Braving the Braving the CompetitionCompetition

by Jeremy Anthony Kinsey

a bella mia company

BackgroundBackground

Jeremy Kinsey “Known as Jer” to his friends.CEO and Co-Founder of Bella Mia, Inc.Been an ISP for 7 yearsBeen a WISP for 3 + yearsLocated in Wisconsin

OverviewOverview

• Who is the competition?• Dispel the Mis-Truths • Education• From WISPCON to RECON• Reach from within• Marketing against the Machine • Keeping your enemies closer

Who is the Who is the CompetitionCompetition??

• Cable Ops - Time Warner/RR, Charter

• Telco/DSL - SBC, Verizon, AT&T,

• Satellite - Direct TV,

• CLEC/DSL - Covad,

Dispel the Mis-TruthsDispel the Mis-Truths

• They will tell you that Wireless is Insecure

• They will tell you that Wireless is Unstable

• They will tell you that Wireless goes down all the time!

• They will teach you that Wireless is BAD!

So what do you do?

EDUCATIONEDUCATION

If you build it, they will come!

If you build it, you have to tell them about it

If you build it, you have to tell them to come

If you build it, you have to tell them why they should come to you

If you build it, you have to tell them why your service is worth coming to

If you build it, you have to Teach them!

Education is the Key!

• Educate your customers and potential customers

• Teach them about your service• Teach them about the Technology!

It’s about “UnLearning” stupid

• You are going to have to “Unlearn” or “Un-Teach” your customers and potential customers

• They have been taught that your service is insecure

• They have been taught that your service is unreliable

• They have been taught that your service is bad

Who’s Teaching Them This?

What They KnowWhat They KnowYour competitor knows about you!

They know what you charge

They know what you offer

They know where you offer it

Most of all, they know who your customers are!

From From WISPCONWISPCON to to RECONRECON

Learn about your competitor

Know what they charge

Know what they offer

Know where they offer it

Most of all, they know what they do not offer, or what you can offer your customer that is better!

Case Study: Case Study: Road RunnerRoad Runner

• Step by Step gathering of information

• Analysis of information and pricing

• Form a Side by Side Comparison

So how do I find out?

RECON Step by StepRECON Step by StepRECON of RR

They will want your name

Call on your Cell PhoneGive them a Fake Name

They will require an addressto find out if they can service you

Give them a real addressGive them your cell number

They will

Ask them why their service isbetter than say "Wireless"

Ask that they email you pricingand aggreements, etc.

