MIP39c2-SP6: MakerDAO Shop Core Unit, MDS-001

MIP39c2-SP6: MakerDAO Shop Core Unit, MDS-001


MIP39c2-SP#: 6
Author(s): Mike Porcaro, Coulter Mulligan
Status: Request For Comment (RFC)
Date Applied: 2021-03-03
Date Ratified: <yyyy-mm-dd>



The MakerDAO Shop Core Unit will help build brand awareness and goodwill for MakerDAO and Dai by offering branded items (Swag, NFTs, etc) via the official MakerDAO store. Available globally, Customers from around the world will be able to buy their items in their preferred currency, including Dai.

Maker has a reputation for creating some of the most in-demand swag in DeFi. Event booths were regularly swarmed by enthusiasts looking for Maker and Dai-branded items.

Creating the “MakerDAO Shop” on MakerDAO.com offers a direct way for people to purchase merchandise directly from the project while also getting the Maker and Dai logos into broader circulation. It’s also a valuable resource for partners, event organizers, and Core Unit teams looking for branded promotional items to use in their various programs.

Infrastructure for the store is already in place, so the shop could be up and running in a matter of days should the MIP be approved.

Core Unit Name

Name: MakerDAO Shop
ID: MDS-001

Core Unit Facilitator/s

Mike Porcaro/Coulter Mulligan dba Daemon Marketing

Core Unit Mandate

  • The mandate of this Core Unit is to:
    • Oversee the creation, production, pricing, sales, and distribution of Maker and Dai branded merchandise
    • Operate the official “MakerDAO Shop” linked on MakerDAO.com
    • Coordinate efforts with Core Unit leaders, partners, and community members to create special edition merchandise.
    • Conduct marketing campaigns promoting the store and merchandise.
    • Provide sales figures and reports to the DAO on a mutually agreed upon cadence.

Execution strategy

The MakerDAO Shop would create designs for Maker and Dai-branded merchandise to be sold via the only “official” MakerDAO Shop, which will be directly linked from a “shop” tab on the www.makerdao.com.

The MakerDAO Shop team will be compensated based on their success running the store. Profits from the store will be split 50/50 between the Shop team and the MakerDAO community, in exchange for the exclusive placement on MakerDAO.com. There is no expectation or need for upfront or ongoing cost from the DAO.

The MakerDAO Shop team will be responsible for all aspects of bringing merchandise to market, including but not limited to design, pricing, sales, payment processing, fulfillment, and customer service. This is done through a mix of in-house and third-party vendors and has already been proven to work.

New designs will be regularly added to the shop, mixing with classic designs (“I’m not stable…” merchandise) the Community already knows and loves. The MakerDAO Shop team will coordinate with community and Core Unit leaders to develop custom items.

Team Structure

Facilitators will be responsible for the design, merchandising, sales and fulfillment of the content on the MakerDAO Shop. They will also be responsible for marketing, tracking sales and key performance indicators and reporting financial information to the Community.

Title Commitment Name
Facilitator Full-time Mike Porcaro
Facilitator Full-time Coulter Mulligan

Legal Structure

Delaware-based LLC

Team Credentials

Mike Porcaro and Coulter Mulligan currently run the Marketing and Communications functions for the Maker Foundation. In that capacity, they have been responsible for the design, development, and distribution of past MakerDAO/Dai swag.

They also have a deep understanding of the marketing and branding elements required to create a successful store on behalf of the MakerDAO project.

Infrastructure for the store is already in place and running smoothly, so there would be a very quick turnaround between approval and store “go-live.”


  • $0.00 budget required from the DAO.
  • 50/50 split of profits from the MakerDAO Shop. This appropriately compensates the MakerDAO Shop team for their work while creating a solid revenue stream for MakerDAO.

Open Questions


Formally submitting this MIP set to April’s Governance Cycle