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Pre-proposal: Dash Product Placement in Hollywood productions

Discussion in 'Pre + Budget Proposal Discussions' started by jimbursch, Jun 9, 2017.

  1. jimbursch

    jimbursch Active Member

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    Pre-proposal: Dash Product Placement in Hollywood productions

    This is a proposal for a 1-year engagement of HERO Entertainment Marketing Inc. to place the Dash brand and message into Hollywood film, television and streaming (Netflix, Hulu, Amazon, etc.) productions.

    HERO (http://www.heropp.com/) is a leading product placement agency in Los Angeles with a twenty-year proven track record of placing brands in major Hollywood productions. Among other accomplishments (http://www.heropp.com/category/casestudy/), they have placed brands and products in the HBO production of Silicon Valley and in the Showtime production of Billions. They also got Guild Wars 2 into an episode of CBS NCIS: Los Angeles and The Big Bang Theory.

    3 monthly 400-Dash payments (1200 Dash total)

    The total cost of this proposal is 1200 Dash over 3 monthly payments (400 Dash/month, $56k at $140 USD/Dash) which will be paid to DashBudgetWatch, who will manage the relationship with HERO on Dash's behalf for one year. The following is a list of items that are included in this proposal:

    -- HERO retainer fee, 12 months
    -- Fund to cover production placement fees
    -- Dash asset production cost (for example, putting Dash logo on a laptop for placement in productions)
    -- DashBudgetWatch management fee (includes proposal fee)
    -- Prudent reserve (this is a portion of the funding set aside to mitigate the risk of a drop in Dash/USD price)

    HERO and DashBudgetWatch will deliver detailed reports every month listing opportunities, placements, and results, including video clips and production photos that can be shared via social media.



    Product placement is not like advertising in the sense that there is no defined "inventory" that can be incrementally purchased. Professional Hollywood productions, especially at the high end, do not peddle product placement. HERO has relationships throughout the industry with studio executives, production companies and prop houses. They are constantly reviewing scripts and seeking out or creating opportunities for product placement for their clients. For this reason, we cannot predict exactly where Dash will be successfully placed, and this is why we are proposing a one-year retainer to maximize the opportunities.

    The value and impact of placing Dash <emphasis> inside </emphasis> a Hollywood production far exceeds placing an advertisement as the brand's presence remains associated with the production in perpetuity (as opposed to purchased advertising spots). Further, exposures within shows and films creates an implied endorcement from the production and/or actors. We believe that Dash (and Evolution) will have a significant cultural impact that can resonate in the cultural products that Hollywood famously produces.

    About HERO

    The principals at HERO are Julie Weinhouse and Steve Ochs (http://www.heropp.com/behind-the-mask/). They will make themselves available on this forum to answer any questions about Hollywood product placement.

    About DashBudgetWatch

    DashBudgetWatch is a project of @jimbursch, who has been active with Dash for several months now. Jim lives in Los Angeles and is the founder of the L.A. Dash Users Group. He is the creator/developer of FundChan.com: funded channel messaging, which is denominated in Dash and is the platform on which DashBudgetWatch is built (https://fundchan.com/dashbudgetwatch).
     

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    #1 jimbursch, Jun 9, 2017
    Last edited: Jun 9, 2017
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  2. TheBigCat

    TheBigCat Member

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    Wow, pretty expensive...sounds like this might be a better idea further down the road, after more than 1% of people worldwide have even heard of Dash. [emoji41] good thinking big picture though, Jim! I'd personally really like to see more marketing/promotional ideas like this.


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  3. jimbursch

    jimbursch Active Member

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    This is how we increase that number!
     
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  4. TheBigCat

    TheBigCat Member

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    So as far as I know, product placement means you see an object in a movie such as a Budweiser can fleetingly. In the case of Dash, will this mean that somehow in the movie the logo is shown on a piece of paper or someone's phone or computer screen? Just thinking logistics here and it doesn't quite work like it might for Budweiser. Seems to me it would have to be worked into the plot to make any sense at all and actually increase awareness, Jim. And even at this high price, I don't see them changing the plot of the movie to accommodate us and calling it a product placement. Thoughts?


