CommunityStore

Mozilla Community Store - Zazzle.com

Project Background:
Inspired by a T-shirt design contest held earlier this year ([1]), we're creating a new "Community" Store where Firefox fans from around the world can design, customize, and buy their own stuff - focusing initial launch on T-shirts/Apparel. We've partnered with Zazzle.com which offers high quality print-on demand services with global reach to help manage and host the store on their site.

The Community Store will be a side-kick to the official Mozilla Store, which currently has limitations in inventory and shipping - so our intention is not to compete, but foster the Firefox design community by opening our creative process a little more. The Mozilla Store will operate as usual and feature unique items not offered in the Community Store. Revenue generation is not a primary goal and all items will be sold at minimum cost. Proceeds will support the Mozilla Foundation.

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Project Goals:
Community Empowerment

• Continue to grow and establish the design community through a new channel of engagement

Branding

• Strengthen and spread Mozilla brand through customized / community generated products

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Promotional Calendar

Pre-Launch:

• [9/28] Initial blog post [done]
  • http://musingt.com/?p=30
• [9/30] About:mozilla newsletter R1 [done]
  • http://developer.mozilla.org/devnews/index.php/2008/09/30/aboutmozilla-mobile-firefox-weave-data-logos-faqs-and-more/#mozilla
• [by 10/24] Begin initial outreach to design schools, groups week of 10/19
• [10/23] Photoshoot for sample products, tentatively scheduled for 10/23
  • products have been ordered and to arrive this week
• [10/24] Second update blog post by 10/24, encouraging designs to begin.

Tara OOO from [10/25 - 10/14] Tara back in office [10/17] Target Launch date [11/19], no later than [11/24]

Post-Launch:

• about:mozilla newsletter (article & image)
  • Submit by [11/14] for the [11/18] release
• 2 weeks of Google snippet
  • Submit request 2 weeks in advance [11/5]
• Blogs (Tara, Slater, Asa?, others)
  • Announcing Launch
  • How it works, how to promote
• Facebook Merch Application
• Mozilla.com: about page, and "what's new"
• Spreadfirefox group - Featured projects
• Press outlets [tbd ]
• All-hands update

• Zazzle:
  • Zazzle blog
  • Email blast
  • Front page temporary promo

To Do List / General Progress

LEGAL

• Sign contract [done]
• Finalize click agreement with cbrady [pending]

PRODUCTS

• Contact designers from contest pool to seed the store. [done]
  • Resulting in 50+ designs/products
• Identify other design sources [done]
  • re-purposing designs from internal projects and campaigns such as Mozilla.com, Robot, etc such as those from Mozilla.com http://www.flickr.com/photos/intothefuzz/sets/72157606069938392/
  • Customizable "name" shirts. Perhaps a way for community members to say how they are involved with the project. "I'm ____ and I work on ____". These serve as templates which can be filled in and customized by anyone.
• Product line:
  • All T-shirt styles between women, men, and kids. Offering 300+ varieties.
  • Product placement and Store maintenance will be covered primarily by Zazzle team.
  • Product templates sent to Zazzle
  • Possibly including other merch categories in the future.

COMMUNITY STORE WEB PROPERTIES:

• Zazzle Store: zazzle.com/mozilla
  • Currently hidden
  • Will feature a limited number of products which will help increase visibility and sales within the established Zazzle community

• Main gallery hosted by us: communitystore.mozilla.org
• Design:
  • Color palette and style echoing Mozilla.com
  • Site / page layouts [done]
  • Main header banner [done - tbd]
• Pages elements:
  • Landing page / Gallery view. Customizable with category filters
  • Design Guidelines
  • Upload tool
  • Thank you / confirmation page
  • FAQ
  • About the Store
  • Tag Cloud / Tag Search

• Copy:
• Landing page [drafted]
• About page [drafted]
• FAQ [drafted]
• Design guidelines and steps [drafted]
• Upload tool [drafted]
• Thank you page [drafted]

DEVELOPMENT

• Bug File for domain name: CommunityStore.Mozilla.com [done]
• Q/A [pending assignment]

UPLOAD TOOL

• Identify input fields [done]
  • Email (required)
  • Fname / Lname
  • Web portfolio / blog
  • File (required)
  • Design name and/or tags
  • Background display color (required)
  • Upload preview
  • Term of Agreement
  • Privacy click option

• Build actual tool with webdev [pending]
  • First mockups reviewed, feedback provided

FLOW / WALKTHROUGH

• Main landing page is communitystore.mozilla.org
• Users can browser gallery by:
  • Featured products, recent, popular, category themes, all, or keyword search.
• Users can create their own design, we have guidelines to help them
• They can upload a design. Once uploaded the confirmation page gives two options:
  • Head back to the gallery
  • Head over to zazzle to customize, create and buy right now.
• All designs are reviewed (by Zazzle or Mozilla) for brand / style guidelines

Promotional Channels

• Blogs
• Planet
• About:Mozilla
  • article
  • side bar w/image ad
• SpreadFirefox (featured project/group)
• Mozilla Store (community spotlight)
• Zazzle blog / homepage / featured brands
• Google Snippet
• Social Networks
  • Facebook Group / Merch Application
  • Myspace Merch Application
  • HTML buttons
• Photoshoot with Rolo, using samples from the Store
• Press ? outreach to relevant blogs.
• Design schools/community outreach.
• Flickr Group
• WOM
• "what's new" on Mozilla.com
• "about" on Mozilla.com
• Google group for mailer list
• Campus Rep
• T-shirt blogs