GO-TO-MARKET PROPOSAL
From Bought Volume
to Owned Revenue
Engagement one proved that community distribution moves packs. 35 to 40 communities activated for under $10,000, with members buying and opening packs unprompted. Engagement two makes that volume measurable, and replaces one off campaign spend with a recurring subscription product Jupiter owns.
Prepared for Jupiter
August 2026
TRUSTED BY
01
SECTION ONE
Who we are and what we have done
The team behind the program, and the work that shows how we operate.
01
Who we are
02
Selected work
01 / WHO WE ARE
A full-stack go-to-market studio
Surgence runs go-to-market end to end: narrative and messaging, content and design, press and distribution, paid, and search. Forty specialists in house across five hubs, no subcontracting, one team accountable for the whole program.
40+
Specialists in house
100+
Engagements delivered
5
Global hubs
$300M+
Client revenue driven
TRUSTED BY
JupiterGLOBAL HUBS
DUBAI · SINGAPORE · SEOUL · BANGKOK · NEW YORK
02 / SELECTED WORK
Case studies with global brands
A sample of the work. Exchanges, trading products, and category leaders across five markets.
BYBIT
Creator campaign onboarding Web2 audiences through scaled UGC and influencer activation.
100+
WEB2 UGC CREATORS
200%
UPTICK FOR FUNDED ACCOUNTS ON THAT WEEK
10M+
CAMPAIGN IMPRESSIONS
ORBT
Launch of a unified liquidity layer for DeFi, from positioning through to depositor acquisition.
330,000
WALLETS CAPTURED
200,000
COMMUNITY GROWTH
$100M+
SECURED IN PRIVATE ROUNDS
$20M+
TVL ATTRIBUTED TO MARKETING
ETHGAS
Protocol and Telegram-led marketing to capture user liquidity and drive token demand.
$1B
COMMUNITY GAS SPEND CAPTURED
$2B+
ALL-TIME HIGH FDV
BINANCE, BYBIT
TIER 1 EXCHANGE LISTINGS
300,000
COMMUNITY GROWTH
ADI PREDICTSTREET
Go-to-market launch campaign for the official prediction market partner of the FIFA World Cup 2026.
100,000+
USERS
20M+
CAMPAIGN IMPRESSIONS
TOP 5
PREDICTION MARKET BY WEEKLY VOLUME
FALCON FINANCE
Go-to-market for a universal collateral layer and RWA-backed synthetic dollar.
$110M+
TOKEN SALE DEPOSITS
200,000+
COMMUNITY SCALED
BINANCE
TIER 1 EXCHANGE LISTING
UPBIT
KOREAN LISTING AND GTM
JUPITER
Go-to-market and launch campaign for Jupiter Gacha.
$30M
SALES IN WEEK ONE
10M+
CAMPAIGN IMPRESSIONS
NO. 1
GACHA PLATFORM BY WEEKLY VOLUME
FULL CASE STUDY DEEP DIVES IN THE APPENDIX
03 / SOCIAL CONTENT IN PRACTICE
Verified posts, live in the market
Organic content that matches the platform, keeps the brand voice, and earns engagement without paid amplification.
02
SECTION TWO
What month one produced
The results from the first community and FNF activation, and what they do and do not prove.
01
Month one results
02
The attribution gap
02 / MONTH ONE RESULTS
What month one produced
Distribution at a cost per community that does not exist in paid acquisition.
COST PER COMMUNITY ACTIVATED
~$250
Under $10,000 total spend. No paid posting fees on any activation.
ADDRESSABLE AUDIENCE
~50,000
Combined membership across all activated communities.
DELIVERABLE COMPLETION
100%
Alpha calls, raffles, winner lists returned.
COMMUNITIES NOW RELATIONSHIPS
50
Reusable without new negotiation.
THE TWO WAVES
Wave one
13 JULYBroad. 21 communities, three to five packs each, sized on community strength.
21 COMMUNITIES · $25 PACKS
Wave two
27 JULYNarrower and higher value, targeted at the communities wave one identified.
6 COMMUNITIES · $100 PACKS
Communities posted member screenshots of packs being bought and opened. Buying happened beyond the packs we gave away.
HOW MUCH BUYING, AND FROM WHICH COMMUNITIES, IS WHAT THE ROI REPORT ANSWERS
02 / THE ATTRIBUTION GAP
The one thing month one could not tell you
Every activation completed. None of it can currently be tied to a buyer.
WHY IT HAPPENED
Gifted wallets are known
Jupiter holds wallet data for every pack it sent. That cohort is traceable.
The buyers behind them are not
Members who saw the alpha call, did not win, and bought anyway are invisible. That is where the return actually sits.
Asking did not work, and will not
Trading and alpha groups will not share main wallets, because disclosure lets their own members follow their positions. This is a structural objection, not a reluctance that better outreach solves.
HOW WE CLOSE IT
Attribution moves into the pack
Coded claim links issued per community. The redeeming wallet self identifies. No admin is asked to disclose anything.
Disclosure becomes an unlock, not a favour
Proven volume unlocks a larger allocation in the next round. Sharing a wallet buys the group something instead of costing them something.
The report Jupiter can act on
Spend, packs and wallets per community, against attributed volume, repeat purchase rate and cost per converted buyer.
Volume accrues over time, so month one spend is measured against a longer attribution window agreed with Jupiter before the report is issued.
Jupiter has a channel that visibly works and a spend line it cannot yet defend. Engagement two closes that gap before it scales anything.
BASELINE FIGURES CONFIRMED WITH JUPITER. NO ESTIMATED OR BLENDED TRAFFIC.
03
SECTION THREE
The situation and the objectives
What this program is being measured on, and who it has to reach.
