Full Partner Enterprise Content Management Solution

(1)

Full Partner

(2)

Page -2-

This innovation is groundbreaking because it allows the subject matter or knowledge experts of a business to create and maintain their own customized business systems, significantly reducing the cost of IT support. The Full Partner ECM provides your business the opportunity to mold your information systems quickly and specifically to your needs with greater flexibility at a much lower cost than ever before.

For the first time, your business can take control of its Information Technology investment - whether Internet or Intranet based. You can have the business systems you need and lower your costs significantly.

New, innovative, revolutionary - this is Full Partner. Turning Possibilities into Profits is our full solution for your business.

We invite you to review our Full Partner Enterprise Content Management Solution and see for yourself what a full solution to dynamic Internet content management can do for your business. In this document we provide an overview of the Content Management System industry and how the emerging Application Service Provider model is revolutionizing the way superior software solutions are being provided to businesses over the Internet at dramatically reduced costs when compared to the traditional end-user license model. You will learn how Full Partner ECMS is the most comprehensive package available, offering the features found in well-known high-end products such as Broadvision, Vignette, and Microsoft at a fraction of the cost.

When you compare Full Partner ECMS with what is available from other vendors, we believe you will find that Full Partner provides the full solution at a value not found anywhere else.

(4)

Page -4-

Content Management Systems and the Application Service Provider Model

Internet Traffic and Spending are Growing

It is almost impossible to calculate the effect the Internet is having today on businesses worldwide. From its roots as an exclusive, non-commercial, “techies-only” system of linked university and government servers, the Internet has developed into an infrastructure whose importance is on the scale with the modern transportation and telephone systems. What the transportation system has done for the transfer of physical goods, and the telephone system for the transfer of voice, the Internet has done for the transfer of all forms of data and information. Just as it is impossible to imagine business today functioning without effective, broadly-available roads, trucks and phones, it has become harder and harder to imagine business functioning without email, web sites and the instantaneous data communications of ecommerce.

Businesses worldwide have realized the need for making it easier for customers to buy, trade and exchange information through web sites. The potential has been recognized for increasing sales, improving customer satisfaction, raising efficiency and lowering costs using Internet technologies.

The growth of overall Internet traffic bears this out. “Internet traffic quadrupled last year and is still keeping that pace, which is faster than the stunning 280 percent average annual traffic increase recorded in the late 1990s,” says Lawrence Roberts, who 30 years ago created ARPANet, an ancestor of the Internet. Roberts predicts that Internet traffic will continue to quadruple for several years. "Beginning in 2000, Internet traffic has doubled every six months, and it grew at the same rate the first quarter of 2001. In the late 1990s when the industry grew and dot-com’s sprouted like weeds, Internet traffic didn't grow as fast - some 280 percent per year. Dot-com failures and the spectacular crash of companies with overly exuberant business plans fueled the myth that traffic on the Internet has slowed,” Roberts said. “But dot-com’s never contributed more than 5 percent of all Internet traffic,” he said. “Enterprises hungry for 24/7 access to the Internet will fuel sharp growth for nine years before the expansion plateaus around 2010. At that time, the Internet industry will be valued at roughly $100 billion per year.”1

In fact, overall spending on Internet initiatives will be higher in 2001 than it was in 2000, and is expected to continue to grow. "Everyone recognizes e-commerce presents a huge opportunity for them to be more effective in the way they do business," said Craig Hodgetts, manager of outsourcing at Deloitte Consulting. A survey conducted by Bestel on March 14 and 15, 2001 found that a clear majority of the 100 respondents, 69 percent, said their budgets for Internet and e-commerce initiatives have not been affected, while a further 10 percent said their budgets have increased by an average of 17 percent. "If anything, we're going to beef up our Internet activities," said Todd Krause, an executive at financial services firm Harris Associates in Chicago. "You get to the point where you become so dependent on this stuff that you have to keep upgrading, or risk falling behind." 2

At the same time, there is an increasing expectation in the market that Internet initiatives must deliver to the bottom line more quickly. "A year ago, Internet startups bought the best of everything and didn't worry about the cost of operations," said Michael Swavely, president and chief operating officer of RLX Technologies. “In today's market, customers are much more focused on operating efficiency and the ability to reduce costs, driving money to the bottom line.”3

Many traditional “brick and mortar” businesses are finding ways to do this by using Internet initiatives to improve their mainstream business processes and raise profitability. According to ZDNet’s Carol Wilson in a July 23, 2001 article titled The Time to Strike Is Now

(reprinted as Appendix I of this document), “Last week we reported that Volkswagen was embracing online auctions and that the nation's largest railways — including The Burlington Northern and Santa Fe Railway and Norfolk Southern Railway — were rolling out a variety of Web initiatives. Earlier in the month, General Electric, one of the country's most admired

1_{The Internet Puzzle}_{, by Bill Scanlon, Interactive Week, August 28, 2001} 2_{Mel Duvall, Interactive Week, March 19, 2001}

(5)

Page -5-

companies and an Internet pioneer, continued to push ecommerce initiatives through its business-to-business division, GE Global eXchange Services, and started testing the waters of the application service provider market. The Home Depot named its first vice president of e-business. And, in the past couple of months, General Motors continued to enhance its OnStar wireless communications systems, launched new Web promotions and opened an online shopping site in China. Citigroup partnered with Microsoft on a huge online payment system. Bank of America launched a number of online and wireless banking initiatives. And Boeing continued to push out its Connexion by Boeing high-speed Internet services.”

