The Exchanges

Q So what does your security person do when they see somebody that is a potential intruder? Are they calling the cops? Are they like yelling through the camera? Hey buddy, back away. I, you know, I'm a, I'm a tough guy inside. You know, what are they doing to actually eliminate the threat?

A Yeah. So, so there's, there's a bunch of different things that, that we do. And, and, you know, you mentioned two things on, on kind of the ends of the spectrum, right? And it's a, It's kind of like an escalation spectrum. And so on one end, right? Like, Hey, I see a kid, right? That's the really most innocent thing. And the kids kind of like poking at the door. And so we have a juvenile protocol. Each of these things are in their own little protocol that we train the guards on. And that's part of what the technology does. The technology helps them know the, the potentially relevant protocols to engage here. And the, uh, and, and with a kid, you'd say, Hey, Hey kiddo, I see you're there. Do you belong here? Right. And that's kind of the softest just touch. Right. Then there's an adult that, that may be looking a little creepy. And then we say, hello, this is deep Sentinel security. Can I help you? And that way, if it does happen to be a friend or family, we're not insulting them. Right. So Sam's best friend from college that we've never seen before shows up and he decides that the right thing to do is go right up to the door and start looking through the windows without knocking. You know, that's the greeting he's going to get. He's going to know somebody is there, uh, but he's, he's not going to necessarily feel insulted right off the bat. If, if somebody shows up and they've …

AI assessment note: “It's kind of like an escalation spectrum... either that guard or another guard is contacting police.”

Q Okay. And so where are the other opportunities? Like, what do you call this model? I don't know what you call it, where you have like real, real people doing stuff.

A Yeah. So, um, the, the kind of like way to still be called a tech company is you make the human, the second part. So you call it human in the loop, that it's a technology loop. And there just happens to be a human for a tiny piece of the work, uh, versus a traditional services business where the human's doing everything. And so human in the loop, uh, it's being applied right now already in some other industries like cybersecurity uses it. So if they detect like it, what looks like an intrusion or like in the case of ricotta where they don't detect it until after it's done and the hackers release it, uh, you know, the, the, you know, that was a, that was a jab at them, but like, you know, the, the idea being that the computers can detect things that are kind of anomalous, but that the human really applies his or her intelligence to figure out the last little bit. So it's also being applied like in, in medical telehealth, right? So you have these experts and you use technology around them to make sure that you take an expert who could only generally be regional historically, but now a cancer expert because of video conferencing and, and, you know, uh, remote records and things like that can actually have a lot, lot more impact. Um, for us, what we think about are how do we take this in a security context? Cause we want to stay in security. And how do we expand that to a, uh, a vi…

AI assessment note: “So you call it human in the loop, that it's a technology loop.”

Q whatever, yada, yada, yada. And I tested it online on my Twitter handle. And I like did the secret sign. You can like put your hands above your head and do a sign. And someone checks and goes, hey, is everything okay? And it's just like pretty badass. And so I invited you on because I wanted to learn a little bit about this. Did I describe the company accurately?

A You nailed it, right? Like our, our motto really is, um, and one of our, one of our marketing gimmicks is that we make a, a t-shirt that says, oh, you have ring. Congratulations. Uh, you know, now you can watch people steal your shit. And that's, and that's literally kind of where, where Noah got that is that, I personally have, uh, I have a ton of cameras. I've been a camera fanatic for a long time and my neighbor had a home invasion. And so, you know, the, the, the neighborhood, it's a pretty safe neighborhood. We all freak out and we're like, you know, what, what can we do? We have the police come and I introduced myself. I'm kind of the head of the neighborhood watch and blah, blah, blah. So I, I asked the cop, I say, you know, look, my neighbor, she has all these cameras. She has an alarm system. You know, why did she still get a home invasion? And the cop who I'm now friends with, by the way, says like the rudest possible thing, which is, which is straight on point. He says, well, you're the tech guy. What did you think the fricking cameras were going to do? And it was like this moment of just utter eye opening WTF was I thinking you're right. Like they're just cameras and they don't actually stop anything. And so I spent the next five years building a product that turns cameras into something that can stop crimes.

