The document summarizes Mozilla Foundation's board meeting in April 2015. It discusses the organization's priorities and progress for the year. Key points include: - 2015 priorities are to deepen learning networks, build a mass appeal learning product, and craft an ambitious learning strategy called Mozilla Academy. - Programs are reviewed, including questions around adopting common metrics, rationalizing brands, and the go-to-market strategy for the new Webmaker app. - Progress on goals for Q1 is shared, including expanding learning networks and clubs, increasing engagement with the Webmaker app, and securing funding. Upcoming Q2 goals are also outlined. - Updates are provided on leadership programs, community work, and

1. April 2015
Mozilla Foundation
Board Meeting

2. Section 1
2015 overview

3. Context
In December 2014, the board approved a
budget and a broad ‘Mozilla Learning’ plan.
Goal for this discussion: shared understanding
of MoFo priorities and board workflow for 2015.

4. Mozilla-wide goals
Vision
Internet = public resource open and accessible to all.
How?
Build products and empower people.
KPI
Long-term relationships we hold
that help people and promote the open web.

5. MoFo’s focus
We empower citizens of the Web by sharing the
most important skills of our era: the ability to
read, write and participate in the digital world.
We also build leaders and create communities
committed to shaping the future of the web.

6. MoFo’s focus
We empower citizens of the Web by sharing the
most important skills of our era: the ability to
read, write and participate in the digital world.
a.k.a.
web
literacy

7. 2015 MoFo priorities
Deepen learning networks (500 cities) and build
mass appeal learning product (250k MAUs).
Craft ambitious learning and community
strategy (aka ‘Mozilla Academy’ plan).
Maintain at least $20M+ in Mozilla assets while
modestly growing revenue and programs.

8. 2015 MoFo priorities
Deepen learning networks (500 cities) and build
mass appeal learning product (250k MAUs).
Clubs / Hive /
Curriculum
Webmaker
app

9. 2015 Overview
2014 Q1 Q2 Q3 Q4 2016
Mozilla
Learning
Plan v1
Clubs|Webmaker|Fellows|etc.
Mozilla
Learning
Plan v2
‘Mozilla Academy’ Strategy

10. 2015 Board Workflow
2014 Q1 Q2 Q3 Q4 2016
Mozilla
Learning
Plan v1
Mozilla
Learning
Plan v2
2015
Plan +
Budget
2016
Plan +
Budget
2016
Strategy
Retreat
Moz
Academy
Overview
Program
Update
MoCo
Update
March April June October

11. Section 2
Program Review

12. Context
Over the past month, we have done a series of
program review meetings.
Goal for this discussion: share update on key
issues from program reviews.

13. 2015 MoFo priorities
Deepen learning networks (500 cities) and build
mass appeal learning product (250k MAUs).
Craft ambitious learning and community
strategy (aka Mozilla Academy plan).
Maintain at least $20M+ in Mozilla assets while
modestly growing revenue and programs.

14. 2015 MoFo priorities
Goal 2015 KPI Current status
Deepen learning networks 500 cities 97 (April 14) *
Mass appeal learning product 250k MAUs 37,917 (April 14)
Mozilla Academy plan Vision, brand and plan in place Internal discussion started
w/ teams and outside advisors
Maintain unrestricted net assets $20M in assets at year end $22.7M in unrestricted net
assets at Jan 1, 2015
* all cities w/ ongoing learning network activity, Clubs, Hives, etc.

15. Q1 goals
Goal Q1 Goal Status
Deepen learning networks Test Mozilla Clubs model and
curriculum in 20 cities
24 at end of March
Mass appeal learning product Increase conversion rate of UV
to AU (from 2.2% to +5%)
8.14%*
Mozilla Academy plan Vision, brand and plan in place Internal discussion started
w/ teams and outside advisors
Maintain unrestricted net assets New fundraising leader in place Complete, working on team
transition
* primarily a test of marketing message on desktop site

16. Q2 goals
Goal Q2 Goal Comments
Deepen learning networks Increase # of Mozilla Clubs
to 100.
Launch teach.mozilla.org.
Train 10 regional coordinators.
Mass appeal learning product Launch Webmaker for Android.
7-day retention target: 10%
Focus on mobile only. New
desktop offering coming in Q3.
Mozilla Academy plan Initial vision document /
strategy shared at Whistler.
Extensive strategy work incl.
10 expert meetings underway.
Maintain unrestricted net assets $2.5M+ new funding secured
learning networks (e.g. Hive)
Also: work on EOY, mid-level,
major gift feasibility.

