Philip Rosedale, co-founder of Coffee & Power, speaks at the 2012 Crowd Conference in downtown San Francisco, Oct 23, 2012. Mo

1. Philip Rosedale
Founder + Chairman, Second Life/Linden Lab
Co-founder, Coffee & Power
Crowd Conference | Oct. 23, 2012
Worklist Case Study
@philiplinden
philip@coffeeandpower.com
Thursday, October 25, 12 1

2. Thursday, October 25, 12 2
The first reason I decided to experiment with decentralized management systems was the
complexity of Second Life. I didn’t think that we would be able to do it with a standard,
centrally planned approach.
We were going to build something a lot more complicated than a modern operating system,
and I didn’t think we’d be able to raise much more than $10M to build it.

3. “It just doesn’t make sense to say - as
the democratic revolutionaries do -
that people can govern themselves ...
People can try, you think, but it
certainly couldn’t work as well as
having a wise and just king.”
G Boa
Ki CE
Subj Empl
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Also, as we were building Second Life, and questions about it’s own economy and community
started emerging. For ex: Death and Life, Mystery of Capital, Future of work.
In a sense, I decided to make my company into a crowd and a marketplace.

4. Text
Text
worklist 1.0
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What if you started a company with a public-editable google spreadsheet full of stuff you
needed done?
People put their names next to things they wanted to do, and also what they wanted to be
paid.
Next we added in work from Elance, Odesk, and other online freelancing systems.

5. worklist 2.0
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Finally, we built our own solution, called the worklist:
chat environment so people can help each other learn
simple/fast microtask bidding system

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Key features:
GitHub integration, Source code visible before you bid, even for a first-timer
All fees transparent to all
Code review by someone else, automated % fee.

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Key features:
Total earnings, bonus, on-time

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With such high transparency, sometimes the problem is actually getting people to charge
enough.
You can also see how we were able to add/subtract resources as needed.

9. Coffee & Power 2.0
as built by Worklist.net:
- 10 Months
- 60 Contributors
- $212,000
864 Jobs (4.3 per work day)
Average $245 / Job
11 people managing jobs
28 people creating jobs
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$80K went to our in-house/FTE team
We were able to build a beautiful product without much central control
We got more people engaged in design and management
Code quality is fine
We are able to burst to higher goals

10. www.coffeeandpower.com
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