Evernote, the startup that augments your memory, launches an app store

Evernote, a Mountain View-based startup devoted to helping people remember everything, is maturing as a platform with the launch of an app store today.

Called Trunk, the store has about 100 apps or add-ons from 67 companies, covering everything from games to productivity apps to add-ons that let you create physical, personal scrapbooks. About 30 of them are brand new and come from the company’s 2,000 developer partners.

“The next phase of Evernote is about being smarter and giving you the ability to leverage your memories to support everyday activities like scheduling, cooking and writing,” said chief executive Phil Libin. The company is still working out details of a revenue sharing program. There will be an affiliate program coming later this year.

Many of the Evernote partners that demoed today weren’t companies that were exclusively dependent on Evernote. They were startups like Seesmic or very large corporations like SAP.

Libin was cautious about using the phrase “app store,” saying that there are plenty of other channels to distribute and make money from apps. Instead, the point of Trunk was to show off what the company’s developer partners could do with its technology.

“The focus isn’t necessarily to build an app store. We want to be a showcase,” Libin said. “If the easiest way for a user to access these features is to buy something within Evernote, we’ll do that.”

Since publicly launching two years ago, Evernote has grown to support 3.7 million users, and Libin said revenue has grown 12 percent month-over-month for the past two years. About 6,000 new members join a day.

Evernote’s business model is relatively simple — it’s free for everyone, but if you want premium services, you’ll pay $5 per month. Libin said Evernote’s conversion rates, while low at first, rise the longer people use the service. A half-percent of users opt for the paid premium service in the first month. But eight percent of users choose to pay for Evernote if they’ve used it for two years.

The company has raised a little over $25 million in venture funding from investors including Morgenthaler Ventures and NTT DoCoMo.