BEAM is a cryptocurrency that implements Mimblewimble to provide confidential transactions. It was founded in July 2018 and launched its mainnet in January 2019. BEAM aims to offer confidentiality, compliance, and scalability. Its governance model involves establishing a non-profit foundation to govern the protocol. A marketing audit found that BEAM has good search engine visibility and authority, with its website scoring well for performance. However, its social media presence could be expanded.

1. April 19, 2019
BEAM
Mimblewimble Implementation
“Scalable confidential cryptocurrency”

2. Disclosure
‣ BEAM is a current client of Brian D. Colwell, Inc., and
has a consulting relationship with Brian Colwell for
marketing services.
‣ This report was not commissioned or arranged in any
way by BEAM.
‣ The author, Kristen Colwell is currently assisting a
BEAM community group in the creation of an
educational website focused on sovereignty.
!2

3. Preface
‣ Purpose: Provide a “living” profile of Beam Development Limited
(BEAM) that is updated regularly, and presented in an easy-to-
read format.
‣ Methodology: Organize information and data about BEAM into a
series of stand-alone slides. Reference sources in the presentation
notes, and update frequently using publicly accessible sources. As
possible, augment with official responses by the BEAM team.
‣ Feedback Loop: Reader feedback and commentary is encouraged,
and once assessed, may be utilized to update/add to the research.
Use the change log to keep up with edits to the report.
!3

4. Report Contents
1. Change Log
2. Introduction to BEAM
2.1. Governance Model
2.2. History
2.3. Roadmap
2.4. Value Propositions
2.5. Target Audiences
2.6. Related Entities
3. Marketing Audit
3.1. Branding
3.2. SEO
3.3. Website
3.4. Social Media
3.5. Off-Line
5. Competitive Analysis
5.1. Direct Competition
5.2. Indirect Competition
5.3. Replacement Competition
6. Marketing SWOT
7. About the Author
8. About Brian D Colwell, Inc.
9. Sources
!4

5. Change Log
✓ 4/19/19: Reconsidered
coinmarketcap.com data versus
that of messari.io/onchainfx for
more accurate overviews,
updated marketing competitor
charts and graphs, added
SWOT analysis section
✓ 3/21/19: Added methodology
throughout, built out
competitive analysis charts
✓ 3/20/19: Updated Moz SEO
indicators, referencing
analytics.moz.com/pro
✓ 3/19/19: Updated competitive
analysis, referencing web.dev,
social-searcher.com,
socialblade.com, and Google
page speed tool
✓ 3/4/19: Selected direct,
indirect, and replacement
competitors, referencing
coinmarketcap.com
✓ 3/3/19: Built out competitive
framework, selected direct
competitors and began filling
out details, referencing
coinmarketcap.com
✓ 3/2/2019: Built out history,
referencing medium.com/
beam-mw; built marketing
audit framework
✓ 3/1/2019: Updated history and
roadmap, and added value
propositions, referencing
beam.mw, medium.com/beam-
mw, and the BEAM Position
Paper
✓ 2/28/19: Created report
referencing beam.mw,
coinmarketcap.com, and
medium.com/beam-mw
!5

6. Company Profile Methodology
‣ Goal: Provide a concise overview of BEAM, with a
focus on marketing strategy and tactics.
‣ Approach: Document BEAM governance model,
history, roadmap, and related entities; while
hypothesizing value propositions and target
audiences.
‣ Constraints: Content is limited to what can be found
publicly online, though this provides a valuable
external view of brand effectiveness.
!6

7. Produced by Brian D Colwell, Inc. All rights reserved.
Introduction to BEAM

8. BEAM: Scalable Confidential
Cryptocurrency
‣ Founded July 19, 2018
‣ 7 full-time developers
‣ Marketing team
‣ Management team
‣ Advisor team
‣ No ICO or premine
‣ Mimblewimble implementation
‣ Proof of Work
‣ All transactions are private
‣ Maintained by non-profit BEAM Sovereign
Money Foundation
‣ Funded through block reward mechanism
‣ Emitted during the first five years
‣ Mainnet launched January 3, 2019
‣ Block time: 60 seconds
‣ Equihash algorithm
!8
Coin Market Cap (4/19/2019)
‣ Symbol: BEAM
‣ Rank: 318
‣ Market Cap: 1,916 BTC
‣ Volume (24 hr): 808 BTC
‣ Circulating Supply: 14,798,400 BEAM
‣ Max Supply: 262,800,000 BEAM
OnChainFX (4/19/2019)
‣ Liquid Marketcap Rank: 241

