The document provides an update on the Personal Libraries project. It discusses addressing feedback from customers and mentors to focus more on customers. It reports on search engine optimization efforts like preparing a Wikipedia article and contacting bloggers. It shares the results of A/B testing that found positioning against paid software and mentioning institutional use to be winning variations. It analyzes keyword search volumes in relevant areas like document management and collaboration. It considers business models like freemium and creating a document management and marketplace platform. It profiles potential customer archetypes and their needs. It sizes markets like commercial databases and evaluates marketing efforts underway.

1. PERSONAL LIBRARIES WEEK 6Channel & Pivot

2. Class & Mentor Feedback AddressedIs your customer the "customer from hell"? Is there really a paying customer here?Are you going to investigate the knowledge / document management market?Customers, customers, customers – start to model them

3. GOOD News

4. Search Engine OptimizationWikipediaBloggersWiki article preparedGenerate more references before publicationContacted 25+ bloggers who cover reference management softwarePositive responses from 2 alreadyOthers pending replyPeaya reviewed (in Dutch) as one of the best applications on ADOBE AIR.

5. A/B results declared a WINNERWinner!We learned: Position against leading paid softwareReference institutions at which our software is usedStuff navigation to other sites at way bottom of screenWinning variation has 58.7% conversion

6. Keyword Search Volume301,000 document management 60,500 document management systems 49,500 document management system 40,500 document management software 12,100 electronic document management 6,600 sharepointdocument management 110,000 pdfnotes 9,900 annotate pdfs 2,400 pdfdocument management 1,900 add comments to pdf1,900 pdf sticky notes 60,500 pdf library 40,500 pdf manager 8,100 pdf organizer 6,600 pdf manager software 1,900 manage pdf library 1,900 pdf download manager 1,600 pdf library management 1,000 pdf page organizer < 1,000 searchesshare annotationsshare pdf notesresearch annotationpublish your researchshare class notesshare pdf notes< 1,000 searchesWeb-based PDF manager cloud pdf library foxitpdf organizer online pdf storage pdforganizer software pdffile organizer 40,500 research software 1,000 medical research software 27,100 collaboration software 5,400 document collaboration 2,400 research management software 2,400 online collaborative software 1,900 collaboration software online 5,400 Share research 1,900 research sharing < 1,000 searchesweb-based co-authoring co-author research software online collaboration software< 1,000 searchesshare pdfsresearch co-authoring software < 1,000 searchesClinical research softwareComparison of existing demand for relevant keyword “silos”

7. Lifetime Value of User33,000 Impressions167 Clicks33 Downloads1 PaymentConversionFunnel

8. NOT SO GOOD News

9. Channels aren’t encouragingDiscussionsTakeawaysSalesEx-Sales Manager, EBSCO, academic database aggregator (complementary service)CEO, iParadigms, established Higher Ed sales org for plagiarism softwareEx-CEO, Veritas, highly experienced managing enterprise sales orgsCo-marketing opportunitiesCEO, ResearchGATE, 0.7M researcher SNFounder, LabMeeting.com, SN for researchersBDM for RIM on co-marketing Peaya for PlaybookUniversity Community Head of Research, Stanford NeuroscienceMed School Reference LibrarianGSB Reference LibrarianGSB Library DirectorDirector of SIPX, course reader printing systemAcademic market is terribly small (EBSCO sales $300-$6K, quotas ~$350-400K/annually)High volume academic site license over $1-2/user unrealisticCost of reaching lab managers prohibitiveDespite poor economics, many niche competitors Academic software is a “dinosaur” business

10. Reference Management PersonaRichard the ResearcherSalary: $10,000-$40,000/yearPostdoc, grad studentFirst author on research papers, tunnel vision NeedsOverwhelmed with research readings

11. Spends too much time authoring papers

12. Coordinate 4-20 researchers per manuscriptPurchase PowerAsks manager for part of $1K annual IT budget“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.”

13. Moving Forward

14. Can we win in Document Management?2009 Revenue:$3.5B growing 4.9%(Gartner)Sources: Gartner Magic Quadrant

15. SharePoint Product Manager

16. Web ResearchElements: Document Management

17. Records Management

18. Workflow

19. Social Content

20. Web Content Management

21. Extended ComponentsSEM TestsDocument Management may be a large market, but it is extremely competitive to buy clicks for this term

22. Advertiser Competition…and dominated by large incumbents

23. Concept 1: Freemium

24. Document Management ArchetypesAdam the AnalystSalary: $80,000-$200,000/yearPre/Post-MBA; manager; analyst; lawyerUltra busy, upwardly mobile professionalNeedsWorks in short to medium team projects