Blueberry Hill Communications, Inc (Bluehill.com) is proposing the new TLD .kids. This section, Registry Operators’ Proposal, includes basic business information, statement of capabilities, current products, proposed products, past financial statements and financial projections.

The proposed business model relies upon basic subcontractor principles for back-end support, accounting, marketing and legal services. Customer service can be provided either directly through Bluehill.com or by a contract vendor as volume dictates. In either case, Bluehill.com professional staff will oversee subcontractor operations to maintain continuity and quality for Bluehill.com’s .kids customers.

Blueberry Hill Communications, Inc is a California Corporation, as established on November 6, 1998 and approved by the Secretary of State for the State of California.

Bluehill.com will utilize an Advisory Board to facilitate the organization, growth and delivery of its product and services. Advisory Board Members shall be comprised of persons with substantial backgrounds in business, finance, public relations, legal, child advocacy and social issues. In addition, the Advisory Board will include a child between the ages of 11-14, to provide advice and input regarding Internet issues facing children. Below is a list of Board Members that have agreed to serve in this capacity (an organizational chart for the Advisory Board is included in Appendix C:

 

Tim L. Traff, Managing Partner: Desert Springs Investments. Traff manages over $500,000,000 of assets invested in public and private equity, fixed income, limited partnerships, hedge funds, commercial, residential and industrial real estate, foreign equities and currencies. He was the Co-founder, Board Member and Executive Vice-President Corporate Development for USFilter, the largest water and wastewater treatment company in the world. Company listed on N.Y.S.E. with annualized revenues exceeding $5 billion. USFilter was sold in April, 1999 to Vivendi, a French based $40 billion dollar global conglomerate for $8 billion in cash and assumed debt.

Richard R. Oliphant, President Affiliated Construction. Oliphant has been a major developer in the Palm Springs (Coachella Valley) marketplace for almost 40 years. His projects have equaled billions of dollars in economic growth and impact to the region. He has developed country club and golf course projects in California, Arizona and Puerto Rico. His most recent development is the Indian Wells Tennis Garden, which is the 6th largest tennis tournament venue in the world, and hosts the Master’s Series Tennis Tournament held each March. The tennis stadium venue was delivered in less than 12 months from beginning of construction at a cost of approximately $80 million.

William T. Powers, President & CEO of First Community Bank. Headquartered in Indian Wells, CA, First Community Bank has over $600 million in assets. Powers has been the President & CEO since 1993. He has an established banking and finance background with Bank of America and El Dorado Bank. Bill is active in the community by serving as the Chairman of the Bob Hope Chrysler Classic, Desert Community Foundation and as a Director of John F. Kennedy Memorial Hospital

Thomas Topuzes, JD, President Thomas Topuzes & Associates. Topuzes has a wide range of finance and technology experience in banking and law. He carries his previous experience as the Chief Administrative Officer of Valley Independent Bank ($752 million) and as Regional Administrator for the U.S. Small Business Administration to his current practice as a marketing, finance, governmental and technology consultant to utility companies, "dot.coms" and financial institutions.

Kay Hazen, Vice-President Mine Reclamation Corporation. Hazen has over 20 years experience in the fields of corporate strategy and public/government relations in health care administration and real estate development in Illinois and California. She holds or has held a variety of for-profit and charitable organization board positions including: President, Nortel International Film Festival; Chairman, American Heart Association Desert Chapter; President, Palm Springs Chamber of Commerce; Regional Access Project Foundation; Agua Caliente Tribal Development Authority; Braille Institute; CV Childcare Consortium. Ms. Hazen is also a 1999 recipient of the nationally sponsored businesswomen’s Athena Award.

Michael Bracken, President & CEO Coachella Valley Economic Partnership, Bracken brings 10 years experience in the field of business expansion and economic development. He has successfully assisted such companies as Mitsubishi, Toyota, and Eagle Hardware. Further, Bracken has served on project teams for recruitment including National Semiconductor, Heilig-Meyers, OfficeMax, Starbucks, AutoZone and Lasco Bathware.

Gary Eastbrook, Partner/ Technical Director dezign.com, Eastbrook has over 20 years of experience in the management and operations of projects and companies in system development, integration and software engineering. He has served as an international consultant for U.S. companies requiring technical due diligence activities for their Internet and e-commerce mergers and acquisition plans. He has been commissioned by the World Bank to develop a project risk analysis and contingency planning methodology for the year 2000 to produce a world standard for the developing countries for an accurate assessment of preparedness.

To be announced Professional in field of social sciences and child development. Selected individual shall have primary experience in identification and treatment of organizational social issues facing youth.

To be announced international representative who is a recognized children’s advocate. Names under consideration include Rosie O’Donnell, Bill Cosby and similar international figures.

To be announced student between ages of 11-14 whom will serve one-year terms on the Board of Directors to assist Board in understanding Internet and communication issues facing young teens. Young person will have "title" of Honorary Chairperson of the Board.

Thekidsregistry.com is a division of Blueberry Hill Communications, organized as a California Corporation. Craige G. Campbell owns 100% of the stock within Blueberry Hill Communications, Inc.

Management Team:

Craige G. Campbell, President & CEO. As the Founder of Blueberry Hill Communications, Campbell has over 5 years experience in web hosting, domain name registration and e-commerce platform design. The company model that he founded and implemented has shown a profit from its first day, making Blueberry Hill Communications a technology leader with respect to product and service delivery. Prior to forming Blueberry Hill Communications, Campbell served as International Portfolio Manager for Franklin Management Group, managing investments of over $100 million.

John Palmer, Chief Technology Officer. Palmer is currently responsible for all Blueberry Hill Communications websites and products as they are marketed via the Internet. He has provided marketing and operational solutions through his ability to both direct and personally implement HTML, CGI, UNIX, Perl and Visual Basic. His experience base includes e-commerce development for Gannet Publishing and Entrepreneur Magazine. He has successfully designed and implemented training solutions for M&M Mars, Cablevision and Moore Business Solutions.

Diane Dunn, Director of Customer Relations, Dunn is currently Director of Customer Relations for Bluehill.com with significant experience in establishment of customer policies and directing implementation to effectuate quick information and directional response via both email and telephone. Her background is in customer service with Century Cable and Bank of America.

William Healey, C.P.A. JD, Chief Financial Officer, Healey is a Senior Partner with the Accounting Firm of Maryanov, Madsen, Gordon and Campbell (no relation). He has been with MMGC since 1986 and provides accounting work for a number of technology and professional service based companies. His professional affiliations include American Institute of CPA’s, American bar Association, and the California Society of CPA’s. He provides community support as a member of Eisenhower Medical Center’s Planned Gifts Committee.

Kenneth R. Benbassat, Legal Counsel Loeb & Loeb LLC, Benbassat is a partner in the Los Angeles office Loeb & Loeb’s international law firm. He concentrates his practice on general corporate, securities, transactional, commercial and international business matters and has been in involved in the structuring and documentation of numerous mergers and acquisitions, joint ventures and licensing transactions.

Lea Goodsell, Co-Founder President Kiner Goodsell Advertising, Lea is the Founding Partner of Kiner/Goodsell Advertising based in Palm Desert, California. Her practice focuses in the three areas of advertising, public relations and e-commerce. KGA clients currently include a host of e-commerce platformed companies, international hotel/resorts, casinos and golf equipment manufacturers.

To be named, Chief Operating Officer, Bluehill.com will hire a Chief Operating Officer to be functionally responsible for day to day operations upon award of TLD. The incumbent will have significant experience in Registrar and Registry services with an ICANN accredited company.

Bluehill.com has operated using the subcontractor model for data storage and redundancy since inception. Among Bluehill.com’s formalized alliances are the following:

Bluehill.com is providing ICANN with the following list of business and credit references:

 

Bluehill.com serves over 50,000 domain users in 100 countries worldwide. Operations include development, support, customer service, and billing for all currently offered services (UNIX/NT Web Hosting, Dedicated Linux/UNIX/NT Servers, Name Server Host Registration and DNS Zone Access Accounts, and Domain Name Registration).

Core capabilities include the development of world class hosting and domain registrar services; web based customer service, order fulfillment and billing systems, as well as technical automation and extensive up-stream systems integration.

Custom applications Include:

Web based control panel "VIC: Virtual Internet Companion" system which runs as a server daemon process to integrate a "nobody" Apache client PERL application with root level resources for easy client management of account logging, e-mail, and statistics information securely.

Custom SQL driven data systems using MySQL and PERL DBI for "Atlas" customer management system to allow clients to securely manage billing and technical account information via SSL secured web based interface to MySQL database engine with complete billing history. Backroom utilities for staff to manage client requests in an organized timed manner for management review and optimization.

Monitor network to poll key network services and paging system in case of emergency downtime in the event of a systems inability to auto-recover from a failure.

