Hi there, it’s great to be here! My name is Jane, and I am one of the co-founders of zkLend. Alongside my talented colleagues @xJonathanLEI and @bfu, we have developed a native money-market protocol on Starknet that is currently live on testnet. We are proud to have been active in the ecosystem since late 2021 and have participated in many exciting developments in the space. Today I’d like to discuss the future of Starknet marketing with the community.
IntroductionOver the past year, much attention has been given to growing the Starknet developer ecosystem, optimizing network performance, and establishing governance. While these efforts are essential for building a strong foundation, we need to focus on expanding the Starknet community beyond developers to drive real-world adoption.
Recently the community has seen governance proposals pertaining to wider Starknet user adoption, such as this recent proposal by @david from Nostra on the creation of a “Starknet Governance Fund”. We strongly believe this is a step in the right direction and in the spirit of furthering discussion, we want to propose the creation of a Growth Committee (“GC”) within the Starknet Foundation. As a team building on Starknet, we believe that a more defined onboarding strategy for users would benefit the ecosystem and amplify marketing efforts from individual projects.
The proposed Growth Committee builds on Nostra’s recent proposal for a “Starknet Governance Fund” that focuses on wider Starknet user adoption. We believe that the creation of a Growth Committee is a logical next step to help coordinate and accelerate user onboarding efforts, while providing guidance, governance, and monitoring of the usage of the fund.
Current State of Growth on Starknet
Currently, Starknet growth is loosely divided into three parts: developer onboarding, partnership building, and consumer growth.
- Developer onboarding is a joint effort by the StarkWare team and developer communities, such as OnlyDust and Encode Club, to onboard developers through a mix of in-person and online educational events.
- Partnership building also is an effort led by the StarkWare team to secure key infrastructure and institutional partnerships, such as the Chainlink SCALE program, ConsenSys, Alchemy, and Ledger.
- However, consumer growth is missing. A dedicated Growth Committee is needed to drive user adoption.
The GC’s mandate is to coordinate consumer-focused activities aligned with Starknet and Ethereum’s principles and to accelerate user onboarding onto Starknet’s protocols. The GC will provide guidance, governance, and monitoring of the usage of “Starknet Governance Fund”.
The scope of the GC and grants the committee approves should encompass one or more of the areas below:
- General marketing - efforts to create general awareness about Starknet and its protocols. This could include social media campaigns, influencer outreach, targeted advertising, and other strategies to raise the profile of the network and attract more users.
- User incentives - campaigns for users to participate in Starknet’s protocols. This could include rewards or transaction fee rebates for completing certain actions or achieving specific milestones on the network, such as using a protocol, providing liquidity, or participating in governance decisions.
- User education - support educational initiatives focused on Starknet and its protocols. This could include workshops, webinars, tutorials, and other resources designed to help users understand how to use the network effectively. By providing education, the committee aims to lower the barrier to entry for new users and increase overall adoption of the network.
It is important to note that while user incentives will be within the Growth Committee’s scope, it shall only be a part and not the whole of what the GC focuses on. We have seen several successful campaigns by other networks that use creative means beyond incentives to drive user adoption.
Some examples include:
- Arbitrum Odyssey - An 8 week program introduced by Arbitrum last summer aimed at increasing user engagement by offering NFT rewards. Users can interact with various protocols each week, complete specific on-chain actions, and earn badges.
- zkSync Account Abstraction Food Truck Experience - a partnership between zkSync and WeLook, and MyEtherWallet that allowed users to test out zkSync Era (previous 2.0) and transact on the network at EthDenver.
- Optimism Quests - Periodic quests or challenges that are designed to incentivize community members to contribute to the Optimism ecosystem. The quests can range from bug bounties to creative challenges, and rewards can include anything from Optimism tokens to exclusive swag.
The committee should, where appropriate, also help with such coordination. The committee’s scope should be broad and not limited to specific industries or projects to ensure the widest possible adoption of Starknet.
Each interested party or protocol should submit a written proposal detailing the goal of the campaign, execution plan, as well as resources required. While we will not go into detail on the application structure here, our friends at Nostra have done a great job in their proposal and we suggest using it as a template once the GC is established.
Individuals or project teams should also disclose upfront the grants they have received from Starknet and/or the Starknet Foundation to prevent double-funding similar types of activities and to ensure that previous grants have been used up prior.
Metrics for Success
To measure the success of the Growth Committee’s grants, the following metrics should be considered: weekly active wallets (new and existing), TVL, new teams building in the ecosystem. Additionally, cohort analysis can be used to track these metrics by grouping users into different onboarding periods and evaluating their engagement with the platform.
Wallets (new and existing) - number of new and active wallets on Starknet, as well as the number of existing users who are engaging more with the platform. This metric is important as it indicates the growth of the user base.
Average transaction size and frequency - average value transferred in a single transaction, while average transaction frequency tracks how often users are transacting on Starknet. These metrics provide insight into user behavior for optimizing UX and incentives.
TVL (Total Value Locked) in DeFi - incremental value of assets locked in Starknet contracts and compare this against cost of acquisition.
New projects - a lagging indicator of ecosystem health but arguably one of the most impactful in the long term. This can be tracked through Github + onchain activity.
The GC will be made up of 5-10 members, and should meet regularly to discuss proposals and make decisions on allocation of resources through a majority voting process. It should comprise a mix of StarkWare employees, ecosystem projects across DeFi, GameFi, NFTs, and infrastructure to ensure a diverse representation of the community.
- Full-time staff - employees of StarkWare or the Foundation appointed by StarkWare
- Committee lead - responsible for coordinating meetings and approvals, as well as regular updates and communication with the Foundation and other stakeholders. The leader will be voted on by the Committee.
- Committee members - responsible for assessment and voting on proposals. This group can initially be selected by the Foundation board. In the long run acceptance of committee members should be on an application basis and approved by the existing GC. Teams with protocols on at least testnet would be eligible and the term limit per committee member should not exceed more than  months.
The Starknet Foundation has been granted 50.1% of the initial token supply of $STRK, with 9% allocated for community rebates and 10% to a strategic reserve to fund ecosystem activities. We believe the Foundation should consider allocating a portion of these 19% of tokens (for example, approximately % of tokens as a starting point) to the Growth Committee to fund consumer-focused campaigns.
Conclusion and Next Steps
In conclusion, we propose the creation of a Growth Committee within the Starknet Foundation to review, approve, and help coordinate user-focused campaigns to drive user adoption of Starknet. The GC would exist orthogonal to other committees in order to reduce redundancy in resources and responsibilities, and would solely be focused on consumer-facing activities.
We recommended funds to be seeded from either the strategic reserve or community rebates pot within the Starknet Foundation tokens.
This proposal is intended to further discussion, and dig deeper into the long-term direction and governance model of the proposed “Starknet Growth Fund" (renamed from “Starknet Governance Fund”) by us and @david. While it is not an exhaustive checklist, we believe this proposal is a crucial step towards making Starknet a more inclusive community with users.
We encourage the community to share their thoughts and feedback on this proposal in the comments below. By doing so, we can gauge community interest and support for this initiative and bring it to the attention of the Starknet Foundation.