Closed Bug 1001872 Opened 10 years ago Closed 10 years ago

Add "regions" to Gauntlet and document new markets approach

Categories

(Webmaker Graveyard :: General, defect)

defect
Not set
normal

Tracking

(Not tracked)

RESOLVED FIXED

People

(Reporter: matt, Assigned: ben)

References

Details

(Whiteboard: [allhands][global])

* Document our plan for new markets 

* here: https://etherpad.mozilla.org/New-Markets 

* and link to it from here: https://wiki.mozilla.org/Webmaker/Markets 

* NOTE: if this already exists, just relevant links so we can more easily discover and track
Assignee: nobody → ben
Summary: Document our plan for new markets → Add "regions" to Gauntlet and document new markets approach
Getting hashed out here: https://etherpad.mozilla.org/global

Background:
We are very North America-centric. Drumbeat programs were North American. Hive, our retail strategy, is North American.
We decided to try a UK strategy. The approach was ecosystemic. http://makethingsdostuff.co.uk/ Made money, hard to take it.
A lot of Mozilla’s impact opportunity is in developing markets (see Firefox OS). Firefox OS 2014 strategy is about Volume (Southeast Asia, target 9 million units) and Story (Latin America, target 1 million units). We share community marketing / groundgame with these folks, and it makes sense to try and integrate Reps and Webmaker into these regional pushes.
Nonetheless, there are real cultural differences between how MoCo and MoFo would approach social enterprise. Good teaching and co-design vs. legacy understanding of philanthropy.
Webmaker is emerging as the key driver of Mozilla-wide 1 Million Mozillians initiative https://etherpad.mozilla.org/million-mozillians-quarter-by-quarter
Lots of systems building, protocol coming together: https://wiki.mozilla.org/Webmaker/Roadmap
Assumptions:
1. Region is a useful analytic frame for organizing new opportunities. We have regional Mozilla leaders, there are regional funders, there are regional advantages and unique factors.
2. Partnership practice: we will be developing a culture of distributing fundraising, so that we don’t need to be a bottleneck for the work we are about to articulate. That means that someone working in Uruguay could theoretically start her own Mozilla program, if we provide enough support structure.
3. Long term work: all of this is teeing up 2 year pipelines. We meet now so that things will be in place in 2015 and 2016. State-level conversations; seeing memes; Appmaker emerging as most important new Mozilla software
4. We’re not just thinking “pan-Mofo;” we are thinking “pan-Mozilla”; a world in which Firefox OS phones, Webmaker, grassroots organizing are all linked and integrated, and in which we’re activating new Mozillians to be the change we want to see. got to aspire to being the right opportunity trigger for the Bangladeshi kid who’s getting his first mobile phone.
5. Each place has a different context. We enable local people to build from the ground up with values and local reality. Brazil might be LAN houses, not Hives, because civil society doesn’t support Hive model. We don’t port or impose or air drop. Actually becomes an advantage: different surface area and flavors of Mozilla.
Evaluation:
Proposed evaluation framework for new opportunities.
Moving into a new region takes money and attention. High opportunity cost. We can mitigate by collecting lots of data, having a solid framework for evaluating, and optimizing—moving fast and hard in the directions that emerge as being the right ones.
Ideal opportunity will score very highly on:
1. money is or can be available
    what kind of money available (private, state, etc.)
2. regional climate conducive to mozilla goals
    overall political and societal vibe
    high level philanthropic, political conversations
    ICT infrastructure
    market trends
3. firefox os plans
    MoCo plans and infrastructure
    inspiration from Patrick Finch's market analysis
4. local mozillian leaders
    mozillians…    reps?    mentors? mozspaces and allies?
 
    level of engagement and organization
    active, well-organized, what roles they're interested in
    https://etherpad.mozilla.org/ep/pad/view/million-mozillians-quarter-by-quarter
5. organic expansion
    it would not be a huge lateral move to get started in this market.
Process
Map of the world
Pin on the wall
    open funding ops
    firefox os market
    maker party heat
Assign a score
Sketch a plan and timeline for the ones that emerge as good
    -initial generation of leads
    -accumulating allies
    -deep research
1. Initial visit
    -Work with highest operating locals to seed the ground
    -High level meetings to sex it up
    -Tracking closely, short feedback loops
    -Maker Party recruitments
2. Build a pipeline
3. Second visit (6 months later)
    -Follow ups
    -Show some progress
    -Close a tentpole grant
4. Project kickoff
    -Co-design
    -Find and hire a magnetic person (if necessary)
    -Focus on network formation
5. Scale (6-12 months later)
Maker Party sets the rhythm 
Keep MoFos in the loop: iterate quickly; feed back these insights and potential directions into quarterly competitive insight reports
Current places
    Europe: Brian King  (Germany?)
    LatAm: Guillermo Movia, Ronaldo Lemos
    MidEast: 
    SE Asia: Gen Kanai
    Bangladesh
    Indonesa
Administration
Can we take money? Where?
Can we “back” money that others take? How?
Regional bank accounts / umbrellas
Quantifying in-kind stuff
The boilerplate instrument
We’ve got to get really good at funding this process.
Historically we do 1-2 punch.
Package or methodology that we've developed
Got case studies
Got data, facts
It's believable
Essentially a planning grant with strong mozilla flavor
Come and do three things at once:
1. user testing / ethnography / research
2. train the trainer
3. funder tour
(and: do we really want to be in this market?)
Quick followup
Tee up a bigger ask
make regional ASAP
Goal: open a new avenue
Kat is doing some work:
Some capacity set aside to do this
A protocol for finding local leadership
Can they play with multiple people?
Can they wear a tie when necessary? Sneakers?
Are they conversant in technology / the web?
Do they inspire? Do they write well?
Are they systems thinkers and network growers?
Are the well connected?
Multilingual
See Also: → 1003344
@Ben and @Amira : I want to help for "INDONESIA" region. Thanks
* Ben: can we mark this one closed? 

@ Viking Karwur: awesome! let's work that through this other ticket: https://bugzilla.mozilla.org/show_bug.cgi?id=1003344
Hey Viking! I owe a longer response in the other ticket.

Matt, closing now.
Status: NEW → RESOLVED
Closed: 10 years ago
Resolution: --- → FIXED
You need to log in before you can comment on or make changes to this bug.