CYBERGUARD GAMES

The Gamification Platform

Contents
Executive Summary...............................................................................................................................4
Business Overview.............................................................................................................................4
Key Elements of Our Business...........................................................................................................4
Success Factors................................................................................................................................. 4
Financial Highlights............................................................................................................................ 5
Company Overview: Cyber guard Games............................................................................................5
Company description..........................................................................................................................5
Mission Statement.............................................................................................................................. 6
Vision.................................................................................................................................................. 6
Key Objectives................................................................................................................................... 6
Unique Selling Point........................................................................................................................... 6
Market Opportunity.............................................................................................................................7
MARKET ANALYSIS............................................................................................................................. 7
Market Segment................................................................................................................................. 7
Market Needs..................................................................................................................................... 7
Market Trends.................................................................................................................................... 8
Market Growth.................................................................................................................................... 9
INDUSTRIAL ANALYSIS.....................................................................................................................10
Threat of New Entrants.................................................................................................................... 10
Bargaining Power of Suppliers......................................................................................................... 10
Bargaining Power of Buyers.............................................................................................................11
Threat of Substitute Products or Services........................................................................................11
Intensity of Competitive Rivalry........................................................................................................ 11
CUSTOMER ANALYSIS......................................................................................................................12
target customer segments................................................................................................................12
Behavioral traits and preferences of customers...............................................................................12
Customer pain points....................................................................................................................... 12

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COMPETITIVE ANALYSIS..................................................................................................................13
MARKETING PLAN............................................................................................................................. 14
THE COMPANY BRAND................................................................................................................. 14
MARKETING PLAN OBJECTIVES.................................................................................................. 16
MARKETING MIX-7Ps..................................................................................................................... 17
PRODUCTS AND SERVICES..........................................................................................................17
PRICE.............................................................................................................................................. 20
PROMOTION................................................................................................................................... 22
PLACE.............................................................................................................................................. 22
PEOPLE........................................................................................................................................... 22
PHYSICAL EVIDENCE.................................................................................................................... 23
PROCESS........................................................................................................................................ 23
OPERATING PLAN AND STRUCTURE............................................................................................. 24
KEY OPERATIONAL PROCESSES................................................................................................ 24
MILESTONES.................................................................................................................................. 25
FINANCIAL PLAN................................................................................................................................26
EXPENsE BUDGETING...................................................................................................................27
Graphical representation of Cyber guard games expense budgeting..............................................28
KEY FINANCIAL INDICATORS FOR CYBERGUARD GAMES.......................................................28
PROJECTED PROFIT YEARLY...................................................................................................... 29
MANAGEMENT TEAM........................................................................................................................ 29
MANAGEMENT TEAM GAPS..........................................................................................................31
ORGANIZATIONAL STRUCTURE......................................................................................................32

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Executive Summary
Business Overview
CyberGuard Games is a dynamic and innovative company focused on the development of
educational video games that teach individuals and organizations about cybersecurity. In today's
digital age, the importance of safeguarding sensitive information and digital assets has never been
greater. CyberGuard Games seeks to address this critical need by bridging the gap between
cybersecurity education and entertainment. Our unique, gamified approach to cybersecurity training
provides engaging, immersive experiences for users of all levels, from novices to experts.

Key Elements of Our Business

Innovative Approach: We utilize cutting-edge gamification techniques to make complex cybersecurity
concepts accessible, engaging, and enjoyable.
Diverse Product Range: Our portfolio includes a variety of games and simulations that cover different
aspects of cybersecurity, creating an adaptable learning experience.
Professional Expertise: Our team comprises cybersecurity experts and game developers, ensuring
the highest quality content and user experiences.
Broad Market Potential: Cybersecurity is a universal concern, making our products relevant for
individuals, educational institutions, businesses, and government agencies.

Success Factors
The success of CyberGuard Games hinges on several crucial factors:
High Demand: The increasing frequency and severity of cyber threats underscore the growing need
for cybersecurity education.
Engaging Content: Our games combine education and entertainment, fostering greater user retention
and knowledge retention.
Strong Partnerships: Collaborations with educational institutions, corporations, and cybersecurity
organizations will enhance our reach and impact.
Scalability: The adaptable nature of our products allows us to expand into various market segments
and regions.
Cybersecurity Expertise: We maintain a continuous pulse on the evolving cybersecurity landscape,
ensuring our content remains current and effective.

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Financial Highlights
CyberGuard Games is poised for financial growth and success:
Revenue Projection: Our revenue is projected to grow steadily, with conservative estimates indicating
a profitable business model within the first year.
Cost Efficiency: Our efficient development processes and minimal overhead costs result in strong
profit margins.
Investor Attraction: The high-demand cybersecurity sector coupled with our innovative approach
makes us an attractive prospect for potential investors.
Market Potential: The vast and growing market for cybersecurity education offers ample room for
expansion and revenue generation.
Sustainable Growth: With strategic partnerships, targeted marketing, and continuous product
improvement, we aim for sustainable long-term growth.

CyberGuard Games is committed to revolutionizing the way individuals and organizations learn about
cybersecurity. By combining education and entertainment, we aim to create a safer digital world,
empowering users to protect themselves and their assets effectively. Our innovative approach,
commitment to quality, and the expanding demand for cybersecurity education positions us for a
bright and successful future.

Company Overview: Cyber guard Games

Company description
CyberGuard Games, headquartered in Blantyre, Limbe, Malawi, operates as a corporation and
serves as a pioneering cybersecurity education company. Our core mission is to render cybersecurity
accessible and engaging for individuals of all ages and backgrounds through the transformative
potential of gaming. We are committed to ensuring that the process of learning about cybersecurity is
not only informative but also enjoyable. Our unique approach harmonizes the thrill of gaming with
essential cybersecurity knowledge, forging a path towards a safer digital world.

