What’s Broken
Once we review these goals we break down items within each team that we can improve upon for future trimesters.
Shopping
+ Better define issues (especially large initiatives) before people dive into doing the work.
+ Better testing of features we shipped, ideally automated testing.
+ Define up front what assumptions we want to test when we ship a new feature or make a change to the site.
+ Post in the updates channel when the shopping team ships something new so the team knows about it.
+ Define ownership of the team’s repeating tasks.
+ Create days to “fix” so team can smash out a long list of small bugs.
+ Figure out a plan for weekend coverage.
+ Improve the website performance (page speeds and load balancing).
Content
+ Correct support goal to reflect change in box ownership.
+ No one owns project “shipping” process or brief creation/kick-off.
+ We only have one writer/editor (Dani).
+ Two Trello boards is not working out. Not even sure Trello is the right tool for us.
+ After Momentist shift, there’s no need for two weekly calls.
+ We get product shipping updates super late, and only when we ask.
+ External content creation still not a smooth process. Have submit page done, but need better process for combing through, building, and paying.
+ Focus on $ pre-orders as a metric for new products instead of units. Hard to predict.
Product
(add list)
+ Need a PM on the team.
+ Need more software developers.
+ Better consistency with team meetings.
DAY 2
PNW in the wintertime is always a mixed bag of weather. The original forecast was to rain all week, but thankfully day #2 was a beautiful blue bird day. Some of the team starting the day with a short run we made breakfast, sprinted on customer service, and dove into our first team exercise....making videos.
A Video Project - Having Fun
We wanted to change it up this offsite, combining our adventures with using our phones to capture content. And with everyone on the team wanting to get better at video we created a video challenge.
We divided the team into four teams. Each team was assigned someone who has some experience editing video.Each team made a two minute video about having fun outdoors.
What was most inspiring is that every team had a different take on the challenge, each creating something unique from the other teams.
Grip And Rip
We explored adding simple grips to the back of a phone for better mobile photography. Reviewing popsockets to grips we looked at how to make it easier to hold your phone under all scenarios.
DAY 4
The Thursday of the offsite is always the heaviest day. It’s when we break into teams and really dive into everything that has to be planned and executed the coming four months.
2018 Goals
This is the first time we set annual goals. As the team and company mature we get a better sense of what works to drive this business. So going into 2018 we are focused on three high level goals.
1. Revenue: Grow 2x. We’re focused on growth rates versus dollars.
2. Audience > 1.5M People. The larger our audience, the more people who know about Moment, the more customers we acquire. We measure this by the total number of emails and social followers we have.
3. Gross Margins > 55%. This is our most important cost number and pushes us to ensure product costs, shipping, returns, and app software all come together.
T1 Goals
Each team split off and spent most of the day creating goals and sub initiatives to hit the goals.We use a scoring system similar to Google OKRs where we have a top goal and then sub items that we believe get us to the goal. It allows us to score goals as fractions so people get credit for the work instead of every goal being binary to yes or no.
We run the company on trimesters so these goals are January - April.
Shopping
+ Direct Revenue: $3M
+ Amazon Revenue: $750K
+ Retail Revenue: $250K
+ Lower Shipping Loss to 5%
+ Reduce # of OF / PP emails per order to 0.3
+ Hire: third developer + operations person
Content
+ Moment Invitational > 500K sessions
+ Moment Travel > 25 spots sold in 1st week
+ New Samsung > $100K pre-orders
+ Int’l Womens Day Giveaway > 25K emails
+ Video Kickstarter > $300K raised
+ Urban Travel Collection > $100K sales in 1st week
+ Outdoor Travel Collection > $100K pre-orders
+ Reduce PP + Biz replies per conversation to 1.2
+ Hire: writer and third video
Product
+ Ship iPhoneX Battery Case
+ New Samsung Cases
+ Ship Video Products (remote, filter, anamorphic lens, and counterweights)
+ Ship Urban Travel Collection (wallet case, wristlet, straps, and thin wireless chargers)
+ Ship Outdoor Travel Collection (launchpad, outdoor straps, water case)
+ Capture App > $30K paid downloads
+ Reduce average email reply < 3min
+ Hire: two developers and a PM
