CommunityStore

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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.


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


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

Development Calendar

Main Store:

  • Mock-up and Content Structure [approved]
  • [10/17] Design files and Feedback hand-off [done]
  • [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

Promotional Calendar

Pre-Launch:

  • [10/20] Update on all-hands call [done]
  • [10/20] Discuss PR outlets with Melissa [done]
    • 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 have been ordered and to arrive this week
  • [10/24] Second update blog post by 10/24, encouraging designs to begin.
  • [10/27] - 10/14] Tara OOO
  • [11/03] Submit request for Google Snippet
    • Graphic (Tara)
    • Polished copy (Jslater)
    • Sync with Goog (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]

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.
  • 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

Project Breakdown

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 via API.
  • All designs are reviewed (by Zazzle or Mozilla) for brand / style guidelines
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