D1.

dotMD, Inc
500 Sugar Mill Rd, Suite 240-A
Atlanta, GA, USA 30350
tel : 770-649-8800
fax:770-649-4482
e-mail : support@thedomain.md

Leonard Ross, co-Chairman (nominated)
Anthony Butte, CEO
William R. Mayfield, MD, COO
Bruce Cox, CFO
Randy Floyd, CTO
R. Mark Lane, EVP

See other management under personnel narrative in section D15.1

William R. Mayfield, MD
dotMD, Inc.
500 Sugar Mill Rd.
Atlanta, GA, USA  30350       

D11

Exodus Communications, Inc.
2831 Mission College Blvd.
Santa Clara, CA 95054

dotMD, Inc. has demonstrated competence in TLD domain administration through our 25 year contractual relationship with the country of Moldova to manage the ccTLD, .md, operation of www.register.md,  (a URL registration site for the CC TLD.md), the development of web site solutions for individual and group practice physicians, and the construction of a MetaDirectory which aggregates medical resources (physicians, hospitals, relevant content, pharmacies, and physician-written content , etc.) around health conditions.

Products and Services (a description can be found at www.thedomain.md)

• Domain Registration.  As of the date of this document, there are over 10,000 active, registered domains in .md (excluding any Moldova registrations).  In addition to these registrations, dotMD Inc. has made significant progress in bulk URL sales within the medical community.
• Security.  To assume security of sensitive data, dotMD, Inc. has secured a relationship with a top-tier hosting facility, Exodus.  In addition, as soon as they are finalized, dotMD intends comply with HIPAA standards for privacy and security in the operations of both dotMD and dotLaw.
•   Web Site Hosting.  Physicians and other Healthcare entities leasing dotMD URLs wishing to do so, may choose to host their sites with dotMD, Inc.  Hosting includes e-mail addresses and FTP access.
• Duration of services  (please see section 13.1.3 below)

Healthcare has its own vocabulary and unique business needs. dotMD, Inc., believes that there is an increasing demand for a domain dedicated exclusively to healthcare that is intuitive to use, provides authoritative medical information, gives physicians and healthcare professionals an identifiable home on the web and provides a commercially neutral environment for the healthcare community. Their mission is to assure that healthcare has a home on the Internet.

dotLaw  will have a similar mission for the international legal community. This plan is outlined in detail in the Sponsoring Organizations Proposal which is part of this application

dotMD business operations are proprietary.
dotLaw business plan proposal is outlined in detail in the Sponsoring Organization’s Proposal

dotMD financial information is proprietary.
The relationship between dotMD and dotLaw is defined by the letter of commitment in exhibit “D” included in this proposal. The proposed revenue model for dotLaw is in the sponsoring organization’s proposal and pro-forma exhibit “A”.

There are roughly one million lawyers in the United States alone and an additional 2.5 million lawyers worldwide (communication from the ABA). There are roughly 44,000 law firms in the United States, the majority of which are small firms with no “in-house” information technology support facilities or services. Enhanced custom legal web presence tools for this market segment from  dotLaw will be welcomed by theses small firms.

In addition the legal community of ancillary services that supports these lawyers is at least of equal size and thought to be larger but harder to define.

The demand for domain names in general has been increasing exponentially over the past few years.That demand is expected to further increase over the upcoming years as the international community begins to play a larger role in the global Internet community. The legal community will mirror this growth trend. We believe the ultimate demand for domain names on a new dedicated legal gTLD such as dotLaw would at least be in the hundreds of thousands and may ultimately even exceed that once the address is fully branded.

The key to leasing names in the dotLaw domain will be to stimulate demand for the domain names by:

1. branding the domain in relevant media,

2. offering simple, valuable, bundled services, and

3. developing a legal MetaDirectory of services supporting the profession to drive traffic to and from the domain:

• Attorneys/other legal professionals
• Legal community vendors
• Consumers

• Internet content distributors

 The value for the attorney is a powerful presence in the only law domain on the web and to increase qualified client referrals.

