CyberSting Software Inc.

CyberSting Software Inc. is a Smart Home Security-as-a-Service solution, aimed at shielding diverse heterogeneous smart home infrastructures.  CyberSting brings observability and actionable insights within the single-view security dashboard, making sophisticated smart home implementations easily extendable, manageable, and secure. CyberSting's business model is total control over the smart home data: knowing the data, protecting and governing the data, managing loss, automated safety, control compliance. Data protection principles are in compliance with the GDPR. CyberSting protects smart homes by targeting both external threats, insider and hidden threats.  

A smart home is simply defined as a home equipped with lighting, heating, and electronic devices that can be controlled remotely by smartphone or computer. The market constitutes the sale of networked devices and related services that enable home automation for private end users (B2C). Considered are devices that are connected directly or indirectly via a so-called gateway to the Internet. Their main purposes are the control, monitoring and regulation of functions in a private household. 

The remote control and monitoring of individual devices and, if applicable, their direct communication with one another (Internet of Things), is an essential component of intelligent home automation. Therefore, services which are necessary for the maintenance or control of the household network are also considered, e.g. subscription fees for control apps or external monitoring services. Devices whose primary function is not the automation or remote control of household equipment, e.g. smartphones and tablets, are not included here. Similarly, devices that relate to household connection and remote control only to a limited extent, such as smart TVs, are not included either. 

In the Scope of the Market • Digitally connected and controlled devices within a house that can be remote controlled • Sensors, actuators and cloud services that support automation in any way • Control hubs to connect sensors and actuators with remote controls and to each other • B2C hardware and software sales as well as subscription fees Out of the Scope of the Market • Smart TVs • B2B/C2C sales of any kind (e.g. to hotels or office buildings) 3.2 Market Size Globe News Wire (2020) states the global smart home market is expected to generate staggering revenues of $150.1 billion in 2022, with the market showing adequate growth of 23.59% (CAGR 2022-2026) through 2026, to reach annual revenues of $350.1 billion by 2026. 

 Key Market Drivers Number of mobile internet connections The rapid proliferation of broadband-enabled mobile devices has led to a widespread prevalence of mobile computing among consumers and businesses. As the number of mobile internet connections increases, so does the attractiveness of targeting mobile devices with viruses. This has become particularly true as an increasing amount of sensitive information is being stored on mobile devices (e.g. personal financial information). As this trend continues, consumers and businesses alike will increasingly demand mobile security software, benefiting the industry. The number of mobile internet connections is expected to rise in 2022. Number of broadband connections As more of the population starts using high-speed internet connections, the number of targets for increasingly complex malware rises. This factor creates a larger potential customer base for industry operators. Consequently, an increase in the number of broadband connections bolsters industry demand. The number of broadband connections is expected to grow in 2022. Private investment in computers and software Software is often purchased in conjunction with hardware, with licensing fees often tied to the number of computers on which the software is installed. Therefore, there is a direct correlation between investment in computers and software publishing revenue. Private investment in computers and software is expected to grow in 2022, representing a potential opportunity for the industry. 

Global Connected Home Revenues (USD Billions) CyberSting Software - Corporate profit - When corporate profit is high, operators are more likely to increase their capital expenditures and invest in goods such as software. When profit shrinks, however, information technology spending is one of the first expenditures companies cut, as it can easily be postponed. Corporate profit is expected to grow in 2022. 

Consumer spending - Consumer spending is a key indicator of demand for software publishers. As consumers spend more, businesses benefit. Since businesses are the primary market for industry software, any boon to business activity should thus be a harbinger of industry demand as well. Consumer spending is expected to grow in 2022. 

Key Market Trends • 40.8% of smart homes have at least one device that vulnerable to cyber-attacks, thus putting the hole home in danger. • The smart home household penetration rate is expecting to hit 25% by 2026, up from 14.2% in 2022.iv • Globally, there are expected to be 573.7 million smart home users by 2026. v • 35% of US broadband households have dealt with a data security issue in 2021. 

Market Segmentation Target Market CyberSting Software is located in Toronto but will eventually cater to a much broader market. The company will seek to initial test operations in Toronto. Once operational efficiencies have been fine-tuned the company will expand throughout the rest of Canada targeting niche areas where there is minimal competition. Only after the company has grown, matured, and captured significant market share throughout Canada will the company seek to expand to other large geographic regions, such as the United States. 

