Hello. Hello. Hello. I'm Rashid. And I'll be talking about open source cubanities and cloud natives from the eyes of a high schooler The plan is to give you a place to start or improve upon being in the cloud native Cubanities ecosystem or the open source ecosystem in general and also a place to start or improve on contributing to projects And yes, this is not just for high schoolers You can still take the ideas I talk about I'm a student at the University of Toronto I just graduated high school So this will be like a retrospective and I've been contributing to cubanities and open source for quite some while the thing is open source is vast and There are so many great CNCF projects all of you might have heard of one CNCF project or the other Some of you might have contributed to it. There are so many great CNCF projects I couldn't even fit the whole landscape in a single slide There are so many contributors to cubanities and all of this can make Open source a bit intimidating if you are just starting out Even if you have been contributing sometimes contributing to new projects can just get intimidating One of the things that has motivated me and could help you find your motivation to go into open source Could be asking the question. Can you impact the community with what you love? And this does not have to be code. It could be administration documentation Contributes there are great Contributes groups within cubanities within CNCF and it could be a lot more It does not necessarily have to be code when I say with what you love Open source is also about learning teaching and learning Yeah, you could learn so much from others in open source from someone who reviews your PR to someone who comments And you can also be the and you can also be the one to propagate that knowledge It also includes mentorship and feedback You could you could get so much mentorship I've I've honestly had a lot of mentorship while contributing to cubanities and other CNCF projects As well as gotten a lot of feedback some of the things Which have changed the way I think not just code Even going beyond code So this can be pretty helpful for finding your motivation in open source And of course, there's a networking and the infamous hallway track If you have been at cube con you can't miss the hallway track or any other conference too. I Want to talk about cubanities and CNCF being a great avenue for you to start your open source journey And I say this because well Not just because of the good first issues. There are many good first issues If you are a new contributor give it a try but also because of a great new contributor Activities by the cubanities and CNCF team This is one of the meetings where new contributors were highlighted as to Asked to share their experiences and what they are coming in the community with some other some other images about Meet and greet for new contributors and how they can get involved These are some pretty bold initiatives for the cubanities and CNCF ecosystem, which allows you to get into the project or Make your first First step into open source makes cubanities and CNCF a great place to do that And it's also because of the contributor code of conduct this does not happen just due to Incidents This is not just due to chance that cubanities and CNCF are a great Avenue for you to start your open source journey. It's also because of the contributor code of conduct, which is Which is very well enforced throughout the ecosystem Finally, I'd like to talk a bit about some opinionated tips to help you make the most if you are Starting in open source or even if you have been contributing to open source for quite some while The first important tip in my opinion is don't be afraid to ask Just go up and ask someone. I've done that countless times at cube con this cube con last cube con all conferences I have done that countless times In fact, it is really interesting story about how I got the idea for this talk I went up to someone at the last cube con cube con valentia and I was talking with him And he is like maybe if you could share your perspective from about starting open source in high school and contributing so much It could help others and I was like, yeah, let's do that. That's how this talk came about. So pretty nice The second thing is Open source is not just about taking which we already talked about it's also about giving You should be able to pass your knowledge to newer contributors do that And finally, it's also okay to not know everything I've been contributing to some projects and I wouldn't say I know every single line of code and it's okay to not know everything With that I come to the end of my talk. That's it. Thank you so much


Live from Orlando, Florida, extracting the signal from the noise, it's theCUBE! Covering Enterprise Connect 2016. Brought to you by Oracle ZDLRA, Vonage and CafeX. Now, your hosts, John Furrier and Peter Zantesonio. Okay, welcome back everyone to our special Enterprise Connect coverage. This is theCUBE. We are here on the ground. I'm John Furrier with Jeff Savage, VP of the Enterprise with Vonage. Welcome to theCUBE. Thank you, thanks for having me. So, quick keynotes here, a lot of stuff going on. What's your take on the show? What is Vonage doing? How are you guys winning? What are customers doing with Vonage? Yeah, no, great. It's been an opportunity for Vonage Business to really get out here and educate the enterprise community and the consultant community on what we have built. And Vonage Business has, through acquisition, rolled up a group of companies in a very strategic manner. And these companies have built over 16 years of development, very rock solid MPLS national networks. The coverage now includes Canada, moving it now, have pops in London and Germany, covering the EU and plans to go forward from there. But it's an opportunity to really evangelize and educate that Vonage is a well-known consumer brand and we now have made a distinct pivot into the business and enterprise business space. Everyone knows Vonage as a disruptor. They enabled the market, they came in and dominated voiceover IP. And now that's translating to disrupting this market. What are you guys doing here that's disrupting the business market? You got finalist best in show. What is that new disruption? Well, I mean, we have for a long time been kind of snobbish on the private MPLS delivery to guarantee quality of service all the way to the desktop. We now are seeing great advancements in technology. As we see bandwidth demands going up, prices coming down, we're beginning to play more and more in the over the top space. So we have SD-WAN or smart-WAN capabilities now that help us optimize circuits, forward air correct voice, provide jitter control and quality controls across the broadband connection. So that's one of the big things as of January we've rolled out into the space. You guys have done the work under the hood big time and that's something that a lot of people don't know about is that something that you guys are constantly educating people about and how are you guys winning in big business? Yeah, you have to, right? Because there's just a lot of noise in this space right now. Everybody is jumping in. It's being demanded to be in the cloud in some flavor. So the key is to look under the hood and it is an education process because you're right. We are very bullish on things like security. Dual SBCs at every juncture in the network from outside in as well as from phone to phone, right? We have encryption across an internet connection to the handset. The way we deploy our pops, we've got 21 pops across the country dedicated solely to UCAS out there. So final question, Jeff, why should end user business customers work with Vonage? Well in the enterprise space, Vonage has made a dedicated entrance into the enterprise space for the past few years and we have dedicated teams from pre-sales through project management, service delivery and ongoing and knock support with the quality of service on our network, with the SD-WAN and smart-WAN capabilities. We provide great flexibility to the end user from either broadband or MPLS delivery and we now also have great integrations into tools like Salesforce, Act, Sugar, NetSuite, Oracle, et cetera. So we're heavily integrating into companies' back-office systems which in the enterprise space is almost mandatory these days. You know, looking at the financials, you guys are almost a billion dollars in revenue.  If you were a privately held company, you'd be a big time unicorn. You'd be like eight billion dollar valuation. So certainly great business performance. Is that reason you guys have continued momentum? Give us a quick update on the business momentum. Yeah, so I think what you'll see out there now is we probably have one of the larger UCAS sales teams in the industry today and we're going to continue to grow both our brick and mortar in the marketplace. We're seeing great strides in the indirect channel as they become more educated on what we have and be able to sell that effectively and now we have the enterprise focus and we've seen our largest opportunities. I've been with this 15 years now. I'm legacy, Telusphere acquisition. We started our company in 2000. We've never seen more enterprise opportunities that we've seen today. All right, Jeff Vonage here inside of theCUBE on the ground. We'll be right back with more. Thanks for watching. I'm John Furrier.


