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

Prototypical answer:

Dot Club, LLC, the applicant for the “.fish” gTLD (the “Registry”) will serve a broad spectrum of the global public by providing an online community for all activities and interests related to fish. The Registry identifies several categories of such activities and interests, including: (1) commercial – traditional commercial fishing, marketing and retail; (2) ornamental – ponds, freshwater and marine fish tanks and aquariums; (3) culinary – seafood and restaurants; (4) sport fishing – deep sea, fly fishing, etc.; (5) recreational – snorkeling and scuba diving; (6) biology and research – the study of fish and aquatic environments; (7) conservation – preserving species found in lakes, rivers and oceans; and (8) entertainment – popular television shows such as “Deadliest Catch”. Each of these categories contains multiple sub-groups and appeals to massive bases of constituents. For example, the commercial fishing industry — including harvesters, seafood processors and dealers, seafood wholesalers and seafood retailers — generated $103 billion in sales, $44 billion in income and supported 1.5 million jobs in 2006, in the United States alone, as reported by Fisheries Economics. Additionally, sport fishing generated $82 billion in sales, $24 billion in income, and supported 534,000 jobs in 2006. This Registry will create an environment that brings together these many piscine categories and all interested parties. By building communities around these pursuits, the Registry will enhance communication, access to relevant information and searchability, foster innovation, job creation, economic growth, and creative opportunities among registrants, internet users, and others.

The Registry intends to develop two components of this gTLD. The first is the traditional registry model - a domain registration wholesale-retail model. Beyond this, the Registry plans to establish Registry-owned domains and websites, in accordance with Specification 9 of the Registry Agreement, centered around different categories, such as: bass fishing, fly fishing, deep sea diving, crab fishing, sushi, aquariums, and ecology, to name just some examples. A dedicated domain and website for each of these categories will be a content-rich environment driving Search Engine Optimization (ʺSEOʺ) and viewership, and serving as an information, pricing, reviews and communication resource for its participants. Each domain will also contain a directory of enterprises wishing to gain greater exposure to the users of the site.

Similar gTLD applications: (0)