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Mission Statement
At Cyber Guard Games, our mission is to empower individuals and organizations with the
knowledge and skills necessary to protect themselves in the digital world. We aim to
revolutionize cybersecurity education by combining cutting-edge technology with the
excitement of gaming, making cybersecurity accessible to all.

Vision
We envision a future where cybersecurity is not just a necessity but a skill that everyone
can acquire effortlessly. CyberGuard Games seeks to be a global leader in the field of
cybersecurity education through interactive gaming, ensuring that individuals and
organizations are well-prepared to defend against cyber threats.

Key Objectives
1. Develop a diverse portfolio of interactive cybersecurity games that cater to various
skill levels and age groups.
2. Provide a platform that enables continuous learning and improvement in the field of
cybersecurity.
3. Foster a community of cybersecurity enthusiasts and experts who can learn, share,
and collaborate.
4. Collaborate with educational institutions and organizations to integrate our games into
their cybersecurity training programs.
5. Stay at the forefront of cybersecurity trends and technologies to deliver the most
relevant and up-to-date content.

Unique Selling Point

CyberGuard Games stands out in the cybersecurity education market by offering:

1. Gamified Learning: We leverage the power of interactive gaming to create

immersive and enjoyable learning.
2. Accessibility: Our games are designed to be accessible to individuals with varying
levels of cybersecurity knowledge.

3. Real-World Scenarios: We simulate real-world cyber threats, enabling learners to

apply their knowledge in practical situations.

4. Continuous Improvement: We provide a platform for ongoing learning, allowing

users to stay updated on the latest cybersecurity threats and solutions.

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Market Opportunity
The need for cybersecurity knowledge has never been greater, with cyber threats
becoming increasingly sophisticated. CyberGuard Games operates in a market where
businesses, educational institutions, and individuals seek effective and engaging ways to
enhance their cybersecurity awareness and skills.
The company will generate revenue by use of a subscription scheme for the games, by
hosting multiple competitions and seminars throughout each year about cybersecurity
and by offering consultation services to businesses trying to assess or improve their
cybersecurity posture.

MARKET ANALYSIS

Market Segment
The market segment of online cybersecurity education has witnessed remarkable growth
in recent years. As individuals and organizations recognize the critical importance of
cybersecurity, this segment caters to a diverse audience. It encompasses professionals
seeking to enhance their skills, IT personnel aiming to become experts in cybersecurity,
and businesses eager to educate their employees on best security practices. The
segment also addresses the needs of students pursuing careers in cybersecurity and
those who simply want to bolster their digital safety awareness. With the flexibility of
online learning, a wide range of courses, from basic security principles to advanced
threat detection, can be tailored to meet the unique learning requirements of each sub-
group within this rapidly expanding market segment.

Market Needs
In the cybersecurity industry, the market needs are driven by an ever-expanding threat
landscape and the increasing digitization of our lives. Organizations and individuals alike
require robust protection against a myriad of cyber threats, including malware, phishing,
ransomware, and data breaches. Compliance and regulatory requirements, such as
GDPR or industry-specific mandates, necessitate sophisticated security solutions. As
cloud and IoT technologies continue to grow, so does the demand for solutions that
secure data and devices in these environments.
Cyber Guard games meets the critical needs of enhancing cybersecurity awareness,
skills, and behavior while making training engaging and effective. It contributes to a
security-conscious workforce, which is essential in today's increasingly digital and
interconnected world. The following are the needs that Cyber Guard games plans to
meet and service

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  Cost-Effective Training: Cyber guard games provide a cost-effective way to provide
ongoing, scalable training to a large number of employees. It reduces the need for
costly in-person training sessions and can be accessible to remote workers.
 Adaptation to Changing Threats: The cybersecurity landscape is dynamic, with new
threats emerging regularly. Cyber Guard games allows organizations to quickly
adapt their training materials and scenarios to address evolving threats, keeping
employees up to date with the latest risks
 Realistic Simulations: Cyber Guard games allow for the creation of realistic and
immersive simulations of cyber threats, such as phishing attacks, malware
infections, and social engineering tactics. Users can practice responding to these
threats without putting real systems or data at risk.
 Training and Awareness: Cyber Guard games helps address the need for effective
training and awareness programs. It educates employees and users about
cybersecurity best practices, threats, and how to respond to them. It turns
otherwise dry and complex cybersecurity topics into engaging and memorable
experiences.
 Skill Development: CyberGuard games provide a platform for individuals to
develop and hone their cybersecurity skills. It offers hands-on practice and
simulations of real-world cyber threats, helping employees and cybersecurity
professionals become more proficient in identifying and mitigating risks

Market Trends
The Cybersecurity landscape is in a constant state of evolution, marked by emerging
threats, rapidly advancing technologies, and changing user behaviors. These factors
directly affect our cybersecurity gamification plan as they all point to a need for better
cybersecurity education and understanding. Below are some of the major trends going
on in the industry.
 The frequency and sophistication of cyberattacks are on the rise, affecting
organizations of all sizes and sectors. High-profile data breaches and ransomware
attacks have heightened security concerns. This trend underscores the critical
need for effective cybersecurity training and awareness programs, positioning
cybersecurity gamification as a proactive solution to address these threats.
 Cybersecurity experts are recognizing that human error is a significant factor in
security breaches. Consequently, there is a growing focus on human-centric
security solutions, including user education and behavior modification.
Cybersecurity gamification aligns perfectly with this trend, offering engaging and
interactive training that targets human behavior and decision-making in the
context of cyber threats.
 The accelerated adoption of remote work, cloud technologies, and digital
transformation initiatives in the wake of the COVID-19 pandemic has expanded the
attack surface and increased the need for robust cybersecurity measures. Our
cybersecurity gamification solutions are well-suited for remote and distributed