Target Characteristics The target market for CyberSting Software is broad. However, to further narrow the target market in Canada, CyberSting Software will seek to emphasize targeting households, with medium to high disposable incomes, who are smart home users.  

The overall strategy for CyberSting is to establish the brand as an industry-leading IT solution provider providing proprietary solution through a SaaS platform to adhere to industry pain points faced with thousands of businesses and individuals across North America. Utilizing a successful fundraising campaign, CyberSting will continue ongoing product development and beta testing of our product suite as well as utilize a series of digital advertising strategies to create a mass network of customers on the onset. 

Phase 1 – Product Development Phase one of the initial go-to-market campaign will be the secure strategic investment sources which will be allocated primarily to the product development of the minimal viable product and initial brand awareness. Additionally, within the use of funds will be legal costs, salaries and wages and a small other working capital. Within phase one, CyberSting will seek to source a team of data scientists to begin to enhance the capability of the platform to leverage, analyze and transform the data into actionable insights. 

Phase 2 – Beta Testing Phase Phase two will focus on the beta testing of the minimal viable product before introducing the platform to a mass audience to help develop and quickly grow the brand. A select focus group of users within the industry will be chosen to beta test the product. This will allow for feedback on the product’s functionality as well as any subjective feedback. Beta testing the product will allow us to revise on the product, fix bugs or any other functional inefficiencies before launching the platform. Focus group users will be asked their opinions on the product so we can receive feedback on different aspects of the platform. Once the product has been revised and functionality is high, we will begin phase two of the initial go-to-market campaigns. Within phase two, a heavy emphasis on outbound marketing efforts will be in place through management and sales representatives to begin to create initial relations with prospective customers, industry stakeholders and potential investors. As the product development continues, we will continue to secure initial sales with potential customers to beta test the product, allowing for measurable KPI’s and traction before introducing a mass marketing campaign across other states. CyberSting will utilize ownership and managements position and industry experience in the market to establish a rapport with key stakeholders for partnership agreements in the industry. 

Phase 3 – Creating the Network Phase three will be allocated to the full-scale launch of the platform and converting the network of users. The initial markets for penetration have been identified from management, as each market has clear cut voids in the market with ample opportunity for penetration. Toronto has been identified as initial test market before introducing the platform to other regions/ The goal of phase three is to capitalize on the CyberSting Software - opportunity presented in the market and create a strong brand presence in these market before a heavier focus throughout other states that present favorable opportunity for expansion. Within phase three, a large portion of the initial capital contribution’s will be dedicated to the sales and marketing of converting the network, with a portion of funds allocated to salaries and wages. The sales and marketing strategy for CyberSting will be to attract customers through a strong online presence, a professional website, trade shows and strategic partnerships/affiliations. Social media will be at the forefront for the advertising strategy using lead generation through Facebook and LinkedIn. This will allow the company to track progress and create a following at a relatively inexpensive cost. The strategy behind advertising will be to promote and highlight the brands product suite, showing customers the excellent value proposition presented to them by onboarding the CyberSting innovative platform and the benefits they receive. The website will be maintained as a professional, active, and effective website for the user. The website will be at the center of all marketing activity. We will attend all important trade shows and seminars in the industry to help promote the brand and build ongoing strategic relationships as well. 

 Phase 4 – Operational Scale By phase four of the initial go-to-market campaign, the brand will have created a strong brand presence in the mentioned markets and can begin to initiate potential expansion opportunities to other neighboring markets. At this stage of the company’s lifecycle, the platform will have over thousands of active subscribers. Phase 5 - Expansion The goal in phase five will be focused on growing our customer base and establishing new partnerships across all new markets. In phase five, the goal will be to expand the brand to fully capitalize on the unmet market opportunity presented. At this stage, the platform will have obtained measurable KPI’s and traction from our test market, which will enable a potential additional raise of capital devoted to the marketing efforts to bring mass awareness throughout our target markets. Consistent dedication towards research and development will be ongoing, adding benefits and features to the platform and staying ahead of all technology trends and curves presented in the industry.