- Hermione is a voracious reader in her late 20s who uses multiple platforms and devices to read content but struggles to keep track of useful parts. - Pocket is testing new highlighting and annotation functionality to allow users to save and organize important parts of articles across devices. - The document discusses testing this new functionality with power users, students/journalists, and publishers to understand user needs and how Pocket can provide value to different customer segments.

1. Sandhya Simhan – PDM Class 22 – GA NYC

2. Meet Hermione
• Working professional
• Late 20s
• Voracious reader
• Uses multiple platforms
across multiple devices
• Currently Pocket power
user who hasn’t
upgraded to Premium

3. I read a LOT – how can I
keep track of the useful
parts but still get through
content quickly?
Meet Hermione

6. Now with Editor View!

9. Save Add Note Cancel
Save highlight?

10. Save Cancel
Add Note

11. Very useful note fo…

12. Very useful note fo…
Save Cancel
Edit Note
Very useful note for explaining t
Delete

14. Users Want It Yesterday!
I’d pay to see
other people’s
notes too
Copying and pasting
paragraphs into Word
documents isn’t cutting it
for me
I can’t read long articles all at
once – but I don’t want to
lose my train of thought!

15. Users will pay for search
(Pocket Premium)
Users want to retain
information
(Basic Pocket)
Existing Assumptions & Risks
Users will pay for
search functionality and
warehouse access
(Pocket Premium)

16. Users will pay for search
(Pocket Premium)
Users want to retain
information
(Basic Pocket)
New Assumptions & Risks
Users will pay for
search functionality and
warehouse access
(Pocket Premium)
Users will spend time
highlighting and notating
We can provide
superior user
experience

17. Let’s Test Our Solution
(1) Email to power users
(2) Beta Testing Offer

18. Let’s Test Our Solution
(3) Test proposed functionality
(4) Test with select publishing partner

19. Three Types of Users
Power Users Students / Journalists Publishers
Consume
content
Create
content

20. Why does Pocket deserve to win?
Pocket Readability Instapaper
Multi-Platform
Support
Integration into 3rd
party apps
One button
integration into
browsers
Platform for
publishers
Highlight &
annotation capability

21. Why does Pocket deserve to win?
New Entrants:
Pocket is the segment leader with over 8x as many users providing data
Supplier Power
Free users will provide the bulk of the data for the highlighting platform.
Substitute Products
Alt apps don’t support as many platforms or have as many integrated 3rd party apps
Buyer Power
Pocket will provide crucial engagement data to publishers that can’t be easily
replicated by another app or platform
Competitor Rivalry
The data created will be unique and not easily replicated. Competitors can’t
provide the same breadth or depth of information .

22. Lean Canvas
Problem
Solution
Unique Value
Proposition
Customer
Segments
Key Metrics
Unfair
Advantage
Channels
Cost Structure Revenue Streams

23. Lean Canvas – Power User
Need a way to
keep track of
useful parts and
get through
content faster
Currently
managing via
email + digital
notebooks
Searchable &
shareable
highlight /
annotation feature Searchable digital
equivalent of
writing notes in
the margins of a
book
Power User:
consumers a lot of
content everyday
across a variety of
topics
(1) User using
feature
(2) Users
upgrading for
feature
More platforms
supported;
More 3rd party
app integration
Email, WOM, Tech
news/blogs
Backend capability (humans + servers) required to
support feature;
Publicizing / promotions to raise awareness of
feature
Current Pocket power users who upgrade to
Pocket Premium

24. Lean Canvas – Publisher
Need qualitative &
quantitative data
about which
topics drive traffic
& engagement
Currently using
placeholder
metrics (time
spent on site,
page views,
shares)
Backend publisher
platform with
engagement
metrics &
analytics
Easily understand
who is reading my
content and what
they find
useful/important
Publisher: creates
lots of content
everyday (larger
media companies
but also smaller
writing focused
businesses)
(1) Publishers
using platform
(2) Publishers
paying for
continuous access
Access to 8x more
users than with
any other app
Sales, WOM, Tech
news/blogs,
sampling tactics
(free trials)
Backend capability (humans + servers) required to
support feature;
Publicizing / promotions to raise awareness of
feature
New partners who pay for access to the Pocket for
Publishers platform

25. Lean Canvas – Revenue
Power Users
Current # of users 12,000,000
Incremental % who will upgrade for annotation feature set 1%
Pocket Premium - yearly subscription / user $45
Potential incremental revenue from power users $5,400,000
**As of March 2015, subscription information for the Pocket for
Publishers platform is not available to the public.

26. Roadmap
Q1 2015 Q1 2016Q2 2015 Q3 2015 Q4 2015
Confirm user /
publisher
interest
MVP / Beta
Test
Test with larger
user group
Mass rollout
One Metric That Matters: # of users willing to upgrade to premium

27. Our Mission
Bridging those who create content with those who consume it

28. Thank You!