SMI was developed from an understanding that the dramatic growth in cloud business applications represents only the first wave of cloud services that businesses will utilize. Apps such as CRM provide solid value for automating processes and providing access to sales related information. However, evidence points to businesses realizing that apps like cloud CRM is just one of many customer touch points that need to be easily analyzed in order to provide an accurate picture. The second wave of cloud services therefore will have a large focus on how to obtain insight from all the data generated across business operations and drive knowledge based decisions throughout the organisation.

1. ShareMyInsight BI Platform and Applications
Business Intelligence delivered as a Cloud Service
Prem Couture,
CEO Cyscom Ltd, www.sharemyInsight.com

2. Introducing SMI
What is ShareMyInsight (SMI) ?
SMI is a unique, cloud based
software application that delivers a
new form of Intelligence on Business
and the World we live in

3. About SMI-Cyscom
What we do
SharemyInsight (www.sharemyinsight.com) is a cloud based Business Intelligence application owned by Cyscom Ltd.,
a UK based technology software vendor with offices in Europe and Russia. Specializing in developing cloud computing
technologies over the past 6 years, Cyscom owns its own platform (CloudSeed©) for building, deploying and selling
cloud based business applications, either as a public or private cloud installation. CloudSeed© includes a development
platform for building applications and utility services for selling-provisioning apps, managing-billing accounts and
providing customer support.
CloudSeed© comes with ready cloud business applications including CRM, Enterprise Project Management, Social
Media Marketing, Help Desk, Wealth Management, HR, Medical Records Management and more.
Corporate structure
Cyscom Ltd. is a privately held company operating in Europe via its UK entity and CIS through a Russian subsidiary.
Cyscom Ltd. was recently set up as a USA Delaware Corp but has no current business activity. SharemyInsight will be
incorporated as a USA company in Q1 2012 with Cyscom as the sole shareholder.
Why SMI?
SMI was developed from an understanding that the dramatic growth in cloud business applications represents only the
first wave of cloud services that businesses will utilize. Apps such as CRM provide solid value for automating
processes and providing access to sales related information. However, evidence points to businesses realizing that
apps like cloud CRM is just one of many customer touch points that need to be easily analyzed in order to provide an
accurate picture. The second wave of cloud services therefore will have a large focus on how to obtain insight from all
the data generated across business operations and drive knowledge based decisions throughout the organisation.
The directors believe that cloud BI will emerge as a global demand and is especially relevant to the small to medium
sized business segment, where cost for acquiring and managing a traditional BI solution is not affordable.

4. Big Data challenges & impact
data volumes are exploding exponentially, as content gets generated and distributed via
collaboration, productivity tools and social channels
Growth of Big Data Impact and challenges
• 650% increase by 2015 in the amount of data • a critical need to get a fast read out on all the data
businesses and organizations need to consume and needed for analysis, along with an accurate
analyze¹ interpretation of its meaning
• 80% in data volumes originating outside of back •. key decisions are made on ‘gut feelings’ and
end, transactional systems¹ incomplete or inaccurate information
• data sources required to analyze to get an accurate • current BI software outside the acceptable price
picture on business are multiplying – a fundamental range for most businesses - a survey of 1,000 SMBs
premise of ERP systems acting as the ‘single source shows the average annual BI per user cost for an
of truth’ is dead SMBs is $4,225¹
• valuable pieces of information are spread all across • businesses and organizations are badly equipped
different systems, internet sites and publications and in a non-ready condition to meet the challenge of
‘big data’
• businesses are under stress and target Business
Intelligence as one of their top 3 priorities – 83% SMB • much potential insight is buried within static reports
CIO’s planning for a BI solution² that are accessible by only a small fraction of the
organization.
• current tools fail to meet the data explosion
challenge; nor drive insight at different levels of the • enterprises and organisations struggle to
organisation and across external networks, such as communicate complicated concepts in order to
sales channels and supply chains. empower more stakeholders
¹ Gartner Research ¹ Aberdeen Research
² IBM midmarket survey

5. Trends in Business Intelligence
Enterprise market – est. $7.9B annual sales, 12.5% growth
Enterprises recognize that analyzing volumes of data from only internal systems does not meet the data explosion
challenge; nor does it accommodate the need to drive insight. Managers increasingly struggle with:
• how to organise their data so that they can make sense of it; additional data sources present new challenges, but
new ones appear every week
• using numerical tools to explore, interpret and analyze data: spreadsheets, statistical models and 'business
intelligence' applications feed numbers, but not insight
• trying to apply old-world techniques to new-world data - complex business systems, web sites and social media - with
less time and greater pressure to utilize the available data for better decisions
Enterprises are increasingly turning to Data Visualisation software as an add-on to traditional BI tools; DV vendors
experiencing dramatic annual sales growth of 35% to 125%
SMB market – 27M SMBs in USA, est. $1.9B annual sales, 20% + growth
‘ While a number of SMBs have already deployed formal
CRM solution, the next focus is on making sense of the
data captured, linking it to business objectives and
monitoring business performance. Typical business
intelligence solutions have been out of reach for majority
of SMBs due to cost and deployment complexity’
Techaisle
• IBM June 2011: 83 % of the surveyed SMB CIOs claim
to be considering BI and analytics projects
• Techaisle Nov 2011: 28.6% of small and 58% medium
sized businesses planning or considering BI

