18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

In 2009, Facebook recognized the powerful need people have to memorialize the dead. Facebook? Yes, it was the company’s decision to memorialize pages of members who died. Here is how they put it:
“We understand how difficult it can be for people to be reminded of those who are no longer with them, which is why itʹs important when someone passes away that their friends or family contact Facebook to request that a profile be memorialized”

If that is evidence of the urge to keep the memory of the dead alive, it is data from the Centers for Disease Control and Prevention that certifies the market opportunity: there are 2.4 million deaths year in the U.S. alone.

Our mission is to create the singular definitive venue for memorializing, including:
- Dead loved ones (be they people or pets)
- Places lost to time (landmarks like the Ambassador Hotel in Los Angeles where Senator Robert Kennedy was killed or Ebbets Field in Brooklyn where the Dodgers played)
- Defunct brands (like Studebaker or Horn & Hardart) or
- Out-of-the-market products (like the Edsel or Little Tavern Hamburgers)

The primary focus will, of course, be on keeping their memory alive.

Our business plan detail is included with the Financial Projections and in the short 3-year term we project capturing a minute segment of the personal notice market (the model includes only 0.40% of the total potential market in North America and the United Kingdom combined with a 10% annual growth rate in market share. By the third year of operation, DotRIP will have secured only 0.6% of the total potential market suggesting that our estimates we well within the realm of possibility. T
he model includes death rate statistics for Canada, the United States, and the United Kingdom. We have focused on these areas of the world as being primarily English speaking. As demand requires (after the initial 3 years), our plan will allow for marketing to foreign language users along with the offering of IDN names at the second level.

A key goal for DotRIP will be to provide an enduring platform and so our goal is to have at least a 25% renewal rate. We believe that by nature DotRIP will not achieve the kinds of renewal rates typically seen in the internet space by other gTLDs and that any renewal rate nearing or above 50% will reflect a high level of consumer trust and choice, confirming the goal that DotRIP provides a lasting memorial platform.

Similar gTLD applications: (0)