And we've had it looked up and down. But what it all gets back to, Gene, in the last word, is the Walter Lippman Fulbright argument, is we ought to be there and we ought to get out. Well, I guess that's the bottom of it. I say that the Bobby really doesn't disturb the thing. These other things are just offshoots. What they really think is we ought to be there and we ought to get out. I know we ought to be there. But I can't get out. I just can't be the architect of surrender. And don't see I'm trying everywhere in the world I can to find a way to a thing. But they don't have the pressure that will bring them to table as yet. We don't know whether they ever will. I'm willing to do damn near anything. If I told you what I was willing to do, I wouldn't have any program. Dirksen wouldn't give me a dollar to operate the war. I just can't operate in the glass bowl with all these things. But I'm willing to do nearly anything the human can do, if I can do it with any honor at all. But they started with me on Jim, you remember. He was corrupt and he ought to be killed. So we killed him.  And we went in assassinating. We really had no political stability since then.


Just a few seconds away for everybody. And all the board members turn on their videos and ready to go. Hey, right? Everyone can hear me. Yep. We're good. Okay, we're good. Well, it is four 30pm. And as acting chair, I would like to call this meeting of the designer view board order. I will ask the recording secretary. And I would like to call the board members to. To a formal roll call, please, Michelle. Yes, thank you. Let the record reflect that all board members are present with the exception of board member Hedge path. Vice chair birch and chair Weigel. Okay. We've got the, we've got the a team here today. So thanks everyone for being here. Good. Thank you. And I have approval of minutes. And from our agenda, Michelle, we don't have any minutes to approve right now. That is correct. Hopefully. Our next meeting, you guys will have a nice big batch of them to review and approve. Okay. So we'll have a long meeting next time to approve a lot of them. Thanks for all your work on that. We look forward to that. Thank you. I would like to open the meeting now for public comment. We'll be taking public comments on item number four, non agenda matters. This is the time when any person may address the board on matters, not listed on the agenda. But with our, which are within the subject matter jurisdiction of this committee. So once again, this is for public comment on matters not on the agenda today. So if you have any questions or comments on that, please wait until we open that up, but we will take public comments on anything that we normally deal with. So take it away, Michelle. Great. Thank you so much. And I am not seeing any hands at this time. Hey, great. Um, board business, um, item 4.1 statement of purpose. So zoning code chapter 20 dash 52. The review authority shall consider the location design site plan configuration and the overall effect of the proposed project upon surrounding properties in the city in general review shall be conducted by comparing the proposed project to the general plan, any applicable site plan, applicable zoning code standards and requirements, the consistency of the project within the city's desired guidelines, architectural criteria for special areas and other applicable city requirements. For example, city policy statements and development plans. Um, that is our purview here today. Item 4.2. Let's move on to board member reports. Do we have any board member reports for today? Thank you. Um, item 4.3. Any other, um, business items and we do not have any, um, anything from your viewpoint, Amy or Michelle. No, there's no other board business at this time. Okay. Sounds great. Let's move it on to item number 5, uh, department report. Uh, Amy Nicholson, please take us away. Thank you. Good evening. Um, a few reports from our department. Um, first and foremost, I will be sending an email to this effect, but, um, we are having a change to the staff liaison role for this board. Um, first, Jessica Jones, who is the supervising planner of development review will assume the staff liaison role for this board. And then, um, Claire Hartman, who is our director, will be assuming the planning commission staff liaison role, which Jessica currently fills. Um, so I wanted to thank each of you. It's been, uh, a really wonderful opportunity to work with you for the last six or so months, and I will be back in some capacity, um, for you. So thanks for this opportunity. Um, just touching on the minutes that we talked about earlier, uh, we need to have a quorum to approve the minutes, and because there are some going back, uh, before board member staff was on the board, um, we weren't able to bring them tonight, but we will have those for you at the next meeting. Um, speaking of next meetings, the month of April, um, it's pretty unlikely to have any design review board meetings. We will be closing the council chamber for some technology upgrades, and, um, so they aren't officially canceled, but it's pretty unlikely that we will be having meetings. So just for you to know as you're planning, planning your month out. Um, and then finally, I just wanted to mention the general plan update outreach. I made a plug for this last time, but just wanted to highlight that we have started our community workshops. We had our first in-person workshop last night, um, and those will run through the 26th of this month. Uh, so for more information on those, people can visit www.SantaRosaForward.com, and we also have a housing element survey that is posted on that webpage as well, which we would encourage any residents to complete. And, um, finally, I just wanted to make an update as it relates to some staff changes. So, um, this is Andrew Tripple's last design review board meeting. Um, so he will be leaving the city and, um, we will miss him very much. And Adam Ross, uh, who has presented to this board many times, uh, also had his last day with the city last week, so just wanted to keep you informed of some staffing changes. And thank you. Thank you, Senior Planner Nicholson. And, uh, thank you for shepherding us over these, oh, past, um, while. Um, and we're glad that, uh, you will still be sticking around. And, um, Planner Tripple, uh, sorry to see you move on. Um, but glad you'll be staying local. And congratulations. Um, and likewise for Planner Ross. Um, uh, thank you all. Um, you make, um, our jobs as, uh, as volunteers, uh, easy. So thank you all very much. Um, um, moving on to consent items. We have no consent items today for item number seven. Um, that will bring us to our regularly scheduled item, um, items of which there is one today scheduled 8.8.1. Um, the concept design review for 8.51 Burtain Lane, um, DR 22-009. And, uh, we'll hand it over to Planner Tripple for our, um, staff presentation. Thank you. Take it away, Andrew. Great. Thank you, Chair. And good afternoon, members of the, uh, design review board. It's great to be here this afternoon. So, uh, Britt, this is the concept design review for Britton Town Homes located at 8.51 Burtain Lane. Uh, this project proposes 82 all-electric two-story condiment or town home style condominiums. Uh, the applicant has described the site as a prime housing location and, uh, determined that the housing will be geared towards first-time home buyers and young families seeking to establish routes in Southwest Santa Rosa. Excellent. Thank you. So looking at how this project would, uh, contribute to our current regional housing needs allocation, uh, the, um, Britton Town Homes, and it appears that I forgot to change the total number from 40 to 82, but it is providing a total of 82, uh, mo, uh, dwelling units, and, uh, 74 of those units would be above more moderate income or market rate units. That contributes to approximately 2.8 percent of, of the rena requirement. And then eight of the units would be for sale to, um, households who qualify as moderate income households, and that contributes to approximately 1.1 percent of, uh, our rena goals. Next slide, please. So the, uh, project site is a 5.92 acre site located in the northwest corner of the intersection of Britton Lane and Sebastopol Road. To the north is the Joe Rodotta Trail, and access to the trail is typically provided from Britton Lane. To the south is North Point Corporate Center, which is one of the city's larger employment centers. And then residential development to the east, which is reliant upon Britton Lane for access. And then, uh, the property to the west is, uh, quite a large property developed for religious facilities use. Next slide, please. The project is located within the Sebastopol Road corridor priority development area. Uh, to clarify, it is not part of the Roseland Sebastopol Road specific plan, uh, but it is still within a priority development area, which, uh, then, uh, through the residential development area, it is still within a priority development area, and it is within a priority development area, and it does affect the level of design review required. The site's general plan land use designation is medium density residential, which would allow a minimum of 8 units per acre to a maximum of 18 units per acre. However, general plan policy requires that, uh, development take place at a minimum of 13 units per acre. Next slide, please. Next slide, please. So, uh, going back to, um, the effect that the priority development area has on this project, where it's location within a priority development area, rather in accordance with zoning code section 20-16.070 multi-family residential land use is a permitted use in the R318 zoning district. Next slide, please. So, uh, going back to, um, the effect that the priority development area has on this project, uh, on the project section 20-16.070 modifications to the design review process. Design review approval for new residential development located in a priority development area is delegated to the zoning administrator through the minor design review process. A pre-application neighborhood meeting and concept design review are required. The project review process has been reviewed by the planning commission. When