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 workforces, providing flexible, accessible training experiences that support the
evolving digital landscape.
 Ethical hacking and capture the flag (CTF) challenges are growing in popularity
among cybersecurity professionals and organizations for skills development and
threat testing. Our gamified training platform can incorporate realistic ethical
hacking and threat simulation scenarios, catering to the needs of cybersecurity
professionals and aspiring ethical hackers
These trends all point to the need for better understanding and knowledge in the
cybersecurity industry. The cybersecurity gamification industry is therefore poised for
significant growth, driven by the ever-increasing cybersecurity challenges faced by
organizations worldwide. Our business plan is strategically aligned with these market
trends, positioning us to deliver innovative, effective, and adaptable solutions to meet
the evolving needs of our clients in this dynamic landscape.

Market Growth
The Cybersecurity gamification industry is experiencing robust and sustained growth,
driven by a confluence of factors that underscore its increasing importance within the
broader cybersecurity landscape. According to a report by Grand View Research, the
global cybersecurity market size was estimated at USD 202.72 billion in 2022 and is
projected to grow at a compound annual growth rate (CAGR) of 12.3% from 2023 to
2030. Another report by Fortune Business Insights states that the global cybersecurity
market size was valued at USD 153.65 billion in 2022 and is projected to grow to USD
424.97 billion in 2030, exhibiting a CAGR of 13.8% during the forecast period2.
 The global cybersecurity market has been expanding rapidly, driven by the
escalating frequency and sophistication of cyber threats. Organizations are
increasing their cybersecurity budgets and investments in training and awareness
programs. As a niche within this expanding sector, the cybersecurity gamification
industry is poised to benefit from heightened demand for innovative training
solutions. The market is projected to grow at a compound annual growth rate
(CAGR) well above the average for the broader cybersecurity industry.
 Gamification is transcending traditional boundaries, finding applications in various
industries beyond technology and IT. Healthcare, finance, government, and
manufacturing sectors are increasingly integrating gamified cybersecurity training
into their operations. This diversification of clientele presents significant growth
opportunities for our business, enabling us to tap into a broader customer base
and expand our market share.
 Traditional, one-time cybersecurity training sessions are being replaced by
continuous learning models. Businesses are adopting micro learning and ongoing
training programs to ensure that employees stay updated on the latest threats.
Our gamified training modules align seamlessly with the trend toward continuous
learning, offering engaging, bite-sized content that encourages employees to

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 regularly refresh their cybersecurity knowledge and skills. Our gamified training
modules align seamlessly with the trend toward continuous learning, offering
engaging, bite-sized content that encourages employees to regularly refresh their
cybersecurity knowledge and skills.

INDUSTRIAL ANALYSIS
Threat of New Entrants
The threat of new entrants in the cybersecurity education through games industry is
relatively moderate. While the industry presents growth opportunities, barriers to entry
include:
1. Expertise Requirement: Developing engaging and interactive cybersecurity games
demands specialized knowledge, creating a barrier for new entrants without the requisite
expertise.
2. Content Development Costs: Creating high-quality games requires significant
investment in content development, design, and technology, limiting entry for those with
budget constraints.
3. Established Competitors: Presence of established players in the cybersecurity
education sector may hinder new entrants in gaining recognition and market share.
4. Technology Integration: Incorporating cutting-edge technologies for interactive
learning experiences can be complex and requires substantial investment.

Overall, the threat of new entrants is moderated by the industry's technical demands
and the presence of established players.

Bargaining Power of Suppliers

In the cybersecurity education through games industry, suppliers provide technology,
content creation tools, and possibly educational expertise. The bargaining power of
suppliers is moderate:
1. Technology Suppliers: Suppliers of gaming technology may have moderate bargaining
power, but competition among suppliers helps balance this power.
2. Content Creation Tools: Suppliers of tools for creating interactive content may have
some bargaining power, but alternative tools and competition play a role.

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3. Educational Expertise: Suppliers offering educational expertise for cybersecurity
content may have moderate bargaining power.

While suppliers have some power, the competitive landscape and availability of
alternative suppliers help mitigate this.

Bargaining Power of Buyers

The bargaining power of buyers, including educational institutions and individuals
interested in cybersecurity education through games, varies:
1. Educational Institutions: Institutions may have significant bargaining power, especially
if they are purchasing in bulk for educational purposes.
2. Individual Consumers: Individual consumers have moderate bargaining power,
expecting competitive pricing and engaging content.
3. Corporate Clients: Corporate clients seeking cybersecurity training for employees may
negotiate based on the volume of licenses or services required.

The bargaining power of buyers is moderate, influenced by the type of customer and the
scale of their requirements.

Threat of Substitute Products or Services

The threat of substitutes for cybersecurity education through games is relatively low.
While traditional educational methods exist, the unique engagement and interactivity
offered by games create a distinctive value proposition difficult to replicate.

The industry's focus on innovative and interactive learning experiences minimizes the
attractiveness of substitutes.

Intensity of Competitive Rivalry

The intensity of competitive rivalry in the cybersecurity education through games
industry is high:
1. Content Innovation: Ongoing innovation in game content is essential to stay
competitive.

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2. Global Presence: Companies may expand globally to reach diverse markets and
enhance accessibility.
3. Educational Features: Competitive factors include features like advanced
cybersecurity concepts, interactive learning methodologies, and adaptability to evolving
threats.