The value for legal vendors, whether a bar association or a for-profit company, is a presence in the only law domain on the web and an opportunity to effectively market and interact with legal professionals and consumers.

The value for consumers is intuitive keyword access or single point of access to legal information and services. Search technology through domain level indexing instead of conventional search engines will make the information relevant to their geographic location, or to any location they enter.

dotLaw will be simply but powerfully branded using a stylized version of the actual domain name (.law), with an emphasis on the dot. The dot will be shown larger than normal, will have contoured characteristics, and the dot graphic will contain the text “dot” to clearly show our audience how to pronounce the name. The overall brand experience will communicate relevance, extensive knowledge, intuitiveness, and comprehensiveness.   

This branding will be reflected within professional and consumer aspects of the dotLaw domain. All sites within the dotLaw domain will prominently display our brand and be linked back to the MetaDirectory. 

dotLaw has three major target markets: the legal community, the legal services consumer, and Internet distribution partners.

The marketing plan will have several major components.

• A national marketing and branding campaign to establish awareness of the brand for consumers, the legal community, and the Internet community.

• Specific marketing to the legal community.

  • Marketing by demographic metropolitan areas, to get a high level of saturation in a contained geographic market. This marketing strategy recognizes that law is a local business, and local phenomenon. dotLaw plans to capitalize on that by marketing in a DMA and creating a local demand for the .law domain services.
  • As this program becomes successful, more demographic metropolitan areas will be added to build out the brand.

  • Direct marketing to the attorney will be through legal societies, professional publications, professional meetings, Internet, and direct mail.

• Specific marketing to the Internet community.
  • There are opportunities to co-brand with other Internet companies, to allow those Internet companies to feature their brands on the dotLaw domain. For example, a search portal may wish to buy a URL in .law and use that specific URL for their legal service offering.
  • Specific marketing to the consumer.
  • Mixed media campaign on a national level. Public relations placement of materials as news items and magazine focus.

 dotLAW will establish widespread awareness. We will encourage exploration and adoption through marketing communications directed to its primary constituencies. (See Media Campaign below)

The campaign will offer a powerfully simple, straightforward, honest, neutral, and effective solution to address the major concerns associated with todays crowded and confusing landscape of legal web sites.

1. Media Campaign. dotLaw will benefit from a powerful branding campaign directed to the following markets:
   1. Attorneys
   2. Bar associations
   3. Law industry
   4. Consumers of legal services

 The media mix is expected to consist of the following:

• Print, including selected consumer magazines and legal journals as well as business vehicles such as the Wall Street Journal to reach the investor community;
• Web marketing, including sponsorships, messaging opportunities, targeted e-mail, affiliate agreements, etc;
• Spot television in selected major markets.
• Direct print mail to selected legal industry organizations;
• Electronic billboards.

 

1. PR Campaign.  The PR campaign will support the positioning and awareness objectives as follows:

• Placement of feature stories
• Orchestrated "drum beat" of news releases designed to emphasize the perception of momentum.

 Distribution and Sponsorships

 dotLaw, Inc., will offer direct and indirect marketing of domain names. We will market domain names directly to: attorneys (including group practices), other legal professionals, support service providers and other law related organizations. Additionally, we will develop distribution relationships with legal societies and law related companies allowing them to provide domain names to their members.

dotLaw, Inc. will offer legal service companies the opportunity to market their products and services within the dotLaw MetaDirectory. A sponsorship could include placement on the  home page and/or navigational pages and dynamically generated sponsorships driven by consumer legal search requests.  

The value of a managed domain lies in the ability to organize the information in the domain before the domain becomes populated, and to manage the content and registration policies of the domain.

Information can be organized by keyword access at the top level, creating a horizontal organizing structure according to keywords. This structure, like a Dewey Decimal System, or an encyclopedic index, makes information easily accessible to all users who enter the domain. The information in the domain can be accessed by keyword, or the information can be indexed on a single page, or a search function from any page in the domain may be utilized. Those keywords are never to be registered to others, but are to remain the intellectual property of the domain for use in administering the domain architecture.

