Internal Service Description

Managed PC Backup

Introduction

Product Name: Managed PC Backup

Date: 07/09/2010
Contact: Luke Tucker
Department: Product & Innovation
Location: Brisbane
Email: luke.tucker@melbourneit.com.au
Telephone: +61 7 3230 7581

Document Revision History:

Date Revision Revised By

07/09/2010 1.1 Luke Tucker

Document Objective:
This document aimed for internal audiences, describes of the product/service and its purpose. It also explains the way in
which customers perceive a product when compared to its competition. This document is the foundation to creating all
sales and marketing communication collateral.

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Managed PC Backup

About the Product

What is Managed PC Backup?

Below is the Product Description which is an introduction to the product and aims to describe its purpose.

What is the Product Describe Why This Product is Required

Managed PC Backup is an easy to use SaaS (Software
As A Service) solution to securely backup important
data such as documents, images and databases via
both a remote and local mechanism.
a. Enormous pain in the consumer, SOHO and SME markets
caused by needlessly lost data. 90% of small business says they
intend to back up daily but only 51% do and 91% of consumer say
they intend to backup daily but fewer than 10% do.
b. PC Backup perfectly complements the Melbourne IT ‘one-stop-
shop’ strategy for SOHO and SME to get their business running
productively online.
c. A recent study (Aug 2010) showed that 93% of companies that
lose significant amounts of data shut down within 5 years.
d. Remote online backup is a growing global industry and it is
important MIT leverage their secure and trusted brand name to
take a slice of this market.

What is the Market Problem How The Product Solves The Market Problem

How can my business professionally and
securely backup our important data? Existing
solutions require too much effort to use and
often cost too much money to install and
monitor.
Managed PC Backup is an easy to use, inexpensive and hassle-free
solution. Pure software online backup – no hardware. SaaS that you
pay monthly with a low subscription. Every version of every file is
saved every night – (or immediately if you choose) and accessed
globally with just a browser.

Product Features & Functions

Product features describe the prominent attributes or characteristics of the Product. Product functions describe what the
product is used for. Below is a list of the top product features and functions.

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Features Benefits What problem does it solve?

Unlimited version history of all your

files
Accidentally over-writing that important file
Roll back to any version of any of is no longer an issue.
Powerful
your files.
Recovery Examine your tax records as they appeared in
Go back to the date you want to April the year before
restore your backup and recover
that snapshot of files & versions.

Engage Continuous Data Protection Spent your whole day making changes to that
Continuous
to have Managed PC Backup, important spreadsheet and your computer
Data
backup your files as soon as a crashes before your nightly backup runs? No
Protection
change is detected. problem with Continuous Data Protection.

Over 60% of households have more than one

computer – protect all your devices with one
Unlimited account
Backup as many computers as you
Number of
like using one account Removes expensive licensing costs
Computers

Scalable with your business.

Managed PC Backup ensures

Peace of mind over the protection of your
complete privacy and protection
Enhanced important data
Security & Uses a three-tiered encryption
Intelligent design that only backs up changed
Privacy system which encrypts data on
1’s and 0’s rather than whole files – minimise
user’s computer, again in transit and
storage transfer and money.
finally when at rest in storage

Unlimited Managed PC Backup does not delete

the file from your backup just 80% of data loss occurs due to accidental
Versioning &
because you delete it from your deletion. PC Backup keeps every file, forever.
Archiving
computer
Backup precisely what you want to Save on that important backup space and
Intelligent File
with easy to use inclusion / only save the specific folders or even file
Filters
exclusion features. types that you require

Run monthly, weekly, daily, hourly,
Flexible
or instant backup. Only run backup
Scheduling
when you schedule it!
Only back up when you tell it to, Managed
Backup doesn’t take up valuable CPU and
RAM system resources.

One Click File From inside the PC Backup Portal Never have a large email bounce again.
& Folder you can share files with anybody Share your already backed up data with
Sharing with an email address friends and colleagues

Because your data is being backed

Global Never be without that critical file again –
up daily to the server grid – you can
Roaming instant retrieval of your important data,
access your data anywhere in the
Access wherever you are.
world with just a web-browser

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Value Proposition/Unique Selling Point

A value proposition is a statement and quantified review of the benefits, costs and value that an organization can deliver to
customers and other constituent groups within and outside of the organization. The Unique selling point describes what
makes a product or service stand out from the competition.

Value Proposition Statement

By purchasing Managed PC Backup – I’m taking a proactive approach to protect my critical business data and my important
personal files. I will have complete peace of mind, knowing I am utilising an enterprise grade backup product for an
exceptional price. Now I can keep the money I would have spent on large infrastructure in my back pocket and put it back
into my business to drive future revenue.

