BUIP223: Establish Nexa Marketing Roadmap and Update Community Forum

BUIPs
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BUIP223: Establish Nexa Marketing Roadmap and Update Community Forum
Submitted By: Shek
Date: 05 February, 2026

Overview:
This BUIP proposes to establish the following:

  1. A marketing strategy and roadmap for 2026-2027 by the marketing/content/community team under the direction of the Executive.
  2. A period of feedback is allowed for BU members and Nexa team members to give input on this roadmap, using the appropriate internal communication channels such as the nexa-marketing channel or BU team meetings.
  3. Once agreed upon and finalised, a high level version of the roadmap is released to the community and public by May 2026.
  4. As with all marketing initiatives in the past where substantial resources were required, the BUIP governance process should be utilised to obtain consensus from the BU membership, where appropriate.
  5. A new category be created in the Nexa forum to allow for feedback on the roadmap and other marketing initiatives from select community moderators, ecosystem project owners/builders and ambassadors for Nexa.

Motivation: In 2025, several marketing initiatives and events were executed without a published roadmap, without a ROI strategy and without a dedicated BUIP. Establishing marketing direction earlier, collaboratively among the BU membership, and before execution, would improve coordination, reduce friction, and enable more effective use of resources as Nexa continues to scale.

Proposed Action

1. Establish Strategic Marketing Framework

Establish a marketing framework by beginning of Q2 (1 April) every year at the latest. It may be delivered before this date. This roadmap will be created and executed by the marketing team under the guidance of the Executive, but is open for collaboration and input with the BU membership and broader Nexa team.

Task: Create an implementation plan for Nexa with key milestones, marketing objectives, and market expansion strategy, to be presented by the relevant marketing/content/community team members, and discussed and agreed upon internally by the BU membership and Nexa team members.

Once agreed upon and finalised, a high level public marketing roadmap should be released to the Nexa community by May 2026.

This marketing roadmap differs from Nexa’s technical or development roadmap, it should include marketing focuses for the coming year and any campaign initiatives planned. Budget, team and resource allocation for marketing are to be discussed internally among the BU membership and Nexa team, for discretion. BUIPs should be utilised for substantial expenditures or allocation of resources.

To support this implementation plan, here is a template that can be used.

Nexa Marketing Framework Template:

  1. Market and Audience: Define Nexa’s priority customer segments (developers, enterprises, institutions, users, industry partners) and articulate how each is targeted, supported, and grown over time through targeted content, campaigns and outreach.
  2. Channels, Activities and Distribution: Identify and prioritise ideal B2B and B2C channels for Nexa, and outline how these channels and activities support attracting adoption, partnerships, and ecosystem growth. Example: events, marketing campaigns, collaborative content, and social content strategy.
  3. Review and Feedback: Establish measurable KPIs, and structured feedback loops, also utilising the Nexa forum to ensure accountability, transparency, and continuous improvement in marketing execution.

The Executive will coordinate the Nexa team members responsible for delivering the marketing framework, after which a public marketing roadmap will be released. This BUIP does not in any way propose to change or impact the existing marketing department team structure.

If any of the BU membership wishes to have input on the marketing plan and roadmap items for year ahead, they should provide their input by end of Q1 (March) in the relevant internal communication channels.

This allows a process for structured input from the BU membership and broader Nexa team, for those not directly involved with marketing but nonetheless committed to Nexa’s success.

2. New ‘Marketing’ Category in Nexa Forum Established

Establish a ‘marketing’ category in the Nexa forum, to be managed by the existing Nexa marketing and community management team, that assigns roles specifically to:

  • Community moderators

  • Recognised ecosystem project owners/developers

  • Community ambassadors

  • Existing BU members and Nexa team members

While the category is public for transparency, only Nexa team members or contributors from the above categories with the assigned role can contribute and engage with this category in the Nexa forum. This allows us to curate valuable conversation with key participants in Nexa’s community and ecosystem who wish to have input in shaping the future of Nexa and wish to give feedback on roadmap items. This marketing roadmap for the year is only released to the public after being finalised among the BU membership first.

This new ‘marketing’ category in the Nexa forum may be used for:
a. Contributors can create light marketing-related proposals for consideration by the BU Membership and Nexa team: Example: a contributor may request a new AMA series, or suggest a campaign idea for Nexa.
Light proposals are not voted on nor do they impact BU or Nexa governance, but light proposals by contributors may be considered where they are seen to be valuable, constructive ideas.

b. Contributors can provide input and feedback on marketing initiatives and marketing roadmap items: Example: Contributors may seek clarification or make suggestions on any item in the Nexa marketing roadmap. Their suggestions may represent feedback from the broader community too.

Adopting this proposal will help Nexa move forward with greater clarity, transparency, and collaboration as the ecosystem expands. This marketing framework and forum can be reviewed and updated annually by the marketing team members for ongoing trackable growth and success.

Expected Outcomes:

  • Increased transparency for the community through a public marketing roadmap
  • More consistent and effective market expansion for Nexa, over time
  • Stronger signalling of maturity and stability to partners, users, and institutions/enterprises
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In order to have a successful BUIP process it is necessary to avoid conflating two quite different things in one proposal.

In this case there is:

  1. Establishing a Nexa Marketing “Roadmap” plus, effectively, create a whole marketing department with a focus on 2026-27, intended to involve many people who are not employed at B.U. to do anything about marketing, who are experts in other (usually) software-related skillsets, with no defined budget.

  2. Establish a category on the public forum.nexa for discussing marketing matters in a structured fashion.

It will not be possible for BU members who support #1 and not #2, or #2 and not #1 to vote for their preference, as they are obliged to accept, abstain or reject both at once, as it stands.

I strongly recommend this BUIP is split into two, one for each proposal so members can evaluate each on their own merit.

There is one point which needs comment here:

This is simply untrue. There has always been a nexacoin-marketing channel for BU members to discuss everything about this subject and raise any ideas, proposals, concerns in a timely manner. There is also the monthly team meetings where members are always invited to comment on marketing initiatives and events.

There are even a number of examples where direct input was welcomed and used, such as the Fractl event in May at Toronto, the EvolvH3r event at Singapore in September, the Bitcoin.com article in October and the whole year of sponsorship for EvolvH3r authorised for 2026. This is evidence of substantial opportunity for broader Nexa team and BU member input in advance.

There are many other examples of marketing input from other team members which has been received, heard and actioned in 2025.

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This BUIP has been edited to reflect feedback from various BU members. Thank you everyone for your valued input.