UCSB TMP 244: Entrepreneurial Marketing

(Red Team)Harshitha Chidananda

John DustonOliver Townsend

Will Summers

RoadMap

Market Analysis

Competition

Future of Security

SWOT

Strategy Outline

Segments

Positioning statements

4 Ps

Product

Place

Pricing

Promotion

Market analysis - Competition

All in one solution

- 55% new revenue in 2015 is from repeat sales- But… competition on all fronts

Major competitors:

Imperva: easiest to use, most loyal customers

Market analysis - Competition

2014Imperva Revenue Breakdown

Market analysis - Future of Security

http://www.techrepublic.com/

Market analysis - Future of Security

Global cloud security market:

- 12.8% CAGR 2015-2022- $4.5 billion → $11.8 billion

Main contributors to cloud sec growth:

- Mobile/IoT- SMBs- Ease of use of security software

http://www.techrepublic.com/http://www.forbes.com/

Market Analysis

Strengths

Securesphere products are market-leading in-terms of ease-of-use

Most loyal customers

Weaknesses

Despite superior products, Imperva is up against far larger and more recognisable companies.

Opportunities

Cloud security is a rapidly growing market, superior products could lead to market dominance

Threats

Cloud security is a rapidly growing market, would-be competitors are everywhere

STRATEGY: Increase market share

- Increase market share - Sales driven to SaaS- Customer base- Service and subscription fees- Recurring revenue- Upsell later

Market Segmentation

- Company size- Large: quality

- Medium: ease, price, & performance - Small:Price

- Current Customers vs. New Customers- Current: education on what other products they need, only 26% have more than 1 product

- New: need at least some or better cyber protection

- Industry- Currently in banks, hospitals, government, & finance

PRODUCT

01

Maximize short-term profits

After Sales service

- Focus on the cloud-based security market with its - Incapsula - Skyfence

- Small market, but rapidly growing market- Capture a large portion of this market in its early

growth stages so that a commanding lead is developed for the long-term

Imperva software advantages

- Ease of use - Strength of its software- Can be installed on a corporate IT network

within minutes- Won awards for being industry leaders

PRICE

0103

Maximize short-term profits

After Sales service

Discounts to increase usage

1st movers in cloud security

Customers makes decision about security

Customers decides to choose Imperva

Satisfied customers from usage

Imperva announces about new product

Already existing customers convinced by superiority of Imperva

Offer good pricing

New Customers10% discount to existing customers on recommending new customer

New products25% discount to existing customers on buying new product of Imperva

After-salesAfter sales services such as customer care, maintenance, renewal, complementary packages

Pricing strategy

PLACE

Imperva already has giant partners

Foster current channel relationships

Distributors

Continue to play large role in increasing revenue

PROMOTI

ON

Universities

Customers

Recognition

University- Tech-talks at universities (recruiting/informative events

to reach new generation of engineers) - Sponsor Hackathons (security related challenges and

prizes)- Emphasize long term reliability through retention rate!

“90% and growing!”

Promotion

- Raise brand awareness by incentivizing referrals with discounts from existing

customers.

- Emphasize retention rate! “90% and growing!”

- Maintain a good relationship with distributors

2004-CRN gives Imperva SecureSphere Web Application Firewall 5-Star Recommendation

-InfoWorld product review gives Imperva the highest score in application security

2005

-Yankee Group Names Imperva "Market Leader" in Web Application Firewalls

-CRN gives Imperva SecureSphere Database Security Gateway 5-Star Recommendation

-Finalist for Red Herring Top 100 Private Companies

-Finalist for Software Newcomer of the Year 2005 "CODiE" Awards

2006

-Editor's Choice for a Web Application Firewall by Network Computing

-eWeek Excellence Award

-Shlomo Kramer - Top 20 People Who Changed the Network Industry by Network World

-Most Innovative at the invitation-only RSA Conference 2006 Innovation Station Showdown

-Security Company to Watch by Red Herring Magazine

2007-Red Herring 100 Global Award

-Editor's Choice Award from InformationWeek Magazine

-Red Herring 100 Award—One of the top private companies in North America

-2007 Readers' Choice Award from Information Security Magazine

-Finalist in the SC Magazine Awards -2007 Europe Best Security Solution for Healthcare

-One of the 25 Best Security

-Innovations for 2007 by Financial IT Security Magazine

2008

-2008 Editor's Best Award from SQL Server Magazine

-Techworld names SecureSphere a winner for Network Application

-Product of the Year

-Shlomo Kramer Named CEO of the Year by SC Magazine

-Information Security Magazine "Imperva presented the strongest all-around (WAF) offering"

-Finalist in for SC Magazine

-Excellence Award - Best

-Enterprise Security SolutionRSA Secured Partner Program Certification

2010-Named the Wall Street Journal’s “Next Big Thing”.