AI assessment note: “You nailed it, right? Like our, our motto really is”

Q And that's kind of like what you're doing. And so my question is this, how do you scale that? And do you just think of a ton of guards and also what other services can I apply this to?

A So that's exactly the way that we think about it, kind of inside of our four virtual walls of the company. Um, so, so number one, the, the number one thing that we do to scale is that If you think about the, the old business of security, right? Like a guy or a gal sitting at a chair watching the entrance to, you know, a corporate building that is inherently not scalable, right? You have no levers because you have a physical chair. And what's neat about deep Sentinel and the, and the big kind of aha moment for me is that there's all this internet stuff that can sit between the cameras and the guards and, and when there's internet stuff, that means you can instrument it. That means you can, you can start measuring things and then, Like, uh, what I did at Amazon and my last couple of companies, you, once you have data, you can start optimizing it. You can start looking at what are the real problems? What are the things that aren't problems? How do I, how do I make the guards into super guards, right? Like, in fact, at our office, we have an iron man at the entrance. Cause that's, that's the way that we think about this is that our technology turns these, you know, regular awesome guards into super guards that can, instead of having Four guards protecting one property. You have one guard protecting a 101 guard protecting 200 properties because all of the, the, the AI filters out ev…

AI assessment note: “You have one guard protecting a 101 guard protecting 200 properties because all of the”

Q What are they stealing? They're just stealing mail or they're stealing something related to me?

A Um, they're, they're stealing wallets and mail. That's just typically checks. They're actually pretty careful. And when I say agriculture, like they're actually careful. So like, So when they put your mail back, it's very infrequent that you see them just throwing it on the ground. Cause that's that, that like ruins their, their agricultural area. So it's actually really interesting when you see the video, they're like, they open your, your door and then they're very careful when they put your mail back. Cause the last thing they want is for somebody to find out. And frequently, again, if you look at next door, what you'll find, and this is why deep Sentinel is needed everywhere is they'll go be like, oh my God, I went back for the last three months. And this guy's been coming every four days. And I only happened to notice this one time because he took something too valuable to me. And, and it's just this really consistent theme across America that your doors are getting checked. Your mailbox is getting checked way more than you're aware of.

AI assessment note: “they're stealing wallets and mail. That's just typically checks.”

Q And how many security guards do you have and where are these security guards?

A So we're, we're, we're bordering on like kind of the, the secret sauce here, but I'll tell you, we have a ratio of about one guard for every about a hundred properties right now. And that's how we make it so that it's affordable because, uh, it's a hundred dollars a month, kind of our starting price point. And if you think about like having a security guard at your house, if you happen to, you know, have a bunch of friends who are billionaires, for example, they're spending 30 to a 100,000 dollars a month for a security guard. And our, our entire point was like, that's just not attainable to most people, but security is really, really important. How do we make it affordable? And so we use AI and like a bunch of technology in the middle to make it so that we can have one guard protecting lots of properties at once.

AI assessment note: “we have a ratio of about one guard for every about a hundred properties”

Q That's interesting. How big is that? How, how big is that market of just checking in on how many doorman are there in New York?

A You know, you know, it's, it's, it's a great question. Actually, one of the most interesting things about this market is, uh, that it's, it's pretty big, right? So the alarm side's about twenty billion dollars. And then the guard side's like 20 to thirty billion dollars. But what, what deep Sentinel hits is like this really kind of weird seam where there hasn't been a solution at all ever. And that price points between about a hundred bucks a month and 10,000 dollars a month, there is nothing. And there's nothing there, not because there's no demand it's supply side constraint. There's never been anybody that's been able to create a product that has a price point in that price band. And so what we're finding is that there's just this huge vein Of untapped demand, right? Like a hotel. Let's use that example further. My friend happens to own a few hotels, and he was telling me it costs him 3000 dollars a month to have this guard who's kind of schlocky, to be completely honest. I don't know if that's an appropriate term on your podcast, but I've never, never heard that word. Am I the only Jewish person on here? So, uh, I don't know another word for it, but, but he's schlocky. So he's, he's kind of sloppy. He, he, you know, he, he's not really going to scare anybody away.

AI assessment note: “alarm side's about twenty billion dollars. And then the guard side's like 20 to thirty billion”