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PERSONAL LIBRARIES	<br />WEEK 6<br />Channel & Pivot<br />
Class & Mentor Feedback Addressed<br />Is your customer the "customer from hell"?  Is there really a paying customer here?...
GOOD News<br />
Search Engine Optimization<br />Wikipedia<br />Bloggers<br />Wiki article prepared<br />Generate more references before pu...
A/B results declared a WINNER<br />Winner!<br />We learned: <br />Position against leading paid software<br />Reference in...
Keyword Search Volume<br />301,000         document management <br />  60,500   document management systems <br />49,500  ...
Lifetime Value of User<br />33,000 Impressions<br />167 Clicks<br />33 Downloads<br />1 Payment<br />Conversion<br />Funne...
NOT SO GOOD News<br />
Channels aren’t encouraging<br />Discussions<br />Takeaways<br />Sales<br />Ex-Sales Manager, EBSCO, academic database agg...
Reference Management Persona<br />Richard the Researcher<br />Salary: $10,000-$40,000/year<br />Postdoc, grad student<br /...
Spends too much time authoring papers
Coordinate 4-20 researchers per manuscript</li></ul>Purchase Power<br /><ul><li>Asks manager for part of $1K annual IT bud...
Moving Forward<br />
Can we win in Document Management?<br />2009 Revenue:<br />$3.5B <br />growing 4.9%<br />(Gartner)<br />Sources: <br /><ul...
SharePoint Product Manager
Web Research</li></ul>Elements: <br /><ul><li>Document Management
Records Management
Workflow
Social Content
Web Content Management
Extended Components</li></li></ul><li>SEM Tests<br />Document Management may be a large market, <br />but it is extremely ...
Advertiser Competition<br />…and dominated by large incumbents<br />
Concept 1: Freemium<br />
Document Management Archetypes<br />Adam the Analyst<br />Salary: $80,000-$200,000/year<br />Pre/Post-MBA; manager; analys...
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E245 personallibs week6

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E245 personallibs week6

  1. PERSONAL LIBRARIES <br />WEEK 6<br />Channel & Pivot<br />
  2. Class & Mentor Feedback Addressed<br />Is your customer the "customer from hell"? Is there really a paying customer here?<br />Are you going to investigate the knowledge / document management market?<br />Customers, customers, customers – start to model them<br />
  3. GOOD News<br />
  4. Search Engine Optimization<br />Wikipedia<br />Bloggers<br />Wiki article prepared<br />Generate more references before publication<br />Contacted 25+ bloggers who cover reference management software<br />Positive responses from 2 already<br />Others pending reply<br />Peaya reviewed (in Dutch) as one of the best applications on ADOBE AIR.<br />
  5. A/B results declared a WINNER<br />Winner!<br />We learned: <br />Position against leading paid software<br />Reference institutions at which our software is used<br />Stuff navigation to other sites at way bottom of screen<br />Winning variation has 58.7% conversion<br />
  6. Keyword Search Volume<br />301,000 document management <br /> 60,500 document management systems <br />49,500 document management system <br />40,500 document management software <br />12,100 electronic document management <br />6,600 sharepointdocument management <br />110,000 pdfnotes <br />9,900 annotate pdfs<br /> 2,400 pdfdocument management <br /> 1,900 add comments to pdf<br />1,900 pdf sticky notes <br />60,500 pdf library <br />40,500 pdf manager <br />8,100 pdf organizer <br />6,600 pdf manager software <br />1,900 manage pdf library <br />1,900 pdf download manager <br />1,600 pdf library management <br />1,000 pdf page organizer <br />< 1,000 searches<br />share annotations<br />share pdf notes<br />research annotation<br />publish your research<br />share class notes<br />share pdf notes<br />< 1,000 searches<br />Web-based PDF manager <br />cloud pdf library <br />foxitpdf organizer <br />online pdf storage <br />pdforganizer software <br />pdffile organizer <br />40,500 research software <br />1,000 medical research software <br />27,100 collaboration software <br />5,400 document collaboration <br />2,400 research management software <br />2,400 online collaborative software <br />1,900 collaboration software online <br />5,400 Share research <br />1,900 research sharing <br />< 1,000 searches<br />web-based co-authoring <br />co-author research software <br />online collaboration software<br />< 1,000 searches<br />share pdfs<br />research co-authoring software <br />< 1,000 searches<br />Clinical research software<br />Comparison of existing demand for relevant keyword “silos”<br />
  7. Lifetime Value of User<br />33,000 Impressions<br />167 Clicks<br />33 Downloads<br />1 Payment<br />Conversion<br />Funnel<br />
  8. NOT SO GOOD News<br />