Banner system with individual affiliate performance reports, long-term banner / affiliate performance tracking.

Web services integrated database driven sales, order, and service systems to ensure consistent service technical/billing specifications.

Virtual Name Server product allowing clients to easily manage name server zone files via a well documented and "typical usage optimized" custom command set in a fully functional shell environment.

Domain name registration system based on MySQL Database and custom PERL5 DBI interfaces used to power both 4Domains.com as well as our custom domain name resale network. Includes order, billing, expiration tracking resources and integrates with remote Melbourne IT registration interface to NSI com/net/org TLD SRS (Bluehill.com is still in process with Verisign Global Registry Services - formerly Network Solutions - for direct access). Domain name reseller system includes web based control panel as well as documented LWP interface information and demo site for backend client integration with our system.

All are the products of in-house development capabilities.

Services offered:

UNIX Hosting (Starter Package, Hosting Pro)

Products developed in-house to provide lost cost web hosting services. This product line illustrates custom developed automated setup and secure customer resources management (E-Mail/Logs/Stats/Etc.) systems.

NT Hosting (NT Starter, NT Advantage, NT Advantage, NT Pro)

Products developed in-house to provide Windows NT based web hosting services. This product line illustrates the operating system flexibility.

E-Commerce (E-Host, E-Merchant)

Illustrate the integration of in-house products (Starter Package, Hosting Pro) and Miva E-Commerce applications (Miva Order, Miva Merchant) to create extended account functionality through established industry accredited systems integration. The system also illustrates automation and license management capabilities.

E-Commerce (UNIX Virtual Server 1-3, E-Pro)

 

Products illustrate the resale ability of Bluehill.com marketing to offer remote vendors services with extended customer service and support beyond original vendor. Source Vendor: Internet Servers, Inc.

 

Dedicated Servers (Linux Deta 1-3, NT Deta 1-3)

 

Products illustrate the resale ability of Bluehill.com to offer remote vendors services with extended customer service and support beyond original vendor. Source Vendor: Verio Advanced Web Hosting.

 

Virtual Name Server Aliases

Products illustrate reseller awareness by offering name server registration to mask resellers of our services.

Virtual Name Servers

Products illustrate reseller awareness, bulk service discount, and custom interface/systems development. By offering discounted name server zone file access resellers gain direct zone file access at substantial discounts by removing our staff requirements in a managed zone creation/management system for direct name server access in a secure shared environment among many users.

Domain Name Registration

This service illustrates Bluehill.com’s capability to integrate with upstream providers (Melbourne IT) and manage long term service billing (from 1 to 10 year billing cycle) and also to extend the level of customer service and reseller discounts to smaller vendors who do not do enough business to acquire the discounts we can given our volume.

The duration of provision of services and products range from monthly services to annual services, with domain name registration reaching a 10-year service provision level.

In addition, we manage close to 400 channel partners and affiliates who resell or offer our services from their websites.

Blueberry Hill Communications (Bluehill.com) was formed in October 1995 as a sole proprietorship (incorporated in 1998) to position itself for the coming Digital Revolution. Founder Craige Campbell realized the phenomenal growth potential that the Internet represented and accurately predicted that the Internet represented sweeping changes in the way people interacted with one another and the way people do business.

Originally formed as a production company and database integrator, Blueberry Hill Communications was awarded its first contracts in 1995. By early 1996 the industry was experiencing phenomenal growth and existing providers were struggling in the transition. Bluehill.com focused on procuring existing technology and delivering it to the consumer with the highest level of customer care available and. remains one of the few web hosting providers that provides live responses to customer inquiries.

Bandwidth is leased from qualified outside data centers. Data centers are selected only after they have proven that they meet Bluehill.com’s stringent requirements for security, quality of equipment, staffing, support and reliability. This multiple site selection strategy provides Bluehill.com with several powerful advantages:

1. Multiple data centers can be utilized to maximize security and increase reliability and accessibility.

2. State-of-the-art technology offerings are constantly available to customers. Data centers can be changed as quickly as one day if the need is identified to move to a more powerful or more current technology.

3. Large equipment purchases or leases, often obsolete within three to twelve months, are avoided.

Understanding the combination of high technological advantage and old-fashioned customer care has allowed the Company to develop a competitive edge in the retail arena without being the low cost provider.

The Company first began to sell Virtual Internet Servers in July of 1996 providing customers with nearly all the functionality of dedicated computers at a fraction of the cost. A Web Hosting solution designed for the mass market was introduced in mid 1997.

Bluehill.com was granted Network Solutions Gold Premier Partner status in 1998 for the quality and quantity of Domain Name registrations the Company had achieved collectively and on a monthly basis. Bluehill.com ranked as one of the top partners in customer’s paying Network Solutions because of the quality of our customer base. The large registration volume was accomplished through direct advertising and the development of a successful Domain Name Affinity Program. The Affinity program has over 500 web sites offering Bluehill.com Domain Name services around the globe. Bluehill.com was the first major domain registration service in North America to implement and offer 67 character registrations and multi-year terms. Bluehill.com was one of the first signed channel partners of Melbourne IT.

 

Bluehill.com has five years experience in Internet specific development and service provision. The primary focus for the business is on systems development for large scale hosting services, name servers, mail servers, and security/performance.  Also in development is ICANN Accredited Registrar NSI interface. Bluehill.com has extensive PERL5 experience on the UNIX/Linux platforms with a strong background in Sockets and automation.

Hosting service web based control panel "VIC: Virtual Internet Companion" system http://bluehill.com/hosting which runs as a server daemon process to integrate a "nobody" Apache client PERL application with root level resources for easy client management of account logging, e-mail, and statistics information securely.  Limited network accessibility and highly encrypted authentication scheme with a 0% violation tolerance w/ "Stealth" staff notification to avoid violators knowledge of the breach discovery, no logging, and notification is hidden within typical machine activity systems.

 

Custom SQL driven data systems using MySQL/PERL for "Atlas" https://atlas.bluehill.com customer management system to allow clients to securely manage billing and technical account information via SSL secured web based interface to MySQL database engine with complete billing history. Backroom utilities for staff to manage client requests in an organized timed manner for management review and optimization.  Systems include extensive logging and security systems, as well as automatic daemon monitors to ensure machine reliability and automatic failure recovery. In the event of key software failure automatic process restart, staff notification, and error log parsing w/ notification.  Standard dual hard drive/database activity logging systems are installed on this system to provide daily backups and indefinite database activity logging in a form that be can applied to archived databases for incremental updates in case of failure.

Monitor network http://monitor.bluehill.com/ (MySQL/PERL) to poll key network services and paging system in case of emergency downtime in the event of a systems inability to auto-recover from a failure.  Also logs connection / response performance indefinitely for long term performance analysis and reliability testing.  System includes PERL GD generated graphs to visualize machine performance.

Banner system http://banners.bluehill.com/ (MySQL/PERL) with individual affiliate performance reports, long term banner / affiliate performance tracking.  PERL GD generated bar graphs to visualize banner performance. Customizable report output fields, user selected data time frames for past and present reports.  Due to the huge growth of this system a custom database archival system was developed to boost live performance and still include all past source data for long term reporting.  Statistical performance analysis with live load projections based on current data to facilitate future planning.

Web services integrated database  (MySQL/PERL) driven sales, order, and service systems to ensure consistent service technical/billing specifications.  Consolidated database system was designed for facilitate large-scale web site updates w/o manual technician attention and wide staff level accessibility including less technical staff.  Also includes order-reporting systems to identify sales trends spanning client data such as name, remote IP, account type, and affiliates/resellers.  Includes user-defined timeframe to set an optional report start and or end date to compare with television, radio, and Internet banner advertisement campaigns.

 

Virtual Name Server product (MySQL/PERL) allowing clients to easily manage name server zone files via a well documented and "typical useage optimized" custom command set in a fully functional shell environment.  Allows typical Internet user to quickly enable DNS services for a domain with one single command.  At the same time allowing fully capable technical users complete access to zone file pointing record manipulation, as well as providing zone file syntax checking while still overriding TTL/SOA/Serial Number with a managed dataset to ensure data validity and balance update propagation with name server machine load.  Functions in place to prevent cross user data conflict/manipulation.

Domain name registration system based on MySQL/PERL interfaces used to power both http://4domains.com/ (Blueberry Hill Communications, Inc. d/b/a 4Domains.com ICANN Accredited) as well as our custom domain name resale network http://bluehill.com/registrarpartner. Includes order, billing, expiration tracking resources and integrates with remote Melbourne IT registration interface to NSI com/net/org TLD SRS (still in process with Verisign Global Registry Services - formerly Network Solutions — for direct access). Domain name reseller system includes web based control panel as well as documented LWP interface information and demo site for backend client integration with our system.