“This is no time to hold off e-business initiatives,” said Wilson. “Prices for any number of IT products and services are down. Great people are available. Bold companies with vision are on the offensive. Companies that fail to act will be left to face the consequences that must ensue.”

Limitations of Early Generation Internet Systems

Yet there are reasons why Internet projects are not being deployed even more quickly. Here’s why…

There are two basic elements of all Internet web sites: content and transactions. Content includes all the articles and stories, text and graphics, that appear on web site pages, as well as information managed by web sites such as products, product orders, user information, and chat and discussion forum messages. Transactions are the actions taken with this information, such as registering a user as a site member, logging in the user, placing an product order in an ecommerce system, subscribing to an email newsletter, or searching the web content for specific keywords.

Originally, all Internet web sites were built from simple pages that combined content with the HTML markup language that tells how the content should be presented (fonts, colors, columns, rows, etc.) This simple “static” architecture allowed for rapid site development with a moderate amount of technical knowledge. It’s a major reason for the initial success of the World Wide Web. If the site supported transactions, these were developed with simple web scripting that could take information from web page forms and submit it to a web site administrator for handling. There was little if any link between site content and the transactions the site supported. However, these simple architectures become very hard to manage as the amount of content and the number of transactions increases. For example, if you want the same content to appear on more than one page, you have to enter it separately on every page and update each copy when changes are made. If you decide to change the look and feel of a web site, then the formatting information (fonts, colors, etc.) contained in the HTML must be edited separately on every page of the site. A 1999 survey by Forrester Research of Cambridge, Massachusetts found that the number of web pages managed by companies doubled from an average of 4,500 pages to 8,000 from 1998 to 1999, with the expectation of reaching 17,000 pages per company in 2001. Imagine having to edit each page individually every time a change is made in the overall site look and feel!

Also problematic is the growing number of content contributors that are becoming involved in the typical web site lifecycle. These tend to be non-technical and unaccustomed to standard software development practices. If your web site infrastructure requires that all content be entered and managed by web programmers familiar with HTML, then expenses will go up, quality will go down and the business will not gain maximum advantage from the system.

Finally, without adequate links between content and transactions, it becomes time-consuming and difficult to maintain product catalogs, content archives, user databases, site security and email lists. A deeply integrated system is required that allows content of all types to be centrally managed and processed through all site transaction facilities.

Emergence of Content Management Systems (CMS)

To solve these problems, a methodology has emerged known as Content Management Systems (CMS). In a CMS system, all content is stored in a central database, and then drawn out dynamically by each web page as needed, instead of being physically coded into HTML

(6)

Page -6-

pages. This separation of content from its presentation on a web page can, in a properly implemented CMS system, has these advantages:

• Using browser-based administrative tools, non-technical users can manage all aspects of web site content, including creation, editing, versioning, approval and deployment of content. No HTML or programming skills are needed.

• Transparent support for multiple languages, countries and currencies.

• Content contributors regain control of the deployment of the content they create, increasing quality and staff productivity. IT operational costs are reduced because of the webmaster’s decreased role in the publishing process.

• Content can be re-used and re-purposed across multiple web sites and delivery vehicles, including wireless and handheld devices.

• Pages are fully dynamic, drawing content only if and as needed. This allows web sites to be personalized for each user, delivering timely and accurate content, and enabling cross selling and up selling that can significantly impact sales.

• All site pages can be based on a few master page layouts, allowing site-wide look and feel to be changed immediately by changing only these few layouts.

• All content formatting can be determined by a few master format templates, so changes immediately apply throughout the site without editing individual pages.

• Keywords can be added to all content for timely and accurate indexing, searching and retrieval.

• Useful content can be syndicated from other sources (such as stock prices or weather reports) and presented on web pages using the same mechanism for presenting in-house generated content.

• Reporting on how content is received by site users, such as the types of content that are most popular and most effective at improving customer relationships and boosting sales. This feedback allows the web site to be continually improved and made more effective. • Seamless integration of content with transaction systems: product orders, user

registrations, emails to users, security checks, and other transactions are based on the same central content database, so you don’t need to maintain separate systems.

Content Management Systems can make it much easier and less expensive to build and maintain complex Internet presences, the type of web sites that can really improve the functioning of a business and its bottom line. But this typically comes at a very high price. Many companies who have developed CMS systems in-house have invested a great deal, only to outgrow their homegrown solutions, finding them difficult to expand or integrate with other systems. Giga Information Group’s report “Best Practices in Web Content Management” (February 2001) says that development of custom content management systems as one of the “worst” practices.