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  5. TheBigCat

    TheBigCat Member

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    Two characters could be talking about sending someone money through – but again this is a script/screenwriting issue, not "product placement" as far as I know. Have you spoken with this company about how this might work? That would help!


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  6. jimbursch

    jimbursch Active Member

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    Yes and they are very excited about what they can do. Our message is fairly simple "Dash: Digital Cash" -- we want people to make that equation. We want them to recognize the logo and make positive associations. You will hear more from them directly.
     
  7. TheBigCat

    TheBigCat Member

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    So what are they suggesting for ideas to make this work, Jim? A character in a movie wearing a shirt with the Dasha logo on it? That's all I can think of… Just not sure if that kind of exposure would be worth that kind of investment. But that is up to the rest of the team to decide! I like the idea, I just don't know if it would really even be helpful at this point in the game at that kind of price [emoji851]


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  8. jimbursch

    jimbursch Active Member

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    All of the above and much more -- I will let them, who are the professionals with 20 years of experience doing exactly this -- flesh out some of the details for you.

    Here you will see some some examples of what they have done for other clients:
    http://www.heropp.com/category/casestudy/
     
  9. TheBigCat

    TheBigCat Member

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    Cool, Jim [emoji41]looking forward to hearing their ideas!


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  10. Julie Weinhouse

    Julie Weinhouse New Member

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    Hi TBC,

    Julie from HERO here. Over the years we've successfully handled everything from law firms to the on-line gaming brand Goldenpalace.com.

    Art imitates reality so trending brands (Beats headphones), social phenomenons (flash mobs) or new technologies like VR inevitably start showing up in entertainment properties. For instance we worked with the brand Carstache just as Lyft was launching, which is how we got them placed on Portlandia. This was just as ride sharing was starting to become the norm for how millennials got around town. HERO’s job was to educate producers, writers, props and sets that this was an emerging trend and if they wanted to be ahead of the curve (“cool”) they needed to know about it. In real life, while Uber and Lyft battle it out for market share, it’s Uber that’s being scripted when screenwriters reference ride sharing services. Of course correlation does not prove causality, but this transitional shift from real life to ride sharing showing up in scripts was under two years. There can be no doubt that crypto currency will be showing up in storylines more and more as their popularity and awareness increases.

    An important part of our service is educating our production contacts. One recent example of an unusual brand receiving great onscreen exposure was our client Vaportini, a system for vaping booze (it's actually very cool). This season on Billions, Wags - a hard partying character - uses the product in a scene inclusive of logo and a verbal mention. Prior to us pitching the producers, they knew nothing of Vaportini. The same is true for another client Wine Traders. Their placement on Billions resulted in a marked increase of sales of their Chateau Gaby Cuvee wine ($238 a bottle). Prior to this placement the brand had zero visibility, now Dr. Phil has three cases, etc.

    Bitcoin is a fairly recognizable brand of currency but the majority of the public can’t yet wrap their head around the concept of crypto currency. Film makers are looking for cutting edge real life concepts to make their projects realistic and innovative. HERO’s objective will be to create opportunities where Dash can enhance a scenario that’s realistic and so current it’s futuristic.
     
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  11. Julie Weinhouse

    Julie Weinhouse New Member

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    And to finish the thought... Projects like Mr. Robot, Billions and Silicon Valley are all productions that would hit Dash’s demos and could present natural integration opportunities.
    (BTW, love the Dali quote. If you've never visited his self-created museum in Figueres, Spain it the perfect excuse for a trip : ) )
     
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  12. jimbursch

    jimbursch Active Member

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    Julie's post is awesome and I encourage everyone to read it. For those who just want the TLDR, I want to pull a couple quotes for emphasis:

    We have the opportunity to plant the seed of "Dash: digital cash" in the minds of Hollywood at a time when the terms "bitcoin" and "crypto currency" are coming up the the wider culture. This is what HERO Entertainment Marketing can do for Dash.
     
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  13. Biltong

    Biltong Active Member

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    Hi Jim

    Remember to read How to submit a Dash Pre-Proposal https://goo.gl/7jmwXQ you might want to adjust your Pre-Proposal after that.
    I'm going to give you time to read it 1st. If we do a eval now, you might get bad marks for simple things like not conforming to guidelines and not having all the template info.
    PM me when you are sure we must go ahead.
    Try and do that asap we do not have that much time to give you feedback via the Evaluations. The final report has to be in 3 days before end of cycle and you have to have your last adjustments in 5 days before end of cycle : i.e.: Last Adjustments: 28 June.