Below describes the Unique Selling Points:

Competitive Differentiator

1. MPCB will keep every version of every protected file, forever, for free. This is not a single-copy storage product; nor is
it a ‘last 30 days’ service. Without taking into consideration the space used by versions in the calculation of used space
in the account, MPCB will keep every version, until the account owner deliberately deletes.

2. MPCB is connected to a worldwide grid of backup servers. These servers act as backups for each other so that a single
server does not become a point of failure in the protection of data.

3. MPCB come with a FREE local backup tool which is completely unmetered in its usage. This local backup tool is
capable of being used interactively with the online account to provide for FULL network protection; this includes
laptop fleets that are usually not on the network and network drives that do not have internet connectivity.

4. MPCB uses not only an account owner editable password system, but also three levels of encryption, plus proprietary
compression to safeguard the data during processing, transmission and storage.

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Product Bundling
Below are the list of products that the Product can be sold with

What other products Are there preset

What are the recommended bundles?
this can be sold with? bundles?

Web Hosting & Domain Names are the shell of getting a business online.
Web Hosting / Domain
Any serious business needs to incorporate backup to ensure their data is No
Names
safe.

Managed Exchange Never lose another email again. No

Location of Product Offering

Below are the list of Sales Territories and Channels that the Product can be offered to.

Melbourne IT Web Central

NO YES

Australia / New Zealand Europe Asia US

YES NO NO YES

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Product Limitations
1. Below are the Product Limitations

Limitations

1. With the current Server End build there is a number of reports of being restricted to files sizes below 500Mb when
recovering through the MyAccount system.

2. With the current client build there is reason to think that file counts higher than 500,000 in a single upload list cause
problems.
3. At its essence the client is intended to backup data. It does not have the ability to capture (of itself) a brick level
recovery image, or, system state image for server recovery. Of course, system state images can be backed up, but the
capture of the image must be by a 3rd party measure. Similarly, Microsoft Exchange and Microsoft SQL databases are
backed up by backing up their own local backup file.

Price
Below is the RRP in relevant currencies

PLAN SIZE RRP

Number of GB’s AUD (Per / Month)

1 GB $ 4.30

2 GB $ 7.50

5 GB $ 15.50

10 GB $ 30.00

20 GB $ 58.00

50 GB $ 125.00

75 GB $ 183.00

100 GB $ 239.00

250 GB $ 497.05
Unlimited GB Special 30 Day Offer $ 250.00

Discount Policy/Rules
Below are the Discount Policy/Rules
DOA POA

Melbourne IT Group See Policy & Risk Assessment sheet to be provided.

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The Market

Target Market

Below table describes the top industry segments of the target market/user.

Rank Top 5 Industry Segments/Verticals Description

1 Finance / Insurance / Banking / Stockbroking Financial & Securities

2 Health / Medical / Fitness / Community Services Medical or wellness organisations can also include lifestyle

3 Travel Hotels, Travel Sites, Tourism Operators

4 Building & Construction Small Tradesperson through to Large Enterprise

5 Property / Real Estate Services Small to Commercial Agents

Below table describes the triggers/events on the buying decision of the target market/user.

What is The Main Reason Why They Describe The Triggers on the Buying Decision
Will Buy it?
Security / Peace of Mind Large risk involved when business data is not backed up. Peace of mind
knowing data is safe.

Value for Money Prices starting from as low as $4.30 a month – complete security for the price
of a cup of coffee

In-House No Development skills or ongoing maintenance required.

Ease-of-Use/Service Backed by 24/7 support system

Quality Data is backed up to multiple data centres in Australia. Very reliable with
consistent performance.

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Below table describes who the target audience would be

Rank Target Audience Description
Likely to be attractive to every small business that stores files electronically. The old
alternatives to online backup (tape backup) are often time-consuming, expensive,
1. Small Business Owner
sometimes insecure and complex. In contrast, Managed PC Backup is cost effective,
secure and easy to use.
Many small businesses, particularly professional service providers, have regulatory
requirements to store data for an extended time period. E.g. – some medical
2. Regulatory Requirements practitioners are required by law to keep a copy of all patient records for seven
years. Vertical markets that are likely to have regulatory requirements include: legal,
finance, medical, accountants, real estate agents.
Many small businesses that depend on IT systems have a local backup solution that
often consists of a tape backup system which needs a staff member (or contractor)
to regularly (often daily) remember to run a backup and rotate the tapes with offsite
3. No More Tapes copies. This is expensive and time consuming. For these sorts of businesses,
Managed PC Backup is likely to be very attractive once the customer compares the
TCO versus their old approach. The key influencer is most likely to be the most
technical staff member in the office

