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Braving the Competition

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?

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Braving the Competition

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  1. Braving the Competition by Jeremy Anthony Kinsey a bella mia company

  2. 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

  3. 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

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

  5. 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!

  6. THEY WILL LIE THEY WILL LIE

  7. So what do you do? EDUCATION

  8. 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!

  9. Education is the Key! • Educate your customers and potential customers • Teach them about your service • Teach them about the Technology!

  10. 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

  11. Who’s Teaching Them This? YOUR COMPETITOR

  12. 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!

  13. 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!

  14. Case Study: Road Runner • Step by Step gathering of information • Analysis of information and pricing • Form a Side by Side Comparison

  15. So how do I find out? Culvert Operations

  16. RECON Step by Step

  17. 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

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

  19. Side By Side Costs Basic 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

  20. 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

  21. Wining on Price Continued Domain Registration and DNS Become an OpenSRS 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!

  22. 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!

  23. 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

  24. 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

  25. Advertise • Consistent and constant news paper ads • Print flyers and brochures • Get your materials in local stores • Become a payment center

  26. 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

  27. Some Examples

  28. More Examples

  29. More Examples

  30. What not to do

  31. 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!

  32. 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!

  33. What are they doing? They are snooping They are sniffing They are flying over your WPOPS They are lurking

  34. 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

  35. What is this? % nslookup 207.227.112.102 Server: jer.mia.net Address: 209.236.224.10 Name: CoolRunner.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 - 207.227.255.255 Wisconsin 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

  36. 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

  37. 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

  38. 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

  39. 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

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

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