1. About Us
Entrust America was established on the belief there is a critical need for a
trustworthy and affordable plan to help every American protect and recover
from the fastest growing crime in America…Identity Theft.
Only one out of ten American’s have any sort of identity protection. The
coverage is inadequate and expensive. The Nation needs a trusted low cost
producer who delivers a plan that covers and recovers from all types of identity
theft. A plan that addresses the problem head on and is affordable to every
family throughout North America. The time is right for Entrust America and the
time is now to enroll ten million consumers.
# ___
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2. 5 West 5th Street @ Madison Ave., Suite 300
Covington, Ky. 41011
TABLE OF CONTENTS
About Us
Overview – The Concept ………..……...……………...…….……… 3
The Company …..…….…………….……………………….…...…… 4
The Problem ………………..……………………………………...….. 5
The Industry …..…….…………….…………………..…….…...…… 6
The Opportunity ……………………………………….………...….. 7
Objectives .......................................................................................... ... 8
The Opportunity and Market Need …………………………..…..... 9
Our Solution ………………...…...................................…………….. 11
Product ……………………...................................………………….. 12
Our Recovery Process ………………...................…...…………….. 16
Business Model & Implementation ……………….…….......…….. 19
Market Size, Growth & Segmentation …………………...……….. 20
Go-To-Market Strategy for Large & Small Businesses……...…… 22
Go-To-Market Strategy for Consumers ……………….………….. 23
Competition, Differentiation, Barriers-To-Entry….……………… 24
Management Team …………………………………………………. 26
Business Partners ………….………………………...........………… 28
Conclusion………….……..........………………….…….………….. 30
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3. Overview
The Concept
ENTRUST AMERICA will be recognized as the most trusted
The source for identity theft recovery and protection in America.
Perfect Storm The Company is set and proceeding toward securing one
million subscribers. The business plan is based on three
The perfect storm is
being fueled by media primary drivers:
reports of high profile
corporate data 1. Police Officer’s nationwide have partnered with
breaches and the ENTRUST AMERICA in building, buying and
devastating effects
consumers suffer marketing the ID Recovery package.
after falling victim to 2. ENTRUST AMERICA brings disruptive pricing to the
identity theft.
marketplace by offering double the coverage for
essentially half the price.
3. ENTRUST AMERICA will reach consumers by
partnering with large Banks, Credit Unions,
Automotive Dealers, Insurance Companies, Groups and
Associations.
Entrust America was established on the belief that there is a
critical need to tell the truth about identity theft and
eliminate the customer confusion that currently exists.
Entrust America will be the beacon for legitimacy and
credibility in an industry that clearly lacks credible market
leadership. The Company believes partnering with law
enforcement officials will establish belief, credibility and
achieve a market leadership position. The product will be
bundled and deployed through trusted and reputable
companies with existing customer relationships for ½ the
cost and twice the value to ensure retention and sustained
profitability.
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4. The Company
The Company is comprised of dedicated founders and a
skilled management team who have track records of
achievement. An active board of directors and advisory
board provide oversight, contribution and continued focus
on the Company’s singular customer acquisition goals. To
date, the founding management team and investors have
invested more than $2.5 million to cover research and
development, test marketing, technology infrastructure,
legal research and vendor integration. Now is the time to
take our enterprise aggressively to the next level through
our sales & product offerings.
The Company has secured agreements to provide ID
Recovery & Protection as an employee benefit with Blue
Chip companies and dozens of police departments and
fraternal order of police lodges. The Company has secured
reseller contracts with employee benefit providers, insurance
providers and several automotive dealerships. Entrust
America has teamed with the nationwide C.O.P.S. (Concerns
of Police Survivors) not-for-profit organization. Each year,
between 140 and 160 officers are killed in the line of duty
and their families and co-workers are left to cope with this
tragic loss. C.O.P.S. provides resources to help them rebuild
their shattered lives. The Company contributes a percentage
of top line revenues to this very worthwhile cause and gains
access to every police department in North America.
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5. The Problem
Every 3 seconds an identity is stolen. According to the FTC
there were over 10 million identities stolen last year making
identity theft the fastest growing crime for the 9th consecutive year.
Over 247 million identities have been compromised through
data breaches from trusted retail stores, banks, credit unions
or data processing centers. ID thieves are ruthless and know
where to go to find personal data and they have created a
rapidly growing black market selling stolen personal
identities in chat rooms and other internet channels.
Identity theft has become the most dominant white collar
crime of the 21st century according to the FBI.
