mozilla foundation: april 2015 board presentation

April 2015Mozilla Foundation

Board Meeting

Section 1

2015 overview

Context

In December 2014, the board approved a budget and a broad ‘Mozilla Learning’ plan.

Goal for this discussion: shared understanding of MoFo priorities and board workflow for 2015.

Mozilla-wide goals

VisionInternet = public resource open and accessible to all.

How? Build products and empower people.

KPI Long-term relationships we hold that help people and promote the open web.

MoFo’s focus

We empower citizens of the Web by sharing the most important skills of our era: the ability to read, write and participate in the digital world.

We also build leaders and create communities committed to shaping the future of the web.

MoFo’s focus

We empower citizens of the Web by sharing the most important skills of our era: the ability to read, write and participate in the digital world.

a.k.a.web

literacy

2015 MoFo priorities

Deepen learning networks (500 cities) and build mass appeal learning product (250k MAUs).

Craft ambitious learning and community strategy (aka ‘Mozilla Academy’ plan).

Maintain at least $20M+ in Mozilla assets while modestly growing revenue and programs.



Clubs / Hive / Curriculum

Webmakerapp

2015 Overview

2014 Q1 Q2 Q3 Q4 2016

Mozilla Learning Plan v1

Clubs|Webmaker|Fellows|etc.

Mozilla Learning Plan v2‘Mozilla Academy’ Strategy

2015 Board Workflow

2014 Q1 Q2 Q3 Q4 2016



2015Plan +Budget

2016Plan +Budget

2016StrategyRetreat

MozAcademyOverview

ProgramUpdate

MoCoUpdate

March April June October

Section 2

Program Review

Context

Over the past month, we have done a series of program review meetings.

Goal for this discussion: share update on key issues from program reviews.



Craft ambitious learning and community strategy (aka Mozilla Academy plan).

Maintain at least $20M+ in Mozilla assets while modestly growing revenue and programs.


Goal 2015 KPI Current status

Deepen learning networks 500 cities 97 (April 14) *

Mass appeal learning product 250k MAUs 37,917 (April 14)

Mozilla Academy plan Vision, brand and plan in place Internal discussion started w/ teams and outside advisors

Maintain unrestricted net assets $20M in assets at year end $22.7M in unrestricted net assets at Jan 1, 2015

* all cities w/ ongoing learning network activity, Clubs, Hives, etc.

Q1 goals

Goal Q1 Goal Status

Deepen learning networks Test Mozilla Clubs model and curriculum in 20 cities

24 at end of March

Mass appeal learning product Increase conversion rate of UV to AU (from 2.2% to +5%)

8.14%*

Mozilla Academy plan Vision, brand and plan in place Internal discussion started w/ teams and outside advisors

Maintain unrestricted net assets New fundraising leader in place Complete, working on team transition

* primarily a test of marketing message on desktop site

Q2 goals

Goal Q2 Goal Comments

Deepen learning networks Increase # of Mozilla Clubs to 100.

Launch teach.mozilla.org. Train 10 regional coordinators.

Mass appeal learning product Launch Webmaker for Android. 7-day retention target: 10%

Focus on mobile only. New desktop offering coming in Q3.

Mozilla Academy plan Initial vision document / strategy shared at Whistler.

Extensive strategy work incl. 10 expert meetings underway.

Maintain unrestricted net assets $2.5M+ new funding secured learning networks (e.g. Hive)

Also: work on EOY, mid-level, major gift feasibility.

Program review questions

1. North star metric: do we need a common metric all programs are using? (e.g., relationships)

2. Brand: do we need to rationalize the naming and branding across our programs?

3. Webmaker go-to-market: what are our priority market segments for the app?

1. North star metric

Reviews highlighted the lack of comparable metrics across programs. We knew from the 2015 planning, but stood out as problem during program reviews.

Management proposal: require programs to have at least one core metric that ties to the Mozilla-wide ‘relationships that advance the open web’ KPI.

North star metric

Have to figure out this tension: it’s not only about scale.

Depthimpact of

relationships

Scale# of

relationships

2. Brand

Reviews highlighted confusion about our learning brands (Hive, Clubs, Webmaker, Maker Party). Also, re: naming of our community programs (Mozilla Advocacy vs. Ford-Mozilla Fellows).

Management proposal: common brand architecture for our learning and community programs by EOY.

2. Brand

brandpromise

what the world needs

what wehave to offer

2. Brand

brandpromise?

know-howopportunityprestige

expertiseempowermentimpact

3. Webmaker go-to-market

Reviews highlighted that a) we haven’t socialized the new Webmaker app vision and b) we may be thinking too broadly on possible target markets.

Management proposal: finished GTM, focus on youth / educators in select emerging markets (p1) plus generic global English audience (test case).

3. Webmaker: backing up to ‘why?’

Initial impulse: respond to emerging markets demand for web literacy and interest in Webmaker.

Research showed: web is irrelevant in places where people only use internet on mobile. Hunger for local content, but currently only created / consumed on Facebook.

Also: no good tools for teaching web on mobile.

3. Webmaker: an ‘app’

For 2015: develop mass appeal content creation and remix product to meet these needs.

Can be used entirely from smartphones, focused on creativity/local content and meets teaching need.

Branded as ‘Webmaker’. Older tools either deprecated (Popcorn, Appmaker) or adapted to teaching use (X-ray Goggles, Thimble).

3. Webmaker: for whom?

Target: Generation Share. Ages 14-24. All social, all the time. Skilled at Facebook, not currently coding.

Intermediate: Tech4Good, MozFans, Indie Parents. 18-45. Spread the message and get people to try app.