01
The problem
02
The objectives
03
Three audiences
03 / THE PROBLEM
Why campaign volume does not compound
One line every objective is delivered through.
THE POSITIONING STATEMENT
Every dollar of Gacha volume so far was bought with a pack.
Every campaign, mechanic and dollar of spend in this program is checked against that sentence.
CAMPAIGN ENDS, VOLUME STOPS
Every dollar of Gacha volume so far was bought with a pack.
WHAT IT COSTS
Volume falls back to baseline the moment spend stops.
NO REPEAT MECHANIC
No reason to return tomorrow.
WHAT IT COSTS
Every buyer has to be reacquired from zero, every time.
EVERY NEW COHORT STARTS FROM ZERO
There is no compounding base to build on.
WHAT IT COSTS
Growth requires new spend rather than an existing audience.
SPEND SCALES LINEARLY
Revenue does not.
WHAT IT COSTS
The program gets more expensive without getting more efficient.
WHY THIS COMPOUNDS
The objective of engagement two is to replace bought, one off volume with owned, recurring revenue that Jupiter can measure.
03 / THE OBJECTIVES
Four objectives, and how we move each one
Every campaign and every function in this program reports against one of these.
Attributed acquisition
TODAY
Community spend is unmeasured. Wallet sharing has already been tried and failed as a method.
THE TARGET
Every seeded pack traceable to a community, with a cost per converted buyer and an attributed volume figure per cohort.
HOW WE MOVE IT
Attribution built into the product through coded claim links and a wallet scan, so the buyer self identifies instead of an admin being asked to disclose.
Recurring revenue
TODAY
Purchase is a one off event with no repeat mechanic behind it.
THE TARGET
A capped base of active subscriptions producing predictable monthly revenue independent of campaign spend.
HOW WE MOVE IT
The Calendar, a 31 day subscription with daily pack drops, tiered pricing and capped supply.
Return frequency
TODAY
No reason to open the app between campaigns.
THE TARGET
Daily return visits across a full month, with subscribers renewing rather than lapsing at day 31.
HOW WE MOVE IT
Daily reveals, streak multipliers into the loyalty points system, and tier upgrades earned through volume rather than paid for.
Competitor conquest
TODAY
Acquisition runs through communities Jupiter already reaches.
THE TARGET
A measurable cohort of buyers arriving from competing gacha platforms.
HOW WE MOVE IT
An eligibility gate that requires prior gacha activity anywhere, and a share card that reads that history back to the user.
THE SHORT VERSION
Engagement one proved distribution moves packs. Engagement two makes that volume measurable and replaces one off campaign spend with recurring revenue Jupiter owns.
BASELINES CONFIRMED WITH JUPITER IN WEEK ONE, TARGETS SET AGAINST THEM
03 / AUDIENCE MAP
Three audiences, three motions
Same product, three entirely different content and distribution motions.
Proven converting communities
WHAT THEY WANT
Bigger allocations and better packs. They are the subset of the 35 to 40 already activated that showed real buying behaviour.
WHERE THEY ARE
The same alpha groups and trading communities already activated in engagement one.
WHAT WE SAY
You already bought in when we ran a raffle. Here is the direct path to a bigger allocation.
HOW WE REACH THEM
Coded claim links and direct community coordination.
WHAT THEY DRIVE
Attributed volume, and the cheapest cohort to scale.
Whale wallets
WHAT THEY WANT
Early access, private allocation and the $5,000 tier.
WHERE THEY ARE
Outside the community raffle structure entirely, reached individually.
WHAT WE SAY
Private allocation, before it opens to the wider community.
HOW WE REACH THEM
Direct outreach, not community raffles.
WHAT THEY DRIVE
The majority of volume.
Competitor gacha users
WHAT THEY WANT
Proof that switching is worth it.
WHERE THEY ARE
Other gacha platforms, with pull history and no Jupiter activity.
WHAT WE SAY
Your pull history counts here too. See what it unlocks.
HOW WE REACH THEM
The share card and the eligibility gate.
WHAT THEY DRIVE
Net new unique buyers.
HOW THIS TRANSLATES INTO THE PROGRAM
These are three separate motions. Whales do not convert through alpha group raffles, and competitor users do not arrive through communities Jupiter already owns.
04
SECTION FOUR
The campaigns
Eight campaigns across four phases, each one moving a named objective.
01
How the system works
02
The campaign roadmap
03
Campaign detail
04 / HOW THE SYSTEM WORKS
Two loops running at once
One captures a buyer who is currently spending elsewhere. The other is the system Jupiter owns.
LOOP 01 / ACQUISITION
The acquisition loop
User connects wallet
Card returns their pull history and tier
Tier unlocks Calendar eligibility
First purchase credits points
Card is shared into their community
New users scan
One loop converts a buyer who is currently spending on another platform.
LOOP 02 / RETENTION
The retention loop
User mints a Calendar
Opens a pack daily
Streak builds points multiplier
Tier upgrade earned through volume
Renewal at day 31
Cohort compounds
The other keeps them opening packs for 31 days without new spend.
WHY THIS COMPOUNDS
The first loop buys a measurable buyer once. The second earns the revenue from them for 31 days without new spend. Every campaign in this section feeds one or both.
04 / THE CAMPAIGN ROADMAP
Eight campaigns, four phases
Sequenced so each campaign has an audience waiting for it.
