Monetha

Opportunities:
Cryptocurrency payment is not catching on because of the rising Bitcoin transaction fees. As at August 22, 2017, the average transaction fee for Bitcoin is over $6. However, with the growing popularity and much lower transaction cost of Ethereum, I believe the time has come where Ether can become a viable cryptocurrency for online payments.
The online payments market is large with huge potential. If Monetha can be successful, they have the potential to process billions of dollar of transactions a year, which would likely to cause MTH price to appreciate substantially.
Monetha secured partnership with Pigu.it, the largest e-commerce website in the Baltic States. It processes 2 million orders and generates over $100 million of revenue a year. This is going to provide immediate traction for Monetha when the development of Milestone 01 is completed in early 2018.
Network effect is present because of how the trust rating system works. The more customers and merchants use Monetha, the more valuable the Monetha platform is.
The project has a detailed roadmap with the estimated budget for each milestone, demonstrating a well thought out game plan by the team.
Monetha has a strong team and advisors who has extensive experience in both payment processing and online reputation areas.
The company reserves 10% of the tokens for potential future financing 12 months after the ICO. This creates an incentive for the company to deliver and keep token price high so that they can obtain more funding from the potential future token sale.

Concerns:
There are other competitors in the cryptocurrency payment solutions space, such as Coinify, CoinPayments, BlockPay and Cryptonator. Some of them charge a lower fee than Monetha. Monetha may not be the winner in this industry.
The trust rating is for merchants but not individual products. Even if the merchant has a high rating, the quality of its products is still not guaranteed.
The trust rating system may have loopholes that can potentially be exploited by merchants that want to boost up their ratings. In any system, there are people that try to exploit it and gain an unfair edge.

Conclusion:
Overall, I like this ICO, both for short-term as well as its long-term potential. Personally, I am rooting for this project to succeed because I would love to see more and more merchants accepting Ether as a form of payment.
Our thoughts of the tokens for short term and long term are as follows:
For short-term holding:
Good. The project has received a lot of media coverage which generated awareness. The current market conditions should help Monetha reaching hard cap with little problem.
For long-term holding:
Good. I believe cryptocurrency will gain popularity as a form of payment, and Monetha is well-positioned to benefit from this trend.
As a point of reference, Paypal processed close to $400 billion of transactions in the past 12 months. If Monetha becomes a success, there is a lot of potential for MTH.