Creative & Technical White Paper

merchantW Creative & Technical White Paper

Drafted June 25, Completed September 26, 2017

Table of Contents

Creative Abstraction

  • Why and how?
  • Blockchain explained
  • Opportunity
  • Problem / solution
  • Our corporate pitch
  • Narrative
  • Why is the Blockchain an ideal fit for merchantW?
  • How is design being defined?
  • A vested community

Technical Abstraction

  • Pico-fund value proposition
  • How the pico-fund life-cycle works as an abstract
  • There are three main benefits of this model
  • The future of design markets
  • The relationship between the market, assets, industries, MTW token and pico-fund
  • About tokens
  • How stage 1 community voting works
  • Stages 1-4 roadmap


  • ICO explained
  • Timeline in-depth
  • About our architecture
  • Digital work-flow

Creative Abstraction

Why and how?

This is a good question. Why and why now and how. Because design was a coveted practice historically, and almost anyone can be a designer with the right tools nowadays, aligning the area of practice with an economic system is essential. There have never been in place the right incentives to not just empower designers, but also reward them.

Time is of the essence. merchantW is not going to save the design industry, but we are going to shape and sell a new market. The Blockchain as a vertical, itself, demands exploration, so that humanity can get the most out technology, while engaging in a community that serves its subscribers from day 1 to millennia.

The capability of people to harness the necessary stack is there, but what tends to be absent is leadership. Our team is the default market leader in design and the Blockchain, within the fintech space, so we are committed to executing properly on an ongoing basis and improving our own leadership ethos along the way.

And it all started with a dream- and a White Paper.

Blockchain explained:

A Blockchain is a library of information that evolves along with the transactions that it operates. This archive however cannot be changed because of the nature of its design. A Block within these linkages contains digital and sometimes physical knowledge that can be interacted with in various and specific ways according to the architect that is paired with its actionable inputs and outputs. Sometimes these interactions have already happened, and other times they are a pre-mechanism of delivery.

The enigma of seamlessly meshing the public and private, is possible on the Blockchain, because transactions that are made are available for anyone and anybody to read. This provides the basis for the durability of its creation, and another way to ensure that it is really difficult to comprehend for actors who want to compromise the success of its algorithm.

Blocks that are a part of this continuum serve as a proof of existence of trades that can be related with another Block or Blocks by way of what is called a hash. These hashes are seemingly unbreakable locks that are made to connect the information at hand together.

Crypto-incentives are almost always in place to guarantee the completion of this connection. This usually arrives in the form of computational mining by computers and people who validate whether the knowledge is actually true or not. Because of this binding contract between the Blockchain, the people that commit resources to it, and the pre-determined product of output, the relationship is only breakable if a majority of influence takes over the way that the cycle completes, which is very difficult to do.

Anybody can take part in this, which helps the system change over time. Although it typically has manifested itself before entrants make the decision to shift its direction. In its most basic form, the Blockchain is a concept that has been adopted widely because of the ability to significantly reduce transaction costs and prove that what two different parties decide to share, as a whole or within a network, is verifiable beyond what most legalese and human interaction can prove. This is why it is known as being trustless, and has seen success in a diverse array of applications.

The Blockchain started nearly a decade ago, but its foundation started with crypto-experimentation of reward based engagement within the economic space. There is no shortage of modern platforms that use these properties to their advantage. Often times, the notion of understanding exactly what the Blockchain means and what it does not, is merely relating it to the personal experience of its author.

In the case of the new wave of entrepreneurial activity that is paving the way for this vast technological development, the Blockchain is reaching a unique Singularity, that is going to make many, many human-based errors eradicated forever. While good and bad for society, newer adaptations that are infusing the best that people can offer are beginning to become common, and the future never looked so bright from an efficiency point of view.


With the advent of decentralised business models across different platforms, everyone is asking the same question. Where is the value?

According to the UK Design Council, the opportunity to converge the design and Blockchain space is massive:

The new figures value the UK creative industries as a whole at £76.9 billion a year – contributing an incredible £8.8 million to the UK economy every hour. The creative sector as a whole is up nearly 10% from last year’s £71.4bn, growing at three times the rate of the wider UK economy – but design itself is growing at double that rate.

Our research shows that for every £1 invested in design through our programmes, companies can expect £4 increase in profits and a return of over £5 in increased exports.