PHASE 01
2Prove
Attribution relaunch
OBJ 01
The Pull Record
OBJ 01, 04
PHASE 02
3Design
The Calendar
OBJ 02, 03
Tier ladder
OBJ 03
Calendar mint
OBJ 02
PHASE 03
2Launch
Proven cohort scale
OBJ 01
Whale desk
OBJ 02
PHASE 04
1Compound
Season results
OBJ 02
PHASE TIMING CONFIRMED AGAINST FINAL SCOPE AND TERM
04 / CAMPAIGN 01
Attribution relaunch
An internal relaunch that makes community spend measurable before anything scales.
WHAT IT IS
Today packs are handed to community admins, a raffle is run and winner lists come back, so the buying wallets are unknown. Wallet sharing has already been tried and refused for privacy reasons. This campaign replaces disclosure with self identification: coded claim links per community, the wallet identifies itself on redemption, cohort attribution becomes automatic. Internal, no public moment.
THE BEATS
TODAY
PACKS
Handed to community admins
RAFFLE
Run by the community itself
WINNER LIST
Returned to Jupiter after the fact
BUYING WALLET
Unknown
AFTER
CLAIM LINK
Coded per community
WALLET
Self identifies on redemption
COHORT ATTRIBUTION
Automatic
REPORTING
Cost per converted buyer, per cohort
THE MECHANIC IS THE SAME. THE WALLET IS NO LONGER INVISIBLE
OBJECTIVE
OBJ 01
THE TARGET
Every seeded pack traceable to a community, with a cost per converted buyer per cohort
MEASURED BY
Share of packs redeemed through coded links, cohorts with complete attribution
WHAT IT PRODUCES
An attribution layer that removes the need to ask any admin to disclose a wallet, and the baseline every later number is compared against.
PHASE 1 / PROVE
NO PUBLIC LAUNCH MOMENT
04 / CAMPAIGN 02
The Pull Record
The acquisition asset. A wallet scan that reads a user's gacha history across platforms and returns it as a shareable card.
WHAT IT IS
A landing page where a user connects a wallet and receives their pull record: total spent on gacha across indexable platforms, best pull, pull rate against the median, luck percentile, and their resulting Jupiter tier. Perp and DEX volume acts as a second qualifying path for traders with no gacha history, shown as a separate profile rather than blended into one score. The card unlocks Calendar eligibility and a points multiplier. Points credit on first Jupiter Gacha purchase, not on wallet connect, so trading history acts as its own sybil filter.
THE BEATS
JUPITER
CLAIM / CALENDAR / TIERS
What is your pull record?
Connect your wallet. We will read every pull.
TOTAL SPENT ON GACHA, ACROSS PLATFORMS
[VALUE]
TOP [X]% OF WALLETS SCANNEDBY PLATFORM
BEST PULL
[VALUE]
PULL RATE VS MEDIAN
[X]x median
LUCK PERCENTILE
[X]th percentile
YOUR TIER
[TIER NAME]
Unlocks [WHAT IT UNLOCKS]
ILLUSTRATIVE MOCKUP, VALUES NOT ACTUAL
OBJECTIVE
OBJ 01, OBJ 04
THE TARGET
A qualified acquisition list ranked by proven gacha spend, and cohort level attribution without asking any admin to disclose a wallet
MEASURED BY
Wallets scanned, scan to first purchase conversion, share rate, volume from converted wallets
WHAT IT PRODUCES
An attribution layer built into the product, and a conquest funnel aimed at buyers currently spending on competing platforms.
PHASE 1 / PROVE
VENUE COVERAGE LIMITED TO INDEXABLE ON-CHAIN COUNTERPARTIES. SCOPE CONFIRMED AT BUILD.
04 / CAMPAIGN 02, PRECEDENT
We have shipped this exact mechanic before
Three live examples of the same viral product pattern the Pull Record uses: read a public identity, return a scored card, make sharing the card the distribution.
Wallet reads its own onchain history back as a scored card. 936K views, 45K likes, 35K reposts.
Three step claim flow with a leaderboard behind it. 822K views on the launch post alone.
The output asset itself: personal number, rarity tier, one tap share. This is the Pull Record pattern.
04 / CAMPAIGN 03
The Calendar
The recurring revenue product, a capped monthly subscription with daily pack drops.
WHAT IT IS
A capped, one per qualified wallet monthly subscription. The buyer mints once and opens one pack a day for 31 days. Eligibility requires prior gacha activity on any platform, which makes the qualifier itself a conquest mechanic. Supply is capped to create scarcity and to bound Jupiter's reward exposure. The guaranteed value component is denominated in digital rewards and loyalty points where Jupiter controls the cost basis, not in cash equivalent card value. Reference anchors from the client call: 5,000 calendar cap, $100 entry point, one per qualified wallet.
THE BEATS
JUPITER
CALENDAR / TIERS
THE CALENDAR
One pack a day, for 31 days.
Capped at 5,000 calendars. $100 entry point. One per qualified wallet.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
CALENDAR CAP
5,000
ENTRY POINT
$100
LIMIT
One per qualified wallet
ELIGIBILITY
Prior gacha activity on any platform.
The guarantee is modelled as a floor, or as an expected value, not both.
ILLUSTRATIVE. MECHANICS CONFIRMED WITH JUPITER BEFORE ANNOUNCEMENT
OBJECTIVE
OBJ 02, OBJ 03
THE TARGET
A capped base of active subscriptions producing predictable monthly revenue independent of campaign spend
MEASURED BY
Calendars minted against cap, pre-registration to mint conversion, revenue per subscriber
WHAT IT PRODUCES
A recurring revenue line Jupiter owns, and a daily reason to open the app for 31 days.
PHASE 2 / DESIGN
GUARANTEE MODELLED AS A FLOOR OR AN EXPECTED VALUE, NOT BOTH
04 / CAMPAIGN 04
Tier ladder
Five tiers, upper tiers earned through volume rather than bought.
