SUMR Transferability Marketing - Channel priority, budget ranges, and sequencing

[samehueasyou]

**Please note that this post is a reflection of my own thoughts as a Lazy Summer Community member, samehueasyou

TL;DR

• Initial focus (launch window, 1–2 months): 70% DeFi natives / 30% institutional. DeFi natives drive fast TVL and social proof, which then unlocks institutional credibility. Example: Morpho’s strong DeFi adoption preceded powering Coinbase Earn.
• Channels: For DeFi natives—X/Twitter, YouTube, and newsletters. For institutions—research-driven newsletters and media targeting allocators.
• Comp: Prefer SUMR tokens with 1–3 month lockups to align incentives and manage sell pressure.
• Benchmark: $40k spend → $2.5M TVL (62.5× dollar-to-TVL). Use this alongside conservative/base/aggressive scenarios.

An indepth response to @JC545 SUMR Transferability Go to Market: The path to 1b is 5x from here - #4 by JC545

@JC545

Prioritisation of spend and effort. The channel analysis in the RFC is a useful foundation but it mainly maps where different audiences spend their time. It would be helpful to take that a step further and prioritise which channels we invest in first, how much budget or effort should go into each, and what the sequencing looks like. That would help us focus spend on the areas most likely to drive deposits and measurable engagement.

Priority & Rationale

DeFi natives are not simply “retail”, many are sophisticated, 7–8 figure allocators with high technical and financial literacy. Winning this audience creates immediate TVL and buy pressure, plus the credibility institutions look for as they move through longer diligence cycles.

Plan: Launch with 70/30 DeFi Native to Institutional focus (This is only regarding SUMR Transferability marketing, not Lazy Summer Protocol roadmap), then flip toward institutional as TVL and credibility compound (target: 1–2 months post-transferability).

Where the audience is

• DeFi natives: X/Twitter (primary discovery), YouTube (long-form explainers, podcasts), and high signal newsletters.
• Institutions: Research-first newsletters and outlets consumed by funds, custodians, and large allocators.

~42% of crypto users calling X their main hub

Potential Media Partners

Below is a list of media entities (individuals and companies) that have DeFi native or Institutional audiences. They have been selected for brand alignment, that can help to spread the Lazy Summer Message. The list had been sorted by tier to help determine probability of partnership.

DeFi Natives

Name	Tier	Twitter Reach	Youtube reach	Newsletter reach	Cost	Likely to accept tokens as compensation?
https://x.com/BanklessHQ	Tier 1	300k+	Podcast network	200k+	25k–100k+	Unknown
https://x.com/Cointelegraph	Tier 1	2M+	150k+	Multiple lists	30k–150k+	Unknown
https://x.com/CoinDesk	Tier 1	3M+	N/A	300k+	30k–150k+	No
https://x.com/Blockworks_	Tier 1	400k+	Podcast network	150k–250k	20k–100k+	No
https://x.com/DefiantNews	Tier 2	100k+	100k+	75k–100k	5k–30k	Unknown
https://x.com/MilkRoadDaily	Tier 2	80k–100k	20k+	250k–300k+	10k–40k	Unknown
https://x.com/MessariCrypto (Unqualified Opinions)	Tier 2	400k+	N/A	~300k	15k–50k	No
https://x.com/Delphi_Digital	Tier 2	250k+	50k+	100k+	10k–40k	Unknown
https://x.com/thedefiedge	Tier 2	300k+	N/A	20k–40k	5k–20k	Possible
https://x.com/therollupco	Tier 2	~50k	~20k	Unknown	20k	Yes
https://x.com/patfscott	Tier 2	90k	55k	30k
https://x.com/DeFi_Dad	Tier 2	175k	55k	15k	20k - 50k	Maybe
Calculator Guy	Tier 2	115k	65k	unknown	20k	Yes
https://x.com/rektdiomedes	Tier 2	100k	n/a	17k	unknown	Maybe
https://x.com/DefiIgnas	Tier 2	154k	n/a	20k	unknown	maybe
https://x.com/ViktorDefi	Tier 2	80k	n/a	7k	unknown	maybe
https://x.com/TheDeFinvestor	Tier 2	150k	n/a
https://x.com/MilkRoadDaily	Tier 2 `
https://x.com/cryptoslate	Tier. 2	90k	n/a	110k	unknown	maybe
https://x.com/ournetwork__	Tier 3	30k	n/a	12k	unknown	maybe
https://defieducation.substack.com/	Tier 3	n/a	n/a	44k	unknown	maybe

Institutional

Name	Tier	Twitter Reach	Youtube reach	Newsletter reach	Cost	Likely to accept tokens as compensation?
https://x.com/RealVision	Tier 1	300k–400k	700k+	Paid members	30k–150k+	No
https://x.com/Blockworks_ (Forward Guidance / Empire)	Tier 1	400k+	Pod network	150k–250k	20k–100k+	No
https://x.com/MessariCrypto (Research)	Tier 1	400k+	N/A	300k+	25k–100k+	No
https://x.com/Delphi_Digital	Tier 2	250k+	50k+	100k+	10k–40k	No
https://x.com/BlockworksAdv	Tier 2	50k–100k	N/A	Paid research	10k–30k	No
https://x.com/BlockworksRes (Blockworks Research)	Tier 2	50k–100k	N/A	Paid research	10k–30k	No
https://x.com/BellCurvePod	Tier 3	50k–100k	N/A	n/a	3k–15k	No
https://x.com/empire_pod (Empire)	Tier 2	50k–150k	N/A	n/a	5k–25k	No
https://x.com/mementoresearch	Tier 3	9k	5K	5k		Maybe
https://x.com/a1research__	Tier 2	20k–50k	N/A	4k	10k–30k	Maybe
About - Serenity Research	Tier 2	10k	n/a	9k	unknown	Maybe

