Unconventional Evernote                         Frontiers of Interactions, June 21, 2011                         Dmitry St...
Mission: To Give Everyone a Better Memory       Evernote is building the global platform                 for human memory ...
The Evernote Service   Capture Everything      •      Store everything             interesting that happens             to...
Tuesday, June 21, 2011   4
Tuesday, June 21, 2011   4
Tuesday, June 21, 2011   4
Tuesday, June 21, 2011   4
Tuesday, June 21, 2011   4
Search Technologies                          Unique technology                          recognizes printed and            ...
Search Technologies               Remember Everything   Unique technology                                     recognizes p...
What You Can Do with Evernote?  • Clip web pages - recipes, flight schedule, book    review, poem, business article...  • K...
IBM, Apple, Amazon...Tuesday, June 21, 2011      7
IBM, Apple, Amazon...       Q: What do they have in common?Tuesday, June 21, 2011                   7
IBM, Apple, Amazon...       Q: What do they have in common?       A: These are companies “built around an idea that transc...
Evernote’s Ambition                             Personal   SocialTuesday, June 21, 2011                           8
Evernote’s Ambition                             Personal         Social       Evernote is creating a new “genre” - memory ...
User Growth                         #!"                               !"##"$%&                         +"                 ...
User GrowthTuesday, June 21, 2011   10
Unconventional Idea                                                EvTuesday, June 21, 2011                         11
Unconventional Idea       Problem & product definition - memory extension                                                  ...
Unconventional Idea       Problem & product definition - memory extension       Universal need                             ...
Unconventional Idea       Problem & product definition - memory extension       Universal need       Focus on everything in...
Unconventional Idea       Problem & product definition - memory extension       Universal need       Focus on everything in...
Unconventional Execution                                                     EvTuesday, June 21, 2011                     ...
Memory Extension     •      Your external brain ought to be with you everywhere you go                                    ...
Memory Extension     •      Your external brain ought to be with you everywhere you go     •      Thus broad platform supp...
Supported Platforms                                                                                                       ...
Memory Extension     •       Your external brain ought to be with you everywhere you go     •       Thus broad platform su...
Universal Need                                           EvTuesday, June 21, 2011                    17
Universal Need       95% of future Evernote users live outside of the US                                                  ...
Universal Need       95% of future Evernote users live outside of the US                   early international expansion  ...
Universal Need       95% of future Evernote users live outside of the US                   early international expansion  ...
Users by Country              1!#                         345*0#                                                 •   Fully...
28 Evernote Books in Japan                         From Mar 2010 - June 2011Tuesday, June 21, 2011                        ...
What Is It?                                        EvTuesday, June 21, 2011                 20
What Is It?       Hard to define? Allow users define what the product is!                                                   ...
What Is It?       Hard to define? Allow users define what the product is!                   Breaking work/life barrier, life...
What Is It?       Hard to define? Allow users define what the product is!                   Breaking work/life barrier, life...
What Is It?       Hard to define? Allow users define what the product is!                   Breaking work/life barrier, life...
What Is It?       Hard to define? Allow users define what the product is!                   Breaking work/life barrier, life...
What Is It?       Hard to define? Allow users define what the product is!                   Breaking work/life barrier, life...
What Is It?       Hard to define? Allow users define what the product is!                   Breaking work/life barrier, life...
Ambitious? Get Help!                                                 EvTuesday, June 21, 2011                          21
Ambitious? Get Help!       Hundreds of millions of users will rely on Evernote for their       lifetime memory            ...
Ambitious? Get Help!       Hundreds of millions of users will rely on Evernote for their       lifetime memory            ...
Ambitious? Get Help!       Hundreds of millions of users will rely on Evernote for their       lifetime memory            ...
Ambitious? Get Help!       Hundreds of millions of users will rely on Evernote for their       lifetime memory            ...
Ambitious? Get Help!       Hundreds of millions of users will rely on Evernote for their       lifetime memory            ...
Ambitious? Get Help!       Hundreds of millions of users will rely on Evernote for their       lifetime memory            ...
Ambitious? Get Help!       Hundreds of millions of users will rely on Evernote for their       lifetime memory            ...
Ambitious? Get Help!       Hundreds of millions of users will rely on Evernote for their       lifetime memory            ...
The Evernote Trunk                                        Enabled by open API                                        In-ap...
