Mozilla Foundation Board Meeting

December 2013

Section 0

summary

A quick history

Current MoFo work started in 2009 w/ Drumbeat.Have grown revenue from 0.2M in 2009 to $13M in 2013.

And built contributor community of 10k+ people.

New Communities+ new policy program

Open Badges+ more cities, BadgeKit and OBI

Webmaker Where we are now:

3 timely, relevant, fundable programs compelling to:

✓ Lead users✓ Mozillians✓ Funders

In 2014+, we need to scale these programs by: Grow community and adoption: build clear ladders of

engagement and drive impact.Fuel the machine: grants, donations, earned income,

engagement, mobile, web literacy.

Section 1

a quick history

2009 2010 2011 2012 2013 2014

1n 2009, we set out to:A. Get people to embrace the open web.

B. Find the next million Mozillians.

2009 2010 2011 2012 2013 2014

We needed to gather resources

and build credibility.

2009 2010 2011 2012 2013 2014

⬅ Revenueexcluding investments

$0.26M $13M$1.37M $3.32M $8.5M

We needed to experiment and build programs.

2009 2010 2011 2012 2013 2014

2009 2010 2011 2012 2013 2014

These efforts led to maturing programs

that give us credibilityand drive revenue.

2009 2010 2011 2012 2013 2014

New Communities+ new policy program

Open Badges+ more cities, BadgeKit and OBI

Webmaker $8M

$4M

$7M

Build opensource tools

We’ve focused on two main strategies

Teachabout openweb

New Communities

OpenBadges

WebMaker

+ new policy program+ BadgeKit + OBI

More cities

... and are doing well

Now we need to focus on our goals as well

New Communities

OpenBadges

WebMaker

+ new policy program+ BadgeKit + OBI

More cities

Goal #2

Next millionMozillans

Goal#1

Peopleembrace open web

... need to strengthen and grow

Section 2

2014 priorities

2012 2013 2014 2015 2016 Beyond

1n 2014+, we need to:A. Fuel and strengthen our programs

B. Grow our community and adoption

Fuel the machine = shift from experimenting to iterating and operating

2012 2013 2014 2015 2016 Beyond

New Communities

Open Badges

Webmaker

+ new policy program

+ more cities, BadgeKit and OBI

2014: use new management team, program structure and solid funding base to deliver what

people want and use

Goal#1

Peopleembrace

open web

Grow adoption = gain relevance and give people new tools and skills

2012 2013 2014 2015 2016 Beyond

2014: Make our tools easier to adopt, use and plug into

2014: focus on ‘lead users’ who will build, teach and bring friends

2012 2013 2014 2015 2016 Beyond

Goal #2

Next million

Mozillans2014: focus on ‘lead users’ who will build, teach and bring friends

Grow community = main MoFo metric this year

2014: build systematic engagement ladders that guide and empower community

Adoption: build out Appmaker, MakeAPI, curriculum. Needs headcount and funding.

Strengthen Webmaker.org and Hive. Grow community. Go mobile.

Lead users: get educators to bring content / learners. Funded.

Engagement: recruit1000s more educators + partners. Funded.

$5.4M expenses29 headcount

2014 baseline:

WebMaker

2014 growth:

~5 headcount?Appmaker + weblit

2012 2013 2014 2015 2016 Beyond

Appmaker = Webmaker revenue opportunity. Funders want mobile.

Funders and educators also want more rigorous curriculum. Should be fundable.

$10M+ pipeline, but early days with many of the funders we’re talking to.

“So far I’ve published 5 apps!”

2012 2013 2014 2015 2016 Beyond

Productize our tools into BadgeKitScale OBI through community and partners.

Adoption: build and package BadgeKit as SaaS. Needs more headcount and funding

Lead users: co-create BadgeKit with early adopters.Funded

Engagement: run campaigns and find add’l partners. Partially funded

OpenBadges

$3M expenses15 headcount

2014 baseline:

2014 growth:

5+ headcount?for BadgeKit

2012 2013 2014 2015 2016 Beyond

BadgeKit is chance to move into earned income.