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6. The Industry
The identity theft protection industry is “white hot” and
Entrust America is confident that it has the most
comprehensive and cost efficient solutions that directly
address the problem. With our existing law
enforcement relationships the Company enjoys a
considerable distinct and sustainable advantage. By
leveraging the credibility and efficacy of law
enforcement partnerships Entrust America will achieve
an industry leadership position. The “perfect storm” is
being fueled by media reports of high profile corporate
data breaches and the devastating effects of identity
theft. The costs to corporations and individuals as a
result of data breaches, hacks, and leakage is growing
exponentially. There are 10’s of millions of consumers
who realize the need to protect their identities. We will
reach these consumers by partnering with trusted
entities who already have established customer
relationships. The time is right and the demand is
present for us to execute our business plan.
President George W. Bush started a Presidential task force 4
years ago that acknowledges the depth of this epidemic
according to Alberto Gonzales former United States
Attorney General.
"Identity theft is a crime that goes far beyond the loss of
money or property," Gonzales said in a statement. "It is a
personal invasion, done in secret that can rob innocent men
and women of their good names.” The crime is expanding
annually and poses a real threat to American’s financial and
privacy security.
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7. The Opportunity
The market has been created by Lifelock with their
aggressive marketing and advertising campaign. The big
three credit bureaus along with Lifelock have spent $100
million annually in direct response advertising. By virtue of
their promotional efforts consumer awareness is at an all
time high. The need has been established but the consumer
is confused about who to trust, how much to pay and what
type of coverage is needed. Entrust America believes
identity protection will not be purchased by the masses as a
standalone product. The future delivery of identity theft
products will be through trusted providers with existing
customer relationships. The product will most likely be
bundled with other products or simply be a rider attached to
an insurance policy. The product will be a non-conscious
buying decision and will be renewed annually vs. a separate
monthly bill that shows up on a credit card statement.
Employers have a tremendous stake in offering identity theft
protection due to their liability should an employee fall
victim to identity theft since 51% of all identity thefts occur
in the workplace. About 90% of business record thefts
involve payroll or employment records; only about 10% are
customer lists. The Company has forged relationships with
sizeable and reputable employee benefit providers. A recent
case in Michigan highlights this source of corporate liability.
In the 2005 case of Audrey Bell et al vs. AFSME AFL-CIO
Local 1023, the Michigan Appeals Court affirmed a jury
award of $275,000 to AFSME members who had sued the
union for failing to safeguard its members’ SSNs.
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8. Objectives:
The prospects for ENTRUST AMERICAS’ continued growth
are excellent. Branding, positioning and an aggressive
Public Relations campaign are required to create recognition.
Testimonials from satisfied customers, celebrity
endorsements, professional athletes, law enforcement and
respected political figures are currently in place.
The Company's overall objective is to satisfy market
demands with products that provide integrity, credibility
and honesty, and to maintain a steady growth in sales
volume that will sustain the Company into the future. The
Company believes that proof of principle has been
established and risk has been mitigated. Our management
group has the passion, and expertise to execute the business
plan and to attract needed talent.
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9. The Opportunity and Market Need
A “perfect storm” supporting the need for this business is
being fueled by media reports of high profile corporate data
“Hackers breaches and the devastating effects consumers suffer after
Running Wild?” falling victim to identity theft. The enterprise has created
Data Theft hits the most comprehensive solutions in the marketplace today.
$1 trillion in Our complete solutions coupled with our distinct delivery
2008 systems will exploit this high-growth emerging market.
"Dramatic growth
in the volume of The “go to market” strategy and proprietary delivery
unstructured data systems engaged by the enterprise will ensure efficient
and the requirement
to protect it, creates customer acquisition and stave off any competitor threats
multi-billion dollar from incumbents or newcomers. The customer acquisition
market demand
for solutions"
strategy of value added resellers (VAR) for Entrust America
represent an industry first. By partnering with sales
organizations (VAR’s) that already have a developed and
mature relationship with the industries we are targeting the
enterprise enjoys the ability to scale rapidly without any
significant additional resources required to support growth.
As for the consumer division, it utilizes a unique customer
referral and agency sales program that allows for
exponential growth without the need for extensive
advertising expense or fixed sales force resources. Personally
identifiable information (PII) and sensitive corporate data
are the currency of today's cyber criminals. The explosive
growth of e-commerce and online dependency of consumers
and corporations has created a black market of stolen
electronic identities estimated to reach $1.6 billion by 2010.
According to the FTC, no American is immune to identity
theft. This represents a potential market of 300 million
individuals. The truth is only 5% of American consumers
have ANY form of identity theft protection. This holds true
for Corporate America as well. Millions of corporations
have no proactive data breach resolution program in place to
safeguard the personal data of employees and customers.
