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Name Change

Jenny Ailes

Skylar Dammers

Trevor Williams

Marketing Plan

Bryce Donavon

Kelven Harigyan

Shirley Lau

Travis McGee

Michelle Walling

Samuel Walsh

Features

Amanda Garcia

Rob Nolan

Carli Ruskauff

Alexandra Schafle

Gino Valencia

Final Recommendations

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Current revenue trends are erratic and on a downward trend.

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Features for the Education Market

Amanda Garcia

Rob Nolan

Carli Ruskauff

Alexandra Schafle

Gino Valencia

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Secondary research sheds light on Papyrus investment in real-time note sharing.

Google Play reviews provided insight into:	What Papyrus features do people like? How can it be improved?
Published studies show:	Growth in the tablet market Established use of real-time note sharing

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Primary research sheds light on Papyrus investment in real-time note sharing.

Survey: 294 Respondents 95% 18-24 years old 87% students 59% Male, 41% Female	What does our current target market look like?
Focus Group: 2 Males, 3 Females	What does the current market think of the app?
Professor Interviews: 8 Males, 1 Female	How would professors use an app like this?

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Do not invest in real-time note sharing for the education market.

Real-time note sharing is used often by only 22% of students.
The current Android tablet market is not large enough.

Survey of Cal Poly students, conducted 2/11/13 to 2/20/13 N=294

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Survey results show limited tablet use.

Survey of Cal Poly students, conducted 2/11/13 to 2/20/13 N=294

Source: Gartner (2012)

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At Cal Poly, Android device use is limited.

Survey of Cal Poly students, conducted 2/11/13 to 2/20/13 N=294

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Students do not take electronic notes.

Survey of Cal Poly students, conducted 2/11/13 to 2/20/13 N=294

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Research other feature options.

Survey of Cal Poly students, conducted 2/11/13 to 2/20/13 N=294

Secondary research and other market research methods have led us to discover the demand for importing images, the option of a widget, manipulating drawings and images, calculators, and the option to use symbols (Greek, math,science, etc)

Clearly labeled tools, the ability to insert symbols (greek letter, etc), equation recogintion. without them, people have trouble learning...-toolbar should remain open....-toolbar should include equation recognition

While demonstrating the application, Professors and Students had trouble learning to use Papyrus.

symbols were not what they were used to and it took awhile to figure out

A common request was for a toolbar that remained open will well labeled tools, such as on Paint.

this would require less clicking and easy for them

In the focus group and during interviews, we also learned that equation recognition and symbols (both Greek and Mathematical) are preferred selection items.

this is something they would hope to see and a need not yet met!
this would allow engineers to write equations easier and add more to notes

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Importing capabilities are desired.

Mentioned twenty times in Google Play reviews.
100% of professors indicated that unless importing capabilities were included they would not use the app.
"As a student, writing notes on PDFs is absolutely essential!"

-Google Play review

In both the Professor Interviews and the student focus group, we repeatedly heard that image importation would make Papyrus more useful to them.

In surveys this was a reason students used other apps
In going thru review this was something people were asking for or said would make Papyrus better
In the focus group one of the girls mentioned how this could save her from printing lots of papers and other agreed it was help

Being able to draw and highlight on top of documents such as PowerPoint and PDFs would allow students to follow along in class as well as interact with Professor notes.
Professors would be able to use it as a tool to supplement written notes
"I use it for classes that upload powerpoints. With this app I can write directly on PDF files and I like that I don't have to print out a bunch of papers for class" -Description of another app from survey

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Users want widgets.

"It can't be 5 stars until we get widget support. I still have to use S note. I want to see my notes on my home screens."

-Google Review

Wanted by 7 users in Google Play reviews, mentioned again in the survey.
Focus group participants wanted easy and quick access.

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People like Papyrus.

Reconsider real-time note sharing in other markets.
Reconsider a real-time note sharing feature in the future when education tablet market grows.
Increase your community of users.
Improve the app with two features:

Image Importation
Widgets

start bullet points with active words (improve with....blah blah)

Bigger community will improve the likelihood that real-time note sharing will be a success.
Real-time note sharing programs are consistently used in student lives. If tablet markets continue to grow, this would warrant reconsideration of the development of this feature.
People like Papyrus.
For the education market coming out with a real-time note sharing feature is not the best option if you continue to pursue this market. Other markets may have the need for it so when designing and developing focusing on those markets may be a better a option to work with.
That being said if the market does grow as projected then creating adding to the add may be in order.
What you can do right now is increase usership of the app so when/if real-time note sharing gets added it will be used and the community will have been built already
Another thing is adding features people want to help increase users
We know you are working on some of these features, this just further proves that you should continue their development.