use a fake, but valad email address

Tell them what you are looking forMake your requirements reasonable

Inquire about the servicesyou require

Choose your competitorCall their sales line

BUSINESS CLASS ANCILLARY PRODUCTS

Package Price Band Width Speed E-mails DNS IP Address WebHosting

$89.95 1Mbps x 256 Kbps 5 non-vanity No 1 DHCP No

siness Pack $125.95 1Mbps x 384 Kbps 5 vanity Yes 1 Static IP + Yes

$164.95 1.5Mbps x 768 Kbps 5 non-vanity Yes 1 DHCP No

Business Package $219.95 2Mbps x 768 Kbps 25 vanity Yes 1 Static IP + Yes

$299.95 4Mbps x 384 Kbps 25 non-vanity No 1 DHCP No

$379.95 3Mbps x 768 Kbps 25 vanity Yes 5 Static + Yes

1 $549.95 1.5Mbps x 1.5Mbps 50 vanity Yes 5 Static + Yes

2 $799.95 4Mbps x 1.5 Mbps 100 vanity Yes 5 Static + Yes

llary Products MonthlyPrice

EquipmentRequired

Setup Fee HostingStorage

HostingTransfer

P (5 block) $59.95 Cable Modem No - -

- 1 address $50.00 Router $39.95 - -

–block of 5 $75.00 Router $39.95 - -

—block of 13 $100.00 Router $39.95 - -

–block of 29 $125.00 Router $39.95 - -

lock of 5 $20.00 Cable Modem No - -

nity block of 5 $10.00 Cable Modem No - -

ng-Unix Select $24.95 Router + $20.00 125 MB storage 5.5 GB transfer

Unix Professional $54.95 Router $20.00 250 MB storage 20 GB transfer

Unix Premier $99.95 Router $20.00 525 MB storage 35.5 GB transfer

ng – Win2K Select $30.95 Router + $20.00 125 MB storage 5.5 GB transfer

– Win2K Profess. $40.95 Router $20.00 175 MB storage 8 GB transfer

– Win2K Premier $54.95 Router $20.00 225 MB storage 10.5 GB transfer

Name Service (DNS) Registration is $25 per year and $10 monthly for service

rcial Cable TV For more TW-Commercial Cable info contact Rob Davis: 414-908-4813

*Standard Installation on all packages is $295.95 plus tax.+ Either Select Package may be requested as included web hosting service;

(Router setup fee is included).

MANAGED SECURITY SOLUTIONS

Products MonthlyPrice

Billing Description Setup Fee Prerequisites

/ Standard $100.00 Standard Firewall $150.00 Requires Commercial RR

/ Enhanced $100.00 Enhanced Firewall $250.00 Requires Commercial RR

/ Custom * Custom Firewall * Requires Commercial RR

b / Standardkstations ug 25& 50

$125.00 Standard Firewallw/ VPN HUB

$250.00 Requires Commercial RR

b / Enhanceded workstations (254)

$125.00 Enhanced Firewallw/ VPN HUB

$350.00 Requires Commercial RR

b / Custom * Custom Firewall w/VPN HUB

* Requires Commercial RR

oke / Standard $90.00 Standard Firewallw/ VPN Spoke

$125.00 Requires Commercial RR

oke / Enhanced $90.00 Enhanced Firewallw/ VPN Spoke

$175.00 Requires Commercial RR

oke / Custom -* Custom Firewall w/VPN Spoke

* Requires Commercial RR

* Cost to be determined based on individual needsAxcelerant is our Managed Security Services Provider

Device:WALL SOHO3:n service 10 simultaneous computer connections with upgrade to 25, 50 or unlimited

-Upgrades will require a software-licensing fee

teful Packet Inspection:-Blocks/Secures all IP services-Remembers when info is requested, only allows properly negotiated traffic to return-Identification of frequently accessed sites and users (bandwidth, web and mail)-Proactive and reactive scans to each end point, reporting malicious attacks and breaches-24 x 7 support

WALL SOHO3 or PRO 100nneling – IPSec (Internet Protocol Security)cryption – 3DES (Encrypts the data three times with three different keys)thentication – MD5 (Passwords and Digital Signatures)

D5 (Message Digest)- verifies data integrity

ComparisonComparison

RR Business Starts at $89 - ours Starts at $99

RR Charges extra for additional IP’s - We charge $0

RR Charges extra for DNS - We charge $0

RR Charges extra for Hosting - We charge $0

RR Gives you 1 DHCP address - We give you STATIC IPs

Cost ComparisonCost ComparisonBasic Business Package with 16IP’s

20MB Web Hosting

20 Email addresses

Unlimited Forwards

Domain Registration and DNS

MX/Backup Mail Services

Side By Side CostsSide By Side CostsBasic Business Package with 16IP’s - 20MB Web Hosting - 20 Email addresses - Unlimited

Forwards - Domain Registration and DNS - MX/Backup Mail Services

Access 1 $89.95

Static IP Block of 5 $75.00

Static IP Block of 13 $100.00

Hosting-Unix Select $24.95

Domain Registration $25.00

DNS hosting $10.00

Set Up Fee $295.00

Rent Equipment

Total Recurring $299.90/mo.

Total Non-Recurring $320.00

128k/40GB $99.95

Static IP Block of 16 $0

Web Hosting FREE 20MB

Domain Registration FREE

DNS hosting FREE

Set Up Fee $399.00

Own Equipment

Total Recurring $99.95/mo.

Total Non-Recurring $399.00

Where can you win on Price?

IP addresses! /20 of IP’s or 4000 IPs cost you .62 per year! That’s .0017 cents per day! That is 82 cents per month for 16IP’s.

Web Hosting!Again, pennies a day. Besides, it is going to cost less to have your customer host in your NOC than on their Link!

20 Email addresses!Again, costs you nothing.

Unlimited Forwards!Ditto

Wining on Price ContinuedWining on Price ContinuedDomain Registration and DNS

Become an OpenSRS reseller, buy domains at whole sale and pass these savings to your customer.