10 cities meeting in Chicago this week. Likely to use BadgeKit.

Also, many grant opportunities still exist. Initial grants from Mott, Irvine, Gates.

2012 2013 2014 2015 2016 Beyond

Engagement: build contributor funnels, expand MozFestPartially funded

Replicate Open News success in science and internet policy. Expand MozFest.

Adoption: these programs still experimenting, too early

Lead users: find community leaders to build withFunded

$3M expenses10 headcount

2014 baseline:

New Communities

2012 2013 2014 2015 2016 Beyond

Nascent policy program sets us up to move into major gifts.

100% funded by grants (except MozFest). Still more room to grow here.

However, ‘niche’ nature of these programs also lends itself to major gift fundraising.

2012 2013 2014 2015 2016 Beyond

Some good news:

Positive external environment Mozilla strategy is relevant and compelling

to funders and public

2012 2013 2014 2015 2016 Beyond

2012 2013 2014

Growing interest / money for digital literacy, code, etc.

Public wants disruption in education (e.g. MOOCs)

Privacy, trust, etc. becoming hot topics

New Communities

Open Badges

Webmaker

+ new policy program

+ more cities, BadgeKit and OBI

2012 2013 2014 2015 2016 Beyond

Questions as we go into 2014

Best path to leverage / community growth?How much fuel? For what revenue?

Section 3

2014 budget

Budget proposal

Revenue target of $17M (+ carry over $1M in 2013 grants).

This is conservative projection based on $12M already signed royalty and grant contracts plus pattern from last few years of revenue growth.

Proposal: expenses of up to $18M.

Increase of $4M from 2013. Fuels Appmaker, BadgeKit, fundraising -- chance to take existing programs and revenue much further if we invest a little up front.

2009 2010 2011 2012 2013 2014

⬅ Revenueexcluding investments

$0.26M $13M$1.37M $3.32M $8.5M

$0

$2,750,000

$5,500,000

$8,250,000

$11,000,000

2010 - 2013 - Grant Deals Closed

$10M

$4M

$2.5M$1.5M

2010 2011 2012 2013

Grants grow 60%or more over last four years.

Also, we are finding funders well aligned with Mozilla -- great partners for our brand and cause.

Donations grow50%+ for last 3 years.

Still early, but 2013 looking like we will meet or surpass this.

Also: messaging is resonating. 60,000 supporters / potential

Mozillians on our list. 0

375,000

750,000

1,125,000

1,500,000

Mar June September December

2011 actuals 2012 actual 2013 projected 2013 YTD

2011 - 2013Individual Donations

Budget proposal

Revenue target of $17M (+ carry over $1M in 2013 grants).

This is conservative projection based on $12M already signed royalty and grant contracts plus pattern from last few years of revenue growth.

Proposal: expenses of up to $18M.

Increase of $4M from 2013. Fuels Appmaker, BadgeKit, fundraising -- chance to take existing programs and revenue much further if we invest a little up front.

9%

36%46%

9%

projected = $16.8M

2014 Revenue

Donations Grants Royalty Other

9%

13%

78%

proposed = up to 18M2014 Expense

Program Engagement Leadership/Ops

2014 Baseline Expenses Per Program Dollars Percentage

Webmaker $5.7M 39%

Open Badges $3.1M 21%

New Communities $2.4M 16%

Engagement $2M 14%

Leadership and Ops $1.5M 10%

Total $14.7M 100%

2013 projections based on Sept 30 close.

2014 Baseline Headcount Total Unrestricted Restricted

Webmaker 29 19 10

Open Badges 15 6 9

New Communities 10 10

Engagement 9 9

Leadership and Ops 7 7

Total 70 40 30

2013 projections based on Sept 30 close.

Approved 2014 budget of approx ~18M to:Grow community and adoption: build clear ladders of engagement and drive impact via Mozilla programs.

Fuel the machine: grow grant, donations, earned income, engagement, mobile, web literacy.

Mozilla Foundation Board Meeting

December 2013