  9. Channels aren’t encouraging<br />Discussions<br />Takeaways<br />Sales<br />Ex-Sales Manager, EBSCO, academic database aggregator (complementary service)<br />CEO, iParadigms, established Higher Ed sales org for plagiarism software<br />Ex-CEO, Veritas, highly experienced managing enterprise sales orgs<br />Co-marketing opportunities<br />CEO, ResearchGATE, 0.7M researcher SN<br />Founder, LabMeeting.com, SN for researchers<br />BDM for RIM on co-marketing Peaya for Playbook<br />University Community <br />Head of Research, Stanford Neuroscience<br />Med School Reference Librarian<br />GSB Reference Librarian<br />GSB Library Director<br />Director of SIPX, course reader printing system<br />Academic market is terribly small (EBSCO sales $300-$6K, quotas ~$350-400K/annually)<br />High volume academic site license over $1-2/user unrealistic<br />Cost of reaching lab managers prohibitive<br />Despite poor economics, many niche competitors <br />Academic software is a “dinosaur” business<br />
  10. Reference Management Persona<br />Richard the Researcher<br />Salary: $10,000-$40,000/year<br />Postdoc, grad student<br />First author on research papers, tunnel vision <br />Needs<br /><ul><li>Overwhelmed with research readings
  11. Spends too much time authoring papers
  12. Coordinate 4-20 researchers per manuscript</li></ul>Purchase Power<br /><ul><li>Asks manager for part of $1K annual IT budget</li></ul>“I need tools that work with the journals that I want to publish in and cite from. I prefer things that are free. I like managing everything either in email or in folders on my PC.”<br />
  13. Moving Forward<br />
  14. Can we win in Document Management?<br />2009 Revenue:<br />$3.5B <br />growing 4.9%<br />(Gartner)<br />Sources: <br /><ul><li>Gartner Magic Quadrant
  15. SharePoint Product Manager
  16. Web Research</li></ul>Elements: <br /><ul><li>Document Management
  17. Records Management
  18. Workflow
  19. Social Content
  20. Web Content Management
  21. Extended Components</li></li></ul><li>SEM Tests<br />Document Management may be a large market, <br />but it is extremely competitive to buy clicks for this term<br />
  22. Advertiser Competition<br />…and dominated by large incumbents<br />
  23. Concept 1: Freemium<br />
  24. Document Management Archetypes<br />Adam the Analyst<br />Salary: $80,000-$200,000/year<br />Pre/Post-MBA; manager; analyst; lawyer<br />Ultra busy, upwardly mobile professional<br />Needs<br /><ul><li>Works in short to medium team projects
  25. Craves industry-specific research
  26. Writes memos, reports and presentations</li></ul>Purchase Power<br /><ul><li>Expenses $99 without worry on AMEX</li></ul>“I have zero time. I want to find better ways of doing things, but don’t want to learn new tools. Whatever I use, it has to work 100% of the time, or I’ll drop it like a garden gnome.”<br />Steve the Student<br />Salary: $5,000-$40,000/year<br />Undergrad, grad student<br />Busy student, rushing from class to class<br />Needs<br /><ul><li>Fast + cheap course readers & textbooks
  27. Easily access and share materials
  28. Collaborate on projects</li></ul>Purchase Power<br /><ul><li>Spends $250-2000 on materials/year</li></ul>“It’s always a mad rush for course readers and textbooks at the beginning of a term… I wish there was a better way to stay organized for class, and in groups”<br />Ivan the IT Professional<br />Salary: $60,000-$110,000/year<br />CIO, Director of IT, VP Ops, COO, IT Manager<br />Manages IT budget and staff<br />Needs<br /><ul><li>Make business users happy
  29. Simplify number of IT vendors and apps
  30. Lower IT costs per user</li></ul>Purchase Power<br /><ul><li>Manages IT budget of $500-2000 per user</li></ul>“I don’t want people using tools that create security holes, or give them the ability to walk out of the company with corporate assets. I want people to use apps approved by my department so we know how to support users when they call us.”<br />Edward the Executive<br />Salary: $110,000-$350,000/year<br />VP, Managing Director, President, C-level Exec<br />High stakes decisions, lives in review meetings<br />Needs<br /><ul><li>Fast consumer of information
  31. Asks piercing questions to cut through BS
  32. Needs to know what to trust </li></ul>Purchase Power<br /><ul><li>Gets organization what they need</li></ul>“I need my people to have the right tools and processes. I need systems robust enough to survive churn, yet flexible enough to be seamless.”<br />
  33. Document Management Archetypes<br />Adam the Analyst<br />Salary: $80,000-$200,000/year<br />Pre/Post-MBA; manager; analyst; lawyer<br />Ultra busy, upwardly mobile professional<br />Steve the Student<br />Salary: $5,000-$40,000/year<br />Undergrad, grad student<br />Busy student, rushing from class to class<br />Influencer(Single License)<br />Buyer<br />(Single License)<br />Ivan the IT Professional<br />Salary: $60,000-$110,000/year<br />CIO, Director of IT, VP Ops, COO, IT Manager<br />Manages IT budget and staff<br />Edward the Executive<br />Salary: $110,000-$350,000/year<br />VP, Managing Director, President, C-level Exec<br />High stakes decisions, lives in review meetings<br />Influencer<br />(Site License)<br />Decision Maker(Site License)<br />