6. SMBs, Enterprises under pressure from uncertainty
Stress test: most businesses are in the dark on critical questions
• Where is my business over/under performing?
 who are my most profitable customers? what products and services are
flying & dying? what is my ‘True Cost’ of goods and services
• How do I stack up to other businesses in my industry?
 across KPI’s (e.g. average gross profit margin for my industry)? what
are market leaders doing differently?
• Where can I minimize risks and seize opportunities?
 where are systemic errors occurring? How do I audit my operations?
• What do the numbers indicate?
 where am I doing well and failing? what does the trend line look like?
where will I be in 6-12 months?
Businesses end up making critical decisions based on their gut-
instincts as opposed to the facts

7. What’s needed?
Fast analytical capabilities is critical for greater efficiency and more
accurate, timely decisions
• access to more
trustworthy information,
more consumable views of
information
• easy and fast
interpretation on business
and social data that
otherwise consumes
considerable time to analyze
taking advantage of fast emerging opportunities and effectively managing risks
means the difference between surviving or not

8. What’s needed?
Easy and fast read-out on how the business is performing with the ability to
implement change
• dramatic improvement in
the collection and
consolidation of data
sources that need to be
analyzed
• drive insight at different
levels of the organization
and across external
networks - partners, sales
channels, supply chains
• effective risk
management and ability to
change when knowing
where things really stand

9. What’s the current status?
do SME’s really know how to analyze and measure business performance?
Mostly not, because SME’s …
• Have little or no real analytical capabilities, both in terms of software and
analyst knowledge
• Attempt to measure business performance without applying the kind of
analytical methodologies that apply to their type of business
• Are unable, in most cases, to afford the price of a major consulting firm
to set up a BI solution (consulting and licensing, training etc)
• Create analytics in Excel or traditional BI applications that don’t allow an
easy way to interpret the data and to know what comes next
• Depend on IT departments to create reports that are often outdated and
do not contain valuable data originating from outside their IT systems
technology by itself doesn’t solve all the issues

10. What a cloud solution can uniquely do
The cloud has an enormous potential to deliver insight and knowledge in
the fastest, most efficient way possible
• Shared cloud application
lowers the cost barriers for
many businesses
• Ready built components
cleanses, normalizes and
integrates data sources
quickly and easily
• Ability to build real-time
analytical models with
contributors: test
assumptions and ensure
constructs are correct

11. What a cloud solution can uniquely do
The cloud has an enormous potential to deliver insight and knowledge in
the fastest, most efficient way possible
• Scalable, ultra fast server
processing for fast query
resolution, visual rendering –
answers many large
computational challenges
• Shared insights and
discoveries targeted to
various audiences:
collaborators, customers,
suppliers, the public
• Promote rapid change:
shared discoveries means
collective intelligence and the
ability to make collective
change

12. What a cloud solution can uniquely do
Deliver ‘Business Intelligence as-a- service’, combining software with expert
analytical knowledge
• A library of pre-built and re-usable analytical ‘templates’ (apps) are part of
the service:
 KPI’s by business type (e.g. average gross profit margin for UK food retailer)
 Analytics by department (e.g. CRM analytics for sales dept)
 Sample data sets demo how the analytics drive insight
 SMBs can connect to the analyst for online help and suggestions
• Professional service companies (accounting firms, consultants) with
industry expertise (e.g. Retail) and/or organizational focus (e.g. CFO) can
create and publish a wide range of pre-built analytical templates for SMEs to
subscribe to
SME’s access real BI software, pre-packaged and configured
with expert, ready-to-use analytics

13. What does cloud BI look like?
Cloud BI is highly dynamic, interactive & intuitive: complex questions are
answered with simple point & click as on a Google map
• Analytical Mash-ups:
merge data sets into 1
analytical repository
• Highly interactive
visualisation controls
• High Speed, High
Concurrency
• Performance: ultra
fast processing xM
records in 1-2 secs
• Individual BI Workspaces
for collaboration with role
based permissions

14. What does BI mean for most businesses?
SMBs and many Enterprises don’t buy into BI – but do buy into
BI solutions that answer ‘what do I need to know’
Where am I most profitable?
pr odu cts?
Who buys my What is my 1 Y
How do I foreca r.
st financial outlo
my cash flow? ok ?
my
How can I audit
pend and find err
ors? Who are my top
s es?
perfo rming employe
How do I k
now who m
customer a y What will my sales
r e?
look like next Qtr?
ns
Which ad campaig
OI
have the highest R Who are my best supp
liers?
Am I overpayin
g for
communicatio
n services?

