1. Personal Libraries

2. Insight: No more bookshelves eBooks+150% YoY ‘10 Printed Books -20% YoY ‘10

3. Version 1.0: Personal Libraries

4. Original Idea: Personal Digital Libraries Import, organize and share thousands of digital papers

5. Our Intrepid Team Abhishek BhattacharyyaResearcherEx-NEC engineerMasters EE candidate Xu CuiDesigner/developerStanford Researcher Neuroscience, PhD Mike DorseySerial e-commerce entrepreneurMS/MBA candidate Becky NixonProduct managerEx-Director, Scion GroupMS&E candidate Ian Tien Designer/developer Ex-engineering manager, MSFT MBA/MPP candidate

6. something-something-something.com Original idea Invincible Business Model: Version 1.0 SHORT TERMResearchers Lawyers Scientists LONG TERMAvid book readers Professionals FB/TW posts from users you know Company blog, FB, TW, support forums Import, organize and share thousands of papers Targeted marketing Product development Constant iteration & testing Libraries, Universities, Research Centers Bloggers and media targeting customer segment Academic Database providers Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Developers Marketers Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx

7. Here’s What We Did Version 1.0: Personal Libraries

8. Got out of the building

12. Extensive Surveys

14. Extensive Surveys

15. 33,000+ Adwords

17. Extensive Surveys

18. 33,000+ Adwords

19. Compete Review

21. Extensive Surveys

22. 33,000+ Adwords

23. Compete Review

24. Market Sizing

26. Extensive Surveys

27. 33,000+ Adwords

28. Compete Review

29. Market Sizing

30. 50 bloggers

32. Extensive Surveys

33. 33,000+ Adwords

34. Compete Review

35. Market Sizing

36. 50 bloggers

37. 6 Social Networks

39. Extensive Surveys

40. 33,000+ Adwords

41. Compete Review

42. Market Sizing

43. 50 bloggers

44. 6 Social Networks

45. Usability Tests

49. Pipelines OptimizeShorter pages raise conversions 80%

51. Pipelines Optimize

52. The Web ListensSites will feature your service

54. Pipelines Optimize

56. Run away from this customer as fast as possible.

57. Run away from this customer as fast as possible. They don’t want to spend money and will incur infinite support and infinite cost.

59. Pipelines Optimize

62. Pipelines Optimize

64. Negative MarginsWorking for peanuts, and hitting wild product success leads to economic failure

66. Pipelines Optimize

68. Negative Margins

69. ECM = BoringNo adjacent pivots worked for the team

71. Version 2.0: Trusted Advice

72. something-something-something.com Original idea Invincible Business Model: Version 2.0 Upwardly mobile young professionals making $2-10K of discretionary online purchases a year (excluding travel) FB/TW posts from users you know Company blog, FB, TW accounts Discover online goods recommended by friends at the lowest possible price from trusted vendors Developing trusted advice and advisors Web marketing Affiliate partnerships Constant iteration & testing Bloggers and Media targeting customer segment Retail marketing partners IE/FF/Chrome teams Affiliate Program Providers Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Developers Marketers Content Library Install base Readership base Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx

73. New Hypotheses

74. Here’s What We Did Version 2.0: Trusted Advice

77. Extensive Surveys

78. Landing Page TestsLanding pages tested on affluent, career aged professionals, approximately 70/30 male/female, N=800+

80. Extensive Surveys

81. Landing Page Tests

83. Extensive Surveys

84. Landing Page Tests

85. Market Research

87. Extensive Surveys

88. Landing Page Tests

89. Market Research

90. Compete Research

92. Extensive Surveys

93. Landing Page Tests

94. Market Research

95. Compete Research

96. Revenue Analysis

97. Two PrototypesInsidely.com wantio.com

99. Extensive Surveys

100. Landing Page Tests

101. Market Research

102. Compete Research

103. Revenue Analysis

104. Two Prototypes

107. Extensive Surveys

108. Landing Page Tests

109. Market Research

110. Compete Research

111. Revenue Analysis

112. Two Prototypes

114. Extensive Surveys

115. Landing Page Tests

116. Market Research

117. Compete Research

118. Revenue Analysis

119. Two Prototypes

121. something-something-something.com Original idea Invincible Business Model: Version 2.0 Upwardly mobile young professionals making $2-10K of discretionary online purchases a year (excluding travel) FB/TW posts from users you know Company blog, FB, TW accounts Discover online goods recommended by friends at the lowest possible price from trusted vendors Developing trusted advice and advisors Web marketing Affiliate partnerships Constant iteration & testing Bloggers and Media targeting customer segment Retail marketing partners IE/FF/Chrome teams Affiliate Program Providers Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Developers Marketers Content Library Install base Readership base Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx

122. Here’s What We Found Version 2: Trusted Advice

125. High Conversion43% clickthrough on Top Admissions Books for Stanford MBAs article Compare to 0.5% clickthrough on ads ~100x difference

127. High Conversion

128. Needs Addressed See videos at http://factnote.com/c/e245

130. High Conversion

131. Needs Addressed Super easy to install and use. I really did enjoy it! Great idea! I will keep the extension installed because I do think this is practical! I could see myself using this regularly

133. High Conversion

136. High Conversion

139. High Conversion

146. Life is short, focus on big markets

148. Thank you

151. Values celebrity trends & friends’ opinions

152. Wants high ticket items at lowest price

154. Hates tedious work

155. Identifies as influencer among friends