categories

HOT TOPICS

Subscribe to our Feed

Billion Dollar Unicorns: Evernote Cracks the Freemium Model

Posted on Friday, Mar 20th 2015

Most apps operate on a freemium-based model, but converting the free user to a paying member is a tough hurdle to cross. Billion Dollar Unicorn club member Evernote seems to have cracked the code for it.

Evernote’s Offerings

Redwood City-based Evernote was founded in 2005 by Russian scientist Stepan Pachikov. Stepan was earlier involved in the pioneering work behind Apple’s handwriting recognition engine Newton. He began work on a technology that would enable people to have a secondary brain that could help them remember things. For two years, Stepan and his core team of researchers and technologists developed technology around image recognition and other similar services. In 2007, another entrepreneur Phil Libin was looking for ideas to start a new business. As part of his due diligence, he came across Evernote. He was impressed with the technology and joined Evernote as their CEO. He played a significant role in guiding the team toward a product and a successful business model.

By 2008, Evernote launched their invitation-only beta app on multiple platforms including web, mobile web, Macintosh, Windows, and Windows Mobile. Within a few months of the launch, the app had seen 10,000-20,000 early adopters. From then on, there was no looking back.

Today, Evernote builds apps and products that are significantly ahead of note-taking capabilities. Users can keep notes, memories, images, and also use the app to better define the way they and their teams work. It has become a single workspace that users can access across multiple devices including phones, tablets, and computers so that users can collect, share, and present information to others. They have a user base of more than 100 million worldwide. More than 30% of their users are in Asia with particular strength in the markets of Japan, South Korea, and other emerging nations like Indonesia and Vietnam. 25% of their user base is in the US and Canada.

Evernote’s Financials

Evernote operates on a freemium model that lets users access their basic app for free. A premium account for a consumer is available at a price of $5 per month and grants the user access to additional features such as enhanced search and offline access to notes on mobile. Business users can sign up for Evernote by paying a fee of $10 per month per user. The Enterprise edition allows users to collaborate with colleagues and manage the app through a centralized administration.

Evernote does not disclose their revenues, but they have reported that nearly 70% of their revenues come from paying customers. They earn 15% of their revenues by providing services to businesses and the remaining 15% by selling branded products such as special pens, backpacks, and wallets.

Evernote’s biggest achievement lies in their ability to convert basic version users to a paying customer base. Two years ago, they had a user base of 41 million of which 1.5 million were paying members–a 3.7% conversion rate. It is among the highest conversion rates for a freemium model considering that most businesses operate at less than 1% conversion rates. They attribute the high conversion to high user engagement, which increases with time. As more and more memories are stored with Evernote, it becomes increasingly difficult for the member to opt out of Evernote. Instead, they begin to opt into the premium application for their additional features.

Evernote’s research has found that the longer a user stays with them, the more the chance that they will opt for a paid version. Users who pay in the first month are a mere 1.5%, but by the end of the year, that conversion rate goes up to 7%. By the end of the second year, the conversion rate is noted to be as high as 11% and for users as old as five years, the conversion rate is 25%.

But high conversion has not necessarily translated to a profitable business model. As per 2014 reports, Evernote was still a loss-making entity as they continued to invest in market expansion. They expect to turn profitable in the next few years.

They are venture funded so far and have raised $290 million from investors including Nikkei, CBC Capital, Eastlink Capital, Salesforce Ventures, m8 Capital, T. Rowe Price, Valiant Capital Partners, Meritech Capital Partners, Harbor Pacific Capital, Allen & Company, Sequoia Capital, and Morgenthaler Ventures. Their last round of funding was held in November 2014 when they raised $20 million from Japanese media conglomerate Nikkei at an undisclosed valuation. Evernote had already reached the Billion Dollar status back in 2012 when they raised $70 million at a $1 billion valuation.

More investigation and analysis of Unicorn companies can be found in my latest Entrepreneur Journeys book, Billion Dollar Unicorns. Unicorns will also be discussed with some special guests during our 1M/1M Roundtable programs over the next few weeks. To be a part of the conversation, please register here. The term Unicorn was coined in a TechCrunch article by Aileen Lee of Cowboy Ventures.

