 Really basic Firefox extension, like literally put it up on my personal site, which nobody ever went to, until a writer on Lifehacker picked it up and found out a lot of other people had this problem too, and it kind of just blew up from there. Pocket is basically like a DVR for the web. You see something, you don't have time to read it or watch it, you tap a button and it saves to Pocket. And then when you have time, you open up Pocket and it's there for you to enjoy. We believe Pocket is a fundamental tool of using the internet. You have these kind of core tools that people use when they use content every day, whether it's search and browse and share. I believe save is just one of those critical components, just like anything else. That's why we've always believed it was a system level feature, why it makes sense to us that it's built into a browser like Firefox. People were constantly finding all this content on the web, but having no place to put it, no way of being able to come back to it. And I always thought, how cool would that be? Like you had something you built like a million people were using, you know? And like actually benefiting from it. That's like always been the thing that's been driving me, which is just like, how do you have a big impact? How do you reach a lot of people? And it's that level of awareness that is really important to us as we grow. They've raised several rounds of capital into the millions of dollars. And they've done it while maintaining a pretty small team. Like it's something like a dozen people. So they're pretty lean and mean. Raising that money gave them an opportunity to just focus on the product and not worry so much about figuring out the revenue piece. Because for Pocket, the revenue piece is actually kind of tricky. Like a lot of venture-backed startups, Pocket has decided to focus primarily on pleasing its users and scaling its audience. Our challenge is just like getting the word out. You know, it's the things that like drive me crazy when I think about it are like, I'll be at an event. I'll be trying to explain to somebody what Pocket is, that it's never heard of it. And all of a sudden, their coworker will walk up. And they'll be like, Pocket, I love Pocket. I use that thing every day. And they like sit next to each other in the office. And somehow, just like never talked about this thing. And we are actively pushing to try to reach that audience. Pocket's biggest problem is most people don't go through their day wondering how to save things on the web. They're not even really aware that you can do that. And Pocket hasn't really figured out an easy way to just let me, I don't know, log in one time, click Yes, and then just have it everywhere. And for them to become the Save button for the web, they're going to need to figure that out. They would hear about this product. Somebody would rave about it. They'd go download it. And they land in this empty queue. And it would be like, go leave the app and go follow 17 directions to set up Pocket. People would just be like, uh, maybe later. It's a service for procrastinators. And then you're telling them to go do all these things. They're like, I'll save these instructions for later. And that's definitely been a challenge. There are just 100 million users out there today who are emailing themselves links still, or keeping tabs open on the browser, or not able to find the best content that's out there. And we are actively pushing to try to reach that audience. Getting built into a browser, it was a huge win for us in terms of just reach. If you think about it, it's like Firefox, I believe, has 1 5th of the internet's browser share. That means 1 5th of the users on the internet, whether they're clicking it or not, see our icon every day. All of our growth today has been completely organic. We don't do paid marketing. It's grown because people talk about it, or because we're built into all of these places that they're discovering us. But the truth is, in some ways, Pocket really is a feature. And so how do you justify that? How do you build the company going forward? How do you get it to its own profit-making machine? Or else, do you just sell it eventually? Well, Pocket continues to fund development on the product side, and is figuring out a consistent and scalable revenue model for the long haul. But its core mission hasn't really changed much since inception. And that confidence in its product's ability to stand alone is what has set it apart from the competition. Ultimately, the impact that we want to make is actually just raising the quality of content that people consume out there. No matter what application you're using, no matter what publisher that you go to, that you can save from those places. We actually think there's still a really big opportunity to help just facilitate that. Take the billion things that are out there every single day and actually just distill it down to, here's the cream of the crop. A big part of it was actually talking to Evernote about an acquisition. And the reason it was interesting to me at the time was like, oh, I have this thing. I want to be able to do so much more with it. They're this big company. They have all these resources, and they could help me do that. Evernote approached Pocket, expressed interest in buying them, and Pocket turned it down because they believed that Evernote was just going to take their app and turn it into a kind of feature within the larger Evernote suite. And we want to be able to have a bit more control over our own destiny in that way. Over the years we've been doing this, I would say that's one of the things I'm probably most proud of with this company is that we've always had this just one clear kind of mission, one clear problem that we've been solving. We haven't been pivvying around. It's always been about trying to enable people to capture all this stuff and actually consume it. In general, there's so much on the internet today. It's so vast. There's so much information, and people are getting their information flying in sideways from different websites, social media, and that sort of thing. It's impossible