personal libraries week 4 customers & users. your feedback evaluate market size talk to more...
Post on 19-Dec-2015
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PERSONAL LIBRARIES
WEEK 4Customers & Users
Your Feedback
Evaluate market size
Talk to more customers
Get beyond Stanford
Hypotheses & Findings
More info on our blog: http://factnote.com/c/e245
Customer InterviewsFeedback from >60 researchers
cold calls, in-person interviews, and a web survey
both Stanford and non-Stanford
both current users and non-users
>80% of respondents earn <40k in annual salary
Top features: easy citations, easily access
PDFs, tag papers to find later, and format references for target
publication
Less Attractive features: share
papers with others, rate papers I’ve read
“I want it to collect & organize my PDFs”
Update: New Tutorials
Search Volumeendnote 450,000download endnote 22,200endnote software 3,600buy endnote 590
zotero 135,000download zotero 2,900zotero plugin 2,900
mendeley 60,500mendeley desktop 4,400
reference management 14,800reference software 12,100citation management 2,900
Total monthly 711,890Total yearly 8,542,680
Market Size Estimates• 8.5M searches/year for
relevant categories in Google
• Google 70% search share • Suppose each “free
endnote” search represents 1 in 200 users who obtain a new commercial license
• Thus, 1.2M new yearly purchases
• Suppose average sale price is $70
TAM: ~$84M
Reference Managers
• 7.3M researchers• 1/3 in biomed• 20% are first author
on publications• 90% of those license
Endnote• Suppose average
Endnote sale price is $70
TAM: ~$30M
• Wholesale book sales at about $24B annually
• eBook segment at about $0.5B and growing at over 100%
-American Publisher’s Association
TAM: ?
E Books:Biomed Endnote
Next Week:More Customer interviews
2nd Customer Survey
AdWords Value Prop Testing
Landing Page A/B Testing
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