System specifications at:

"http://demo:demo@BLUEHILL.com/cgi-bin/register/specifications.cgi"

Demo integration site w/ source code located at:

"http://demo:demo@dnschoice.com/"

Reseller system (MySQL/PERL) supports live and test SRS implementation for new client installation and debugging. Includes resource usage reporting, low credits warning, last login IP & time, domain idea generator to suggest domain variations in case of preferred domain unavailability - common :^). Long term usage reporting with selectable output restrictions.  Web interface for quick "Virtual Name Server product" usage w/o shell login. Live registration processing with immediate return code to confirm domain acquisition or error code defining error type with all data CGI parsable with documented regex patterns to check.  Ease-of-use user defined form field "defaults" for easy registration of multiple names under the same/similar owner information.

The company has extensive background and experience in Sendmail, Bind, Apache, PERL, MySQL, BSDI and FreeBSD Unix, and Linux, HTML, and graphic design.

Blueberry Hill has provided web hosting/mail/DNS service for over 40,000 domain names since its inception.

The proposed business model relies upon two basic contract functions, back-end support (and a contract inbound customer support call center. Further, Blueberry Hill Communications is substantially capitalized to fund the growth of current operations though a combination of hiring full-time key managers and line staff while contracting with full-service inbound call center providers to provide customer on a 24/7 basis.

Management: the management team for thekidsregistry.org (".kids") has been established and named under Section 13.1.6 of this proposal.

Key professional staff will be recruited using the resources of the one college and three universities located within the region. The following provides a description of the labor availability with respect to new recently trained graduates for line professional staff:

California State University, San Bernardino

California State University at San Bernardino (CSUSB) is located within a 75-minute drive of the Coachella Valley. CSUSB serves over 12,000 students of whom over 40% are enrolled in Business/Public Administration including Management Information Systems. Additionally, CSUSB has a presence with an extension campus in Palm Desert within the Coachella Valley serving over 2,000 students. This university is within 5 minutes of thekidsregistry.org (".kids") corporate offices.

University of California, Riverside

University of California, Riverside (UCR) is located within one-hour of the Coachella Valley. UCR serves about 11,000 students and offers over 88 undergraduate and 32 master’s degree programs including a host of programs offered through the A. Gary Anderson Graduate School of Management. UCR will also begin operation of the Richard Heckmann Center for Entrepreneurial Studies within 5 minutes of thekidsregistry.org (".kids") corporate offices.

 

 

University of Redlands

University of Redlands is located within one hour of the Coachella Valley. The University is a private-college of just under 2,000 students. University programs are concentrated on the Arts & Sciences.

College of the Desert

College of the Desert (COD) serves over 15,000 students for those seeking Associate Arts Degrees or preparing themselves for a four-year university. Programs include a host of business and administrative subjects. COD also offers specialized job training programs for area employers through their Workplace Learning Resource Center.

Additionally, the United States Marine Corps operate the largest technology and logistics military establishment with one hour of the corporate offices of thekidsregistry.org (".kids"). Spherion Personnel Solutions has prepared a recruitment plan for line professionals and customer service support that utilizes this bed of qualified tech-skilled labor.

Hiring Policy

Thekidsregistry.org (".kids") as a division of Blueberry Hill Communications, Inc. has an established Employee Handbook that provides for certain policies as Equal Employment Opportunity, Business Ethics and Conduct, Immigration Law Compliance, Conflicts of Interest, Outside Employment and Non-Disclosure.

Legal counsel has reviewed our employment policy for consistency and compliance with Federal, State and Local hiring laws and codes. The entire Employee Handbook is attached as Appendix E of this proposal.

Employee Training

The proximity of one college and three universities provides the opportunity to design and implement specialized outsourced training programs in a time period as short as two weeks to bring either new or current staff up to date on developments within technology delivery. At this time, an agreement has been reached with the College of the Desert Center for Technology and Economic Development for this program. The campus is located within ten minutes of thekidsregistry.org (".kids") offices.

Additionally, the management team that has been selected is skilled in hands-on directional training often needed in organizations that focus on technology delivery. The management team will be required to participate in ongoing technology, organizational and personnel training to assist in the delivery of the highest level of productivity from their team.

Corporate Facilities/Space

The current location of Blueberry Hill Communications has excess capacity for an additional 8-10 employees. The current location will be utilized for initial planning and pre-sunrise of thekidsregistry.org (".kids"). The actual launch of the new venture will occur in a planned new office complex located in the heart of the region, in Palm Desert, CA. (Appendix F: Letter of intent from Wilson-Johnson Commercial Developers). The new office complex is estimated to be 20,000 square feet and will be leased by thekidsregistry.org from a consortium of investors who have agreed to own the building.

Business Insurance

Hartford Spectrum

Hartford Plaza

Hartford, CT 06115

$1,000,000

SCF Insurance Services, Inc.

8246 University Ave

La Mesa, CA 91944-3839

Professional Liability Insurance

Evanston Insurance Company

Ten Parkway North

Deerfield, Illinois 60015

SCF Insurance Services, Inc.

8246 University Ave

La Mesa, CA 91944-3839

$500,000

Along with domain name registration for the new TLD, the company will offer the following additional services:

Developed by Bluehill.com to provide lost cost web hosting services. This product line illustrates custom developed automated setup and secure customer resources management (E-Mail/Logs/Stats/Etc.) systems.

Developed by Bluehill.com staff to provide Windows NT based web hosting services. This product line illustrates operating system flexibility.

Products illustrate the integration of Bluehill.com products (Starter Package, Hosting Pro) and Miva E-Commerce applications (Miva Order, Miva Merchant) respectively to create extended account functionality through established industry accredited systems integration. System also illustrates automation and license management capabilities.

Products illustrate the resale ability of Bluehill.com marketing to offer remote vendors services with extended customer service and support beyond original vendor. Source Vendor : Internet Servers, Inc.

Products illustrate the resale ability of Bluehill.com marketing to offer remote vendors services with extended customer service and support beyond original vendor. Source Vendor : Verio Advanced Web Hosting.

Products illustrate reseller awareness by offering name server registration to mask resellers of our services.

Products illustrate reseller awareness, bulk service discount, and custom interface/systems development. By offering discounted name server zone file access resellers gain direct zone file access at substantial discounts by removing Bluehill.com staff requirements in a managed zone creation/ management system for direct name server access in a secure shared environment among many users.

This service illustrates Bluehill.com’s capability to integrate with upstream providers (Melbourne IT) and manage long term service billing (from 1 to 10 year billing cycle) and also to extend the level of customer service and reseller discounts to smaller vendors who do not do enough business to acquire the discounts we can given our volume.

Domain name registration will be offered at the Registry level at a rate of $35/domain/year rate.  Domain name registrations will be offered w/ variable registration/renewal terms from 1-10 years. Domain name registration, at this level, is Registry-to-Registrar only.

Thekidsregistry.com will offer the following value-added service options in addition to basic domain name registration and we will also encourage future Registrars to offer extended services of their choice to maximize product value and stimulate completion within the brand, and throughout the industry.  To ensure each registrar has the option to target their marketing differently, according to their preferences (additional services will not be required, this will allow a broad range of service and price points to be offered throughout the TLD).  Value minded clients might prefer the low cost of registration-only registrars, which streamlines offerings and overhead and allows registrars to focus on their price-point. Other clients may choose a more service-oriented registrar with optional services and extensive customer service.

World-class web based e-mail giving the client an e-mail address that matches their domain name: anyname@YourDomain.kids.  

Allow businesses of any size, small or large, to look big.  Kid's E-Mail is the quickest way to establish a professional on-line identity. Kid's E-Mail matches clients e-mail address with their Web Address so that when they send or receive e-mail they use their company's name - not their Internet Service Provider's!

Simplified on-line process to set up and configure Kid's E-Mail box(es). Each mailbox includes up to three alternate name aliases, examples:

The branded e-mail address will reinforce the client’s Domain Name and company name with each message.  Kid's E-Mail is business strength, Web-based and offers competitive features. Remote access from the office, at home and on the road. Clients can send and receive e-mail from any computer connected to the Internet. As with all products Bluehill.com offers we provide experienced on-line, email, and phone support.

1 page Web site client can customize on-line. 

Kid's Portal is a 1 page Web site or a "virtual business card." It’s the easiest, quickest way for client to promote their business or organization on the Web. The customized page displays essential contact information and provides an instant on-line identity.

With no technical expertise - clients can build a 1 page Web site. Our easy-to-use web based tools guide clients through the layout/content process. Clients can choose from a variety of templates, and custom text area to type whatever they want.  Client can customize the fonts and backgrounds to create a unique page.

The Kid's Portal puts the clients Web Address to work immediately and without any of the time or expense required to launch a full Web site.

