18(a) Describe the mission/purpose of your proposed gTLD
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Mission and Purpose
The mission of the .DESIGN TLD is to provide design brands, designers, stakeholders and companies a namespace on the Internet to establish meaningful and relevant identities directly related to the design business and culture, and to promote their companies and activities. The primary purpose is to foster a sense of professionalism and trust among design customers, businesses, organizations, design professionals and collectors and aficionados.
We anticipate a variety of reasons that businesses and individuals would want to acquire domain under the .DESIGN TLD.
Businesses may want to create a professional web presence including online stores, auction facilities or shopping experiences, or use blogs, wikis and file sharing sites to support their merchandising, retailing efforts and business goals. Businesses that are anticipated to have a strong interest include dealers, famous design brands, museums, biennial festivals, design trade shows and fairs, magazine and book publishers, and other interested businesses.
Individuals may use .DESIGN domains for a variety of reasons. Some may be designers wishing to create websites to support or announce planned design projects and display portfolios. Some may want to establish businesses and begin marketing efforts, research and testing. Collectors and aficionados may desire to create websites to display and discuss all matters pertaining to design.
We anticipate a strong interest in developing domains dedicated to design amongst dealers, companies, designers and aficionados of the world. Our research shows that there are several million of these individuals and entities who would have a strong interest in acquiring a .DESIGN domain, many of whom will most likely acquire multiple domains. We forecast having approximately 47,847 Domains Under Management (DUMs) by the third year of operation. Our financial responses in questions 45 though 50 go into detail on our funding, cost and revenue projections.
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