Companies who have chosen one of the packaged CMS software solutions have had better results, but still at a high cost in time and money. A Forrester Report titled Content Management (March 2001) polled organizations regarding their content management purchases. Of the respondents, 53% who bought content management products noted that installing the products was harder than expected, and 40% said they spent more than $500,000 just to get started. Additional costs of implementation and maintenance of these products can dwarf the initial product cost.

As a result, Content Management Systems have not found their way into the vast majority of small to medium size businesses with $10 million to $250 million in annual sales, and have had only partial penetration into larger businesses. This represents a significant growth market, doubling in the next 2 or 3 years, and an opportunity for vendors who can solve the problems of high cost and difficulty of installation and maintenance. The Gartner Group estimates that the CMS market was $3 billion in 2000, growing to $6 billion by 2003. OVUM estimates the market to be worth $5.3 billion by 2004. The Yankee Group forecasts that CMS sales will exceed $3 billion in 2004 from the $900 million in sales in 2000. While these experts do not agree on the exact numbers, all clearly point to a dramatic expansion of the CMS market.

As CMS methodology is maturing and being applied across more areas of business activity, a broader label is emerging: Enterprise Content Management (ECM.) This label implies

(7)

Page -7-

that the type of content being managed extends to include all of a business’ intellectual property, including documents, sales contacts, corporate research and human resources information. As the CMS market evolves towards the ECM market, Internet-centric tools will expand their scope to serve virtually all the content needs, internal and external, of even the largest corporations.

Growth of the Application Service Provider (ASP) Industry

Evolving in parallel to Content Management Systems is a relatively new industry trend called Application Service Provider (ASP). Application Service Provider is a generic term currently used to describe a company that hosts applications on centralized servers. Customers pay a hosting fee or monthly rental fee to access these applications either via the Internet or a private network, usually at a much lower total cost of ownership than the customer would pay to set up and maintain a similar application on its own servers for its exclusive use. This allows even small and medium size businesses to take advantage of high-end application solutions. When properly implemented, the ASP model can provide these advantages to customers:

• The ASP vendor handles the burden of purchasing and maintaining the hardware and software to host a particular application. The ASP is providing physical computing resources (servers) for several customers, not just one, so they are able to cost effectively grow and allocate those resources, passing the savings along to the individual customers.

• Customers gain access to the application for a relatively small set up fee and monthly payments, and typically without long-term contracts. No large investment must be made for in-house hardware and software.

• Applications can often be up and running much more quickly.

• Customers can afford applications that they might not otherwise be able to afford.

• Customers can access applications and personal information from virtually any device with an Internet connection.

• The ASP provides the level of system, network and application support that the customer needs - no more, no less. This includes as-needed access to technical and business application expertise at a much lower cost than developing and keeping this expertise in-house by the customer.

• Training issues become the problem of the ASP, and the customer’s IT staff is not constantly trying to "reinvent the wheel".

These advantages are becoming increasingly attractive to companies wanting the power of high-end applications without the expense and hassle of a dedicated, in-house application. “According to interviews conducted with a cross section of ASPs from Corio to SAP, sales pipelines are full; client size is increasing and most ASPs are generating interest from enterprise clients as well as their original target markets — small and medium size business (SMB). And, most importantly for ASPs, more and more prospects are moving beyond just asking how ASPs can help them solve IT problems and making the decision to work with them,” says Allen Bernard of ASPNews.com in a May 17, 2001 article titled ASPs Reeling in Bigger Customers.

"What we saw in the first quarter of this year is companies rethinking what their IT strategy should be in light of the new business environment (i.e., down markets and slow growth)," Mitch Kristofferson, vice president of marketing at San Carlos, Calif.-based Corio, told ASPnews. "I think ASPs have bubbled up as a really smart alternative for companies to get done what they need to get done at a lower cost."

For example, in June of 2001, Intranets.com, an ASP that offers a set of intranet applications for communication and collaboration by small and medium-sized businesses and groups, switched from a advertisement-supported free version to a subscription-based paid professional service. During the one-month conversion period, Intranets.com averaged more than 3,000 new members per day, peaking at 7,000 on June 26. Intranets.com's total membership number of 103,000 makes it one of the largest ASPs operating today, showing how comfortable companies are becoming with the ASP model. "We have been using Intranets.com

(8)

Page -8-

since May of 2000 and have welcomed the progression that Intranets.com has made to a more robust, advertisement-free version," said Dennis O'Connor, Jr., vice president of Peter Arnold Associates, a Mass.-based public relations firm. "Choosing the paid version was an easy decision. Every day that goes by the intranet becomes more central to how we manage our business."

Here are other examples of leading Application Service Providers: • Oracle Small Business (formerly NetLedger.com)

Founded by former executives of Oracle, Inc., this offers online accounting services for small to medium size businesses. Using the powerful Oracle Financials accounting engine on their servers, OracleSmallBusiness.com gives high-end functionality for a fee of between $10 and $100 per month per user. The company has gained over 30,000 users in the two years since it was founded.