WHAT IT IS
Entry tier is purchased. Upper tiers unlock through volume and KPI thresholds rather than paid upgrade, so a subscriber who rips packs with their community moves up without additional spend. Engagement one showed the behaviour already exists: high volume wallets started on $50 packs, ran roughly five, then settled into $250 packs. The ladder moves buyers along that same path deliberately.
THE BEATS
THE TIERS
TIER 05 / APEX
UNLOCKED, NOT BOUGHT[CONFIRM WITH JUPITER] volume and KPI threshold
TIER 04 / ELITE
UNLOCKED, NOT BOUGHT[CONFIRM WITH JUPITER] volume and KPI threshold
TIER 03 / CORE
UNLOCKED, NOT BOUGHT[CONFIRM WITH JUPITER] volume and KPI threshold
TIER 02 / ACTIVE
UNLOCKED, NOT BOUGHT[CONFIRM WITH JUPITER] volume and KPI threshold
TIER 01 / ENTRY
PAIDPurchased
Entry tier is purchased. The upper four unlock through volume and KPI thresholds, not a paid upgrade. Observed laddering: $50 packs, roughly five, then $250 packs.
EXH_01 / APPLICATION PAGE
JUPITER
TIERS / PROGRAM
Climb the ladder.
Buy in. Play the volume and the KPIs. The tier unlocks itself.
WALLET
PACK HISTORY
COMMUNITY
HIGHER PACK ACCESS
EARLY ACCESS
DIRECT LINE TO THE TEAM
ILLUSTRATIVE. THRESHOLDS CONFIRMED AGAINST FINAL SCOPE
OBJECTIVE
OBJ 03
THE TARGET
Subscribers returning daily and renewing at day 31 rather than lapsing
MEASURED BY
Daily open rate, streak length distribution, tier progression rate, day 31 renewal rate
WHAT IT PRODUCES
A retention mechanic that raises spend per buyer without a discount, and a visible ladder that gives every tier a next step.
PHASE 2 / DESIGN
THRESHOLDS SET AGAINST CONFIRMED BASELINES
04 / CAMPAIGN 05
Calendar mint
The peak moment. Allocation opens, eligibility is checked, the first daily reveal runs.
WHAT IT IS
The mint page opens with a live allocation counter against the cap and an eligibility check that reads the Pull Record scan. The daily reveal interface goes live the same day, so the first pack opens on mint day and the 31 day cycle starts immediately.
THE BEATS
EXH_01 / MINT PAGE
CALENDAR MINT
[X] OF 5,000 CLAIMEDELIGIBILITY CHECK
Prior gacha activity on any platform, one per qualified wallet.
EXH_02 / DAILY REVEAL
DAY [X] OF 31
STREAK [X]TODAY'S PACK
STREAK
[X] days
POINTS MULTIPLIER
[X]x
ILLUSTRATIVE MOCKUP, VALUES NOT ACTUAL
OBJECTIVE
OBJ 02
THE TARGET
The capped allocation minted, with the first cohort entering the 31 day cycle on day one
MEASURED BY
Time to cap, eligible wallets converted, first day reveal participation
WHAT IT PRODUCES
The subscription base the retention loop runs on, and a public scarcity moment tied to a real cap.
PHASE 2 / DESIGN
CAP AND PRICING CONFIRMED WITH JUPITER BEFORE OPEN
04 / CAMPAIGN 06
Proven cohort scale
Cut the communities that did not convert, scale the ones that did.
WHAT IT IS
Engagement one activated 35 to 40 communities. Attribution now shows which of them produced buyers. This campaign cuts the rest and reallocates the same or lower budget into the converting cohort, moving denominations up toward $250 for whale adjacent groups, since seeding $25 packs into high volume communities is a misallocation.
THE BEATS
MONTH ON MONTH
METRIC
MONTH ONE
MONTH TWO TARGET
EXH_01 / COMMUNITY STANDINGS
COMMUNITY LEAGUE
MONTH TWOCOMMUNITY
VOLUME
POINTS
MEMBERS
Every partner community gets its own board.
MONTH ONE FIGURES ARE ACTUAL. MONTH TWO IS A TARGET, NOT A COMMITMENT
OBJECTIVE
OBJ 01
THE TARGET
Materially higher attributed volume on the same or lower spend than month one
MEASURED BY
Attributed volume per dollar, cost per converted buyer, repeat purchase rate by cohort
WHAT IT PRODUCES
A community roster that is ranked rather than assumed, and a distribution budget allocated on evidence.
PHASE 3 / LAUNCH
MONTH TWO TARGETS SET AGAINST CONFIRMED MONTH ONE BASELINE
04 / CAMPAIGN 07
Whale desk
A separate motion from community seeding, aimed at the wallets that carry the volume.
WHAT IT IS
High volume buyers do not convert through alpha group raffles. Wallet ranking comes from the Pull Record scan and from Jupiter's own gifted wallet data. The desk runs direct outreach, private allocation, early access to the $5,000 packs and the 2x loyalty point windows, and holds retention contact with the top subscribers.
THE BEATS
THE FUNNEL
RANKED WALLETS
[PLACEHOLDER]
CONTACTED
[PLACEHOLDER]
ALLOCATION ACCEPTED
[PLACEHOLDER]
PURCHASED
[PLACEHOLDER]
REPEAT
[PLACEHOLDER]
COST PER REPEAT BUYER
[PLACEHOLDER]
EXH_01 / OFFER PAGE
JUPITER
PRIVATE DESK
A private allocation, for wallets that have earned it.
Ranked on prior spend. Contacted directly. Nothing public.
PRIVATE ALLOCATION
Reserved before general release.
EARLY ACCESS
Early access to $5,000 packs.
