Nimbus ninjas final 2012 berkeley

DRM FOR YOUR APPLICATIONS IN THE CLOUD

NIMBUS NINJAS

The Nimbus Ninjas TeamTushar Tambay: VP Engineering. High Cloud Security.

MBA candidate at Haas School of Business, University of California, Berkeley.

Background: Operating Systems, Enterprise Storage Systems, File Systems, Enterprise Security.

Brandon Wong: Student Instructor and Researcher, University of California, Berkeley

Masters Student in Civil Systems Engineering

Background: Introduction to Programming Student Instructor, Floating Sensor Control Developer, Tree Sap Flow Measurement Developer

Andy Yao: Principal Product Manager, Oracle


Background: Enterprise software R&D, Sales and marketing.

Nitin Nagpal: Engineering Manager, NetApp


Background: Enterprise storage and security, Backup/Archive solutions, Storage Security Solutions, Secondary Storage Solutions and Storage File system Engineering.

Ben Dahl, Pelion Ventures

Our Beginning

• Firms moving to public cloudsTarget customer

• Keep applications and data secure in the CloudProblem

Security conscious firms wanting to utilize public cloud infrastructure

Cloud service providers wanting to attract security conscious customers

Prototype product

Outreach to security conscious customers

Product evaluation

Secure public cloud data with end-user controlled key management

Enable firms to move applications into public cloud securely

Strengthen Cloud Solution Providers by enabling them to deliver trusted data and application service

Cloud service providers

Open source community

SaaS ISVs

R&D costsSupport costs

Marketing costsS/W license

Direct and via cloud service provider

IP

Personnel

High degree of trust & confidence

BUSINESS MODEL – Week 1Key Partners Key Activities Value Proposition Customer Relationship Customer Segment

Channel

RevenueCost Structure

Key Resources

Our Interview Schedule

• Week 2 : 4 • Week 3 : 15• Week 4 : 4 [Sorry! ]

• Week 5 : 35• Week 6 : 28• Week 7 : 14• Week 8 : 12

112 Interviews

First Pivot

Help firms secure cloud based servers

Cloud == Cloud StorageCloud_Storage : Convenient but insecure

Protect data stored with Box, Dropbox, CloudDrive etc..

Feedback

Before

After

Cloud Infrastructure Providers

Prototype product


Product evaluation



Marketing costs S/W license

IP

Personnel

Cloud StorageProviders

Cloud Storage Users(Enterprises)

High degree of trust & confidence

Indemnify against content liability

St.aaS, IaaS Providers Cloud Storage Users

(consumer)

IaaS, PaaS

Enterprise Cloud Infrastructure Users

Provide secure storage mgmt service to customers

Rent storage+mgmtbut own your data

Securely shred data. Avoid provider lock-in

Direct

Key Partners Key Activities Value Proposition Customer Relationship Customer Segment

Channel


Key Resources

BUSINESS MODEL – Week 3

Several startups already targeting this space

Second Pivot

Help consumers and firms secure their data on Box, Dropbox etc.

• Focus on securing Applications

• Target Cloud Service Providers instead of users

Feedback

Before

After

Price Per server encrypted

IaaS ProvidersEx. Enki, Varinsic, Savvis

Prototype product


Product evaluation



Marketing costs

Price Per VM encrypted

IP

Personnel

Content Mgmt ???

St.aaS ProvidersEx. Varinsic, Box

St.aaS Users – SMB+EntEx. Box users

High degree of trust &

confidence


IaaS Providers St.aaS User Consumers

Ex. Dropbox, AMZN clouddrive users

IaaS, PaaS

IaaS Users (SMB+ Ent.)

Ex. HealthcareStartups, LeagalFirms, Provide secure infrastructure

service to customers

Rent infrastructure, own your data

Securely shred data. Avoid

provider lock-in.

Direct

Cloud Service Integrators (Dell)


Channel


Key Resources


Week 4 Week 5

35

Interviews

Enablers

Integrators

Providers

Users

Individual Consultants

• New find• Provide easy migration and integration services

• Our Space• Security requirement is ubiquitous

• Cost Benefits• Misconception and Security Awareness

• Crowded Space• Very competitive

NIMBUS NINJAS

NIMBUS NINJAS

CLOUD SERVICE PROVIDERS & INTEGRATORS

CLOUD USERS

Meet Compliance, HIPAA, PCI-DSS requirements

IaaS Cloud Providers(CSPs)

• Provide server & application hosting platforms

• Ex. FireHost, ENKI, Savvis

• Establish relationships with CSPs & Integrators

• Prototype product for POC. Validate workflow.

• Product R & D• CSP Integration


Enterprises using IaaS• Use private + public IaaS

clouds for internal IT services

• Ex. Legal, Financial firms

Attract security conscious customers that would otherwise stay away

Securely shred data in public cloud

Direct

Cloud integrators• DELL, BinaryWkshp, etc.

