Hello… I’ve Waited Here For You… Evernote
Evernote allows you to save, store, and organize anything from lists and notes to pictures, audio files, and websites. Two of its selling features are that it can run on virtually any Internet-ready device you already own, and that it aids in organization by allowing file labeling and tagging. Another selling feature is that the premium subscription is only $5 a month.
The pitcher himself has what I would call a “meh” enthusiasm level. He seems to care, but passion and energy levels are low. Billy Mays or Powerthirst levels of intensity aren’t necessary, but they would have held my attention a bit more than Mr. Libin. However, while he isn’t very inspiring, he does come across as sincere and delivers a fairly comprehensive message. My own trust and interest levels are enough to find out more.
I visited Evernote’s site and got a bit more intrigued. I watched a video about its use in schools and got even more intrigued. I even went “mmmMMMmmm” when I thought about what I could do with it in my class on a SMART Board. I watched a tutorial video on YouTube. I was getting won over.
Then, after letting the hype settle, I thought, “Don’t I already have something like this that I never use? Livebinderit? (Now known as Livebinders)” While it’s not the same as Evernote, my non-use of Livebinderit, and the fact that Evernote was suddenly not-so-original had me rethinking investment. I am intrigued, but with my knowledge level of it at the moment, my experience and gut is telling me “I’m out.”
Posted in: Week 03: Analyst Bootcamp
Doug Smith 4:33 pm on September 21, 2011 Permalink | Log in to Reply
I agree that the the pitcher passes on a level of trust. I also agree with how your initial enthusiasm is not maintained.
This pitch is end users, not EVA people. It gets the uninitiated interested, in the way that your interests were piqued. However, the more specific things that separate it from its competitors (Livebinders and even OneNote to some extent) require more in-depth comparisons than what a 1 minute pitch can deliver.
I really like how they pitched the mobile device aspect. I’ve been an Evernote user for over a year and it can be useful. It does a good job of indexing and allowing users to search the materials you’ve uploaded, including PDFs. This is one area that OneNote is terrible at.
mcquaid 3:12 pm on September 22, 2011 Permalink | Log in to Reply
I think you’re right in your end users vs EVA audience. I think I went through the same transition as a viewer… at first, I liked the idea, but, in the end, if I had to put money into it, I’m not so sure I would.
jarvise 5:01 pm on September 22, 2011 Permalink | Log in to Reply
Hi Doug,
Interesting and correct that you say this pitch is aimed towards end users rather than EVAs. The question is, however, would end users watch this type of pitch? It seems that the pitch, per se, is a business-type of thing that is generally not targeted at general public type end users. So, if this is his target, he should use something more video-like and media rich (like what you see on the website). If the pitch is, by definition, targeted at investors, then why not focus on what they want to hear? Show me the money, right?
Emily
Everton Walker 6:03 pm on September 21, 2011 Permalink | Log in to Reply
Mcquaid,
I must agree with you about the body language of the presenter. Do you think this was a ploy to remain different? It always amazes me when presenters present their product as if they are appealing to inanimate objects. However, sometimes this is not a reflection of the quality service or product being advertised. It’s just up to the consumer to trust his or her judgement and do his own research before investing or buying.
mcquaid 3:27 pm on September 22, 2011 Permalink | Log in to Reply
Hi, Everton.
I don’t think body language was even on his mind. I think Libin was solely focused on two things: showing off the logo and cramming program information into a minute time frame. He did a pretty good job of both, but neglected things like energy and a rationale for why his program solves some hitherto-now unsolved problem.
Doug Smith 6:29 pm on September 21, 2011 Permalink | Log in to Reply
I think this also reflects that the CEO is not a marketing, “get up in front of everybody” type of person. I suspect that Evernote, like many tech companies, has very few employees and perhaps no one specific as the front person for marketing?
Jay 11:39 am on September 22, 2011 Permalink | Log in to Reply
I would agree with you that this CEO is not a “get up in front of everybody” type of person and not everyone is or can be, but I think that this is initial enthusiasm is so important in a position where you only have 1-2 minutes to capture someone’s attention. Of course it is not only this and a pitch must contain many other important things, but if this important information such as problem–> solution, how you will do it, and why it should be done can be pitched with more confidence it is likely to be more successful in that short amount of time.
ifeoma 6:36 pm on September 21, 2011 Permalink | Log in to Reply
Hi Mcquaid,
You are right that the pitcher delivered a comprehensive message though I though he only focused on what the product does. I also can relate to what you mentioned about his body language, I though he was a bit nervous. I guess we can assume everyone is their target audience. I initially thought it sounded like a personal digital library and then I thought, “with media cards, my smart phone can do all that” and is right in my hands, I do not have to pay to access the data I put on it. I guess I am saying that it would have been more informative if he had mentioned what they are trying to improve on or compete against .
jenaca 2:56 am on September 23, 2011 Permalink | Log in to Reply
Hey Ifeoma,
I agree with your post that the pitcher delivered a well-rounded message and that he did limit himself by mainly focusing on what the product does. I believe its important in a short pitch to include as much information as you can, touching all the key parts of what most critiques would like to see addressed.