Designed for clients who have a web page already created and active located on a dial-up provider's server or other free web hosting services.  Allows client to have their domain name automatically forward to the URL of their choice.  This is an established service throughout the industry with great client response.

Allows clients to point their domain name to the IP address of their web server, or any their computer with a static IP address (non-virtual host) without the delay and client hassle of modifying delegation details each time the domain holder changes web hosting providers.  This is an established service throughout the industry with great client response.

The cost to offer this service is $0.60/Year per domain. Server will hold over 30,000 Kid's Pointing accounts for each machine.  Lack of additional resource load allows efficient processing. Elements of this system will also serve as technical components of the "Kid's Email", "Kid's Portal", and "Kid's Forwarding" services

*Note: while value added services have been priced at the consumer level and cost out with respect to both front and back end support, they are not included in the stated proforma projections. Such projections can be provided to ICANN if so requested.

Statement of Projected Quarterly Revenues and Expenses at 10%, 50% and 90% confidence is Appendix H. Revenue model is based on market projections and assumptions that are included as finance notes and assumptions.

 

D13.2.3. Market

Bluehill.com has examined TLD extension demand on a historical level to make market projections for its business model. According to DomainStats.com, there are currently 28.7 million domain names have been registered by 350 million Internet users worldwide. Over 64% (17.8 million) of the domain names that have been registered are .com. Bluehill.com is projecting that over the 3 phase roll-out (48 months total) in our 50% confidence model that 12,660,000 names will be registered. This projection is also partly based on the number of "kids" "children" and "family" sites that are currently operating. Our projection of 12.66 million registered names is extremely conservative considering the current growth rate of the Internet and domain registration.

The target market for the "sunrise" period is corporations and entities that have specific claim on either copyrighted or famous names. These corporations and entities will eligible for the "Affidavit" or "Enhanced Registration" process. Beyond the Sunrise period, the target market is both businesses and individuals seeking to have a presence on the Internet directly geared toward children and families. It is believed that aftermarket software companies may meet market demand for browser blocking software that allows users to be restricted to ".kids" sites in an effort to provide for a segment of the internet directly concerned for children and families.

In current market demand terms, 50% confidence of 12.66 million domains over a 4 year process represents 3.6% of the users within the Internet community. It is estimated that Internet will expand some three fold in the same period providing for some 1.1 billion users, thus reducing the market penetration of user to domain registration to 1.15%. We believe our projections are appropriately conservative. By comparison, according to DomainStats.com, .com is currently at a 5.1% penetration, .net is at .009% penetration, .org and .uk at .006 % market penetration.

Brand identification is important to driving domain registration business and will be the focus of .kids TLD marketing efforts. Traditional marketing tools will be utilized to establish and strengthen the image of .kids.

Word of mouth can never be replaced as the most credible medium. In today's world, however, word of mouth is now "word of mouse," information delivered via an ideavirus which keeps growing and spreading.

It took 28 months for Netscape to get to 10 million users - and Hotmail did it in 7 months. How? Friends told friends about Hotmail, and it was successful seemingly overnight. Launching and nurturing an ideavirus will help us achieve our goals.

This plan is designed to motivate potential participants to talk to one another. If something is new, different, and exciting, people want to know about it, to be a part of it. The fashion is now to be in fashion, and ideas are the way we keep up. .kids is a new and exciting idea, and we intend to implement a marketing plan that makes it desirable for people to share .kids with one another.

 

• To generate 20,000 domain name registrations per month during the "sunrise" period of operation.

• To generate a total of 400,000 domain name registrations per month during months 4 — 12 of operation.

• To maintain a level of 300,000 domain name registrations per month through the second year of operation.

 

Develop and implement a coordinated marketing plan which encompasses advertising, public relations and promotion.

Take advantage of public relations opportunities that will exist throughout the application process and ultimate awarding of the sponsorship of a new TLD.

Create a brand personality for .kids that competitively positions it in the market.

Create a tangible personification of .kids to enhance the brand personality and reinforce a positive image.

Break through the advertising clutter with unique messages, media placements and promotional opportunities.

Create brand awareness of .kids among Fortune 1000 and international companies that own established or well known trademark names.

Establish corporate sponsorship programs to link large corporate entities to the brand and promote establishment of a .kids portal.

Solicit affiliations and collaborations to form strategic alliances.

The target market for .kids is any company, organization or individual that considers kids, and by association their parents, a viable audience. Audiences include companies that have traditionally marketed directly to children, such as Disney and McDonald's; companies that market to parents of children for products and services, such as Pampers and Carter's; companies that wish to garner a favorable impression among parents and governing entities by providing worthwhile content for children, such as Waste Management providing information on recycling, etc; non profit organizations who provide health or support information, such as the Juvenile Diabetes Foundation or children's hospitals; smaller businesses who may wish to address the kids market; parents; and kids themselves.

The .kids TLD marketing efforts will be implemented in phases designed to generate a high volume of domain name registrations.

Phase one marketing begins 60 days before registration opens and lasts from three to nine months.

A favorable decision and acceptance of the .kids proposal will generate significant interest from media, corporate, governmental, charitable, non-profit and advocacy groups around the world. The interest generated from an opening announcement will form a strong base on which to build awareness around the world.

We plan to leverage this favorable public relations for the first 90 days of operation and add traditional marketing activities such as broadcast e-mail, targeted direct mail, and radio/TV advertising as needed to insure adequate reach to generate target volumes.

Phase two of the marketing program seeks to advance the brand name via the creation of corporate sponsorships to establish a.kids portal. This site would serve as a safe and secure entry point for kids of all ages to link to appropriate content and resources.

Sponsorship, or partnering, with .kids will allow a company to create an emotional bond with its customers. In addition, corporate sponsorships will fund public service announcements, newsletters, contests, kid news, information and promotion for the site while cross supporting the brand .kids.

Advertising during this phase will primarily be direct marketing to corporations, with collateral materials that explain the benefits of the potential strategic alliance with .kids.

The era of the mass audience is gone. Instead, companies are narrowcasting, tailoring specific messages to small, targeted segments. Sponsorship is an effective vehicle for this type of individualized communication. Opportunities are divisible by age, income, geography and gender. They segment markets along geographic, ethnic, psychographic and demographic lines. Sponsorship allows companies to hone in on the niche market that .kids offers.

Sponsorship rights will vary with differing levels of sponsorship. Rights may include:

Sponsorship levels will range from $250,000 to $1 million annually. These sponsorship revenues have not been included in the statement of projected quarterly revenues and expenses as they are reserved for development of the .kids portal.

Phase three of the marketing program targets individuals and small businesses seeking to register a domain name. Advertising will include print ads in e-magazines and general business publications such as Time, Newsweek, USA Today and similar publications in the U.S. and international publications such as Pangea, the IGN Interactive Global News newsletter which is a monthly online magazine with international marketing news, Bloomberg, which is a large compendium of global business and financial news as well as general consumer publications such as People in multiple languages. At every phase, press releases will also be issued through services such as PR Newswire as well as News Team International, a UK-based service which sends news stories and photos to media organizations worldwide.

These ads will include .kids corporate sponsor logos. This association with powerful brand icons such as Disney will help give .kids instant credibility with the rest of the potential registrants.

During phase four of marketing plan users of .kids sites, children and their parents will be targeted. Advertising will be two-pronged in order to reach both audiences.

Advertising vehicles will include magazines oriented to children 10 years and older, such as Seventeen Magazine and Teen People; magazines oriented to parents, such as Parent Magazine; and others of a similar nature worldwide.

This advertising will not only help boost usage of the site, but also encourage continued interest on the part of content providers. Corporate sponsors will also be encouraged to enhance their sponsorship by also promoting of the portal site.

---

KINER/GOODSELL ADVERTISING

 

Based on the market analysis presented in D13.2.3, we believe kids will be the most sought after, most inclusive TLD offered to date. Our market includes; business, education, families, government and entertainment. Additionally, any group with a charitable arm will be encouraged to secure their domains during the roll out phase. With domains currently being registered at an approximate rate of 1,000,000 per month (according to DomainStats.com) we project .kids representing at least 30% of new secured domains. The following are demand expectations at the various confidence levels:

Bluehill.com is prepared to provide an immediate capital infusion of $500,000 to launch thekidsregistry.org division (".kids"). Since the business model is based on a subcontractor agreement for backend support with reciprocal redundancy provided directly through Bluehill.com, start-up capital is kept to a minimum and is immediately available without angels, venture capital from outside firms and IPO’s, thus insuring the stability of the internet by providing ICANN with the capability to launch upon award and demand.

Because Bluehill.com is currently operational and profitable with substantial cash reserves, and the staff of Bluehill.com is highly experienced in domain registry services, the intellectual resources are available for launch. Based on the demand and profitability analysis provided, the resources outlined above will be necessary at 10%, 50% and 90% confidence models.