In the merchantW sphere of things, it can be argued that to properly mitigate risk in the market, it is necessary to relieve factors that cause stress upon the wider organisation or individual. This means that investors and entrepreneurs take less of the weight on their own portfolios, and are able to deliver a substantial portion of that energy to customers.

Real people that have the desire to grow, financially, professionally or in their personal landscape. This design, is a fragment of digital life itself.

Markets do not operate at an actual equilibrium, so the scale of investment to, inwards, within and outwards, from inventors to end-users can be improved.

By increasing, at light-speed, how design interacts with monetary instruments alongside the Blockchain, new methods of unlocking parallels of truth, can continue to become clear.


Human design is a fragmented fractal, while not being optimised for monetisation.


The merchantW’s Blockchain increases design harmonisation, and creates a market in the process.

This ICO is raising funds to issue equity and utility tokens for the pico-fund of Merchant Wealth Limited. This is a design economy, made to create the most reoccurring profit structure possible with the Exit Strategy Multiplier℠ built-in modifier.

Paired with the pico-fund, we are creating a market for new assets in creative industries that are all MTW (merchantW’s token) centric.

In addition, a digital Dashboard will be implemented to transparently deliver success and fail metrics.

Our corporate pitch:

merchantW has created a different approach to form and operate asset-backed tokens. Unlike other funding models, the merchantW platform can serve as a bridge for platforms into physical and traditional assets and phase the funding to meet real capital requirements or milestones. merchantW makes this incredibly easy, by facilitating co-investing with index experts and enter opportunities that present new index of asset classes to the greater cryptocurrency universe. This can generate appetising choices for investors to buy into alternative risk-reward profiles.


The story of how a hero makes it through the life-cycle of a journey, is the who of merchantW. Historically speaking it has been the merchants that have driven commerce; the standard to understanding more about world trade, rests in the ability for participants within the market, to gain insight overtime into the mechanics that make this all possible.

The Oracle is merchantW’s connection to the real world. Every market has to have an oracle that not just facilitates, but also highlights both strength and weakness of its participants. This is why The Oracle is essential to the seamless transaction progression, and the humanistic element, that merchantW requires to operate at a whole capacity.

If every angle of an image can be accounted for, then is there any mystery left in life; from a design, token, and market perspective, holography not just exposes truth, but encourages validity to be apparent in plain sight. While pioneering this arena forward, merchantW envisions that this method of interpreting consensus is going to be the new gold.

Why is the Blockchain an ideal fit for merchantW?

Millennials and computer elders alike, have been waiting for such a solution that solves any efficiency, trust, logic or other concern, relating to modern economics and the way to do business. It is almost like the beginning of the Internet. You have a few leading players, many speculators and innovators for that matter, and a plethora of individuals and experts that are trying to figure out exactly what is really going on.

Because of the co-creation nature of merchantW, there was a major gap as far as how to unite the community. We work on projects in parallel that add-value to a diverse range of creative sectors, and so, orchestrating appropriate incentives to ensure that there would be constant growth, was not an easy task.

Then leaderless, decentralised organisations began to gain traction and prove that the business model of operating with a token at the core of development, was not just attractive, but also lucrative.

This paved the way for our own intrapreneurial activity that eventually lead to becoming a part of the wider Blockchain community.

As this is a profit-generating company, the primary concern is in returning gains to equity holders, and raising capital via an Initial Coin Offering, made the most sense. And here we are.

How is design being defined?

Design in this vein, is the art of creating a new innovation, whether that be tangible or intangible. It is skill-based, and requires education as well the know-how to have an eye for what works and what doesn’t.

Designers arrive in the form of graphic artists, videographers, mechanical engineers, architects, business modellers- essentially anyone that makes things as a part of their profession.

This definition also includes the tributary of design thinking, which plays a major role in how individuals and organisations make decisions as to the progression of an initiative. Tim Brown of IDEO, on what design thinking is:

A discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.

But as new digital platforms lead the way in further liberating creative tools for mass-consumption, design is now taking on an additional type of meaning.

Technologies like 3D printing and photography software, make it possible for amateur designers to improve their own portfolio, while most importantly having the ability to share their work, and in turn, continue refining their product.