15. What makes SMI more than just another BI tool?
What makes SMI compelling to businesses
SMI delivers on 3 essentials
What you need to know - at the
right time
Clear insight delivered - without
having to search for it
A fix for specific, everyday
problems that cost money
SMI delivers business value - not software, concepts or pretty pictures

16. How the SMI BI Platform delivers
Why businesses using SMI are ahead of the pack
SMI BI Platform key components
BI Apps Workflow
Drive Insight to
Ready to use the right people
Solutions
Collaboration
Accurate Decisions
Timely Actions

17. BI apps are focused on user’s problems and needs
What are BI Apps?
Ready to use apps that analyze your data in context of a problem
• Pre-built analytical models with formulaic expressions, scripts that process data
• Pre-configured dashboards and controls with KPI’s and workflow
• Editable expression parameters and variables for what-if scenarios
• Easy to use by simply importing or connecting to user’s own data source
Retail Banking Carbon Emissions Spend Audit Genetics
Utilities Audit Hi Res Imagery Customer behavior Loyalty Program
Asset Mgmt. Insurance Risk Financial Mgmt. Supplier Performance

18. How Apps are built using the SMI platform
Devs, Analysts Create and Deploy BI Apps
SMI BI Platform provides ready tools and data sources for devs to create and pre-package apps for
syndication:
-create/import DataBases
-connect to data sources
-create analytical models
-package apps and syndicate

19. Delivery
Delivery
SMI will be delivered as a pure cloud service, needing
only a user’s browser and with no need for installing any
additional software.
The SMI solution is compelling to its core audience:
• for businesses and organisations, SMI will be
offered as either a Free, Premium or Enterprise service
that is paid for service on a low cost monthly
subscription.
• for analysts, SMI will showcase their knowledge and
methodologies in order to promote the analyst and
create a unique way to show his value and expertise to
potential customers who can then engage the analyst to
help improve business performance
• for consumers, SMI will provide an opportunity
discover valuable information and obtain insight into a
wide variety of social and business spheres
Significantly, SMI will be the first of its kind to create a
social network of business experts around live data
analytics where users author, publish and share
analytics over a front end marketplace.
view a Product Tour
The expert social network will allow users to interact with
each other’s analytics, to test assumptions and draw
their own conclusions.

20. Technology
Platform and unique technology
SMI’s development platform, named CloudSeed©, is a comprehensive platform to build, deploy, manage and support
cloud based applications and services. CloudSeed is portable and fully capable to deliver either 'public' cloud services
to small-medium sized businesses or 'private' dedicated cloud services to the Enterprise customer
SMI is built on a highly extensible framework that can quickly and easily adapt to a number of new requirements and
scenarios that involve changing the data model, UI design, workflow, approvals, tariffs, billing and more.
SMI’s BI cloud enables:
- exploration of large, high-density
datasets for obtaining insight
- discovering data patterns and trend,
enable multivariate analysis
- receiving fast answers and making
accurate decisions
SMI’s innovative use of graphics images
and interactive controls is designed on a
patented technology for:
- optimizing a user’s neurological
capabilities for processing multi-
dimensional data
- enhancing optical recognition of
complex data relationships and patterns
Using SMI, Oxford University R& D cancer department has seen an
in computer generated graphical images
80% common biomarker expression on some forms of cancer tumors
on 20,000 patients – allowing next generation cancer drugs that work
on the molecular level to target some types of cancer.

21. Technology
Intuitive, web driven approach
Business users normally complain about their lack of visibility into their data, as well as the limited options for
manipulating and exploring the information affecting their business. For a user, data visualization allows complex data
structures, relationships and trends to be viewed and navigated, even with unstructured or abstract data.
SMI visual controls enables users to see,
explore and share relationships and insights in
new ways via:
- intuitive touch or gesture-based drill-downs
- immediate, on-the-fly data relationship
mapping
- ad-hoc queries and interrogation of the
user’s data
- multi-touch interfaces with high levels of
interactivity
- anywhere, anytime analytical processing
(mobile devices, tablets)
- sharing discoveries with private groups,
social nets, supply chains, partners
Visualization unlocks data volumes and unstructured content to answer questions like: what do I need to know?
what are the real facts? what event occurs at point X? what’s the impact over time?