17. Program review questions
1. North star metric: do we need a common metric
all programs are using? (e.g., relationships)
2. Brand: do we need to rationalize the naming and
branding across our programs?
3. Webmaker go-to-market: what are our priority
market segments for the app?

18. 1. North star metric
Reviews highlighted the lack of comparable metrics
across programs. We knew from the 2015 planning,
but stood out as problem during program reviews.
Management proposal: require programs to have at
least one core metric that ties to the Mozilla-wide
‘relationships that advance the open web’ KPI.

19. North star metric
Have to figure out this tension:
it’s not only about scale.
Depth
impact of
relationships
Scale
# of
relationships

20. 2. Brand
Reviews highlighted confusion about our learning
brands (Hive, Clubs, Webmaker, Maker Party). Also,
re: naming of our community programs (Mozilla
Advocacy vs. Ford-Mozilla Fellows).
Management proposal: common brand architecture
for our learning and community programs by EOY.

21. 2. Brand
brand
promise
what the
world needs
what we
have to offer

22. 2. Brand
brand
promise?
know-how
opportunity
prestige
expertise
empowerment
impact

23. 3. Webmaker go-to-market
Reviews highlighted that a) we haven’t socialized the
new Webmaker app vision and b) we may be
thinking too broadly on possible target markets.
Management proposal: finished GTM, focus on
youth / educators in select emerging markets (p1)
plus generic global English audience (test case).

24. 3. Webmaker: backing up to ‘why?’
Initial impulse: respond to emerging markets
demand for web literacy and interest in Webmaker.
Research showed: web is irrelevant in places where
people only use internet on mobile. Hunger for local
content, but currently only created / consumed on
Facebook.
Also: no good tools for teaching web on mobile.

25. 3. Webmaker: an ‘app’
For 2015: develop mass appeal content creation and
remix product to meet these needs.
Can be used entirely from smartphones, focused on
creativity/local content and meets teaching need.
Branded as ‘Webmaker’. Older tools either
deprecated (Popcorn, Appmaker) or adapted to
teaching use (X-ray Goggles, Thimble).

26. 3. Webmaker: for whom?
Target: Generation Share. Ages 14-24. All social, all the
time. Skilled at Facebook, not currently coding.
Intermediate: Tech4Good, MozFans, Indie Parents. 18-
45. Spread the message and get people to try app.
Initial markets: Bangladesh, Kenya, Indonesia, Brazil
(targeted campaigns) and generic English (global).

27. 2014 Q1 Q2 Q3 Q4 2016
Split
Webmaker:
software vs.
curriculum
Initial
mobile
app
Grow?
Refocus?
Stop?
Add
social
layer
Desktop
version
release
Android
version
release
MWC
alpha
release
March June September November
3. Webmaker: when?
Marketing
Wave #1
Marketing
Wave #2

28. Section 4
Q1 status updatenon-verbal but feel free to ask questions

29. 2015 Board Workflow
2014 Q1 Q2 Q3 Q4 2016
Mozilla
Learning
Plan v1
Mozilla
Learning
Plan v2
2015
Plan +
Budget
2016
Plan +
Budget
2016
Strategy
Retreat
Moz
Academy
Overview
Program
Update
MoCo
Update
March April June October

30. 2015 targets and progress
Goal 2015 KPI Current status
Deepen learning networks 500 cities 97 (April 14) *
Mass appeal learning product 250k MAUs 37,917 (April 14)
‘Mozilla Academy’ plan Vision, brand and plan in place Internal discussion started
w/ teams and outside advisors
Maintain unrestricted net assets $20M in assets at year end $22.7M in unrestricted net
assets at Jan 1, 2015
* all cities w/ ongoing learning network activity, Clubs, Hives, etc.

31. Q1 Learning Products highlights
● Launched Webmaker app at MWC
● 4x conversion rate on Desktop
● Completed market research in Bangladesh,
Kenya, India, Brazil

32. Q1 goals: Learning Products
Q1 goal Current status Comments
Increase conversion rate of UV to
AU (from 2.2% to +5%)
8.14% Successfully tested value proposition for
end users / learners (vs. teachers)
Demo Webmaker app at MWC Complete Strong interest from NGOs, Facebook, et al.;
weak interest from MNOs.
Prototype 5 “Firefox for Making”
concepts
7 concepts + 2
prototypes
complete
Prototypes were interesting, but shifting FF +
FFOS strategy require rethinking this thread.