It is expected that many prospects are likely to have a strong interest in online
backup solutions because they’re still feeling the pain from recently losing files due
4. Learnt the Hard Way to a disaster (E.g. Hard drive failure, theft, etc.). Therefore it might be worthwhile to
target these prospects with the marketing campaigns (E.g. PPC keywords = hard
drive failure, undelete, file recovery, etc.).
With the low entry price ($4.30 per month) it’s likely that many consumers may be
interested in choosing Managed PC Backup to backup their photo collection and
5. Photo Keeper other personal files on their home PC/laptop. While the product will serve this
purpose very well – the fact that WebCentral have mostly business customers means
that they’re unlikely to be the dominant segment.

Competitive Advantage
Below table addresses who the competitors (that are in direct competition) are, and describe what their product offering
is. It compares the features and functions offered by competitors vs. MIT/WCG.

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Feature comparison table:

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List the competitor pricing:

Plan Managed PC Backup T-Suite Variance/Description

Plan Size AUD (Per / Month)

1 GB $ 4.30 $ 0.00 +

2 GB $ 7.50 $ 14.00 -$6.50

5 GB $ 15.50 $ 18.00 -$2.50 ++

10 GB $ 30.00 $ 30.00 $0.00

20 GB $ 58.00 $ 45.00 +13.00 +++

50 GB $ 125.00 $ 76.00 +49.00 +o

75 GB $ 183.00 $ 0.00 +

100 GB $ 239.00 $ 0.00 +

250 GB $ 497.05 $ 0.00 +

+ No Equivalent Plan @ T-Suite

++ T-Suite Equivalent plan only 4 GB
+++ T-Suite Equivalent plan only 15 GB
+o T-Suite Equivalent plan only 30 GB

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Dates

Launch date
27/09/2010 – Product (Marketing) Re-Launch.

Internal Processes and Operations

Provisioning
1. How is the product provisioned? Is it automated or manual intervention required?

Automated Manual

Yes Yes
Directly injected via API Some elements of the trial offer require manual interaction
to perform upgrade to commercial account

2. How do Resellers order the product?

Mission Control White Label

Yes Yes – on request

SLA’s
A service level agreement (SLA) is a part of a service contract where the level of service is formally defined. In practice, the
term SLA is sometimes used to refer to the contracted delivery time (of the service) or performance.

1. Below is the outline of the standard/general conditions that apply to the product

Product Feature / Method of Measurement Service Level

Function
Web Server availability Determined by HTTP Test on each web server 99.9% of all connections to the designated
for web servers used for used for SOS Online Backup. Performed no less port from the monitoring node must be
SOS Online Backup and than once per fifteen minute period. Calculated successfully connected and an HTTP
SOS Application as monthly average across all tested servers for session established between the target
SOS Online Backup. server and the monitoring node

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Finance/Billing
1. How will the customer be invoiced/billed and how often?

Frequency In arrears Pre-Paid account Other

Monthly No N/A N/A

Reporting
1. How will the Product be reported?

Daily Report Weekly Product Report Monthly Product Report

No Yes Yes

2. How is the Product tracked?

Method Description

Active Trials Can be tracked via SOS Reseller Portal

CP&A Reporting Weekly & Monthly CP&A Reporting

Item being reported on Reporting Format

Total Revenue YTD Dollar Figure YTD

Total Revenue Last Month Dollar Figure

Total Revenue Last Month – Growth Over Last Year Percentage Figure

Number of Accounts Last Month Figure

Number of Accounts Last Month – Growth Over Last Year Percentage Figure

Average Account Value Last Month Dollar Figure

Average Account Value Last Month – Growth Over Last Year Percentage Figure

Number of Activations vs. Deletions YTD Graph

Percentage of Activations vs. Deletions YTD Graph

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Legal and Terms

Supplier and Key Supplier Terms

rd
Below describes the supplier relationship if a 3 party supplier is used. It aims to describe the type of
relationship/partnership and list any high level requirements.

Who is the Supplier/s What are the key Supplier terms Agreement Type – it wholesale or
referral

Safe Offsite Pty Ltd (SOS) N/A Licensed Reseller Agreement.

ACN 108 414 302 of 66 Coveys Road,
TINBEERWAH, QUEENSLAND, 4563
AUSTRALIA

Key Customer Terms

Below describes the customer terms.

Key Customer Terms

30 Day Trials

1.

T&Cs link
Below is the link to the customers’ Terms and Conditions
http://www.webcentral.com.au/onlinebusinesstools.php?p=managedpc&t=productnotes

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