22. Technology
Transforming data into intelligence
SMI’s approach to data management is what creates a user friendly experience:
- data sets are linked internally and integrated with data visualization capabilities.
- an intuitive wizard creates dashboards by asking users to input data fields, define data types & specify metrics
- visualizing, interacting & drilling down into their data makes it easy to interpret relationships and configure analytics
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static data tables with
rows of numbers are
transformed into this
Data transformation produces analytics
with visual charts, maps and indicators-
all of which interact with each other on
clicks and touch controls

23. Product
Data Visualisation
• rapidly analyze data the way user want: challenges rigid methods of traditional BI
• quickly and easily see patterns, trends, and unforeseen relationships and
dependencies in data
• draw insight, inferences, and conclusions that improve performance and provide a
competitive advantage
Dashboard controls have multiple measures, multi level
drill downs, conditional formatting, customizable design
and tooltips – include:
filters (value lists, trees, numeric slides, chart elements),
charts, record counters and tables,
•bar, pie, line, scatter, candle, bubble and tile (tree) charts
with switchable measures, trend lines and series
•matrix and heat map chart for complex multi-dimensional
analysis
•geo-maps with switchable views (basic, topographic,
aerial) that represent s data via user images
• image maps from user’s uploaded images that have
drawn areas linked to records in the data source
built on SMI’s patented technology for • Deep Zoom chart for high resolution, large image
optical recognition and neural processing collection
of information from computer graphics • pivot table with expression based KPI indicators

24. Product
Collaboration
Users share live insights – not text, images or data – and with assumptions
tested, users get shared intelligence
• MS Office tools with access to live data
• Offline access with full interactivity
• Share via email client: saved
dashboards and data views
• Embed and Publish into Portals and
web sites
• Export to iPad: dashboards and data
views synchronized to iPad client with
interactive touch controls and drill downs
integrated communication tools and
• Post to Facebook, LinkedIn and distribution channels give users a rich
Twitter: choice of collaboration options
• SMI expert analyst social network

25. Proposition
‘Business Intelligence as-a-Service’
The ‘BI as-a-service’ offer presents powerful data analysis
capabilities and business intelligence via a pure cloud service.
The service automatically provisions private Workspaces where
a user gets the tools to create analytics with a team of invited
users and to share them either privately or publicly.
The paid for subscription options are fully flexible and scalable to
make it a real ‘on-demand’ service. Subscribers pay by month
based on the number of users (with no minimums) plus the
amount of data stored. There is also a choice of 3 Editions for
greater functionality and scalability to the user’s solution.
Value
• subscribe to a pure cloud service with zero investment: author, analyze & share dashboards with no software
downloads - get SMI for free with limited use or with greater functionality by paying low monthly fees
• transform unusable data assets into intelligence: consolidate data sources to get a holistic picture and real
intelligence for growing the business and managing risks
• get fast analysis and interpretation: cutting edge in–memory and server based processing over a user’s browser
that delivers a rich graphical experience with intuitive analysis capabilities
• start right away to collaborate on making decisions: share discoveries as easily as a Google map location and
put insight into action across teams, customers and suppliers
• improve analytical capabilities in minutes: select from thousands of expert analytical models (templates) that
can be added to the subscriber’s private BI Workspace and re-used in order to get fast business insight
• learn how experts get value out of data: join the SMI expert analyst network where experts showcase their
talents and contribute their knowledge to help businesses improve performance

26. Proposition
Differentiation
When business users compare SMI to other BI offers,
there will be dramatic differences in terms of:
• no need for expensive software licenses,
complicated installations procedures and
maintenance
• a SaaS pricing model that is in-line with
established and accepted cloud CRM offers that have
achieved market penetration e.g. Salesforce
• ease of use and ultra fast time for creating,
collaborating and sharing actionable analytics
• flexible privacy options on where data is
processed, how analytics are consumed and shared
• a community of experts and analysts to help
understand your business and improve performance
SMI’s paying customers will get unparalleled value in When SMI asked over 100 Professional Analysts the
terms of the low cost for using the SMI service and for question ‘Are SMBs ready for a BI solution?’ more than
receiving a solution that exploits a business’s data 80% responded yes but 50% stated that price barrier is
assets in order to get a competitive advantage, the single biggest obstacle.
especially important in the current volatile economic
SMI LinkedIn survey 11/2011
conditions.
SMI will be perceived as Business Intelligence
solution that combines the best in cloud technologies
and analytical tools with contributions from world
class thought leaders in insight and management.

27. Competitive advantage
Technology
SMI has developed specific key capabilities that make its service delivery truly outstanding in face of the competition
and further fulfills all of a BI solution requirements, including:
• Data Aggregation: SMI has developed sophisticated ‘virtual join’ algorithms to quickly merge multiple data sets and
later execute calculations used in the source data via join rules.
• Analytical Mash-ups: creating a single data repository from a wide variety of data sources including files, Google
docs, news feeds, social networks, databases and a range of business applications – all of which are combined on a
single set of analytics
• Advanced visualisation controls: graphic controls to analyze complex mathematical models and multivariate
analysis such as matrix shape chart, heat maps, regression line chart and user’s own created map
• Master Data Management: data normalization and cleansing of uploaded data sources, auto detection of data
types, data settings validation, error verification and logs
• Server or in-memory processing: user can choose to process data sources on the SMI cloud server or his own PC
for additional privacy and faster processing on smaller data sets
• High Speed, High Concurrency Performance: ultra fast based processing of queries, calculations and visual
rendering to support more than 10,000 active users per single database server
• Individual BI Workspaces: dedicated workspaces with role based permissions for collaboration with users on
creating and editing dashboards and analytics
• Sharing, Collaboration and Integration: embed live analytics on any website, publish to major social networks,
create and share personal data views; run analytics inside MS Office applications and on tablets (iPad)
• Predictive Analytics: advanced algorithm based modeling capabilities for partitioning and revealing data patterns,
creating forecasts and executing multivariate analysis
Taken together, the SMI technology delivers on the real world complexity of taking raw data and transforming it into
usable intelligence – all of which is done without programming or need for an IT department to be involved.