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Name Change

Jenny Ailes

Skylar Dammers

Trevor Williams

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These names have potential.

We considered Greek and Latin roots of words describing benefits or attributes of Papyrus.
Spanish, German, and French roots were considered.
The 8 names left remaining were:

Notefly Notate Notaire NoteCloud

LibraNote Papyrus AeroNotes Beyond Paper

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Survey participants prefer Notefly, Notate, and Papyrus.

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Cal Poly professors prefer Papyrus.

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Dialogr participants prefer Notate.

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We recommend the name Notate.

Students prefer Notate
Professors prefer Papyrus, but not by a significant margin
No legal hurdles identified for acquiring Notate name
Not used by an existing app on the Google Play store

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We recommend that you develop a name transition plan.

Capitalize on Papyrus's brand equity when transitioning to Notate.
While making the transition, keep these factors in mind:
Inform customers of the brand name change from Papyrus to Notate
Help enforce perceived similarity between the Notate and Papyrus brand
Emphasize the existence of the umbrella brand Steadfast Innovations

In order to smoothly rebrand Papyrus into Notate we recommend developing a name transition plan.

Informing Customers of the Brand Change

Customers that have knowledge of a product rebranding are more likely to transfer their associations from the old brand to the new brand. Steadfast Innovations should clearly demonstrate to customers (through PR announcements, Web site posts, and Google/Samsung app description) that Papyrus has become Notate. Since Papyrus has been in beta up until this point, your company could market Notate as the first version out of beta to draw a clear evolution of the product.

Perceived Similarity between the Substitute and Initial Brand

If similarities can be drawn between products (and brands) customers are more likely to transfer their brand equity to the new brand. Steadfast Innovation could accomplish this by retaining elements of Papyrus in it’s Notate brand, such as keeping the phrase “Beyond Paper” or using a similar color scheme. However, we recommend you consider updating the logo to something more relevant than the Papyrus scroll.

Emphasizing the Existence of an Umbrella Brand

Umbrella brands are a way to lower perceived risk to customers and they offer expanded brand equity to all brands underneath them. In your company’s case, Steadfast Innovations is an umbrella brand, and establishing it now will benefit the Notate transition and will be useful if your company introduces new products in the future.

If Steadfast Innovations keeps these issues in mind, we believe that Papyrus can be successfully rebranded into Notate.

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Marketing Plan

Samuel Walsh

Kelven Harigyan

Michelle Walling

Bryce Donavon

Travis McGee

Shirley Lau

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We researched four revenue models.

Freemium
Freemium with ads
Premium
Subscription

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Papyrus is priced correctly.

App Type	Price Range
Simple	$0 - $0.99
Complex	$2.99 - $4.99
Expansive Features	$4.99+

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Users expect free.

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Mobile advertising revenue is on the rise.

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Criteria	Grade
App Name	B
App Description	B-
App Icon	B
App Screenshots	C
App Ratings	B
App Inbound Marketing	C
Overall	B-

We compared Papyrus' app store optimization to industry best practices.

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Optimize your presence in Google Play in 4 steps.

Improve screenshots
Update description
Implement a feedback filter
Follow PR team recommendation regarding web presence

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There are five things that could help get featured in Google Play.

Get noticed
Have an excellent app
Globalize your app
Properly categorize your app
Get the Google Developer Advocates on board

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Getting noticed will help Papyrus get featured in Google Play.

- Put the app on the XDA Developers website

- Put the app on Reddit's/r/Android page

- Do a viral ad video��

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Having an excellent app will help Papyrus get featured in Google Play.

- Identify unique value, target audience, and message

- As technically sound as possible (Constant updates)

- A proper and fitting name

��

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Globalizing your app will help Papyrus get featured in Google Play.

We will talk about this later��

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Properly listing the app will help Papyrus get featured in Google Play.

-Being listed in the wrong category could result in fewer downloads

��

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Getting Google Developer's Advocates on board will help Papyrus get featured in Google Play.

- Follow the Best Practices according to the Android Developers' Guide

- When it's ready, submit Papyrus to the Android Developer's Advocates

��

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Papyrus should branch out to other means of distribution.

