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Shape Security business strategies include diversification of product line through internal and external funding. For example, in 2014, the company allocated $40 million in funding (Ingrid, 2014). In this way, it was able to expand its products to include website hosting, high-speed internet, domain registration and email hosting among other.
Shape Security target customers include banks, firms using ecommerce, healthcare organizations, cyber cafes and individuals using different websites among other users. Given the extensive use of internet globally, the company customer base will increase in future. This implies that by creating a strong promotion and more advertising, the company sales will ultimately increase.
As the need for marketing in order to expand the customer base increases, firms have noted the importance of value proposition. For the case of Shape Security, innovation has been the key pillar in its brand improvement (Maranville, 1992). The company value proposition is that automation is at the heart of every botnet. In this way, customers are guaranteed of the value and capability of the ShapeShifter in dealing with the attacks.
As the competition in the technology industry increases, more firms still are joining the sector due to the high profits enjoyed by firms. ShapeSecurity main competitors include Invincea, Crowdstrike and Defense.net.
The enterprise was given the brand name Shape Security in 2011 when it was founded by Sumit Agarwal, Justin Call and Derek Smith. To ensure that potential customers are not confused or fail to differentiate the company brands from those of the competitors, Shape Security has a website- http://shapesecurity.com. The company operations are in line with US IP laws and thus competitors are prevented from producing brands that are the same like those of Shape Security.
Shape Security enjoys the support of various investors. For example, Sierra Ventures, Kleiner Perkins Caufield & Byers and
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