Vision

• What we're building. Why. How it fits into overall picture

Goals

Grow a base of engaged users for Webmaker (product and marketing teams)

• Expand platform offering to reach learners directly
• Increase size of user funnel through summer campaign, viral and Firefox channels
• Expand to additional platforms:
  • Mobile - Create Webmaker app for distribution across Firefox OS and Android
  • Tablet - Build on existing web property to address tablet browser users and ensure viability in classrooms
  • Firefox - Experiment with integrating Webmaker into Firefox directly
• Quality of learning & teaching? Is there a goal here? (shared w. Mentor Team?)

[where should these bullets go?]

• Emphasize mobile: few competitors here, key to emerging markets growth
• Lower the bar: build user onboarding that gets people making / learning quickly
• Engagement: build mentorship and social into product. Create sticky engagement
• Participation: add online mentoring, leverage our existing mentor networks

Before & After

• Before. Where do we stand now? (one paragraph)
• After. What this will look like in Dec 2015? (one paragraph)

KPIs

• Engagement. Refocus the product to address the broad audience of learners. Lower barrier to participation. Build community features that encourage sustained involvement. (Product Team)
  • Q1 - Increase conversion of unique visitors (UVs) to active users (AU) from 2.07% to 5%
  • Q2 - Increase 7-day retention of active users (AU) from 4.36% to 10%
  • Q3 - Increase 7-day retention of active users (AU) from 4.36% (10%) to 20%
  • Q4 - Increase 30-day retention of active users (AU) from 1.37% to 8%

• Growth. Expand product to additional platforms including mobile and Firefox. Use summer campaign, viral and Firefox channels to increase size of potential user funnel. (Product + Marketing Teams)
  • Increase 30-day unique visitor # (MUV) by 67%. (Baseline = ~1.8M) (excluding snipppet-driven traffic)

• Impact. Increase # of mentors. Add value to established mentors teaching in external contexts. Add online mentoring in product. (Product + Mentor Teams)
  • Product team: Increase % of users “mentoring” within Webmaker to 4% of MAU. Baseline = 0.57%
  • Mentor team: ___

Key Initiatives

Build rich online learning experiences. Like we deliver offline with Maker Party. Create software that helps users a) make content and b) learn / mentor along the way

• Launch Webmaker App. On Firefox OS and Android.
  • Make it easy to create web-native apps and content
  • Integrate a chat / social component. Makes it easy for people to learn and mentor using the app.
  • Roll this experience back onto the desktop Webmaker.org site
  • Consider tightly tying to Firefox (depending on interest)
  • Leverage much of what already exists in Webmaker: Webmaker accounts; MakeDrive filesystem; Appmaker brick / web component model; X-Ray Goggles; brand and UX elements
    • Target market: learners and mentors, initially on Android and Firefox OS

• Webmaker.org
  •  ???

Milestones

• Q1: Online mentoring in mobile app -- first asynchronous, then real time: unlock conversion & network effect
• Q1: public launch of mobile app / partnerships at MWC: unlock industry alignment & mozilla-wide alignment

Key Collaborations / Dependencies

• Mentor Team: mentor team input on requirements. Field testing the app /app templates and developing supporting curriculum. Also: Designing ways for mentors to participate online, like they have offline with Maker Parties.
• Seneca College: continued funding and students from Seneca College to work on the development.
• Marketing and BD: MoCo and MoFo marketing teams for promotion at the top of the funnel (e.g., creating uniques to convert). Also, BD deals with carriers as part of Mobile Opportunity? Need more detail?
• FXOS: the idea of shipping Webmaker App as a default with FXOS has been on the table for a while now. Do we want to do this?

Links

• Product presentation http://mzl.la/product_planning
• Product presentation questions https://prod.etherpad.mozilla.org/2015