Sandhya Simhan – PDM Class 22 – GA NYC

Meet Hermione

• Working professional• Late 20s• Voracious reader• Uses multiple platforms

across multiple devices• Currently Pocket power

user who hasn’t upgraded to Premium

I read a LOT – how can I keep track of the useful

parts but still get through content quickly?

Meet Hermione

Now with Editor View!

Save Add Note Cancel

Save highlight?

Save Cancel

Add Note

Very useful note fo…

Very useful note fo…Save Cancel

Edit Note

Very useful note for explaining t

Delete

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!

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)

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 timehighlighting and notating

We can provide superior user

experience

Let’s Test Our Solution(1) Email to power users

(2) Beta Testing Offer

Let’s Test Our Solution(3) Test proposed functionality

(4) Test with select publishing partner

Three Types of Users

Power Users Students / Journalists Publishers

Consume content

Create content

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

Why does Pocket deserve to win?New Entrants:

Pocket is the segment leader with over 8x as many users providing data

Supplier PowerFree users will provide the bulk of the data for the highlighting platform.

Substitute ProductsAlt apps don’t support as many platforms or have as many integrated 3rd party apps

Buyer PowerPocket will provide crucial engagement data to publishers that can’t be easily

replicated by another app or platform

Competitor RivalryThe data created will be unique and not easily replicated. Competitors can’t provide

the same breadth or depth of information .

Lean Canvas

Problem

Solution

Unique Value Proposition

Customer Segments

Key Metrics

Unfair Advantage

Channels

Cost Structure Revenue Streams

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

Lean Canvas – PublisherNeed 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

Lean Canvas – Revenue

Power UsersCurrent # 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.

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

Our MissionBridging those who create content with those who consume it

Thank You!