Should I Build It Should I Build It
12 Jul 2025
Security

cybersecurity services for european small businesses. Endpoint ...

...security, managed network

Confidence
Engagement
Net use signal
Net buy signal

Idea type: Swamp

The market has seen several mediocre solutions that nobody loves. Unless you can offer something fundamentally different, you’ll likely struggle to stand out or make money.

Should You Build It?

Don't build it.

Your are here

Entering the cybersecurity services market for European small businesses, you're stepping into a 'Swamp' category. This means there's a history of mediocre solutions that haven't quite resonated with users. With 19 similar products already out there, competition is high, so it's crucial to offer something significantly different to stand out. The engagement for similar products is low, indicated by the average of 3 comments, suggesting it's difficult to grab users' attention in this space. Since the existing solutions haven’t succeeded, a key question is why. Your offering of endpoint security and managed network services needs a unique angle to avoid blending into the background. Focus is key!

Recommendations

  1. Begin by thoroughly researching why existing cybersecurity solutions for European small businesses have failed to gain traction. Understand the pain points and unmet needs of this specific market segment. A lot of solutions end up being too complicated or too expensive for smaller businesses, thus opening up a market for a more specialized and value-based alternative.
  2. Identify a specific niche within the European small business landscape that is particularly underserved. For instance, businesses in a specific industry (e.g., healthcare, retail) or those with unique compliance requirements (e.g., GDPR). Focus your marketing and sales strategies on the selected niche.
  3. Instead of directly competing with existing cybersecurity providers, explore opportunities to build tools or services that complement their offerings. This could involve developing integrations, enhancing existing features, or providing specialized support.
  4. Given the challenges in the core cybersecurity services market, consider looking at adjacent problems that might be more promising. For example, data privacy solutions, cybersecurity awareness training, or incident response planning.
  5. Develop a very granular understanding of the common criticisms of your competitors, i.e. lack of information, non-user friendly dashboard, missing educational resources. You should address these points in your marketing and sales material preemptively to gain a leg up on the existing players. Also, since the space is competitive, prepare to compete with established brands that users may already know.
  6. Since managed security service providers or MSSPs are common alternatives to your solution, you must create a plan for how you can provide similar service at lower price points (through e.g. automation), or provide higher quality service at a similar price point. This is important for your marketing and your product development.
  7. As the user feedback from competing products show, users want easy setup and ease of use, and better security compared to existing VPNs. You need to address these issues in your endpoint security product. Consider creating a landing page early that illustrates these points for potential customers.

Questions

  1. What specific cybersecurity challenges are unique to European small businesses compared to those in other regions, and how will your solution address those unique needs?
  2. Given the existing competition and low engagement in the market, what innovative marketing and sales strategies will you employ to stand out and attract customers?
  3. How will you measure the effectiveness of your cybersecurity services in terms of tangible benefits for small businesses, such as reduced risk of data breaches or improved compliance?

Your are here

Entering the cybersecurity services market for European small businesses, you're stepping into a 'Swamp' category. This means there's a history of mediocre solutions that haven't quite resonated with users. With 19 similar products already out there, competition is high, so it's crucial to offer something significantly different to stand out. The engagement for similar products is low, indicated by the average of 3 comments, suggesting it's difficult to grab users' attention in this space. Since the existing solutions haven’t succeeded, a key question is why. Your offering of endpoint security and managed network services needs a unique angle to avoid blending into the background. Focus is key!

Recommendations

  1. Begin by thoroughly researching why existing cybersecurity solutions for European small businesses have failed to gain traction. Understand the pain points and unmet needs of this specific market segment. A lot of solutions end up being too complicated or too expensive for smaller businesses, thus opening up a market for a more specialized and value-based alternative.
  2. Identify a specific niche within the European small business landscape that is particularly underserved. For instance, businesses in a specific industry (e.g., healthcare, retail) or those with unique compliance requirements (e.g., GDPR). Focus your marketing and sales strategies on the selected niche.
  3. Instead of directly competing with existing cybersecurity providers, explore opportunities to build tools or services that complement their offerings. This could involve developing integrations, enhancing existing features, or providing specialized support.
  4. Given the challenges in the core cybersecurity services market, consider looking at adjacent problems that might be more promising. For example, data privacy solutions, cybersecurity awareness training, or incident response planning.
  5. Develop a very granular understanding of the common criticisms of your competitors, i.e. lack of information, non-user friendly dashboard, missing educational resources. You should address these points in your marketing and sales material preemptively to gain a leg up on the existing players. Also, since the space is competitive, prepare to compete with established brands that users may already know.
  6. Since managed security service providers or MSSPs are common alternatives to your solution, you must create a plan for how you can provide similar service at lower price points (through e.g. automation), or provide higher quality service at a similar price point. This is important for your marketing and your product development.
  7. As the user feedback from competing products show, users want easy setup and ease of use, and better security compared to existing VPNs. You need to address these issues in your endpoint security product. Consider creating a landing page early that illustrates these points for potential customers.

Questions

  1. What specific cybersecurity challenges are unique to European small businesses compared to those in other regions, and how will your solution address those unique needs?
  2. Given the existing competition and low engagement in the market, what innovative marketing and sales strategies will you employ to stand out and attract customers?
  3. How will you measure the effectiveness of your cybersecurity services in terms of tangible benefits for small businesses, such as reduced risk of data breaches or improved compliance?

  • Confidence: High
    • Number of similar products: 19
  • Engagement: Low
    • Average number of comments: 3
  • Net use signal: 5.2%
    • Positive use signal: 5.2%
    • Negative use signal: 0.0%
  • Net buy signal: 0.0%
    • Positive buy signal: 0.0%
    • Negative buy signal: 0.0%

This chart summarizes all the similar products we found for your idea in a single plot.

The x-axis represents the overall feedback each product received. This is calculated from the net use and buy signals that were expressed in the comments. The maximum is +1, which means all comments (across all similar products) were positive, expressed a willingness to use & buy said product. The minimum is -1 and it means the exact opposite.

The y-axis captures the strength of the signal, i.e. how many people commented and how does this rank against other products in this category. The maximum is +1, which means these products were the most liked, upvoted and talked about launches recently. The minimum is 0, meaning zero engagement or feedback was received.

The sizes of the product dots are determined by the relevance to your idea, where 10 is the maximum.

Your idea is the big blueish dot, which should lie somewhere in the polygon defined by these products. It can be off-center because we use custom weighting to summarize these metrics.

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