applications were submitted, this project also submitted an SB 330 preliminary housing application. Planning staff confirmed that the project agreed to review the project as part of the meeting item. Then, of course, we're here this evening for required concept design review. As the project moves forward, minor design review is required, as part of the planning review process. We also confirmed that the project did qualify as a SB 330 preliminary housing project. And that offers certain benefits to the project. One of those benefits is that it did have the effect of freezing regulations and fees in effect at the time that application submittal was made. Second, it does limit the number of public meetings or public meetings. Third, it does limit the number of public meetings and the number of public meetings is a maximum of five. The definition of public meeting or public hearing is broadly construed. For instance, the pre-application neighborhood meeting does count as well as this evening's meeting. Going forward, we would look to a public hearing by planning commission, minor design review public meeting, and then any other public meetings. We would look to the project as authorized by SB 330. Finally, SB 330 does have the effect of revising the permit streamlining for the project. It gives us specific goals for project review. With that regard, then planning staff is aware of those goals and must complete project review within those required time frames. On March 9th, SB 330 was held and it was a virtual meeting. We had attendance by approximately 10 members of the community and the summary of public comments was provided. Briefly with regard to land use and density, the community understood that the land use is a permitted use and is generally supportive of the land use as well as the density in particular when they learned that this project is being developed at the community level. It is development of an otherwise low density site. There is only one existing residential dwelling unit on this 5.92 acre site. It does have implications for the neighborhood which has enjoyed living across a Britain lane from this site. Some of the residents for 25 years or more. Concerns about traffic were expressed. Concerns about how traffic were expressed were expressed. As well as in particular the design of the project on the west side of Britain lane, residents wanted to know what they might expect to see as a result of the project design. I think the applicant will demonstrate this evening that. That design does present a preferred approach to neighborhood design with the proposed town home units on the west side of Britain lane. Additionally, the neighborhood expressed concerns about existing trees on the site. The applicant has proposed preservation of two very large oak trees at the front of the site. Residents and participants in the neighborhood meeting pointed out that there are other large oak trees located along Britain lane on the east side of the site. Up on the west side of Britain lane, residents wanted to know what they might expect to see. The applicant will share with you this evening a proposal to retain those oak trees through design of required public improvements on Britain lane. Additionally, in some correspondence received today, one of the residents also did identify three redwood trees that this resident expressed concern about and a desire to retain those oak trees on the west side of Britain lane. The applicant will be authorized for you this evening and those comments will be made available following this evening's meeting. Let' s go back one more. With regard to parking the project does provide the minimum required parking for the project site as well as some additional parking on Britain lane the applicant will review that as well as some additional parking on the west side of Britain lane. The applicant were supportive of the project design and the applicant is prepared to delve into the design details for the design review board this evening. Next slide please. Great thank you. Of course here is my contact information however understandably perhaps I didn' t have enough foresight when I made this slide and I will answer some of the comments to senior planner Kristen Atumians who will be the project planner after the completion of this evening's concept design review. I' m happy to answer any questions as well as given city requirements for access to the site deputy director Rob Sprinkle is available this evening to talk about circulation and access to the site as well as traffic analysis that will be shared for this project so we appreciate him taking his time this evening to join us and then of course the applicant team is available as well. I' m happy to answer any questions you might have. Thank you. Very good thank you senior planner triple. Throws always. Yes at this point thanks also as Andrew mentioned to deputy director Rob Sprinkle for joining us tonight and I would like to invite him to share a few of his thoughts on this project. He is elevated and we are able to hear him now. I rather. Yes for this project we will be requiring a full traffic study to analyze the egress and ingress to the site. As part of our pre-application meeting we did make some modifications or suggestions to the applicant to modify their entry from sabbastiple road over to retain primarily because of the proximity of that intersection to corporate center parkway and sabbastiple road. That intersection is a two arterial street intersections with queues that do back up beyond the entry exit point of their initial proposal on sabbastiple road. That would with an entry and exit at that location it would basically prohibit the left turn in and left turn out from that location and an additional driveway would be necessary to retain anyway. So we have I haven't seen their final rendering of what they were proposing as of yet, but my understanding is that they have modified their design to allow for the more main entry off of the retain and with a potential exit only on to sabbastiple road that would that would correspond with traffic engineering's recommendations and what we would expect to see in the traffic study once it's produced. And I'll be here during the duration if you have any questions. And just to follow up on Mr. Sprinkles comments. So the project did receive pre-application development review by city staff on March 8th and then of course the neighborhood meeting on March 9th in response the applicant team did rally to provide a revised concept site plan that is that was made available recently very recently and is included in this evening's presentation. So it will be presented to both the public and the board at the same time and then be made part of the meeting item permanent record following this evening's presentation. Thank you. Okay, great. Thank you, Andrew. And thank you Deputy Director Sprinkle for joining us tonight. And I know that a lot of the public comments had to deal with pre-application in the entrance. And so I appreciate you taking time and illuminating that for us. And yes, we have the new concept site plan that's going to be presented to us shortly. And in light of that unless anyone on the board has a burning question for staff or for Rob at this point applicant presentation after we get to Board Member McHugh. John, yes. Thank you. Generally when we do these concept reviews, there's a section where you say that this is really not a project in the sense that no application has been filed and that sort of thing. So I'd like some clarification from staff is this a conceptual no application has been filed, no application has been filed. And so nothing has happened. And so it is not a project. Help me, you know, help me out folks. Sure, that's a great question. Thank you for asking. This is I believe the city's first SB330 project that was submitted. And so at the time that the SB330 preliminary housing application was submitted, we submitted applications for the neighborhood meeting, for concept design review, for the design review entitlement and the tentative map entitlement. So perhaps had this not been our first we would have said let's submit the preliminary housing application, work through the pre-application requirements and then submit the formal design review application. So that's what we submitted. However, working with the applicant, the applicant fully understands that currently the design review and tentative map entitlement applications are in an incomplete status and that they will be required to respond to both neighborhood concerns and design review board comments from this evening's meeting. So that's what we're doing with the project. We're working with the applications. However, we are working with the applicant to ensure that the project is responsive to these required pre-application activities. Thank you. Okay. And yes, and this one we are under with this process, we do have a concept design review, we're working with the applicant to present their presentation for us. I would like to invite the applicant to present their presentation for us. Let's see if we can hear you. Good evening. Samantha, thank you. You are live.  