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10. ...According to the Ponemon Institute..."Dramatic Growth in
the Volume of Unstructured Data and the Requirement to
Protect and Preserve It Creates Multi-Billion Dollar Market
Demand for Solutions"
The costs to corporations as a result of breaches, hacks and
data loss is growing exponentially. The cost in 2007 was
$55.6 billion, a trend expected to continue until at least 2013
and beyond.
Consumers and corporations are hungering for a real
solution to curb the costs that are spiraling out of control.
Current solutions lack efficacy and fall woefully short. If a
consumer or corporation were to properly protect their data,
they would have to engage numerous disparate solutions
providers, making the protection cost prohibitive.
We have an industry first, “one stop shop” for ID protection
and recovery for both consumers and corporations.
Diligence, persistence and patience allowed us to observe
the shortcomings of “first movers”. To date, competitors
have relied on retail or direct-to-consumer initiatives to
acquire a subscription based customer. Millions of dollars
have been spent on mass media advertising by the Big 3
credit bureaus and venture capital backed companies such
as LifeLock. This expensive customer acquisition strategy
can be exploited through our unique plan and delivery
methods.
Entrust America, Inc. (The Enterprise) is a fully integrated
ID Theft Solutions provider for consumers, small and large
businesses and organizations. The operating enterprise is
poised to capitalize on the public’s growing awareness and
demand for both personal and corporate ID Theft Solutions.
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11. Our Solution
We are confident we have created the most complete
solutions, at the optimal price and sustainable profitability.
Current Current competition is offering inferior products at similar
Competition or higher price points and there is sufficient margin in our
Current competition solutions to maintain market leadership.
is offering partial
solutions with their
inferior products. We have slashed customer acquisition costs through our
leveraged value added reseller approach for businesses and
our customer referral program for consumers. Historically,
the value added reseller and agency approaches have
decreased customer acquisition costs and increased
customer retention rates.
With laser-like focus, our team has identified the strategic
industries where we will experience the greatest R.O.I. Thus
far, our efforts have been localized as we perfect our model.
Our value added resellers are the dominant players in their
respective industries and they participate in our revenue
sharing program to ensure mutual success.
We benefit from the advertising efforts of our competitors as
they have created public awareness and an appetite for
Identity Theft and Data Protection Services. First movers
have also set net present values for cost of customer
acquisition and the lifetime value of each subscriber.
A historical parallel can be drawn with Vonage. Vonage
spent hundreds of millions in direct-to-consumer mass
media to sell voice over Internet Telephony (VOIP). They
educated the masses and “second entrants” to the market
benefited by the Vonage advertising efforts.
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12. Product
The Rush Identity Protection, Privacy & Recovery Package is
how we exceed expectations safeguarding our customers
home, privacy, credit, and identity, our “Redaction” process
removes your personal information off the internet, keeps
you informed of current fraud trends (scams), and uses the
most effective methods of prevention. This is in addition to
a one year “Recovery” policy, just in case you were to fall
victim to identity theft.
Protection and Recovery
Information is the key to prevention. Entrust America will
provide you with the tools to create real protection and
privacy with educational materials; Completed personalized
letters and forms that demand over twenty data vendor
companies to “Opt-Out” of internet data bases. This will
protect your privacy and to lessen your risk of Identity Theft
by first taking your information out of the public’s eye, the
internet.
Don’t be fooled by slick marketing tactics, partial solutions
and fine print exceptions that protect them, not you. Your
Privacy as well as your Identity is at stake. Entrust America
is the most comprehensive prevention and overall identity
theft recovery & protection service on the market. Services
like credit monitoring only catches a fraction of the identity
theft cases and does nothing for prevention. You cannot
prevent identity theft 100%, but you can remove it out of the
greedy hands of identity thieves. Additionally, for those
thefts that still occur, Entrust America provides unmatched
identity restoration services. We provide a compassionate
one-on-one, beginning-to-end, expert “ID Recovery
Specialists” that will do all the hard work for you. We are
confident in our record of Fully Restored Identity; we back
our service with our 100% resolution guarantee. If you
become a victim, we do the hard work for you, until your
identity is restored.
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13. While no company can make a 100% guarantee to prevent
identity theft from occurring as agreed by 37 State Attorney
Generals and the FTC in the recent lawsuit lost LifeLock for
deseptive advertising, Entrust America provides real
protection and privacy by first taking your information out
of the publics’ eye where it can easily be used against you.