This segment is a part in the series : Billion Dollar Unicorns


. How Marketo Is Faring In The Public Market
. Workday's Ramp to Multi-Billion Valuation
. Gaurav Dhillon, Founder of Informatica and SnapLogic (Part 1)
. ServiceNow's Expanding Market Opportunity
. Gaurav Dhillon, Founder of Informatica and SnapLogic (Part 2)
. Gaurav Dhillon, Founder of Informatica and SnapLogic (Part 3)
. Gaurav Dhillon, Founder of Informatica and SnapLogic (Part 4)
. Tableau's Valuation Increases to $6 Billion
. A Rare Media Venture Called Vice
. Gaurav Dhillon, Founder of Informatica and SnapLogic (Part 5)
. Gaurav Dhillon, Founder of Informatica and SnapLogic (Part 6)
. Gaurav Dhillon, Founder of Informatica and SnapLogic (Part 7)
. Will Box Implode Post IPO?
. Net-a-Porter Cracks The Luxury Fashion Market
. Outbrain Prepares for an IPO
. Palantir's Skyrocketing Valuation May Be Justified
. Online Education Player Lynda.com
. Pluralsight's Impressive Rise
. Snapchat Explores Revenue Generating Options
. Analysts Project Revenue for Pinterest
. The Market Awaits Etsy's IPO
. Taboola's Content Marketing Growth
. Egnyte Eyes IPO in 18 Months
. Web 3.0 and E-Commerce Investment Thesis of 3 VCs
. Cleversafe's Unique IP Strategy
. Cloud Investment Thesis of 5 VCs
. GoDaddy Shying Away from IPO, Yet Again
. Can Square Sustain Its Valuation?
. Zulily Tumbles
. MuleSoft Will Be Joining Soon
. Bootstrap First, Raise Money Later
. ShopClues in India Shows Unicorn Characteristics
. What Have You Learned?
. ASOS Shines From London
. Xiaomi Overtakes Samsung in China
. eClinicalWorks Bootstraps With A Paycheck
. Strategies From 5 Entrepreneurs
. Lending Club Focuses on Growth Post IPO
. Slack Speeds Its Way To The Mark
. Eventbrite Shies Away from an IPO
. Meituan Leads China's Group Buying Market
. Gilt Groupe Delays IPO
. Veeam Wants To Stay Private
. Nextdoor's Valuation Skyrocketing With No Sign of Revenues
. Stripe Exploring Tie-Ups for Growth
. HubSpot Sustains Solid Growth Post IPO
. Shazam Makes it to the Club
. OnDeck Scoring in Small Businesses Instant Loans
. Fat Startup Adaptive Insights Leading in Cloud CPM
. Cloudera Leverages Open-Source Hadoop to Create a Multi-Billion Dollar Business
. Evernote Cracks the Freemium Model
. Rocket Fuel Crashes on Results
. MongoDB Rises High on NoSQL Databases
. Shopify Preparing for an IPO
. JustFab Getting Ready for an IPO
. Kabam to Stay Private?
. Adyen Bootstraps to Multi-Billion Valuations
. RetailMeNot Worries About Mobile Monetization
. Elance-oDesk Taking on the Freelance World
. Farfetch Connecting Designers with Consumers
. The Impressive Story of Airpush
. athenahealth Enters the EHR Market
. Privalia Dominates the Latin America Markets
. Niche E-Commerce Works for Fanatics
. Powa Puts London on the Map
. RealReal Shows How to Consign Luxury Products
. Vancl On A Roller Coaster Ride
. Didi Dache is China's Uber
. Dafiti Leading E-Commerce in Latin America
. ServiceNow Expands Addressable Market
. Flipboard Focuses on Monetization
. Hootsuite Eyes an IPO
. GoodData Riding High on Big Data Analytics Market Growth
. Cheetah Mobile Part Of Chinese Contingent
. Hortonworks Needs To Deliver Results
. Clarabridge Wins by Analyzing Customer Sentiment
. Tableau Continues its Precise Execution
. Will Cloudera Sustain $5 Billion Valuation Post IPO?
. Freshdesk is a Prospect
. InMobi Wants to IPO in India
. Zendesk Targets the Live Chat Market
. New Relic Getting Ready to Battle with Microsoft
. Twilio is Revolutionizing Telecommunications
. Funding Circle is UK's Latest Entry to the Club
. Luxury Retailer Moda Operandi on the Club's Runway
. Splunk is Now Targeting the SMB Segment
. Capital-Efficient StartApp Is A Prospect
. AppNexus In The IPO 2015 Pipeline
. Druva Poised to Produce an Indian Unicorn
. MapR Readies IPO
. Lookout Getting Ready for an IPO
. Anaplan Gets Ready to Enter the Club
. Blue Apron Simplifies DIY Gourmet Cooking
. GoFundMe Bootstraps till the Half-Way Point
. Containers Gives Docker Entry into the Club
. Can Kaltura Be A Public Unicorn?