28. Competitive advantage
Vendor Comparison of BI Tools
‘When small businesses start to turn to Business Criteria Spotfire Qlikview Tableau M icrosoft SMI Weight
analytics as well, something which will Time to implement 6 9 6 2 9 2
Scalability 8 6 5 9 6 1
inevitably happen over the next few
Price for Developer 5 4 6 8 9 1
years, the market for SMB analytics Server License/user 5 3 5 5 9 1
solutions could be staggering - IBM Support fees / year 5 5 5 6 9 1
2011 Midmarket CIO survey SaaS Platform
Overall Cost
9
4
8
4
9
5
6
2
9
9
2
2
Enterprise Ready 9 7 5 9 1
•
4
The comparison table Long-term viability 8 7 6 9 7 1
shows that SMI delivers a Mindshare
Big Data Support
5
7
6
4
7
6
4
8
9
7
1
1
comprehensive BI solution Partner Network 4 8 2 9 2 1
on a cloud model. Spotfire Qlikview Tableau M icrosoft SMI Weight
Visualization Criteria
Data Interactivity 8 9 9 4 9 2
Visual Drilldown 7 9 8 2 9 2
• The closest competitor Offline Viewer 8 7 9 6 8 1
Tableau, offers limited
Analyst's Desktop 8 9 9 4 2 2
Dashboard Support 7 8 7 4 8 2
functionality on the cloud Web Client
Mobile Clients
7
7
6
9
7
8
2
2
9
9
1
2
and is focused on up- Visual Controls 8 8 8 5 8 1
selling to the traditional UI Interactivity
Technical Criteria Spotfire
8
Qlikview
8
Tableau
8
M icrosoft
4
SM I
8 1
Weight
Server+Cal license model Data Integration
Development
7
8
7
7
9
5
8
9
9
5
2
1
• None of the vendors 64-bit in-memory DB
64-bit Desktop Client
8
7
9
8
7
1
9
9
8
2
2
1
except SMI provide a Integration with GIS 8 6 9 5 0 1
platform for BI apps to be M odeling, Analytics
Data Mining
9
7
4
2
5
3
6
8
9
3
1
1
built and published to an M ultidimensional Cubes 2 3 7 9 3 1
App Marketplace VertiPaq Support
PowerPivot Support
1
1
1
1
7
7
9
9
0
0
1
1
Spotfire Qlikview Tableau M icrosoft SMI Weight
Total 270 273 275 232 279

29. Competitive advantage
Enterprise advantage
The proposition is focused on the departmental level manager who cannot easily or quickly enough get his own data
sources processed and analyzed by the IT department.
The SMI advantage is to provide the means for managers on their own to aggregate their data sources easily and
without any programming requirements, thereby saving significant time and cost in the on-going manual preparation of
data sources, along with the efforts to create reports and to interpret them.
Importantly, enterprise customers can opt to order SMI as a private BI cloud, where the application is installed and runs
on dedicated servers that are fully managed and supported by SMI. The private cloud version of SMI comes with the
CloudSeed platform for end-to-end development and deep customization of the data model, UI design, workflow,
approvals, permissions and much more.
As in the case of the SMB offer, the enterprise customer benefits from a SaaS pricing model based on a minimum
number of users and a 12 month contract that starts off as low as $2,000 per month.
SMI will be the first to be realistically able to deliver a highly scalable and high performing cloud BI service.
Delivering a solution by transferring knowledge
Established BI software vendors have shown little appetite over the last 5 years to embrace the disruptive potential of a
cloud based solution delivery, mainly in order to preserve their sales channels and expensive licensing. With regards to
the established pure internet play providers, becoming a business solution provider is too far removed from their focus
on the classic consumer or business-to-consumer services.
SMI will repeat the Salesforce example of finding a market niche as a result of the gap between the large software
vendors and pure internet players. SMI will gain fast market penetration and maintain an on-going advantage by
developing solutions that have an industry focus, resulting in a sustainable and predictable revenue model.
Importantly, SMI’s on-going advantage is its community of business analysts who contribute an extensive
library of re-usable analytical models across industries, allowing businesses to tap into not just software but
business knowledge.