Cyber Guard Games' competitive advantage lies in its commitment to making

cybersecurity education accessible, enjoyable, and effective through dynamic and
innovative game experiences

CUSTOMER ANALYSIS
target customer segments
 Large corporate organization who wants to train their employees
 Small and Medium enterprises that want to train employees on cyber security
 Students in schools that are pursuing cyber security
 Cyber security experts who want to broaden their knowledge and enhance their
skills

Behavioral traits and preferences of customers

 Preference for Remote Access: In an era characterized by remote work and
distributed teams, customers prefer cybersecurity gamification solutions that are
easily accessible from anywhere.
 Engaging and Interactive Content: Customers seek training content that is
engaging, interactive, and memorable. They understand that traditional, lecture-
style training is less effective in retaining knowledge. Gamification elements, such
as quizzes, challenges, simulations, and rewards, are highly appealing, as they
make training more enjoyable and immersive.
 Cost-Effective Solutions: small enterprises are budget-sensitive and prefer cost-
effective cybersecurity gamification solutions that offer essential training without
straining their financial resources.
 Customization and Scalability: Organizations require tailored training solutions that
can adapt to their specific needs and grow with them. CyberGuard Game offers
customization options and scalable training packages to meet diverse
organizational requirements.
 Effective Cybersecurity Education: Customers prioritize content that is up-to-date
and relevant to current cyber threats and best practices. CyberGuard Game offers

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 regularly updated modules and content, ensuring learners receive the most
current cybersecurity knowledge.

Customer pain points

 Cyber threats: All customers, irrespective of their size or industry, face the
constant sand evolving threat of cyberattacks. From phishing attempts and
ransomware to social engineering tactics. Customers need to stay ahead of these
threats and ensure that their employees are well-prepared to recognize and
respond to them.
 Employee Awareness and human error: Ensuring that employees are well-informed
and vigilant regarding cybersecurity threats is a universal challenge. Human error
remains a significant factor in security breaches. Even with robust technical
defenses in place, employees can inadvertently compromise security through
actions such as clicking on malicious links or sharing sensitive information.
 High prices: Many individuals, small businesses and even larger organizations face
budget constraints when it comes to cybersecurity. Allocating resources for
comprehensive training programs and formal education can be challenging.

COMPETITIVE ANALYSIS
Main competitors
The cybersecurity gamification industry is characterized by a dynamic and competitive landscape,
with several prominent players vying for market share. CyberGuard Games is faced by competition
from both local and international players. The key Competitors include;
1. International players
 Cybeready: is an Israeli-based cybersecurity company that specializes in providing cybersecurity awareness
training solutions, particularly focused on addressing the human element of cybersecurity threats. The company
offers gamified training modules designed to enhance employees' ability to recognize and respond to phishing
attacks and other cybersecurity threats.
 Circadence: cybersecurity company specializing in providing training and educational solutions for cybersecurity
professionals and organizations. The company is known for its innovative approach to cybersecurity training,
particularly through the use of gamification and immersive learning experiences.

2. Local players

 The Knowledge Academy: Malawian based cyber security training company that offers a
Certified Cyber Security Professional (CCS-PRO) course. This course teaches how to avoid

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 and protect against cyber security threats, and it is delivered by world-class training instructors
in luxury venues.
 Technology ETC Consultancy: Malawian based consultation company that provides training in
cyber security services, consultation services and cybersecurity training.

Competitive Advantage
CyberGuard games has several advantages that will allow us to grow our business and build a strong and loyal customer
base while standing out from our competitors.

 We will provide training content and user interfaces in local languages that will enhance accessibility and
engagement.
 We will offer cost-effective gamification solutions that cater to the budget constraints of individuals, local Small
Enterprises and organizations.
 We will tailor our gamification solutions to address main cybersecurity challenges faced in Malawi as well as on
the international scene.
 Demonstrated impact; we will showcase the effectiveness of our gamification modules by providing case studies
and success stories from clients in Malawi.
 We will collaborate with local educational institutions to offer cybersecurity training programs that can be
integrated into their curricula.
 We will offer free demo versions of our gamification module so that potential customers can experience the
value of our service before committing

MARKETING PLAN
THE COMPANY BRAND
Brand Identity
The Cyber Guard Game brand embodies the fusion of gaming and cybersecurity
education. Our brand identity emphasizes innovation, entertainment, and learning. It
represents a bridge between the gaming world and the world of online security, catering
to tech enthusiasts, gamers, and educational institutions alike.
Brand Message
The company is committed to providing an engaging and educational gaming experience
that enhances players' understanding of cybersecurity concepts while delivering
entertainment.

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Brand Awareness
The company will utilize online channels, social media, content marketing, and
partnerships to promote the Cyber Guard Game brand and consistent branding across all
touchpoints will reinforce our identity.

Brand Values
The company brand values are rooted in transparency, innovation, and community
engagement. The company will do value player feedback, prioritize security, and aim to
contribute positively to the world of online gaming and cybersecurity.
Marketing & Sales Strategy for CyberGuard Games
To ensure the company’s continued growth and success, it is imperative that we have a
comprehensive marketing and sales strategy that will not only focus on attracting new customers but
also retaining existing ones. Below are the strategies we will use to introduce, engage, and convert
prospects into paying customers.
a. Understanding target Audience: Understanding the target audience is vital to our marketing
and sales efforts as it can enable us to create gamified solutions that are tailored to their
preferences, interests and behaviors which would help us build long-term customer
relationships. Our primary audience consists of individuals, educational institutions, and
businesses interested in learning or teaching cybersecurity in an interactive and enjoyable
manner.
b. Customer Acquisition strategies: customer acquisition is a process of gaining new customers.
Customer acquisition strategies aim to identify, attract, and convert potential prospects into
paying customers, these strategies include;
 Online Presence: we will establish a robust online presence through a website, optimize
it for search engines (SEO) to ensure it appears in relevant search results. We will also
maintain a blog to publish high-quality, informative, and valuable cybersecurity insights
and updates.
 Social Media Marketing: we will utilize social media platforms like Facebook, Twitter,
LinkedIn, and Instagram to engage with our audience and regularly post insights to
cybersecurity awareness, success stories, and updates to our gamified solutions. We
will also utilize social media platforms to run targeted ad campaigns to reach potential
customers.
 Content Marketing: we will create high-quality content such as videos, articles, and
infographics related to cybersecurity gamified solutions and share them through various
online channels, including social media and email newsletters.