Is design ever going to be completely free, as far as rival transformative technologies beginning to compete against human-oriented processes are concerned?

Not likely, considering there are now opportunities within the Blockchain to monetise, scale, and exit, all in the while, being able to be a part of something larger than just an object or a title- to be part of a living organism, the merchantW market.

A vested community:

Through a comprehensive voting system, merchantW democratises beta application design and exit processes. Along with this startup-studio implementation, the market and assets and industries that interact with the MTW token, are all heavily engaged with livelihood of these betas as well. Making for a dynamic environment, where people prosper.

This is a long-term initiative with a near-term growth trajectory of 5+ years. The foundation of merchantW, started in 2006, and the team has decades of deep-dive experience on and off the Blockchain across verticals, whose composition has been designed to offer a diverse, yet focused array of discipline and expertise to the public and wider community.

Designers, traders, crypto-investors- anyone involved in the creative space, who wants to make an impact, are the core of the merchantW community. And Blockchain influencers make up the largest portion of this group, as they have access to the technology, know-how, design skills, and resources to best leverage their capability at scale.

Up until now, we’ve created varying degrees of prototype for: ûp, a business model marketplace, Isolated Design, a virtual world, Flower Ventures, a collection of modern emoticons,, a curated deal-flow initiative for micro-ventures,, a 3D printing portal, and MNPG, a foundation company that supports merchantW. And every new-era-organisation like merchantW, needs a content-side, which is just why Channels One was created to best serve vast audience’s thirst for knowledge about the Blockchain. Within Channels One, users can view new enterprise channels, like Innovation One and Trillion One; all designed to generate new ideas for the greater universe.

Technical Abstraction

pico-fund value proposition:

merchantW proposes a simple, yet effective market for new designs that are bought-in to by the public, and then grown by the Company and exited.

This cycle is much more sustainable then current methods of extraction, as merchantW, and its pico-fund, operate to get 1-3 smallish exits each year, as opposed to maybe 1 massive exit in a lifetime.

By focusing on design and continual exit framework, the most value is transferred from investors and likewise from entrepreneurs. Eliminating bad product, with poor design, and misguided deal-flow that brings to market the wrong inventions.

Operating an investment management vehicle is also hard. But with transparency, the cloud, e-citizenry, technology, recent advancements in communication, and most notably, the Blockchain, modern funds have fewer fees, and better returns.

merchantW is capitalising on this movement to ensure that our network and human capital stack have the best opportunity to realise profit in the long-term for their labor.

We envision a geography that is governed by the designers that make the market possible. And by entrepreneurs and investors that ultimately breath the air that is needed to bring those dreams off the ground.

The Blockchain can be used in almost every context imaginable to the human brain. That’s why focusing on a few verticals like real estate and fashion and art, to start, makes sense.

Our business model gives reason for designers to put their best foot forward and design like they mean-it. And because of the integrative aspect of design, in almost all parts of daily life, subscribers also have a responsibility to use the designs that they are facilitating responsibly.

Embedding the Blockchain into everyday life is a difficult task. However, if we keep in mind that those that in reality, make up the world that we live in- the designers, then facilitating a market for new designs on the Blockchain makes sense.

How the pico-fund life-cycle works as an abstract:

  • a community member purchases buy-in of the MTW token
  • these funds are then assimilated into the current quantum of the pico-fund
  • the pico-fund then invests in internal and external initiatives that meet the community’s guidelines
  • the in-house merchantW team develops and manifests these products and services
  • these products are then prepared to be presented as exit-ready
  • exit(s) are fulfilled to the greater entrepreneurial and innovation ecosystem
  • community member’s receive a return on their investment via a dividend
  • the remaining gains are then reinvested in the pico-fund
  • the cycle continues

There are three main benefits of this model:

  • risk for the entire business universe is mitigated because of the newly found perception of a smaller scale posit that yields the same life-cycle rewards, just at a much more manageable level
  • better products get designed, because of the constraints on resources and human capital
  • more exits occur, bringing tremendous traction to the inventor and investor

The future of design markets:

ICOs are ushering in the market generation. This generation is keen on making digital money that works for them, but at a cost. They are building the next wave of infrastructure that is holding up many other antiquated sectors. The generation is different from Millennials, as they don’t have any reservations with a bit of disruption in the name of creating an economy. merchantW falls directly in this category.

