Social Media ($10M annual for engaging 1M)
Hackathons ($5M for 10K)
Own Events ($4M for 10K)
Scholars ($5M for 5K)
Sponsorship ($1M for 50K)
To reach the next million users, how to split among the distribution channels?
It all depends on what the meaning of “the next million users” is here IMO - but generally speaking, my feeling is Harmony should keep on fueling its Developer brand and ecosystem (so big yes to hackathons / scholars, though with a very selective approach, and also very worthy of one annual OWNED event) while setting the foundations/awareness for the consumer audience (so yes to consciously building for social media - though with a fraction of the budget earmarked here tbh and with a much more step-by-step test/iterate approach). As for Sponsorships, I have seen maybe 2-3 examples in over 15 yrs of marketing work where the sponsorship was worth the effort that went into it (and they mostly came down to perfect brand/audience alignment and true/meaningful product integration). 99% of the others end up being a huge waste of money and a real time-suck for the team that works on bringing them to life, so I’d either scale down significantly or park altogether for the time being.