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  Partnerships: we will collaborate with educational institutions, cybersecurity
organizations, and technology companies to promote our gamified solutions.
Partnerships will help us tap into the customer base and use resources of other
businesses to expand our reach and acquire clients.
 Email Marketing: Develop a mailing list to keep existing and potential customers
informed about new game releases, updates, and promotions. This will help us to build
relationships with potential clients, nurture leads, and convert them into paying
customers.
c. Customer Engagement: this is the ongoing interaction between a business and its customers,
it focuses on building strong, long-term relationships with customers by fostering interactions,
trust, and brand loyalty. Below are some of the ways we will engage our customers.
 Community Building: we will create an online forum to foster a sense of community
among customers, where they can interact, share their experiences, discuss
cybersecurity topics and support each other.
 Interactivity: we will create opportunities for customers to actively participate in activities
such as gamified challenges, surveys, or discussions. This will encourage user
engagement.
 Feedback: gathering and acting upon customer feedback by continuously improving and
updating our games based on the gathered user feedback. We will also notify
customers of these updates and encourage them to try out new features and give more
feedback.
d. Conversion Strategies: these are techniques and approaches used in marketing and sales to
encourage potential customers to take specific actions that leads to a desired outcome. Below
are those techniques that we will use.
 Free trials and Demos: we will Offer free versions or trials of our games with limited
content and features, enticing users to upgrade to premium versions for a fee. This will
allow potential customers to experience our service before committing.
 Discounts and Promotions: we will periodically run special promotions or discounts to
motivate users to make a purchase. For example, we can offer discounts during
Cybersecurity Awareness Month or major holidays.
 Referral Programs: we will develop a referral program that rewards existing customers
for referring new customers to our games. This can be done through discounts,
exclusive content, or in-game rewards.
 Excellent Customer Support: we will ensure the provision of exceptional customer
support to address inquiries, resolve issues, and ensure a positive customer
experience. When customers receive exceptional support, they are more likely to make
purchases, stay loyal, and recommend us to other people.

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The success of CyberGuard Games relies on an effective marketing and sales strategy that combines
customer acquisition, engagement, and conversion. By identifying our target audience, building an
online presence, and actively engaging with our community, we aim to convert prospects into paying
customers while retaining their loyalty. As the cybersecurity landscape evolves, our games will adapt,
ensuring that our customers always have access to the latest knowledge and skills

MARKETING PLAN OBJECTIVES

1. Introducing New Products
The company plans to continuously develop and deploy new games that cater for
different and everchanging cyber threats.
2. Extending the Market Reach
Apart from operating locally in Malawi the company plans to also operate and
compete at an international level. It also plans to extend its products to various
sectors, not only those directly involved in cybersecurity.
3. Boosting Sales
The company will then Implement promotional campaigns during key seasons,
holidays, and special events to drive increased game sales and revenue.
4. Creating Long-Term Partnerships with Clients
The company will develop and nurture strong, long-lasting relationships with players
by actively engaging with the gaming community, providing excellent customer
support, and offering loyalty programs.
5. increasing Prices without Affecting Sales
The company will make sure to gradually raise prices for premium editions as
additional valuable in-game content and maximizing revenue while maintaining a
strong player base.
The company will be conducting thorough market research to understand our target
audience, competitors, and market trends, with an aim of identifying the pricing
strategies of our
competitors and assess customer expectations

MARKETING MIX-7Ps
PRODUCTS AND SERVICES
CyberGaurd games plans to generate revenue in a number of ways including a
subscription scheme for the games, hosting of competitions were individuals or groups

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will sign up for a fee to participate and stand a chance to win rewards and consultation
services for companies looking to assess or enhance their cybersecurity operations.

A. Games
The games are carefully designed to bridge the gap between entertainment and
education, making cybersecurity concepts, best practices, and strategies easily
digestible for users of all backgrounds and expertise levels. CyberGuard Games' product
range boasts a diverse assortment of immersive games and simulations, each with its
own unique storyline and challenges. These products tackle various aspects of
cybersecurity, from threat detection and risk management to data protection and ethical
hacking.
Below is a list of the starting lineup of games we plan to develop, the games below have
difficulty settings ranging from easy to expert levels for individuals at different expertise
levels.

1. Hackers vs. Defenders: This multiplayer online game lets players take on the roles of
hackers or defenders. Hackers attempt to breach a network's security, while defenders work
together to protect it. Players learn about common attack techniques and defense strategies in
real-time.

2. Escape the Cyber Maze: A puzzle-solving adventure game where players navigate a virtual
world filled with cybersecurity challenges. To advance, they must solve puzzles related to
encryption,
password cracking, and malware detection.

3. Cybersecurity Tower Defense: A tower defense-style game where players defend their
digital assets from waves of cyber threats. Players must strategically deploy security measures
like firewalls, intrusion detection systems, and antivirus software to protect their network.

4. Phishing Awareness Adventure: In this game, players assume the role of an employee
receiving emails. The goal is to identify phishing attempts among a sea of legitimate and
suspicious emails. It teaches users how to recognize phishing attempts in a realistic
environment.

5. Crypto Puzzle Challenge: A game that teaches cryptographic concepts. Players solve
puzzles and riddles that involve encryption and decryption techniques. As they progress, they
learn about the importance of encryption in cybersecurity.