LOYALTY WINDOW
2x loyalty point windows.
ILLUSTRATIVE. FUNNEL FIGURES CONFIRMED WITH JUPITER AT LAUNCH
OBJECTIVE
OBJ 02
THE TARGET
A named set of high volume wallets on private allocation, contributing the majority of volume
MEASURED BY
Wallets contacted, allocation take up, volume per ranked wallet, repeat purchase rate
WHAT IT PRODUCES
A direct channel to the buyers who move the volume, independent of community distribution.
PHASE 3 / LAUNCH
WALLET RANKING SHARED WITH JUPITER, NO THIRD PARTY DISCLOSURE
04 / CAMPAIGN 08
Season results
Publish what the subscription cycle produced, which is what makes the next cycle sell.
WHAT IT IS
The cycle closes publicly. Subscription and volume outcomes published, attribution reported per cohort, top subscriber and best pull cards released, and the next cycle opened off the back of the results. Volume accrues over time, so the 30 day spend is measured against a longer attribution window agreed with Jupiter before the report is issued.
THE BEATS
EXH_01 / RESULTS
CALENDARS MINTED
[TBC]
RENEWAL RATE
[TBC]
ATTRIBUTED VOLUME
[TBC]
COST PER CONVERTED BUYER
[TBC]
EXH_02 / WINNER CARD
SEASON RESULTS
TOP SUBSCRIBER / BEST PULL
[HANDLE]
JUPITER
CALENDARS HELD
[TBC]
BEST PULL
[TBC]
TIER
[TBC]
EVERY TOP SUBSCRIBER RECEIVES A CARD BUILT TO BE POSTED
OBJECTIVE
OBJ 02
THE TARGET
A published, defensible result for the first subscription cycle
MEASURED BY
Renewal rate, attributed volume against spend, repeat purchase rate, next cycle pre-registrations
WHAT IT PRODUCES
The proof that makes the next cycle easier to sell, and a set of subscriber assets that market it.
PHASE 4 / COMPOUND
ATTRIBUTION WINDOW AGREED BEFORE THE REPORT IS ISSUED
05
SECTION FIVE
Scope of work
Every workstream in the program, its scope, how it runs and what it produces.
01
Scope overview
02
Scope detail
05 / SCOPE OVERVIEW
Eight functions, one team
Every function runs continuously. The campaigns are what they produce.
Surgence designs the mechanic, the economics and the distribution. Jupiter's team builds it. No engineering sits inside this retainer.
Strategy and mechanic design
The mechanic every other function runs from, specified once and held as the reference for the term.
Reward economics and EV modelling
This is the most important slide in the section.
Attribution and reporting
Coded link issuance, cohort tracking and a weekly dashboard, agreed before any report is issued.
Community and FNF distribution
The proven converting cohort scaled behind continuous new community sourcing.
Whale identification and outreach
Direct outreach to ranked wallets, run separately from community seeding.
Product and creative design
The Pull Record and the Calendar, specified by Surgence and built by Jupiter.
Social and announcement support
Launch amplification and drop announcements timed to the mint and reveal calendar.
Creative and content production
The visual system for the Calendar and Pull Record, agreed once and reused throughout.
WHY THIS COMPOUNDS
The mechanic sets the terms, the economics keep it solvent, distribution and outreach fill it, and reporting proves what it produced. Product, social and creative keep it running between drops.
05 / SCOPE 01
Strategy and mechanic design
Fix how the subscription and card mechanic work, then hold that spec as the reference every other function is checked against.
WHAT WE DELIVER
HOW IT RUNS
CORE MECHANIC
A 5,000 calendar cap subscription, priced and gated once, then run without change.
Entry tier
$100 entry point, one per qualified wallet
Mid tier
Ladders on denomination and pull frequency
Top tier
$5,000 top packs, 2x loyalty point windows
Eligibility
Gated on wallet qualification, one active subscription
SUPPLY AND SCARCITY
5,000 calendar cap, one qualified wallet per entry, supply and pull odds fixed before launch and not adjusted mid cycle.
SPECIFIED IN WEEK ONE, HELD AS THE REFERENCE FOR THE TERM
Delivered in the first two weeks, then held as the reference every other function is checked against.
05 / SCOPE 02
Reward economics and EV modelling
Model the pack economics before any public communication, so the guarantee and the margin are both known in advance.
WHAT WE DELIVER
HOW IT RUNS
01
COST BASIS
Digital rewards and loyalty points priced
[CONFIRM]
02
FLOOR OR EV
Guaranteed floor, not blended with EV
[CONFIRM]
03
CAP SIZING
Supply capped against reward exposure
[CONFIRM]
04
TIER ECONOMICS
Threshold set per subscription tier
[CONFIRM]
05
MARGIN
Break even modelled per tier
[CONFIRM]
MODEL OUTPUTS, PLACEHOLDER FIGURES
COST BASIS PER PACK
[$CONFIRM]
FLOOR VALUE
[$CONFIRM]
MARGIN PER TIER
[CONFIRM%]
MODELLED BEFORE ANY PUBLIC COMMUNICATION, ALL FIGURES BRACKETED PENDING JUPITER DATA
The guarantee is modelled as either a floor or an expected value, not both, because that choice changes the risk profile and the regulatory read.
05 / SCOPE 03
Attribution and reporting
Track every cohort back to a coded link and report against it weekly, so visibility is never assumed.