to consume everything. If you think about Pocket as the 1-9-90 rule, the 1% create, 9% curate, and 90 browse, you can think about Pocket as the 9% who curate. And we actually think that 90% is a huge audience that doesn't necessarily use the product or know about the product today. And we think that's one of the next big kind of places that we'll see a lot of growth. Pocket has rivals like Instapaper, and there are big new entrants in the field, like Facebook, which has created a Save button. To stay relevant, Pocket knows it has to move beyond just saving content for later. And so it's turned its attention to curation. By tracking its users' habits and recommending items from other people in the Pocket community, the company hopes to be a platform not just for saving the best of the web, but for discovering it as well. Another value proposition of some of these Read It Later apps, like Pocket or Instapaper, is that they're also suggesting news for you to read. So it's not just, let me save my links for later, but it's also, here's the news you should be reading today. We hope to be able to play a part in when it comes to content. It's like, actually create a channel and a platform where high-quality content can exist. Because right now, content is constantly buried. It just goes into this wasteland that nobody ever finds again. And we want to be able to take all those great things and make sure that people don't miss them. One good way to think about Pocket is it's the best stuff on the web. Everything that's in it is something that somebody picked. And they picked it because they wanted to read it themselves, not because they wanted to promote it, but just because they thought it was cool. Coming in the future, everybody is using this thing in these very kind of private silos. But they're all doing this great work. I am out there capturing all this amazing stuff about technology or entrepreneurship or photography. And we want to make sure that we can open up a couple of windows that help stuff that I capture about technology, that if somebody else is interested in that, that they benefit from me finding it. He deeply believes in this idea that the web needs a save button. And while a few people have tried to build it, nobody's built anything as good as Pocket yet. I have a belief that if you actually can create this platform, that there will be more creation of high quality stuff. Because the reason that that doesn't exist as much today is just because there isn't a platform for it to be consumed or even discovered. It's having to constantly compete with what's new. Over time, I think they have an opportunity to use that to kind of surface a better version of the web, so that Pocket is a place where you can go when you just want to see great stuff that was picked by humans.을
 Really basic Firefox extension,
 like literally put it up on my personal site,
 which nobody ever went to,
 until a writer on Lifehacker picked it up
 and found out a lot of other people had this problem too,
 and it kind of just blew up from there.
 Pocket is basically like a DVR for the web.
 You see something, you don't have time to read it
 or watch it, you tap a button and it saves to Pocket.
 And then when you have time, you open up Pocket
 and it's there for you to enjoy.
 We believe Pocket is a fundamental tool
 of using the internet.
 You have these kind of core tools that people use
 when they use content every day,
 whether it's search and browse and share.
 I believe save is just one of those critical components,
 just like anything else.
 That's why we've always believed
 it was a system level feature,
 why it makes sense to us
 that it's built into a browser like Firefox.
 People were constantly finding all this content on the web,
 but having no place to put it,
 no way of being able to come back to it.
 And I always thought, how cool would that be?
 Like you had something you built like a million people
 were using, you know?
 And like actually benefiting from it.
 That's like always been the thing that's been driving me,
 which is just like, how do you have a big impact?
 How do you reach a lot of people?
 And it's that level of awareness
 that is really important to us as we grow.
 They've raised several rounds of capital
 into the millions of dollars.
 And they've done it while maintaining a pretty small team.
 Like it's something like a dozen people.
 So they're pretty lean and mean.
 Raising that money gave them an opportunity
 to just focus on the product and not worry so much
 about figuring out the revenue piece.
 Because for Pocket, the revenue piece
 is actually kind of tricky.
 Like a lot of venture-backed startups,
 Pocket has decided to focus primarily on pleasing its users
 and scaling its audience.
 Our challenge is just like getting the word out.
 You know, it's the things that like drive me crazy
 when I think about it are like, I'll be at an event.
 I'll be trying to explain to somebody what Pocket is,
 that it's never heard of it.
 And all of a sudden, their coworker will walk up.
 And they'll be like, Pocket, I love Pocket.
 I use that thing every day.
 And they like sit next to each other in the office.
 And somehow, just like never talked about this thing.
 And we are actively pushing to try to reach that audience.
 Pocket's biggest problem is most people
 don't go through their day wondering
 how to save things on the web.
 They're not even really aware that you can do that.
 And Pocket hasn't really figured out an easy way
 to just let me, I don't know, log in one time, click Yes,
 and then just have it everywhere.
 And for them to become the Save button for the web,
 they're going to need to figure that out.
 They would hear about this product.
 Somebody would rave about it.
 They'd go download it.
 And they land in this empty queue.
 And it would be like, go leave the app
 and go follow 17 directions to set up Pocket.
 People would just be like, uh, maybe later.
 It's a service for procrastinators.
 And then you're telling them to go do all these things.
 They're like, I'll save these instructions for later.
 And that's definitely been a challenge.