6. Social Engineering Simulator: Players take on the role of an employee in a virtual office.
They encounter various social engineering attempts, such as tailgating or pretexting. The goal
is to make the right decisions to thwart social engineering attacks.

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 7. Incident Response Simulation: This game puts players in the shoes of a cybersecurity
incident response team. They must investigate and respond to simulated cyber incidents,
making decisions on containment, mitigation, and reporting.

8. Secure Coding Challenge: Aimed at developers, this game focuses on teaching secure
coding practices. Players write code to solve challenges while avoiding common security
vulnerabilities. The game provides immediate feedback on code quality and security.

9. Cybersecurity Quiz Show: A game show-style quiz that tests players' cybersecurity
knowledge. It covers a wide range of topics, from basic security principles to the latest threats
and best practices. Multiplayer options allow players to compete against each other.

10. Capture the Flag (CTF) Competition: Organize virtual Capture the Flag competitions where
participants must solve cybersecurity challenges to find hidden "flags." Challenges can include
reverse engineering, web application vulnerabilities, and network analysis.

11. Augmented Reality Cybersecurity: Using AR technology, players can explore their physical
surroundings while identifying cybersecurity risks. For example, they might use their mobile
device to scan QR codes, discovering hidden vulnerabilities.

12. Cybersecurity Trading Card Game: Similar to collectible card games, players collect cards
representing cybersecurity concepts, tools, and threats. They then use these cards to engage
in strategic battles that mirror real-world cybersecurity scenarios.

13. Word games: These include normal word games such as wordle, scabble, crossword
puzzle games tailored with cybersecurity terms to help enhance the players vocabulary in
relation to cybersecurity.

These game ideas can be tailored to different audiences and skill levels, from beginners to
cybersecurity professionals, making learning about cybersecurity engaging and memorable.

b. Competitions and seminars

After the games the company will also host various competitions throughout each year. The
competitions will comprise of different challenges and games where individuals and teams from
various sectors such as schools, companies or independent will sign up to compete with one another
for a chance to win cash rewards and other prizes. The company will also host seminars where
various trends and information in the field of cybersecurity as well as games will be discussed.
Experts in the fields will also be invited to attend these and share their knowledge.

c. Consultation

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CyberGaurd games will offer consultation services to organizations and businesses wishing to simply
assess their cybersecurity posture.

Value Delivery:
 A chance to build connections, CyberGaurd games will provide customers with a
chance to build connections with other individuals or groups in the field through
the events hosted as well as the nature of the games that will team all kinds of
people together when playing and completing the challenges.
 The products will empower users to enhance their cybersecurity knowledge and
skills, making them better equipped to defend against cyber threats.
 Practical, real-world examples and simulations will help users apply what they
learn to their specific needs.
 Continuous updates and expert content ensure that users stay informed about the
latest threats and best practices.

PRICE
Pricing Strategy:
The Company's pricing model includes flexible subscription plans and this has been
chosen to attract customers by offering affordable and flexible prices to cater to various
budgets so that each and every individual or group should be able to access all the
services. We plan to divide our products into packages including standard, premium and
Business packages. There will however be some games that we provide for free so that
customers can see the value of our products and remove any doubts they may have
about purchasing our packages.

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PROMOTION
Promotion Strategies
The company plans to implement the following promotion strategies:
 Online Marketing: Utilize various online channels, including social media, search
engine advertising, and content marketing, to reach the target audience.
 Collaborations: Partner with cybersecurity influencers and experts to increase
brand visibility.
 User Testimonials: Showcase user success stories and testimonials to build trust.
 Email Marketing: Implement email campaigns to engage and educate users.
 Affiliate Marketing: Collaborate with affiliate partners to expand reach.
Promotional activities will raise awareness of the Company's offerings and emphasize
their benefits. Content marketing will provide valuable cybersecurity insights,
establishing the company as a trusted resource. Collaborations with experts and
influencers will enhance credibility and attract a wider audience.

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PLACE
Distribution Strategy
 Company's platform is accessible online, ensuring easy availability to users
worldwide.
 The platform is responsive, providing an optimal experience on various devices,
including desktops and laptops.
 On premise for consultation for services, Company is situated in Blantyre near
MUBAS Compass, in Lilongwe opposite cross roads Hotel along Mchinji road and in
Mzuzu it is situated opposite Mzuzu University.
 There is also a website where different people sign up to access the Company’s
services.
 Company’s Facebook page which provides a link to the services being provided by
the firm.
Accessibility ensures that users can access educative games and consultation services
from anywhere, at any time. Responsive design guarantees a seamless learning
experience, contributing to user satisfaction.

PEOPLE
Cybersecurity Experts
The company will have experienced professionals in the field of cybersecurity ensure the
accuracy and relevance of the provided content. They will also be responsible for
managing the online security of the company’s assets.
Game Designers
Creative game designers that can craft immersive and engaging learning experiences
Software Developers
These are skilled developers that are responsible for actually developing the games to
be provided.
Customer Support specialists
A dedicated customer support team will be available to assist users with queries,
technical issues, and guidance.
Support staff will be trained to address cybersecurity-related concerns and provide
timely assistance.
Value Delivery

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•Customer support ensures a positive user experience, helping users navigate the
platform effectively.
•Cybersecurity-trained support staff instill confidence in users, reinforcing the
importance of the content.

PHYSICAL EVIDENCE
Free Trials
The company will provide free trials for individuals to be able to play the games for a
specified period of time to remove any doubts that they may possess about the games
and for them to be assured that our products are right for them.
The website itself will also be designed in a manner that will show the customers how
serious the company is about online security by containing various security measures so
that our games are protected from piracy and any other negative scenarios.

