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-## 8 Heimdall
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-COMPANY NAME: 
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-APPLICANT NAME: Santiago Saavedra Lopez
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-TEAM COMPOSITION: A group of natural persons
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-WEBSITE: https://heimdall.cloud 
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-COUNTRY: Spain
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-PROJECT SECTOR: ["Energy & sustainability","Open Innovation"]
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+## Heimdall
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+- COMPANY NAME: *No company incorporated so far*
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+- APPLICANT NAME: Santiago Saavedra Lopez
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+- TEAM COMPOSITION: A group of natural persons
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+- WEBSITE: https://heimdall.cloud 
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+- COUNTRY: Spain
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+- PROJECT SECTOR: ["Energy & sustainability","Open Innovation"]
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 ### CORE TECHNOLOGIES: 
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 ["Distributed ledger technologies","Peer to peer technologies","Others"]
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-Providing a self-hosted privacy-focused cloud alternative by decentralization of services
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+Providing a self-hosted privacy-focused cloud alternative by decentralization of data
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 ### PROJECT BRIEF DESCRIPTION
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 Heimdall is a trust-enhancing platform that enables the use of decentralized and auditable applications that provide a self-hosted alternative to the widespread usage of third-party cloud services for users who care about their privacy.
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-Our initial offering will be a small device that users can connect in their home and start using their own fully-owned cloud-like services such as email, calendar or storage without third parties hosting any private content.
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+Its initial offering will be an appliance that users can connect in their home and start using their own fully-owned cloud-like services such as email, calendar or storage without third parties hosting their private content.
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 It will include a marketplace to install applications and keep them updated. Apps must be only free software, in order to ensure privacy and third-party auditability.
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-Our goal is to make a self-hosting appliance for home use that is easier and more convenient to use than managed services.
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-A decentralized network that allows encrypted communication between Heimdall devices will allow seamless integration with the Tor network and further value-added services, such as a trustless P2P backup system.
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+Our goal is to make a self-hosting device adequate for home use that is easier and more convenient to use than managed services.
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+A decentralized network that allows encrypted communication between Heimdall devices will allow seamless integration with the Tor network and further value-added services, such as a trustless P2P backup system in the future.
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 ### BUSINESS MARKET
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-Our initial target is privacy-concerned people; e.g., activists that needs privacy protection, lawyers and journalists that need to be cautious because they manage sensible data; and developers because they know how SaaS manage our data and they are concerned about it.
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+Our initial target is privacy-concerned people; e.g., activists who need privacy protection; lawyers and journalists, who need to be cautious because of the sensitive data they handle; and the developer community who know how SaaS manages our data and they are concerned about it.
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 The market is growing very fast: e.g., ProtonMail has grown from 2 to 10 million users in 2018, DuckDuckGo queries are growing exponentialy close to 500K monthly and there are more than 2 million users in Tor everyday.
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 ### BUSINESS MODEL
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-- Hardware sell: Clients can buy a device and install apps from the Marketplace.
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-- Subscription: Clients can subscribe to get application updates, technical support, off-site encrypted backups and high availability for certain selected applications even when internet connection is down in their homes.
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-Part of the subscription revenue will be shared back with the community to foster innovation and incentivize apps to build for our own infrastructure, supporting our, and their healthy growth.
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+- Upfront sell: clients will buy the hardware. Some features will be available "free forever".
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+- Subscription: for future value-added services that will need our infrastructure to be provided, such as technical support, off-site encrypted backups or high-availability on selected applications (even when connection is down in their homes).
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+We expect to share part of the subscription revenue with the community to foster innovation and incentivize apps to build for our own infrastructure, supporting our, and their healthy growth.
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 ### TEAM EXPERIENCE
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-Pablo and Santiago have been working together since 2009 as hacktivists in FOSS technologies and both founded VACmatch, sports startup. Pablo is actually running Arengu, another startup; both have a lot of experience running businesses.
