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How to write a good white paper for ICO: step-by-step instruction

18 December 2017 21:00, UTC

Dmitry MACHIKHIN, partner of GMT Legal, IMMO evangelist

White paper (WP) has become a fundamental document for any project launching ICO or Tokensale. In should be taken into account that legally WP cannot be considered as a full-fledged document, it is rather a marketing prospectus or a memorandum. Now there are several types of WP depending on the content.

There is a technical paper - containing only information of a technical nature, there is light paper - containing an overview of the project on 3-5 pages, there is ICO paper containing information exclusively on the sale of tokens.

So what should an ideal WP consist of? Let's start with the fact that there can not be an ideal here because opinions on what is ideal WP may be different. However, there are things that have already become standards. For example, the 2009 Bitcoin WP is already far from modern standards.

Let's start with the standard WP. These are standard recommendations on how to write a good white paper for ICO:

1. The first and most important is a well-structured scheme of contents. The average WP contains 25 pages and it is necessary that it is convenient for navigation. Alternatively, you can use the concept of IRAC (issue, rule, analysis, conclusion). It is very important to format the text of the entire WP and check for the absence of errors, both actual and spelling. Translations into foreign languages should be high-quality, it is better to engage the assistance of professional translators.

2. From the very beginning of the WP, it is desirable to indicate a legal notice or a disclaimer containing important restrictions and notifications. Usually, it does not take more than a page, but it should not discourage the desire to participate in this Tokensale. In the same section, you can make a glossary with the basic terms.

3. Disclaimer as a rule is followed by the introduction. With it project CEO can personally address future token holders, thus increasing their confidence.

4. Analysis of the target market and identification of the problem on the market. It is important to avoid loud phrases and rely only on authoritative publications, researches and sources. "In our opinion" is not an analyst.

5. Description of the product. It is necessary to answer the question: what is the project, what parts does it consist of. A complete and accurate description of all the features is required.

6. Product Realization. This is the point where we talk about how the described solutions will be implemented.

7. Who will implement this? The team. It is desirable to tell about the project’s participants. They are the essential part of the project. In their biographies you can tell why they are so important. An investor wants to see why these people need to be given money. Optionally, you can specify the project's advisers. But you need to take care of the fact that every adviser should be more or less an expert in what the project needs. And not just a famous person.

8. Description of the token. Answer questions about what the token gives, how many of them are issued, what will happen to the unsold ones.

9. The economic model. How the raised funds will be used? How quickly investors will be able to convert their investments into profits?

10. Roadmap of the project. What will happen in 3,5,10 years? Investors want to invest in a new Google and Facebook, projects with a short life cycle of a few will be out of interest.

Remember that WP is an extremely important thing, allowing to tell about the project literally everything. The process of making WP should engage a lawyer, an economist (a "tokenomist"), a marketer and it is highly desirable to show the WP to the advisers before publication.