PROCESS
User Journey
Users will have a straightforward onboarding process, including registration and
subscription selection.
Learning modules will be organized logically, guiding users through their cybersecurity
education journey.
Progress tracking and user feedback mechanisms will be incorporated to enhance the
learning process continually.
Quality Assurance: this one will offer rigorous testing and validation procedures to
maintain the platform's reliability

OPERATING PLAN AND STRUCTURE

CyberGuard Games is committed to transforming cybersecurity education through
inventive and captivating approaches. This operational plan details our primary
procedures and objectives as we set forth on our mission to offer an immersive Gamified
Cybersecurity Training Platform. By harnessing the potential of gamification, our
platform instructs individuals about cybersecurity principles, practices, and techniques in
a manner that is both effective and engaging. This section serves as a roadmap for our

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operations and growth, highlighting our commitment to delivering high-quality
cybersecurity training to a diverse range of audiences.

KEY OPERATIONAL PROCESSES

Below are some of the day to day and key processes that will be conducted within the company to
make sure everything runs smoothly.
1. PRODUCT DEVELOPMENT

At the core of CyberGuard Games lies the game and software development
process. It will involve a team of experts from various fields ranging from software
developers, game designers and cybersecurity experts. This diverse group will
collaborate to create and maintain the industry-leading gamified cybersecurity
training modules. The team will dedicate their efforts to researching the latest
cyber threats and industry trends and align the games to such, ensuring that the
delivered content remains relevant and effective.

2. MARKETING
The marketing department will implement a diverse approach to promoting
CyberGuard Games. This will include frequent social media posts, Newspaper
advertisements, Blog posts, hosting of seminars about cybersecurity and its
importance etc.

3. FINANCE

The finance team will manage the financial health of CyberGuard Games.
Responsibilities will include creating budgets, generating financial reports,
analyzing revenue, and making forecasts. This team will also supervise funding
sources, ensuring sustainable growth for the company.

4. CUSTOMER SERVICE

The customer service team will be the frontline of user support. They will provide
24/7 assistance to users, addressing inquiries, technical issues, and providing
feedback promptly.

5. ADMINISTRATION

The administrative team will oversee office management and ensure the
availability of essential tools and resources required for the business. This team
will maintain a productive working environment to support our teams' efficiency.

6. PURCHASING

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 The procurement team will establish relationships with reliable software and
hardware suppliers. The team will source crucial resources efficiently, such as
game development software, cybersecurity tools, and hardware infrastructure.

7. LEGAL PROCESSES

The company will have a legal team that ensures the company is operating in
compliance with legal and regulatory requirements.

8. HUMAN RESOURCE

The company will have a human resource department that will be responsible for a
number of processes including recruitment, performance management, job
analysis, Compensation and benefits, change management and employee
retention.

MILESTONES
1. Q1 2024 - Game Concept Development
- Define the concepts for the first educational cybersecurity games.
- Identify key learning objectives and game mechanics.

2. Q2 2024 - Prototype Development

- Create functional prototypes of the games to test core gameplay elements.
- Conduct initial playtesting with a focus group.

3. Q3 2024 - Game Design and Artwork

- Finalize game design elements, including levels and challenges.
- Begin the development of game artwork and assets.

4. Q4 2024 - Alpha Testing

- Launch the alpha version of the cybersecurity game.
- Gather feedback from alpha testers and make necessary improvements.

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5. Q1 2025 - Beta Testing and Optimization
- Conduct beta testing with a wider audience to identify and fix any bugs or issues.
- Optimize game performance and user experience based on feedback.

6. Q2 2025 - Marketing and Promotion

- Develop a marketing strategy for the game's launch.
- Create promotional materials and a website for CyberGuard Games.

7. Q3 2025 - Game Launch

- Release the first cybersecurity educational game to the public.
- Launch on major platforms such as PC, mobile, and consoles.

8. Q4 2025 - Post-Launch Support

- Provide ongoing updates and patches to improve the game.
- Monitor user feedback and address any issues promptly.

9. Q1 2026 - New Game Development

- Begin conceptualization and development of a second batch of cybersecurity
educational games.
- Identify advancements in cybersecurity to incorporate into the new games.

10. Q2 2026 - Expansion and Partnerships

- Explore partnerships with educational institutions and cybersecurity organizations.
- Consider expanding to international markets.

11. Q3 2026 - User Base Growth

- Focus on user acquisition and retention strategies.
- Expand the game's reach through marketing and community engagement.

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12. Q4 2026 - Evaluate Progress
- Assess the performance and impact of the games on cybersecurity education.
- Plan for further expansion and development based on feedback and data.

FINANCIAL PLAN
In the dynamic landscape of online transactions, CyberGuard Games will prioritize
secure and reliable payment methods to ensure seamless financial transactions for
users. In the field of online services, trust and data security is paramount. To
uphold the integrity of the payment systems, robust encryption technologies will
be employed, and partnerships with reputable online payment gateways will be
established. The platform will offer secure payment options, including credit card
payments processed through trusted gateways, ensuring the confidentiality and
integrity of users' financial information. By prioritizing cutting-edge online security
measures, CyberGuard Games will be committed to providing a safe and reliable
payment experience for all users in the digital space.

EXPENSE BUDGETING
Developmental costs
The development costs, totaling approximately 3 million Malawi Kwacha,
encompass game creation, platform development, and hiring experts in
development, design, and cybersecurity. These investments are pivotal, ensuring
the innovative gameplay and robust security features of our platform.

Marketing and Sales

For marketing and sales, a budget of 3 million Malawi Kwacha will be allocated for
advertising campaigns and promotions. These strategic initiatives are aimed at
expanding market reach and fostering user engagement, sustaining a loyal
customer base.