Okay. Fantastic. Well, thank you guys so much for taking the time. I'm really excited to be before you this afternoon to talk about the Britain Lane project. I want to talk a little bit about city ventures for a moment if you just go to the next slide. So our company is a sustainable development company. We've been doing solar all-electric for a decade. We do things like low power garages. We designed sustainably to use less lumber. I could go through the full list and answer any questions in that regard, but I did want to note it because I think it's really important in the context of the current climate. If you go to the next slide, you'll see some of the projects that we've completed. They all look different. We're an infill developer and we understand that the neighborhood that we're coming into should really be the guide for this project. So I think it's really important to look at some of the projects that we've been in. So our hope is that we've proposed some architecture designs that coalesce with the existing neighborhood. But if we haven't, we would love to get your input and figure out how to make it work. On the next slide, you'll see some images of projects that we are building in Santa Rosa or have completed in Santa Rosa. So I think it's really important to look at some of the projects that we've been doing in Santa Rosa. So I think it's really important to look at some of the projects that we've been doing in Santa Rosa. So that brings me to the next slide which is our site. Staff did a really good job presenting the surrounding area so I won't go too far into this. When we looked at the site, we looked at the fact that we have a small, sabastical road in the east of single family homes. And it's really kind of a traditional style architecture. And so we've kind of, we've tried really hard to figure out how to make that meld with, you know, make our project frontage meld with what's already existing. If you go to the next slide, you'll see the first of two site plans. As staff mentioned at the onset, we had our all-departmental meeting last week. And so the next site plan does have the different egress that we were talking about. But I want to stay here for a little bit. The guiding principle for this site plan when we looked at it was organizing all of the homes here around a kind of main spine road that had really large landscaping and street trees parking on both sides and that connected all of the homes to all of our amenity spaces which are kind of centralized here. And for the amenities, we're looking at things like children's play areas, passive open spaces, eating spaces, grand passeos. But we wanted to kind of have that centralized. The other thing that you'll see is that we've really set back a large distance from Sebastopol Road. There's a big right-of-way dedication that needs to be made on the street. And then we've held the build-to line back from the two oak trees that were mentioned at the onset of the project. Along Britain Lane, we've also really focused on having all of the homes have an interface with the existing neighborhood. So there's no fences on this side. No one is kind of turning their back or kind of having their homes open to the center of the site. Even for the buildings that side along Britain, we've had front doors placed there and every home will have a patio. And I'll show in a couple of slides what the street section looks like. But that was something that we thought was really important. We thought that in the context of what the existing homes on Britain look like and kind of that organic feel that's there, there's a lot of landscaping and single-family kind of lower density, we wanted to make sure that we kind of stayed respectful and stayed on the lower end of the density that's allowed in here as well as keeping it, especially on the public interfaces, to the two-story limit rather than going to three stories, which is what the zoning allows for here. If you go to the next slide, you'll see the new site plan that we're kind of talking about here. So we didn't quite have time to render it in the same way, but it's largely similar. All of the homes on the bottom half of the site plan and on the left of the site plan are the same, but the key thing here is one of the smaller kind of access alleyways, I'll call them, has been made into a main point of circulation, a main ingress egress, and on the right of that ingress egress, the buildings have been reconfigured to face and front on Britain instead of siding on Britain like they were in the last site plan. What this does is it makes the Sebastopol Road access point an emergency vehicle access with the possibility of egress only, and as Mr. Sprinkel said, we will study that thoroughly in our traffic study. We want to make this safe, but we also want to make it work for everyone, the city and the community want to see us do this, and whatever your input is, we're happy to study it or put it into the site plan, we'd like to make it work. On the next slide, you'll see a section of Britain Lane. On the right side here, the 20 feet that you see on the bottom right, that's pretty much what Britain currently is. There are no sidewalks and there's no parking on our side or on the other side, and what we would be doing here is a pretty major dedication of right-of-way to make this a minor street. So there would be an eight foot parking row, there would be a new separated sidewalk, and then inside the property line we also wanted to create a nice landscape buffer and have private patios that we're facing out to really again create some breath between where the current street end is and where the homes start to have that street wall set further back. The other thing that we've heard a lot about at our community meeting was the condition that Britain Lane is currently in. One of the things that we've come to realize is that a lot of the neighbors on the street are on septic or on wall water, and so there have been several requests to look at putting utility as an infrastructure in Britain Lane for water and sewer, and that's something that we're exploring. If we can prove it out from an engineering perspective and gravity gets us there, then we're going to be able to look at how we're going to make it work, and otherwise we'll figure out a way to have the connection be able to go through our state so that we'll program in the extra capacity. So we'd really like to make that work. We're also anticipating carbon gutter and obviously the new sidewalk and parking that I mentioned. On the next slide you'll see the homes themselves, and I won't spend a lot of time talking about that. One of them optioned down to two bedrooms, others optioned up to four bedrooms, and we designed them so that all of them have bedrooms upstairs, but about half of them will also have bedrooms down. We've learned recently that that flexibility for different family types is really important, and it also makes the homes more accessible. On the next slide you'll see some of the elevations. We've really strived to have, again, frontage different styles of fenestration that kind of tied to the traditional architecture across the street. If you go to the next slide, I think you can see better kind of what the materials are that make this up. Having the kickers on the gable ends, having kind of really traditional columns at the frontage. We want to make sure that we're doing something that again feels organic and melds into the stuff across the street. That coalesces into this building that is on the next slide. Again, I understand that we've got a lot of runway on this project, and there's a lot more here to do. All of this is kind of hand-drawn, it's conceptual. We'd love to hear your input on this and see your thoughts. We've stayed in the natural color cues to kind of let the landscape speak for itself and let the architecture elements speak for itself. That was the thought process here. I'll kind of go into is the landscaping on the next slide. We've talked a little bit about having these natural cues and different elements. We wanted to avoid having the children's play area be something with the bright yellow roofs and the bright blue sky. I have young children and they'll figure out what their play area is. We're looking at things like rock climbers, the log climbers, the logs you can crawl through. Our landscape architect, Chris is here. We wanted to have this connectivity in a way that created a sense of warmth but felt really natural. With that being said, the next slide is kind of our last one. We're so grateful for the opportunity to present. We really appreciate all of the neighbors who came out to the community meeting last week. We're looking forward to meeting with all of you again in the future as we go through this process with the city. Thank you for your time. Thank you, Miss Hauser. Thank you for presenting that to us. At this point, would it be possible to leave the updated site plan for us? I know that I would appreciate being able to look while we're, you know, we can digest on that a little bit more. Is that possible? Because it's question for Michelle, maybe. Yes, I'll go ahead and pull that up just a moment. Okay. Great. In the meantime, there's one thing overlooked. Since we are in a public hearing, we should ask for exparte disclosures. Do any board members have any exparte disclosures? Have we talked to anybody from the applicant team or neighbors? We actually, sorry, acting chair share. We don't need to do exparte because it's a concept item. We don't need to do exparte disclosures. This is true. Okay. Yes. Since we are, yes, that's right. Concept. And I was confused in that we normally don't have to open up for public comment. But as far as I know, we will be opening for public comment today. But it's not technically a public hearing. So thank you for the correction. And thank you for the updated site plan. Thank you. So at this point, I'd like to bring it back to the board as well. After the applicants presentation and thinking about the staff's information a little bit longer, I'd like to ask our board members for any questions that they might have. And let's see. I'm going to choose a board member or staff or the applicant post presentation. If you question for the applicant and it could be that you've already addressed this and I just it was it went over my head as I was also looking at the plan were any of the public amenities affected or which of the public amenities were affected by the by the change in the pertain lane in grass by that addition. Sure. So we it's a little bit of a reorientation we're not necessarily losing anything the space on the south we were able to to kind of nip and tuck all say and make that space larger so the and I'm calling it south but it's plans out it's really it's that larger space where you see the the perpendicular parking coming into the open space. That space was made larger in this iteration. So we're going to go to the the previous slide you'll see it's not going to the previous slide. So you'll see that that kind of grand sale did lose I'd say probably about 15 feet out of it. It is something that again you know we did this in a quick turnaround we got comments from the community and had two days to get the same plan together. So we are looking at ways