Bluehill.com currently uses a variety of locations around the world to locate web servers for web hosting and DNS services. We expect to continue to use these vendors for their services in offering the new TLD. We would like to stress that we have long standing relationships with these companies.

Vendor:

Verio - Advanced Web Hosting

5515 Cherokee Ave

Alexandria, VA 22312-2309

USA

In business since: 1990

Provides services for over 3,000 dedicated machines.

iServer - Internet Servers, Inc.

1485 East 840 North

Orem, UT 84097

USA

In business since: 1995

Provides services for over 35,000 web sites spanning 500+ dedicated servers.

 

Cost for the additional services:

Bluehill.com will develop redundant registry systems to compliment the subcontractors’ existing resources and delivery systems further strengthening our goal of 100% uptime and delivery. This outlines hardware expansion points through Bluehil.com’s vendors.  Demand levels from 3-21 million domains. Note that the costs are cumulative for additional servers required.

Scope:

Hardware, backbone connections and NOC facilities [Alexandria, Virginia and San Jose, California and Frankfurt, Germany].

Connection specs:

San Jose, California

Verio - 2 OC12s (620 mBps each)

Alexandria, Virginia

Verio - Multiple OC12s (620 mBps each)

Frankfurt Germany

Colt - (100 mBps)

Deutsche Telekom - 1 DS3 (45 mBps)

The core of the Management Team has been identified previously in this proposal. The balance of the team, namely the Chief Operating Officer, will be formally recruited through a qualified headhunter from an operation similar to Blueberry Hill Communications, Inc, with a track record in operating a business model that includes the contracting of back-end support and customer service operations while providing the marketplace with domain name and web hosting products. Our alliances within the industry allow us to work with linear organizations to develop and promote talent from within our organizations.

Bluehill.com expects to follow the term of the agreement that ICANN chooses to implement. We have reviewed the .com/.net/.org registry agreement at "http://www.icann.org" and will propose the same term if ICANN feels that it is in the best interests of the new TLD. Our business model is based on a four-year term. If ICANN proposes a different term then proposed, we are able to adjust our estimates appropriately and provide ICANN with a revised analysis within 2 business days.

Revenue projections are included in the proforma analysis attached in section D13.2.5 and Appendix H.

Capital requirements are broken into two parts, first the pre-launch capital which is budgeted at $500,000 for a 60-day ramp up. Keep in mind that Bluehill.com is currently in operation and has a strong financial record. This will enable the launch of the new TLD from existing operations, thus insuring stability of the Internet for the launch and allowing for the leverage of current capabilities.

Blueberry Hill Communications has a long history as a domain name registrar and provider of hosting services and is a profitable and stable company poised for growth, a rarity in our industry. However, we will continue to compete with a large number of companies that are accredited by ICANN. We are certain that a high percentage of new domain registrations will be registered with .kids extensions. With that extension, we will initially face no competition which will lessen the impact of competitors in the domain registration market. Although one of our end goals is to greatly increase competition among registration services providers. Furthermore, while we hope to utilize many new and creative ideas, we intend to heavily rely on the work and policies promoted by ICANN which will help ensure our success.

Agreements among Network Solutions, ICANN and the U.S. Department of Commerce provide that if Network Solutions separates its registry and registrar operations by May 9, 2001 and sells the registry assets to a third party, the term of exclusivity for the third party extends for an additional four years to November 30, 2007. If a sale of the registry occurs, Network Solutions could use the proceeds of the sale, which we believe would be substantial, to fund its registration operations and related product and service offerings. We believe that the use of these proceeds to finance Network Solutions' registrar business could have a material adverse effect on our business, financial condition and results of operations.

On June 9, 2000, Network Solutions was acquired by VeriSign, Inc. a provider of Internet trust services. In addition to facilitating cross-marketing between the two companies, the merger will strengthen Network Solutions' competitive advantage by enabling it to couple its registration services with an expanded range of products and services that include those offered by VeriSign.

However, Bluehill.com has developed a vast array of domain registration and hosting services over a several year period. We also have relationships with the Miva Corporation, Cybercash, and Cardservice International that further augment our product line. We know that when we offer .kids registrations, the use of these services will increase tremendously and contribute significant revenue to the company, lessening the risk from NSI and other registrars.

Prior to that, the second drive is copied to a rack level tarball which is then stored on tapes for approximately three months, and then recycled back into the system. The benefits of this system to our clients has been very well received and helped many clients avoid a possible catastrophe. The system we have planned for this is the premium version of the client level implementation. Using a local + live Hot Swapable RAID Level 5 hard drive over 4 High Speed SCSI drives we can quickly replace a failed drive. Complete database archives will be generated on a weekly basis and archived for a three-month cycle. Database manipulation logs (insert/update/delete) logs will be archived daily and stored indefinitely. The backups are password protected zip files of a MySQL "dump" function which can be quickly replaced back into the system in case of major data corruption. In case of incremental damage portions of the SQL activity log can be re-applied to incrementally update any weekly log to "current" based on the daily archives of database activity.

In the event of an unrecoverable network unavailability our DNS system via a combination of load monitoring data and low TTL can quickly be re-configured to direct traffic to backup systems, which can be setup quickly given our remote backup resources and easily imported archived data format.

As a California Corporation, privately held Blueberry Hill Communications is not required to produce a full annual report. The following documents are provided in Appendix B:

Report and Financial Statements, ending December 31, 1999 as prepared for Blueberry Hill Communications, Inc by Lund & Guttry LLP Certified Public Accountants.

2000 Financial Statement (through 6/30/00) for Blueberry Hill Communications, Inc. by Maryanov, Madsen, Gordon and Campbell Certified Public Accountants.

1999 Federal Tax Return for Blueberry Hill Communications, Inc. (Available upon request).

Business Insurance

Hartford Spectrum

Hartford Plaza

Hartford, CT 06115

$1,000,000

SCF Insurance Services, Inc.

8246 University Ave

La Mesa, CA 91944-3839

Professional Liability Insurance

Evanston Insurance Company

Ten Parkway North

Deerfield, Illinois 60015

SCF Insurance Services, Inc.

8246 University Ave

La Mesa, CA 91944-3839

$500,000

Bluehill.com has proposed a subcontractor model for backend support and ancillary services with in-house redundancy. Our primary subcontractor, Melbourne I.T., has been engaged by Bluehill.com as a subcontractor providing data storage and support services for over a year with an unbeatable service record. While the capabilities of our proposed subcontractors are extraordinary with respect to delivery and accuracy, we have also provided our plan for providing this technical capability if it were placed in-house.

With Bluehill.com’s extensive technical experience we can confidently execute the implementation of the new .kids TLD. With our focus on system performance, reliability, and functionality the ICANN board can in all confidence expand the current gTLD offering to include the new ".kids" domain name extension. Bluehill.com has an extensive knowledge of the implications and benefits the new TLD we are proposing can offer the industry.

With five years of experience in the domain registration and web hosting industry, our strong track record and long term business relationships with industry leaders in the hardware/connectivity/sub-contractor level ensure that Bluehill.com can confidently address the primary technical concerns with regards to a new TLD:

This will ensure the existence of a common symbol set, and semantic interpretation of these symbols. Both the design and implementations of the DNS protocol are heavily based on the assumption that there is a single owner or maintainer for every domain, and that any set of resources records associated with a domain is modified in a single-copy serializable fashion. There is one specific technical respect in which the root zone differs from all other DNS zones: the addresses of the name servers for the root zone come primarily from out-of-band information. Via optimized integration with the current set of root name servers no technical re-configuration of the global access community will be required. Ensuring the stability of the Internet though backwards compatible root.cache resolution configurations.

Our technical experience in the upstream/vendor/reseller market over the past five years has tailored the technical specifications for all Blueberry Hill Communications, Inc.’s offerings to be developed with extensive reseller support to maximize reseller flexibility, and competition within the TLD as well as generating competition with other TLDs.

This is a custom implementation of the Registry/Registrar model developed by Blueberry Hill Communications, Inc. which was designed to address technical necessities based on years of experience, while still encapsulating the key points as documented in the "Generic Registry-Registrar Protocol Requirements" by S. Hollenbeck of VeriSign, Inc.

Five Years Experience Internet Specific Development. Primary focus on systems development for large scale bluehill.com hosting services, name servers, mail servers, and security/performance. Extensive PERL5 experience on the UNIX/Linux platforms with a strong background in Sockets, Sendmail, Bind, Apache, MySQL, BSDI and FreeBSD Unix as well as Linux, HTML and graphic design. Senior technician with Bluehill.com since October 30, 1996.

Current Technical Capabilities/Systems

Hosting service web based control panel "VIC: Virtual Internet Companion" system http://Bluehill.com/hosting/ which runs as a server daemon process to integrate a "nobody" Apache client PERL application with root level resources for easy client management of account logging, e-mail, and statistics information securely. Limited network accessibility and highly encrypted authentication scheme with a 0% violation tolerance w/ "Stealth" staff notification to avoid violators knowledge of the breach discovery, no logging and notification is hidden within typical machine activity systems.