9. BEAM Governance Model
‣ No premine
‣ No ICO
‣ Backed by treasury
‣ Establishing a non-profit to govern the protocol
“BEAM will be sustained through the company’s backing initially, which will
shift to a non-profit foundation to govern the protocol and base tech. Beam LTD
will switch to focus on building various revenue generating use cases on top of
the Beam Open Source protocol/currency. Twenty percent of the Treasury coins
will go towards the Beam Foundation.”
BEAM Telegram FAQ Bot
!9

10. July 19, 2019:
BEAM Founded
‣ July 19th was chosen specifically because it marks the day that an anonymous
developer Tom Elvis Jedusor first proposed Mimblewimble in 2016
‣ BEAM is a novel implementation of Mimblewimble
‣ Technical team led by Alex Romanov
- Seven full-time developers upon launch
‣ BEAM implemented Mimblewimble from scratch using C++
‣ BEAM blocks are mined using memory-hard Equihash Proof-of-Work
algorithm
- Block time is 1 minute on average
‣ Advisors: Yonatan Ben Shimon, Guy Corem, Sebastian Stupurac, Stas Oskin,
and Oliver Gale
!10

11. January 3, 2019:
Mainnet Launch
Mainnet release components:
‣ Desktop wallet app (including CPU miner node)
Linux, Mac, Windows
‣ CLI Wallet (Linux, Mac, Windows)
‣ BEAM Node (Linux, Mac, Windows)
‣ Stand-alone OpenCL miner (Linux and Windows)
‣ Stand-alone Cuda miner (Linux and Windows)
!11

12. January 24, 2019:
2019 Roadmap Released
BEAM Mission: Create a currency that supports
multiple use cases and works for businesses and individuals.
BEAM 2019 Roadmap Announcement
‣ Beam Core: Beam currency and payments network
‣ Beam Compliance: opt-in compliance/auditability
!12

13. March 14, 2019:
2019 Roadmap Updated
!13

14. February 7, 2019: Litecoin
Foundation Cooperation Announced
‣ The Litecoin Foundation approached Beam about
possible cooperation to implement Mimblewimble via
Extension Blocks on Litecoin
‣ Exploring addition of privacy and fungibility to
Litecoin by allowing on-chain conversion of regular
LTC into a Mimblewimble variant of LTC (and vice
versa), making it possible to transact with
Mimblewimble LTC in complete confidentiality
!14

15. BEAMValue Propositions
‣ Confidentiality
‣ Compliance
‣ Scalability
“Scalable confidential cryptocurrency”
BEAM Tagline
!15

16. BEAMValue Proposition 1:
Confidentiality
“Users have complete control over privacy - a user decides which
information will be available and to which parties, having complete
control over his personal data in accordance to his will and
applicable laws.”
BEAM Position Paper
!16

17. Confidentiality Features
‣ All transactions are private by default
‣ No addresses or other private information is stored on
the blockchain
!17

18. BEAMValue Proposition 2:
Compliance
“Crypto-currencies are often criticized for being used by "gray
market" and virtually inappropriate for compliant businesses due to
their inherent non-transparency. So we'd like to give compliant
businesses appropriate tools to be as transparent as possible for the
appropriate authorities, while remaining confident to others.”
BEAM Wallet Audit
!18

19. BEAM Compliance Suite
“The Compliance Suite will be a complex piece of software
incorporating various use cases, integrated third-party services,
and conforming to country-specific regulations.”
BEAM Roadmap Announcement
!19

20. BEAM Compliance Suite
Components
Compliant Wallet
- Business wallet
- Business spends legally only what it
received legally
- Configured for auditing
- Ability to generate public/private
auditor key pairs for different
authorities
๏ Proof of concept planned for June 2019
๏ Alpha planned for September 2019
๏ Alpha 2 planned for December 2019
Auditor Interface
- Public key is confidential, not to be
disclosed by the auditor
- Auditor sees life cycle of every UTXO
!20