to provide for that. So we're going to go back to the next slide. But then if you go back to the the next slide I also want to focus on yeah for that for that new entry I want to focus on making that street feel like a real entry street. So you know I'm torn if we if we do find additional space do we put it into this entry street or do we put it back into the our city city staff brought up the point that some of the some of the local residents have mentioned the trees along retain lane does this does the new plan take take that into account or is there is there a plan for that land for that existing landscaping. Sure so the the trees that are on that are on routine lane are actually public trees they're already in the right of life. When we do the right of way dedication we do the right of way. We do the right of way. We do the right of way of wiring a minor street care. So what that typically would do would mean that we would have to remove the trees. However I think there's a creative way to keep some of them and especially you know we have to look at where they fall in the entrance. But the idea would be that we would be able to do the right of way. We would be able to do the right of way. We would be able to do the right of way. I think the consensus was as long as we were able to maintain that 20 foot clear on the right that you see here in the slide that would we that we would be able to do that again that will be done in Congress with our arborist recommendations because we have to study further what those canopies are going to be able to do. So I think that would be very clearly going to be able to be saved. Understood. Thank you very much. Those were all of my questions. Thank you Board Member Staff. And that public frontage on Pertain will be improved to city street standards. Okay. Yes, that's correct. The street frontage on Pertain will be a minor street standard. Okay. Excellent. Thank you. Okay. Board Member Wolskie questions for applicant and our staff. Please. Just a couple. My first one is with this revised site plan that we're looking at right now with Pertain Lane Parkway Strip. I'm wondering if it would be possible not just for emergency vehicle access and maybe I'm incorrect in thinking it's just that but would it be possible for residents to exit and go right only and not have a left-hand turn available? That may be something for Mr. Sprinkle and then curious about the Pertain Lane Parkway Strip who will be responsible for maintaining the landscape and trees in that area and that's all I've got. Thanks. Thank you. Mr. Sprinkle, jump in if I miss quoting our conversation but that question was the exact same question that I had for Mr. Sprinkle and we came to the conclusion that it is very likely that we'll be able to do EVA and write out to kind of alleviate some of the issues that we're going to address on Britain. It will be studied particularly in our traffic study to prove that it will work but we're both feeling pretty confident about it. And then I'm sorry, your other question on the Parkway Strip, we would very much anticipate being the ones maintaining the Parkway Strip. This site will have a homeowners association and it's very typical that we would be able to do that. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Now let's move on to Board Member McHugh. Any further questions for us today? Not right now. Thank you. Thank you, John. And the previous Board members said that we would like to make a comment by Zoom. Please raise your hand at this moment. And we can promote you to speaking privileges. If you're dialing in via telephone, the phone number will be available at the moment. So we would like to extend that courtesy to our public and it looks like we do have some members of the public here tonight. If you're dialing in via telephone, the telephone number is<PHONE_NUMBER>. And please start 9 to raise your hand. And everyone will have three minutes. And Michelle, are we ready? We have our timer set up yet? We do. Lovely. Thank you. Thank you. And the first public comment is Debra. Debra, you should have a prompt allowing you to unmute. And if you could please start by stating your full name for the record, please. This is Debra Moser. And I was at the meeting last week too. And so I'm appreciating how it's going to be. And my son have property on Britain Lane as well. And so my main thing is again, you know, will the sewer and water come down Britain Lane? And I feel like we don't know that yet. But it sounds like we will have access to it if it doesn't come down Britain Lane and it stays inside the complex. Or the design. The new design. So that was one thing about that. If there's any more clarification of that or it's just being looked at still. On the new design, I noticed in front of my house at 7. 12. That the buildings, okay, so my question is is that a street, another street that's going to be connected to Britain Lane? Or is it just there's going to be two access roads, one sort of more towards the front and one is very close to the rear of the project. But there's not going to be any streets. There's not going to be any driveways or streets going along adjacent to Britain Lane. Is that true? The concern about the trees. Some I've been living there for 40 years. Some of those trees are not good treats anyway. I just want to say those pop lars are bad. You know, they're just they just fall apart their softwood et cetera et cetera. Of course, it'd be nice to keep the oaks or some of them if they're healthy. And of course, the beautiful ones at the front of the property. And pretty much that's really all I have to say right now. Thank you so much. And thank you, Samantha, for considering all these wonderful things with your design and how the buildings will look and keeping it to two stories. And I really do appreciate that and also the whole thing with the green energy and the plants being drought resistant and things of that nature. I think that's what you said too. Thank you very much. Okay. And I'm not seeing any other hands for public comment at this time. Okay. Let it rest for about 30 seconds or so before we close. And thank you, Miss Moser for your comments and for your questions. We'll see about getting those questions answered as well about the sewer if possible. And it's always great to hear that there's a good conversation, a positive conversation happening between neighbors and the applicant as well. So the the board always loves to hear that and I know that makes the city staff's job easier as well. It's better for everybody. And also it's nice to hear I think we're zeroing in on Britain Lane rather than Britain Lane. So I've got a different pronunciation. So I think Britain Lane is where the condensers is coming. Especially if Miss Moser has lived there for 40 years, she probably knows. So no other hands are being raised. And so Michelle, do we have any other emails or phone calls that have been received, phone messages? No, we do not. Okay. Well, then I guess we will close public comment at this point. Thanks everybody. And at this point, we'll move it right along and bring it back to actually, I would like to maybe try and get an answer to the question about the sewer and utilities. Does anyone potentially from staff have any information on that as well? Oh, and or Miss Moser. Sure. So and Mr. Triple, if I'm if I'm jumping in here, feel free to cut me off. So I think we are dedicated to figuring out how to make it work. The water isn't easier the answer because it's pressurized. So the answer is like, you know, that's that's something that we can definitely have down in Britain. I think the question that we still have in our civil community is how do we make it work through Britain and make it work without pumps and if it can't gravity drain is our pump something the city would entertain like there's there's a lot of there are several questions that we need to answer from an engineering standpoint on our design team before we have a confident answer. I think we're going to be able to make it work. So I think we're going to be happy to upsize our system to account for the public street and the homeowners and put public utility easements over our roads that allow them to connect in. I just I don't want to say yes and then find out that the engineering doesn't work. Excellent. Thank you. Thank you for that. And again, thanks for being a good neighbor. Sheila, I do see your hand, but I'll see it does staff anything else. Thank you. Thank you. I think what you're going to say is where the project is in terms of understanding where how those public utilities would provide service to the site and I think everybody understands the position of the neighboring properties and their goal to be able to have access to connected to utilities. So it certainly is a top goal of the project. Thank you. Thank you. I know that that was included in the public comment that a lot of the neighbors would be very excited to have connectivity. Yes, Board Member Wolskie, Sheila, your question. I do have another question. I read I think it was in the narrative that the trust will be placed in an area where it won't create noise or nuisance in the area. Thank you. Sure. So this is proposed with individualized trash.  There will not be a centralized trash. We try to avoid it. It creates kind of nuisance. We can't do that. I think it's a great idea to have people on either side of the aisle have their bins out and carts out for vehicles to pass. Absolutely. What we're doing is trying to make sure there's room in the driveway aprons as well.  