-Ranked tenth out of 50, and the highest ranked security vendor

-Named a leader in Forrester’s Wave on Database Activity Monitoring.

-Named the top vendor for WAF in Japan.

-Awarded 2010 Everything Channel Partner Program Guide and Five-Star Partner Rating

-InfoSecurity magazine names Imperva’s WAF product of the year.

-SC Magazine names SecureSphere as a runner up product of the year.

-SC Magazine Australia names SecureSphere as product of the year.

2009-Named One of 50 Hottest Companies for 2009 in TiEcon Competition

-SecureSphere Achieves Common Criteria Certification

-Finalist in SC Awards 2009 SecureSphere

-Best Web Security Solution

-ICSA Labs certified Imperva SecureSphere Web Application Firewall

2014-Named Best Data Security/Loss Management Solution by the 2014 Government Security

-Frost & Sullivan Recognizes Imperva for Becoming the Revenue Leader in the Web Application Firewall Market and for its Acquisition of Incapsula

-Imperva Positioned in the Leaders Quadrant of the Magic Quadrant for Web Application Firewall

RECOGNITION

Summary

- Increase brand awareness with all medium sized companies

- Technical seminars/conferences/trade shows for tech/security conscious

business owners

- Emphasise the fact that its software has won numerous awards

- Educate companies on the importance of security and threats that can exist in

a system.

- Advertising through websites, informative articles, and mobile application

- Emphasize on their collaboration with big industries players like Amazon

- Develop internet presence including third party sites such as Medium/Quora

Maintain good relationship

with distributors

Company makes profit

Develop strong brand

globally

Target Individuals

In the long run...

Chat with

Courtney Ostermann, Senior director, Corporate marketing at Imperva

Thanks to,Paula Brici,Imperva

Important products?

Imperva is focused on 6 key product lines, and this focus will continue as we

develop new features and functionality. Our best-of-breed discovery, protection

and compliance solutions include:

- Imperva SecureSphere Web Application Firewall

- Imperva SecureSphere Data Security

- Imperva ThreatRadar

- Imperva CounterBreach

- Imperva Incapsula

- Imperva Skyfence Cloud Gateway

Market

Our core market segments are:

- Breach and Insider Threat Prevention

- Cloud Security

- Data Security

- Platform Security

- Web Application Security

- DDoS Protection

Our value prop: as one of the most vital cyber security companies of the digital

world, we help organizations discover assets and risks, protect their business

critical apps and data, and comply with regulations.

Promotion

- Total revenue in fiscal 2015 of $234 million

- 4,500+ customers

- 90 countries

- 1000+ employees

- Sell direct and via partners of which we have 500+

What is Imperva struggling with most with the growth as cloud is growing?

Imperva is fortunate in that we offer customers the ability to support hybrid cloud. You can deploy our SecureSphere Web Application Firewall on-premises in your data center and/or in the cloud if, for example, you are using AWS or Microsoft Azure. This approach gives customers the same security in the cloud that they expect in their data center.

Major challenges “Staying ahead of new cyber threats and attack vectors is a constant challenge, but our research and development team, The Imperva Defense Center, is a premier research organization for security analysis, vulnerability discovery, DDoS mitigation and compliance expertise. Imperva Defense Center research combines extensive lab work with hands-on testing in real world environments and learnings from Imperva SaaS and managed offerings to enhance Imperva products. By applying advanced techniques to data, application and network security, the Imperva Defense Center delivers on the goal of up-to-date threat protection, DDoS mitigation and unparalleled compliance automation.”

Advertising

Imperva,securing the world,one company at a time!

Though, we have already partnered with 500 companies!

Then, Marcos discovered Imperva

Easy to use

Secure

Trusted!

“We value your time, and that’s why we provide security installation within minutes”

- Imperva

Thank YouQuestions?