21. BEAMValue Proposition 3:
Scalability
“Superior scalability through compact blockchain size - using
the “cut-through” feature of Mimblewimble makes the BEAM
blockchain orders of magnitude smaller than any other
blockchain implementation.”
BEAM Position Paper
!21

22. Scalability Features
‣ Superior scalability due to compact blockchain size
‣ The Mimblewimble “cut-through” feature helps to
avoid excessive computational overhead
‣ BEAM confidential transactions do not cause bloating
of the blockchain, avoiding excessive computational
overhead, or penalty on performance or scalability
while completely concealing the transaction value
!22

23. TwoTarget Audiences:
Individual and Enterprise
!23
Individual Users Enterprise Users
Value Privacy, Sovereignty
Cryptocurrency Use,
Business Innovation
Need Security, Liquidity
Scalability,
Professional Service
Want Private Transactions Auditable Transactions

24. BEAM-Related Entities
‣ BEAM Sovereign Money Foundation
‣ Project Lumini
!24

25. BEAM Sovereign
Money Foundation
‣ To be set up as a non-profit, most likely in Switzerland
‣ Will be governed by a Board of Directors comprising
reputable industry figures.
‣ The foundation will be receiving a significant part of
the Treasury, and will fund projects and initiatives in
the areas of Applied and Basic research, Development
of Beam and Mimblewimble, Awareness, Financial
Literacy and more.
!25

26. Project Lumini
“Lumini’s goal is to create a bridge between Beam blockchain
and one or more smart-contract blockchains, enabling
decentralized conversions of tokens into Beam Confidential
Assets and allowing private trading of those assets.”
BEAM 2019 Roadmap
!26

27. Produced by Brian D Colwell, Inc. All rights reserved.
Marketing Audit

28. Marketing Audit Methodology
‣ Goal: Provide a detailed snapshot of BEAM
marketing.
‣ Approach: Document BEAM’s digital and offline
marketing tactics to form an opinion of the overall
strategy and effectiveness.
‣ Constraints: Author does not have access to internal
marketing analytics, and uses free tools by Google,
Moz, Social Search, and Social Blade to gather data.
!28

29. Audit Sections
‣ Branding
‣ SEO
‣ Website
‣ Social Media
‣ Off-Line
!29

30. Branding
“Branding is the process of giving a meaning to specific
company, products or services by creating and shaping a brand
in consumers’ minds.”
The Branding Journal
!30

31. Thoughts on Cryptocurrency
Branding
Audiences
‣ Humans
‣ Algorithms
!31
Common Issues
‣ Brand
cannibalization (e.g.,
Bitcoin versus
Bitcoin Cash)
‣ Brand name conflicts
and keyword
confusion
‣ Creating and
communicating a
concise value
proposition
Defining Success
‣ Discoverability in
search
‣ Size of user base
‣ Website traffic
volume and
behavior

32. Brand Indicators
‣ Google search engine result page (SERP) positioning
‣ Google Knowledge Graph exposure
‣ Google News, Video, and Image exposure
‣ Brand conflicts
!32

33. Google Search Engine Result
Page (SERP) Positioning
!33
Search
Text
Page 1
Coverage
Knowledge
Graph
News Video Image
“BEAM” ☑ ❌ ☑ ☑ ☑
“BEAM privacy” 🏆 ❌ 🏆 🏆 🏆
“BEAM crypto” 🏆 ❌ 🏆 🏆 🏆
❌ = no coverage. ☑ = some coverage ☑ ➕ = coverage 🏆 = dominanceUpdated: 3/19/19

34. Brand Conflicts
‣ Beam Solutions
‣ Beam Wallet
!34

35. Beam Solutions
www.beamsolutions.com
‣ API-based SaaS platform
‣ Focus on scalability and
compliance for enterprise users
‣ Machine learning and data
sources fueled compliance
software for entities utilizing
blockchain
‣ Software analyzes hundreds of
factors about millions of
financial transactions to
adaptively search for abnormal
trends and activity
!35

36. BeamWallet
www.beamwallet.com
‣ Used by 750,000+ people,
Beam is the leading
mobile wallet app in UAE
‣ Available on AppStore
and Google Play
‣ For business owners:
- View direct feedback
from customers and
understand
spending patterns and
behaviors!36