I think it's a 12-hour window. Great. Since we can move right into comments, Sheila, you had the microphone. Would you like to just continue and any comments? I can. They're kind of all over the place but that's okay. I'll keep going down my list. In looking at both the original plan, I guess I'm a little concerned that all of the open space and the common amenities are kind of located in one area. For me, I think I would like it to be sprinkled a little more throughout this development. I think especially for the folks on the north, they'd have to travel a distance to get over there. I would like to see a little more open space on the north side to get a little more over there or maybe just switch it out and move buildings. I do like the portrait patio support columns. I think those are really attractive and I hope you maintain that design. We've seen some stick spindles and some developments and I think these are really attractive as they are. In terms of the architecture and the design aesthetic that you chose, I think it's a really good solution for this area. It's kind of understated and classic and I think it will fit in well in this neighborhood. I like one of our design guidelines is to differentiate between the first story and the second story and I think you've done that well with putting the shingle sighting on the upper story, so thank you for that. There is a mix of window design which is also really interesting. Thank you for that. I guess on future, since apparently you do do several projects, city ventures in Santa Rosa, I would like to see full elevations, not just snippets of what one area will look like. It would be helpful to see the entire elevation on one sheet. She A4 was described on the side. That looked a little bare to me. The wall did in the rear 50% of that rendering, so I was wondering if anything more could be added to that elevation to bring some more visual interest to it. Otherwise, I thought all the other elevations were great. I like how in most of the project you've got garages facing garages facing a garage which can be a little boring and that the doors go into the common space and that you haven't located garages there. I also appreciate how you're offering a four bedroom plan. I think that's really important and I have not seen a lot of that here. I think the most I've seen is three bedroom and I think there's a need for that and I also really appreciate that you are putting a bedroom at least in some of the units on the lower level. That's a really big deal for people with mobility issues, seniors or even if you break your leg you don't want to go up a flight of stairs. So I think that will help sell this product very well. And that's it for my comments. Thank you. Excellent. Thank you very much Board Member Wolskie. Board Member Stapp. We'll take comments. Please Mark. My comments are simply compliments on a nicely designed project. Most of my questions and concerns we addressed in the last section and they were all exterior issues regarding traffic utilities, landscaping etc. And you've addressed those very nicely. Thank you again for working so closely with the neighbors in that area. That's wonderful. And then with respect to the actual design it's an attractive, thoughtful, sensitive design for that area. Really nicely done. And so again nothing but thanks for a well thought out plan. Thank you Board Member Stapp. Yes, we always do appreciate a well thought out package. Thank you for those comments. And we'll move it on to Board Member McHugh. John, take it away. Thank you very much. I endorse the comments of my fellow Board Members. And I want to thank you very much. I think it is an excellent design. When I first saw it I was really impressed by how it all came together. I think it was a great opportunity for me to hear from the applicant that you paid some attention to the buildings and homes across the street on Britain Lane. And I really appreciate that. And so I'm very appreciative of the project. And thank you very much. Thank you. Thank you Board Member McHugh. And we'll share my thoughts. Yes, I agree with my fellow Board Members. We've done a great job complimenting tonight. Very thorough. I will endorse everything that people have previously said. But I do want to thank the applicant for this project and for bringing the housing. I think it's a great opportunity for me to see the units. And as Board Member Wolskie mentioned, seeing four bedrooms is always nice too. It's nice to see a project that identifies a need and then strives to fill it. And you've done that with that but then also with other aspects of the project as well. I think it's a very good use of space. I think it's really great to see the public meeting. I think it's a great example of how the process can and should work. It's a collaboration. No one's here to shut anything down. We're here to make the projects as positive an impact as possible in our neighborhoods and to compliment what's here. And so I applaud you for your efforts so far. And I have every confidence that that will continue. Architecturally, I do appreciate that this is a, you know, it's a more traditional style, traditional in a way. It is meaning that it's not necessarily bringing in the very contemporary angles of today but is also bringing in some of the some of the details of shingles and the pitched roofs. I do think that it's going to tastefully fit in to feel modern but then also to fit in with the neighborhood and it will be uniquely traditional I think in terms of recent proposals we've had. So I applaud you on that design. I will echo one concern that Board Member Walski also had about the public amenities. It is interesting to hear that the playground area actually with the new layout is expanding because I was curious to hear what the square footages are. Don't necessarily need to get into exactly the, you know, the real exact square footages but I was curious to hear that actually was made larger and I can see that there are space savings happening with that because I do feel that on the north side it's a little sparse in terms of public amenities. I know it is getting over towards the Rodota Trail but just that, you know, the northern third of the project I think if you're looking for ways where you can maximize that space, you mentioned either the Paseo or the entrance I would advocate for moving that, those, any extra space that you do have over to that third, maybe you do have the smaller public area there in livening that a little bit or sprinkling things, you know, aspects around where you can. As Sheila mentioned that's always a great thing so you don't have to walk across the entire development to get to an open space. With that as well I believe that I notice the only bike racks you have are at the playground area I think it would be useful to see some throughout the project visitors and areas to lock up as well. And the trees it's been brought up a few times so there are some really nice trees that are there some will be taken out and will be mitigated and I think and you are preserving the grand Oaks as well. I think that making this as leafy as possible and providing as much shade with these additional roads will be something in your favor as well so really maximizing that. But job well done and I have every confidence that you will continue working well with staff and with the community to make this a really great asset to the neighborhood so thank you very much. Thanks for your efforts throughout the city as well. Thank you everyone. Just to kind of sum up our comments as a board I will sort of hit some of the highlights and please let me know if I've missed anything at anyone. Yeah, as we mentioned having amenities spread throughout the project the you know looking at the north side for this open space and public amenities let's see let's see in moving into the design aspects as well you received comments upon your use of variation from first story to second story your use of varying window designs as well on having a nice lively design as something that the board really appreciated the she'll mention the garages facing garages which I think is a really great observation and a really important design aspect too so keep moving with that and again the diversity of units and the units for mobility as well is also very much appreciated with ground floor access and we'll ask the board see if I've missed anything there any other observations any further comments that have sparked off okay well at this point we do like to hear from the applicant if our comments any reactions to what we've said you know positive or negative so please let us know Miss Hauser no I so appreciate all of the comments and I think that the amenity comment is well taken I think especially with some of the units that we're moving with the new point of access this is a really good time for us to figure out how to interlace those in so the next time this plan comes through or gets submitted into the city it will have those changes made great thank you for that and again we won't see it again but we do you will be in good hands with staff and with the rest of the process thank you and at that point I believe we are on to our last item on the agenda which is adjournment correct amen yes so thanks everyone thanks very much for being with us today and this meeting of the designer board is now adjourned alright