33. Q2 goals: Learning Products
Q2 goal Current status Comments
Launch Webmaker for Android.
7-day retention target: 10%
On track Conversion from visit to install hard to
predict. New desktop offering coming in Q3.

34. Q1 Learning Networks highlights
● Developed teach.mozilla.org, launching in April
● Beta tested curriculum for Mozilla Clubs in 24 cities
● Added 4 new Hive network cities

35. Q1 goals: Learning Networks
Q1 goal Current status Comments
Test new Webmaker Clubs model
in 20 cities
24 Developed and tested “Web Literacy basics”
curriculum.
Increase # of Hive cities from 7 to
10
11 Added Vancouver, Denver, Mombasa,
Bangalore.
Retain volunteers recruited last
year (goal 4k)
2,486 Better CRM / data collection will aid
retention going forward.

36. Q2 goals: Learning Networks
Q2 goal Current status Comments
Increase # of Mozilla Web Clubs to
100
24 Train 10 Regional Coordinators. Strengthen
connection between Clubs and Hives.
Increase # of Hive networked
cities to 15
11 Ship local fundraising toolkit. Develop more
best-of examples of Hive models and
projects.
Develop new curriculum On track For Privacy, Mobile and “Teach like Mozilla”

37. Q1 Leadership and Community highlights
● $3.7M in funding secured from Ford Foundation
for Open Web Fellowship program.
● Open News set to launch Coral projet w. NYT
and Washington Post.
● Science Lab scaled up instructor training and
launched new web platform.
● Also, MoFo / Mark making progress w/ Mitchell
on broader Mozilla Participation plan.

38. Q1 goals: Leadership and Community
Q1 goal Current status Comments
Open News:
Prepare for Coral launch
Underway Hired project lead, finished legal work.
MOUs with news partners taking longer
than expected.
Science Lab:
Prepare for Fellowship launch
Complete Shipped new website and collaboration
platform. Collected input from community.
Advocacy:
Complete selection process for
Open Web Fellowships
Complete 550+ applicants from 87 countries. Began
selecting and matching process with host
organizations.

39. Q2 goals: Leadership and Community
Q2 goal Current status Comments
Open News:
Launch Fellowships; select 2016
partners.
On track 6 news partners + Coral project
Science Lab:
Launch Fellowship program
On track
Advocacy:
Kick off 2015 class of Open Web
Fellows
On track Announcing in May, on-boarding in June.
Also launching adjacent “Tech Exchange”
program.

40. Q1 Fundraising highlights
● Fundraising Team consolidated under new
interim VP, Fundraising (Rebecca Davies).
● $7.9M in grant proposals submitted, incl. $3.6M
secured (Ford, DML Trust, Susan Crown).
● Additional $4.6M in grants pipeline (incl. NSF,
MacArthur, IMLS, Mastercard, Gates, Ford).
● Note: next phase of Hive work hinges on
MacArthur and NSF grant approvals.

41. Q1 goals: Fundraising
Q1 goal Current status Comments
Support, focus and strengthen
fundraising team
Complete,
working on team
transition
Team focused around grants, small-
dollar/annual giving and campaigning, and
major gifts under leadership of new interim
VP, Fundraising.
$10M in 2015 grants pipeline $12.5M in 2015
grants pipeline
This number includes secured grants in Q1
2015, submitted grant proposals, as well as
applications and opportunities at various
stages of development.
Grow and strengthen small-dollar
fundraising and campaign team
Hiring process
underway
Fundraising Associate will enhance retention
by implementing donor care programs;
Global Campaigner will bring expertise to
move people to take action.

42. Q2 goals: Fundraising
Q2 goal Current status Comments
$2.5M+ in grants secured for core
Learning Networks work
~$2M currently in
the pipeline
Includes applications to MacArthur
Foundation, NSF, World Bank, among
others.
Establish plan for year-round
small-dollar fundraising
campaigns in selected non-North
American markets
On track France, Germany and Brazil are planned for
initial evaluation.
Assess feasibility of a major gifts
program for Mozilla Foundation
On track Audit and assessment (data, program, case
for support) completed; initial
recommendations presented.

43. April 2015
Mozilla Foundation
Board Meeting