• SalesForce.com

Offers Customer Relationship Management (CRM) services online, including Customer Support Management, Marketing Automation, and Sales Force Automation. Charging $50 per month per user, SalesForce.com currently supports 2,800 companies. • Agilera

Offers ASP hosting of other vendors’ software solutions, including Oracle, PeopleSoft, SAP and Seibel, along with consulting and integration services. This is an example of a high-end ASP company offering hosted applications that could easily cost a company millions of dollars to implement in-house.

Worldwide enterprise ASP spending will top $13 billion in 2005, up from $693.5 million in 2000, according to Framingham, Mass.-based market intelligence and advisory firm IDC.4

(9)

Page -9-

Overall Technology Description

Full Partner Enterprise Content Management Solution:

Combining High-End CMS Features with the Application Service Provider Model

Over the past three years, the founders of Full Partner, LLC have developed a cutting-edge Content Management System (CMS) that matches the features and benefits of other vendors’ high-end solutions that can cost $250,000 to 500,000 or more for a company to purchase and install. With the Full Partner CMS solution, a client has the advantages of CMS systems outlined above, plus exclusive features such as Full Partner’s unique browser-based, graphical administrative tools that make it easier to:

• Create and manage a powerful web site infrastructure, including navigation, look and feel templates, web pages, content and graphics, in multiple languages and currencies

• Develop product catalogs and an ecommerce system that attracts and keeps buyers • Catalog, store and deliver through the internet traditional content such as MS Office files • Allow non-technical staff to manage web site content from creation to deployment • Build Internet, intranet and extranet sites using the same tools

• Syndicate content from other providers or make its content available for syndication by other businesses

• Maintain tight security and control over all web site content and transactions

• Offer community building features such as newsletters, chats and discussion forums • Track user activities and preferences, personalizing content to each individual user • Reduce or eliminate expensive technical staff required to support an Internet presence • …AND DO THIS AT 10-20% OF THE TIME AND COST OF PURCHASING AND INSTALLING A

COMPARABLE CMS SYSTEM ON THEIR OWN.

Full Partner’s CMS solution is able to deliver these time and cost savings because the technology has been developed from the beginning to be offered in a hosted APPLICATION

SERVICE PROVIDER mode outlined in the previous section. Built on dbcObjects™, Full Partner’s own object oriented programming methodology, this CMS solution can support hundreds or even thousands of individual client applications efficiently on a clustered platform of load-balanced, redundant, secure web and database servers. Full Partner can offer its clients the security, reliability and performance of a dedicated hardware and software system, but at a much lower price because the costs are shared across many clients at the same time.

Deployment for a new client site is simple and immediate due to the underlying ASP model in which the CMS System and Site Administrators remain on Full Partner servers. This eliminates the complicated and expensive installation procedure on the client’s servers, and avoids the necessity for the client to hire in-house experts on the software application and server network needed to support it.

Also, the system can immediately scale to handle whatever traffic load a client might need, because Full Partner maintains excess capacity on its system to handle its multiple clients.

If there are unique and overriding circumstances, it is also possible to install the Technology on the client’s in-house servers, managing and supporting it remotely from the Full Partner administrative support center, for an additional fee. However, we expect that the great majority of clients will take advantage of Full Partner’s ASP solution.

Overall Architecture

The Full Partner Enterprise Content Management Solution architecture is completely focused on Internet and intranet applications. It provides powerful new functionality for secure, scalable Internet-based access and integration. This next generation architecture leverages a number of Internet technologies and concepts to deliver simple, ubiquitous enterprise content access to collaborate with customers, employees, and suppliers.

(10)

Page -10-

There is no complex, expensive client software installation. The Internet device accessing the Internet architecture already has all the software and configuration it needs. No Java applets, Windows DLLs, or browser plug-ins are necessary for this "thin" client architecture. Thus, the client can be a web browser, mobile device, or external system using standard Internet technologies such as HTTP, HTML, and XML to communicate with the Full Partner content management system. Simple, open architecture creates easy, inexpensive access and collaboration where a web browser and device operating system cannot be predefined. This is often the case for customer and supplier environments.

People once considered Internet applications to be designed for primarily the novice, self-service users, like those who use electronic storefronts. Today, users will find that the Full Partner web browser based Site Administrator is formidable enough to meet their most rigorous business demands on a daily basis. Full Partner has provided an innovative user interface in its CMS architecture by leveraging standard Internet technologies such as HTML, JavaScript, and web browser features.

Client/server implementations for a large end-user base are a major expense that an enterprise can do without. With Full Partner’s ECM Solution, a company no longer needs to install, configure, and maintain software on expensive client devices. Hardware and software requirements for client devices have also been reduced due to the lack of costly hardware and operating system upgrades. Also, the Full Partner ECM Solution requires less memory and CPU on the device when compared to client/server applications.

Most web access occurs via low bandwidth connections of dial-up phone lines. Full Partner supports these connections through a server architecture that uses HTML and JavaScript, and does not require the installation of Java plug-ins, proprietary components, or other heavy footprint client software. In addition, the network impact of deploying the Full Partner ECM Solution is minimal, allowing companies to leverage their existing IT infrastructure.

