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Merculet

Merculet is a decentralized platform that aims to save the lost attention of customers in digital fields and pay them for the quality attention. Merculet aims to help entrepreneurs attract the attention of users as traffic, and to help the dominant enterprises develop their business by creating an ecosystem with positive feedback.

Rating: 3.2

Official contacts
Location: N/A
Web-resources:   Whitepaper Website
Social networks: N/A
Product source tracking: https://github.com/Merculet
Details Description Risks Full analysis Team

Detailed review

Stage of product development
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.
Returns since ICO
USD
0.02x
ETH
0.22x
BTC
0.07x
Market & returns
CS token price
Market Cap
USD
0.00026906 -0.12%
$ 918386.00
ETH
0.00000312
24h Volume
BTC
0.00000008
$ 78450.16


Token description
Pre-ICO date
05.04.2018 -
ICO date
25.04.2018 - 30.04.2018
Token price
Pre-Sale: 1 ETH = 105 000 MVP - (20% Bonus)
Publis Sale: 1 ETH = 87 500 MVP
Platform
Ethereum
Hard cap
15700000
Soft cap
4300000
Capitalization of token pool
52000000
Blockchain
Ethereum ERC-20
Token distribution date
11.06.2018
Consensus method
Proof-of-Work
Escrow
N/A
ICO currencies
ETH
Bounty camping
https://bitcointalk.org/index.php?topic=3169855.0
Markets
N/A
Token functions
MVP is a stake token. Every company that owns MVP tokens can issue its own User Attention Token (UAT) to make any promotions in the system and pay users these tokens. The users pay MVP tokens as membership fees of the system and earn UAT. UAT can be exchanged for MVP and then converted into fiat currencies.
Tokens distribution
Token Sale (30.0%)
Team & Advisors (20.0%)
Marketing (15.0%)
Foundation (35.0%)
Risks
MARKET

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.

PRODUCT

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.

BUSINESS MODEL

The model description is very sketchy and the value added is not clear. It is not clear how the project will earn.

FINANCES

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.

TEAM

The whole size of the team is not clear.

Full analysis
Market

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.

Product

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.

Business model

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.

Finances

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.

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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