Content in .law must meet certain criteria. Any author who posts information on the .law domain will be required to support that information with peer reviewed literature. Therefore, anyone seeking legal information on the domain has assurance that the information is relevant and authoritative. Information that is promotional in nature must be clearly identified as such. This procedure is very familiar to all entities that participate in legal conferences and advertising in news magazines.

Please refer to D13.2.3 for this information.

The Registry service is composed of three basic components: the hardware, software, and customer support.

The hardware is leased from and maintained by Exodus Communications in the Sterling, Virginia, USA, facility. The hardware is housed in a very secure environment with limited access. Exodus provides expandable bandwidth, 24 hour reliability, on site hardware and software service, uninterruptible power supply, and redundant systems.

The software for the Registry is written by a combination of dotMD software engineers and Exodus engineers. dotMD has developed a proprietary registration process with logic to develop numerous second and third level domain names for any registrant. The Registration process is automated, with automatic credit card billing and automatic development of an IP address in the DNS.

Hardware and software support are managed  by Exodus, dotMD and dotLaw. Exodus is on site, and dotMD manages the Registry via T1 line from the Atlanta headquarters. dotLaw will have similar access from their Northern Virginia headquarters.

The system is easily scalable. The software scripts remain the same, and the system is expanded by the addition of more servers and storage. Please refer to inclusions for the technical diagrams of the initial hardware configuration.

Costs for leasing at Exodus Communications are approximately $75,000 per month initially, with costs expected to rise to $125,000 per month with expansion.

dotMD financials are proprietary.
dotLaw pro-forma financial spreadsheet is detailed in Exhibit A. 

The opportunity lies in creating a managed domain that attracts the profession and its supporting industry. There are several levels of opportunity. First is the ability to create a revenue stream on the basis of domain name registration. This baseline revenue stream should be adequate to cover hardware, software, marketing, and human resource costs. The second larger opportunity lies in the domain-to-business arena, where the Registry upsells services such as web development, e-mail services, data storage, and professional business to business product services. In a managed domain, there is the ability to congregate resources around a specific topic, all of which are specific to the domain, using the same set of tools throughout the domain. For example, around the topic of “divorce” the registry can aggregate attorney, client, community support organizations, and other  resources within the domain by the use of searches and links, all of which link back to each other around the common topic. All the sites have the potential to utilize the same “toolset”, such as is seen on a browser or an office suite, for uniformity of user experience and navigability. In addition, the value of the domain increases when the content policy and registration policy require a certain level of quality of material that is posted.

The downside lies in the inability to adequately market and register domain names to a level necessary to sustain the business. If there   is no demand for a legal domain by consumers or by professionals, then the registry would fail as a business. If .law fails to be branded as a comprehensive and premium site for legal affairs then migration from other generic TLDs would not occur at a high enough level and the business could not go forward. The intellectual property, registry, and DNS would have to be relinquished to an entity that had the independent resources to sustain it.

Organizational documents for dotMD can be confidentially supplied.
Organizational documents for dotLaw await final incorporation.

Randy Floyd has been Senior Vice President and Chief Technology Officer since August 2000.   Mr. Floyd has over eight years management experience during a fifteen-year career in technology operations and business development. Mr. Floyd was previously working as COO at Ideasolv, Inc. as Chief Operating Officer. Prior to Mr. Floyd was working with Starwood Hotels and Resorts, Inc. as Vice President of Technology Services from 1999-May 2000. Mr. Floyd was responsible for technology operations, client support, strategic planning, financials, office support, telecommunications, and system support. Prior thereto, from September 1997-January 1999, Mr. Floyd served as Vice President of Strategic Development at The MRC Group.  Prior thereto, Mr. Floyd held various global operations and technical services positions at Carlson Wagonlit Travel, Medaphis Corporation, OpenConnect Systems, and Holiday Inn Worldwide.

Mr. Floyd attended Memphis State University and State Technical Institute.