30. Target markets
SMB issue: lack of resources and capabilities to implement a traditional BI solution
• little or no in-house analytical capabilities, in terms of available software products and analytical expertise
• attempt to measure business performance without applying required analytical methodologies and statistical models
• are unable, in most cases, to afford the price of a major consulting firm to set up a BI solution (consulting and
licensing, training etc)
• create analytics in Excel or tools that don’t allow an easy way to interpret data and to know what comes next
• depend on IT departments to create reports that are often outdated and miss-out on valuable data originating from
outside their IT systems
SMB value
• no software to invest into: sign up to a cloud service that analyzes your business and provides real intelligence
• no risk: no investment, installation or training service needed; either Free or Premium at less than $15 per
user/month
• immediate implementation: ready data connectors for different data sources and re-usable dashboards with pre-
built analytical models – user needs only upload his data
• ease of use: data visualisation and query engine allows user to freely explore and interact with data in order to
obtain insight
• mobility: track and measure performance anytime with cross browser and o/s compatibility including (Apple i o/s)
• knowledge transfer: re-usable analytical models (templates) with connections to top analysts around the word
without the traditional expensive engagement cost
• collaboration: drive decision making across stakeholders via integrated communication tools and distribution
channels that makes it easy to share concepts and test assumptions

31. Target markets
Enterprise issue: traditional BI doesn’t adapt well to the needs of many departmental managers
• need to aggregate and analyze data from a wide variety of data systems, with the ERP/CRM systems being just one
of the data sources
• managers often use a mix of tools like Excel to manually merge data sets and prepare their own data views
• IT dependence for producing customized reports is a bottleneck and costs time/money for allocating IT resources
• limited access to live analytics and insights means difficulty to communicate concepts and share findings
Enterprise value: save managers time to prepare analytics, consume and share insights
• save time for ongoing manual preparation of data sets and creating of new data views
• eliminate dependency on the IT department for creating customized analytics and dashboards
• communicate and share insights via live analytics for all stakeholders to understand and test your assumptions
• pay for SMI as a service within discretionary and departmental level budgets and with no need for special approvals
• use SMI as a public cloud or private. dedicated cloud with a higher level of customization, security and workflow.
News media: a large % of new stories have an underlying data analysis
The success of Google maps embedded into news stories shows a consumer desire to be able to interact with a news
story at the data level, to allow a user to test a writer’s conclusions, create and share his own. It fulfills an innate desire
for users to become the next great news analyst and have their voice heard in a more authoritative manner.
News media value: a more interactive way for readers to consume news stories
SMI provides news media organisations the ability to represent their stories in a more engaging and interactive
manner, thereby creating transparency and a richer user experience to their audience.

32. Business model
Editions
Delivered as a true cloud service, the pricing model is scalable and based on the parameters of:
• the edition being subscribed to - either Free, Premium or Enterprise
• number of users accessing the Workspace
• amount of data being stored on the server
Free Edition
SMI is for free with a limit of 1 user on the analytical Workspace with a limit of 100 MB per data upload and a total of
100 MB of data stored on the server. The Free edition allows a user to test out SMI without any commitments and
easily upgrade his account. It also encourages widespread exposure of the SMI service via the enormous community of
software developers, consultants and business professionals who need to analyze data for a variety of reasons and
intentions.
Premium Edition
SMI Premium starts at $15 per user/month with 500 MB uploads and additional storage that can be purchased. A
typical Workspace of 5 users with 2 GB storage would cost around $100 per month. The advantages of the Premium
edition are that users can share them with permissions based roles and within their own group. With a wider set of tools
that include running the analytics live within Office applications, embedding into web sites and corporate portals and no
limits on data storage, the Premium edition is targeted toward SMBs that need a low cost, fully private way to analyse
their business data.
Enterprise Edition
SMI Enterprise is a dedicated application site that runs on customer dedicated servers, with no limit on the size of data
uploads. The Enterprise edition is a comprehensive web application that comes with object modeling, user configurable
workflow rules and triggers, extensible and customizable permissions and user interface, approval flows, master data
management, document management and more. It enables a business to build virtually any kind of data repository with
automated processes to ensure data normalization and quality control before updating dashboards and analytics. As
an indication, 10 users on a private cloud would start at $2,000 per month on a 12 month contract.

33. Business model
Editions comparison
With an online account management and billing system,
customers can upgrade their account at any time as well
as change their tariff plan (from Free to Premium or
Enterprise).