Ecosystem Stats (May)    •      Over 5,070 developers using Evernote API    •      627 are live on production servers    •...
The Money Question...                                                  EvTuesday, June 21, 2011                           24
The Money Question...       Hundreds of millions of users will rely on Evernote for their       lifetime memory           ...
The Money Question...       Hundreds of millions of users will rely on Evernote for their       lifetime memory           ...
“Freemium” Business Model    • All of Evernote’s applications are free    • Basic Evernote service is free    • Use Everno...
Increasing Value Over Time                                                    34%$+*,%"5*+4%$.*+",*"#$%&(&"               ...
Evolution of What You Worry About   • It used to be money       •       raising money in the middle of financial crisis   •...
The Best of Times                   Evernote would be impossible even 5                   years ago                   Toda...
Thanks!    Get Evernote at evernote.com    Latest news at blog.evernote.com and on    Twitter @evernote, hash tag #evernot...
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Unconventional Evernote, Dmitry Stavisky @ Frontiers of Interaction 2011

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Unconventional Evernote, Dmitry Stavisky @ Frontiers of Interaction 2011

  1. 1. Unconventional Evernote Frontiers of Interactions, June 21, 2011 Dmitry Stavisky, VP of International Operations 1.1Tuesday, June 21, 2011 1
  2. 2. Mission: To Give Everyone a Better Memory Evernote is building the global platform for human memory We want to be the trusted, permanent and ubiquitous destination for user lifetime memories and to power all the products that connect to themTuesday, June 21, 2011 2
  3. 3. The Evernote Service Capture Everything • Store everything interesting that happens to you using your computer, phone, camera, scanner, etc. • Sync everything to the cloud and your other devices for fast, reliable access • Quickly recall any memory from any deviceTuesday, June 21, 2011 3
  4. 4. Tuesday, June 21, 2011 4
  5. 5. Tuesday, June 21, 2011 4
  6. 6. Tuesday, June 21, 2011 4
  7. 7. Tuesday, June 21, 2011 4
  8. 8. Tuesday, June 21, 2011 4
  9. 9. Search Technologies Unique technology recognizes printed and handwritten text in images, even in poor conditions. Geo-tagging and timestamps allow search by time or place. Full text search in notes, documents and PDFs. Visual browsing and associative memory make search very intuitive.Tuesday, June 21, 2011 5
  10. 10. Search Technologies Remember Everything Unique technology recognizes printed and handwritten text in images, even in poor conditions. Geo-tagging and timestamps allow search by time or place. Full text search in notes, documents and PDFs. Visual browsing and associative memory make search very intuitive.Tuesday, June 21, 2011 5
  11. 11. What You Can Do with Evernote? • Clip web pages - recipes, flight schedule, book review, poem, business article... • Keep scans of your documents with you • Remember(encrypted) numbers... your passwords, accounts, credit card • Store business card snapshots • Record lectures • Keep a diary, remember your great idea • Collect project your next trip, purchase, or home repairs info forTuesday, June 21, 2011 6
  12. 12. IBM, Apple, Amazon...Tuesday, June 21, 2011 7
  13. 13. IBM, Apple, Amazon... Q: What do they have in common?Tuesday, June 21, 2011 7
  14. 14. IBM, Apple, Amazon... Q: What do they have in common? A: These are companies “built around an idea that transcends any particular product or technology” (The Economist) So is Evernote!Tuesday, June 21, 2011 7
  15. 15. Evernote’s Ambition Personal SocialTuesday, June 21, 2011 8
  16. 16. Evernote’s Ambition Personal Social Evernote is creating a new “genre” - memory extension. The goal is to be a historically significant company. We want to be a signature brand for information-centric people.Tuesday, June 21, 2011 8