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-They work with Sofia, an experienced designer, in Trackula project to raise awareness and to show how web pages are tracking users and they have been awarded by Spanish Data Protection Agency in the “Personal data protection investigation” category by their work in Madrid MediaLab-Prado. They were invited to Data Commons Lab and SummerLab2018 in Tabakalera (San Sebastian) to research about privacy, where David joined the team with his large experience in hardware technologies.
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-Trackula presented its work in FOSDEM 2019 and started to work with Cliqz to integrate it in another tool to identify data leaks in webs and at the same time we are working with a group of international partners to use Trackula to investigate and report GPDR infractions in webs.
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+Pablo and Santiago have been working together since 2009 as hacktivists in FOSS technologies and both founded VACmatch, sports startup. Pablo is currently running Arengu, another tech-based company. Both have assisted to several acceleration and mentorship programmes and have experience starting up businesses.
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+They've worked with Sofia, an experienced Designer, Illustrator and Architect, in Trackula, an citizen-science awareness project to show how web pages are tracking users, and have been awarded by the Spansih Data Protection Authority (the Spanish Data Protection Agency) the second prize of the "Personal data protection research prize" for their research work in Madrid talking about GDPR technical difficulties on the web. They were later invited to the Data Commons Lab and SummerLab2018 in Tabakalera (San Sebastian, Spain) to continue researching on privacy awareness, where David joined the team with his large experience on the hardware side of the technology.
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+Trackula jointly-presented its work in FOSDEM 2019 with Local-Sheriff, and started to work with Cliqz to integrate it in another tool to identify data leaks in webs and at the same time we are working with a group of international partners to use Trackula to investigate and report GPDR infractions in webs.
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 ### FUNDING NEEDS
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-Mainly the LEDGER grant will be used to cover salaries to allow co-founders to work full time in this project.
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-The remaining of the budget will be used to develop the hardware device, including the cost of prototypes to test this project in a real environment; to invest in different marketing approaches, like using digital marketing or running physical actions to raise awareness around privacy issues and data leaks, including travel to attend and talk at privacy-related events.
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+Mainly the LEDGER grant will be used to cover personnel costs to allow co-founders allocate time to work in this project.
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+The remaining of the budget will be used to prototype the hardware device, including the cost of materials and assembly to test this project in a real environment; to invest in different marketing approaches, like using digital marketing or running physical actions to raise awareness around privacy issues and data leaks, including travel to attend and talk at privacy-related events, and the needs of the program itself.
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 ### STRATEGY AND SCALABILITY
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-There is no easy to use alternative to SaaS clouds, there are some competitors as The Helm (not open source/not easily auditable) and FreedomBox (not focused on energy-efficiency, lack of usability and integration, complex auditability).
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-Other alternatives could be NAS-based segment as MyCloud but these kind of devices are too technical for an average user and they lack integration with privacy-enhancing technologies.
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-We will sell online using a strategy based on high quality content creation, running physical events to rise awareness about privacy and contributing to communities, giving talks, participating in citizen labs and partnering with NGOs and activist groups. We are already participating in events because our goal is to be a reference in the privacy world.
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-Heimdall will be an easy to use privacy and self-hosted cloud, adding community projects and allowing users to deploy decentralized applications to help distributed and federated services as Tor or Matrix in its growth.
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+Current SaaS systems have been investing large on being scalable, when storage capacity is clearly linear with usage. Since our product bears the cost of capacity in a distributed manner, horiziontal scalability is already a premise of the system. Our greatest concern is about upgradability: if a user wants more storage or performance, we will want to design an upgrade strategy that can be as seamless to the user as possible.
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+Since we will offer free software services, the strategy to grow as a product will include engaging with communities and helping them scale too.
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+For value-added services that may require external infrastructure, we will provide the software so that users can avoid our infrastructure and set services up themselves, if they desire not to have us as a possible point of failure. Users who trust us as a provider will have some traffic routed through our systems. We will take care of scale concerns in a way similar to other SaaS providers for these systems, but we will design them to minimize traffic and information passed through us.