WHAT WE DELIVER
HOW IT RUNS
WEEKLY DASHBOARD
ATTRIBUTED VIA CODED LINKSCOHORT
SPEND
PACKS
WALLETS SEEDED
01
Tier 01 cohort
[$CONFIRM]
[CONFIRM]
[CONFIRM]
02
Tier 02 cohort
[$CONFIRM]
[CONFIRM]
[CONFIRM]
03
Tier 03 cohort
[$CONFIRM]
[CONFIRM]
[CONFIRM]
04
Whale outreach
[$CONFIRM]
[CONFIRM]
[CONFIRM]
ATTRIBUTED VOLUME
[CONFIRM]
COST PER CONVERTED BUYER
[$CONFIRM]
REPORTING CADENCE
WEEKLY
JUPITER WENT A FULL MONTH WITHOUT VISIBILITY ON MONTH ONE. THIS CADENCE IS NAMED, NOT ASSUMED
Jupiter went a full month without visibility on month one. Reporting cadence is a named deliverable in this engagement, not an assumption.
05 / SCOPE 04
Community and FNF distribution
Scale the proven converting cohort from engagement one, with continuous new sourcing running behind it.
WHAT WE DELIVER
HOW IT RUNS
TIER 01
PROVEN CONVERTING COHORT
Communities carried over from engagement one
Highest attributed volume per dollar
TIER 02
FNF AND TRADING GROUP NETWORK
Wider network of FNF communities and trading groups
Activated per denomination and cohort
TIER 03
NEW COMMUNITY SOURCING
Continuous sourcing of new communities
Ranked monthly, cut if it does not convert
THE CONVERTING COHORT SCALES FROM MONTH TWO, NEW SOURCING RUNS BEHIND IT
The converting cohort scales from month two, new sourcing runs continuously behind it.
05 / SCOPE 05
Whale identification and outreach
Rank wallets from the Pull Record and Jupiter's gifted wallet data, then run direct outreach as its own motion.
WHAT WE DELIVER
HOW IT RUNS
WALLET RANKING
Wallets ranked from the Pull Record scan and Jupiter's gifted wallet data, shared with Jupiter and never with third parties.
THE FUNNEL
RANKED WALLETS
[CONFIRM]
DIRECT OUTREACH SENT
[CONFIRM]
PRIVATE ALLOCATION ACCEPTED
[CONFIRM]
RETAINED SUBSCRIBERS
[CONFIRM]
DIRECT OUTREACH, RUN SEPARATELY FROM COMMUNITY SEEDING
Runs as a separate motion from community seeding, from month one.
05 / SCOPE 06
Product and creative design
Design and specify the acquisition and revenue products, then hand the spec to Jupiter to build.
WHAT WE DELIVER
HOW IT RUNS
EXH_01 / THE PULL RECORD
@WALLET
TOTAL PULLS
[CONFIRM]
BEST PULL
[CONFIRM]
PERCENTILE
[CONFIRM]
PULL HISTORY
RARITY
TOP TIERSHARE YOUR RECORD
Seeded on named wallets first
EXH_02 / THE CALENDAR
CALENDAR CAP
5,000
ENTRY POINT
$100
DAILY REVEAL
DAY 01
DAY 02
DAY 03
DAY 04
One qualified wallet, one entry. Top packs at $5,000, loyalty windows at 2x.
OPEN TODAY'S CALENDAR
Pull Record specified in month one, Calendar in month two.
05 / SCOPE 07
Social and announcement support
Time announcements to the mint and reveal calendar, coordinated with the distribution function.
WHAT WE DELIVER
HOW IT RUNS
LAUNCH AMPLIFICATION
HOW IT RUNS
Timed to the mint calendar
DROP ANNOUNCEMENTS
HOW IT RUNS
Aligned to the reveal calendar
WHALE PACK PUSHES
HOW IT RUNS
Coordinated with outreach
COMMUNITY COORDINATION
HOW IT RUNS
Handled with the distribution function
NO ALWAYS-ON DAILY PUBLISHING INSIDE THIS RETAINER
Live from week two, then runs against the campaign calendar.
05 / SCOPE 08
Creative and content production
Build the visual system once, then produce against the campaign calendar for the rest of the term.
WHAT WE DELIVER
HOW IT RUNS
TEMPLATE SYSTEM
ASSET
TEMPLATE
REUSE
Calendar reveal
Daily motion template
Static and video variant
Pull Record
Share card template
Auto-populated per wallet
Results and standings
Weekly results asset
Published on a fixed day
Campaign landing pages
Design and copy template
Reused per campaign
System in the first two weeks, production continuous after that.
06
SECTION SIX
Delivery, measurement and commercials
What runs in each phase, how it is measured, and what it costs.
01
The phase plan
02
Measurement and reporting
03
Commercials
06 / THE PLAN
Everything runs from day one
The full scope is live from the start. Later phases are about scale and sequencing, not switch-ons.
PHASE 01
Prove
WHAT RUNS
01 Attribution relaunch
02 The Pull Record
WHAT EXISTS BY THE END
Attribution live and a ranked acquisition list.
PHASE 02
Design
WHAT RUNS
03 The Calendar
04 Tier ladder
05 Calendar mint
WHAT EXISTS BY THE END
A capped subscription base in the 31 day cycle.
PHASE 03
Launch
WHAT RUNS
06 Proven cohort scale
07 Whale desk
WHAT EXISTS BY THE END
Budget allocated on evidence and a direct whale channel.
PHASE 04
Compound
WHAT RUNS
08 Season results
WHAT EXISTS BY THE END
A published cycle result and the next cycle pre-registered.
WHY THE RETAINER IS FLAT
Nothing is held back for later phases. The same team runs the same full scope throughout. Phases describe what is being launched, not what is being unlocked.
PHASE TIMING CONFIRMED AGAINST FINAL TERM
06 / MEASUREMENT
What gets reported, and how often
Every function and every campaign reports against one of the four objectives set in week one.