34. Marketing
Approach
While the market opportunity is on a global level, there are significant differences based on market maturity and
penetration of cloud services in different geographies. Therefore, localized SMI versions will be targeted to different
audiences where demand is greatest.
For example, the SMI offer will be positioned as a cloud BI service for businesses in the US and UK where an already
strong adoption and understanding of cloud applications exists. However, in less evolved markets such as Russia,
China and APAC, SMI is presented as a business and social analytics service to the public and will be driven through
partnerships with marketing and news-media organisations focused on major industries such as finance, telecoms and
retail.
The approach is driven from a user’s interest point:
• do I want to analyze my business data for improving my performance?
or
• do I want to publish and syndicate an interesting analysis I created?
In the first scenario, SMI falls into the category of a business solution and will be marketed via professional service
companies, marketplaces (Apple/ Google App Markets), BI/analytical communities (1,180+ on LinkedIn), cloud services
providers and social networks.
In the 2nd scenario, SMI is a public social and business analytical service delivered via principally through news
syndicators to mass audiences. SMI will take advantage of an emerging trend for news stories to embed analytics
within the story, enabling readers to interact with the story via its underlying data.
In both cases, SMI partnerships with professional service companies, cloud service providers and news/media
organisations will be exploited to bring the SMI service to a targeted audience.
Importantly, the publishing of social analytics will play a key role in SMI’s inbound marketing strategy to attract
an audience, generate web traffic and create leads.

35. Marketing
Lead generation
To effectively reach its 2012 goal of 49,000 free users and 5,785 paid for users, SMI estimates its visitor traffic to be
between 325,000 to 490,000 over a 12 month period.
To bring that level of visitors to the site, SMI’s lead generation strategy will create an Extremely Compelling message
to selected groups where large audiences are found.
Lead generation is a key part of the execution plans that focuses on creating an inbound marketing strategy that
identifies easy targets, communicates an easy to understand message, drives traffic to the SMI site and captures
interest with a compelling proposition – resulting in a high conversion percentage of visitors into Free users.
Inbound marketing
SMI’s need for driving traffic and generating leads will be achieved via an
inbound marketing strategy that will expose SMI to a wide audience. The
advantage of the strategy will be to avoid running up big marketing costs
while increasing the ‘viralilty’ factor - where people will share SMI with
friends and associates and the exposure to SMI spreads virally.
The inbound marketing will achieve this by:
• creating social and business analytics linked to top stories that are
syndicated to news media organisations and web sites
• bringing to a targeted business audience, a special or vertical solutions
via trusted professional service provider
The viral strategy parallels digital content sites such as YouTube, Flickr and
others but it assumes a much different set of questions. It brings together
the concepts of digital content sites combined with an analytical service
(e.g. IBM and Google) in order to create a community of professional
analysts and consumers of analytics.

36. Marketing
Inbound Marketing via social analytics
With its professional community of analysts, SMI creates compelling
analytics on current and important new stories that agencies and users
can embed on web sites on a few clicks.
When users use the analytics on a news site, the SMI logo as a
publisher is visible and provides a link back to the SMI website for
readers to explore more interesting analytics.
Social analytics is a powerful and cost effective viral marketing strategy
that will drive traffic back to SMI.
With its professional community, SMI is unique in terms of providing answers to questions such as:
• How and when did Afghan War civilian casualties occur? What is the ratio of Civilian KIAs against Enemy KIAs in
different actions? Where did the actions take place and which units were involved? (source WikiLeaks)
• Which countries spend the most in terms of health care by GDP? By countries which spend the least and where is
the decline of health care services taking place the most over the last 15 years (i.e. hospital beds, doctor etc)
• Which of Van Gogh 3000+ paintings are currently in which US museums and are landscapes painted in Arles
region during the last 5 years of his life? Which of those paintings were sold for $50M, and can I view them in high
resolution images of 100 MB or more?
• What football teams in the Premier League score the highest percentage of first goals but loose matches? Which
team players are most valuable to a team, and if injured what is the % of games lost vs won for that team. What
weather conditions and locations impact on all the other variables.
• Which genes are most accurately linked to various diseases? What is the statistical accuracy of research that
relates a gene to a population group for a specific disease? What lifestyle and medical conditions have been found to
add a risk factor to an individual based on this genotype?
• What stocks in emerging markets are over/under performing over time? How do price movements correlate to
company P/E ratio, Liquidity, historical performance, profit margins, EBITD and more?

37. Marketing
Inbound Marketing via social analytics
In addition to capabilities for sharing and posting analytics
on social sites, SMI’s publishing engine enables a consumer
or reader to:
- create his own ‘data view’ from the analytics he is viewing
- export the data view to various formats (e.g. office apps)
- embed the analytics with his data view on any web site
where they run live with full interactivity
The viral power of distributed analytics is made possible by SMI’s publishing features that allow analytics to run live
on any site and over most devices, therefore achieving a high level of social networking as users share with each
other ‘data views’ on a story as opposed to text.
With data views being shared all over the internet, SMI analytics are consumed by a global audience with search
engine links referencing SMI.

