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CYBERSECURITY GTM PLAYBOOK

TABLE OF CONTENTS

03 Product Overview

09 Personas

17 Key Messaging

32 Market Insights

42 Marketing Assets

44 Appendix

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PRODUCT OVERVIEW

PROGRAM OVERVIEW

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PROGRAM OVERVIEW

What is Cybersecurity?

The ThriveDX Cybersecurity product is a 400-hour program designed to provide learners from all backgrounds with the skills and support needed to become ethical, inclusive, industry-ready professionals who are primed to acquire entry-level roles in the tech industry and digital workforce.

We accomplish this by giving participants hands-on experience in comprehensive virtual training labs and helping them develop the most up-to-date skills employers look for in new cybersecurity professionals. Learners gain the foundational knowledge needed to enter the cybersecurity field and successfully prepare for top industry certifications.

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PROGRAM OVERVIEW

Careers

Those who complete the program are qualified for a variety of cybersecurity and IT roles, including*:

IT Help Desk (Tier 1) Service Desk (Tier 1) NOC/SOC Technician (Tier 1) Security Analyst (Tier 1) Security Engineer (Tier 1)

IT Help Desk (Tier 2)
Service Desk (Tier 2)
NOC/SOC Technician (Tier 2)
Security Analyst (Tier 2)

Junior Vulnerability Researcher/Analyst
Junior Security Engineer
Junior Network Engineer
Junior Systems Engineer
Junior Threat Intelligence Analyst
Junior Threat Hunter
Junior IT/Security Auditor

*Job title and duties vary widely across the industry. Titles listed do not necessarily reflect entry-level positions.

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PROGRAM OVERVIEW

Program Structure

400 hour Program: Introductory Course (30 hrs) + Extended Program (370 hrs)

Introductory Course (30 hrs) Part 1: Fundamentals Microsoft Security (40 hrs) Computer Networking (50 hrs) Cloud Security (15 hrs) Linux Security (30 hrs)	Part 2: Web Development Network Security (35 hrs) Cyber Infrastructure & Technology (40 hrs) Intro to Python for Security (25 hrs)	Part 3: Advanced Cybersecurity Offensive Security: Ethical Hacking (50 hrs) DFIR and Threat Hunting (60 hrs) Game Theory Strategy in Cybersecurity (10 hrs) Career Outcomes (15 hrs)

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PROGRAM OVERVIEW

Skills & Technology Covered

Web Design Front-End Technologies: HTML, CSS, and JavaScript Web Accessibility Best Practices CSS Frameworks (Bootstrap) User Experience User Interface Design Agile Software Methodology Responsive Design	Web Development Back-End Frameworks Node.js and Express API Development API Documentation API Best Practices React Web Applications State Management (Redux) Data Modeling SQL and NoSQL (MongoDB)	Software Engineering Cybersecurity Identity & Access Management Cloud Architecture Python Programming DevOps TypeScript Sass Server Deployments Serverless Deployments Testing Methodologies Platform as a Service (PaaS)	Soft Skills Presentation Skills Critical Thinking Problem Solving Change Management Creativity & Innovation Team Collaboration, including: Using Git/GitHub to Work with Others Technical Comms with Non-Tech Teammates UX Design Implementation

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PROGRAM OVERVIEW

Certification Prep

Our course curriculum lays the foundation for learners to complete exams in the Software Development field, including exams for the following certifications:

AWS Cloud Practitioner
Microsoft Certified: Azure Fundamentals
Google Cloud Digital Leader

*It is recommended that we do not lead with certification prep for this program. Certifications are not a significant selling point to hiring managers and are not considered a differentiator for Software Development. However, prospective students could still find the certifications and prep for them enticing.*

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PROGRAM OVERVIEW

Certification Prep

Our course curriculum lays the foundation for learners to complete exams in the Software Development field, including exams for the following certifications:

AWS Cloud Practitioner
Microsoft Certified: Azure Fundamentals
Google Cloud Digital Leader

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PROGRAM OVERVIEW

Certification Prep

Throughout the curriculum, learners will be exposed to concepts that will be found on (but

not limited to) the following entry-level industry exams:

Required Certifications Disclosure:�

This program is not a test-preparation program, where the primary focus is the learners' performance on the exam. The program is designed to teach in-demand knowledge for today's workforce.�
The certification exams are not conducted as part of the program and require additional costs not included in tuition. You must have a minimum of one year of cumulative work experience in the specific cloud provider in order to be certified.�
The test preparation workshops are not mandatory and are not part of the program curriculum. The workshops are designed to provide extra resources if you wish to learn more about the specific exams.

