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Mozilla Foundation: April 2015 Board Presentation

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Mozilla Foundation: April 2015 Board Presentation

  1. 1. April 2015 Mozilla Foundation Board Meeting
  2. 2. Section 1 2015 overview
  3. 3. 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.
  4. 4. Mozilla-wide goals Vision Internet = 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.
  5. 5. 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.
  6. 6. 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
  7. 7. 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.
  8. 8. 2015 MoFo priorities Deepen learning networks (500 cities) and build mass appeal learning product (250k MAUs). Clubs / Hive / Curriculum Webmaker app
  9. 9. 2015 Overview 2014 Q1 Q2 Q3 Q4 2016 Mozilla Learning Plan v1 Clubs|Webmaker|Fellows|etc. Mozilla Learning Plan v2 ‘Mozilla Academy’ Strategy
  10. 10. 2015 Board Workflow 2014 Q1 Q2 Q3 Q4 2016 Mozilla Learning Plan v1 Mozilla Learning Plan v2 2015 Plan + Budget 2016 Plan + Budget 2016 Strategy Retreat Moz Academy Overview Program Update MoCo Update March April June October
  11. 11. Section 2 Program Review
  12. 12. 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.
  13. 13. 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.
  14. 14. 2015 MoFo priorities 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.
  15. 15. 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
  16. 16. 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.
  17. 17. 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?
  18. 18. 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.
  19. 19. North star metric Have to figure out this tension: it’s not only about scale. Depth impact of relationships Scale # of relationships
  20. 20. 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.
  21. 21. 2. Brand brand promise what the world needs what we have to offer
  22. 22. 2. Brand brand promise? know-how opportunity prestige expertise empowerment impact
  23. 23. 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).
  24. 24. 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.
  25. 25. 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).
  26. 26. 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).
  27. 27. 2014 Q1 Q2 Q3 Q4 2016 Split Webmaker: software vs. curriculum Initial mobile app Grow? Refocus? Stop? Add social layer Desktop version release Android version release MWC alpha release March June September November 3. Webmaker: when? Marketing Wave #1 Marketing Wave #2
  28. 28. Section 4 Q1 status updatenon-verbal but feel free to ask questions
  29. 29. 2015 Board Workflow 2014 Q1 Q2 Q3 Q4 2016 Mozilla Learning Plan v1 Mozilla Learning Plan v2 2015 Plan + Budget 2016 Plan + Budget 2016 Strategy Retreat Moz Academy Overview Program Update MoCo Update March April June October
  30. 30. 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.
  31. 31. Q1 Learning Products highlights ● Launched Webmaker app at MWC ● 4x conversion rate on Desktop ● Completed market research in Bangladesh, Kenya, India, Brazil
  32. 32. 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.
  33. 33. Q2 goals: Learning Products Q2 goal Current status Comments 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.
  34. 34. 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
  35. 35. Q1 goals: Learning Networks Q1 goal Current status Comments 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.
  36. 36. Q2 goals: Learning Networks Q2 goal Current status Comments 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”
  37. 37. 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.
  38. 38. Q1 goals: Leadership and Community Q1 goal Current status Comments 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.
  39. 39. Q2 goals: Leadership and Community Q2 goal Current status Comments 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.
  40. 40. 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.
  41. 41. Q1 goals: Fundraising Q1 goal Current status Comments 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.
  42. 42. Q2 goals: Fundraising Q2 goal Current status Comments $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.
  43. 43. April 2015 Mozilla Foundation Board Meeting

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