Scalability

The Full Partner Load-Balanced server cluster automatically routes every user to the server that is operating at lowest capacity, thereby providing virtually any number of simultaneous users with access to the customer’s site seamlessly. Response time is maximized and our ASP hosted sites will scale effortlessly.

Platform and Browser Independence

Any modern web browser can be used to access the website and CMS Site Administrator. Customers, suppliers, and employees can utilize their existing computer configuration. This type of collaboration fuels the Virtual Enterprise. It also allows for growth and change from within through mergers and acquisitions without concern about how the new organization will deploy applications using PC, Macintosh, Linux, Unix, or Thin Client Computing Devices.

Minimized Training

Training is also minimized for employees because the Full Partner Site Administrator looks and feels like popular websites. The Site Administrator utilizes the same web browser navigation already familiar to Internet users.

As the industry moves from client/server applications to pure Internet applications, many organizations are faced with the challenge of training their application developers in new Internet technologies, like Active Server Pages, ColdFusion, Java, HTML and XML. Full Partner clients need not worry about this ever-changing technology cycle because the programmers and technicians at Full Partner handle their entire content management system. Our clients can now focus on managing their business more strategically. If additional custom functionality is required by the client, Full Partner’s development team can add it more quickly and at a lower cost than the client’s in-house staff.

(11)

Page -11-

Major Architectural Features

• Content is stored independently of the formatting and the formatting stored independently of the content - The former allows content to be repurposed — so that the same text or image can be used in a variety of places. The latter allows for instant site redesigns. • Content stored in an SQL database in native text format for rapid display in local server

environments, and automatically exported as XML when accessed for syndication on outside servers.

• In-Context Authoring Templates - Allow content contributors to build and contribute richly formatted content in easy-to-use templates without leaving the Web site.

• Real-Time Content Updates - Enable content contributors to publish content directly onto development, staging or live production Web servers.

• Revision Tracking and Page Archiving - As pages are updated, existing versions are automatically archived. Users can easily compare changes of previous work with existing pages.

• Flexible Workflow - Multiple levels of approval ensure that content is always reviewed and approved before it goes live on the Web site.

• Content Scheduling - Using automated scheduling tools, users can schedule content publication and archival times.

• Extensible Object Properties - Create custom meta-data properties on content objects and allow users to profile content as it is being created.

• Object Caching - Caching of content objects in RAM and on the disk ensure that dynamic page assembly and serving is fast.

• Dynamic Page Assembly - Content objects and templates are assembled as pages are requested from the Web server.

• Site Model Designer allows fast generation of the site pages and easy updating as well. • Dynamic Site Map - Site map and navigation are generated automatically as pages are

published to the site.

• Presentation Templates - Site design and layout are controlled by presentation templates, allowing for quick and cost-effective site redesigns.

• Dynamic Template Switching - Using the Publishing API, presentation templates can be switched on the fly, changing the layout or design of the page in real-time.

• Propagation of content across the site is simple with the Container System.

• Object-Based Content Repository - Content is stored in Microsoft SQL Server™ 2000 as re-usable objects.

• Connected Content Pages - Allows content to easily be published through multiple presentation templates to multiple locations or Web sites.

• UNICODE Support - Support for multi-byte character sets means sites can be built in any of the world's major languages.

• Language-Specific Content Targeting - Allow content contributors to target localized content objects to specific users based on individual language preferences.

• Multilingual Site Support - Support for multiple languages within single Web sites.

• The system is developed in ColdFusion so that functionality can be easily extended and it will function on all major server platforms, including Microsoft, Unix and Linux.

(12)

Page -12-

Basic Full Partner Enterprise Content Management Solution Package

Minimum Initial setup for client: $10,000. Includes the following:

• Set up of client’s web site infrastructure with the Full Partner CMS Technology on Full Partner’s servers

• Transfer of client’s domain to new web site location

• Enabling of standard site features: ecommerce catalogs and, shopping cart and merchant account payment, member registration and login, search facility, contests, email marketing facility, chats, discussions, advertising banners, etc.

• 5 hours of consulting on web site design and marketing

• Design and deployment of two master page templates (page layout, background colors, etc.) • Design and deployment of one overall navigation scheme (top, left, right and bottom navigation

bars, pull down menus, etc.)

• Design and deployment of one custom database form

• Tracking and report on page views, user activity and other statistics • Administrative tools

• Training on system features • Technical Support

Minimum Monthly hosting and Technology Access fee: $1,000 per month. Includes: • Full Technology Access rights for Site Administrator and all system features • 10 GB of data transfer per moth

• 25 POP email accounts, with web access facility and no limit to number of emails sent • 50 MB of database storage space

• 50 MB of web server disk space

• 500 email messages sent through the email marketing system. $.005 per email above 500 per month

Extra charge options include: • Additional consulting

• Design of graphics and advertising banners • Additional master page templates

• Additional navigation schemes

• Content entry, either manual or imported electronically – text, graphics, users database, products, etc.

• Content translation to foreign languages

• Integration with client’s existing back end computer systems • Creation of email marketing campaigns:

o Rules and logic generation

o Specialized landing pages for new customers to come to

o Specialized reports on success of marketing campaigns (response rates, etc.)