37. Produced by Brian D Colwell, Inc. All rights reserved.
SEO
!37
“SEO stands for Search Engine Optimization,
which is the practice of increasing the
quantity and quality of traffic to your website
through organic search engine results.”
Moz

38. Understanding the Role of Search
Engines in the Decision Making Process
‣ Search dominates the flow of information:
- 3.5 billion Google searches per day, worldwide
- 92% of global search takes place on Google
‣ Search engines rely on algorithms to deliver relevant results
‣ Social media networks also rely on algorithms to populate
news feeds
‣ APIs are designed with algorithms in mind
- Some APIs scrape web content, which is then shared
across social media platforms
!38

39. SEO Indicators
‣ Domain and page authority - Moz
‣ Ranking keywords - Moz
‣ Web.dev ratings - Google
!39

40. Domain and Page Authority
‣ Page Authority: 43
‣ Domain Authority: 40
‣ Linking domains: 687
‣ Inbound links: 3,100
‣ Ranking keywords: 57
!40
Updated: 3/20/19

41. BEAM.mw
Ranking Keywords
‣ 57 ranked keywords
- 13 on positions #1-#3
- 5 on positions #4-#10
‣ Ranking for two critical
non-brand terms
(privacy
cryptocurrency and
privacy coin)
!41
Updated: 3/20/19

42. Web.dev Ratings
‣ Gathered from Google’s
Web.dev
- Performance: 66
- Accessibility: 71
- Best Practices: 77
- SEO: 86
!42
Updated: 3/19/19

43. Produced by Brian D Colwell, Inc. All rights reserved.
Website
!43
“Websites promote you 24/7.
No employee will do that.”
Paul Cookson

44. DefiningWebsite Success
‣ Website strategy should be driven by business metrics
to ensure ROI
- How readily does the website perform in related
searches?
- How well does the website convert visitors into
users?
- How many wallet downloads can be attributed to
traffic from the website?
!44

45. Website Indicators
‣ Page speed: mobile and desktop - Google
‣ Top pages - Moz
‣ Top linking domains - Moz
!45

46. Page Speed
‣ Gathered from Google
Developer Tools
- Mobile speed score: 55
- Desktop speed score: 90
!46
Updated: 3/20/19

47. Produced by Brian D Colwell, Inc. All rights reserved.
Top Pages
‣ Not surprisingly, the BEAM
homepage is the top page in
terms of page authority, with
687 linking domains.
‣ The BEAM downloads page is
tied for 5th in page authority,
with 62 linking domains.
Updated: 3/20/19

48. Produced by Brian D Colwell, Inc. All rights reserved.
Top Linking
Domains
‣ Medium, Forbes, and Yahoo
Finance are the top linking
domains
‣ Forbes has a relatively high
spam score of 33%
Updated: 3/20/19

49. Produced by Brian D Colwell, Inc. All rights reserved.
Social Media
!49
“Social media isn't a one-way broadcast;
it's a multiway opportunity for dialogue.”
Clara Shih

50. Defining Social Media Success
‣ Similar to website success, social media strategies
must align with business goals to ensure ROI.
- Increase brand awareness
- Cultivate fan base
- Attract media attention
- Maximize cross-platform search-ability
!50

51. Social Media Indicators
‣ Breadth of social platform
‣ Brand consistency across channels
‣ Social media mentions
!51

52. BEAM Social Platform
!52
Latest Post Followers Note
Facebook None 0 No official page
Twitter March 18, 2019 9,257
YouTube January 3, 2019 252
Joined Aug 25, 2018
4,296 views
LinkedIn None 0 No official page
BitcoinTalk March 11, 2019 n/a
Legendary Status,
1027 Merit
Reddit March 18, 2019 1,205
GitHub March 17, 2019 56 4,611 commits
Telegram March 19, 2019 6,938
Updated: 3/19/19

53. Brand Consistency
!53
Updated: 3/19/19

54. Social Media Mentions
‣ Gathered from Social-Searcher
‣ March 18 - 19, 2019 activity
‣ 122 mentions
‣ 95 users
‣ 10:0 sentiment rating
!54
Updated: 3/19/19

