Total Addressable Market (TAM) – The total overall market that your product could potentially serve. This is somewhat hypothetical; few companies are ever able to service their entire TAM.
As of 2020, there are 258.3 million adults in the U.S. - they are all potential customers
Serviceable Available Market (SAM) – The subset of the TAM that you can realistically and logistically capture based on your specific business model, targets/goals, and sales strategies.
Security-conscious individuals, able to surpass trust barriers and agree with our tools/offerings, estimating 25% of TAM or around 64.5 million customers
Serviceable Obtainable Market (SOM) – The portion of the SAM you can realistically win in the short term.
With your help, realistically anticipating a few thousand customers within a year, possibly more
Why Now – what is the reason the market is ready for you and why you need the investment now.
Our tools have reached sufficient levels of sophistication to be able to automate and streamline our internal costs and processes to make this business model viable.
The Competition
Who are they?
LastPass directly, plus their immediate competitors. Norton, McAfee, Bitdefender, etc.
Why do you have an advantage?
We’re providing either augmented functionality (in the case of our antivirus product, SentinelOne) and/or more human-level support and ease of onboarding for LastPass than what they’d get directly from the manufacturer (LastPass)
The Business Model
How are you managing this company/business?
eCommerce self-service model, with some level of streamlined back-end work like user account invitations, account resets, and as-requested hourly support (billable)
Internal team starting at 4 people, can easily grow to fit demand
Traction – do you have momentum in the market right now?
Do you have a proof of concept or pilot that was successful?
Pending website
About Me
I've been in the IT support / Managed IT services industry for over 16 years. I have a separate thriving B2B model providing Managed IT services, and there is a distinct need for a consumer-level option that provides access to the best cybersecurity options in the market at an affordable monthly rate.
The Ask – how much money are you requesting?
What will you be using the money for? (pie chart breakdown)
ask for $240,000 for PR firm, 1st year
ask for $240,000 for Ad Spend, 1st year
ask for $10,000 for business formation/legal costs
ask for $5,000 for domain and website costs
ask for $2,000 for insurance, 1st year
ask for $3,000 for misc. unforeseen expenses, 1st year