    We hope to receive at least 4 updates from you (if necessary) and provide you with the same number of Evaluation/Report feedbacks, but it does mean you and us will have to start asap.

    To adjust your Pre-Proposal for the 1st evaluation will be a time consuming (+- 3 hours of work), but believe me it will be well worth your time if you are serious about getting your Proposal passed.

    Good luck with your Proposal!
     
  14. jimbursch

    jimbursch Active Member

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    Thanks @Biltong

    After reviewing your documentation, you might take issue with formating, but I consider that to be a minor issue. If you focus on the content of this pre-proposal I think that it will get great marks.

    I have been in discussions with HERO Entertainment Marketing for a couple of weeks now, and much of that has be spent educating them about Dash, Bitcoin and crypto currencies. You can rest assured that both myself and HERO are serious about getting this proposal passed.

    It is very challenging to make sound business decisions and plans (this is a one-year project) in this rather frothy environment (Dash went up 20% overnight). It is also tricky to negotiate before funding is in-hand, and not knowing for sure if funding is forthcoming and how much. We have to plan for 20% drops in price as well as increases.

    I have to structure the proposal in a manner that works for Dash and for HERO in this environment, including contingencies for changes in the coming months. It is these business considerations that determine the format, content and structure of the proposal first and foremost.
     
  15. stellabelle

    stellabelle Active Member

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    This is along the same lines as I was thinking since no one even knows what Dash means right now.
     
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  16. Biltong

    Biltong Active Member

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    Formatting :) Don't think that will be much of an issue. Shall we start?
     
  17. jimbursch

    jimbursch Active Member

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  18. ampp

    ampp Member

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    I'm not a fan of passive advertising. This type of proposal is likely to be a first impression on the viewer, not a 2nd or 3rd. It's not easy to vote for without a specific opportunity for a placement. Dash is at best a hard to understand service not a product. You got to answer the question why is this better than $200,000 spent on youtube advertising where people are already at their computer and ready to trade or go to dash.org
     
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  19. TheBigCat

    TheBigCat Member

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    I'm not sure people are looking at numbers here.

    So basically, this is a proposal to pay $60,000 monthly for an entire year (for a total of $720,000, with the price of Dash at $150) for the chance (not the guarantee) of getting an actor on a show or movie to wear a T-shirt with the Dash logo on it.

    Compare this to my proposal to produce a pinup calendar called "Evolutionary Women of Dash" featuring women who changed history, costing a total of $8,250 (over a 6 month period) with a real shot at getting exposure on major media worldwide like RT, El Mundo, Vice, The Colbert Report, FOX, the LA Times, all of whom covered my previous pinup calendars.

    Yet, most of the comments I received were from the Paranoid Political Correctness Police or off-topic, red herring-style diversions, from people suggesting everything from a calendar featuring cockroaches to one featuring bartering in gold and salt.

    The pinup calendar idea would have cost a little over 1% of the product placement idea and I have a track record of getting press/media attention for a pinup calendar. There is no track record for product placement of a service like Dash by this company or any other. (And paying a screenwriter to include Dash in the plot is not "product placement." It would be more like total infiltration/bribing/hypnosis of Hollywood, so um... not too feasible.)

    I think seeing a guy wear a Dash T-shirt might make people think it's some kind of athletic brand like Nike. Or a Japanese health food. Or racing team. It could mean anything to someone unfamiliar with Dash. Amanda B. Johnson made this point in her video about the mysterious product called "Zorc". Check it out. Thanks for reading. hope that helps!
     
  20. jimbursch

    jimbursch Active Member

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    Hi @TheBigCat

    You are absolutely wrong about the numbers. The proposal clearly states that it is for a 1-year engagement of HERO for 1200 Dash. I purposely selected a 3-month payout because it is better for Dash not to pay it all up front and I chose not make it a monthly payout for 12 months because of the uncertainty of Dash pricing, and we get a better deal paying up front. HERO is in the entertainment marketing business, not crypto speculation.