Moorthy Srinivasan
Director, Technology

Prior to joining dotMD, Moorthy worked as the Director of Brokering Technologies at VHx  in Atlanta, GA. While at VHx, he developed a strategic relationship with Hewlett-Packard on using E-speak technology in the healthcare industry. He was also responsible for personalization technology and the initial data model for the healthcare portal solution of VHx.

Prior to VHx, Moorthy worked as Data Warehousing Product Manager for Micros Systems, Inc., where he managed the development of a product using data warehouse technologies for the restaurant industry and as a Project Manager for Signet Bank responsible for implementing client-server projects. He also worked at McKinsey & Company as a Senior Specialist where he managed the development of various systems using Lotus Notes.

Moorthy holds an MBA in Information Systems from Owen Graduate School of Management, Vanderbilt University,Nashville, TN. He also holds an MS in Computer Science from Vanderbilt. He is a certified Project Management Professional from Project Management Institute.

Richard Parsons is responsible for network design, security, and web-hosting operations. Rick joined dotMD, Inc., in April 2000,       with 12 years of experience in the networking and telecommunications industries, most recently with BellSouth.net  where he managed the DSL Network Operations Center.

Rick holds a Bachelor’s degree in Management from Shorter College in Rome, Georgia.

Gregory T. Jones
Senior Java Developer

Greg Jones is responsible for developing and writing JavaScript Code.  Prior to joining dotMD, Greg worked for Pinnacle Software Solutions, Greenbrier & Russel, Equifax, MCI\WorldCom and GE information services.

Greg has extensive experience in HTML, Java, Oracle Web Server, PL\SQL, and C.

Steve Santandera
Java Developer

Steve Santandera is responsible for  server side database and Java development.  Prior to joing dotMD, Steve worked at the Georgia Tech Research Institute developing Intranet accounting systems. He has 7+ years experience in software development.

Steve has extensive experience in HTML, Java, Oracle , Apache Web Server, PL\SQL and Powerbuilder.

Gillian R. Norrie
Director, User Experience

Gillian Norrie is responsible for directing the dotMD user experience.  Prior to joining dotMD, she created the overall branding and vision strategy for VHx’s Healthcare Internet products.

Gillian has held creative design positions with Fletcher Martin Associates, The Coca-Cola Company, Molson Breweries, British     Petroleum, Wachovia Bank, and weather.com.  Gillian also operates her own interactive design firm, Garcan Design Inc., specializing in Digital Branding for The Home Depot, National Data Corp.- Health Services, Dr.Gaynor.com Child Welfare Institute, Health Science Media, Association of Bankers In Insurance, and Great America, Inc.

Gillian was educated at the Ontario College of Art in Toronto and the Ringling School of Art and Design in Sarasota, Florida.  She is an active member of AIGA and has taught Digital Illustration.

Andrew Faraca
Sr. Site Producer

Andrew was educated at the US Air Force College, receiving an Associate Degree EQ in Computer Applications with Supervisor and Management Training. Andrew also served in the US Air Force as a Computer Electronics and Communication Maintenance Engineer.

Before joining dotMD, Inc. Andrew was a lead developer with HealthExchange.com, a health vertical portal developed for John          Deer Health. Before HealthExchange Andrew worked with IXL to develop Home Depot's e-commerce.

Andrew has extensive experience in BBEdit, Flash, Freehand,   Homesite,  HTML, CSS, DHTML, JavaScript, and CGI.

Emily Haught
Site Producer

Emily was educated at Georgia Institute of Technology Atlanta, GA, receiving a Bachelor of Science in Civil Engineering with high honor.  Emily has also completed post-graduate work in Computer Science and Engineering

Before joining dotMD, Inc. Emily was a lead developer with Kinetic Design, Inc., working with a wide variety of industrial clients to design and implement web site solutions.

Carine Opsomer
Site Producer

Carine was educated at EGON College for Graphical and Economical Education, Belgium where she received a graduate degree. Emily's skills include pre-press, applications, printing processes, and finishing.

Before joining dotMD, Inc. Carine was a lead developer with   Kinetic Design, Inc., working with a wide variety of industria clients to design and implement web site solutions.

