1. PERSONAL LIBRARIES WEEK 4 Customers & Users

2. Your Feedback Evaluate market size Talk to more customers Get beyond Stanford

3. Hypotheses & Findings More info on our blog: http://factnote.com/c/e245

4. Customer Interviews Feedback from >60 researchers cold calls, in-person interviews, and a web survey both Stanford and non-Stanford both current users and non-users Top features: easy citations, easily access PDFs, tag papers to find later, and format references for target publication >80% of respondents earn <40k in annual salary “I want it to collect & organize my PDFs” Less Attractive features: share papers with others, rate papers I’ve read

5. Update: New Tutorials

6. Search Volume

9. Google 70% search share

10. Suppose each “free endnote” search represents 1 in 200 users who obtain a new commercial license

11. Thus, 1.2M new yearly purchases

13. 1/3 in biomed

14. 20% are first author on publications

15. 90% of those license Endnote

16. Suppose average Endnote sale price is $70TAM: ~$30M

17. Next Week: More Customer interviews 2nd Customer Survey AdWords Value Prop Testing Landing Page A/B Testing vs

18. Competition