Initial markets: Bangladesh, Kenya, Indonesia, Brazil (targeted campaigns) and generic English (global).

2014 Q1 Q2 Q3 Q4 2016

Split Webmaker:software vs.curriculum

Initialmobile app

Grow?Refocus?Stop?

Addsociallayer

Desktopversionrelease

Androidversionrelease

MWCalpharelease

March June September November

3. Webmaker: when?

Marketing Wave #1

Marketing Wave #2

Section 4

Q1 status updatenon-verbal but feel free to ask questions

2015 Board Workflow

2014 Q1 Q2 Q3 Q4 2016



2015Plan +Budget

2016Plan +Budget

2016StrategyRetreat

MozAcademyOverview

ProgramUpdate

MoCoUpdate

March April June October

2015 targets and progress

Goal 2015 KPI Current status

Deepen learning networks 500 cities 97 (April 14) *

Mass appeal learning product 250k MAUs 37,917 (April 14)

‘Mozilla Academy’ plan Vision, brand and plan in place Internal discussion started w/ teams and outside advisors

Maintain unrestricted net assets $20M in assets at year end $22.7M in unrestricted net assets at Jan 1, 2015

* all cities w/ ongoing learning network activity, Clubs, Hives, etc.

Q1 Learning Products highlights

● Launched Webmaker app at MWC● 4x conversion rate on Desktop● Completed market research in Bangladesh,

Kenya, India, Brazil

Q1 goals: Learning Products

Q1 goal Current status Comments

Increase conversion rate of UV to AU (from 2.2% to +5%)

8.14% Successfully tested value proposition for end users / learners (vs. teachers)

Demo Webmaker app at MWC Complete Strong interest from NGOs, Facebook, et al.; weak interest from MNOs.

Prototype 5 “Firefox for Making” concepts

7 concepts + 2 prototypes complete

Prototypes were interesting, but shifting FF + FFOS strategy require rethinking this thread.

Q2 goals: Learning Products


Launch Webmaker for Android. 7-day retention target: 10%

On track Conversion from visit to install hard to predict. New desktop offering coming in Q3.

Q1 Learning Networks highlights

● Developed teach.mozilla.org, launching in April● Beta tested curriculum for Mozilla Clubs in 24 cities● Added 4 new Hive network cities

Q1 goals: Learning Networks


Test new Webmaker Clubs model in 20 cities

24 Developed and tested “Web Literacy basics” curriculum.

Increase # of Hive cities from 7 to 10

11 Added Vancouver, Denver, Mombasa, Bangalore.

Retain volunteers recruited last year (goal 4k)

2,486 Better CRM / data collection will aid retention going forward.

Q2 goals: Learning Networks


Increase # of Mozilla Web Clubs to 100

24 Train 10 Regional Coordinators. Strengthen connection between Clubs and Hives.

Increase # of Hive networked cities to 15

11 Ship local fundraising toolkit. Develop more best-of examples of Hive models and projects.

Develop new curriculum On track For Privacy, Mobile and “Teach like Mozilla”

Q1 Leadership and Community highlights

● $3.7M in funding secured from Ford Foundation for Open Web Fellowship program.

● Open News set to launch Coral projet w. NYT and Washington Post.

● Science Lab scaled up instructor training and launched new web platform.

● Also, MoFo / Mark making progress w/ Mitchell on broader Mozilla Participation plan.

Q1 goals: Leadership and Community


Open News: Prepare for Coral launch

Underway Hired project lead, finished legal work. MOUs with news partners taking longer than expected.

Science Lab:Prepare for Fellowship launch

Complete Shipped new website and collaboration platform. Collected input from community.

Advocacy:Complete selection process for Open Web Fellowships

Complete 550+ applicants from 87 countries. Began selecting and matching process with host organizations.

Q2 goals: Leadership and Community


Open News:Launch Fellowships; select 2016 partners.

On track 6 news partners + Coral project

Science Lab:Launch Fellowship program

On track

Advocacy: Kick off 2015 class of Open Web Fellows

On track Announcing in May, on-boarding in June. Also launching adjacent “Tech Exchange” program.

Q1 Fundraising highlights

● Fundraising Team consolidated under new interim VP, Fundraising (Rebecca Davies).

● $7.9M in grant proposals submitted, incl. $3.6M secured (Ford, DML Trust, Susan Crown).

● Additional $4.6M in grants pipeline (incl. NSF, MacArthur, IMLS, Mastercard, Gates, Ford).

● Note: next phase of Hive work hinges on MacArthur and NSF grant approvals.

Q1 goals: Fundraising


Support, focus and strengthen fundraising team

Complete, working on team transition

Team focused around grants, small-dollar/annual giving and campaigning, and major gifts under leadership of new interim VP, Fundraising.

$10M in 2015 grants pipeline $12.5M in 2015 grants pipeline

This number includes secured grants in Q1 2015, submitted grant proposals, as well as applications and opportunities at various stages of development.

Grow and strengthen small-dollar fundraising and campaign team

Hiring process underway

Fundraising Associate will enhance retention by implementing donor care programs; Global Campaigner will bring expertise to move people to take action.

Q2 goals: Fundraising


$2.5M+ in grants secured for core Learning Networks work

~$2M currently in the pipeline

Includes applications to MacArthur Foundation, NSF, World Bank, among others.

Establish plan for year-round small-dollar fundraising campaigns in selected non-North American markets

On track France, Germany and Brazil are planned for initial evaluation.

Assess feasibility of a major gifts program for Mozilla Foundation

On track Audit and assessment (data, program, case for support) completed; initial recommendations presented.

April 2015Mozilla Foundation

Board Meeting