Then we follow that up with fully automated professional
restoration services that can promise to identify and fix any
problems that may arise. The recovery process is as quick
and painless as possible to restore your good name and
credit back to pre-theft status, guaranteed.
But don’t take it from us, do the comparison for yourself. We
think our real life Endorsements, Testimonials and lists of
Law Enforcement and Professional Sports Organizations
who use our products says more about us that any slick
marketing or paid endorsement.
Protect Your Privacy and Your Identity.
Don’t make it easy for those would hurt you and your
family?
Redaction & Education — Have you ever “Googled” or
checked White Pages for your name or phone number? You
may have seen all of your personal information available on
the internet, including a map to your home. Our redaction
process will remove the connection between your name and
a map to your house from internet websites that share, sell
and release your personal information. We don’t want
others to look up where you live by running your name.
Did you know there are well over twenty data bases that
share, rent or release your personal information on the
internet? Did you know many of the data bases offer the
ability to “Opt-Out,” but require a written request? To be
proactive in protecting your identity you must remove
personal information from the place where it’s easiest to
obtain, the internet.
Entrust America provides everyone with Child Safety Cards
& an Emergency Preparation Kit to help your family. We
also provide a free Crisis Preparation Kit (CPK) that is used
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14. to record all Non-Public Personal Information (NPPI) as it
pertains to your identifying documents. We recommend,
once this form is completed, you have it sealed and stored
either in a safety deposit box or with your attorney or CPA.
Properly using the CPK allows you to quickly obtain your
NPPI in the event it is needed. This form may also be used to
help in restoring your identity & life in the event of a natural
disaster, fire, flood, break in, lost or stolen purse/ wallet, or
even a death in the family.
100% Identity Restoration – We do the hard work for you,
our customer!
When your identity has been compromised, every minute
counts.
Many victims have spent hundreds of hours repairing their
case of stolen identity, but our service includes identity
recovery services at no extra cost in our Rush Recovery &
Privacy Package. Our guarantee of full-service recovery
protection means we won’t stop until you are no longer held
responsible for any damage caused by the identity thief and
all the work it takes to clear your good name is complete.
The Rush Recovery & Privacy Package from Entrust
America offers you peace of mind whether you’re a long-
term member of our services or a recent victim of Identity
Theft. Our “ID Recovery Specialists” are experts in
providing victims with what they need most; compassionate
one-on-one, beginning-to-end guidance throughout the
entire recovery process.
Our proprietary Rush Identity Recovery software is used to
insure accuracy and to expedite the generation of your
personalized “Rush ID Recovery Documentation™".
Imagine having all the required federal, state and local
documents selected, sorted, completely filled out and
printed in a systematic order with easy to follow instructions
customized just for your specific needs. If you become a
victim of identity theft, you will quickly receive a “Rush ID
Recovery Documentation™" via mail. Once you sign,
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15. notarize, and return it, a recovery specialists assigned to you
will do the rest. No other recovery service does this!
According to the Federal Trade Commission, the recovery
process can take almost 500 hours and as much as $3,000. In
addition, the FTC says that 41% of ID Theft victims are still
dealing with the problem two years later. By using Entrust
America’s automated, Fully Managed Recovery, you
eliminate most of the time and cost associated with ID theft.
Full Recovery — Entrust America provides the only
automated Fully Managed Identity Theft recovery in the
country for any type of identity theft. With the use of our
proprietary Rush ID Recovery Documentation system and
Power of Attorney our Recovery Specialists are able to
gather the necessary information pertaining to the Identity
theft and complete all of the required documents with a click
of a button. Our ID Recovery Kit is then sent to you via
secure overnight service for signatures and notarization.
Once the Rush ID Recovery Documentation is then returned
to Entrust America via the provided return secure overnight
envelope then Entrust America will do the rest. Our average
recovery is completed in 14 days and our victim spends no
more than two hours on their own recovery.*
Follow up — Once you are cleared, you will receive
notification of clearance from the agencies involved. Entrust
America’s Recovery Specialist will continue to follow up
with you throughout the year.
Apprehension — Entrust America goes beyond just clearing
the victim. During our investigation of the Identity Theft the
Recovery Specialist can gather all evidence used during the
Identity Theft including but not limited to: surveillance
videos, documents, receipts, signatures and voice
recordings. This information is gathered and turned over to
the investigating authorities including the FBI, FTC, Secret
Service, State and Local Law Enforcement.
* Estimated timeframe only. Individual results will vary depending on
the state of residence and severity and types of Identity Theft
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16. Our ID Recovery Process
The following are the Phases of a Complete Managed and
Our
Automated Full Identity Restoration . . .
