Community of the network (ETH, Waves, others) is a business value. Crucial value. But society is primal. Too primal.

Making an ICO these days is like a ride in the mud. Either you have a specialized equipment, which in this case is only money (pump 1M into marketing, get 1.2M from ICO — scam ICO recipe), or you have friends to support, like in off-rode groups (which in this case is the network community).

The added value for business is:

• when you look for the budget to realize a great project (like tokenloyalty.io) and there is an active investment community
• or you have a business model targeted for customers (B2C), the network community wants to use it, matches the targeted criteria
• both above can match

But as a fault of most networks I identify:

1. Its all about speculation. Speculation based marketing or society is interested only to get free tokens, while is not interested in the main service, while tokens are treated as dividend to main network (in form of airdrops of such tokens). Of course, business layer may use this also.
2. The network society has no purchasing power or is not interested in anything else but main cryptocurrency. And that is the real problem.

3. Rules are so primal, that they do not function as economy we know now, even touching FMCG or other sectors. In primal world, you just take want you want, not paying, so many people reflects that attitude.

In terms of added value for business there should be mechanisms that:

• really promote real business in the blockchain layer as real alternative (I wrote that most of ICOs are directed only to technology, we will never extend to daily life if we focus only on technology).
• there is a ready and willing community to use products/services not related to the speculation model, which would give the real competitive advantage in terms of potential customers.

Finally, many ICOs treat each other as competition (primal rules) instead joining forces and extending the market (consolidation, typical for mature market).

So what Waves or Ethereum network could do to improve the impact for business related projects, encouraging them to enter into ICO process? Here is the simple list:

1. Encourage society to go out the frames of speculation and take interest in products, services in the business layer.
2. Show that such speculation mechanisms are a derivative of business activity — more popular services or products activate extended social trade.
3. Create mechanisms of support for such ICOs that do not have budgets to promote but have a good business (for example a seed phase financing, based on internal recognition of authorities, like Aleksander “Sasha” Ivanov or Vitalik Buterin).
4. Support in business layer contacts, knowing that ICO makes added value for the main stream.

All this will encourage entry to the ecosystem itself. Without this, the idea of good ICOs dies in the mud of marketing soup-based ICOs…

Token Loyalty ICO is running @ DEX -> tokenloyalty.io asset.