SaaS provider using IaaS• Use public IaaS Clouds to

provide internet based service• Ex. HealthMetricSystems

Avoid provider lock-in

IaaS CSPs

SEO

Establish credibility as security experts

Short term :-• Open source

community• IaaS CSPs• Cloud Integrators

Long term :-• TPM Vendors (Trusted

Platform Module)• SaaS Application

developers

Work with CSPs to help distinguishing their offering

Secure your applications in public cloud

Educate Integrators about our product


Channel


Key Resources


Marketing costs Price Per VM encrypted

IP

Personnel


Week 5 Week 6

28Interviews

Modification to our offering

CSP: “80% of our customers won't know how to manage keys. so possibility of key hostings”

Helps firms keep application on cloud secure

Key Management platform hosted by CSP

Feedback

Before

After

Meet Compliance reqs.






• Product R & D• CSP Integration• Educate Integrators about

our product• Testimonials / Referrals

from industry experts

Enterprises using IaaS• Use private + public IaaS

clouds for internal IT services

• Ex. Legal, Financial firms

Attract security conscious customers


Direct

Cloud integrators• DELL, BinaryWkshp, etc.

SaaS provider using IaaS• Use public IaaS Clouds to

provide internet based service• Ex. HealthMetricSystems

IaaS CSPs

SEO


Short term :-• Open source community• IaaS CSPs• Cloud Integrators

• Industry Experts• Vulnerability assessment,

Threat detection vendors.


Platform Module)• SaaS Application

developers


Secure your data and applications in public cloud

Securely shred data. Avoid vendor lockin.

Key Mgmt Services


Channel


Key Resources


Marketing costs• Price Per encrypted VM per year• Price per encrypted application

instance per year

IP

Personnel


Week 7: Revenue Structure

Price Per VM

Price Per Application

Cloud Service Providers NimbusNinjas

• CSPs charge customers by resources consumed• Nimbus Ninjas: $$ per VM per month

NimbusNinjas

Cloud IntegratorsCloud Service Providers

SaaS providers using IaaS

Enterprises using Cloud Applications

$25 / VM / Month

$XX / VM / Month

$25 / VM / Month

$20 / VM / Month$20 / VM / Month

$XX / Month

$XX / VM / Month

Revenue Map

• Secure your data and applications in public cloud

• Securely shred data in public cloud

• Avoid provider lock-in• Key Mgmt Services• Meet Compliance










Target: HealthCare, Financial and Legal firms

Direct

SaaS provider using IaaS

Target: HealthCare, Financial and Legal SaaS

providers


• Industry Experts• Vulnerability

assessment, Threat detection vendors.


Platform Module)

• SaaS Application developers


• Meet Compliance, HIPAA, PCI-DSS requirements

• Attract security-sensitive customers

• Indemnify against content liability



• Avoid provider lock-in• Key Mgmt Services

• IaaS CSPs

• Cloud Integrators

• SEO

• Intellectual Property• Personnel

• R&D costs• Support costs• Marketing costs



Channel


Key Resources

• Price Per encrypted VM per month• Price per encrypted application instance

per month• Price per managed-key transactions?


Week 8: Public Cloud vs. Private Cloud

Lessons Learned

• ‘Large Enterprises : Public clouds do not make economic sense (yet!) Explore encryption / key management for private clouds

• Interesting use case of our technology : S/W licensing for VMs

vs.



• Avoid provider lock-in• Key Mgmt Services• Meet Compliance

Price Per server encrypted









• Price Per encrypted VM per month• Price per encrypted application

instance per month• Price per managed-key transactions?


Target: HealthCare, Financial and Legal firms

Direct

SaaS provider using IaaS

Target: HealthCare, Financial and Legal SaaS

providers


• Industry Experts• Vulnerability assessment,

Threat detection vendors.

Long term :

• TPM Vendors (Trusted Platform Module)

• SaaS Application developers

• Infrastructure Insurers


• Meet Compliance, HIPAA, PCI-DSS requirements

• Attract security-sensitive customers

• Indemnify against content liability



• Avoid provider lock-in• Key Mgmt Services

• IaaS CSPs

• Cloud Integrators

• SEO

• Intellectual Property• Personnel

• R&D costs• Support costs• Marketing and Sales costs

29 6545


24

34

29

45

4


Channel


Key Resources


Summary of LESSONS LEARNED

• Locate prospective customers: • Conferences are fantastic places to meet prospects

• Stay focused: • Bad idea to address multiple market opportunities at the same

time

• Test hypothesis: • Talking to A LARGE NUMBER of customers is key

• Lean Launchpad:• Getting yelled at by Steve : Not a bad thing !

Education

Nimbus ninjas final 2012 berkeley