Position
We will establish Identity Recovery Process Phase 1
ourselves as the
premier provider in
the SMB market. Victim calls Entrust America and is assigned an ENTRUST
Virtually any company AMERICA – Rush Identity Recovery Specialist. The
that electronically
handles personal
specialist proceeds with a call with the Victim detailing
information on identity theft covering the following items:
employees or
customers is our
target market.
Consult with victim, and perform Crisis Management if
needed
Identify the identity fraud types
Ascertain nature of fraud
Explain fraud victim’s rights
Educate victim on the recovery process
Input all necessary information into the automated
Rush Identity Recovery Software
Rush Identity Recovery Specialist then proceeds to create all
documentation necessary to move forward on recovery and
starts recovery process accomplishing the following items:
Print the "Rush Recovery Package™" which includes all
necessary documents based on residence of victim,
types of identity theft and number of identity thefts.
"Rush Recovery Package™" also includes Limited
Power of Attorney (LPoA) that allows Entrust America
to act on victims behalf. All documents are completely
filled out and ready for victim’s notarized signature
"Rush Recovery Package™" is sent overnight to victim
via secured overnight service
Initiate fraud alerts with all three credit bureaus
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17. Identity Recovery Process Phase 2
For the Rush Identity Recovery Specialist to proceed on
behalf of the victim as a the legal advocate of the victim,
certain documentation must be completed and sent back to
Entrust America before Rush Identity Recovery Specialist is
fully armed with the legal authority and documentation
needed to proceed on behalf of the victim. These items are
listed below.
Victim receives "Rush Recovery Package™"
Victim follows the detailed instructions to get the LPoA
and other labeled documents notarized.
Victim by law has to have a police report completed in
person
Victim then sends back to Entrust America the listed /
completed documents including the executed LPoA via
the included return overnight envelope
Identity Recovery Process Phase 3
After receiving executed LPoA and returned "Rush Recovery
Package™", the Rush Identity Recovery Specialist then
proceeds with the following items as determined by the
type, theft level and intensity of the identity theft case. In
many cases the type, theft level and intensity of the identity
theft case will increase as case detail unfold warranting
additional action from the initial action taken at opening of
case.
Place all necessary electronic and hard copy fraud alerts
To all three credit bureaus
To Social Security Administration (SSA)
To Federal Trade Commission (FTC)
To US Postal Service (USPS)
To state of residence Attorney General’s Office
Research credit history and verify if fraud includes
items such as:
Public Records – liens, judgments, bankruptcies
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18. Credit Accounts – New and/or Derogatory
Addresses
Prior Employment
Issue fraud alert to and work with affected financial
institutions and credit card companies
Issue fraud victim statements and work with all three
bureaus to restore credit accuracy
Whenever an Identity Fraud Case Warrants
Trace Social Security Number
Notify and work with Department of Motor Vehicles
Notify and work with creditors who have extended
credit due to misuse of victims identifying information
Notify and work with collection agencies of those
creditors
Notify and work with Law Enforcement officials
Recommend licensed attorneys where appropriate
In all cases victim will be updated during recovery process
and case will be actively pursued until identity recovery is
complete. Case will not be closed officially when identity
recovery process is complete, but will be held open for one
year after completion in case new action is warranted.
Another reason for keeping the case open for one year is that
it is a statistical fact that most victims are now at a much
higher risk of their identity being stolen a second time, and
most information relative to the original case will be relevant
to new cases of identity theft as they arise.
Update victim
Continue restoration until complete
***The above steps are accomplished totally by ENTRUST America specialists, all that is
required of the victim is a two hour phone call with a Rush Identity Recovery Specialists
and signing a limited power of attorney (LPoA) to allow the specialist to do their job on
your behalf.***
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19. Business Model & Implementation
We will deliver a new standard of excellence in the industry
Our by challenging the incumbents pricing structure, product
Position efficacy and expensive customer acquisition methods. We
plan to aggressively position ourselves for an exit via
We will establish merger, acquisition or IPO in the next 36-60 months.
ourselves as the
premier provider in
the SMB market. We are no longer considered a start-up since proof of
Virtually any company
concept has been achieved and the majority of research and
that electronically
handles personal development has been completed. Management has
information on obtained a 360 degree view of the marketplace and test
employees or
customers is our marketed a wide number of approaches to the industry. A
target market. definitive, articulated and focused approach will allow a
niche to be exposed and significant market share acquired
over the next 12 months. Our customer acquisition
approach is more cost effective and will provide greater
customer retention due to the relationships in place with our
value added resellers and customer referral programs.