  17. 17. User Growth #!" !"##"$%& +" Evernote publicly *" launched in June 2008. )" The total number of registered users crossed (" the 10 million mark 2 " weeks ago. &" It took only 38 days to add the 10th million. %" Everyone at Evernote got $" an iPad 2 (64GB 3G)! #" !" ), " #) *" ), " #) +" ), " #) !" #) #" #" #) *" #) *" #) *" " #) +" #) +" #) +" " #) !" #) !" #) !" " ,# !* ,# !+ ,# #! ,# !* ,# !+ ,# #! $, !! $, !! $, !# &, $!# !# &, $!! (, !! *, !! &, $!! (, !! *, !! &, $!# (, !# *, !# #$ ,$! #$ ,$! #$ ,$! #! ,$! #! ,$! #! ,$! $ $ $ ,$ ,$ ,$ ,$ ,$ ,$ ,$ , , , , ) ) ) #) $,Tuesday, June 21, 2011 9
  18. 18. User GrowthTuesday, June 21, 2011 10
  19. 19. Unconventional Idea EvTuesday, June 21, 2011 11
  20. 20. Unconventional Idea Problem & product definition - memory extension EvTuesday, June 21, 2011 11
  21. 21. Unconventional Idea Problem & product definition - memory extension Universal need EvTuesday, June 21, 2011 11
  22. 22. Unconventional Idea Problem & product definition - memory extension Universal need Focus on everything in your head: not just contacts, or to-dos, or files, or pictures, or web clips or notes or audio, but everything, together and in-context EvTuesday, June 21, 2011 11
  23. 23. Unconventional Idea Problem & product definition - memory extension Universal need Focus on everything in your head: not just contacts, or to-dos, or files, or pictures, or web clips or notes or audio, but everything, together and in-context Ev Anti-social (Well, almost...)Tuesday, June 21, 2011 11
  24. 24. Unconventional Execution EvTuesday, June 21, 2011 12
  25. 25. Memory Extension • Your external brain ought to be with you everywhere you go EvTuesday, June 21, 2011 13
  26. 26. Memory Extension • Your external brain ought to be with you everywhere you go • Thus broad platform support and hybrid architecture EvTuesday, June 21, 2011 14
  27. 27. Supported Platforms Evernote  Corporation http://www.evernote.com Clip  to  Evernote PRO ON WIRELESS  LAN Evernote Currently Supports: Windows iPhone /iPod Touch BlackBerry MacOS iPad HP WebOS All modern browsers Android Phones Windows Mobile Browser extensions Android Tablets Windows Phone 7Tuesday, June 21, 2011 15
  28. 28. Memory Extension • Your external brain ought to be with you everywhere you go • Thus broad platform support and hybrid architecture • support for all reasonable computing platforms (14) • toaster & fridge versions are coming • native apps Ev • intelligently consistent UX • native experience, no x-platform tools, HTML wrappers, no lowest common denominator • local data replica - available on the plane, in the mountains, while roaming • side effect - offload our servers - lower cost of running the serviceTuesday, June 21, 2011 16
  29. 29. Universal Need EvTuesday, June 21, 2011 17
  30. 30. Universal Need 95% of future Evernote users live outside of the US EvTuesday, June 21, 2011 17
  31. 31. Universal Need 95% of future Evernote users live outside of the US early international expansion EvTuesday, June 21, 2011 17
  32. 32. Universal Need 95% of future Evernote users live outside of the US early international expansion 36 x 14 - localization to 36 languages on 14 platofrms EvTuesday, June 21, 2011 17
  33. 33. Users by Country 1!# 345*0# • Fully localized into 12 -1# 2&# languages, including: $&# 6&# /0# $&#-.# English, Spanish, German,$&# !"# $%&# Russian, French, Italian, Dutch, Swedish, Japanese, Traditional Chinese, and *!# Korean +,&# • Dozen more languages - work in progress (# $)&#Tuesday, June 21, 2011 18
  34. 34. 28 Evernote Books in Japan From Mar 2010 - June 2011Tuesday, June 21, 2011 19
  35. 35. What Is It? EvTuesday, June 21, 2011 20
  36. 36. What Is It? Hard to define? Allow users define what the product is! EvTuesday, June 21, 2011 20
  37. 37. What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy EvTuesday, June 21, 2011 20
  38. 38. What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! EvTuesday, June 21, 2011 20
  39. 39. What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! User stories - blog, contests EvTuesday, June 21, 2011 20
  40. 40. What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! User stories - blog, contests Product is our main marketing tool EvTuesday, June 21, 2011 20
  41. 41. What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! User stories - blog, contests Product is our main marketing tool Why do I need Evernote? How can I use it? EvTuesday, June 21, 2011 20
