PERSONAL LIBRARIES

WEEK 5Demand Creation

Your Feedback

Understand Viral & Collaboration

UserTesting.com on hypothesis

Talk to more customers

Revised Hypotheses

Better Usability More activation &

retention

•Completed: Initial start screen optimizations complete•Update: latest survey strongly validates this point

MVP = Organize & Search PDFsNext Focus = collaboration?

•Completed: Survey•Update: “sharing” is far less important to users than “save time”, “easy” and “web based”

Users will invite others in exchange

for higher paper limits

•Completed: “invite a friend” call-to-action more prominently displayed•Update: [ ]

More info on our blog: http://factnote.com/c/e245

Survey Results19 Masters, 1 PhD

50%

20%

10%

15%

5%

Time Spent Reading Academic Papers (hrs/week)

1 - 5 5 - 10 10 - 15 15 - 20 20 - 25

Computer Folders

Web Fo

lders

Email Attach

ments

Read On Course

work048

1216

How do you currently organize papers?

Manual Endnote EasyBib Google Notes

MS Word 2007

Mendeley01234567

How do you currently organize cita-tions?

Survey Results

Time Saving Easy to Learn Web-Based Price Share with peers

Converse with others

0

2

4

6

8

10

12

14

1615

13

11

9

2

0

Most Important Factors in Choosing a Paper Management System

AdWords Testing

AB Testing Results

0% conversion 42% conversion 75% conversion 32% conversion

• Original Peaya website has 66% conversion rate• Conversion defined as people clicking the download button on the

landing page• Experiment still underway; too few data points for drawing

conclusions

Google & Facebook campaigns

• Keywords: free endnote, reference manager, pdf manager, Itunes for digital content, I tunes, manage pdf, organize paper, paper manager, citation manager, paper citation, cite pdfs

• 24 impressions, 2 clicks on google adwords• Clicks on free endnote and organize paper• No Facebook response• 1 Post on ResearchGate drew 7 visitors

We’re “a little” viral12% of sign-ups from referrals14 of 117 new registrations came from referrals by 3 people from Jan 1 to Feb 1.

Referral bonus promoted in tutorial

Collaboration doesn’t “pop”…. yet

“Rate & Discuss” is least interesting tutorial screen so far

However:1) we can test different

messages (ie “collaborate”) 2) experiment is slightly biased

in ordering, we need further testing

Virality Data

117 - # of new registrations in past 18 days

14 - # of those registrations through referral

Product Trajectory

TAM: ~$84M

Reference Managers

TAM: ~$30M TAM:

BioMed Reference Manager

PDF Organization & Tagging

iTunes of Digital Content

E Books:Biomed Endnote

UserTesting.comScenario: You are a post doc in biomed research. You read through 100s of papers / year. You need to save & organize these papers so you can find &

cite them laterTask 3: Import two articles you searched for into your PeayaPaperlibrary and tag them "Stem Cells". Locate the papers that you imported in your PeayaPaperlibrary. Share one of the papers using "Express Link". Cite two articles in an MS Office Word Document.

Task 5: What are the most important services Peaya offers to its users?- What message is the site selling you?- Would you continue to use the product in the futures?- Would you upgrade to a paid account?

UserTesting.com ResultUser #2 Was confused about whether the product was a website or a piece of client software

Business Model Canvas

Next Week:

More Customer interviews

Refine SEM to Get Better Data

Review UserTesting, A/B Tutorial Testing, and Usability Findings to Test & Improve Engagement

Competition