Custom SQL driven data systems using MySQL and PERL DBI for "Atlas" http://Atlas.Bluehill.com customer management system to allow clients to securely manage billing and technical account information via SSL secured web based interface to MySQL database engine with complete billing history. Backroom utilities for staff to manage client requests in an organized timed manner for management review and optimization. Systems include extensive logging and security systems, as well as automatic daemon monitors to ensure machine reliability and automatic failure recovery. In the event of key software failure automatic process restart, staff notification, and error log parsing w/ notification. Bluehill.com standard dual hard drive/database activity logging systems are installed on this system to provide daily backups and indefinite database activity logging in a form that be can applied to archived databases for incremental updates in case of failure.

Monitor network http://monitor.Bluehill.com to poll key network services and paging system in case of emergency downtime in the event of a systems inability to auto-recover from a failure. Also logs connection / response performance indefinitely for long term performance analysis and reliability testing. System includes PERL GD generated graphs to visualize machine performance.

Banner system http://banners.Bluehill.com with individual affiliate performance reports, long term banner / affiliate performance tracking. PERL GD generated bar graphs to visualize banner performance. Customizable report output fields, user selected data time frames for past and present reports. Due to the huge growth of this system a custom database archival system was developed to boost live performance and still include all past source data for long term reporting. Statistical performance analysis with live load projections based on current data to facilitate future planning.

Web services integrated database driven sales, order, and service systems to ensure consistent service technical/billing specifications. Consolidated database system was designed for facilitate large-scale web site updates w/o manual technician attention and wide staff level accessibility including less technical staff. Also includes order reporting systems to identify sales trends spanning client data such as name, remote IP, account type, and affiliates/resellers. Includes user-defined timeframe to set an optional report start and or end date to compare with television, radio, and Internet banner advertisement campaigns.

Virtual Name Server product allowing clients to easily manage name server zone files via a well documented and "typical usage optimized" custom command set in a fully functional shell environment. Allows typical Internet user to quickly enable DNS services for a domain with one single command. At the same time allowing fully capable technical users complete access to zone file pointing record manipulation, as well as providing zone file syntax checking while still overriding TTL/SOA/Serial Number with a managed data set to ensure data validity and balance update propagation with name server machine load. Functions in place to prevent cross user data conflict/manipulation.

Domain name registration system based on MySQL Database and custom PERL5 DBI interfaces used to power both http://4Domains.com (Blueberry Hill Communications, Inc. d/b/a 4Domains.com ICANN Accredited) as well as our custom domain name resale network http://Bluehill.com/registrarpartner.

Includes order, billing, expiration tracking resources and integrates with remote Melbourne IT registration interface to NSI com/net/org TLD SRS (Bluehill.com still in process with Verisign Global Registry Services - formerly Network Solutions - for direct access). Domain name reseller system includes web based control panel as well as documented LWP interface information and demo site for backend client integration with our system.

Reseller system supports live and test SRS implementation for new client installation and debugging. Includes resource usage reporting, low credits warning, last login IP & time, domain idea generator to suggest domain variations in case of preferred domain unavailability - common :^). Long term usage reporting with selectable output restrictions. Web interface for quick "Virtual Name Server product" usage w/o shell login. Live registration processing with immediate return code to confirm domain acquisition or error code defining error type with all data CGI parse-able with documented regex patterns to check. Ease-of-use user defined form field "defaults" for easy registration of multiple names under the same/similar owner information.

Current 4Domains.com domain database contains 46,000 entries with an optimized search time average of 0.46 seconds. The Bluehill.com and 4Domains.com web servers average 1.46 seconds average HTTPd response time accumulated over 59,281 unique pollings from our remote monitoring system (Monitor: Virginia - WebServer: Utah) over approximately a 6 month period.

Technical consultant for Cablevision of Massachusetts with training in: database development, porting from mSQl to MySQL, PERL GD report generation, and mass data manipulation, non duplication and optimization.

As a well-established web hosting company using custom developed systems as well as integration with upstream service connections and vendors Bluehill.com has full time dedicated development staff members for new technology and product feature enhancements. In addition to this, Bluehill.com has additional technical staff members, also with development experience.

By starting staff in technical support roles and growing into development roles projects are more secure, complete, and solution oriented staff. Rather than a development team which is "out-of-touch" with the actual client base, Bluehill.com’s development staff has tangible client level experience to ensure systems are developed with the real world end users needs in mind.

Given this broad scale of skill sets the Bluehill.com Staff is more than capable of selecting, documenting, and critiquing all sub-contractor development to ensure technical accuracy and reliability.

As an industry leading hosting provider with account types spanning the technical spectrum from simple virtual hosting to world class dedicated machines we have technical internal access to machines spanning the entire performance and capability spectrum. With an in-house development team and products and service systems custom developed we have the experience and preference to create full-scale systems. Our long-term history with vendors and sub-contractors over the past five years has provided Bluehill.com with the experience and well-established business contacts to ensure top-of-the-line systems development.

Marshall Industries (1995) — developed database/integration tools utilizing JAVA enabled applications to work seamlessly with their backend database systems. These tools were developed to meet their anticipated demand of over $1 billion annual revenue.

Entrepreneur Magazine’s Online Business Resell Network (1996) — developed the first online business resell network for magazine, including all backend database integration, search and result functionality, admin tools and website.

Cablevision of Massachusetts (1997-Present) — serving as technical advisor since 1997, Bluehill.com has developed custom modules, scripts, and admin tools, in addition to serving as primary advisor to their in-house development team.

MandMMars.com (1999) — built entire front and backend e-commerce application/solution for their millennium capsule product.

In addition, Bluehill.com has designed and implemented over 50 websites to date. Customers include Gannett, PS Life Magazine, Cablevision, Entrepreneur Magazine and US Filter.

Bluehill.com is committed to being an active participant in a multitude of community service outreach programs. Our philanthropic endeavors include donating equipment and personnel time and capabilities to many non-profit organizations including hospitals, educational institutions, civic groups, community events, and charities.

Bluehill.com has also offered a series of educational forums and continuing education courses at various universities and community colleges and was the first company to start an internship program with Cal State University San Marcos and has active internship programs currently underway at the high school level.

Our most recent community project provides free web based e-mail and classified systems used by over 80 communities around the world including our own community http://golocal.palmsprings.com

Initial development plans will delegate the technical aspect to a sub-contractor of Bluehill.com’s choosing. In the extremely unlikely event of sub-contractor failure on unavailability Bluehill.com also has the following in-house development plans in place as a contingency against possible TLD release delay/failure.

General description of proposed in-house facilities and systems. Address all locations of systems. Provide diagrams of all of the systems operating at each location. Address the specific types of systems being used, their capacity, and their interoperability, general availability, and level of security. Describe in detail buildings, hardware, software systems, environmental equipment, Internet connectivity, etc.

Bluehill.com’s current Internet back-bone connection provider is Verio.

• Planned system locations to enhance redundancy and complement existing systems. Each data center is connected via the following connections:

Bluehill.com imposes the following proprietary security/performance systems on all machines, and will require the same from our selected sub-contractor...

Proprietary Machine Load Management Systems

With our extensive experience in the managed services aspect of web hosting we have developed custom local machine monitoring daemons. This system will monitor disk usage (log files/activity), CPU, memory, processes and log/notify staff accordingly. Emergencies are sent to key staff's pagers w/ error codes. Machine load is calculated, logged and provided via a socket daemon to the name server for load management. Local processes are rated and timed, and "reniced" according to priority and performance effect. High priority processes are given high resource access as available, but machine performance is always top priority.

SSH Only Login w/ root level monitoring w/ "Stealth" Warning Systems

Given the insecure nature of telnet and our global reach we consider secure access to be essential. To ensure our remote connections are secure we use SSH remote access daemon exclusively. Proprietary login and daemons patrol the machine for exploits (system file changes) excessive login attempts or access from unknown remote locations. Violation of such rules will result in that remote connection being terminated and staff notified by pager. Our monitoring and notification systems hide inside of generalized applications and avoid logging their activity on the machine in question. Typical exploit points are also re-enforced: su, netstat, chown, ps, rm, ls, lpd with strict activity monitoring and atypical usage posted to our staff by high priority email.

The following specifications will apply to sub-contractor systems. In the event of sub-contractor failure or unavailability they will be included by the in-house development staff.