ROI Benchmarks & Spend to TVL Scenarios

Given the list of media entities reach and average cost, we can start to make some assumptions about return on investment. Previously, Stephen the Caluclaotr guy was engaged, resulting in about 2.5m in TVL.

Observed success benchmark: $40k → $2.5M TVL (62.5× dollar-to-TVL; ~1.6% marketing cost as % of TVL).

So, every $1 spent generated $62.50 of TVL, or equivalently, 1.6% marketing cost / TVL generated.

Scenario multipliers:

Scenario	$1 : TVL	Mktg cost % of TVL	Notes
Conservative	20×	5.0%	Lower fit or weaker execution
Base	40×	2.5%	Solid performance
Aggressive	62.5×	1.6%	Matches benchmark

Small budget ($10k–$75k)

Spend	20× Spend to TVL	40× Spend to TVL	62.5× Spend to TVL
$10k	$0.20M	$0.40M	$0.625M
$50k	$1.00M	$2.00M	$3.125M
$75k	$1.50M	$3.00M	$4.69M

Medium budget ($100k–$250k)

Spend	20× Spend to TVL	40× Spend to TVL	62.5× Spend to TVL
$100k	$2.00M	$4.00M	$6.25M
$150k	$3.00M	$6.00M	$9.38M
$250k	$5.00M	$10.00M	$15.63M

Large budget ($250k–$500k)

Spend	20× Spend to TVL	40× Spend to TVL	62.5× Spend to TVL
$250k	$5.00M	$10.00M	$15.63M
$400k	$8.00M	$16.00M	$25.00M
$500k	$10.00M	$20.00M	$31.25M

Yuge bet the farm budget ($1M–$5M)

Spend	20× Spend to TVL	40× Spend to TVL	62.5× Spend to TVL
$1.0M	$20.0M	$40.0M	$62.5M
$2.5M	$50.0M	$100.0M	$156.25M
$5.0M	$100.0M	$200.0M	$312.5M

Token caveat (important): Spend should be in SUMR with 1–3 month lockups. This aligns incentives and delays dilution, but introduces price volatility. Measure ROAS in USD equivalent at grant and track TVL retention post unlock.

Proposal

Given the sequence, channels, and audience. My proposal is simple:

Use SUMR tokens to compensate media partners to amplify the go to market message and launch. Spend as much as possible without posing risk to significant sell pressure of the token.

The big question

Of course, the big question here now is how much to spend such that TVL growth outweighs future sell pressure. I do not have the answer to that and it should be debated among the community.

Next Steps

1. Outreach: Confirm partners willing to accept locked SUMR and define acceptable lock/vesting (e.g., 1-3 month cliff).
2. Budget & Mix: Community sets token budget, lock terms
3. Calendar: Coordinate content drops around launch moments
4. Guardrails: Establish caps and contingency plans if token sell pressure risks exceed thresholds.

@JC545 @Recognized_Delegates @chrisb @jensei

[rspa_StableLab]

Goated compilation. Marketing is key.

The product is already amazing. We really need to spread the word.

[jensei]

Really strong expansion on the GTM article @samehueasyou, and I love how this starts to quantify ROI and ties audience sequencing to actual spend efficiency. The 70/30 DeFi native to institutional split makes sense as a launch strategy, especially if we can convert early DeFi momentum into credibility for allocators later on.

Also +1 to aligning media drops around onchain moments (transferability activation, staking live, etc.). Sequencing could definitely amplify reach without linear increases in spend.

Thinking about the different DeFi Native Media Partners, where I consume ads the most is Bankless, Cointelegraph, CoinDesk, Defiant, DeFi_Dad, and DefiIgnas. Am I the target? Maybe. Just wanted to post out my thoughts. I trust that selection of the media outlets will be carefully set-out.

When it comes to the budgets, having a lock/stream of funds sounds great. Also, payments could have a carefully set up cliffs preventing too many unlocks at the same time - influencing the predictability of SUMR on the market.

[samehueasyou]

you are certainly the defi native target!

[FBrinkkemper]

Heya, thanks for the proposal.
We are for allocating a significant part of the community SUMR allocation for marketing. Can you propose a number that matches with the yuge budget?

I’d propose to offer the media entities three options: base level (1 month lock-up) - 2x base level (3 month lock-up), - 3x base level (6 month lock-up).

[samehueasyou]

@FBrinkkemper yuge bet the farm budget is as follows:

@samehueasyou

Yuge bet the farm budget ($1M–$5M)

I love the idea of a tiered approach for media partners, excellent idea.

[FBrinkkemper]

What valuation do you use here for SUMR?