projectUBU is a network effects ecosystem that unlocks trapped asset value and distributes it to participants.

It consists of four primary components:

  1. The UBU, a freely issued digital token of exchange that derives its value from underutilised assets;

  2. The treasury, an algorithmically programmed blockchain issuer of UBUs;

  3. The UBX, a cryptotoken that acts as the bootstrap mechanism by rewarding certain classes of participants for the risk they invest in the ecosystem;

  4. A freely available powerful global marketing platform that allows certain participants to leverage network effects for exponential returns.

Essential components of the UBUsphere ecosystem

UBU Sphere


The UBUsphere is the entire UBU ecosystem containing the following primary components:

Ecosystem Citizens

Any human being who is verified & elects to receive UBUs.

Ecosystem Vendors

Any person or entity that elects to accept UBUs in exchange for goods or services. Also referred to, inter alia, as merchants, sellers and businesses.

Ecosystem UBU

Token of exchange that the Treasury creates & distributes at no cost to citizens for purposes of trading with vendors for goods & services.

Ecosystem UBX

ERC-20 cryptotoken mathematically linked to the UBU.

Ecosystem Treasury

The UBU token-issuing and dissipation algorithm.

Ecosystem Platform

Marketing & technical platform comprising blockchains, vendor portal, CRM system, AI & various other tools.

Aims of the project

Read further for a simple explanation of how this will work.

There exists a systemic global problem of unequal resource allocation.


We cannot create a solution to a systemic problem by acting locally. We can only create solutions by acting systemically from outside existing paradigms.

How this works

Graphic representation of the UBUsphere:

Platform Ecosystem

What is a network effect model?

This is a basic explanation of network economics:

The network effect is now well known as Metcalfe’s Law. It states that the effect of a network is proportional to the square of the number of connected users of the system (n2). The equation is expressed as

Metcalfe’s Law

The example Metcalfe used was in telecommunications. One telephone is useless. Two telephones are somewhat useful as they connect two people. Increase that to 5 and the number of possible connections doubles to 10. Increase it by just two more to 12 and the number of possible connections increases to 66. Thus the growth of the network is exponential rather than linear.

Many of today’s leading behemoths (e.g Facebook) have used this model to scale rapidly & deliver significant returns to shareholders.

projectUBU differs in that everyone in the ecosystem shares in the effects and nobody’s data is sold, shared or exploited. It’s a decentralised model that benefits every participant.

A product or system displays positive network effects when more usage of the product by any user increases the product’s value for other users, and sometimes all users. Network effects can be two-sided: increases in usage by one set of users increases the value of a complementary product to another distinct set of users, and vice versa. This is the type of network effect that defines marketplaces such as Airbnb and Uber. More riders does not necessarily improve the Uber experience but it does attract more drivers, which improves Uber for the user.

In the case of projectUBU, more citizens attracts more vendors and vice versa. Additionally, the network growth means greater velocity of UBUs which means greater adoption and a corresponding increase in value. As the UBX is mathematically linked to the UBU, any increase in the value of the UBU has a corresponding increase in the value of the UBX.

Click here to read the full economics and business model.
Click here to read our white paper.


What is a citizen?

Any human being anywhere on the planet can sign up as an UBUcitizen to receive UBUs. The only requirement is that you must be a human, and you can only register once. Hence the requirement for proof of identity. No duplicate registrations will be permitted.

How do I become a citizen?

Simply click on and follow the instructions to register an e-wallet. The e-wallet is your UBU wallet.

How many UBUs does a citizen get?

Each citizen gets issued 100 UBUs per day, in perpetuity. There are no conditions attached and you don’t have to do anything except spend them.

Citizen Value Proposition

Click here to visit the Citizens microsite for more details.

Register as a Citizen and activate your e-wallet at


What is a Vendor?

Merchants, retailers, manufacturers, service providers - literally any entity that trades goods and/or services. By accepting UBUs as a form of payment any business can benefit from a free, powerful marketing platform and by unlocking trapped liquidity in underutilised assets.

Citizens are given tokens of value (liquidity) up front, the inverse of the loyalty model where the customer must buy or do something to earn a reward. They are reminded daily of the deposit into their account, so the UBU is top of mind.

