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Philip Rosedale
                              Founder + Chairman, Second Life/Linden Lab
                                     Co-founder, Coffee & Power

                           Crowd Conference | Oct. 23, 2012
                                Worklist Case Study
                                            @philiplinden
                                     philip@coffeeandpower.com




Thursday, October 25, 12                                                   1
Thursday, October 25, 12                                                                    2

The first reason I decided to experiment with decentralized management systems was the
complexity of Second Life. I didn’t think that we would be able to do it with a standard,
centrally planned approach.

We were going to build something a lot more complicated than a modern operating system,
and I didn’t think we’d be able to raise much more than $10M to build it.
“It just doesn’t make sense to say - as
                                  the democratic revolutionaries do -
                                  that people can govern themselves ...
                                  People can try, you think, but it
                                  certainly couldn’t work as well as
                                  having a wise and just king.”



                                        G                                  Boa

                                        Ki                                 CE

                                    Subj                                   Empl




Thursday, October 25, 12                                                                3

Also, as we were building Second Life, and questions about it’s own economy and community
started emerging. For ex: Death and Life, Mystery of Capital, Future of work.

In a sense, I decided to make my company into a crowd and a marketplace.
Text
                                           Text




                                     worklist 1.0

Thursday, October 25, 12                                                                    4

What if you started a company with a public-editable google spreadsheet full of stuff you
needed done?
People put their names next to things they wanted to do, and also what they wanted to be
paid.
Next we added in work from Elance, Odesk, and other online freelancing systems.
worklist 2.0

Thursday, October 25, 12                                   5



Finally, we built our own solution, called the worklist:
chat environment so people can help each other learn
simple/fast microtask bidding system
Thursday, October 25, 12                                                        6

Key features:
GitHub integration, Source code visible before you bid, even for a first-timer
All fees transparent to all
Code review by someone else, automated % fee.
Thursday, October 25, 12         7

Key features:
Total earnings, bonus, on-time
Thursday, October 25, 12                                                                  8

With such high transparency, sometimes the problem is actually getting people to charge
enough.

You can also see how we were able to add/subtract resources as needed.
Coffee & Power 2.0
          as built by Worklist.net:


                       - 10 Months
                    - 60 Contributors
                        - $212,000



                     864 Jobs (4.3 per work day)
                             Average $245 / Job
                       11 people managing jobs
                         28 people creating jobs


Thursday, October 25, 12                                                 9

 $80K went to our in-house/FTE team

We were able to build a beautiful product without much central control
We got more people engaged in design and management
Code quality is fine
We are able to burst to higher goals
www.coffeeandpower.com




Thursday, October 25, 12                            10

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Philip Rosedale at Crowd Conference 2012: Worklist Case Study

  • 1. Philip Rosedale Founder + Chairman, Second Life/Linden Lab Co-founder, Coffee & Power Crowd Conference | Oct. 23, 2012 Worklist Case Study @philiplinden philip@coffeeandpower.com Thursday, October 25, 12 1
  • 2. Thursday, October 25, 12 2 The first reason I decided to experiment with decentralized management systems was the complexity of Second Life. I didn’t think that we would be able to do it with a standard, centrally planned approach. We were going to build something a lot more complicated than a modern operating system, and I didn’t think we’d be able to raise much more than $10M to build it.
  • 3. “It just doesn’t make sense to say - as the democratic revolutionaries do - that people can govern themselves ... People can try, you think, but it certainly couldn’t work as well as having a wise and just king.” G Boa Ki CE Subj Empl Thursday, October 25, 12 3 Also, as we were building Second Life, and questions about it’s own economy and community started emerging. For ex: Death and Life, Mystery of Capital, Future of work. In a sense, I decided to make my company into a crowd and a marketplace.
  • 4. Text Text worklist 1.0 Thursday, October 25, 12 4 What if you started a company with a public-editable google spreadsheet full of stuff you needed done? People put their names next to things they wanted to do, and also what they wanted to be paid. Next we added in work from Elance, Odesk, and other online freelancing systems.
  • 5. worklist 2.0 Thursday, October 25, 12 5 Finally, we built our own solution, called the worklist: chat environment so people can help each other learn simple/fast microtask bidding system
  • 6. Thursday, October 25, 12 6 Key features: GitHub integration, Source code visible before you bid, even for a first-timer All fees transparent to all Code review by someone else, automated % fee.
  • 7. Thursday, October 25, 12 7 Key features: Total earnings, bonus, on-time
  • 8. Thursday, October 25, 12 8 With such high transparency, sometimes the problem is actually getting people to charge enough. You can also see how we were able to add/subtract resources as needed.
  • 9. Coffee & Power 2.0 as built by Worklist.net: - 10 Months - 60 Contributors - $212,000 864 Jobs (4.3 per work day) Average $245 / Job 11 people managing jobs 28 people creating jobs Thursday, October 25, 12 9 $80K went to our in-house/FTE team We were able to build a beautiful product without much central control We got more people engaged in design and management Code quality is fine We are able to burst to higher goals