Samuel Fricker, Ph.D., is a professor at the University of Applied Sciences Northwestern Switzerland (FHNW). Samuel is heading a team of researchers and developers with in-depth experience of cybersecurity in the Swiss digital infrastructure and banks. Samuel knows SMEs from the inside out as he has worked in SMEs and created multiple startups in his career. In the SMESEC project, Samuel and his team are researching the adoption of good cyber security practice for SME and adherence to these practices. Samuel's team embeds the knowledge in the digital Cybersecurity Coach, a component of the SMESEC framework, that helps SMEs to discover cybersecurity needs and implement lightweight actions for thorough protection.