Cardano Budget Proposal by Serviceplan Group, Europe's largest independent agency. Building an enterprise demand engine: The Blockchain for Serious Business.
Munich
Joined April 2026
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Serviceplan Group for Cardano retweeted
Adoption. Adoption. Adoption.
We all know Cardano needs more adoption — but what does our plan actually look like?
- Building safer, faster, better technology? Essential.
- Making life easier for developers? Absolutely.
- DeFi, interoperability? No argument there.
But technology alone is not a plan. Who are we building for? What unites us while preserving decentralization? How are we adapting to market shifts and emerging opportunities?
As @phillip_pon recently put it:
"Institutional/enterprise is the future of web3. Retail, historically the leader, is now a follower. Institutional adoption is everyone — the large banks, asset managers, insurers. If we don't have native integrations, they simply will not build on Cardano."
I fully agree. Through institutional adoption, we can bring the real benefits of blockchain and decentralisation to the masses. Stablecoins and cross-border payments are the obvious starting point. The next wave will likely come through seamless UX/UI — onboarding people who don't even realise they're using blockchain. My conviction: within 5–10 years, blockchain will be invisible infrastructure that delivers value to every person on the planet, whether they know it or not.
Think about the internet. We needed the infrastructure first — connectivity, speed, better hardware. That was the baseline. But then came the applications, and with them, an entirely different mindset: user-first, enterprise-focused, industry-disrupting. Blockchain is at that same inflection point.
The Product Committee did a great work in 2025 establishing a vision, mission, and north star KPIs — a strong foundation for direction.
Through collaboration with the GMC and Product Committees, we identified two areas where the ecosystem can meaningfully improve:
1. A Vertical Strategy Rather than spreading efforts thin, we need focused investment in areas where Cardano has a genuine strategic advantage — Bitcoin DeFi and government solutions are prime examples.
Each vertical should have:
- A disruptive solution addressing a massive, real-world problem
- Dedicated tech infrastructure and tooling (across multiple Cardano teams)
- A clear go-to-market strategy
- World-class partners ready to scale
- KPIs aligned with the Cardano 2030 roadmap
- Multiple dApps delivering solutions across vertical use cases
*Both the Orion Fund and Service Plan have independently identified vertical focus as critical to their success.
2. Lead Generation & Enterprise Onboarding A coordinated lead generation layer would allow the ecosystem to:
- Proactively reach the most relevant companies
- Manage incoming leads more efficiently
- Connect prospects with the right Cardano builders
- Support enterprises through onboarding (where BD teams invest the most time)
- Deploy a dedicated business task force — Pentad-style — to close deals
This treasury cycle will likely fund mostly technical proposals. They are all important — but technology alone will not drive adoption.
DReps are working incredibly hard under real pressure, and a budget framework (allocating across tech, business, and admin) would have helped guide decisions. We don't have that this time.
So to the ecosystem and to our DReps: please give serious attention to business and adoption-focused proposals. Engage with them, ask questions, push back where needed. Non-technical proposals may seem easier to critique (especially for non developers) — but remember, supporting adoption is not a soft goal. It is a strategic necessity. Funding technology alone increases risk; it doesn't reduce it.
I am deeply optimistic that Cardano will become a leader in meaningful, large-scale adoption. It depends on us — this extraordinary community, built on an incredible technical foundation. It is time to take it to the next level.
Thank you.
P.S. Sorry for the long post — I have plenty more to say about it 🙂
Serviceplan Group for Cardano retweeted
The entire design philosophy of Cardano and our execution layer of prioritizing security above all else and making the sacrifices to do so, has struggled in the market for the past five years because the blue chip DeFi protocols on other chains were largely considered untouchable, secure, and reliable with years of proven history.
So we had to argue abstractly that dApps here are more secure, which doesn’t land well when someone can point to AAVE and see that in its many years of operations, has never been subject to an exploit, or to Uniswap where the same is true.
With the advent of advanced AI all of that has changed, the cracks are finally showing, bluechip DeFi apps with impeccable historic records are being exploited left and right for millions and millions month after month. Trust is shaking, LPs are leaving left and right.
