Vision

Experiment with integrating Webmaker into Firefox/Fennec/FirefoxOS directly

MakerFox is a deliberately silly name to provide an umbrella for surgical, deliberate explorations of how 1+1 might equal 3, by combining the generic consumer-grade brand that is the Firefox product line (& Mozilla properties that go along) with the Web literacy and maker-centric product that is Webmaker.

In 2015, the focus is to make small, motivated experiments to explore whether there might be near-term wins that could result from a more intentional cross-product approach.

Examples include using MDN or SUMO to recruit Webmaker mentors; make a new feature inside of Firefox (either a mainstream edition or via a new add-on) to surface Webmaker features; a marketing campaign that showcases Firefox as the browser that shows you what's going on, as contrasted with the opaque competition.

Other examples that the team might consider

• Changes to Fennec that would make it obviously a better "maker" browser on Android (e.g. by integrating Makedrive with Activities, by making the personal gallery one of the panes in the home view)

• Explorations of whether Making & Web literacy could be ingredients of a market-specific differentation strategy for FirefoxOS (e.g. supporting a youth-centric approach to operating system GTM).

• Running AdWords campaigns targeted at Chrome/Safari users to see if we can establish interest in a making-oriented browser for those audiences before even building anything. Using whoever clicks to help us understand their pain points.

• Making a Firefox or Fennec add-on that connects users' Firefox account w/ their Makedrive assets.

• Making a Firefox add-on that surfaces information that people curious about how the web is made might appreciate (more info on URLs, more info on images, … cf some of mwilse's work)

• Explore what user benefits might come from connecting Firefox Accounts and Webmaker accounts (e.g. "call a mentor on Loop")

Before & After

• Before: Firefox and Webmaker are related brands, but Firefox makes almost no mention of Webmaker and vice versa. Web literacy is appealing as part of the Mozilla brand story, but currently not reflected in either the Firefox product line or in the marketing+brand plans.

• After By EOY 2015, we will have identified 2-3 promising avenues for cross-product integration in the Firefox+FirefoxOS product line, and have one in production. Firefox products will hopefully derive greater differentiation and stickier relationships with users, and Webmaker will hopefully derive scaling support from these integrations.

KPIs

These are tentative, but from an exploratory POV, the KPIs could be:

• click rate for adwors which mention presumed value prop relative to those that don't
• net promoter score for add-on user

Long term KPIs:

•  % of time using "enhanced" firefox relative to other browser is greater (# of hours per day) than before

Milestones

• Q4 2014: gathering of friendlies in portland; figuring out who within MoFo+MoCo is on the tiger team, and securing time budgets.
• Q1 2015: ideation & prototyping: identify up to 20 possible ideas
• Q2 2015: with the help of advisory committee, winnow that down to top 3 to start first, and test-market them
• Q3 2015: test-market 3 ideas & pick top one
• Q4 2015: switch to implementation of best idea

Links

• should add links to some of the previous decks & matthew's mocks