. The Ride-Sharing Industry Continues to Deliver Unjustifiable Valuations
. MarkLogic Making Waves in Enterprise NoSQL
. CloudFlare Offers Website Security over the Cloud
. Mixpanel Provides Advanced Analytics for SMBs
. Spotify Gearing up to Face Apple Music
. Auction.com in Expansion Mode
. Nutanix Gives VMWare Tough Competition
. Houzz Bootstraps in a Niche Space to Join the Club
. Rapid7 Delivers a Successful IPO
. Coinbase Tries To Capitalize on BitCoins
. Expect Acquisitions From ServiceNow
. Zendesk and Freshdesk in Expansion Mode
. Zulily Attempts to Make a Turnaround
. Etsy Continues to Fumble
. Lufax May be Risky, But Valuations Remain Lofty
. Will IBM Acquire FireEye?
. Mode Media Takes on Video Streaming
. New Relic Moves Deeper into Enterprise
. Delivery Hero Gets Multi-Billion Dollar Valuation for Food Delivery
. Splunk Beefs Up Cyber Security
. Garena Secures Singapore's Entry to the Club
. Dianping is Thriving in China with its Local Reviews Business
. Box Struggles in its Public Avatar
. Coupang Raises the Banner for South Korea
. InsideSales.com Bootstraps First, Raises Money Later
. Pinterest Eyes E-Commerce
. Klarna Takes the Risk out of E-Commerce
. VNG Grows While Remaining Focused on Vietnam
. Good, Bad and Ugly
. Sprinklr Rolls up Social Media Management Software Before IPO
. ContextLogic Marries Wish Lists to Vendors
. Beepi Disintermediates Used Car Dealerships
. Snapchat Experiments With Revenues
. Tanium Simplifies Cyber Security
. Avant is Revolutionizing Consumer Credit
. Adyen is on a Roll
. Apttus Ready for IPO
. ZScaler Takes Security to the Cloud
. Bullhorn is in the Making
. Sogou a Unicorn, But Yet to Find its Mojo
. Evernote Trying to Recover Lost Ground
. Modernizing Medicine Is A Prospect
. Instacart Looks Shaky
. Mogujie's E-Commerce Pivot Pays Off
. Zalando Takes the Lead in European Etail
. BlaBlaCar Expands Internationally with Acquisitions
. Square Files for IPO Below Last Round of Financing
. Secretive Infinidat Makes its Way to the Club
. FanDuel Creates a Billion Dollar Company out of Fantasy Sports
. Kabbage Latest Unicorn in Slowing Online Lending Sector
. Atlassian Now Prepping for a US Listing
. Match.com Looking to Court the Stock Market Now
. Ele.Me Shows Online-2-Offline Works
. Alteryx is a Prospect
. Machine Zone Translates Multi-Player Games to Multi-Billion Valuation
. ZocDoc Should Be Able To Withstand Public Market Scrutiny
. Thumbtack Joins the Ranks
. Beibei the Baby of the Club
. Online Lender SoFi Puts Off IPO Plans
. Warby Parker Joins the Club
. DraftKings Looks Worried as Fantasy Sports Come Under Scrutiny
. Tujia Offers Vacation Rentals in China
. Hortonworks Struggles to Stay in the Club
. Atlassian, A Legitimate One, Delivers A Great IPO
. Reconsider Your Aspirations
. Will Docker Sustain?
. Veeva Delivers Strong Fundamentals
. OfferUp Still Needs to Figure out Revenue Model
. Mozido Delivers Mobile Payment to Non-Banking Customers
. SimpliVity a Prospect
. WePiao Succeeds in Online Ticketing in China
. Uptake Joins the Club
. For Magic Leap, Unicorn Status No Longer Virtual
. Udacity Leans on Industry Giants for Monetization
. ForeScout Does Not Want To Go Public Yet
. ShopClues Joins the Club
. Age of Learning Monetizing in Educational Apps
. Square Post Its IPO
. Decolar is the Latin American Entry to the Club
. Japan's Mercari Joins the Club
. Yello Mobile Acquires its Way into the Club
. TutorGroup Enters the Club
. Souq.com the Middle East Entry to the Club
. WeWork Riding the Sharing Economy Wave
. Moderna Therapeutics A Promising, Unproven Bet
. GitHub Faces Growing Pains
. Africa Internet Group the First African Entry to the Club
. Paytm Plans Rapid Expansion
. Oscar Plans to Expand Its Network
. Razer Leads the Gaming Accessory Market
. GuaHao Targets China's Healthcare
. AUTO1 Group Plans International Expansion
. TransferWise Makes Money Transfer Simpler and Cheaper
. Ping An Good Doctor Is Largest Chinese Healthcare Unicorn
. MindMaze Channels Virtual Reality into Healing
. Driverless Car Startup Zoox Joins The Club