There is only one way to properly assess the probability of success for a future action, and that is by relating it to what has happened in the past. In this light, as everyone is convinced that their economic singularity is the most rational, we should take a bit of time out to hear from the forefather of Holography and the future tense of prediction coining, Dennis Gabor, from “Inventing the Future” (1963):

We are still the masters of our fate. Rational thinking, even assisted by any conceivable electronic computors, cannot predict the future. All it can do is to map out the probability space as it appears at the present and which will be different tomorrow when one of the infinity of possible states will have materialized. Technological and social inventions are broadening this probability space all the time; it is now incomparably larger than it was before the industrial revolution—for good or for evil.

The future cannot be predicted, but futures can be invented. It was man’s ability to invent which has made human society what it is. The mental processes of inventions are still mysterious. They are rational but not logical, that is to say, not deductive.

This is where the power of democracy, capitalism, next generation thinking, and whatever other logic framework that is applicable, come into play. For it is this convergence that makes the future so exciting.

Blockchain companies of all types are merging forces. What this means, is that the conglomerate of yesteryear is not nearly as relevant as before. What is at stake however, is the quest for meaning within the enterprising and entrepreneurial space. If there is a limit for a venture’s development, Blockchain integration is a clear advantage.

And in the case of design manifesting and actually improving the way of life for producers and consumers, this intersection has already happened, now it is a matter of properly providing the right value to the right creators.

Welcome to the future of design markets.

The relationship between the market, assets, industries, MTW token and pico-fund:

  • The market is the overarching dynamic that infuses merchantW infrastructure to best serve the community and the performance of the MTW token
  • Assets (namely objects) interact with each other, the pico-fund, the MTW token and merchantW product
  • Industries govern the taste-making direction for assets, the MTW token, product and the market at-large
  • The MTW token is the base of value for all actions taken on the merchantW platform, Blockchain, and beyond
  • The pico-fund provides a development ground for new ventures, whose product may or may not make their way into the various merchantW live entities

About tokens:

  • Each token is worth 1 vote (for non-team members)
  • The price of 1000 merchantW tokens (MTW) at the start of the ICO is 1 ETH, scaled towards market-rate
  • 100,000,000 merchantW tokens will be created in total
  • 25% (25,000,000) will be publicly offered for sale during the ICO
  • There are 4 primary uses of the MTW token for a holder: buying-in to a beta application or asset, paying for object enhancement, paying for insight by The Oracle and getting rewards for helping optimise various operating factors of merchantW
  • Tokens are also used for voting, equity rights, design ownership and services
  • The environment in which tokens are traded is a function of the designs themselves
  • If there is a merchantW token bridging any 2 points, there is value to be extracted
  • The interactions that take place in and around the Blockchain, chart the token’s path
  • A token is not necessarily dynamic or static, it merely remains as is

How stage 1 community voting works:

  • the Director oversees operations, with the continued flexibility of changing the structure of the Team to better serve the interest of subscribers and the Company (1 vote per 3 tokens distributed)
  • the Co-founder(s), develops the full-stack technological creations (1 vote per 4 tokens distributed)
  • the Director of Fund Management manages and curates the direction of the pico-fund along with the support from Advisors, the Co-founders, Lead Engineer, the Director and the Community (1 vote per 5 tokens distributed)
  • the Lead Engineer bridges the innovative digital divide (1 vote per 6 tokens distributed)
  • Advisors provide direction for the Company, product, investment (1 vote each per 7 tokens distributed)

Stages 1-4 roadmap:

  • Raise £500,000 for the first round of the pico-fund with an ICO (October 15, 2017)
  • Create the merchantW Dashboard (November 2017)
  • Vote on which designs to move forward (November 2017)
  • Vote on and then implement a new organisational structure (August 2018)
  • Exit the first batch of creations (December 2018)
  • Redistribute dividends for stage 1 (December 2018)
  • Raise and release the second round of the pico-fund (August 2019)
  • Formalise final-beta organisational structure (August 2019)
  • Evolve capital raising efforts towards the development of an exploration and discovery program (September 2019)
  • Continue to develop the merchantW product-line and bring on new asset classes for new industries (September 2019)
  • Implement efforts of building a space module (November 2020)
  • The story continues (December 2021)


Download the PDF file .