    I wish you would not have hijacked this thread to talk about other issues.
     
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  21. jimbursch

    jimbursch Active Member

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    Thanks @ampp for your feedback.

    This is nothing like a one-off ad spend. For 12 months HERO will be very actively educating the Hollywood creative community about Dash Digitial Cash and seeking/creating opportunities to place the Dash brand in Hollywood productions.

    This is about moving people from "I never heard of Dash" to "Oh, I heard of that," which will greatly enhance the effectiveness of all additional marketing efforts.

    Julie can speak in detail about how product placement in a production is much more valuable than slapping ads around a production.
     
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  22. Julie Weinhouse

    Julie Weinhouse New Member

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    What we're proposing is not Dash t-shirts, but rather integrations where Dash is central to a scene, whether it's discussing crypto currency speculation or an alternative payment option. Unlike traditional advertisement, be it on TV or YouTube ads, these integrations do not disappear but rather live on as entertainment properties have a very long tail. Product placement is the only type of advertising that has a diminishing CPM (meaning that the singular purchase continues to deliver impressions without additional costs).

    I would add that The Big Cat's calendar, if properly branded, could itself be a valuable product placement asset, for example, hanging in the car collection garage of a successful investor instead of the Snap On calendar. This very idea is a nice illustration of the breadth of product placement's potential to reach into the details of life as it is re-created on screen.

    Dash is a very progressive alternative concept in currency. A single traditional :30 spot on, say, Grey's Anatomy, costs an average of $193,210 and after it airs, it's gone. However, the product placement alternative to traditional spots, costs a fraction of that and stays with the show throughout its lifetime (it is, ironically, syndicated in reruns on Lifetime!).

    HERO is not in the practice of hard selling, indeed, Dash contacted us, but we would like your decision to work with HERO to be based on sound information.
     
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  23. TheBigCat

    TheBigCat Member

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    Thanks for that clarification on your services and the nice professional opinion on my calendar idea, Julie! I'd love to work with you on using the calendar in product placement, btw. Just need to get a bit of funding for it first, which so far does not look forthcoming. (If anyone can help me to see otherwise, I'm open to it)

    Sorry for the misunderstanding on the cost, Jim. In the final analysis, a million + USD equivalent per month in the DAO fund is plenty of $ to be able to spend on plenty of creative promotional ideas. Let's see what the MNO's are open to :)
     
  24. GrandMasterDash

    GrandMasterDash Well-known Member
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    Personally, I find the price hard to justify without giving specific settings.
     
  25. jimbursch

    jimbursch Active Member

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    Thanks @GrandMasterDash -- you have an understandable concern. Perhaps it would help if I reviewed what is included in this proposal:

    The HERO retainer fee is what covers HERO's activities in seeking out and/or creating placement opportunities. A huge part of this will be educating the Hollywood creative community about Dash. In the short run, this will lead to placements that deliver results, which will be reported monthly. In the long run this will pay dividends because when Hollywood thinks about crypto, they will think about Dash for years to come.

    In some cases (but not all), a production will charge a fee for product placement, and this fee can range from thousands to hundreds of dollars depending on where the production sits on the Hollywood food chain. A-list productions at a major studio will cost more that a B-list independent productions.

    Dash asset production is the cost of creating assets for placement in productions. This could be Dash branded items that appear as props, but often it will be digital imaging that is added in post-production editing. For example, imagine a Dash billboard that appears in a car chase scene. The possibilities are endless, which is why we can't be specific until the opportunity presents itself.

    The DashBudgetWatch management fee, which includes the proposal fee, is what we will be paid to manage this project with HERO for a year. I will be reporting to the Dash community on a monthly basis all the opportunities, placements and results of the program. I am also educating HERO about Dash and crypto currencies, and I will be assisting them in educating Hollywood.

    The prudent reserve is a fund set aside as a contingency to deal with any problems that come up as a result of Dash/USD price fluctuation. If the USD price does nothing but rise in the next 12 months, excess funds from the reserve will be moved into asset production or production fees. If there are drops in price, funds from the reserve will make up the difference.