Attributed acquisition
OBJECTIVE OBJ 01
WHAT WE REPORT
Attributed volume per cohort
Cost per converted buyer
Calendars minted against cap
Recurring revenue
OBJECTIVE OBJ 02
WHAT WE REPORT
Revenue per subscriber
Daily open rate
Return frequency
OBJECTIVE OBJ 03
WHAT WE REPORT
Streak length
Day 31 renewal rate
Competitor conquest
OBJECTIVE OBJ 04
WHAT WE REPORT
Buyers with prior gacha activity elsewhere
Share rate
WEEKLY
Dashboard update and a short written read on what moved, and what we are changing because of it.
MONTHLY
Full performance review against the four objectives, with the plan for the month ahead.
BASELINE
Baselines are confirmed with Jupiter in week one, before anything launches, and the attribution window is agreed before any report is issued.
06 / COMMERCIALS
One program, everything included
No tiers, no held-back scope. The full team across every function from week one.
[TBD]
PER MONTH, [TBD] MONTH TERM
Strategy and mechanic design
Reward economics and EV modelling
Attribution and reporting
Community and FNF distribution
Whale identification and outreach
Product and creative design
Social and announcement support
Creative and content production
REPORTING
Weekly dashboards and a written read on what moved. Monthly performance review against the four objectives set in week one.
MEDIA AND CREATOR SPEND
Paid media, creator fees and press distribution sit outside the retainer and are passed through at cost, no markup. Recommended monthly range: [TBD]
TERM AND NOTICE
[TBD] month term, [TBD] notice period.
NOT INCLUDED
Engineering and platform build, pack and reward pool capital, third party tooling licences.
APPENDIX
Detail, evidence and ways of working
01
Governance and ways of working
02
Case study deep dives
03
Design and creative examples
04
Creator and partner network
02
APPENDIX
Case study deep dives
Selected work across Surgence and the partner network.
01
Surgence Labs: ORBT and Bybit
02
Surgence Labs: ETHGas and ADI Predictstreet
03
Surgence Labs: Falcon Finance and Jupiter
04
Koto: GRVT and Trade.Everything
05
0xMedia: Paradex and Everything
06
0xMedia: GRVT and Rootstock
APPENDIX 02 / CASE STUDIES A.1
Surgence Labs: ORBT and Bybit
Selected engagements in full: what we were hired to do, what we built, and what it produced.
ORBT
Unified liquidity layer / DeFi
THE ENGAGEMENT
Launch of a unified liquidity layer for DeFi, taken from positioning through to depositor acquisition. The centrepiece was DeFi Score, an onchain scorecard that established a wallet's baseline ahead of protocol launch and determined how that wallet was recognised when access opened.
WHAT WE DID
THE OUTCOMES
330,000
WALLETS CAPTURED
200,000
COMMUNITY GROWTH
$100M+
SECURED IN PRIVATE ROUNDS
$20M+
TVL ATTRIBUTED TO MARKETING
935K
VIEWS ON DEFI SCORE LAUNCH POST
45.2K
LIKES ON LAUNCH POST
Bybit
Centralised exchange / creator campaign
THE ENGAGEMENT
A creator campaign onboarding Web2 audiences into Bybit through scaled UGC and influencer activation, run under the #IMakeItPossible banner.
WHAT WE DID
THE OUTCOMES
100+
WEB2 UGC CREATORS
10M+
CAMPAIGN IMPRESSIONS
200%
UPTICK IN FUNDED ACCOUNTS THAT WEEK
APPENDIX 02 / CASE STUDIES A.2
Surgence Labs: ETHGas and ADI Predictstreet
Selected engagements in full: what we were hired to do, what we built, and what it produced.
ETHGas
Ethereum gas market / protocol
THE ENGAGEMENT
Protocol and Telegram-led marketing to capture user liquidity and drive token demand, running from positioning through to tier one exchange listings.
WHAT WE DID
THE OUTCOMES
$1B
COMMUNITY GAS SPEND CAPTURED
$2B+
ALL-TIME HIGH FDV
300,000
COMMUNITY GROWTH
BINANCE, BYBIT
TIER 1 EXCHANGE LISTINGS
4.6M
VIEWS ON OPEN GAS INITIATIVE POST
2.6K
LIKES ON THAT POST
ADI Predictstreet
Prediction market / trading product
THE ENGAGEMENT
Go-to-market launch campaign for the official prediction market partner of the FIFA World Cup 2026, covering positioning, points and airdrop mechanics, and user acquisition through to live trading volume.
WHAT WE DID
THE OUTCOMES
100,000+
USERS
20M+
CAMPAIGN IMPRESSIONS
TOP 5
PREDICTION MARKET BY WEEKLY VOLUME
APPENDIX 02 / CASE STUDIES A.3
Surgence Labs: Falcon Finance and Jupiter
Selected engagements in full: what we were hired to do, what we built, and what it produced.
Falcon Finance
Universal collateral layer / RWA synthetic dollar
THE ENGAGEMENT
Go-to-market for a universal collateral layer and RWA-backed synthetic dollar, covering token sale, community scale and dual-market exchange listings including a full Korean market entry.
WHAT WE DID
THE OUTCOMES
$110M+
TOKEN SALE DEPOSITS
200,000+
COMMUNITY SCALED
BINANCE
TIER 1 EXCHANGE LISTING
UPBIT
KOREAN LISTING AND GTM
Jupiter
Solana DEX / product launch
THE ENGAGEMENT
Go-to-market and launch campaign for Jupiter Gacha, taken from announcement through to a number one category position inside the first week.