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PROGRAM OVERVIEW

TDX Arena

Formerly known as CyWar, TDX Arena is a proprietary and state-of-the-art platform that gives learners additional resources, content, and tools to apply all of the information they acquire in the classroom. The platform offers learners:

Efficiency: As a cloud-based solution, TDX Arena eliminates the need for students to deal with setting up, updating, and running training labs locally on their personal computers - just login online and they're good-to-go!�
Practice Arena: Learners have the ability to test their newly acquired offensive & defensive skills in real-world environments. Activities within the Practice Arena are required as part of the program curriculum.�
Challenges: Similar to the Practice Arena, additional real-world simulated exercises in Challenges are organized so that learners can focus on specific areas they would like to practice. Although some Challenges are part of the program curriculum, many are optional.�
Cyberpedia: As a comprehensive encyclopedia of cyber-related terms and definitions, this wiki-style reference tool is a handy element within TDX Arena for learners seeking clarification on concepts discussed throughout the program.�
Hall of Fame/Leaderboard: Utilizing this optional feature, learners with a competitive side can see how they rank against others who have accumulated points within the platform. Successfully completing Challenges and activities within the Practice Arena adds points to participants Leaderboard totals.

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PERSONAS

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PERSONAS

ThriveDX Cybersecurity is for...

Career Starters

Career Changers

Upskillers

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PERSONAS

Career Starter

Summary

Financial and lifestyle independence
Financial stability
Eager to jumpstart a career
Finding a career where itʼs easy to pivot
Feeling supported and valued
Healthy work/life balance
Obtaining a career that is fulfilling and has greater purpose

What motivates me?

Goals & Emotional Drivers

High school diploma or Associate’s degree
Large Veteran segment for cybersecurity
20s, Single
No experience
Makes <$25k

Tech Savvy | Lacks Self-Motivation�Financially Minded | Opinionated

Optimistic | Seeks Fulfillment |

Influenced by Pop Culture |

Looks for External Validation

Who am I?

Characteristics

�

Approvals from network are very important
Researches before purchase
Investigates bootcamp alternatives
Moderately explores financial options
Not as concerned about convenience (learning time/ schedule/delivery) because they have more free time than most other personas.*�

*This gives them the potential to be one of the most successful with our program(s).

How do I make buying decisions?

Buying Behavior

Unsure if I can start a career with only a high school diploma/lack of knowledge or expertise
Lack confidence in their own abilities
Limited finances
Fear of making the wrong decision
Feels stuck or stagnant

What is holding me back?

Pain Points & Frustrations

CYBERSECURITY

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PERSONAS

Career Changers

Summary

Career satisfaction - frustrated with current path
Work-life balance
Flexibility
Highly motivated
Remote options for work
To create a better future and lifestyle - a job with lower stress and/or higher pay
Continued financial stability
Diversify their skills for a wider possibilities of career possibilities
Wants to remain relevant
Independence is not a motivator for this persona

What motivates me?

Goals & Emotional Drivers

Associate’s or Bachelor’s degree
30s, Married (may have kids)
No experience in the industry
Makes $25k - $50k

Educated | Motivated | Multitasker |

Who am I?

Characteristics

�

Frequently researches before purchases
Seriously considers the financial impact of decisions (determines the ROI of the program)
Approvals from network are fairly important
Convenience of learning (time/schedule/delivery) is moderately important
Not as concerned with alternative options, like a traditional 4-year degree

How do I make buying decisions?

Buying Behavior

�

Concerned with the being able to finance the program
Unsure of the ability to pivot to a new career and doesnʼt want to waste time or investment into something that “wonʼt work”
Lacks fulfillment in current career
Concerns with balancing work/life/education in order to advance in his/her career
Seeks affirmation that his/her choices are valid

What is holding me back?

Pain Points & Frustrations

CYBERSECURITY

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PERSONAS

Upskillers

Summary

Career growth that includes a better salary and/or benefits
Remaining relevant relevant and ʻfuture-proofingʼ their career
Work-life balance
Being seen as an expert - wants to perfect their craft
Advance in salary or promotion into a more senior role
Personal skillbuilding
Passion for the cybersecurity skills
Feeling fulfilled professionally

What motivates me?