55. Produced by Brian D Colwell, Inc. All rights reserved.
Off-Line
!55
“Offline marketing strategies utilize offline media channels to create
awareness. These campaigns can include radio and print advertising –
including billboards, signs and pamphlets – telemarketing, and
television ads.”
Marketing-Schools.org

56. Off-Line in an OnlineWorld
‣ World class brands are known for bridging the gaps
between on- and off-line experiences. For crypto
projects off-line tactics include:
- Conference attendance / sponsorship
- Meetups
- Mass advertising
- Merchant point of sale usage
- Direct mail
!56

57. Produced by Brian D Colwell, Inc. All rights reserved.
Competitive Analysis

58. Competitive Analysis Methodology
‣ Goal: Provide an in-depth analysis of BEAM
marketing metrics relative to its direct competitors.
‣ Approach: Identify direct competitors, then gather
marketing metrics, and present in various ways to
uncover trends and anomalies.
‣ Constraints: Metrics are limited to what can be found
publicly online. Metrics such as those from
coinmarketcap.com fluctuate greatly.
!58

59. 3
2
Degrees of Competition
1. Direct: similar products
and revenue goal
2. Indirect: Similar
products, different
revenue goal
3.Replacement: substitute
products, same customer
time/money
!59
1

60. BEAM Competition Selection
‣ Direct Competitors:
- Privacy focus
- Ranked on Coin Market Cap
‣ Indirect Competitors
- Coin Market Cap Leaders
‣ Replacement Competitors
- Visa, JP Morgan Chase
!60

61. Why Coin Market Cap Matters
‣ Coin Market Cap is plagued with issues such as fake
trading volume. However, Coin Market Cap data has
already been adopted by the cryptocurrency industry
at large as a trusted data source.
‣ Coin Market Cap data propagates content across the
web thanks to APIs, content scrapers, and writers.
‣ The accuracy of data has not diminished the
importance of this platform in evaluating project
success relative to the industry.
!61

62. Produced by Brian D Colwell, Inc. All rights reserved.
Direct BEAM Competitors
!62
Competitor BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin
Symbol BEAM GRIN ZEN XMR NIX PIVX ZEC XZC
Founded 7/19/2018 1/25/2019 5/23/2017 4/18/2014 4/30/2018 11/25/2015 10/28/2016 9/28/2016
CMC Rank 318 175 111 12 408 99 23 88
Market Cap
(BTC)
1,916 4,370 8,529 219,678 1,343 9,998 83,574 11,591
24 Hr Volume
(BTC)
808 2,916 175 19,301 20 252 49,140 264
Proof Type PoW PoW PoW PoW PoS PoS PoW PoW
Block Time 60 sec 75 sec 151 sec 120 sec 120 sec 60 sec 150 sec 300 sec
Algorithm Equihash
Cuckoo
Cycle
Equihash
Crypto
Night
Lyra2RE Quark Equihash MTP
Updated: 4/19/19

63. Direct Competitor Comparisons
‣ Google exposure
‣ Social-Search indicators
‣ Moz indicators
‣ Google’s web.dev
indicators
‣ Google page speed
scores
‣ Discoverability on
mobile and desktop
‣ Twitter grade
‣ 24-hour volume/social
media mentions
‣ CMC position / domain
authority
!63

64. Produced by Brian D Colwell, Inc. All rights reserved.
Google Exposure
!64
BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin
Google Page 1 Coverage ☑ ☑➕ ☑➕ 🏆 ❌ 🏆 🏆 🏆
Google Knowledge Graph ❌ ❌ ❌ 🏆 ❌ ❌ 🏆 ❌
Google News ❌ 🏆 🏆 🏆 ❌ 🏆 🏆 🏆
Google Video ❌ 🏆 🏆 🏆 ❌ 🏆 🏆 🏆
Google Images ❌ ☑ 🏆 🏆 ❌ 🏆 🏆 🏆
❌ = no coverage. ☑ = some coverage ☑ ➕ = coverage 🏆 = dominanceUpdated: 3/19/19

65. Produced by Brian D Colwell, Inc. All rights reserved.
Social-Search.com
Social Media Indicators
!65
BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin
Mentions 122 120 121 347 5 215 121 125
Users 95 88 77 193 4 131 88 97
Sentiment 10:0 9:1 10:0 4:1 2:0 9:1 9:1 10:0
Updated: 3/19/19