    I have not assigned amounts to each of these items because they are subject to negotiation, and nothing final can be negotiated until the funds are in-hand and I know how much we have in USD. This is a negotiation that will be taking place over the 3-month payment period.

    I hope this helps address your concerns -- let me know if there is anything else.
     
  26. GrandMasterDash

    GrandMasterDash Well-known Member
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    Still nothing I can point my finger at and say, "look, there".

    Maybe this proposal is a little early. I realise this covers 12 months but I think it's too high relative to dash's current budget.
     
  27. Mark Mason

    Mark Mason Well-known Member

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    DASH on Mr Robot would be amazeballs! I love that show :)
     
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  28. TheSingleton

    TheSingleton Active Member
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    I am starting to like the idea of this. Not sure I like DBW handling such a large sum of money yet. I am sure your intentions are good but the DBW has only been created.
    Still I'll probably vote yes on this.
     
  29. Julie Weinhouse

    Julie Weinhouse New Member

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    Much of what Jim has written about product placement services is correct (his estimate on the placement fees of "thousands to hundreds of dollars" would likely be more "low to high five figures"), but I would like to offer some additional clarity.

    HERO's rates are in line with PR agencies rates. This is logical because our services are very similar. We utilize long-nurtured relationships within our respective industries to reveal and/or create appropriate opportunities to gain wide exposure for our clients.

    GrandMasterDash, it is understandable that the notion of placing Dash on screen is murky with nothing to put you finger on. Hopefully you were able to examine the Statement of Qualifications that Jim distributed to the Dash community. You can also visit our website at www.heropp.com. I would like to provide some details on one of our exposures that would have been a proper location for a Dash presence; HBO's Silicon Valley. HERO client Razer Gaming Peripherals came to us with the specific intention of gaining a presence on the show. The placement was intuitive and our contacts were strong. Watchers of the show will see that Gilfoyle's keyboard is lit in the brand's trademark green, Big Head's laptop is a Razor Blade Pro and, again, their trademark green headsets dot the set. But only those who tuned into this year's annual Google's 2016 Keynote Address saw the Razer Kraken headphones draped over Gilfoyle's monitor during the speech's introductory video from the Silicon Valley set. Perhaps some of you were watching. This exposure was unplanned and the result of HERO having established this equipment on set. Silicon Valley would be an out-of-the-park home run for Dash, and it is feasible.

    Just as Razer communicates the dedication of gamer characters, there will be natural integration opportunities where the onscreen discussion of Dash will help the filmmakers communicate story points to the viewers. USA's Mr. Robot is another show that is not only a perfect fit content wise, but also hits your demographic: https://en.wikipedia.org/wiki/Mr._Robot_(TV_series) Our job will be to unearth upcoming projects and existing shows that will find the discussion of Dash both natural and story enhancing. This requires relationships, research and negotiations. The payoff could be just one high profile placement whose story gets picked up by the press that puts Dash into the mainstream's consciousness.

    At one point HERO was charged with finding a placement for a law firm called Howrey that specialized in antitrust, global litigation and intellectual property suits. How do find a placement for that? Luckily the film Runaway Jury was going into production, but the content of the film did not match Howrey's speciality. We found a spot in the dialogue where we could swap out a few words and organically communicate Howrey's core competencies to their key demographic. When our cash offer to the studio for the integration went unnoticed we found out the producer was a golfer and had a gift basket delivered to him the next day with our offer inside. Hours later we received the revised scripted pages and after the film's release and Howrey saw the final result, they paid the studio and had a result that made their competitor's jaws drop.

    For those of you who are finding yourselves leaning toward HERO's program, the next questions to consider are, what is Dash's story and what is the most concise way to communicate it both visually and verbally?
     
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  30. jimbursch

    jimbursch Active Member

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    These are good perfectly valid concerns and they are main reasons that I structured the proposal to pay out over 3 months (400 Dash/month).

    400 is not so high relative to the whole 6651 Dash budget for the month, especially considering that well over 1000 Dash wasn't allocated last month.

    Nor is 400 Dash such a large sum. We will be starting with HERO as soon as we get the first payment and we will have a first-month report by the time of the second payment. At no time will DBW be handling the whole 1200 Dash amount. By the time we get the third payment, much of the first two payments will have been paid out to HERO or placed in escrow.
     
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