BEAF submitted a proposal on the CharityCoin works, as well as a timeline to Ric Johnson. The proposal detailed how BEAF plan to create the brand, website and also increase the visibility of the CharityCoin brand. The Schedule detailed deliverables of each stage in order to fulfil the obligations to CharityCoin.

The Phases of the proposal included initially an Insight Strategy which assessed the landscape which the new venture would compete and operate within, a brand strategy, a celebrity strategy. The creation of brand would follow on from this Insight Research, and then the development of the website along with creation of all supporting collateral for use in approaching celebrities and their agents. The proposal also mentioned driving visibility through SEO as a long-tail approach.