Goals & Emotional Drivers

Bachelor’s or Master’s
30s, Married
2+ years in tech (could be a Cybersecurity Analyst or learned specific skills before taking time off)
Makes $75k+

Problem Solver | Optimistic |

Outcomes-Focused | Tech Savvy |

Values Growth & Being an Expert |

“Work Hard, Play Hard” Mentality |

Excited for new challenges |

Curious & Analytical

Who am I?

Characteristics

�

Frequently considers financial implications
Convenience and flexibility are important (current role and responsibilities canʼt be disrupted)
Conducts moderate pre-purchase research before making decisions
May consider bootcamp alternatives
Do not typically seek network approval for decisions (they already have it)

How do I make buying decisions?

Buying Behavior

Worried that the curriculum won’t be stimulating enough or that this career may not be the right fit
May have minimal support from management to upskill
Isn’t sure the time commitment is worth it - their current workload and conflicting priorities may make it difficult to balance with program commitments
Doesn’t know where to start to gain the skills they need

What is holding me back?

Pain Points & Frustrations

CYBERSECURITY

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PERSONAS

Conversation Tips

	Career Starters	Career Changers	Upskillers
How do they feel about bootcamps?	Expensive and unknown, but they’re ok with non-traditional education.	Learning is valuable and a key to the future they want.	Education is necessary to remain relevant. Many have already gotten one 4-year degree and aren’t interested in another.
How do they feel about traditional education?	There is usually a reason why they’re not interested in a traditional degree. (Example: They started a program, but dropped out.)	Many have already gotten one 4-year degree and aren’t interested in another.	Many have already gotten one 4-year degree and aren’t interested in another.
How can we help?	Participants gain transferable skills, foundational knowledge, and career support to help them join the tech industry in an entry-level role.	Beginner-friendly introductory course provides a preview into the field, giving learners a realistic sense of what their new field could be like.	Learners can expand their skill set and increase their value with an always-updated curriculum where the most current tools are taught by active industry experts.

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PERSONAS

Conversation Tips

	Career Starters	Career Changers	Upskillers
What topics do they want to hear about?	Introductory Course No prerequisites Hands-on interactive program Digital badges & Personal ePortfolios University affiliation Career Services support	Introductory Course No prerequisites Hands-on interactive program Flexible Schedule Digital badges & Personal ePortfolios Career Services support	Hands-on interactive program Expert instruction Synchronous learning Networking opportunities Flexible schedule Career Services support
Communication

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PERSONAS

Customer Testimonials

Career Starter	Career Changer	Upskiller Persona	Business Owner	Agnostic
Coming Soon	Randy Rodriguez Samman Hajar Vince Uruttia James Harnage	John Pepper	Alvaro Nino	Andrew Wolff Carlos Bustamante Kayla Jordan Victor Asalu Amanda Pizzemienti

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KEY MESSAGING

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KEY MESSAGING

Value Proposition

ThriveDXʼs Cybersecurity program equips learners with the foundation needed to secure an entry-level role

in the tech industry and contribute to a team immediately. Participants can expect:

A supportive, immersive, and collaborative environment led by active industry experts.
An always-current curriculum where they gain the foundational knowledge needed to enter the cybersecurity field and successfully prepare for top industry certifications.
Hands-on experience utilizing the most up-to-date tools and our proprietary TDX Arena platform.
A schedule designed to offer the flexibility needed to balance their current commitments.
Feedback on effective ways to professionally present their new skills.

MARKET INSIGHTS

Industry Overview

Overview

Although most individuals may not hear about cybercrime incidents on a daily basis, itʼs vital to acknowledge that cybercrime has quickly emerged as a significant global threat. In fact, according to Cybersecurity Ventures, “if it were measured as a country, cybercrime would be the worldʼs third-largest economy after the U.S. and China”. In addition, the organization expects global cybercrime costs to grow 15% YoY through 2025, reaching a $10.5 trillion USD annual valuation and making it “more profitable than the global trade of all major illegal drugs combined”. At present, cybercrime costs companies $1.79 million per minute¹ and each day sees an average of 26,000 incidents².

Along with the astronomical growth of cyber incidents (they increased 600% during the COVID-19 pandemic²) comes a need for cybersecurity professionals to plug the leaks in what feels like a rapidly sinking ship. New entrants into the cybersecurity field find almost 600,000 job openings available in the US³. According to the USBLS cyber-related roles, like Information Security Analysts, are projected to grow 25% faster than the average for all other occupations. As of late, those looking to join the field have found more flexibility in the accepted training avenues they can take. Although Bachelorʼs degrees are still required in some cases, certificate programs are becoming more widely accepted for entry-level roles. From self-guided programs to full-fledged instructor-led training, the non-degree options for aspiring tech industry employees is increasing, as is their opportunity for growth and financial stability once theyʼre able secure a new role.

