1. Unconventional Evernote
Frontiers of Interactions, June 21, 2011
Dmitry Stavisky, VP of International Operations
1.1
Tuesday, June 21, 2011 1

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 them
Tuesday, June 21, 2011 2

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 device
Tuesday, June 21, 2011 3

4. Tuesday, June 21, 2011 4

5. Tuesday, June 21, 2011 4

6. Tuesday, June 21, 2011 4

7. Tuesday, June 21, 2011 4

8. Tuesday, June 21, 2011 4

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. 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. 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 for
Tuesday, June 21, 2011 6

12. IBM, Apple, Amazon...
Tuesday, June 21, 2011 7

13. IBM, Apple, Amazon...
Q: What do they have in common?
Tuesday, June 21, 2011 7

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. Evernote’s Ambition
Personal Social
Tuesday, June 21, 2011 8

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. User Growth
#!"
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Evernote publicly
*" launched in June 2008.
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The total number of
registered users crossed
("
the 10 million mark 2
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weeks ago.
&" It took only 38 days to
add the 10th million.
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Everyone at Evernote got
$" an iPad 2 (64GB 3G)!
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Tuesday, June 21, 2011 9

18. User Growth
Tuesday, June 21, 2011 10

19. Unconventional Idea
Ev
Tuesday, June 21, 2011 11

20. Unconventional Idea
Problem & product definition - memory extension
Ev
Tuesday, June 21, 2011 11

21. Unconventional Idea
Problem & product definition - memory extension
Universal need
Ev
Tuesday, June 21, 2011 11

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
Ev
Tuesday, June 21, 2011 11

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. Unconventional Execution
Ev
Tuesday, June 21, 2011 12

25. Memory Extension
• Your external brain ought to be with you everywhere you go
Ev
Tuesday, June 21, 2011 13

26. Memory Extension
• Your external brain ought to be with you everywhere you go
• Thus broad platform support and hybrid architecture
Ev
Tuesday, June 21, 2011 14

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 7
Tuesday, June 21, 2011 15

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 service
Tuesday, June 21, 2011 16

29. Universal Need
Ev
Tuesday, June 21, 2011 17

30. Universal Need
95% of future Evernote users live outside of the US
Ev
Tuesday, June 21, 2011 17

31. Universal Need
95% of future Evernote users live outside of the US
early international expansion
Ev
Tuesday, June 21, 2011 17

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
Ev
Tuesday, June 21, 2011 17

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. 28 Evernote Books in Japan
From Mar 2010 - June 2011
Tuesday, June 21, 2011 19

35. What Is It?
Ev
Tuesday, June 21, 2011 20

36. What Is It?
Hard to define? Allow users define what the product is!
Ev
Tuesday, June 21, 2011 20

37. What Is It?
Hard to define? Allow users define what the product is!
Breaking work/life barrier, life/work buddy
Ev
Tuesday, June 21, 2011 20

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!
Ev
Tuesday, June 21, 2011 20

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
Ev
Tuesday, June 21, 2011 20

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
Ev
Tuesday, June 21, 2011 20

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?
Ev
Tuesday, June 21, 2011 20

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 Ev
Tuesday, June 21, 2011 20

43. Ambitious? Get Help!
Ev
Tuesday, June 21, 2011 21

44. Ambitious? Get Help!
Hundreds of millions of users will rely on Evernote for their
lifetime memory
Ev
Tuesday, June 21, 2011 21

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)
Ev
Tuesday, June 21, 2011 21

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
Ev
Tuesday, June 21, 2011 21

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
Ev
Tuesday, June 21, 2011 21

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
Ev
Tuesday, June 21, 2011 21

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
Ev
Tuesday, June 21, 2011 21

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 Francisco
Tuesday, June 21, 2011 21

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. 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/trunk
Tuesday, June 21, 2011 22

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 & Services
Tuesday, June 21, 2011 23

54. The Money Question...
Ev
Tuesday, June 21, 2011 24

55. The Money Question...
Hundreds of millions of users will rely on Evernote for their
lifetime memory
Ev
Tuesday, June 21, 2011 24

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...
Ev
Tuesday, June 21, 2011 24

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 customers
Tuesday, June 21, 2011 25

58. Increasing Value Over Time
34%$+*,%"5*+4%$.'*+",*"#$%&'(&"
The longer someone
&'"!!#$
&&"!!#$ uses Evernote, the
&%"!!#$ more valuable it
&!"!!#$
%-"!!#$
becomes for them.
%,"!!#$
%+"!!#$
%*"!!#$ The easiest way to
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get a million people
%'"!!#$ to pay for your non-
!"#$%&'(&"
%&"!!#$ scarcity-based
%%"!!#$
%!"!!#$ product may be to
-"!!#$ make 100 million
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people fall in love
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Tuesday, June 21, 2011 26

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. 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. 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)728-6758
Tuesday, June 21, 2011 29