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The Amazon Appstore is a growing market where users aren't afraid to pay for what they want

Our largest competitors on Google Play with over 1,000,000 downloads (Freenote, Handy Note) are on Amazon

Amazon does not release the distribution of downloads by device

Per user, Amazon makes almost 4x the revenue as Google play.

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The Evernote Trunk is a secondary app ecosystem that deals with Papyrus' target market

Capitalize on Evernotes' existing user base and

brand recognition

Shares the same target market - note takers

Must integrate Evernote API

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Apps are going global.

Currently 71% of app sessions are outside the United States.

Papyrus’ competitors are global

TabNote, SNote, FreeNote

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We chose attractive countries based on the following revenue chart.

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Japan is most attractive for Papyrus

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South Korea is also one of the most attractive market for Papyrus

#12 in World Economic Forum (WEF) Network Readiness Index (NRI) --> Japan is #18

High m-commerce spending ($10 billion)

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Brazil has growing market potential for Papyrus

28 billion smartphone users and rapidly growing

Consumer Confidence at 119, extremely optimistic on their economy

- Economy’s well-being could mean higher in-app purchases.

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China should still be considered for Papyrus, despite lack of Google Play

Developing incredibly fast, making China very attractive in apps and technology

Should consider entry despite it only being in Samsung app store

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Translate to Japanese first, then expand.

Cost per language around 40 dollars.

TOTAL COST=$152

Translate into Japanese first
Expand into other top 3 countries next
Then, monitor external environment

Although the cost of going global may seem daunting, the total cost of translating into the top four countries as Bryce just described is a mere 152 dollars when using Gengo's software online. Gengo's software was most cost effective when compared to other competitors. Having an initial country to try our translation method will be less daunting and we have the opportunity to have a "try-out" country to translate into. We recommend translating into Japanese at first. This is because Japan is the most attractive country compared to our other top three. Once the app is translated we will monitor downloads for one full month in Japan. If it is showing profitable trends, the same approach will be used for translating into Chinese, Brazilian & South Korean. For Chinese, it is important to note, we will translate for the Samsung store. Another profitable area for Papyrus is the business sector, which Shirley will describe.

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Enterprise applications show promise

Business app revenue expected to double from $25 billion (2012) to $50 billion (2017)

Tablet use in the workplace is growing steadily

1.3% avg. growth

1.7% avg. growth

draw trend line

talk about how using for more functions

Considering the fast pace and saturation of the mainstream application market, Papyrus needs to seriously consider pursuing a more specialized, more profitable market segments. In this next section I will analyze the corporate sector as an especially promising prospect. (extraneous section)

Revenue associated with business apps are predicted to double to $50 billion within the next 5 years.

This is likely attributed to the steady growth in business application market as more companies are buying or planning to invest in tablets. (Refer to graph; depicts positive growth trend) Employees are expanding their use of tablets to functions such as simple communication and presentation, which is a key driver in the cannibalization of notebooks. Tablets are beginning to replace notebooks / are negatively affecting notebook sales.

(~45 secs)

Chart: Morgan Stanley

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Companies tell employees:

"bring your own device"

>75% tablets in workplace are employee-funded

44% of companies have bring-your-own-device (BYOD) program

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BYOD raises security concerns & means private company app stores

Implications:

iOS remains a threat because:

Popular amongst personal users
Tends to have fewer security issues

Mobile application management (MAM) is popular solution

Private enterprise app stores narrow down options for employees

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Papyrus needs to meet business app expectations

Enterprise applications have their own standards to meet business demands:

Security	minimize vulnerabilities, protect internal information / notes
Capacity	support high traffic without compromising workflow speed
Reliability	low risk of information loss
Support	system for handling client difficulties

expectation - to do (table) long term

include note sharing - if relevant

If you do choose to enter redesign Papyrus for the corporate sector, it will need to be a long-term project because there are many standards for business apps. Here I have listed the ones I view as most important.

As I mentioned before, security is a huge issue because companies want to make sure their confidential information doesn't leak to anyone outside of the company.

Capacity is important because there will essentially be entire companies accessing the app at the same time

In terms of reliability, you'd have to consider backing up client information in the case of some sort of system crash.

And because businesses use apps to promote efficient workflow, Papyrus would need a form of support so that any difficulties are resolved with minimal disruption of workflow.

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Follow our recommendations to ensure economic viability.

Do not develop real time note sharing for the current target market
Change the name to Notate
Utilize a freemium with ads revenue model
Optimize presence in Google Play
Branch out to other channels of distribution
Translate Papyrus into Japanese
Consider reworking the app for the professional market as a long term goal

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