We provide one solution:
1. Individual and Family Identity Protection/Recovery
Solutions
Professional validation and a strong referral base are critical
to our success. Based on our market research and the strong
market demand, we will aggressively market our solutions
in the following six industries, as well as our nationwide
direct to consumer strategy.
1. Automotive
2. Employee Benefits and Insurance Providers
3. Groups and Associations
4. Banks and Credit Unions
5. Medical Providers
6. Educational Institutions
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20. Market Size, Growth & Segmentation
We are poised to acquire market share and meet an unmet
need in the market place. Very few data protection solution
A better providers focus on this market. The majority of their focus is
Way Fortune 500 companies. Through our proprietary
This approach is partnerships and value added reseller network we will
tantamount to a establish ourselves as the premier provider in the SMB
“ready, fire and aim”
approach. Entrust market. Virtually any company that electronically handles
America, Inc. has personal information on employees or customers is our target
studied the size,
market.
scope and magnitude
of the problem
affecting Consumers We have defined the six industries that represent the low
and Corporations and
has steadily worked hanging fruit and will be the most profitable. We have
toward the ultimate begun the deployment on a localized level and secured
solution.
nearly a dozen SMB’s and are aggressively seeking capital to
multiply our efforts.
This shift from traditional methods to VAR’s will continue
steadily beyond Year 5, as more and more marketers awaken
to the technique’s many advantages.
The ultimate market size of 300 Million individuals with our
model would be equivalent to 112 Million households, est.
Thus, 112 Million households x $10 per month
average product price x 12 months = 13.44 Billion
dollar opportunity.
Our market strategy is to present a new paradigm in pricing
that will prove to be disruptive to incumbents and future
competition. We price entire families and households Vs
individuals like our competition. We are capable of doing
this as a result of our ability to slash customer acquisition
costs due to our strategic marketing approach. Our
competitors use mass marketing which is costly. We utilize
value added resellers in which we share only success fees as
business is earned. As well, customer referral’s marketing
will prove to be efficient and effective.
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21. Our approach is broken down into three different verticals.
#1 - RETAIL MARKET:
Market Potential = 112 million households
The Product Price @ $11.95 & $6.95 per month per family
Best Average Product Price = $10.00 per month per family
Securing 1/4th of 1% market penetration = 280,000
Gartner is the world’s
leading information households
technology research 280,000 households x $10 per month average = $2.8 Million
and advisory
company. per month
They agree that just $2.8 Million 12 months = $33.6 Million Gross Revenue
credit monitoring is
not an effective or
comprehensive --------------------------------------------------------------------------
solution. Redaction,
diligence plus # 2 - VALUE ADDED RESELLER NETWORK:
restoration are the
best solution. (Insurance & Employee Benefit Companies, Associations &
Affinity Groups)
Market Potential = 112 million households
Secure 1/4 of 1% = 112 million households
Product Costs @ $4.95, $9.95 per month
-or- $49.95 annual for single membership or $99.95 per year
for entire household
Average Product Price = $7.00
280,000 households x $7.00 = $1.960 million per month
$1.96 million per month x 12 months =$23.52 million per
year
Of the total $13.44 billion market opportunity we feel
very confident that our conservative projections are very
attainable.
We forecast a long range “Total Gross Revenue” of $ 84.96
million based on our conservative market penetration
percentages.
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22. Go-To-Market Strategy for Large & Small
Businesses
We intend to establish ourselves as the niche leader in the SMB
marketplace. This underserved market and the strategic
Partner industries will make us a desirable acquisition for a larger data
Projections protection provider. The main players are singularly focused
Our Auto Dealership
on fortune 500 companies and have no plans to grow the SMB
Vertical Partners organically using strategies and tactics like ours. We have
project they will sell identified half dozen publicly held and traded data protection
an average of 3,000 providers and have gleaned from their annual reports growth
“up sell”
memberships per in the SMB market will be through acquisition.
month after a 12
month ramp up We have contracts in place to date with joint venture partners
period.
who are seasoned and have established credibility in their
respective industries.
Based upon our unique and complete “Red Flags Solution”
customized for the auto industry, we are currently pursuing a
nation-wide effort to target all 20,000 dealerships. Those
dealerships pay us a monthly retainer for $500-$1500 per
month and we will provide recovery for all of their employees
and they in turn resell our service to all vehicles they deliver as
a profitable up sell.
We project we can secure an average of up to 50 new
dealerships per month within 24 months. Every vehicle sold by
the dealers will include a membership for one year, two years
or the life of the loan paid in advance. We can’t help dealers
sell more cars but we can help improve profitability of the cars
they currently sell.
