There are several digital advertising decentralized platforms that are in some way similar to Merculet: Basic Attention Token - BAT (195M USD), AdToken (17M USD), Adbank (4.3M USD). The market of digital advertising has moderate growth rates at around 7% per year.
The stage of product development for now is not clear. Beta version only planned for Q2 2018. MVP is not ready yet. Despite the fact that the team describes and aims to develop several technical layers on the platform, there is no technical description of the tools.
The model description is very sketchy and the value added is not clear. It is not clear how the project will earn.
Post-money valuation of Merculet (if ETH is 430USD) will be around 52M USD, which is a huge number for a project without MVP. There is no information about vesting scheme for the 20% tokens reserved for the team.
The whole size of the team is not clear.
Merculet aims to create a platform in digital advertising. The global digital advertising market is estimated around 270B USD and grows by ~7 percent annually, according to Statista. Merculet does not have direct competitors. There are several digital advertising decentralized platforms that are in some way similar to Merculet: Basic Attention Token - BAT (195M USD), AdToken (17M USD), Adbank (4.3M USD). BAT is more similar to Merculet than others - BAT also pays its users for the attention of a good quality. That is why the growth of Merculet might be at a slower pace.
The product development started in 2017 and it is not clear if MVP is now ready. It is anticipated to launch Beta version of the platform by Q2 2018. There are three core components of the product: 1) The UAV (User Attention Value) evaluation system, which will scientifically measure the value of the user's attention. 2) UATs (User Attention Tokens), which is the designated tokens for each entrepreneur. The UAT will be anchoring the basic MVP, enabling the value exchange between entrepreneurs. 3) Open Content Platform will be built based on consensus and driven by tokens, becoming the sources of user attention, and encouraging all the users in the ecosystem to promote the global content ecosystem as participants.
Each company in the Merculet ecosystem will be able to release its own token - UAT, which it will pay with users. UAT will have a certain cost, users and companies will be able to exchange them through the base Merculet token - MVP. UAT tokens will be paid for quality attention, such as likes, reposts, shares, etc. The content owners will receive feedback for their content improvement in return.
The minimum investment during pre-sale is 150ETH, maximum - 1000ETH. The minimum investment during public sale is 0.1 ETH, maximum - 0.5ETH. There is a vesting scheme for presale, which is a 5 month period (20% of tokens released per month, starting from token release-date). Post-money valuation of Merculet (if ETH is 430USD) will be around 52M USD, which is a huge number for a project without MVP. There is no information about vesting scheme for the 20% tokens reserved for the team.
The core team of the project consists of 10 people with technical background and previous experience at HP, Philips, Dell, and others. Most of the key competencies are covered by the team members. Most of the team members previously worked at MagicWindow. The project has good partnerships such as Elex, Solo Ads. The project also has connections with Krypital Group, which previous projects include ArcBlock ($49M USD) and CyberMiles ($46M USD). Most of the project advisors are from funds - DanHua Capital , BitShares & Fenbushi Capital, Roots Capital, Super Hash Capital. According to the company's LinkedIn page, there are 13 members in the team. Most of the team members located in Shanghai, China.
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