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MozillaStore: Difference between revisions
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==The General Idea== | ==The General Idea== | ||
<p>There's a lot of demand for Mozilla & Firefox gear -- anecdotally, it's something we hear quite often, and we've seen evidence of demand whenever we have a new product as part of a donations campaign.</p> | <p>There's a lot of demand for Mozilla & Firefox gear -- anecdotally, it's something we hear quite often, and we've seen evidence of demand whenever we have a new product as part of a donations campaign.</p> | ||
<p>And in addition to the clear benefit of a | <p>And in addition to the clear benefit of a successful store -- donations revenue -- having a well-functioning, global store would be a great boost for community engagement and global brand awareness.</p> | ||
<p>The goal would be something that's as close to global as possible, offering a variety of conventional and inventive Mozilla and Firefox merchandise in a well-presented way. Potentially, MozSpaces could also become retail hubs and provide ways to test new concepts.</p> | <p>The goal would be something that's as close to global as possible, offering a variety of conventional and inventive Mozilla and Firefox merchandise in a well-presented way. Potentially, MozSpaces could also become retail hubs and provide ways to test new concepts.</p> | ||
==Rationale== | ==Rationale== | ||
There are three, core drivers behind the development of a public-facing Mozilla Gear Store: | |||
Revenue generator | |||
• Builds identity & engagement | |||
• People want it | |||
The Mozilla Store would be both a revenue center and a brand enhancer. | The Mozilla Store would be both a revenue center and a brand enhancer. | ||
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For users, access to broader gear -- currently, a Firefox t-shirt is the only item a member of the general public can get -- would provide new ways of identifying as an ally of the open web, and provide new and interesting ways for them to support the mission of building a better web. | For users, access to broader gear -- currently, a Firefox t-shirt is the only item a member of the general public can get -- would provide new ways of identifying as an ally of the open web, and provide new and interesting ways for them to support the mission of building a better web. | ||
==Revenue Model | ==Community Analysis (Demand)== | ||
<em>Comparable Initiatives</em> | |||
- Canonical, etc. | |||
<strong>[[JoinMozilla]] </strong><br> | |||
Our current t-shirt / donation order flow, mainly from Mozilla list. <br> | |||
<strong>[[GearStore]] </strong><br> | |||
Gear request for contributors and Remos. Powered by Merch Mania.<br> | |||
<strong>[[MozillaStore/Storefronts]]</strong><br> | |||
Selling merchandise in MozSpaces.<br> | |||
<strong>[[MozillaStore/Cafes]]</strong><br> | |||
Installations in cafes (MakeThingsDoStuff)<br> | |||
<em>Demand for Mozilla Gear</em> | |||
==The Store== | |||
<strong>Front End</strong> | |||
<strong>Product Offering</strong> | |||
==Products== | |||
[[MozillaStore/Products]] | |||
==Outreach & Engagement== | |||
<em>Narrative</em> | |||
<em>Channels</em> | |||
==The Budget== | |||
<em>Cost to Build</em> | |||
<em>Revenue Model</em> | |||
We have prepared a revenue model for the online store: | We have prepared a revenue model for the online store: | ||
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<strong>Variables:</strong><br> | <strong>Variables:</strong><br> | ||
<em>Projections</em> | |||
==Critical Success Factors== | |||
Long-term, the Mozilla Store must embody the following principles: | |||
<em>Mozilla-wide collaboration</em> | |||
<em>Global</em><br> | <em>Global</em><br> | ||
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<em>Localizability</em><br> | <em>Localizability</em><br> | ||
<p>Mozilla's community is global; the gear store needs to serve that community by offering global fulfillment and making localization possible for both language and currency.</p> | <p>Mozilla's community is global; the gear store needs to serve that community by offering global fulfillment and making localization possible for both language and currency.</p> | ||
<em>Donations and tax framework</em> | |||
==Vendor analysis== | ==Vendor analysis== | ||
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The analysis of each partner is here: [[MozillaStore/Vendors]] | The analysis of each partner is here: [[MozillaStore/Vendors]] | ||
==Recommended Path== | ==Recommended Path== | ||
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==Management Framework== | ==Management Framework== | ||
<em>The Team</em> | |||
The development team will be responsible for making the store works and is successful. | |||
The store will be bootstrapped with administrative, development, and community staff on loan. | The store will be bootstrapped with administrative, development, and community staff on loan. | ||
The platform that's chosen will affect ongoing staffing needs | The platform that's chosen will affect ongoing staffing needs | ||
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Attention requirements | Attention requirements | ||
This will depend on what is automatable, but someone will need to be consistently monitoring functionality and inventory, at a minimum. | This will depend on what is automatable, but someone will need to be consistently monitoring functionality and inventory, at a minimum. | ||
<em>Strategic Oversight</em> | |||
CMO, Head of Engagement, Head of Development | |||
<em>Ongoing Resource Requirements</em> | |||
There will be substantial up-front costs, to build the store itself and buy initial inventory. | There will be substantial up-front costs, to build the store itself and buy initial inventory. | ||