66. Produced by Brian D Colwell, Inc. All rights reserved.
Moz SEO Indicators
!66
BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin
Domain Authority 40 42 47 69 36 46 61 49
Page Authority 43 47 40 53 38 51 58 51
Linking Domains 687 1,012 542 897 279 2,000 5,400 1,900
Ranking Keywords 57 112 0 133 5 70 64 25
Updated: 3/20/19

67. Produced by Brian D Colwell, Inc. All rights reserved.
GoogleWeb.devWebsite Indicators
!67
BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin
Performance 66 86 53 100 43 11 57 22
Accessibility 71 52 54 84 78 55 66 60
Best Practices 77 100 77 92 69 54 69 69
SEO 86 84 100 94 100 83 96 98
Updated: 3/19/19

68. Produced by Brian D Colwell, Inc. All rights reserved.
Google Page Speed Scores
!68
BEAM GRIN HoriZEN Monero NIX PIVX Zcash Zcoin
Mobile 55 86 45 96 42 9 25 39
Desktop 90 99 92 99 80 43 75 60
Updated: 3/19/19

69. Produced by Brian D Colwell, Inc. All rights reserved.
Discoverability on Mobile
!69
Mobile Page Speed Score
RankingKeywords
100755025
0
20
40
60
140
BEAM
GRIN
ZEN
XMR
NIX
PIVX
ZEC
XZC
Legend
80
100
120
Updated: 3/19/19

70. Produced by Brian D Colwell, Inc. All rights reserved.
Discoverability on Desktop
!70
Desktop Page Speed Score
RankingKeywords
100755025
0
20
40
60
140
BEAM
GRIN
ZEN
XMR
NIX
PIVX
ZEC
XZC
Legend
80
100
120
Updated: 3/19/19

71. Produced by Brian D Colwell, Inc. All rights reserved.
Visibility Potential
!71
RankingKeywords
Social Media Mentions
BEAM
GRIN
ZEN
XMR
NIX
PIVX
ZEC
XZC
Legend
Updated: 3/20/19
20
40
60
140
80
100
120
25015050
0
100 200 300 350

72. Produced by Brian D Colwell, Inc. All rights reserved.
Search Authority
!72
Ranking Keywords
DomainAuthority
0
BEAM
GRIN
ZEN
XMR
NIX
PIVX
ZEC
XZC
Legend
25
100
50
75
10050 150
Updated: 3/20/19
12575

73. Produced by Brian D Colwell, Inc. All rights reserved.
MoverPower Player
Leader
Brand Authority
!73
CMC Position
DomainAuthority
0
BEAM
GRIN
ZEN
XMR
NIX
PIVX
ZEC
XZC
Legend
25
100
50
75
25015050 100 200 300 400
Updated: 3/20/19
350
Disconnected

74. !74
First Second
Discoverability on Mobile Monero GRIN
Discoverability on Desktop Monero GRIN
Visibility Potential Monero PIVX
Search Authority Monero GRIN
Brand Authority Monero Zcash
Google Exposure Monero Zcash
Top Performers
Updated: 3/20/19

75. Direct Competitor Stand-Outs
Leaders
‣ Monero
- Top performer across the
board relative to the rest of the
group
‣ Zcash
- Leader, but competitors such
as PIVX and newcomer GRIN
are very close
Contenders
‣ GRIN
- New brand with expansive
reach, off to a strong start
‣ PIVX
- Legacy brand with room to
grow its Domain Authority
‣ Zcoin
- Established brand with room
to grow its Ranking Keywords
!75

76. Direct Competitor Adjustments
Planned for Next Update
Watch
‣ HoriZEN
- Signs that this brand will
continue to underperform in
the digital marketing arena
unless something changes
Drop
‣ NIX
- Poor performance across the
board relative to the rest of
the group
- Recently dropped below 400
on Coin Market Cap
!76

77. Direct Competitor Additions
Planned for Next Update
Certain
‣ Enigma
‣ Komodo
Considering
‣ Particl
‣ VEIL
‣ Others?
!77