. Cylance Uses Machine Learning as Cyber Security Tool
. SMS Assist Brings a Lackluster Industry to the Club
. Unity Technologies a Strong VR Gaming Bet
. Square Eyeing Large Sellers
. Airbnb Continues to Soar
. Xiaohongshu Leverages Social Commerce to Join the Club
. iCarbonX Wants to Create a Digital You
. Liepin, China's Homegrown Recruitment Platform
. Hike is the Latest Entrant from India
. Go-Jek Hails its Way into the Club
. Quanergy Rides Into the Club
. Aiwujiwu Rides High on Chinese Real Estate Sector
. Zeta Interactive Counts on Inorganic Growth
. Line Delivers a Successful IPO
. Grab from Singapore is the Next Big One
. Didi Chuxing Monopolizing Chinese Ride-Sharing Market?
. Blippar Bets on Its Visual Browser
. Two Years Post the IPO, Globant Continues to Soar
. Nutanix Delivers a Strong Performance in the First Week of Listing
. Coupa Has a Successful IPO
. Online-to-Offline Focus Helps Huimin Enter the Club
. Real Estate Platform Compass Joins the Club
. LeSports Cashes in on Niche Video Streaming
. Flipkart's Valuation Bodes Unsteady Future
. Russian Avito Gearing up to go Public
. Guazi Leading the Chinese Online Used Car Market
. Slack Delays IPO to Next Year
. Sprinklr Acquiring to take on Big Brands
. Infor Accumulates ERP Providers to Build an Empire
. Royole Corporation Flexes its Way into the Club
. Rong360.com Joins the Club
. Stripe’s Skyrocketing Valuation
. Hulu Gears up to Stream Cable
. Nutanix Delivers Upbeat Performance, Stock Still Down
. Procore Joins the Club
. JetSmarter Flies Into the Club
. Opendoor Labs Opens the Door to the Club
. Neo Technology Takes Databases to the Next Level
. Kabam Struggles to Stay Alive
. Careem is the Latest Middle East Unicorn
. Huochebang is the Uber of Trucks in China
. SimpliVity Exits in HPE's Arms
. Kendra Scott Shows that Women CAN Build Unicorns
. Zhihu Imitates Quora to Build a Valuation Without Revenue Company
. Putting Flipkart's Struggles in Perspective
. BlackLine Continues to Grow Post IPO
. Global Switch Wants to be Leader in Data Centers
. AppDynamics Sold Before IPO
. MuleSoft Delivers Successful IPO
. Alteryx has a Successful IPO
. Airbnb is in no Rush to IPO
. Actifio Focuses on Profitability, not IPO
. In Uptake, Groupon Founder Shows He Has Learnt His Lesson
. Will Cisco buy Nutanix?
. Zoom Video Communications Enters the Club
. C3 IoT Joins the Club
. Robinhood Joins the Club
. Veeva Systems Executes Systematically
. Modernizing Medicine Crosses $100 Million Revenue Threshold
. Stripe is in no Rush to List
. Cloudera Fails to Keep the Market Happy
. Stitch Fix Delivers a Surprisingly Fresh Take on Shopping for Fashion
. Bill.com Has Scaled Quietly
. Toutiao Snags a Big Round, But Growth and Revenues Remain Tricky
. Taboola and Outbrain Exploring a Merger
. Looker Counts on Big Data Analytics
. Katerra Tackles the Construction Industry with Technology
. Peloton Cycles Into the Club
. Yello Mobile Delays IPO
. Kuaishou to Focus on AI
. Garena Files Privately in New Avatar
. Clover Health Reaches Milestone Valuation
. Careem Focused on MENA
. DraftKings Faces Hurdles
. Sales AI Startup Afiniti Considering IPO
. Ticket Monster To Invest In Groceries
. Yext Makes it to the Club and on the Exchange
. Rubrik Gears up to go Public
. Pinterest Delays its IPO Plans
. Valuation Without Revenue Nextdoor Trying to Monetize
. Delivery Hero Goes Public Albeit Huge Losses
. Newly Public Redfin Wants to be the Amazon of Real Estate
. VIPKid is the Newest Kid in the Club
. Nutanix Making a Comeback
. Fanatics now Eyeing Asia
. Valuation for Unity Technologies Keeps Soaring
. AvidXchange Eyeing IPO
. AppDirect Cashes in on Cloud
. Ele.me Consolidates Market, but Profits Elusive
. Valuation for WeWork Continues to Soar
. CrowdStrike Joins the Club
. TransferWise Turns Profitable
. Is Cybereason the Next Cyber Security Company to get Acquired?
. Yuanfudao, China's First EdTech Unicorn
. Coupa Close to 52-Week High
. What Are AUTO1's Margins?
. Is Houzz's Valuation Justified?
. Apttus Eyeing an IPO

Hacker News
() Comments

Featured Videos