UNBRKBLE was engaged by The Princeton Accelerator, Munich RE’s new business development team, to build a new subscription service for small & medium-sized businesses (SMBs) that would help them avoid cyber attacks.

UNBRKBLE worked directly with the lead Entrepreneur-in-Residence, Jody Forehand, to run a stage gate process around the 3 key measures of success: desirability, feasibility, and viability. We called this ‘The Venture Fundamentals.’

We conducted early exploration around the concept by recruiting 10 beta testers (CEOs of SMBs) who helped us prove there was some desirability for the concept. That gave the team enough confidence to build an MVP and invite a small group of SMBs to engage with it.

We used our network of web developers, designers, marketers, and project managers to develop the MVP rapidly. UNBRKBLE also managed the customer service and payment processing on the back end, even to the extent of setting up a separate bank account and legal entity for the fledgling business.

Based on early acquisition efforts, we ran a series of marketing experiments to determine the most effective way to recruit and retain SMBs. Throughout the project, we collaboratively set KPIs and milestones for validation that would trigger a shift to the next project stage.

Ultimately, we determined that while the training product was desirable and feasible to build, SMBs expectations around price meant that it was unlikely to meet Munich RE’s long-term financial objectives.

Project: Cyberly Training
Duration: 12 months+
Process stage: Exploration, Experimentation, Validation