 There are just 100 million users out there today
 who are emailing themselves links still,
 or keeping tabs open on the browser,
 or not able to find the best content that's out there.
 And we are actively pushing to try to reach that audience.
 Getting built into a browser, it was a huge win for us
 in terms of just reach.
 If you think about it, it's like Firefox, I believe,
 has 1 5th of the internet's browser share.
 That means 1 5th of the users on the internet,
 whether they're clicking it or not, see our icon every day.
 All of our growth today has been completely organic.
 We don't do paid marketing.
 It's grown because people talk about it,
 or because we're built into all of these places
 that they're discovering us.
 But the truth is, in some ways, Pocket really is a feature.
 And so how do you justify that?
 How do you build the company going forward?
 How do you get it to its own profit-making machine?
 Or else, do you just sell it eventually?
 Well, Pocket continues to fund development on the product
 side, and is figuring out a consistent and scalable revenue
 model for the long haul.
 But its core mission hasn't really
 changed much since inception.
 And that confidence in its product's ability
 to stand alone is what has set it apart from the competition.
 Ultimately, the impact that we want to make
 is actually just raising the quality of content
 that people consume out there.
 No matter what application you're using,
 no matter what publisher that you go to,
 that you can save from those places.
 We actually think there's still a really big opportunity
 to help just facilitate that.
 Take the billion things that are out there every single day
 and actually just distill it down to,
 here's the cream of the crop.
 A big part of it was actually talking to Evernote
 about an acquisition.
 And the reason it was interesting to me at the time
 was like, oh, I have this thing.
 I want to be able to do so much more with it.
 They're this big company.
 They have all these resources, and they could help me do that.
 Evernote approached Pocket, expressed interest
 in buying them, and Pocket turned it down
 because they believed that Evernote was just
 going to take their app and turn it
 into a kind of feature within the larger Evernote suite.
 And we want to be able to have a bit more control
 over our own destiny in that way.
 Over the years we've been doing this,
 I would say that's one of the things I'm probably most
 proud of with this company is that we've always
 had this just one clear kind of mission, one clear problem
 that we've been solving.
 We haven't been pivvying around.
 It's always been about trying to enable people
 to capture all this stuff and actually consume it.
 In general, there's so much on the internet today.
 It's so vast.
 There's so much information, and people
 are getting their information flying
 in sideways from different websites, social media,
 and that sort of thing.
 It's impossible to consume everything.
 If you think about Pocket as the 1-9-90 rule, the 1% create,
 9% curate, and 90 browse, you can think about Pocket
 as the 9% who curate.
 And we actually think that 90% is a huge audience that
 doesn't necessarily use the product
 or know about the product today.
 And we think that's one of the next big kind of places
 that we'll see a lot of growth.
 Pocket has rivals like Instapaper,
 and there are big new entrants in the field, like Facebook,
 which has created a Save button.
 To stay relevant, Pocket knows it
 has to move beyond just saving content for later.
 And so it's turned its attention to curation.
 By tracking its users' habits and recommending items
 from other people in the Pocket community,
 the company hopes to be a platform not just
 for saving the best of the web, but for discovering it
 as well.
 Another value proposition of some of these Read It Later
 apps, like Pocket or Instapaper, is that they're also suggesting
 news for you to read.
 So it's not just, let me save my links for later,
 but it's also, here's the news you should be reading today.
 We hope to be able to play a part in when it comes
 to content.
 It's like, actually create a channel and a platform
 where high-quality content can exist.
 Because right now, content is constantly buried.
 It just goes into this wasteland that nobody ever finds again.
 And we want to be able to take all those great things
 and make sure that people don't miss them.
 One good way to think about Pocket
 is it's the best stuff on the web.
 Everything that's in it is something that somebody picked.
 And they picked it because they wanted to read it themselves,
 not because they wanted to promote it,
 but just because they thought it was cool.
 Coming in the future, everybody is
 using this thing in these very kind of private silos.
 But they're all doing this great work.
 I am out there capturing all this amazing stuff
 about technology or entrepreneurship or photography.
 And we want to make sure that we can open up
 a couple of windows that help stuff
 that I capture about technology, that if somebody else is
 interested in that, that they benefit from me finding it.
 He deeply believes in this idea that the web needs a save
 button.
 And while a few people have tried to build it,
 nobody's built anything as good as Pocket yet.
 I have a belief that if you actually
 can create this platform, that there
 will be more creation of high quality stuff.
 Because the reason that that doesn't exist as much today
 is just because there isn't a platform for it
 to be consumed or even discovered.
 It's having to constantly compete with what's new.
 Over time, I think they have an opportunity
 to use that to kind of surface a better version of the web,
 so that Pocket is a place where you
 can go when you just want to see great stuff that
 was picked by humans.
을