Operational costs
Operational costs, estimated at 2 million Malawi Kwacha, cover server
maintenance, customer support, and office space utilities. Ensuring seamless
operations and providing excellent user support are fundamental to our success.

Administrative costs
Administrative costs, approximately to 2 million Malawi Kwacha, cover legal,
accounting, and administrative expenses. These investments ensure regulatory
compliance, accurate financial management, and streamlined workflow, optimizing
our business operations.

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 Hiring staff

Allocating approximately 10 million Malawi Kwacha for hiring staff is vital. This
budget will enable the company to attract top talent, including developers,
designers, and cybersecurity experts. Skilled professionals will ensure the quality
and security of the gamified cybersecurity platform, enhancing user experience
and trustworthiness.

Equipment purchase

Allocating approximately 15 million Malawi Kwacha for equipment purchases is

imperative. This budget covers the acquisition of high-performance computers,
servers, and software tools. These resources are essential for efficient platform
development, ensuring seamless user interactions and the reliability of the
gamified cybersecurity training.

Office construction costs

Allocating approximately 20 million Malawi Kwacha for office construction is a

strategic investment. Establishing a physical presence is crucial for credibility and
collaboration. A well-equipped, professional workspace enhances team efficiency,
creativity, and client interactions.

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Graphical representation of Cyber guard games expense
budgeting

KEY FINANCIAL INDICATORS FOR CYBERGUARD GAMES

Revenue Growth

The company will monitor the rise in revenue from online game subscriptions and
consultancy services. Regular assessments of this growth will be conducted to gauge the
platform's financial performance and market acceptance.

Gross Margins

The company will calculate the difference between total revenue and the direct costs
related to game development and service delivery. Robust gross margins will
demonstrate efficient revenue generation after deducting direct expenses.

Operating expenses

The company will track and manage operating expenses, encompassing marketing,
customer support, platform maintenance, and cybersecurity consultancy costs. This
proactive expense management approach will guarantee sustainable profitability in the
future.

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User engagement and Retention

The company will monitor metrics like Monthly Active Users (MAU), Daily Active Users
(DAU), and User Churn Rate. Engaged and retained users will play a vital role in
sustaining consistent revenue streams, signifying high levels of customer satisfaction

PROJECTED PROFIT YEARLY

The chart below illustrates the projected yearly profits for Cyber Guard Games over a
three-year period. As depicted, the profits are expected to increase steadily each year,
reflecting the platform's growth and financial stability.

Figure 2: Cyber guard games projected profit for three years

MANAGEMENT TEAM
This section of the business plan introduces the management team and outlines the
company's hiring plan and strategies for building and maintaining a skilled and
motivated workforce at CyberGuard Game.

Samson Fukulan, Founder & Chief Executive Officer:

Samson Fukulan’s responsibilities include:
 Setting the company's strategic direction and vision.
 Making high-level decisions regarding the company's goals and objectives.
 Overseeing the company's financial performance and growth.
 Building and maintaining relationships with stakeholders and investors.
 Leading and guiding the executive team.

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Cleanwell Yapalaka, Chief operating Officer and Head of Quality Assurance
Cleanwell Yapalakas responsibilities include:
 Managing day-to-day operations and ensuring operational efficiency.
 Developing and implementing operational policies and procedures.
 Overseeing production and game development processes.
 Managing resources, budgets, and project timelines.
 Collaborating with other executives to achieve company goals.
Esther Katsala, Chief Marketing Officer (CMO)
Esther Katsalas responsibilities include:
 Developing and executing marketing strategies to promote Cyberguard Games.
 Creating and managing marketing campaigns to reach the target audience.
 Building the company's brand and reputation in the cybersecurity education
sector.
 Analyzing market trends and customer feedback to refine marketing efforts.
 Managing a team responsible for advertising, public relations, and social media.
Joseph Dzanja, Chief Technology Officer (CTO) and Head of Game Development
Joseph Dzanjas responsibilities include:
 Leading the technical development of cybersecurity games and platforms.
 Overseeing the software and game development teams.
 Evaluating and implementing new technologies and cybersecurity standards.
 Ensuring the security and integrity of the company's products and systems.
 Collaborating with other departments to align technology with company objectives.
Lawrence Chikopa, Head of Customer Support
Lawrence Chikopas responsibilities include:
 Managing the customer support team to provide excellent service.
 Resolving customer inquiries, issues, and feedback in a timely manner.
 Monitoring and improving customer satisfaction and support processes.
 Gathering and analyzing customer data to enhance product quality.
 Implementing customer-centric policies and procedures.
Francine Chavinda, Chief Financial Officer (CFO)
Francine Chavindas responsibilities include:
 Managing the company's financial operations and budgeting.
 Overseeing financial planning, reporting, and analysis.
 Ensuring financial stability, investment strategies, and cost management.
 Collaborating with other executives to align financial decisions with company
goals.

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  Handling financial compliance, audits, and risk management.

ORGANIZATIONAL STRUCTURE
Chief Executive Officer (CEO)-the CEO is responsible for overall strategic direction
and leadership of the company.
Chief Operating Officer (COO)- the COO is an oversees day-to-day operations and
ensures alignment with the company's strategic goals.
Vice President of Sales- Leads sales efforts, manages the sales team, and drives
revenue growth
Head of Content Development- Manages the creation of educational content related
to cybersecurity
Director of Partnerships and Alliances-: Establishes and manages strategic
partnerships with educational institutions and cybersecurity organizations
Chief Data Officer (CDO)- Oversees data strategy, governance, and analytics
Customer Support Manager- Manages customer support operations and ensures
excellent user experience
Chief Marketing Officer- responsible for promoting Cyber Guard Game and expanding
its market presence through strategic marketing initiatives
Head of Quality Assurance- ensure the quality of services in the long run of the
company

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