RiskSense
Gated on Litebooks M6Security awareness training distributed through MSP channel
The Opportunity: Total Addressable Market
TAM (NZ/AU/UK)
$300M+
12.6M SMB employees × $24/seat
SAM (MSP-Served)
$60M
~20% of SMBs use MSPs
SOM (Year 2 Target)
$2.4M
100K seats × $2.00/seat
| Market | SMB Employees | MSP-Served (~20%) | ARR @ $2.00/seat |
|---|---|---|---|
| New Zealand | ~600,000 | ~120,000 | $2.9M |
| Australia | ~4,000,000 | ~800,000 | $19.2M |
| UK | ~8,000,000 | ~1,600,000 | $38.4M |
| Total | ~12,600,000 | ~2,520,000 | $60.5M |
Why $2.00/seat: This is our wholesale price to distributors. MSPs buy at $2.50 (distributor margin) and sell at $6.95 RRP (64% MSP margin). We capture ~29% of final price but scale without direct sales.
Crossing the Chasm: Distribution-First Strategy
Beachhead: NZ via BlueChip
Distribution Model
RiskSense → Distributor → MSP → End Customer
- • BlueChip reaches ~200 NZ MSPs
- • MSPs sell to their existing customer base
- • We never touch the end customer directly
Why distribution-first: Lower CAC, faster geographic scale, recurring support burden on MSP. We build the product; channel does the selling.
Bowling Pin Strategy
1
NZ — BlueChip
Q3 2026: ~200 MSPs, prove model
2
Australia — Dicker Data / Synnex
Q4 2026: ~2,000 MSPs, 10x scale
3
UK — Brigantia / QBS
Q1 2027: ~3,000 MSPs
4
US/Canada — Pax8 / Ingram
Q2 2027: ~15,000 MSPs
Crossing the Chasm Logic: Each distributor is a beachhead. Win NZ completely (prove model with BlueChip), then use success metrics to sign larger distributors. NZ proof → AU credibility → UK scale.
Whole Product: What MSPs Need to Sell
RiskSense Price
$2.00
to Distributor
Distributor Price
$2.50
to MSP (20% margin)
MSP Cost
$2.50
per seat
MSP Sells At
$6.95
64% margin
Why MSPs Care
- ✓ 64% margin — better than most tools they sell
- ✓ Table stakes — cyber insurance now requires training
- ✓ 30-second demo — start trial while on the phone
- ✓ AutoPilot mode — zero effort after setup
Key Differentiator: Speed
| Competitor | Setup Time |
|---|---|
| KnowBe4 | 2-4 weeks |
| usecure | 1-2 weeks |
| Hoxhunt | 2-3 weeks |
| RiskSense | 30 seconds |
The Offer: 30-Second Trial Deployment
Lead OfferEnd Customer Offer
| Dream Outcome | Know your human risk in 24 hours |
| Mechanism | Baseline phishing test + risk report |
| Time to Value | 24 hours to first results |
| Effort | MSP handles everything |
| Risk | 30-day free trial |
MSP Partner Offer
Partner Portal: Deploy unlimited trials, self-service
Free NFR: Your team uses free forever
Sales Kit: Deck, emails, scripts included
Deal Support: We join your first 3 sales calls
Conversion Guarantee:
If trial-to-paid conversion is below 30% after 10 trials, we'll audit your sales process and provide coaching until you hit 30%+.
Founding Partner Program:
First 20 MSPs: $2.50/seat (vs $3.00 standard) locked for 24 months. Priority support. Beta features.
Unit Economics
$2.00
/seat/month to us
15K
Seats to Breakeven
$350K
Y1 Investment
Month 14
Breakeven
Investment Decision (Gated)
Gate Condition: RiskSense investment is contingent on Litebooks Month 6 validation (≥15 firms, ≥25% conversion, <10% churn).
Investment
- Phase 1 (M7-12): $175,000
- Phase 2 (M13-24): $175,000
- Total: $350,000
Pre-Requisites
- BlueChip agreement signed
- Litebooks gate passed
- Founder bandwidth available
Breakeven
- 15,000 seats
- ~30 active MSPs
- Target: Month 14-16
Recommendation: Contingent Approval
Key Assumptions
BlueChip signs distribution agreement by Q3 2026
15% MSP activation within 6 months (~30 MSPs)
Each active MSP deploys to avg 150 seats Y1
Trial-to-paid conversion ≥30%
Monthly seat churn <3%
Key Risks
BlueChip execution: Alternative distributors identified
MSP activation: Founding partner program + sales support
KnowBe4 price drop: Speed remains differentiator
Channel conflict: Clear territory rules in agreements
Tactical Resources
Budget & KPIs
Investment allocation, milestones, kill criteria
BreachScan Playbook
MSP sales playbook, demo scripts, objection handling
Partner Portal Docs
Coming post-launch