78. Produced by Brian D Colwell, Inc. All rights reserved.
Indirect BEAM Competitors
!78
‣ Top 5 projects by market cap:
‣ Bitcoin BTC
‣ Ethereum ETH
‣ Ripple XRP
‣ Bitcoin Cash
‣ Litecoin

79. Produced by Brian D Colwell, Inc. All rights reserved.
Replacement
BEAM Competitors
!79
‣ Top substitute products:
‣ Visa
‣ JP Morgan Chase

80. Produced by Brian D Colwell, Inc. All rights reserved.
BEAM Marketing SWOT
!80
Strengths
✓ Discoverable on page one Google search for
branded terms
✓ Outperforming some long-standing projects
such as Zcash and Zcoin in SEO measures
✓ Consistent branding across platforms
Weaknesses
✓ No Google Knowledge Graph present on
branded searches
✓ Relatively new brand: still gaining domain
authority and social media presence
Opportunities
✓ Increased mobile page speed to enhance
discoverability
✓ Run Google Ads on branded and non-branded
keywords to increase traffic to the primary domain
✓ Create content for “privacy cryptocurrency” and
“privacy coin” searches
Threats
✓ Brand conflicts may interfere with PPC and
SERP-focused marketing efforts
✓ Top competitor GRIN has an early lead in
terms of visibility online, with strong brand
presence and SEO signals

81. Plans for the Next Update
‣ Adjust direct competitors
‣ Expand indirect competitors analysis
‣ Assess off-line marketing activities
‣ Update all data, explore any notable changes
!81

82. About the Author
‣ Kristen Colwell has 17 years of marketing experience.
‣ Her work experience spans various marketing
disciplines including marketing research, search
engine optimization, website usability testing, and
social media marketing.
‣ Disclosure: Kristen is currently assisting a BEAM
community group in the creation of an educational
website focused on sovereignty.
!82

83. Produced by Brian D Colwell, Inc. All rights reserved.
About Brian D Colwell, Inc.
!83
Services include:
‣ Project Advisory
‣ Marketing Research
‣ Marketing Collateral Creation
‣ Social Media Marketing
‣ Content Marketing
‣ Search Engine Marketing
‣ Google Ads
‣ Facebook Ads
‣ Twitter Ads
‣ Email Marketing
Clients include:
‣ BEAM
‣ Beaxy
‣ Duality Blockchain Solutions
‣ Kalkulus
‣ MakerDAO
‣ Phore
‣ PIVX
‣ Zcoin
Brian D Colwell, Inc. is a marketing consulting firm owned and operated by Brian and
Kristen Colwell, with a focus on disruptive industries such as blockchain and
cryptocurrency. Visit https://briandcolwell.com to learn more.

84. Sources
‣ BEAM https://beam.mw
‣ BEAM Position Paper https://docs.beam.mw/BEAM_Position_Paper_v0.2.2.pdf
‣ BEAM Telegram channel: https://t.me/BeamPrivacy
‣ Introducing BEAM! medium.com/beam-mw/introducing-beam-f35096a923ec
‣ BEAM Mainnet Launch Announcement https://medium.com/beam-mw/
mimblewimble-mainnet-release-notes-8766e49e241d
‣ BEAM Roadmap Update: https://medium.com/beam-mw/mimblewimble-
roadmap-update-511263b915a
‣ BEAM Wallet Audit: https://github.com/BeamMW/beam/wiki/Wallet-audit
‣ BEAM Litecoin Cooperation: https://medium.com/beam-mw/mimblewimble-
litecoin-cooperation-2f0631825ba9
‣ Charlie Lee (LTC) Twitter Comments: https://twitter.com/SatoshiLite/status/
1092983883715338241
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85. Sources (continued)
‣ Coin Market Cap coinmarketcap.com
‣ Crypto Slate Coin Profile cryptoslate.com/coins/beam/
‣ Messari OnChainFX https://messari.io/onchainfx
‣ Coin Gecko coingecko.com
‣ Moz Pro keyword explorer: https://analytics.moz.com/pro
‣ BitcoinTalk: https://bitcointalk.org/index.php?
action=profile;u=295386
‣ Bitcoinist 3/26/2019 https://bitcoinist.com/
coinmarketcap-fake-cryptocurrency-volume/
!85