What is Evernote?

Evernote is a free app for your smartphone and computer that stores everything you could possibly imagine losing track of, like a boarding pass, receipt, article you want to read, to do list, or even a simple typed note.

What does Evernote do?

The beauty of Evernote is that it syncs automatically across all your devices, and across all your operating systems. Never lose another post-it note, scrap piece of paper, or notebook that has important information on it.

Who are Evernote’s users and customers?

Freelancers, Large Enterprises, Mid Size Business, Non Profits, Small Business

Who might have been the early adopters of Evernote’s service?

Evernote’s services equally applicable for teachers, freelance designers, professional and home chefs, and pretty much anyone else who engages with information and wants to keep track of it. Evernote is most used by Generation Y, which are mobile users.

How does Evernote alleviate the problems it addresses?

The app is roughly organized into notebooks and notes. Besides syncing across devices and operating systems, there are some features that make Evernote really stand out.

How did people solve the problems Evernote addresses before Evernote?

You create a notebook for a particular subject/topic, and then fill that notebook with notes.

What is Evernote’s business proposition, in a single sentence?

Remember anything and everything is at the heart of the Evernote experience.

Who are Evernote’s competitors?

Microsoft OneNote, Google Keep, Simplenote

Where does Evernote sit within its market?

Evernote Market is curated and marketed by a self-contained team of designers and marketers within the company. It’s not staffed at the expense of the core Evernote products, Evernote and Evernote Business. Evernote, the cross-platform note-taking app that now has over 100 million users, is going large on Market, its e-commerce business that sits alongside its core product. So far, it’s sold more than $12 million worth of goods via its store. Evernote that needs to continue growing and diversifying its business, perhaps the Market is a very natural step to complete the picture of a company existing to make your note-taking and working life easier.

What is Evernote’s competitive advantage?

Evernote provides a shared workspace, with essential tools to create efficient and organized workflows, and supports the best practices of project management. It even provides augmented intelligence technology called Context. Most importantly, Evernote delivers security.

What is the price point for Evernote’s product?

The idea is that over time users will be so happy they will eagerly look for ways to buy premium products.

How does Evernote make money?

Evernote can be downloaded free of cost. While the application is free to use, there is a monthly usage limit on the data that you can store in the Evernote archive. If you need to store more data, you can sign up for the paid version.

How else could Evernote monetise their service?

Evernote has always been about something bigger than note taking. Evernote seems to be integrated into almost everything these days as a big part of their long-term monetization & growth strategy.

How does Evernote acquire users and customers?

70% of Evernote users come from app stores
Over 20% of active subscribers who used Evernote for 2 years are paying customers.
The company is adding 25,000 users everyday.

What is Evernote’s sales and distribution model?

The AppStores are new distribution channels, giving companies like Evernote instant reach to millions of users who were eager to add new, valuable apps to their smartphones.
Evernote follows a freemium model: users try out the basic product for free, and when they become addicted, they upgrade to the premium service. It’s a definite incentive to build the most customer-pleasing, competitive, addictive product you can. Evernote has a pretty consistent pattern of converting users the longer they use the product. While only some 0.5% of first-time users jump straight to the premium product, that number goes up to 7% after one year of use. After two years, that number climbs to 11%. Of those using the product the longest—four or five years—a full 25% are likely to become paying users. The company added two new products in 2013: Evernote Business and the Market.

How might Evernote measure success?

The easiest way to get 1 million people paying is to get 1 billion people using, The more memories users store in Evernote, the more invested they become. Evernote measure success by user experience economy tracking key metrics for apps: Adoption, Engagement, Retention, Conversion, Exceptions.

As a business, what do you think Evernote’s main costs might be?

The business service lets your company centrally manage employees’ Evernote accounts for $10 per user per month or $120 per year.

What were the key people and skills needed to launch Evernote business features?

Evernote Business features are built around two key concepts: Knowledge Collection and Knowledge Discovery. Small business owners are elevating Evernote beyond the obvious. For a very small business, adding users is as simple as typing in email addresses and clicking Invite Users.

Find out how successful brands are created.