha, and Claire Seidler, each bringing specialized skills from product development to strategic growth and design. ## Budget Summary Our budget is structured around specific milestones, denominated in USD because our costs and liabilities are in USD. We ask to either A) be paid an amount of T that corresponds to the USD value of the milestone at the time of each payment, or B) that the Integrations Guild allocate the amount of T necessary to cover the entirety of the USD denominated budget and immediately swap it into USD or USDC and hold in escrow, to be released upon completion and acceptance of each milestone. |SUMMARY BY MILESTONE|Amount $| | --- | --- | |Milestone 1|$40,500| |Milestone 2|$70,500| |Milestone 3|$78,000| |Total|$189,000| **Project Links:** https://embody.space/ https://twitter.com/EmbodySpace https://www.instagram.com/embody.space/

# Vote Type Token holder DAO Snapshot with a 7-day vote period. ### DAO-elected Sponsors @Eastban , @JohnPackel, @Vict0r ### Timeline 5 days for comment / discussion on this proposal. Token holder DAO Snapshot with a 7-day vote period. # TL; DR * Reinstate 0.2% redemption fees * Maintain 0% minting fees * Give the Treasury Guild decision power on changes on the bridge fees for 6 months. # Background As per [TIP065](https://forum.threshold.network/t/tip-065-tbtc-fee-holiday/718), a two-month tBTC bridge fee holiday has been implemented on December 10th, 2023. Accordingly, tBTC mint and redemption fees have been reduced to 0% for 60 days. Mint and redemption fees are slated to be reinstated at their original values of 0.1% for mints and 0.2% for redemptions on February 10th, 2024. # Proposal tBTC still remains at a crucial inflection point in its growth trajectory. TVL and volume has been growing. This proposal aims to attract new capital inflow to the bridge by extending the 0% mint fee, while reinstating the outflow fees to their original 0.2%. We also believe it is important to give the Threshold Treasury Guild Committee the flexibility to adjust these fees for the next 6 months. # Rationale Threshold DAO eliminated minting and redemption fees with the implementation on TIP-065, allowing users to avoid any cost both for inflows and outflows of the system. As expected, this has brought a rise in volume to the bridge. The idea of extending the reduction in minting fees should be viewed as a tactical course of action. This extension would effectively allow for increased inflow of capital, thereby providing a stimulating influence on volume and TVL of tBTC. This decision to extend the 'holiday' or reduction period for mints is not only appropriate but also necessary given the prevailing market conditions. The primary objective of this strategy is to enable tBTC to attain the critical mass that is indispensable for it to be utilized in mainstream DeFi use cases. The attainment of this critical mass is a prerequisite for the widespread adoption of tBTC, and hence, the proposed extension on minting fees reduction is targeted towards achieving this objective. Moreover, in an effort to ensure a faster reaction time and greater flexibility in adapting to rapidly changing market conditions, we propose that the Treasury Guild be granted the authority for six (6) months to direct the Threshold Council to adjust fee parameters. By delegating this decision to the Treasury Guild Committee it will allow for a more agile and responsive adjustment of fees in line with market fluctuations. However, it is crucial to maintain a balance between flexibility and governance. Therefore, after this six-month period, any further changes should once again be subject to the existing governance processes. This will ensure that while we adapt to the market, we also maintain the necessary checks and balances in the system.