Vendors set the price of products and services in UBUs. You control your pricing, your deals, duration, conditions - in the exact same way as you do in regular currency.

Since citizens have to use them or lose them, they will actively seek out vendors accepting UBUs. This provides early vendor adopters with a distinct marketing advantage in driving traffic to their offerings.

UBUcitizens are customers looking for places to spend their tokens. As a vendor, your offer reaches them first on the e-wallet real estate.

Benefits of being a Vendor

Click here to visit the Vendor microsite for more details.


Citizen Recruitment

We have enabled network extensibility through a recruitment incentive platform using voluntary community builders called we call UBUnodes. Nodes can be individuals, a group of friends, companies or any entity with a customer database they can legally leverage.

Node Value Proposition

Click here to visit the Node microsite for more details.


Why invest in projectUBU?

Any investor would prefer a more stable local and global environment where threats to one’s personal and economic security are diminished. So, while there is a philanthropic component to projectUBU’s ambitions, the end goal is a more robust, inclusive and resilient global economy.

The primary method by which we do this is injecting liquidity into markets which can then be used to realise value for moribund assets. In simple terms our aim is to create a parallel economic ecosystem that leverages inefficiencies in all businesses for a greater and more distributed return.

What’s in it for investors?

Exponential returns while creating access to the economy for hundreds of millions of people, instilling resilience in the economy and more stable societal, economic and political structures.

Types of investment

Investors can participate in a variety of ways. Please contact Dudley Baylis at or for details.


Moribund Assets

We define moribund assets as inventory that’s overstocked, time sensitive, perishable, decaying, low velocity or subject to oversupply or other inefficiencies. These conditions decrease the probability of converting a seller’s assets into liquidity. Standard responses to these conditions is for vendors to discount by some means (including reward/loyalty mechanisms), thus closing the gap between an ideal market price and a sale price. Every business or enterprise contains inefficiencies that create enormous economic wastage. This wastage is created by the natural unwillingness of people to exchange liquidity (cash) for sub-optimal goods or services (moribund assets) within standard market price ranges whereby a merchant can generate a profit.

Assets & Liquidity

The UBU is a mechanism whereby businesses (UBUvendors) can monetise moribund assets (goods or services) by trading them for UBUs (liquidity). By collecting UBUs in volume, vendors can in turn exchange them for goods & services back up the supply chain, or exchange them for UBX tokens which they can hold or exchange for other liquid assets.

Liquidity Injection

Inflationary controls

The UBUsphere is specifically designed to be anti-inflationary for a number of reasons. A freely issued unit of exchange would soon crash its value due to oversupply. Hence we created a dissipation mechanism whereby the e-wallet that holds UBUs effectively removes 1% of the sum of tokens per day on an algorithmic basis. This discourages hoarding and encourages trading velocity - both of which are critical to the sustainability of the UBUsphere.

UBU equals

A dual currency system = greater economic resilience

Economic resilience is the project’s end goal. It is in every human being’s interest to have a more stable and sustainable economic ecosystem. Restricted resource access is the cause of the overwhelming majority of the world’s problems, the root cause of social, political and economic instability. Access to the economy not only increases resilience, but will also grow the global economy at an unprecedented rate. It’s a win-win for every human, business, government or other institution.

Liquidity vs Storage

Click here to read the full economics and business model.
Click here to read our white paper.


Dudley Baylis
Dudley Baylis


Justin McCarthy
Justin McCarthy

Chief Executive

Steven Sidley

Steven Sidley

Director: Technology

Dr. Millard Arnold

Dr. Millard Walter Arnold

Board Chair

Atle Kittelsen

Atle Kittelsen

Investor & Board

Owe Nythun

Owe Nythun

Director: Finance

Peter Finlay

Peter Finlay

Commercial Manager

Tumi Hlongwane

Tumi Hlongwane

Citizen Recruitment

Simon Dingle

Simon Dingle

Phantom Design, Inves Capital & Advisor

Gavin Marshall

Gavin Marshall

Sharebit & Advisor

Partners and Advisors