Registrar connects to registry daemon process on primary Database Server [port: TBA]. The server will return the current registry daemon version and a connection identification number (CIN) and await a registrar response. If the Registrar wishes to decline the connection at that time or any time throughout a connection due to version number difference etc., the Registrar sends the string "exit<cr>" and terminates the connection. If the Registrar accepts the version number supplied, the Registrar then sends a Registry Identification string [6 to 12 alpha characters] (RIs) followed by a quad pipe string "||||" followed by a Registry Authentication string [512 character string] (RAs). RAs are case sensitive and are not static, they are based on the criteria detailed below. The authentication data is followed by a tri-pipe string "|||" and the registration Data Set follows that with each field dual pipe string "||" delimited.

The .kids gTLD is based on a "thin" Registry model where domain contact information is stored at the registrar level. In order to optimize database storage and performance all domain name contact (administrative, billing, and technical) are required to use a pre-established CTIDs (Contact Tracking ID standard) import/export format. Since we plan to allow multiple contacts to be placed on file and in the event of an individual Registrars failure this standardized data format will facilitate data integration with another Registrar’s system. This contingency plan is in place to ensure no TLD clients’ domain name functionality is affected by possible registrar level issues, and to facilitate new registrar assignment to minimize client inconvenience. Domain names will have three contact types: Administrative, Billing, and Technical in addition to the main Organization domain owner. The system allows multiple Administrative, Billing, and Technical contacts (up to three each) to be placed on file for any domain name, and only one Organization. The required data fields/format are as follows:

After years of custom database experience Bluehill.com has established the best performance-to-cost ratio for database performance and scalability. We will require this level of speed and reliability from our sub-contractors, and if necessary develop this system in-house. Via the use of a dual level database structure, our system uses one machine to manage data id and source machine keys. Given this high specialization, this machine can handle a large surge of accesses and is designed inherently to grow with a large farm of database servers. The system will be starting with two dedicated database servers and adding servers as necessary to maintain performance. In case of failure at this level, individual machines throughout the system will then poll each database server independently to acquire data. This ensures functionality even in case of the loss of a key performance element. Custom caching system will handle repeat requests and ensure whois queries perform well, but never at the cost of root server activity or machine stability.  Current system performance /ability specifications: Database Engine (MySQL) Features

Fully multi-threaded using kernel threads. That means it can easily use multiple CPUs if available.

C, C++, Eiffel, Java, Perl, PHP, Python and Tcl APIs. See section 22 MySQL client tools and APIs.

Works on many different platforms. See section 4.2 Operating systems supported by MySQL.

Many column types: signed/unsigned integers 1, 2, 3, 4 and 8 bytes long, FLOAT, DOUBLE, CHAR, VARCHAR, TEXT, BLOB, DATE, TIME, DATETIME,TIMESTAMP,

YEAR, SET and ENUM types.

Very fast joins using an optimized one-sweep multi-join.

Full operator and function support in the SELECT and WHERE parts of queries.

Example:

mysql> SELECT CONCAT(first_name," ", last_name) FROM tbl_name

WHERE income/dependents > 10000 AND age > 30;

SQL functions are implemented through a highly-optimized class library and should be as fast as they can get! Usually there shouldn't be any memory allocation at all after query initialization.

Full support for SQL GROUP BY and ORDER BY clauses. Support for group functions (COUNT(), COUNT(DISTINCT), AVG(), STD(), SUM(), MAX() and MIN()).

Support for LEFT OUTER JOIN with ANSI SQL and ODBC syntax.

Mix tables from different databases in the same query.

A privilege and password system which is very flexible and secure, and which allows host-based verification. Passwords are secure because all password traffic when connecting to a server is encrypted.

ODBC (Open-DataBase-Connectivity) support for Win32 (with source). All ODBC 2.5 functions and many others. For example, you can use MS Access to connect to your MySQL server. See section 18 MySQL ODBC Support.

Very fast B-tree disk tables with index compression.

Up to 32 indexes per table are allowed. Each index may consist of 1 to 16 columns or parts of columns. The maximum index length is 500 bytes (this may be changed when compiling MySQL). An index may use a prefix of a CHAR or VARCHAR field.

Handles large databases.  There are MySQL databases that contain well over 50,000,000 records.

Performs well against other industry standard databases:

"http://www.mysql.com/information/crash-me.php"

"http://www.mysql.com/information/benchmarks.html"

All columns have default values. You can use INSERT to insert a subset of a table's columns; those columns that are not explicitly given values are set to their default values.

No memory leaks. Tested with a commercial memory leakage detector (purify).

Includes myisamchk, a very fast utility for table checking, optimization and repair.

Full support for several different character sets, including ISO-8859-1 (Latin1), big5, ujis, and more. For example, the Scandinavian characters `@ringaccent{a}', `@"a' and `@"o' are allowed in table and column names.

All data are saved in the chosen character set. All comparisons for normal string columns are case insensitive.

Sorting is done according to the chosen character set (the Swedish way by default). It is possible to change this when the MySQL server is started up. To see an example of very advanced sorting, look at the Czech sorting code. MySQL supports many different character sets that can be specified at compile and run time.

Aliases on tables and columns are allowed as in the SQL92 standard.

DELETE, INSERT, REPLACE, and UPDATE return how many rows were changed (affected).

It is possible to return the number of rows matched instead by setting a flag when connecting to the server.

Function names do not clash with table or column names. For example, ABS is a valid column name. The only restriction is that for a function call, no spaces are allowed between the function name and the `(' that follows it.

All MySQL programs can be invoked with the --help or -? options to obtain online assistance.

The server can provide error messages to clients in many languages.

Clients may connect to the MySQL server using TCP/IP Sockets, Unix Sockets

(Unixes), or Named Pipes (NT).

The MySQL-specific SHOW command can be used to retrieve information about databases, tables and indexes. The EXPLAIN command can be used to determine how the optimizer resolves a query.

Size 21GB [(4-1) x 9 = 27GB, - 6GB System/Buffer] Per Database Machine. The system will start with 2 dedicated Database Servers with a virtually unlimited maximum, to allow the system to expand from there forward as necessary. This system is capable of scalability well beyond the current gTLD name space.

Throughput Current benchmarks rate each dataserver at a maximized storage-to-performance ratio at 3,000,000 domains per server.  Allowing up to 6,000,000 registrations prior to first database server addition.

Procedures

Object Creation Technical Procedure

Registrar makes socket connection from authorized IP address and sends

"Da.RegisterDomain" function data set as described in section 15.2.2.

Server authenticates connection [RIs/RAs].

Server validates character set provided.

Server checks required fields completed.

Server confirms domain availability.

Server confirms available Registrar registration credits.

Server inserts registration data and decrements credits.

Server confirms insert/credit database action.

Server returns success code to Registrars connection.

Editing Technical Procedure

Registrar makes socket connection from authorized IP address and sends

"Da.ReDelegate" function data set as described in section 15.2.2.

Server authenticates connection [RIs/RAs].

Server validates character set provided.

Server checks required fields completed.

Server confirms Registrar access to this domain.

Server confirms domain cancel TID.

Server tests for name servers based on this domain, and subsequently tests for domain names delegated through those name servers. If domain names are delegated through hosts based on the domain to be deleted the request is denied, the remote connection is notified and the connection is terminated.

Server disables domain entry, but does not delete data.

Server confirms domain disable database update.

Server returns success code to Registrars connection.

Change Notifications Technical Procedure

Registrar makes socket connection from authorized IP address and sends "Da.ReDelegate" function data set as described in section 15.2.2.

Server authenticates connection [RIs/RAs].

Server validates character set provided.

Server checks required fields completed.

Server confirms domain existence.

Server confirms Registrar access to this domain.

Server updates registration data.

Server confirms database update.

Server returns success code to Registrars connection.

Registrar is responsible for maintaining contact data.

Registrar Transfer Procedures Technical Procedure

Requesting Registrar makes socket connection from authorized IP address and sends "Da.Transfer" function data set as described in section 15.2.2.

Server authenticates connection [RIs/RAs].

Zone file generation will be processed via crontab twice daily [times: TBA] and made available via BIND AXFR on all system "name servers" which will also function as distribution sources for the root servers. Maximum DNS optimization options will be in place. If the current root servers support features such as NOTIFY, and IXFR the overhead of a complete AXFR can be avoided.

Domain name contact data will be maintained at the registrar level.

Registrar to Registry data set includes: domain name, Organization Name, and delegating Name Servers.

Twice daily on crontab [time: TBA] the name servers will connect to the primary database server which in association with the database server set will compile the complete .kids zone file: delegation data for .kids zone file generation.  Name Servers will loop through the data and compile a BIND 8.2.2.p5 format zone file and allow both IXFR, and AXFR connections from the root servers for distribution. The server can be configured to await a root server initiated transfer or send a DNS a NOTIFY to the root server to notify the root servers of a zone file change and update request.

Bluehill.com has extensive experience in recurring service billing through automated systems.  Both our domain name registration and web hosting services are administered by custom PERL/MySQL based billing applications. Security on these systems is high, SSL (client access) and SHH (system/admin access) ensure connection encryption.