• Custom inbound syndication of external content

(13)

Page -13-

The Full Partner Competitive Advantage

The market for Internet application software for dynamic content management and delivery is relative new, competitive, quickly evolving and subject to rapid technological change. Our Full Partner Enterprise Content Management Solution™ product (see Appendix IV) competes with custom CMS solutions developed in-house by prospective customers and boutique developers such as Stonebridge, as well as products from competing software vendors such as ATG, BroadVision, Filenet, Interwoven, Documentum, Vignette and others.

Dynamic content website design that is database centric has always provided a much lower maintenance cost when compared to the static, file based HTML page model. However, the initial cost of creating the site can easily run into six or seven figures with Broadvision, Vignette, and the other major players, and their clients are typically very large companies with sufficient resources to support this large outlay and the necessary IT Department to maintain the software. This puts dynamic content management from these providers out of reach for small to medium sized businesses.

We target the market of established brick and mortar businesses, with sales in the range of $10 million to $250 million, because they are very receptive to having access to the power of our high-end CMS offering for a low monthly Technology Access fee. The ECMS we offer is based on an Application Service Provider model that matches, feature for feature, the CMS solutions of our competitors for a fraction of the up front cost. The typical installation will require only a modest initial investment, typically in the low five figures, and provides for expert technical support, consulting, custom programming, and a highly scalable hosting environment for a monthly fee based on site traffic and usage.

In short, the typical Full Partner client is of the size to require the services of an IT Department, and the power of enterprise content management, but does not have the resources to support this.

(14)

Page -14-

Our Mid-Market ASP Solution Ranked Among Competitors

In this chart we rank our competitors according to market share, product feature level and price. Full Partner is in a class by itself with the richest feature set of any competitor for the price.

Major, full-cycle platforms

Large-scale packages that cover CM from Production to Publishing and Distribution. Six-figure licensing costs are the norm.

• Vignette - R/5 Content Management Suite ($334.4 million sales) • Broadvision - One-To-One Publishing ($229.6 million sales) • OpenMarket - Content Server ($90.0 million sales)

• eGrail - Enterprise Content Server 4.0 • Tridion - DialogServer

Major, Mid-Market ASP solution

These packages target mid-market firms or enterprise departments. Licensing is paid monthly in the low to mid four-figures, which includes site hosting. Solution installation and legacy transformation and integration is in the low to mid-five figure range.

• Full Partner Enterprise Content Management Solution™

• Full Partner Success Marketing Process™ - vertical market solution for the Network Marketing Industry (low six-figure package price)

Mid-Market

These packages target mid-market firms or enterprise departments. They carry 5- to 6-figure licensing fees, and typically require some level of integration.

• Microsoft - Content Management Server

• Merant - PVCS Content Manager ($160.0 million sales) • FatWire - UpdateEngine5

• RedDot Solutions - RedDot • Obtree - C3

• Reef - Internetware

• Eprise - Participant Server ($16.6 million sales) • Starbase - eXpressroom

• Mediasurface - Mediasurface 3.5 • Chrystal Software - Astoria 3.6

• Accumedia - Enterprise Web Publishing System (ASP model)

Former “Document Management” companies

These packages come from Document Management roots and are particularly suited to large document repositories and complex workflows.

• Intranet Solutions - Xpedio Content Management Suite • Documentum - 4I WCM Edition ($182.4 million sales) • IBM - Content Manager

• Gauss Interprise - VIP Enterprise Content Management Platform ($51.6 million sales) • Enigma – Insight

(15)

Page -15-

Production-Oriented

These packages focus on the Production end of the CM lifecycle: role management, workflow, library services, and related tasks.

• Percussion - Rhythmyx 3.5

• Interwoven – TeamSite ($220.2 million sales)

Publishing-Oriented

These packages focus on the Publishing end of the CM lifecycle: page generation, personalization, caching, and so forth.

• BEA - WebLogic E-Business Platform

• ATG - Dynamo e-Business Platform ($163.0 million sales) • Oracle - Oracle9iAS

Open Source

The packages are available under open-source licensing terms. • Zope - Content Management Framework

• Midgard Project - Midgard 1.6 • OpenCms – OpenCms • Cofax - Cofax.CMS

• ArsDigita - Arsdigita Community System (ACS)

Low-priced

These products target very simple requirements, at low five-figure (or less) price tags. • Ektron - eMPower3.0

• UserLand - Manila

• Infosquare - openshare 2.2 • CyberTeams - WebSite Director • Atomz – Publish (ASP model)

(16)

Page -16-

The Full Partner ECMS Advantage

Any business that utilized the Full Partner Enterprise Content Management Solution will enjoy an advantage over its competitors because it will be able to very quickly deploy new ideas and implement changes in its Internet content without resorting to computer programmers and website developers. From making design changes in the overall site structure, to authoring new content or changing existing content, to personalizing content to the specific interests of your visitors and customers, the Full Partner ECMS provides the full solution.

The following overview of the Full Partner ECMS will provide you with detailed information about this leading edge technology and how you can apply it today to solve the problems you face in managing, maintaining, and keeping your company’s Internet presence dynamic, current and lively.

