Understand Insights into Successful Market Entry Approaches

Table of Contents
In the landscape of business, companies perpetually grapple with the "cold start problem." The quest to attract customers, generate network effects, and establish market presence poses a perpetual challenge. Traditionally, in the era of Web2, sales and marketing strategies dominated, where the centralized approach reigned supreme. However, the emergence of Web3 has ushered in a transformative wave, fostering a shift towards decentralized technologies and token-driven organizational structures. This transition has revolutionized the very fabric of go-to-market (GTM) strategies, introducing new mindsets, tactics, and metrics.

I. The Shift in Market Entry Approaches

Web2 Strategies: Sales and Marketing Focus
The Web2 epoch, characterized by the rise of colossal centralized platforms like Amazon, eBay, and Facebook, thrived on a traditional business approach. The emphasis lay in funneling significant investments into sales and marketing strategies. These efforts primarily targeted acquiring customers through aggressive lead generation and retention tactics. The central tenet was to wield control over the product or service, utilizing consumers' data and user-generated content to fortify the platform itself. In this domain, the value predominantly accrued to the platform, often leaving the users at the periphery of the ecosystem.
Web3 Introduction and Token-based Strategies
Contrastingly, the Web3 revolution ushers in a paradigm shift in organizational structures and market entry approaches. Instead of the typical corporate-controlled environment, this new wave leverages decentralized technologies and introduces users as active stakeholders through the deployment of digital tokens. This alteration transcends the conventional centralized model, handing the reins of decision-making and value creation to the community. In this context, tokens emerge as the linchpin of the entire go-to-market strategy, shaping a new dimension where early user participation is incentivized and rewarded through these digital assets.
source: spiceworks

II. The Role of Tokens in Web3 GTM

Token Incentivization and Bootstrapping Liquidity
Tokens constitute the cornerstone of the Web3 paradigm, revolutionizing the very essence of go-to-market strategies. Their function surpasses mere transactional value; they serve as potent tools for incentivizing and kickstarting liquidity within nascent networks. Unlike the traditional business landscape where incentives were often confined to internal stakeholders or customers through discounts or referrals, Web3 disrupts this norm by empowering early users with tokens.
The essence of these tokens extends beyond monetary value; they represent a new form of digital ownership, encouraging early adoption and active participation within the ecosystem. This strategy catalyzes the formation of a committed community whose vested interest aligns with the success and growth of the network. As early adopters actively engage, the network gains momentum, attracting further users who are enticed by the promise of rewards for their contributions. This not only amplifies the user base but also engenders a community-driven environment where early participants become instrumental in shaping the network's trajectory.
Tokens vs. Traditional Business Incentives
The transformative power of tokens in Web3 stands in stark contrast to the traditional incentives of the business world. While conventional businesses often utilized discounts, referrals, or equity incentives to lure customers or retain employees, the Web3 token model presents a fundamentally different dynamic. Tokens, as digital representations of ownership and value within the decentralized network, create a symbiotic relationship between the user and the ecosystem.
In this realm, users are not mere customers but active stakeholders, owning a piece of the network they contribute to. The token-based incentives essentially democratize the process, elevating early users to pivotal roles, akin to community leaders driving the growth and development of the network. This shift in dynamics from a centralized control to community-driven governance redefines the traditional notions of customer acquisition, forging a path where users evolve into network contributors, their participation rewarded and valued within the decentralized ecosystem.
Source: a16zcrypto

III. Metrics and Success Measures in Web3

Revisiting Success Metrics
In the realm of Web3, the pursuit of success moves beyond conventional metrics prevalent in Web2 landscapes. While metrics such as time to close a lead, click-through rates, and revenue per customer continue to hold relevance, they paint an incomplete picture in the decentralized world. The evolution of Web3 necessitates a rethinking of these benchmarks, demanding a more comprehensive and inclusive evaluation framework.
Evolution of Success Metrics in Web3
Success in the Web3 domain transcends mere transactional volumes or revenue streams. The hallmark of a thriving Web3 organization lies in its ability to cultivate and sustain a vibrant and engaged community. Metrics in this arena emphasize the quality of community engagement, the frequency of interaction, and the sentiment within the community as crucial indicators of network health.
Additionally, the measure of success extends beyond user counts or trading volumes. In Web3, the number of unique token holders serves as a valuable metric, signifying the distribution of ownership and engagement within the ecosystem. This metric stands as a testament to the decentralized and participatory nature of Web3 networks, where ownership and involvement are distributed among a diverse set of stakeholders.
Furthermore, developer activity within the network emerges as a critical gauge of success. The dynamism and innovation brought forth by an active developer community not only indicate the network's evolution but also denote its adaptability and potential for growth.
These evolving success metrics in Web3 reflect a shift in focus from sheer transactional value to the vibrancy and inclusivity of the community, the degree of participation, and the network's adaptability and innovation.
The Web2-Web3 Hybrid Approach
Amidst the transformative shift toward Web3, a significant number of organizations find themselves navigating a path that amalgamates the best of both worlds: the established strategies of Web2 and the emerging paradigms of Web3. This hybrid model represents a unique convergence, where centralized structures intersect with the tokenless approaches of Web3, offering a bridge between the two domains.
Within this hybrid framework, sectors like Software as a Service (SaaS) and marketplace models stand as prime examples of the convergence of traditional and evolving strategies. These sectors often exhibit an overlap where Web2 practices, such as centralized operational control and service-based models, harmonize with Web3’s emphasis on community involvement and ownership.
In the realm of SaaS, for instance, companies blend the conventional subscription-based service approach with elements of community ownership or tokenized incentives. This fusion enhances user engagement by instilling a sense of ownership or participation within the service ecosystem. Similarly, marketplaces operate on the principles of traditional transactional models but increasingly integrate community-driven features, fostering a sense of shared ownership or active participation.


The evolution from Web2 to Web3 signifies a transformative shift in market entry approaches. Web3’s token-driven strategies and decentralized structures mark a departure from the traditional sales and marketing-centric models. The synergy between these paradigms offers a promising landscape where decentralized community-led initiatives harmonize with existing centralized models. The dawning of Web3 beckons a new era where tokens, decentralized structures, and community ownership steer the course, redefining the very essence of go-to-market strategies.

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