Emerging Opportunities

Small-business Cybersecurity

Big companies have serious cybersecurity; small businesses have almost none — yet they're attacked constantly. The need is proven and the segment is huge, just underserved. Its deeper lesson: take a proven need already met for one segment (the enterprise) and serve the ignored segment (small businesses) it was never built for.

  • Beginner
  • 8 min total
  • 11 chapters

What decision this helps you make: How to find opportunity by serving the underserved segment of a proven need — adapting what works for one group (the enterprise) to a large, ignored group (small businesses).

What this topic is

Cybersecurity products and services built specifically for small businesses — simple, affordable, managed protection against the threats that enterprise-grade security addresses but that small firms can't use or afford.

Why it matters

The need for security is proven at the enterprise; small businesses have the same need, are attacked constantly, and are largely unserved — teaching how to serve the ignored segment of a proven need.

Who should learn it

Founders learning to find opportunity in the underserved segment of a need that's already proven elsewhere.

What you will understand

  • Enterprises have serious cybersecurity; small businesses barely any
  • Small businesses have the same need and are attacked constantly
  • A huge, underserved segment of a proven need is the opportunity
  • Serving an ignored segment is a repeatable way to find openings

Prerequisites

Common misconception

"If a need is already served, the opportunity is gone." Not if it's only served for one segment. Cybersecurity is well-served for large enterprises but barely served for small businesses — who have the same need and are attacked constantly. The proven need plus an ignored segment is the opportunity: serve the customer the existing solution was never built for.