Philip RosedaleFounder + Chairman, Second Life/Linden Lab

Co-founder, Coffee & Power

Crowd Conference | Oct. 23, 2012Worklist Case Study

@philiplindenphilip@coffeeandpower.com

1Thursday, October 25, 12

2Thursday, October 25, 12

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.”

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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.

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worklist 1.0

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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

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Finally, we built our own solution, called the worklist: chat environment so people can help each other learnsimple/fast microtask bidding system

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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.

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Key features: Total earnings, bonus, on-time

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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.

- 10 Months- 60 Contributors

- $212,000

Coffee & Power 2.0as built by Worklist.net:

864 Jobs (4.3 per work day)Average $245 / Job

11 people managing jobs28 people creating jobs

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

We were able to build a beautiful product without much central controlWe got more people engaged in design and managementCode quality is fineWe are able to burst to higher goals

www.coffeeandpower.com

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