Had an interesting (and familiar) call with a potential client yesterday regarding a Penetration Testing proposal.
"We really like your proposal, but honestly, we are trying to figure out why you are so much cheaper than the other firm that we are looking at ... "
While it is not always true, I generally believe that there is some credence to the axiom, "you get what you pay for". It was obvious the client was of the same mind - so our notably lower price put us at a disadvantage We had a rather lengthy discussion about the issue, and as it is a conversation that I have had many times prior (as the higher priced vendor as well), and I have to assume others are experiencing the same issue, I figured it's a conversation worth sharing.
We agreed that there are 3 probable reasons for pricing to be "significantly" different across different vendors:
- Project Approach - Unfortunately, there is really no standard definition for a Penetration Test or Vulnerability Assessment. Very frequently we find notable differences in approach that have a very significant impact on the time required to perform a test.
- Personnel Cost - The hourly rate of the personnel conducting the testing are dependent upon a number of factors including organizational size, sales/marketing/project management costs, cost of the personnel.
- Equipment/Materials Cost - Every pen testing organization incurs costs for the tools and equipment (vulnerability assessment tools, laptops, pen testing tools, etc.) that they need to "recapture" across projects.
Project Approach
As we don't want to compare Apples & Pomegranates, it is critical that you really understand how each vendor defines a Vulnerability Assessment/Penetration Test. To help clients understand our definition, we have published very specific details of what each class of testing includes. In the conversation above we found that both our Vulnerability Assessment and Penetration Test were more comprehensive than our competitors. However, as our methodology employs statistical sampling (validated by 9 years of testing experience) we were going to actively attack less systems than our competitor. When we explained our rationale, the client agreed, and was satisfied that our approach would fully achieve their objectives.
Personnel Cost
We run a pretty lean organization. We don't employ a sales team; we prefer to have our consultants who actually perform or manage the work, work with clients to find the best approach. We are also lucky that the content on our website, recurring clients, and client referrals provide enough leads that we don't need to spend a lot of money on expensive marketing mechanisms (brochures, trade-shows, etc.). Because we don't need to pay for salespeople and trade-show exhibits the hourly rate we charge for our consultants' time is often a bit lower than our competitors.
Materials Cost
We don't use "junior" consultants; the least amount of experience that any of our current consultants has is 11 years. So, we don't need to employ expensive "automated" tools (e.g., Core Impact) to compensate for a lack of experience. Accordingly, we don't need to pass the ~$40,000 per year per consultant in license costs along to our clients.
So what do patios have in common with penetration testing? We recently had a patio built in our backyard. When I collected three proposals, two were very close in price, and the third was almost 40% lower. I was tempted to dismiss the lowest proposal, but instead asked the contractor to explain the price difference:
- Project Approach: He had structured the proposal assuming that we could make a slight change to the skirting on our current deck that would allow him to use a less expensive retaining wall in one part of the design as it would no longer be visible.
- Personnel Cost: He explained that as a smaller company they didn't employ separate designers and project managers. This means less "lost" time. Further, the designer who laid out the project would actually be the person onsite which also ensured that "nothing would be lost in translation".
- Materials Cost: They were using pavers that were sourced locally (NJ) where both competitors were sourcing them from Canada. The pavers were indistinguishable from each other and we wouldn't have to pay for the cost to ship thousands of pounds of pavers all the way from Canada.
Once I was comfortable that I was comparing "apples and apples" , it was time to "Trust, but Verify". I met with three references where the work looked great and the owners were all extremely satisfied.
Right now I'm a happy camper - adult beverage in hand, notebook on lap, feet resting on a patio that we are absolutely thrilled with (built by the lowest bidder!). I guess sometimes you can get more than you pay for!