Designing the Site

Effective marketing communications relies on a consistent corporate image, and that requires applying a consistent graphical image across every Web page - especially when slight variations are needed to accommodate different types of content.

While it's essential to maintain tight control over the look and feel of the Web site, it is also important to make it easy for content creators to enter their material without affecting the design of the site.

This is achieved through the use of graphically designed templates that control how content is formatted and displayed.

Template Formatting

Material from the content database is merged into graphical templates that define how Web pages should look. This means Web pages are created automatically "on the fly" by incorporating text, images, and multimedia based on the design of the page and the marketing rules selected by the content developers.

You can use any popular Web page design package to create any number of templates.

Site Model Designer

It is always vital to be able to add, move or remove pages and even entire sections of the Site on a moment's notice as it becomes necessary to incorporate new ideas and keep the Site lively and fresh. This can be very easily accomplished with the exclusive Full Partner Site Model Designer. Using a convenient graphical tree interface, any authorized personnel can quickly change the overall layout of the site and publish the new design in a couple minutes.

Maintaining and expanding Web Site has just taken a quantum leap in efficiency with the introduction of the Site Model Designer.

Dynamic Navigation

Dynamic navigation is used in portions of the design where different navigation should be used depending on the section or depth of a page within the site. This means your designers can

(17)

Page -17-

specify a different set of navigation links for each section or sub-section, which gives the designer a great deal of flexibility over how to lead users to the desired content.

The navigation object portion of the database can store as many different sets of navigation objects as needed for the site's design.

In addition to being able to select which navigation object to use in a section, each navigation object can contain logic to automatically select which links and graphics to use based on the content available or user profile data.

Dynamic Content Objects and Containers

In addition, the Full Partner CMS allows designers to specify a variety of custom Content Objects that can be used anywhere in a template by inserting the object into a container.

This feature is typically used to automatically display content such as: • Articles

• Products

• FAQs, Testimonials or quotations • News headlines

• Subscription offers and contests • Warnings, notifications, and reminders

Authoring Content

Creating marketing content is more complex today than ever before as Web site visitors expect more in-depth and tailored content.

This new approach requires organizations to enlist help from people outside their traditional Web development team. Many of these content developers do not have experience creating HTML, so they need Web content development tools similar to a word processor that focuses on the text. At the same time, these authors need to be able to easily enter the data related to their content, specify who should see their content, and schedule when their content should appear. The authoring capabilities of the Full Partner CMS make it easy for these authors to develop quality content without having to allow them access to the graphical templates that control the style and formatting of the site.

Browser Interface

The Full Partner CMS is a Web-based system that allows content creators and managers to use a Web browser to enter, edit, and schedule Web pages and e-mail messages. This means that your Web management team can use PCs, Macintosh, or Unix computers.

Any special formatting within the body of a Web page's content can be entered through the CMS, so traditional HTML editors can be used to create that material. This allows each person to work with the HTML tools they are most comfortable with. In addition, special HTML editing software is available that turns a standard Web form into an interactive content development tool.

As Web content is entered, it is encapsulated into a Content Object so it can be easily assigned to appear anywhere on the Web site. If a Web page or Content Object needs to be moved to a different section, it's as easy as clicking on a different section from a list of sections. In addition,

(18)

Page -18-

entire sections of pages can be moved to be part of another section, making it easy for visitors to drill down to the information they need.

Previewing Pages

It is important for a content author to be able see pages being developed just as they will be displayed to site visitors. The Full Partner CMS provides several ways to preview pages:

• Display edited content within the actual graphical template selected for the page -- including all dynamically generated content.

• Links to pages under development can be easily created and distributed to team members.

• Use a staging server to allow a team of user to test large portions of the site prior to publication.

Meta Data

The Full Partner CMS makes extensive use of meta data that describes or enhances the use of the actual content on pages.

The standard version of the Full Partner CMS is configured to use meta data items such as keywords, descriptions, and similar types of data. The CMS can be customized to store any number of additional meta data items and make them available to template designers and content developers.

Versioning

Occasionally newly edited pages need to be replaced with earlier versions of those pages to remove changed content.

The versioning feature in the Full Partner CMS stores a copy of each page in a special section of the content database each time a new version of a page is created. If older versions of pages need to be reinstated, it's easy to select a version to replace the current version.

Localization

It is easy to create different language versions of any Content Object, such as an Article or Product or entire Site Navigation schemes, so that your Site will reflect the local language specified by the visitor. The language versions are linked to the master language version (English by default) so that your personnel need only create the default language version of the site and the system will then automatically display the correct language version to the visitor. Creating entire parallel Sites for different countries is also a snap thanks to the unique Full Partner Site Model Designer that will allow you to duplicate your main site (for example the United States version) as a Canadian, European, Asian, or any other designation and quickly revise the Site to exactly suit the Country or locality.

Scheduling

Each page and Content Object can have it's own starting and ending date (or date and time) that governs when it will be included in the live site.

