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The Business of Security
The Nitty Gritty of Running a Multi-Million Dollar Business
Tony Perez
@Perezbox
@perezbox|@sucuri_Security
Sucuri
@sucuri_security | https://sucuri.net
@perezbox|@sucuri_Security
 65 Employees | 22 Countries
 24 hours x 7 days a week x 365 days a year
 350,000 + Websites
 40,000 Paying Customers
 Mitigating 350 million attacks a month
 Handling 10 billion + unique page views a month
 Remediation of 500 websites a day
@perezbox|@sucuri_security
@perezbox|@sucuri_security
The real lessons come in the process
of building your business.
@perezbox|@sucuri_security
Let’s talk the industry…
Website Security
@perezbox|@sucuri_security
One of the most misunderstood /
under appreciated industries.
@perezbox|@sucuri_security
There is a constant struggle to
educate.
@perezbox|@sucuri_security
You have the users:
“Security? I need that?”
@perezbox|@sucuri_security
You have the platforms:
“Those security guys and their FUD?”
@perezbox|@sucuri_security
You have the experts:
“Just follow these 10 Tips…”
@perezbox|@sucuri_security
You have the developers:
“They’re just making money on our
backs…”
@perezbox|@sucuri_security
You have the techie:
“Just use this tool…”
@perezbox|@sucuri_security
You have the cynic:
“They are the ones hacking...”
@perezbox|@sucuri_security
You have the media:
“The internet is imploding...”
@perezbox|@sucuri_security
Navigating these feelings / emotions is
the most challenging aspect of our
business.
@perezbox|@sucuri_security
Our Core
What drives us?
@perezbox|@sucuri_security
To be the constant in an evolving
website security industry.
@perezbox|@sucuri_security
Build solutions that solve problems.
Stay ahead of the emerging threats.
@perezbox|@sucuri_security
Market
The word we live..
@perezbox|@sucuri_security
Experts
@perezbox|@sucuri_security
Lack of Understanding
@perezbox|@sucuri_security
Competing with Free
@perezbox|@sucuri_security
Comparing Apples and Oranges
@perezbox|@sucuri_security
Everything with security in the name or
description must be the same.
@perezbox|@sucuri_security
We used to imagine that every
website owner would be a customer.
@perezbox|@sucuri_security
Every website owner doesn’t make a
good customer.
@perezbox|@sucuri_security
Competition
There are always new players…
@perezbox|@sucuri_security
When we started it was a project.
@perezbox|@sucuri_security
We started to make money and it
became serious.
@perezbox|@sucuri_security
Infatuation with the Competition
@perezbox|@sucuri_security
They obviously know something
more than us.
@perezbox|@sucuri_security
We must be first to market.
@perezbox|@sucuri_security
They stole our content, our idea!!
@perezbox|@sucuri_security
There growth is exponential!
@perezbox|@sucuri_security
They will crush us.
@perezbox|@sucuri_security
This infatuation with the competition
stalled us.
@perezbox|@sucuri_security
We were making decisions not to
solve problems, but to respond to
perceived threats.
@perezbox|@sucuri_security
Today we focus on:
@perezbox|@sucuri_security
Solving Problems
Supporting People
@perezbox|@sucuri_security
Our focus on the core of our
business brought about our growth.
@perezbox|@sucuri_security
We live everyday as if there is
someone out there looking to destroy
us.
@perezbox|@sucuri_security
Need
It’s all about solving problems.. about value…
@perezbox|@sucuri_security
The essence of our business stems
from one very simple question:
“Can I monitor the integrity of my
mom’s blog without having access it?”
– Daniel Cid
@perezbox|@sucuri_security
People weren’t thinking ...
“I really wish I knew the integrity of my
website..” – Random Website Owner
@perezbox|@sucuri_security
From this one simple thought, Sucuri
was born.
@perezbox|@sucuri_security
The holy grail to value is what people
don’t know they need.
@perezbox|@sucuri_security
Self-Reflection
Constant leaners…
@perezbox|@sucuri_security
Intellectual Debates
@perezbox|@sucuri_security
Every discussion brings about a
different perspective, a different
approach, and ultimately a better
solution.
@perezbox|@sucuri_security
The biggest challenge with value is
when you and your customers
perceptions of said value are
misaligned.
@perezbox|@sucuri_security
The evolution in identity…
@perezbox|@sucuri_security
2010 – Network Based Integrity Monitoring Service
2011 – Malware Detection / Alerting / Response
2013 – Malware Detection / Alerting / Response /
Protection
2014 – WebsiteAntiVirus / Website Firewall
2015 – We clean and protect your website.
@perezbox|@sucuri_security
Customer didn’t care about the
features we offered.
@perezbox|@sucuri_security
The care what problems we solve.
@perezbox|@sucuri_security
Growth
Businesses are not built on individuals…
@perezbox|@sucuri_security
If you look hard enough you can find
insights and contradictions to
everything.
@perezbox|@sucuri_security
Nothing we do internally is simple.
@perezbox|@sucuri_security
People are frightened by the
apparent chaotic nature of our
environment.
@perezbox|@sucuri_security
Controlled Chaos
@perezbox|@sucuri_security
Growth has been beautiful, but it’s
brought about challenges we never
expected.
@perezbox|@sucuri_security
Decisions
Indecisiveness is a poison..
@perezbox|@sucuri_security
We have never made a decision in
which we were certain of the
outcome.
@perezbox|@sucuri_security
Our biggest fear is not making a
decision, but rather not identifying a
bad decision.
@perezbox|@sucuri_security
We struggle with decisions every
day…
@perezbox|@sucuri_security
People
Pricing
@perezbox|@sucuri_security
People
The volatility in human behavior…
@perezbox|@sucuri_security
It’s never the right time to hire. It’s
always the scariest proposition.
You’re never quite sure. Especially in
the early days.
@perezbox|@sucuri_security
Those who started with you, might
not be the ones that grow with you.
@perezbox|@sucuri_security
Managing people is the hardest thing
we’ve ever endured.
@perezbox|@sucuri_security
You can’t debug people.
@perezbox|@sucuri_security
They say to hire slow, and fire fast.
@perezbox|@sucuri_security
Great Tip!
@perezbox|@sucuri_security
Freaking hard to do!!
@perezbox|@sucuri_security
Pricing
The art, or lack there-of..
@perezbox|@sucuri_security
Wanted to be the Walmart of Website
Security.
@perezbox|@sucuri_security
Security to the masses!! Low cost,
high growth!! Win-Win!!
@perezbox|@sucuri_security
While low pricing is attractive, it
attracted the wrong type of
customers.
@perezbox|@sucuri_security
Three years to make a pricing
change.
@perezbox|@sucuri_security
It’s easy to say, “Raise prices” when
it’s not your decision to make.
@perezbox|@sucuri_security
We should have raised prices three
years ago!!!
@perezbox|@sucuri_security
We lost over 40% of our signups,
and 20% of our revenue.
@perezbox|@sucuri_security
Was not the price change, it was the
design.
@perezbox|@sucuri_security
Take-away
What’s this all mean to you?
@perezbox|@sucuri_security
There are no right answers, just
actions and inactions.
@perezbox|@sucuri_security
We are all just figuring it out.
Tony Perez
@perezbox
@perezbox|@sucuri_security

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