Hey everyone, my name is Andrew Oh. I'm a VP of product and head of design and I'm doing episode two of how to interview top tech companies. Today we'll be going over our topic, execution. More specifically, we're going to be going over metric definition. This is the second part out of our five part series where I am covering how to interview at top tech companies like Facebook, Google and more. Covering the basis of the different types of interview categories you're going to be getting asked. And so without further ado, let's dive right into it. All right, so just as another quick background about myself, I am again a VP of product and head of design that most recently served at Coulomb which is a series based on crypto trading app based in Indonesia. Before that I was at TikTok as a lead product manager working as a founding product manager on a zero to one product. And before that I was at Grav, it's a senior PM working on a product product. Aside from this my corporate career, I've also been a founder. I've found a startup strategy from e-commerce and sports products accessories to manufacturing to social. I've also been part of the Aquamis Accelerator Program based in San Francisco and I am an exponent product management interview coach. So today we'll be going over execution and more specifically that will be metric definition. Afterwards we'll be going through the cold framework and breaking down the most important piece that I registered strategy which you'll use to then define your key metrics and then we'll be going through a walkthrough on a specific metric selection. So I've done this presentation a little bit differently. This time I have a little bit more detailed slides and more specific examples that we could go through. And so let's get right to it. So what is execution? What is metric definition? Execution is a term that may be used differently across different companies but the one that we're most familiar with or the way that we're defining it today is all about metrics. So you have two types of metric interviews that you're going to be doing. One is metric definition. So that's defining and setting goals for your team and the last would be metric change. So you'll be given a prompt on a metric that changed for a specific product company and you'd have to diagnose why that metric changed. And so why is this being assessed? We are assessing more specifically around your way of thinking with regards to setting with regards to two parts. So I'll go over the definition part first and only this because we'll have a separate episode for the metric change. So for metric definition, what's really being assessed here is your ability to set and establish North Star Metrics and goals to help orient the team's efforts and also your roadmap for accomplishing impact which is ultimately what we product managers have to do. So driving impact in the right areas that is essentially what is being assessed here and more specifically you're going to be assessed in terms of your framework and way of thinking on how to structure the pathway towards coming up with really great goals for your team. The person that will be interviewing you for these kinds of interviews will still likely be product leads and up. So could be managerial based product managers or it could be VP's directors, et cetera. Some examples of metric definitions questions you're going to be asked could be for example, the fine goals and success for Instagram, how would you define the North Star metric or key metric or TikTok? And lastly, how would you structure the team's goals? These are all alluding to essentially the same question, same assessment criteria and we'll be going over one of these questions more in depth. So for the case question we'll be reviewing today, how would you define the North Star or key metric for TikTok? So there's a few terrifying questions you're going to want to ask here. And as you can see from the slide, I've run down a little bit more detailed footnotes that we can go over together. So the first question is, and again, I think this is a great tactic that more advanced interviewees should be using. Just ask if it's first okay to make the data assumptions. Is this going to help you make data assumptions on the fly to better make prioritization and trade-off decisions or to help magnify opportunities? The second question is not really a question, but more so just reviewing the product and walking through with your interviewer, the typical TikTok UX in this case. So walk through from A to Z, what is the typical TikTok UX? Talk me through what do people go to this app? What is it really used for? Who are the people that we think are kind of using it? Just like touches, but really I'm just trying to get a better sense to make sure that we're on the same page for our understanding of the baseline products. Third, we'll then be asking if there's a regional focus. So like the product sense, this is a really important part of your strategy to help define goals. So TikTok today in the U.S, which I believe has captured well over a hundred million Americans that are 300 Americans out of there, 300 million Americans. It's done really well. And you can argue for its target market, which could be Gen Zs and millennials that's probably captured over like well over 50%, maybe even 80% or more of people today. So the regional focus in that case, if you were to place that regional focus and attribute a stage of product to the U.S, you might say, well, it's already captured most of the users. We are probably not thinking of it being more towards the mature stage as we start shifting goals towards monetization. And so that's what's important to really determine and align on what is the regional focus because if you are building this for say Southeast Asia, that could be a very different story, this stage of the product could be in its growth stage, not the mature stage, and therefore the goals would also be different. So for this case, we're going to say maybe the interviewer said, hey, let's focus in Southeast Asia. If the interviewer doesn't provide a specific market, then you can go ahead and make an assumption on which market you think makes the most sense for us to focus on. So in this case, we'll choose Southeast Asia. And here's why. And so this is when you can start using some of the knowledge you have to make some data assumptions. It may or may not be right, that's not the point, it's just about seeing how you think. So Southeast Asia, I can see why they make a lot of sense. We have four billion people, which is 60% of the world's population just living in this market alone. With the GDP growth of over 4%, bullish 20 year outlook in that case, it's a 10 billion opportunity today going 10% year a year, which means it's likely to be over 10 billion, over a hundred billion dollars in terms of digital ad spend opportunity markets in the next 10 years. So yeah, so we don't focus, Southeast Asia makes a lot of sense. Given the Southeast Asia, and let's just make another assumption, we only have 20% penetration in terms of the target users that we're targeting today, which is millennials and Gen Zs. Our goal is going to be centered around music growth. So now we go to the second part of this framework, which is about context and users. And so first start with the mission. What's the next mission is to inspire creativity and bring joy to its users. Next, you can talk about the strategy and how that ties back into the mission. The strategy here is really the key component that you're gonna need to provide that direction on how to structure your goals or in other case, your metrics when we get down to it. So I wrote a little bit of a prompt here. The strategy is in order to grow the user base in Southeast Asia to hopefully one day encompass our four billion people in APAC, which is 60% of the world's population, and therefore fulfilling our ability to inspire creativity and bring joy to the world. Our strategy will be this. If 0.1% of creators of users can create 90% of the most highly engaged videos on the platform, we'll have a really strong growth loop activated. The more highly engaged content we can create, the more people are going to refer the friends to come on board, the more likely they're going to share really cool TikTok videos, like download it, share it on Instagram stores, et cetera, or just WhatsApp it or I message it to the friends. And so if you can even get 0.1% of users to create really great videos, we're gonna have a really strong growth loop there. Mind you, let's also just assume that we've seen this kind of behavior already, this referral based behavior already validated in other markets that we've been in in the past. Now the short-term goal would be to bring global entertainment to a pack region, the Asia Pacific region. The long-term goal would be winning this region which was to cure the $100 billion market opportunity in the next 10 years. Now let's think about the user segmentation here. I've identified three specific types of users. The first is creators. So these are people who are just creating videos. They could also double up as viewers which is the second user segment viewers. So these are people who typically come to the platform. Their goal is to view the videos, again, sustained. And then last we have advertisers. Advertisers are people that with the small businesses or big enterprise that come to the platform to curate ads and hopefully end down more traffic and sales. Now what I've done here is I've further segmented each of these user segments.  So layer one is the creators, viewers and advertisers. And then I call the subsections layer two. So for creators, I've defined the layer two as friends. So these are creators who are just creating more for the front-end family, long-tail creators. So long-tail creators are creators that maybe have in between a couple hundred to maybe like 10,000 or even 50,000 followers. So these are the long-tailed creators of which are hoping to then transition to the last layer two segment here which is the full-time slash powerhouse creators. So these can be celebrities. These could just be huge, massive creators that have, you know, and are beyond 50,000 followers and are then able to monetize and do this full-time. But I would say, you know, these people like we have hundreds of thousands at the very least. So these are the layer two creators segments that I've identified. We then have viewers. So for the viewer side, we have what I call casual viewers. So there's the people who just, you know, momentarily throughout the day, open the app, entertain, maybe there's even lunch, et cetera. Just casually browsing, no real goal in mind. And then you have the addicts. So the addict viewers are people who are addicted to the app. So they're constantly going on the app to get into the chain, get that dopamine hit and just contribute a lot of their free time and day-to-day on the app and scroll through. The last is advertisers. So for the advertisers layer two, I'm identifying that as SMBs, mid-market businesses. So mid-tier businesses and enterprise. Now, in terms of the user segment, which I think it's going to be really key and crucial for us to prioritize when it comes to really activating this growth of strategy and making it work, I think it's going to be the creator side. As mentioned, if you can get even just 0.1% of these users to start creating videos and really good videos, we're going to have a pretty impressive growth group activated which is going to increase our user growth ratio by a factor of a very high level. So more specifically than, this means I'm not looking at the full-time or powerhouse creators. I'm more specifically considering brands or long-tail creators. And so