Darrell W. Baker
Jr. Marketing Designer

Darrell earned a B. S. in Graphic Design from Florida A&M University, Tallahassee. Darrell has over four years of experience in graphic design. Darrell has worked in the development and design of web sites, product catalogs on CD-ROM, corporate identity commercial print projects and cover design of four.

Mark Pavlovich
Director, Health Informatics

Mark Pavlovich brings more than 15 years of applied behavior  analysis experience to dotMD. Mark has extensive experience in          instructional design, program development, and analysis of enterprise metrics.  He has authored numerous publications and papers in education, rehabilitation, and medicolegal ethics, and has served as a consultant in the areas of performance analysis and enhancement, business process design and compliance.

Prior to joining dotMD, Mark was Director of Applied Health  Informatics at VHx where he developed a continuum of care, wrote physician decision support algorithms, and designed interactive metrics. Prior to VHx, Mark held teaching, research and management positions in developmental psychology and behavioral analysis. He founded the PSI Consulting Group and  developed the Disability Analysis DataBase – interactive workers’ compensation loss prevention tool.  Mark also worked as a subacute rehabilitation consultant for HCR/ManorCare.

Mark’s work in automated coma management received awards from Johns Hopkins and the Southeastern Traumatic Brain Injury   Research Consortium. He received a master’s degree in behavior analysis and therapy from Southern Illinois University-Carbondale.

Each technology must provide the ability to support a load of at least 1 million users or provide a clear path to achieving that goal without significant re-write of any application components.   For example, dotMD applications are being developed in a Java servlet & Enterprise Java Bean environment so that when the load becomes too great for the current servers, additional application servers can be added with no code re-write necessary.  The existing servers would continue to serve as web servers so that no existing  hardware is wasted.

Functionality

Any architectural component must provide significant value to our end customers.  This can take the form of either providing a         service directly to the client (i.e. web trend analysis reports for analyzing the traffic and behavior of end users on the site), or enabling dotMD to more quickly and cost effectively develop additional applications for our customers.

Open Standards

Adherence to open standards is key to our ability to take advantage of new technologies as they emerge and mature in the three areas discussed above. dotMD will participate in committees and standards governing organizations to stay current on emerging standards like Java and XML.

Development Methodology and Guidelines

Development of dotMD applications is facilitated by adherence to an object oriented methodology. dotMD applications and security are developed for the ubiquitous browser interface.  Because of performance and security concerns, the use of applets is tightly controlled.  To deliver an interface that fits these criteria and is still highly secure, dotMD applications require a minimum browser client level of Netscape 4.x or Internet Explorer 4.x.

Java Server Pages (JSP)

In order to provide a personalized user experience, many of the dotMD web pages are created dynamically.  The Java Server Page architecture allows dotMD to separate the presentation logic from the business logic functions so that multiple interfaces and applications can utilize the business logic packages and frameworks. This framework is utilized by all dotMD web based applications.

Java Servlets & Enterprise Java Beans (JRUN)

By developing applications as Java servlets & Enterprise Java Beans, we are able to develop highly scalable, distributed applications. The frameworks on which these servlets and beans are built separate session objects and entity objects which improve the scalability and performance of the system design.

DBMS

dotMD’s persistent data is stored in a database.  To ensure data integrity and availability, a backup database is managed on a          redundant server and kept current via the database server’s native replication capability. The database server is Oracle 8i running on Sun Solaris.

XML

Extensible Markup Language (XML) Technology is used to integrate data among various databases.

Web Server

We use Apache web servers on Sun Solaris.

Reliability

dotMD is committed to providing systems that are available 24x7. Achieving this requires that the architectural decisions are based on proven and stable technology.  Since some failures are inevitable, dotMD is implementing a highly redundant hosting environment. Architectural redundancy capabilities and contingency plans are developed for any potential failure.

Redundant Global Service Provider connections, along with a dually attached switched network backbone will provide constant Internet connectivity to our state-of-the-art redundant Web Servers and Database/Application servers. All servers will employ hot swappable RAID 5 arrays, and dual FastEthernet connectivity.

