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 & Branding

• Continue to grow and establish the design community through a new channel of engagement
• Strengthen and spread Mozilla brand through customized / community generated products

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Contacts:
Main contact: Tara / JSlater
Contact at Zazzle: Tracy Clements
PR contact: Melissa
WebDev contact: Morgamic, Alex, Ryan
Q/A contact: stephend

• Test Plan

Legal contact: cBrady

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Project Bugs:

• NewStore Deployment:https://bugzilla.mozilla.org/show_bug.cgi?id=461393
• Zazzle Contract: https://bugzilla.mozilla.org/show_bug.cgi?id=438468
• Click agreement: https://bugzilla.mozilla.org/show_bug.cgi?id=449631
• Domain Name:https://bugzilla.mozilla.org/show_bug.cgi?id=460688

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Development Calendar

• https://wiki.mozilla.org/IT/Production_Acceptance/CommunityStore

This Timeline needs to be adjusted for a new target launch date of November 24th

Main Store:

• Mock-up and Content Structure [approved]
• [10/17] Design files and Feedback hand-off [in progress]
  • First mockups and files sent
  • First batch of copy, sent
• [11/07] Webdev to finish building the site.
• [11/14] Q/A to be complete

Zazzle Store:

• Product Placement [done]
  • New back designs to be provided (Tara) http://www.intothefuzz.com/2008/10/17/getfirefoxcom-vs-firefoxcom/
• [10/24] API Product templates complete [in process]
• [10/24] Store complete

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Promotional Calendar

Pre-Launch:

• [9/28] Initial blog post
  • http://musingt.com/?p=30

• [9/30] About:mozilla newsletter R1
  • http://developer.mozilla.org/devnews/index.php/2008/09/30/aboutmozilla-mobile-firefox-weave-data-logos-faqs-and-more/#mozilla

• [10/20] Update on all-hands call
• [10/20] Discuss PR outlets with Melissa
  • Sending Bloggers some shirt samples (Tara / Melissa )
  • Schedule conf call with Zazzle PR lead to discuss outreach / syncing up PR efforts (Tara)
  • Sync up with UK (Melissa)

• [10/21] Discuss Campus Rep outlets with Jay
  • create postcards (tbd)
  • SFX post (tbd)

• [10/23] Photoshoot for sample products, tentatively scheduled for 10/23
  • products are here
  • Models: Amie, Melissa, Laura, Ryan, Juan

• [10/24] Second update blog post by 10/24, encouraging designs to begin.

• [10/27] - 10/14] Tara OOO

• [11/03] Begin initial outreach to design schools and groups. (Tara / Slater)
  • JSlater to contact seneca art school
  • http://www.T-ShirtContests.com (contact is Matt)
  • http://news.deviantart.com/article/42926/
  • http://death-by-tshirt.blogspot.com/
  • http://www.thetshirtblog.com/
  • http://www.cottonable.com/
  • http://tcritic.com/
  • http://www.coloroverload.com/color-overload-t-shirt-designs-blog/

• [11/03] Submit request for Google Snippet
  • Graphic (Tara)
  • Polished copy (Jslater)
  • Sync with Goog + review with pkim (Rolo)

• [11/17] Tara back in office
• [11/17] Create Spreadfirefox group: "Mozilla Store Community of Designers"
  • Linking from TContest group
  • Providing a channel for discussion

• [11/19] Target Launch date , no later than [11/24-12/02]

Post-Launch:

• Submit request for about:mozilla newsletter R2 (Tara)
  • Article + Side graphic (currently links to original Store)

• Google Snippet (Rolo)

• Blogs
  • Entire marketing team to blog! cross link and go crazy.

• Zazzle Merch booths, widgets and more: http://www.zazzle.com/sell/promotion/tools

• Mozilla.com.
  • "about" page
  • "what's new"

• SFX: Featured Project (Alix)
• SFX: Campus Rep (Jay)

• Press outlets (Melissa)
  • Notify Bloggers of launch
    • Swagdog
    • Mashable
    • LifeHacker
    • etc...
  • Moz Blog
  • Twitter

• Zazzle: (Tracy/Tara)
  • Zazzle blog
  • Email blast to opted in members
  • Front page promo - temporary expos

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Looking Ahead:
Currently the Store will focus on a variety of t-shirt styles (still offering 400+ options to choose from). In the future, we can expand the design selections to:

• • 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/
  • Host design challenges or contests, keeping entire pool open to print.
  • Promotional merchandise created by us as limited items.
  • Including a set of images where people can mash up in a variety of ways. For example the Firefox Logo plus some fun elements they can stitch together. This is part of Zazzle's current offering
  • Including template shirts, where people can input their names and how they are involved with the Mozilla Project. "My name is ____ I work on ____". Something like that.

• • Of course, we can also expand the product lines to include a wide variety of other items.

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Project Breakdown

LEGAL

• Sign contract
• Finalize click agreement with cbrady

PRODUCTS

• Contact designers from contest pool to seed the store.
  • 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 400+ 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 / Mozilla Store
  • 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:
• Homepage [to be designed]
• Gallery [drafted]
• Design Preview page [to be designed]
• 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]
  • bug 460688
• Q/A [pending assignment]

UPLOAD TOOL

• Identify input fields [done]
  • Email (required)
  • Fname / Lname (search tag unless chosen to be anonymous)
  • Web portfolio / blog (for reference, no published due to security)
  • File (required) Auto detect very low res files.
  • Design name and/or tags (searchable)
  • Background display color (required)
    • JPG files will default to a white background. OK for printing.
    • PNG files need a background color
  • Upload preview
  • Term of Agreement
  • Privacy click option

• Admin Interface
  • Place all designs in queue via spreadsheet view
  • Allow for batch updates:
    • batch delete, approve, tag, theme, etc.

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

FLOW / WALKTHROUGH

• Main landing page is communitystore.mozilla.org
• Users can browse 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 via API.
• All designs are reviewed (by Zazzle or Mozilla) for brand / style guidelines

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