this is where I need to maybe just take a step back and think more logically as to which one makes the most sense. Does it make more sense to try to convince people who may also again be a little bit more private to create videos with the goal of trying to attract lots of attention to themselves but also to increase the follower base or does it make more sense to go after the long tail of users to constantly then create more videos and hopefully we can help achieve their user goal of obtaining more followers and hopefully help them monetize in the future. Now, we don't have any data here. So I might have to make an assumption to help make this right or at least in a better direction. So for the long-tail, if these long-tail users are 0.5% of the entire user base and our strategy here, as you can see is to get 0.1% of users to create highly engaged videos. It means we need 20% of these long-tail creators to be successful. That might be a bit of a stretch because let's be honest, not every single long-tail creator is going to be able to create really great content. However, maybe let's just say that's 2% of creators that are actually more long-tail creators who are trying to again achieve the user goal of getting a better following. And taking this re-creation process a lot more seriously, then that may make more sense. If, and then maybe the interviewer goes ahead and says, hey look, actually we did look into the data and we saw that long-tail creators are actually in fact only 0.5% of all the creators or all of the users on the platform, then you would need to make a logical decision if it still makes sense to go after that specific segment or if you should be going after the friends. There is no right or wrong answer here. You just wanna try to lean yourself into a justifiable argument for it's one way or the other. Now in this case, I'm just gonna stick with long-tail for simplicity sake. We'll just assume that it's actually 2% of the users. And also I just think that more realistically the long-tail users are people who already have that intention to create really high quality videos and then to try to go viral. There's probably gonna be a lot less friction and a lot more opportunity there to solve for and then to achieve the goals and help us obtain this growth loop. Then you can go through the user journey. So I covered this also in the product sense video last episode, but basically you just wanna walk through what someone and the long-tail creator segment would actually go through when they're creating videos. What does that entire process like? Even before they pick up the app and start creating videos, you can just tell me even what their day is like. Captured content, where would they go? With the mindset of I'm going to be creating something at the end of the day and collating all of its content to create a viral tech video. So you can talk about the journey of why the person wants to be a long-tail creator or an influencer. How do they plan their day in terms of capturing content? What are some of the problems that they're facing along the way? Talk me through the process of actually going on the app and stitching together video and then what is the process like even after the launch video? Setting up the tags, being responsive to comments and likes, et cetera. So you wanna just kind of walk through the entire user journey. That's gonna be really insightful to not only showing your empathy and depth and empathy, but more importantly, you're going to also be able to potentially see new opportunities. And in this case, more specifically, it could help you really identify some of the key metrics that you might actually wanna consider when it comes to that final piece. And so after you walk through the user journey, take a step back, ask for maybe two to three minutes so you can start writing down what are the key metrics that you want to prioritize. And so the way that I structure the metrics here is in four different parts. Number one is the OCR. So the OCR is going to be that department level metric that has been assigned to the department in order to achieve. Second is the North Star metric. So what is that key P0 North Star metric that's going to help accomplish the OCR? Three to five KPIs or key performance indicators. And then lastly, one to three guardrails. And if you don't know, guardrails are more like defensive metrics. No examples of this could be fraud. Could be fake content, could be, let's see, well, we'll leave it to that for now. But those are just examples of such a guardrail topics of which can derive metrics from. So I've already prepared some specific metrics that we could be reviewing for this case. Now, I'll walk you through the different columns that I have set up here. Column one is just simply one of the metric types. So OCR North Star KPI and guardrail. Second column that we have here on this table is metric name. So just the name of the metric itself. And the last column here, and I'm sorry, I didn't spoil that definition, right? But the last column here is specifically about how we're defining that metric. So I'll go over each of the metrics in the roles that I have here so far. The OCR is directly tied to the stage of the product. And we mentioned that early on that it's since we're focusing on APAC, our goal is centered around user growth. So the OCR for this department is to increase the number of users on the month-to-month basis. The North Star I will get to later because I like to actually go through the KPIs first and then think about what the North Star could possibly be. So for some of the North Star, sorry, for some of the KPIs, I'll watch on the following. One is the engagement rate per user. And we're just assessing that by time spent per daily active user and weekly active user. So this is great. This just gives us kind of like a baseline understanding, you know, as a PM, you should just be a little bit more aware of what your rates like for these that you have on board. Because this can actually feed into many other metrics that could be relevant or strategic in terms of insight that it could be providing you. Also it's a social app, I think, engagement rates are kind of a given. The second KPI that we have here is the percentage of users who are creators. So the way that we're defining this is just creators over the total number of users on the platform. And you would still have to even define what we mean by creators here. This creator, someone that created one video, five video, was it like one video a week? So you can also just decide to define a place on a timeline. So one video a week versus one video a month. It's up to you. Just make sure it makes sense the way that you do it. Maybe the creator also has to have their TikTok account turned to public and not private. That would make a lot more sense as well, given that the way that we define the long tail creators is that they're trying to gain amounts of following. So set up the criteria parameters for how you're going to define that specific user segment. So just to recap, KPI number two is the percentage of users who are creators. KPI three is the average time spent to create a video. And we're defining that from start to finish of the video creation process. Sorry, I made another type of there. KPI four is the average number of users who were referred per user. So that could be either tracked by the referral link or copy and paste. Could be from the address book as well. But yeah, that's how we can define that. KPI number five, and this is the last KPI is the D one, so day one to D seven retention rate. And we're tracking that by say, it could be the user opening the app simply by opening the app because they're going straight to the TikTok homepage where it's more like a video feed, or it could be say watching one whole video per session up to you how you want to define it. So these are the five KPIs. And so what I like to do is I like to just talk about the OCR first, think about the KPI second, and then I'd like to actually then come up with a North Star because sometimes almost KPIs could in of itself be a North Star metric or it could just help really again, allow you to get the time to take a step back and think more objectively from the whole ecosystem that we just discussed from the user journey, the user goals, like what really is that North Star metric that's going to really feel that OCR. And for us, we can just look back at the strategy. Our strategy was 0.01% of users will create highly engaged videos which would feed the growth loop. So therefore, I'm going to be placing the North Star metric as the increased percentage of highly engaged videos. And how we can define highly engaged videos could be some kind of factor ratio of likes, comments, and views. That could be a way to just indicate that these are high potential, hybrid videos. Sorry, just to clarify the definition again, it's some percentage factor of likes and comments or reviews. So that's how we can maybe define highly engaged videos. And then I also just have one guardrail metric that I just put here as well to check a box. So for us, that's going to be the percentage of fraud slash abusive users. Fraudulent users could be just fake accounts that came here for a specific negative reason. These kinds of accounts or abusive users could be people that came onto this platform and started maybe leaving harassment, comments, or messages to other people. How we can define this is maybe by some factor of either user got reported X number of times or it could even be say, mental high tier fraud score. And so the guardrail in this case could help us to filter out bad users and clean our data for how we're looking at the rest of KPIs, North Star, and OKR. And that is it. So, hope you really enjoyed this session. This is just again, a quick walkthrough of how to break down a question for metric definition. And you can replicate and rehearse this framework with your friends or with your marketing partners for yourself. And once you're ready, feel free to hit apply to all of those companies you want to spread and pray to. And I really wish you guys all the best in the hunt. That's all for today. I'm looking forward to seeing you in the next session. Take care.