(19)

Page -19-

This means Web pages and content objects can be scheduled to automatically replace expiring pages. This makes it easy to schedule special content for contests and promotions, special time-related offers, and other marketing content that should be shown only during a specified period. This keeps the site fresh without the problems of out-of-date pages.

When combined with rules-based tailoring of content, the scheduling features allow marketers complete control over who sees any content and when they see it.

Managing Workflow

Many organizations now create content for Web sites and e-mail newsletters with a team of people, each with a role and a responsibility during the publishing process. Full Partner CMS helps manage the workflow process by allowing each person to have access only to the sections of the CMS appropriate for their role so that proper entry, editing, review and approval occurs.

Workflow Management

The standard configuration for Full Partner CMS has three roles defined, however the system can be customized to have as many roles defined as are needed. The standard system has:

• Content Editor - Enter and edit content but not publish content

• Page Editor - Edit existing content and schedule material for publishing on the Web site and in e-mail newsletters

• Administrator - Create Web page templates, create new sections for content, and assign templates and content forms to sections

Notifications of New Content

Since many Web teams work in different locations, special e-mail notifications can be sent to members of the team about a variety of conditions, such as the creation of new content by writers and tabulations of Web and e-mail activity. In addition, notifications can be configured to appear on CMS Web pages for appropriate individuals.

Personalization

One of the strengths of Full Partner ECMS is that it is built upon a powerful personalization engine that allows both Web and e-mail content to be tailored based on the profile data.

Rules-Based Personalization

Personalization rules are entered into the Rules Manger via a Web form and are available for content developers to use in Web pages and e-mail messages.

This means that readers receive Web pages and e-mail messages that are generated dynamically delivering the content most appropriate for their individual needs.

Collecting Profile Data

Profile data can be collected for each use in these ways: • Answers supplied by the reader via Web forms • Tracking readers as they move within a Web site

(20)

Page -20-

• E-mails sent to the server to subscribe or unsubscribe to a newsletter, or to respond to questions included in newsletters

• Clickthrough tracking from e-mail newsletters to any Web page

E-Mail Campaign Management

One of the keys to success in online marketing is to stay in frequent contact with customers. Sending targeted e-mail messages is the most effective tool marketers can use to accomplish this.

The Full Partner ECMS makes it easy to schedule a campaign of e-mail messages over a period of time that will automatically be sent to each target group of people.

User Identification

Using personalization to deliver tailored content to loyal audience requires being able to identify each person not only within a single session, but also when they return to the site later. There are several techniques that can be used to identify people across sessions, such as automatically recognizing them when they return to a site and immediately personalizing their experience. Cookies can be used that store a person's unique Full Partner ID on their computer to recognize the person when they return to the site. We realize that some Web users are concerned about allowing cookies to be stored, so we also store a person's ID within the URL they bookmark. Sometimes it is necessary to authenticate that a person who has registered at your site is actually the person who owns the e-mail address they supplied. In this situation, the site can e-mail a unique "authentication" URL to the user and instruct them to go to that Web page to be permitted extra access. Once they access that URL their profile is updated to indicate they have been permanently authenticated.

When you add sections to your site that requires an extra level of security, such as credit card or government issued identification numbers, the site can require that users enter a password to access that material.

(21)

Page -21-

Begin Today to Enjoy the Full Partner ECMS Advantage

Thanks to our Application Service Provider model, your business can begin today to enjoy the Full Partner ECMS advantage without a large outlay of cash or precious time. The ECMS is fully operational on the servers at the Full Partner Datacenter, ready to be activated for your company in a few hours by our staff of trained professionals. There is no costly installation and configuration of software on your computers – if your personnel have access to the Internet and modern Internet browsers, you have everything you need to immediately access the full power of today’s leading Enterprise Content Management Solution.

Your monthly Technology Access Fee entitles you to comprehensive Full Solution Technical Support, so you always have an experienced technician to assist you in utilizing this powerful resource.

Your company’s valuable data is always safe in its own private, secured database that is backed up daily at the Full Partner Datacenter. Your site runs on a load-balanced cluster of state of the art Dell Powerhost™ Servers that provides unprecedented reliability, spontaneous scaling for peak loads, and automatic failover and redundancy.

Ask your Full Partner Account Executive to setup a comprehensive live demo of the Full Partner ECMS for you so that you can experience for yourself the power of working within this dynamic content management environment.

Once you have created your own demo site pages, you can have fun testing how easy it is to update text, move sections of content, send e-mail newsletters, monitor clickthroughs, and all the other marketing activities that are possible with the Full Partner ECMS.

When you are convinced that Full Partner is the right solution for you, let your Account Executive know. We are available to get your Enterprise Content Management Solution installed and operational in an amazingly short time.

Let Full Partner help you convert your possibilities into profits. Executive Office:

• Address: 1008 North B. Street, Fairfield, Iowa 52556 • Telephone: 641-472-3935

• Email: Scott.Hickey@FullPartner.com Technology Office:

• Address: 7 Avenida Vista Grande, #217, Santa Fe, New Mexico 87508 • Telephone: 505-466-1015

• Email: Ted.Nevels@FullPartner.com Internet Website