Security

Network Security

dotMD servers reside behind a CheckPoint Firewall system.  This dedicated firewall system utilizes a dedicated Sun Solaris UNIX kernel and CheckPoint firewall software.  Traffic that is deemed legitimate by the firewall is then inspected and subjected to an IP translation.  This process shields the internal IP addresses and network structure of the dotMD servers from any outside attacks. All inbound and outbound traffic is monitored, and unusual patterns or evidence of scanning or denial of service attacks are immediately detected and dealt with.

Application Security

dotMD has implemented a state of the art security infrastructure that provides roles-based access control, strong authentication and SSL encryption.  A user ID and password pair will authenticate the user.  All sensitive data transferred over the public Internet will be encrypted using Secure Sockets Layer encryption (Version 3.0).

Hosting

dotMD’s servers are hosted at a world-class hosting facility by Exodus Communications, Inc. (www.exodus.net) in Sterling, Virginia. According to International Data Corporation's April 2000 bulletin titled "Web Hosting Services: 1999 Market Share Assessment", Exodus led the industry. Exodus Communications is headquartered in Santa Clara, CA. They are the trailblazers in the Internet hosting business. Exodus had about 1700 employees at the end of 1999. They reported revenue of approximately $130 million for the    first quarter in 2000.

These world-class facilities are custom designed with raised floors, HVAC temperature control systems with separate cooling zones, and seismically braced racks. They offer the widest range of physical security features, including state-of-the-art smoke detection and fire suppression systems, motion sensors, and 24x7 secured access, as well as video camera surveillance and security breach alarms.

Within these facilities, Exodus is able to deliver the highest levels of reliability through a number of redundant subsystems, such as multiple fiber trunks coming into each Internet Data Center from multiple sources, fully redundant power on the premises, andmultiple backup generators.

Exodus currently operates a global network of Internet Data Centers in major metropolitan areas, with close proximity to major public and private interconnects to maximize connectivity rate and overall site performance. Currently, Exodus has data centers in  North America, Europe and Asia Pacific.

The domain is administered out of two facilities: the dotMD, Inc. headquarters and the Exodus Communications hosting facility in Sterling, VA, USA.

dotMD, Inc. is located in northern Atlanta, GA, USA in a high   tech office space that is wired for networks and optical fiber communications. They have T1 access in and out of the headquarters. In this 15,000 square feet of office space they house the executive team, management team, product development team, and the technology team. Here they have a test bed server environment for product development and testing. DotMD uses a combination of Apple and PC systems for design work, and PC systems for software engineering.

The Registry, DNS, and hosting environment are located at Exodus Communications at Sterling, VA, USA. Exodus Communications is a world-wide leader in web hosting environments. The building is constructed to be protective against ballistic attack, and to be protected from seismic disturbances. Access to the building is through bullet proof and ballistic proof doors. Only pre-authorized personnel are allowed access to the Data Center. Access to the Data Center is through two successive biometric palm scans simultaneous with placement of a validated magnetic card. Once in the Data Center, each server environment is isolated behind locked cages. Our servers are further protected by closed cabinets inside the cage.

The Exodus Data Center resides on raised floors in an environmentally controlled space. There is fire detection and protection 24x7. The entire network is monitored 24x7 by the on site Network Operations Center, which contacts dotMD immediately for any detected intrusion or function alarm. The Data Center is located on the Internet backbone to ensure good connectivity and very low end-to-end latency. There is redundancy in the backbone connections.

The Data Center receives power from two separate power grids. If one fails, the other takes over. If both grids fail, battery power takes over. If the batteries fail, there are three days of diesel generator power available.

Our servers reside behind a CheckPoint Firewall System. We utilize F5 geographic load balancers. The web servers are Apache web server on Sun Solaris boxes. We utilize a clustered environment for safety, speed, and failover. Our servers are configured to allow for immediate failover should any one server fail. We mirror all inbound and outbound traffic for intrusion detection and for backup.

Continuous backup is performed on the Exodus Data Vault back-up Solution.

dotMD contracts for three levels of intrusion detection, with the ability to go out and block the IP address of intrusion sources.