- don't be afraid to charge money
- release frequent, small updates. Users tolerate this much better than infrequent big updates with major changes
- focus on quality. Every update should include several bug fixes. As much as possible, fix bugs before adding new features
- focus. Put all your eggs in one basket, to some extent.
- watch costs like a hawk. Operating in 10 locations sounds like Evernote let their costs get out of control.