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MARKET INSIGHTS

Industry Overview

Interesting Stats
Industry Cybersecurity Ventures predicts cybercrime will cost $10.5 trillion annually by 2025.¹ One study by the University of Maryland indicates that there is a cyber attempt every 39 seconds.¹ US Treasury said it that it has tied $5.2 billion in BitCoin transactions to ransomware payments.² Cybercrime costs companies $1.79 million per minute.³ The average cost of a data breach in 2021 was 4.24 Million, according to IBM data.¹ If it were measured as a country, then cybercrime — which is predicted to inflict damages totaling $6 trillion USD globally in 2021 — would be the worldʼs third-largest economy after the U.S. and China. ⁴ [UK] The UK cyber security sector is growing fast, with over 1400 businesses generating revenues of £8.9 billion last year, supporting 46,700 skilled jobs, and attracting significant overseas investment.¹⁰ ¹Source: US Bureau of Labor Statistics ²Source: Burning Glass data, Software Dev. labor market, Q4 2021 data set ³Source: InfoWorld.com	Jobs [World] The worldʼs open cybersecurity positions in 2021 is enough to fill 50 NFL stadiums.⁵ [World] Cybersecurity Ventures reported that the number of unfilled cybersecurity jobs grew by 350%, from one million positions in 2013 to 3.5 million in 2021. This number is expected to double by 2025.⁶ [US] Employment of information security analysts is projected to grow 25% faster than the average for all other occupations from 2020 to 2030.⁷ [US] A 2019 study revealed that the number of cybersecurity job postings has grown by 94% in just six years, and cybersecurity jobs now account for 13% of all information technology jobs.⁸ 22% of IT organizations have eliminated the four-year college degree requirement for many positions, and 32% of IT Hiring Managers look for basic cybersecurity knowledge when hiring new employees.⁹ [UK] The cyber security sector workforce has grown by around 50% in the last four years, with demand for skills often outstripping supply.¹⁰ [UK] Across all core cyber security job vacancies (i.e. where some aspect of cyber security is the main job function) posted from Jan-Dec 2020: the sectors most in demand of cyber talent are consultancy, finance and insurance, IT and cyber security sectors.¹¹

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MARKET INSIGHTS

Competitors^*

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MARKET INSIGHTS

Top Differentiators by Competitor

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MARKET INSIGHTS

Top Differentiators by Competitor

Trilogy
Strengths Corporate Support: Trilogy is owned by 2U. Program Length: Trilogy’s program is shorter than ThriveDX’s (12-24 weeks vs 40 weeks). Cost: Trilogy’s program tuition costs less overall ($12,495 vs $15,500). Although ThriveDX’s program has a higher price tag, learners get 400 hours worth of training with ThriveDX versus ~200 with Trilogy. (!) Cert Vouchers & Prep: As part of their tuition, Trilogy learners receive access to CompTIAʼs CertMaster test-prep tool and an exam voucher to take the CompTIA cert exam of their choice, choosing from Security+, Network+, Linux+, Server+, or Cloud+. Scholarships and Financing Options: University alumni may receive a $500 scholarship with Trilogy. They also have options for: public or private loans, early payment discounts, discounts at participating universities, and monthly payment plans. Career Engagement Network: Graduates have lifetime access to CENʼs resources, guides, events and workshops. They also get ongoing access to professional templates and networking events, plus referrals to roles with our 260+ employer partners.	Weaknesses (ThriveDX Differentiators) Commitment: Once accepted, Trilogy students must commit to the full program. ThriveDX’s Intro Course gives learners a chance to see if a Cybersecurity career is a good fit for them before committing to the full program. Prerequisites: Trilogy requires applicants be at least 18 years old and have a high school diploma or GED. ThriveDX applicants can be 16 (with parent’s permission) and do not need a diploma or GED to be considered. Expertise: ThriveDXʼs cybersecurity program was founded by global experts. Content: ThriveDX offers sessions on Cybersecurity from a developer’s point of view, as well as bonus asynchronous content. TDX Arena: Unique proprietary platform that provides real-work scenarios for learners to apply their knowledge. Student Experience: Trilogy uses significant website real estate to clearly explain the student experience, making their offering appear more robust than the competition. However, ThriveDX offers more lesson hours overall (400 vs ~200), resulting in more in-depth training on each topic than learners may get with Trilogy.

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