MX/Backup Mail ServicesAgain, costs little to nothing for you to provide, and gives the customer MORE!

The goal here is to show the customer where the value is!

We are at WarWe are at War

Your competitor knows about you!

They know what you charge

They know what you offer

They know where you offer it

Most of all, they know who your customers are!

Don’t be naiveDon’t be naive

Your are naïve if thing if you build it, they will come

Your really naïve if you think “I am the only game in town”

Your are more naïve if you think that your technology is better

We are still in a highly competitive business

We are also in a crummy economy

Reach from Within!Reach from Within!

• Are you just a WISP, or where you and ISP?

• Up sell your other services

• Sell add-ons, value added services with your wireless

• Sell “Share your cable kits”

• Sell backup dialup lines to cable/dsl customers

AdvertiseAdvertise

• Consistent and constant news paper ads

• Print flyers and brochures

• Get your materials in local stores

• Become a payment center

Run 4 Color Front Page AdsRun 4 Color Front Page Ads

• No one opens the paper - get on the front

• Use your local “advertiser” type paper

• Run at least once a month every month! Be consistent.

• Don’t just advertise your wireless - push from within!

• Run Specials - One Week Only Sales - Last Chance Sales

Some ExamplesSome Examples

More ExamplesMore Examples

More ExamplesMore Examples

What not to doWhat not to do

Advertising RecapAdvertising Recap

• Have a consistent theme

• Have a professional create your ads

• Don’t bash your competition

• Mix advertising of Wireless with your other services

• Have fun - Be Playful and Creative! Give your ads some punch!

Keeping your enemies Keeping your enemies closercloser

Concordia Res Parvae Cresent

Work Together to Accomplish More

Don’t mess with your competitor

Don’t try to hack your competitor’s routers

We are in this together!

What are they doing?

They are snooping

They are sniffing

They are flying over your WPOPS

They are lurking

Router Router LogsLogsSep 30 11:17:45.636 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:45.912 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:47.140 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:48.136 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:49.168 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:50.192 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:53.272 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:54.300 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:55.324 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:56.344 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:57.352 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:57.912 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:17:58.396 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:18:00.416 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:18:02.420 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:18:04.432 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:18:06.488 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:18:08.540 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:18:10.636 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:18:12.872 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102Sep 30 11:18:14.900 CDT: %SNMP-3-AUTHFAIL: Authentication failure for SNMP req from host 207.227.112.102

What is this?What is this?% nslookup 207.227.112.102Server: jer.mia.netAddress: 209.236.224.10

Name: CoolRunner.cyberlynk.netAddress: 207.227.112.102

% whois 207.227.112.102

Genuity GNTY-207-227 (NET-207-227-0-0-1) 207.227.0.0 - 207.227.255.255Wisconsin CyberLynk Network, Inc. WISCYB-NN0648-NET (NET-207-227-112-0-1)

whois cyberlynk.net

Registrant:Wisconsin CyberLynk Network, Inc. (CYBERLYNK-DOM) 10125 S. 52nd Street Franklin WI,53132 US

Domain Name: CYBERLYNK.NET

When it comes to When it comes to competitioncompetition

Be Paranoid

Don’t get over confident

Don’t trust anyone

Don’t be naive

Don’t let your paranoia consume you

Wireless is not the Killer Wireless is not the Killer AppApp

Wireless is not the killer fuckin’ app

Wireless is not the recipe for success

Wireless is a way for us to compete

Wireless is not a way for us to dominate

Wireless is not the save all end all technology

You’re not the only game You’re not the only game in townin town

If cable isn’t there, it will get there

Setting up a WPOP does not guarantee a customer

If competition does not exist, it soon will

And if you think the competition is not there, they probably are

If DSL isn’t there, it will get there

DO NOT BE SO COMPLACENT

OverviewOverview

Educate yourself

Be wary and aware of your competition

Research and know what your competition offers

Advertise your service and push your other services

Educate your customer and potential customer

Braving the Braving the CompetitionCompetitionby Jeremy Anthony Kinsey

a bella mia company

QUESTIONSQUESTIONS

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