History of how Evernote got started, and it's business molecule.

1. Lessons of the Past
Andrés Hurtado

2. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
Who?

3. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
Stepan Pachikov,
Who?

4. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE

5. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE

6. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
I SHOULD PROBABLY DO
MY CREATIVE FOUNDERS
PRESENTA…
OH LOOK! A NETFLIX

7. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
What?

8. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
• Note taking, organizing, and archiving
• Cross-platform, freemium app
What?

9. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
• Launched into open beta on June 24, 2008
• Reached 11 million users in July 2011.
When?

10. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
With the help of…

11. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
Raised a US$20 million funding round led by
DoCoMo Capital with participation from
Morgenthaler Ventures and Sequoia Capital.
With the help of…

12. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
🦄

13. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
🦄In 2012 Evernote became one of the first “Unicorn” startups, joining the
exclusive club for private tech companies worth $1 billion or more.

14. Use
Addresses
ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
People who wish to keep
their note-taking organized
People who wish to keep
their note-taking organized
Providing a freemium,
note-taking app
MultiplatformHave

15. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE

16. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
the company has failed to take advantage of its red-hot growth
and make enough money from much of its huge user base —
and is starting to show early signs of being an ailing unicorn.
Business Insider, 2015

17. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
💀🦄

18. 💀🦄
ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
Evernote originally grew users quickly by following the “freemium” model, in which the
product is offered for free in the hopes of eventually turning those users into paying
customers.
The problem is most of those users haven’t converted to the paid service, taking
a toll on Evernote’s overall business

19. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
Instead of focusing on its core note-taking product and on converting users to the paid
service, Evernote spent more time releasing a bunch of new products and
features that only helped it grab news headlines
Problem #2

20. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
A/B testing was not always taken seriously, resulting in inferior products with lots of
bugs, drawing bad reviews and heavy criticism from its users
Problem #3

21. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
People who wish to keep
their note-taking organized
People who wish to keep
their note-taking organized
Providing a freemium,
and paid note-taking app
Multiplatform
Use
AddressesAddresses
Have

22. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
• Reducing amenities/benefits for employees
• Cancelling annual developer conference, ‘Evernote Conference’
• “Improve its cash flow by cutting back on some of its investments.”
• Provide paid features, while keeping app free of use

23. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
VS

24. ANDRÉS HURTADOCREATIVE FOUNDER - SEPTEMBER 2017LESSONS FROM THE PAST: EVERNOTE
https://en.wikipedia.org/wiki/Evernote
http://www.businessinsider.com/evernote-is-in-deep-trouble-2015-10
Sources
https://blog.evernote.com/blog/2017/06/27/word-gratitude-evernotes-founder/