The second vertical market is employee benefits and insurance
providers. We are in the final phase of securing reseller
agreements with several benefit and insurance providers that
represent over 100,000 lives. Monthly gross profits in the
employee benefits market are approximately $1.00-$2.00 per
month per person after commissions, or $12-$24.00 per year.
Benefit consultants believe approximately 10-20% of employees
will purchase our identity theft protection solutions. Using the
100,000 lives represented by the handful of value added
resellers to date; we should see revenues of $50,000 - $100,000
per month within the next 24 months.
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23. Go-To-Market Strategy for Consumers
The strategy for direct to consumer uses the power of person
Customer to person referral without the stigma of multi-level-
marketing (mlm). We can achieve this because unlike
Acquisition
traditional mlm companies who promote inferior products
Our customer at inflated prices, we offer the best product on the market at
acquisition approach
is more cost effective
the lowest price. As a result, we focus on obtaining actual
and will provide customers and not on acquiring paying agents to fuel our
greater customer growth. We are creating an intuitive website that provides
retention due to the
relationships in place all the information a prospective customer will need to make
with our value added a purchase decision. Therefore, all an individual customer
resellers.
needs to do is to refer a friend or a non-profit organization to
the website.
Our initial focus will be on raising money for non-profit
501c3 organizations. We believe the current desperate need
of these organizations for additional funds provides us with
an unprecedented opportunity to obtain significant
customers while also assisting worthy causes.
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24. Competition, Differentiation, Barriers-To-Entry
The enterprise’s competitive advantage is multi-
Head dimensional. We represent a Data and ID protection
Start industry first through our laser focus concentration on the
SMB market. Another aspect is the enterprises’ ability to
We have built an
build a value added reseller network and acquire joint
estimated 18-month
head start in venture marketing partners with the 6 strategic industries
research, we have identified. These established joint venture
development, testing
and know-how. marketing partners are under contract and vested in our
success based on our industry first revenue share plan.
Exclusive contractual
relationships are in
place with joint Another source of competitive advantage is cost-efficiency.
venture marketing The enterprise will never utilize costly undifferentiated mass
partners and cannot
be circumvented. media to acquire a $10 per month subscription. Instead we
will utilize revenue share plans with non-profits, groups
associations and chambers of commerce. Through seminars
and educational platforms we will build credibility in these
communities and give the first month of our consumer ID
theft protection away for free.
Adding to our uniqueness is inherent relationship marketing
through our marketing partners, both VAR’s and
consumers. Retention is the byproduct of these relationships,
and fundamental to the success of any subscription based
business.
Our indirect competition includes companies that use
traditional mass marketing techniques and primarily
individual credit protection. (Lifelock, Free credit
report.com, my fico.com, Identity guard, Affinion, my id
watch.com, trusted id)
When competing with indirect competitors, we will
differentiate on the complete individual and corporate
solution as well as our new pricing paradigm. In essence we
can provide double the coverage for one half the costs
because of our cost-effective distribution system. When
competing with direct competitors, we will differentiate due
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25. to the relationships we have built with marketing partners
and their relationships with the end customer.
We enjoy several barriers to entry. We have built an
estimated 18-month head start in research, development,
testing and know-how. Exclusive contractual relationships
are in place with joint venture marketing partners to date
and we are in a cost position to assure these agreements will
not be abrogated because of more favorable terms from
competitors.
Most importantly, we represent the only fully automated
and fully managed identity theft solutions in America!
.
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26. Management Team
Our management team is comprised of successful
Skill entrepreneurs with proven track records of success. The
Sets team skill sets are in the areas we will need: Sales,
marketing, management, training, public speaking,
The team skill sets
are in the areas we subscription business building retailing and advertising.
will need: Other areas of expertise include business venture formation,
Sales, marketing, superior determination, and exceptional experience key to
management, the success of the enterprise.
training, public
speaking,
subscription business KEN STOLL, Founder, Chairman & CEO has 25 years of
building retailing entrepreneurship, marketing and management experience.
and advertising. Every remarkable business is driven by a powerful vision of
what should be. Mr. Stoll is the man who has nurtured and
developed that vision which evolved into Entrust America – a
financial services company which will make a difference in
America. For a quarter century, Ken has held a soft spot in his
heart for Americans who are looking to better their financial
lives if only they had an ally. Ken founded ENTRUST America
to be that ally.
DICK LAJOIE, Chief Operations Officer, has over thirty
years of experience as a financial and operational executive.