For years Bluehill.com clients have taken advantage of our backup systems. All client servers use dual hard drives, the first drive is live, while the second drive is copied from the first during a set time every 24 hours. Prior to that, the second drive is copied to a rack level tarball which is then stored on tapes for approximately three months, and then recycled back into the system. The benefits of this system to our clients has been very well received and helped many clients avoid a possible catastrophe. The system we have planned for this is the premium version of the client level implementation. Using a local + live Hot Swapable RAID Level 5 hard drive over 4 High Speed SCSI drives, we can quickly replace a failed drive. Complete database archives will be generated on a weekly basis and archived for a three-month cycle. Database manipulation logs (insert/update/delete) logs will be archived daily and stored indefinitely. The backups are password protected zip files of a MySQL "dump" function which can be quickly replaced back into the system in case of major data corruption. In case of incremental damage portions of the SQL activity log can be re-applied to incrementally update any weekly log to "current" based on the daily archives of database activity.

In addition to the security staff, access is controlled by state-of-the-art identification systems, including a biometric hand scanner.

The main electrical room provides clean, consistent power via multiple redundant switchgear and UPS systems.

Backup diesel generators ensure a consistent power supply to the facility. 50,000 gallons of fuel is stored on site and fuel supply companies are on stand-by to provide additional diesel in an emergency.

Consistent temperature and humidity ranges in the Data Center are maintained by redundant cooling systems and raised flooring.

Multiple levels of fire protection include early warning detection, FM200 gas-based suppression, and double pre-action dry pipe systems.

24/7/365 fully staffed command center monitors all Internet operations and environment conditions.

Raised flooring throughout the customer and network areas are used to ensure even air flow and temperature control. All data and power cabling is also maintained beneath the raised flooring.

To ensure server security machines are contained within cases on a per-client basis to ensure physical security to each individual client.

Given the insecure nature of telnet and our global reach we consider secure access to be essential. To ensure our remote connections are secure we use SSH remote access daemon exclusively. Proprietary login and daemons patrol the machine for exploits (system file changes) excessive login attempts or access from unknown remote locations. Violation of such rules will result in that remote connection being terminated and staff notified by pager. Our monitoring and notification systems hide inside of generalized applications and avoid logging their activity on the machine in question. Typical exploit points are also re-enforced: su, netstat, chown, ps, rm, ls, lpd with strict activity monitoring and atypical usage posted to our staff by high priority email.

Clients with SSL enabled browsers are offered (with our recommendation) SSL encryption for all sensitive HTTPd activity regarding payment, administrative, and technical management of their domains and registrar account interfaces.

Clients with access to a PGP encryption/decryption utility are offered (with our recommendation) PGP encryption for all sensitive E-Mail activity regarding payment, administrative, and technical management of their domains and registrar account interfaces.

We have planned the system to be able to handle approximately four times the traffic Network Solutions experienced during its first four years of business, with the ability to add database servers and expand system capability within a 48-hour period. There will be no problem increasing the system’s capacity as this TLD grows. This system is scaleable well beyond the current size of the entire com/net/org/edu/mil/int namespace.

Based on current systems implementation, our servers consistently maintain very high up-times.  Based on the past six months of polled data, our systems average 99.4% uptime (3,354 errors/no response out of 528,738 polls).

Proprietary Machine Load Management Systems

With our extensive experience in the managed services aspect of web hosting, we have developed custom local machine monitoring daemons. This system will monitor disk usage (log files/activity), CPU, memory, processes and log/notify staff accordingly. Emergencies are sent to key staff's pagers w/ error codes. Machine load is calculated, logged and provided via a socket daemon to the name server for load management. Local processes are rated and timed, and "reniced" according to priority and performance effect. High priority processes are given high resource access as available, but machine performance is always top priority.

Multiple Servers Located Globally with Performance Direction Systems

After years of worldwide networking experience we have established long term relationships with large NOC / Backbone vendors (Exodus & Verio) to ensure world class networking facilities and backbone connections. All facilities are powered by OC-3 lines with numerous backup lines of various sizes and vendor sources.

Proprietary Backup Systems with High Speed Recovery Capabilities:

For years Bluehill.com clients have taken advantage of our backup systems, all client servers use dual hard drives, the first drive is live, while the second drive is copied from the first during a set time every 24 hours. Prior to that the second drive is copied to a rack level tarball which is then stored on tapes for approximately three months, and then recycled back into the system. The benefits of this system to our clients has been very well received and helped many clients avoid a possible catastrophe. The system we have planned for this is the premium version of the client level implementation. Using a local + live Hot Swapable RAID Level 5 hard drive over 4 High Speed SCSI drives we can quickly replace a failed drive. Complete database archives will be generated on a weekly basis and archived for a three-month cycle. Database manipulation logs (insert/update/delete) logs will be archived daily and stored indefinitely. The backups are password protected zip files of a MySQL "dump" function which can be quickly replaced back into the system in case of major data corruption. In case of incremental damage portions of the SQL activity log can be re-applied to incrementally update any weekly log to "current" based on the daily archives of database activity.

 

High Speed Internet Connections Over Multiple Backbones

As mentioned previously, we have long term networking experience and have established relationships with large NOC / Backbone vendors: Exodus and Verio. All facilities are powered by OC-3 lines with numerous backup lines of various sizes and vendor sources. Given the three physical locations, and load managed DNS we will be able to provide optimized access for clients worldwide from our three strategically located NOC installations.

Proprietary DNS Management systems

In the event of an unrecoverable network unavailability our DNS system via a combination of load monitoring data and low TTL can quickly be re-configured to direct traffic to backup systems, which can be setup quickly given our remote backup resources and easily imported archived data format.

Proprietary Backup Systems w/ High Speed Recovery Capabilities For years Bluehill.com clients have taken advantage of our backup systems, all client servers use dual hard drives, the first drive is live, while the second drive is copied from the first during a set time every 24 hours. Prior to that the second drive is copied to a rack level tarball which is then stored on tapes for approximately three months, and then recycled back into the system. The benefits of this system to our clients has been very well received and helped many clients avoid a possible catastrophe. The system we have planned for this is the premium version of the client level implementation. Using a local + live Hot Swapable RAID Level 5 hard drive over 4 High Speed SCSI drives we can quickly replace a failed drive. Complete database archives will be generated on a weekly basis and archived for a three-month cycle. Database manipulation logs (insert/update/delete) logs will be archived daily and stored indefinitely. The backups are password protected zip files of a MySQL "dump" function which can be quickly replaced back into the system in case of major data corruption. In case of incremental damage portions of the SQL activity log can be re-applied to incrementally update any weekly log to "current" based on the daily archives of database activity.

Current technical support systems offered to Bluehill.com domain name registration and web hosting clients distinguish us from other companies. We are atypical in offering phone support rather relying on email.

ATLAS is Bluehilll.com’s custom web based customer service system with tracking ID's for clients, past correspondence archives, and response time tracking for client and management review.

BOSS is Bluehill.com’s pre-Atlas customer service system to allow clients to submit authenticated account modification forms and questions to ensure client authorization via custom access code system.

E-Mail: We offer email support 24/7.

Telephone: We offer telephone support 7 days a week and 24 hours per day excepting an occasional one-hour window early in the morning.

We have a letter of intent to utilize Melbourne IT ("MIT") for certain registry functions.  MIT was established in 1996 as a subsidiary of the University of Melbourne.  It is headquartered in Melbourne, Australia, with offices in Spain and the United States.  It has grown to become a publicly listed global company, with a staff in excess of 170 personnel around the world and is the largest domain name registrar in the Southern Hemisphere.  On June 21, 2000 MIT received a five year extension of its Accreditation Agreement from ICANN which allows the company to register domains globally through its domain name registration business "Internet Names World Wide" INWW.

MIT has a 24x7 help desk that services a global market.  They have an on-line automated registration system and fully integrated customer contact management system which ensures immediate response by skilled operators. They currently have over 500 Channel Partners world-wide primarily due to their attractive wholesale business model, a registration system that offers five different interface options and there commitment to excellence in customer service.

MIT Financial Overview (in Australian dollars)

Year ending 1999 revenues were 14.8 million representing a 230% increase from 1998.  INWW revenues increased from 3.4 million in 1998 to 10.6 million.  First quarter revenues for INWW were 11.3 million.  MIT is debt free and as of 3/31/00 had cash and liquid investments totaling 12.3 million.

Bluehill.com has worked directly with Melbourne I.T. as one of their major channel partners since October, 1999. Further, Melbourne I.T. has requested and submitted RFP’s to Bluehill.com for the development of custom E-mail, Domain Pointing and Online Domain Management tools that we have already developed for our own use our own reseller distribution channels.