Evernote Overview

turning an elephantandrew malcolmsvp marketing

@EverMalc or LinkedIN:malcolmandrew

i wish i could be there, but

SVP Marketing, EvernoteVP Product Marketing Mobility, HPHead of Marketing, SkypeInvestor, Silver Lake PartnersAngel/Advisor: Atheer, Vave, ClinithinkStanford MBA Harvard BA

other than dad, who am i?

none of these is a particularly good reason to listen to me

These are only my experiences, and from what Ive seen, trying to apply a playbook to every situation is a guaranteed way to get a B- result.

instead, listen for three things

frameworks to structure problemspattern recognition that saves timenetwork of others to ask for help

We need the power of figure it out thinking1

https://hbr.org/2016/06/generalists-get-better-job-offers-than-specialists

whats the product?

Web apps only required connectivity but most desktops were comparable. Now, end user experiences vary based on hardware, connectivity and software.

whats the product?

Web apps only required connectivity but most desktops were comparable. Now, end user experiences vary based on hardware, connectivity and software.

whats the product?

This talk is about using customer centric thinking to build great product-based businesses, so lets start by defining what a product is.

was Skype a good product? good business?

minute growth: Skype vs. telcoswhat happens when more and more people are on Skype?2B min per day; more than 30% of international calling

We forgot Phase 2

great companies think about a system

value proposition

differentiation

innovation agenda

monetization model

target customerhow do we solve it better than anyone else?what problem do we solve?where must we continue to invent new experiences?who has that problem? are they a good customer?why will they pay us?

They address 5 questions with consistent answers:What problem do we solve?Who has that problem?How do we do it better than anyone else?Why will they pay us?Where must we continue to invent?

Still has the customer at the center, but may not start with that question.

Answers must be consistent i.e. cant say were different because of simple interface and then innovate 10 new features

CustomerMarketingEngineeringSourcingcustomer-centric used to mean listening

MarketingEngineeringSourcingCustomercustomer-centric used to mean listening

Customer InsightNow, it means marrying insight to innovation

prioritiespurchase Criteriadecision processpurchase occasionfunctional needssystem economics

uber trendshidden ipstart-up partnersr&d labstech insightpet projects

Innovation

How have we done this at Evernote?

Evernote was the founder of the personal productivity category. Almost 9 years ago, we introduced the idea that software could be the extension of your brain with an app that could capture any type of file (picture, handwriting, text, audio) on any device from Android to Windows, store it forever and make it retrievable with ease. All of this was incredibly innovative, but we forgot Phase II.

18 months ago, we were the first dead unicorn

Burning $5M per month

No major product releases in 2 years

Hard goods marketplace

since then, weve

seen our 200Mth registered userpassed 7B notes takendoubled the number of paying usersachieved cash flow positive operationslaunched redesigns of iOS and WIN appswon an AOTP Mobility award at CESmoved 3 petabytes of data to the Google Cloud

how? we stopped listening to start hearing

project gnome

aligned our business model with customer needs

Whats next?

great products vs. great businesses

great products great businesses that their users pay forsolve a problem1deliver an experience built on an org structured to deliver2uniquely stand apart in a way that others cannot replicate3are widely adopted without excessive marketing required4

Appendix

Lots of great products have been displaced

VSVSVSFirst to MarketDominant Player

The story is especially true now that distribution is not a barrier to entry and network effects are less sustainable

Great companies think about a system

Was Skype a good product?

More than 30% of International Minutes are on Skype

More than 2B minutes every day

More than 500M registrations and ~30-40% penetration of all broadband devices