  34. Concept 2: Document Management & Marketplace<br />
  35. Document Manager + IP Market Place Value Proposition<br />Steve the Student<br />Salary: $5,000-$40,000/year<br />Undergrad, grad student<br />Busy student, rushing from class to class<br />Needs<br /><ul><li>Fast + cheap course readers & textbooks
  36. Easily access and share materials
  37. Collaborate on projects</li></ul>Purchase Power<br /><ul><li>Spends $250-2000 on materials/year</li></ul>“It’s always a mad rush for course readers and textbooks at the beginning of a term… I wish there was a better way to stay organized for class, and in groups”<br />
  38. Providers and consumers of copyrighted material have unmet pain points<br />Providers<br />Consumers<br />NEEDSCONTENTVerifiable fact<br />Data<br />Figures<br />Analysis<br />Ontology<br />Citations<br />CAPABILITY<br />SearchPrivate Catalog<br />Collaboration<br />Discovery<br />Rating<br />Students<br />Academics/ Researchers<br />Non-Profit Analysts<br />Commercial Analysts<br />Legal Service Providers<br />Content Aggregators<br />Public Content<br />Private Content<br />eBooks<br />Commercial Content Databases<br />Self-Publishers<br />NEEDSUsage Data<br />Demand Data<br />Pricing Framework<br />Licensing Mechanism<br />E-Commerce<br />Fulfillment<br />IP Controls<br />Auditing<br />18M Higher Ed US<br />Most of Internet<br />7.3M Researchers WW<br />Corporate and Personal<br />TBD<br />$1B US Retail<br />147% ‘09 CAGR<br />TBD<br />$12B Legal$4B Scientific/Academic$2.5B Healthcare<br />1.2M<br />~0.75M units/year US<br />TBD<br />PAIN POINTS: Piracy<br /> Pricing pressure<br /> Slow growth<br />PAIN POINTS: Lack of tools<br /> High cost<br /> Inaccessible materials<br />
  39. A unified copyright marketplace serves unmet needs across segments<br />Marketplace<br />Consumers<br />Providers<br />NEEDSCONTENTVerifiable fact<br />Data<br />Figures<br />Analysis<br />Ontology<br />Citations<br />CAPABILITY<br />SearchPrivate Catalog<br />Collaboration<br />Discovery<br />Rating<br />Students<br />Academics/ Researchers<br />Non-Profit Analysts<br />Commercial Analysts<br />Legal Service Providers<br />Content Aggregators<br />PARTNERSHIP<br />Alliance Network<br />Partner Infrastructure<br />DISTRIBUTION<br />SEO<br />Invites<br />Social Media<br />CHANNELS<br />Direct via Web<br />Client Experience<br />Resellers<br />Site Licensing<br />Printing<br />Public Content<br />Private Content<br />eBooks<br />Commercial Content Databases<br />Self-Publishers<br />NEEDSUsage Data<br />Demand Data<br />Pricing Framework<br />Licensing Mechanism<br />E-Commerce<br />Fulfillment<br />IP Controls<br />Auditing<br />Personal Library<br />Shared Library<br />Catalog<br />Admin Tools<br />API<br />Middleware<br />IP Exchange<br />BENEFITS: Monetize piracy<br /> Increased revenues<br /> Growth via new markets<br />BENEFITS: Effective tools<br /> Affordable pricing<br /> Broader selection<br />
  40. Sizing and Trends in Commercial Database Market<br />~$12B Legal<br />~$4B Scientific & Academic<br />~$2.5B Healthcare<br />
  41. Thank You<br />
  42. Business Model Canvas<br />
  43. CTR Evaluation Underway<br />CTR Tests with only one variable…the all-important “subject line”<br />
  44. Next Week:<br />TBD<br />
  45. SEO Marketing Underway<br />1. http://tusb.stanford.edu/<br />2. http://informationr.net/ (Tom Wilson)<br />3. http://inspiredlibraryschoolstudent.wordpress.com/2008/10/05/software-review-zotero-compared-with-endnote/<br />4. cnet.com<br />5. http://www.toptenreviews.com/<br />6. http://www.medscape.com/viewarticle/415045<br />7. http://www99.epinions.com/user-charolien<br />8. http://ideophone.org/zotero-endnote-alternative/<br />9. http://lincolnmullen.com/2007/10/18/bibliography-software/<br />10. http://oceanflynn.wordpress.com/2008/04/11/zotero-vs-endnote/<br />11. http://librariesinteract.info/2008/09/30/endnote-vs-zotero/<br />12. http://www.history.ucsb.edu/faculty/marcuse/present/076ZoteroEndnote.html<br />13. http://crookedtimber.org/2008/09/30/gmu-sued-for-zotero/<br />14. http://madisonian.net/2008/09/28/endnote-v-zotero/<br />15. http://www.productivity501.com/evernote-review/6307/<br />16. http://ptech.allthingsd.com/20100120/evernote-review/<br />17. http://thebloggingacademy.com/evernote-review-10-reasons-why-you-should-download-and-try-evernote/<br />18. http://nuvota.com/2010/01/11/review-evernote-one-place-to-store-all-your-notes-thoughts-information-%E2%80%93-no-matter-the-format/<br />

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