This document discusses personal libraries and demand creation for week 5. It provides survey results from users on how they currently organize papers and citations. It also shows the most important factors for users in choosing a paper management system. The document discusses testing Google and Facebook advertising campaigns. It notes some virality from referrals but that collaboration features are not highly engaging yet. It proposes expanding the product from a reference manager to supporting ebooks and other digital content.

1. PERSONAL LIBRARIES
WEEK 5
Demand Creation

2. Your Feedback
 Understand Viral & Collaboration
 UserTesting.com on hypothesis
 Talk to more customers

3. Revised Hypotheses
MVP = Organize & Search Users will invite others in
Better Usability 
PDFs exchange for higher paper
More activation & retention limits
Next Focus = collaboration?
• Completed: Initial start • Completed: Survey • Completed: “invite a
screen optimizations • Update: “sharing” is far friend” call-to-action more
complete less important to users prominently displayed
• Update: latest survey than “save time”, “easy” • Update: [ ]
strongly validates this and “web based”
point
More info on our blog: http://factnote.com/c/e245

4. Survey Results
19 Masters, 1 PhD
How do you currently organize
Time Spent Reading Academic Papers papers?
(hrs/week) 20
15
10
5% 5
15% 0
Computer Web Folders Email Read On
Folders Attachments Coursework
10% 50%
How do you currently organize
citations?
7
20% 6
5
4
3
2
1
0
1-5 5 - 10 10 - 15 15 - 20 20 - 25 Manual Endnote EasyBib Google MS Word Mendeley
Notes 2007

5. Survey Results
Most Important Factors in Choosing a Paper
Management System
16
15
14
13
12
11
10
9
8
6
4
2
2
0
0
Time Saving Easy to Learn Web-Based Price Share with peers Converse with
others

6. AdWords Testing

7. 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

8. 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

9. We’re “a little” viral
12% of sign-ups from referrals
14 of 117 new registrations came
from referrals by 3 people from Jan
1 to Feb 1.
Referral bonus promoted in tutorial

10. 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

11. Virality Data
 117 - # of new registrations in past 18 days
 14 - # of those registrations through referral

12. Product Trajectory
iTunes of Digital
Content
PDF Organization &
Tagging
BioMed Reference
Manager
Biomed Endnote Reference Managers E Books:
TAM: ~$30M TAM: ~$84M TAM:

13. UserTesting.com
Scenario: 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 later
Task 1: Download Peaya and create a user account. Look at the site for
30 seconds. What is the site about? What are the most important/unique
services this site offers to the user?
Task 2: Use the search feature to find an article on stem cells. Do
you know what database you searched? Use the drop down menu to search
another article from a different database.
Task 3: Import two articles you searched for into your PeayaPaper
library and tag them "Stem Cells". Locate the papers that you imported in your PeayaPaper
library. Share one of the papers using "Express Link". Cite two articles in an MS Office Word
Document.
Task 4: Now that you've spent some time on the site, do you know the following:
- What is your membership status? What upgrade options are available and how much do they cost?
- Are you aware of the "refer-a-friend" program and what it entails?
- Do you know how to get help on a given task?
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?

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

15. Business Model Canvas

16. Next Week:
 More Customer interviews
 Refine SEM to Get Better Data
 Review UserTesting, A/B Tutorial
Testing, and Usability Findings to Test &
Improve Engagement

17. Competition