Mr. Lajoie was previously employed with Forte Industries as
the Chief Financial Officer and Chief Operating Officer from
2007 to 2009. Prior to this he was employed by Domin-8
Enterprise Solutions as its Vice President of Finance from 2005
to 2007. Mr. Lajoie served as Chief Financial Officer, Chief
Information Officer and President of the ITD and MSD
Divisions at Belcan Corporation from 1997 to 2005. He held the
Chief Financial Officer position at General Revenue
Corporation from 1996 to 1997. Mr. Lajoie was Vice President
of Finance and Administration for Cad Cam, Inc. from 1995 to
1996. He was Vice President and Corporate Controller of
Structural Dynamics Research Corporation for the period 1987
until 1994. He held various financial and operating positions at
Clopay Corporation from 1977 to 1987. He served as a Senior
Accountant at PMM & Co (now KPMG) from 1972 until 1977.
He currently serves on the boards of Carr Tool Company,
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27. Natural Bridge Technologies, Edunet24 and Impact Player
Partners (a 501(c) 3 Charitable Organization).
BRIAN McLANE, Executive Director of Business
Development, is an entrepreneur with an attitude of thinking big
and a passion toward excellence. As the CEO of AMM GROUP,
INC, Brian has spent the past 8 years as an internet marketing
consultant. Helping to guide both small businesses and billion
dollar companies through the challenges of internet marketing, he
has established himself as a recognized leader in the industry. He
has taken those skills and applied them to developing Entrust
America as a sales leader. "It is all about helping others to be
successful, that's the secret" states McLane.
MATTHEW LaMEY, Co-Founder & Vice President, is a 30
year seasoned & experienced entrepreneur with a passion for
“people helping people”. Mr. LaMey has worked in partnership
with Ken Stoll for over two decades and provides the operational
and systems support which helps make Entrust America
successful. Matt coordinates and manages systems, customer &
partner support and internal systems. Matt has also traveled
around the country as a corporate sales trainer and motivational
speaker. He is the glue behind the scenes who ensures that day to
day corporate systems continue to function seamlessly as
designed.
DAVID CHRISTENSEN, VP of Dealer Development, has
over twenty years of automotive industry experience, more
specifically in the consumer lending area, of which fifteen years
were at the senior and executive management levels. Fifteen years
of his experience was in buying indirect sub-prime and non-prime
automobile installment contracts from over 15,000 franchised and
independent auto dealers across the United States. Prior to joining
the Entrust America team, David worked with Dealer Finance
Corporation, ACC Consumer Finance, Household Auto Finance,
HSBC, and Consumer Portfolio Services.
BOB BERENDSEN, Marketing, Design and Visual
Communications, is a skilled and talented design manager who
is responsible for graphic development and integration of the
Entrust America brand. Bob specializes in corporate identity
design through all visual channels, including the internet,
brochures and all print collaterals. Over the years he has worked
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28. on marketing and design projects with Fortune 500 companies like
Procter & Gamble, Dial Soap and the Wall Street Journal.
Business Partners
We have been privileged to partner with Police Officers and
Credit Departments throughout the USA who use, resell and assist
monitoring in our recovery. It is our goal to offer our protection and
recovery to 900,000 sworn law enforcement officers at a
Overrated
substantial discount. This “sales and marketing approach
“Unfortunately, our will establish our niche and credibility and sustain our
analysis shows that
as currently designed,
competitive advantage.
such services are
often overrated,
oversold, and
overpriced. Fact is,
credit-report
monitoring watches
only one window
through which an ID
thief may escape with
your good name. And
most importantly
does nothing to fix
the damage done by
the identity thief. The
one thing that 37
State Attorney
Generals and the
Chairman of the FTC
agreed upon in the
resent Federal lawsuit
lost by Lifelock was
that Identity Theft
cannot be prevented.
So the only real
protection is Full
Identity Recovery
Services”
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30. Conclusion
There have been many “pseudo” solutions to this problem
presented by companies who have spent millions of dollars
in marketing and advertising. “LifeLock” and other
competitors have used clever campaigns attracting
customers with their partial solution.
This approach is tantamount to a “ready, fire and aim”
approach. Entrust America, Inc. has studied the size, scope
and magnitude of the problem affecting Consumers and
Corporations and has steadily worked toward the ultimate
solution.
We are entering a rapidly emerging and expanding market
space. We will monitor the industry closely. We will stay
one step ahead in terms of our product offerings and pricing
structures, in order to maintain a competitive advantage
For Further Information Contact:
Ken Stoll, Founder & CEO
513-205-6953
ken@entrustamerica.com
.com
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