WHAT WE DID
THE OUTCOMES
$30M
SALES IN WEEK ONE
10M+
CAMPAIGN IMPRESSIONS
NO. 1
GACHA PLATFORM BY WEEKLY VOLUME
APPENDIX 02 / CASE STUDIES A.4
Koto: GRVT and Trade.Everything
Selected engagements in full: what we were hired to do, what we built, and what it produced.
GRVT
Hybrid self-custody derivatives exchange
THE ENGAGEMENT
A 24 week performance record on GRVT, taking a referral programme from zero to $1.63B in referred trading volume and $170K in exchange net profit. Delivery was measured on volume routed, not on impressions.
WHAT WE DID
THE OUTCOMES
$1.63B
REFERRED VOLUME, 24 WEEKS
$170,415
EXCHANGE NET PROFIT
$213,895
LIFETIME TRADING FEES
$197M
PEAK WEEK, 1 JUNE 2026
424x
VOLUME SCALE, EARLY TO MATURE
246
ACCOUNTS ONBOARDED
Figures sourced from the GRVT referral dashboard, Dec 2025 to Jun 2026. Exclusively attributed referral activity, no blended or estimated traffic.
Trade.Everything
Exchange / KOL programme
THE ENGAGEMENT
A cohort of six Vietnamese KOLs run inside a 64-KOL programme spanning six agencies. In May 2026 the cohort ranked second across all agencies by volume delivered, from the smallest roster in the programme.
WHAT WE DID
THE OUTCOMES
$1.09B
COMBINED VOLUME, MAY 2026
$1.01B
REFERRAL VOLUME
$182M
VOLUME PER KOL
$9.3M
VOLUME PER KOL, NEXT AGENCY
19.6x
EFFICIENCY PREMIUM
2ND OF 6
AGENCIES BY VOLUME DELIVERED
Figures sourced from the Trade.Everything May 2026 KOL tracker. Competing agency names redacted.
APPENDIX 02 / CASE STUDIES A.5
0xMedia: Paradex and Everything
Selected engagements in full: what we were hired to do, what we built, and what it produced.
Paradex
Perpetuals DEX / derivatives
THE ENGAGEMENT
An affiliate and referral programme targeting active derivatives traders across the Chinese-speaking market, routing real volume from real traders into the platform through coded referrals and KOL-led distribution.
WHAT WE DID
THE OUTCOMES
$98.86M
TRADING VOLUME, 30 DAYS
1,902
ACTIVE REFEREES
$25,987
TRADING FEES, 30 DAYS
139.17%
EFFECTIVE TRADING COMMISSION
$17.75M
TRACKED REFERRAL VOLUME
25
CODED REFERRAL WALLETS
Paradex Rewards dashboard, 22 Aug to 20 Sep 2025.
Everything
Exchange / token launch
THE ENGAGEMENT
Distribution and referral campaign across the Chinese-speaking market around the $E token presale and on-chain trading, spanning closed groups, KOLs and community, into both the presale and the perpetual contract products.
WHAT WE DID
THE OUTCOMES
$1.97B
PERPS REFERRAL VOLUME, MONTH ONE
670
TOTAL REFERRALS
20%
OF PLATFORM LIFETIME VOLUME
33x
FUNDRAISE ON THE $E PRESALE
14.6B
REFERRAL POINTS
$2M+
USDT REWARDS GENERATED
Everything referral dashboard. Direct: 9 active of 27 invited. Indirect: 78 active of 643 invited.
APPENDIX 02 / CASE STUDIES A.6
0xMedia: GRVT and Rootstock
Selected engagements in full: what we were hired to do, what we built, and what it produced.
GRVT
Perpetuals / derivatives exchange
THE ENGAGEMENT
A performance-driven mandate to drive trading volume at scale across the Chinese-speaking market, structured around a $700M monthly trading volume target with delivery tied to performance milestones.
WHAT WE DID
THE OUTCOMES
$700M
MONTHLY VOLUME TARGET
MILESTONE
PERFORMANCE-LINKED DELIVERY
APAC
GREATER CHINA TARGET MARKET
Engagement mandate as scoped. Delivered volume reported separately.
Rootstock
Bitcoin sidechain / DeFi layer
THE ENGAGEMENT
Media, community and KOL partnership to grow awareness and on-chain activity across the Chinese-speaking market, bringing a Bitcoin-native DeFi narrative to audiences in SG, CN, TW and HK.
WHAT WE DID
THE OUTCOMES
$275M
PEAK DEFI TVL, 2025
$50.54M
BRIDGED TVL
$91.2M
DEFI TVL AT SNAPSHOT
$12.1M
STABLECOIN MARKET CAP
$342K
DEX VOLUME, 24H
$83K
INFLOWS, 24H
Metrics via DefiLlama, snapshot as shown.
APPENDIX 03 / PULL RECORD MECHANIC DETAIL
Pull Record mechanic detail
ILLUSTRATIVE. THRESHOLDS AND COVERAGE CONFIRMED AT BUILD.
VENUE COVERAGE
Coverage is limited to indexable on-chain counterparties. The final scope of venues covered is confirmed at build.
THE TWO QUALIFYING PATHS
Gacha pull history on any platform.
Perp and DEX volume, shown as a separate profile, never blended into one score.
POINTS CREDIT RULE
Points credit on first Jupiter Gacha purchase, not on wallet connect, so trading history acts as its own sybil filter.
ILLUSTRATIVE TIER THRESHOLDS
Tier 1
[CONFIRM WITH JUPITER]
Tier 2
[CONFIRM WITH JUPITER]
Tier 3
[CONFIRM WITH JUPITER]
Tier 4
[CONFIRM WITH JUPITER]
Tier 5
[CONFIRM WITH JUPITER]