It is critical that we take advantage of this narrative and we market this now. We need to strike while the iron is hot, and recent events form a perfect storm for heavily marketing Cardano DeFi and attracting external LPs.
Serviceplan Group for Cardano retweeted
I am a massive fan of Cardano for a long time now. The technology and engineering pulled me in - now we are building with Masumi on Cardano for almost 1,5 years ourselves. And we constantly deliver what we promise and build AI products used by hundreds of real-world companies already.
I talked over the years to many of our clients about „Why Cardano“ and explained why this blockchain is the only serious option for enterprise use-cases.
When I explain Cardano in my own words, people get excited, ask good questions, see the benefits and are genuinely surprised that they either have never heard of Cardano or had a completely different and mostly false idea of it.
And that needs to change. And you can change this through good communication and by breaking out of the crypto bubble on X.
You need to get Cardano positioned in front of business leaders and shape a perception and narrative about Cardano which not just resonates with them, but enforces our strengths as an ecosystem.
The timing is perfect for this. Never has there been more anxiety across business leaders about digital sovereignty, security, traceability of all things digital & AI. They are all ears to understand what blockchain has to offer.
I would like to encourage you to read the linked PDF below: it shows you our thinking - which is btw already the result of engaging with not just all three founding entities, but also with the GMC, the community and many well known individuals from the community.
I think you can tell we not just did our homework, but we have already put in an considerable upfront investment. We have skin in the game on many different levels. Not just by the pure time invested into this proposal, but even more so by being committed to build on Cardano, to recommend Cardano and bring our clients with us.
We are absolute amazed by the attention this proposal has been getting over the last 24+ hours and I can tell you we read and consider every feedback and comment.
So thanks for reviewing our proposal 🙏 I know it’s a lot to go through. But also absolutely worth it to take a deeper look.
drive.google.com/file/d/1Mrq…
Serviceplan Group for Cardano retweeted
Really proud of what Serviceplan is putting forward in this proposal!
I hope it will find the support of many. I strongly believe that communication is key for Cardano and that Cardano has so many strong foundations, that its the only blockchain who can claim to be "the blockchain for serious business"
That's the reason why we decided to invest in Cardano. And that is why many other companies should invest in Cardano too.
Let's spread the word! For this porposal. And for Cardano.
Good Morning Cardano
Serviceplan Group, the marketing agency who also works for companies like BMW, Netflix, Amazon, etc. has just submitted an official Marketing proposal for the Intersect Budget process.
After 1.5 years of building Masumi & becoming closer & closer to Cardano, they've decided that they want to become Cardanos official Marketing partner.
Some disclaimers first:
1) I am an unpaid advisor to this proposal. Yes, unpaid.
I do not get any money if it wins but I've decided to give some of my time & help Serviceplan with connections into the ecosystem because I believe that professional marketing like this is very much needed in Cardano.
2) This is a joint proposal coming from multiple different agencies from inside the Serviceplan Group. Serviceplan has around 6000+ employees.
The team working on this is a different team than the one working on Masumi.
3) This proposal is not a grant or some speculative investment or so. It's an actual proposal for very specific work package that will be carried out. It's the first time SP has ever done "public pitch" like this, normally they're used to pitching in front of marketing departments of large enterprises. 6 months of work went into drafting this proposal. So please be nice, even when you have criticism. :)
4) Serviceplan is the only entity that I know of from outside of Cardano that has invested a Multi-Million dollar amount into Cardano development in recent years. I'm not sure I'm allowed to say the exact number but let's just say this: If they win this proposal + the Catalyst proposals they've received for Masumi, it will still be less than what they've invested into Cardano so far.
That alone should be reason to take a very serious look at this.
Now about the proposal itself:
The goal of this proposal is to broadly "reposition" Cardano as the Blockchain for serious business.
It's specially built so it captures Leads & distributes them into the ecosystem.
The main pillars that the proposal focuses on are 1) DeFi and 2) Supply Chain.
Now I highly recommend everyone for read through the full proposal, I will put the link to the PDF into the comments.