38. Marketing
Inbound Marketing via business analytics
As well as social analytics, SMI will focus on verticals that it understands well and where partnerships are easy to
establish.
SMI has identified 5-10 areas where there is an immediate and pressing need and by providing a ready solution for
a targeted business audience will extremely simplify its task of delivering its message through communication
channels (search engines, business sites and partners).
To illustrate, here are several examples of partners who will promote SMI:
• Accounting firms: SMI will provide auditing templates that automatically uncover potential payment errors and
enables fast profit ‘recovery’ for companies to improve their bottom line
• CPG and Retail consultants: SMI will provide ready to use statistical models in retail analytical templates that
segment consumers by buying patterns (e.g. RFV) which will eliminate significant time for consultants to manually
create and update their own statistical models.
• Climate change groups: SMI’s re-usable maps and visual controls will tackle the issue of analyzing climate
change with a radically improved user experience that will engage communities on the causes and events
surrounding climate change.

39. Marketing
Inbound Marketing via business analytics as a solution
SMI takes advantage of the way businesses connect to
specialized service providers, associations, government
departments and social networks in order to expose specific
SMI solutions.
With the fact that businesses groups and associations have
an increasingly active presence on social and business
networking sites, SMI’s inbound marketing strategy
selectively targets:
- 1,180 Business Intelligence groups on LinkedIn
- hundreds of industry focused groups on business
networking sites (e.g. 250 Retail/CPG groups on LinkedIn)
- large accounting firms specializing in the SMB sector
- government sponsored programs promoting business
consulting services for SMBs
- professional associations where analytics play a key role
in information sharing between members e.g. climate
change sector
SMI’s built-in capabilities for viral marketing is one of the key product features that was designed especially for
creating a widespread audience quickly and inexpensively. The goal is to generate enough traffic without large
marketing expenses, with the result of achieving a touchless or low touch model on customer acquisition.

40. Marketing
Analytical community
To realise its goal of not just providing software but a way to acquire business knowledge, SMI has created an
analytical community that brings together business users with professional analysts. SMI will enable analysts and
consultants to package expertise and skills in the form of analytics, all at no cost; further, to have an efficient way
to engage and deliver services to an SMB market segment that is under served.
For SMBs that cannot afford traditional consulting, SMI provides an efficient way for businesses and experts to
collaborate:
• experts create analytical models in the form of templates and publish them for businesses to re-use
• business users test the analytical templates with their own data and request additional services from the analyst
With a comprehensive set of social networking tools, users will be able to join groups, meet experts and businesses –
all of whom have parallel interests and a desire to share knowledge.
Therefore, the SMI social analytical community of experts, analysts and users who look for deeper and more
interactive information across a broad spectrum of interests is the first of its kind anywhere.
A new form of social networking
SMI taps into an unfulfilled need and gap for sharing data based discoveries and, in the process, create a brand new
form of social networking.
With a data explosion taking place across the world and a ‘shortage of analytical talent’ to interpret it, SMI will make
business and social analysts out of any user who has an innate desire to find discoveries in the vast ocean of data.
SMI’s proposition to get analysts on board is based on social networking concepts where content tools are free of
charge. Similarly, SMI analysts will have free use for the purpose of publishing their analytics.
With a target of at least 2,000 BI groups on social networks with over 250,000 analysts plus University business
management schools in different part of the world (several of which are participating), SMI will attract a large number of
analysts who will join and create analytical content on SMI.

41. Management team
Key team members and roles
Prem Couture, CEO
Software technology entrepreneur, cloud computing visionary
Founder and principal shareholder of Cyscom Ltd, Mr. Couture invented a patented technology on how computer
graphics can be faster and more accurately recognized and processed by the human brain and developed the first
entirely browser based Data Analytical application capable of analyzing large data volumes, offered as a SaaS model.
He has developed and executed a strategy to develop and market a comprehensive Cloud Computing Platform with
applications to enable a cloud services business for IT companies, Telco operators and Consulting companies. Mr.
Couture will be SMI’s acting CEO and take on-hands responsibility for SMI’s product and business development
strategy.
Karl Watkin, COO
Serial Entrepreneur, Technology Sector
Karl is a serial entrepreneur with substantial experience of developing teams to deliver technologies from concept to
market listing. His previous businesses include; J2C Plc the UK's first B2B Internet market place, D1 Oils Plc Bio
Diesel joint venture with BP, Proton Power Systems Plc Hydrogen Fuel Cells, Sabien Technologies Plc, Building
Energy Technology, Helius Energy Plc bio mass electricity generation, Crabtree Group Plc printing technology and
China Gold Mines Plc one of the first Chinese businesses to list on the London market. As SMI COO, Karl will bring
his comprehensive experience in internet start ups in order to develop strategic alliances that will develop widespread
exposure and consumption for SMI services.
Vladimir Raag, Sales Director
IT Business Development and solutions consultant
Vladimir has 22 years experience in the computer industry, principally in the telecommunications and software
business with a major focus in consulting and solution implementation area. Vladimir was responsible for achieving
multi-million sales targets for HP Europe as the lead project consultant for delivering solutions to large enterprises
including Infineon, Deutsche Bank, Gazprom and the Central Bank of the Russian Federation

42. For additional information
contact us at: prem@cyscom.com