Braving the Competition by Jeremy Anthony Kinsey a

Braving the Competition by Jeremy Anthony Kinsey a bella mia company

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

Overview • • 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 Competition? • Cable Ops - Time Warner/RR, Charter • Telco/DSL - SBC, Verizon, AT&T, • Satellite - Direct TV, • CLEC/DSL - Covad,

Dispel 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? EDUCATION

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 “Un. Learning” 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 Know 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!

From WISPCON to RECON 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: Road 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 Step

Comparison 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 Comparison Basic Business Package with 16 IP’s 20 MB Web Hosting 20 Email addresses Unlimited Forwards Domain Registration and DNS MX/Backup Mail Services

Side By Side Costs Basic Business Package with 16 IP’s - 20 MB 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 128 k/40 GB $99. 95 Static IP Block of 16 $0 Total Recurring $299. 90/mo. Total Non-Recurring $320. 00 Total Recurring $99. 95/mo. Total Non-Recurring $399. 00 Web Hosting FREE 20 MB Domain Registration FREE DNS hosting FREE Set Up Fee $399. 00 Own Equipment

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 16 IP’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 Continued Domain Registration and DNS Become an Open. SRS reseller, buy domains at whole sale and pass these savings to your customer. MX/Backup Mail Services Again, 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 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 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! • 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

Advertise • 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 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 Examples

More Examples

What not to do

Advertising 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 closer 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 Logs Sep 30 11: 17: 45. 636 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 45. 912 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 47. 140 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 48. 136 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 49. 168 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 50. 192 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 53. 272 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 54. 300 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 55. 324 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 56. 344 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 57. 352 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 57. 912 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 17: 58. 396 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 18: 00. 416 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 18: 02. 420 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 18: 04. 432 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 18: 06. 488 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 18: 08. 540 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 18: 10. 636 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 18: 12. 872 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102 Sep 30 11: 18: 14. 900 CDT: %SNMP-3 -AUTHFAIL: Authentication failure for SNMP req from host 207. 227. 112. 102

What is this? % nslookup 207. 227. 112. 102 Server: jer. mia. net Address: 209. 236. 224. 10 Name: Cool. Runner. cyberlynk. net Address: 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 Wisconsin Cyber. Lynk Network, Inc. WISCYB-NN 0648 -NET (NET-207 -227 -112 -0 -1) whois cyberlynk. net Registrant: Wisconsin Cyber. Lynk Network, Inc. (CYBERLYNK-DOM) 10125 S. 52 nd Street Franklin WI, 53132 US Domain Name: CYBERLYNK. NET

When it comes to competition Be Paranoid Don’t let your paranoia consume you Don’t get over confident Don’t trust anyone Don’t be naive

Wireless is not the Killer App Wireless is not the killer fuckin’ app Wireless is not the save all end all technology Wireless is not the recipe for success Wireless is a way for us to compete Wireless is not a way for us to dominate

You’re not the only game in town If cable isn’t there, it will get there If DSL 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 DO NOT BE SO COMPLACENT

Overview Educate yourself Educate your customer and potential customer Be wary and aware of your competition Research and know what your competition offers Advertise your service and push your other services

QUESTIONS ? Braving the Competition by Jeremy Anthony Kinsey a bella mia company