Warning: This was not written by a marketing company! We believe if we are truly going to be a force for good in the cyber market, we need to start being honest. So, here are my unfiltered initial thoughts on our product launch and why we decided to build out a SaaS offering in the first place.
My team and I have spent the last four years dedicated to the mission of making cyber security more affordable and accessible to companies of all sizes. While this seems like a small thing, it has not been an easy road. There are lots of reasons for this, but to name a few:
- Cyber security is a very crowded market
- There are massive marketing budgets being spent by cyber startups making it hard to stand out from the crowd
- It is hard to create a new approach when you see an entire industry moving in one direction and you want to do something different, something creative.
We started with a business model that focused on installing easy-to-deploy on-site sensors for our customers and had some great early success. However, we quickly ran into a few key challenges.
- First, as technologists know, every network is different and things seem to work differently in every one.
- Second, when something does break, it is difficult to get access to the hardware. When you are trying to make things easy on customers, asking them to reboot machines or troubleshoot problems is not something you want to do.
Over the past few years we have built some amazing customer relationships, signed some big customers, and lost customers for a myriad of reasons, some our fault, some not. This is to be expected in the lifecycle of a startup.
As we continued to grow in 2017, our team was increasingly bothered by the fact that impact we can make on the community at large was significantly limited by an appliance-centric business model. We didn’t just set out to sell an awesome security product, we set out to change the world. That seems hokey, but it is true. We believe it is time for a different approach to cyber security that provides companies of all sizes access to enterprise-grade cyber capabilities without the overwhelming investment and requirement for the highly skilled personnel that most cyber security products require.
As we started to look to our options, the clear choice was to roll out a new service-oriented technology stack that focused on our key priorities. First, we needed to allow customers to instantly sign up and access Dark Cubed. With all of the marketing and noise in our industry, the proof is in the pudding…the faster we can get our customers access to Dark Cubed the better. Second, we needed to provide the ability for customers to send us data or drop in a simple, easy-to-install sensor to collect data for us. There are plenty of approaches to accomplishing this goal but building a system that makes this process easy is, well, hard. Finally, we needed to make cyber security information actionable. This requires allowing customers to look into the details of their network traffic, benefit from enterprise-grade threat intelligence and predictive analytics, and then block threats quickly and easily. This was our mission and as of today, we have reached our first major milestone.
So here we are, seven months after deciding that we needed to stretch ourselves and accomplish something that we haven’t seen any other cyber security company accomplish yet: a new approach to cyber security that works for companies of all sizes that is easy to use and actually provides value at an incredible price point. Can we do everything? No, but we aren’t trying to. We are trying to do what matters in a way that actually works for all of the organizations that have been abandoned by today’s cyber security market because they don’t have enough money, people, or time.
What is it we are actually doing you ask? Well, we are providing an online service that will receive network data that you send (or we can send out a simple, easy-to-install hardware sensor), identify threats targeting you, and then allow you to block traffic with a click of the button or even automatically if you so choose. Now, I hear you, none of the individual things we have accomplished are all that innovative, but allowing all of this to happen within minutes, without required large investments or a team of cyber experts? That is innovation.
Today, we officially launched our new approach to Dark Cubed using a “software as a service” business model, therefore, subjecting ourselves to the forces of the market. This launch is the result of countless hours of hard work, evenings, weekends, blood, sweat, and tears, but it is now here. We are excited to start showing it off to new customers. The most exciting thing about this product launch is that we see it as the beginning of a much more strategic roadmap, with many creative innovations coming.
As "launch day" draws to a close, I am humbled by the amazing outpouring of support and encouragement from friends, family, customers, and the community at large. If you are reading this, thank you for your support and your time...and know that it is deeply appreciated by our team!
If you have any questions about Dark Cubed or our product, drop us a line at email@example.com. We look forward to a conversation with you!