  42. 42. What Is It? Hard to define? Allow users define what the product is! Breaking work/life barrier, life/work buddy Hard to explain? Let users do it! User stories - blog, contests Product is our main marketing tool Why do I need Evernote? How can I use it? Free version EvTuesday, June 21, 2011 20
  43. 43. Ambitious? Get Help! EvTuesday, June 21, 2011 21
  44. 44. Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory EvTuesday, June 21, 2011 21
  45. 45. Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) EvTuesday, June 21, 2011 21
  46. 46. Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem EvTuesday, June 21, 2011 21
  47. 47. Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API EvTuesday, June 21, 2011 21
  48. 48. Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API The Trunk EvTuesday, June 21, 2011 21
  49. 49. Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API The Trunk Affiliate program EvTuesday, June 21, 2011 21
  50. 50. Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API The Trunk Affiliate program Ev First Evernote Trunk Conference - August 18 in San FranciscoTuesday, June 21, 2011 21
  51. 51. Ambitious? Get Help! Hundreds of millions of users will rely on Evernote for their lifetime memory Evernote team is 70 people (year ago - 30) Early focus on building an ecosystem Supported by the architecture - comprehensive API The Trunk Affiliate program Ev First Evernote Trunk Conference - August 18 in San Francisco Developer Contest - $100,000 in prizes!Tuesday, June 21, 2011 21
  52. 52. The Evernote Trunk Enabled by open API In-app showcase of integrated products, services and content Designed to bring additional functionality to Evernote users, publicity and new revenue streams to partners Works with existing app stores, marketplaces and channels evernote.com/about/trunkTuesday, June 21, 2011 22
  53. 53. Ecosystem Stats (May) • Over 5,070 developers using Evernote API • 627 are live on production servers • More than 180 items in the Trunk - with more added every week. Over 80 iPhone and 60 Android apps integrating Evernote available in App Stores • Featured partners: Mobile Manufacturers Devices Apps & ServicesTuesday, June 21, 2011 23
  54. 54. The Money Question... EvTuesday, June 21, 2011 24
  55. 55. The Money Question... Hundreds of millions of users will rely on Evernote for their lifetime memory EvTuesday, June 21, 2011 24
  56. 56. The Money Question... Hundreds of millions of users will rely on Evernote for their lifetime memory And who will pay for it? Servers, storage, pipes, Support, Dmitry... EvTuesday, June 21, 2011 24
  57. 57. “Freemium” Business Model • All of Evernote’s applications are free • Basic Evernote service is free • Use Evernote for free forever • Upgrade to premium ($5/mo) whenever you want • Provides additional features for active users • Upgrade or cancel anytime without losing your notes • Over yearsof active subscribers who used Evernote for 2 20% are paying customersTuesday, June 21, 2011 25
  58. 58. Increasing Value Over Time 34%$+*,%"5*+4%$.*+",*"#$%&(&" The longer someone &"!!#$ &&"!!#$ uses Evernote, the &%"!!#$ more valuable it &!"!!#$ %-"!!#$ becomes for them. %,"!!#$ %+"!!#$ %*"!!#$ The easiest way to %)"!!#$ %("!!#$ get a million people %"!!#$ to pay for your non- !"#$%&(&" %&"!!#$ scarcity-based %%"!!#$ %!"!!#$ product may be to -"!!#$ make 100 million ,"!!#$ +"!!#$ people fall in love *"!!#$ with it! )"!!#$ ("!!#$ "!!#$ &"!!#$ %"!!#$ !"!!#$ %$ &$ $ ($ )$ *$ +$ ,$ -$ %!$%%$%&$%$%($%)$%*$%+$%,$%-$&!$&%$&&$&$&($&)$&*$&+$&,$&-$!$%$&$$($)$*$ )*+,-."/+0%"1*++2"34%$+*,%"Tuesday, June 21, 2011 26
  59. 59. Evolution of What You Worry About • It used to be money • raising money in the middle of financial crisis • Then it was the product • Over the last couple of months • cost of electricity • supporting international users • taxes • office layout! • But the greatest challenge is always HIRING!Tuesday, June 21, 2011 27
  60. 60. The Best of Times Evernote would be impossible even 5 years ago Today - App Stores + Cloud Services + Open Source Infrastructure + Social Media + Freemium Economics = Geek Meritocracy!Tuesday, June 21, 2011 28
  61. 61. Thanks! Get Evernote at evernote.com Latest news at blog.evernote.com and on Twitter @evernote, hash tag #evernote Dmitry Stavisky VP, International Operations dmitry@evernote.com +1(508)728-6758Tuesday, June 21, 2011 29
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