The document outlines Rocklike DMS's vision of providing secure online data backup solutions tailored for the Indian market, which is still developing in this area. It highlights the founding team's qualifications, market potential, and the company's strategy for reaching clients, particularly SMEs in major cities. Additionally, it identifies key financial needs and potential threats, while detailing planned milestones and exit strategies for the business.

1.  Right to digitalize! As the statement clearly
defines, we believe, every individual and
organization has a right to have an
online storage and data back-up
emphasizing its identity with the document
and its contents to avoid fraud and forgery.

2. Our Insight
 Online Data Back-up systems, though a fairly mature concept in much
of the developed world, is still in its infancy in India.
 Though the need for on-the-go online data back-up is being
increasingly felt by an increasingly data-heavy industry, there are few
providers in the Indian market.
 Rocklike DMS addresses this growing need for cost effective,
authentic and highly secure online data backup system. Keeping in
mind the needs of the customers, we have devised a system to store,
update, maintain, and share data in a very user friendly way.
 The uniqueness of this system lies in its ability to maintain
transparency in communication which give users the basic information
about each document as to when and who created the same.

3. Team Profile
Prathemesh Apte, Founder & CEO
Prathemesh completed his Bachelors in Science (BSc.) from Jawaharlal Nehru University (JNU),
New Delhi, while undergoing cadet’s training at National Defence Academy (NDA), Pune. After
passing out from NDA, he joined the Indian Military Academy (IMA), Dehradun for Commissioned
Officer's Training in Jan 2008, but was discharged from service on medical grounds soon after
suffering an injury during the training. He studied law upon his return and was awarded the L.L.B
degree by the Mumbai University after successfully completing the course. He has also completed
the ‘Company Secretary’ course (CS) offered by Institute of Company Secretaries, India, and is also
the recipient of 'Past President Chinubhai R Shah Silver Medal' and 'Late V.K. Mathur' memorial
award. His interest in writing can be deduced by the book he authored titled 'Destiny's Missed
Call', about the life in NDA which was published in May 2012.
Rahul Chavan, Development Lead
Rahul completed his Master’s Degree in Computer Science from Pune University. He has vast
experience on ‘Java 2 Enterprise Edition’ line of Technology. During his work tenure he was
exposed to various phases of Software Development Life Cycle (SDLC) such as Requirement and
Analysis, Design and Construction, Documentation, Development, Product Configuration and
Deployment, Unit Testing and Production Movements. His domain expertise includes working in
Struts 2.0, spring 3.0 framework, social networking site for corporate industry and private internal
network, document management system using Jack Rabbit/JCR and in manufacturing domain for
software development.

4. Key Partners and Activities
 Rocklike Document Management System (DMS) Private Limited, a start-up based
in Pune started with its operations in July 2012. We have built a in-house
development team, comprising of 6 members. The company has developed a
beta version of a web application to provide its customers with a system to
store, update, maintain, and share data in a very user friendly way.
 As we are into online data management, maintaining security and authenticity of
the user’s data is of prime importance to us. To facilitate the seamless
implementation of the same we have a multifaceted team of technical experts
and consultants.
 Our web application and data storage is to be hosted on cloud servers and
services provided by Amazon Web Services. Marking its presence on an
international level, Amazon is best known to provide highly reliable and scalable
services.
 We have partnered with e-Zest Solutions Ltd, a company based in Pune for
secured and efficient deployment on AWS Cloud.

5. Market Need
Cost-effective and User friendly System for SMEs, Firms, Professionals,
Consultants & Individuals providing:
Secured online data back-up as disaster recovery tool
Flexible data sharing
Data archiving
Control and Support Document Version.
Anytime, Anywhere access to data
Transparent communication between the individuals, organizations
to maintain authenticity and eliminate fraud and forgery related to
paper documents.

6. Market Potential
As elsewhere in the big economies, SMEs, Small-scale offices, Firms, Professionals and
Consultants play a major role in the Indian economy. This segment has come to the
forefront attaining the count of over 30 million in the last few years in India due to
several reasons; government thrust towards the segment, increasing business
opportunities in a robust economy, domestic demand, opportunities through
globalization, rise of tier-2 and 3 cities, towns and momentum in entrepreneurial
ventures. By 2015, this is projected to grow to 45 million.
Similarly, this segment is heading towards a data deluge and given the requirements
of effective storage, management and retrieval of data storage has assumed the role
of a critical IT enabler in today's time. Gone are the days when most SMEs had only a
limited budget for capital IT purchases. Today, the market potential is unbelievably
high. Realization is now downing on this segment in India that IT spends is something
of an absolute must. In fact, this segment spends an estimated US$234 billion (about
Rs.10.53 Lakh crore) per year on IT products worldwide.
Thus, a potential customer base whom we intend to provide our services affirms great
market potential in India. Our immediate target cities, Pune and Mumbai constitute
of more than 2 million prospective clients in this segment.

7. Proof of concept
 Kleeto India, a company based in Gurgaon (Haryana, India)
provides for online data storage and sharing services to
Individuals, SME’s and Firms. It also provides facility for physical
document storage. It has crossed a revenue of 3, 00,000 US$
within a span of 2 years.
 Similarly, Paperlessindia operates in Benguluru and provide for
similar online data storage services.
 Copyindia, a company based in Delhi operates on similar ground.
 There are various free service providers like Google Drive,
Dropbox , Skydrive.

8. Differentiation/USP
 Authentic and encrypted storage
 No need to install /download on every new user-
interface.
 Control and Support Document Version.
 Highly economical and worthwhile.
 Admin Console.
 Efficient technical support and on-site scanning
facility
 Six supporting applications to assist the user for
networking and building own knowledge center.

9. Value Proposition
 Secured data back-up maintaining authenticity.
 Online work-space facilitating multiple users under Admin
Console
 Personalized data storage
 Flexible and secured sharing
 Support for document versions.
 Data archiving.
 Access to data from multiple locations.
 Simplified retrieval mechanism.
 Document log and reminder.
 Notification services to ensure confidentiality.
 Six supporting applications to assist the user for networking
and building own knowledge center.

10. Sales & Marketing Strategy
The company plans to establish an efficient operational base in 11 cities like Pune,
Mumbai, Nagpur, Aurangabad, Ahmedabad, Vadodara, Indore, Bhopal, Hyderabad,
Bengaluru and Goa encompassing nearby states of Maharashtra over a period of
three years. These cities offer a huge market potential in terms of SME’s, Small-scale
offices, Firms, Professionals, Consultants and Individuals.
In the first year we would have our operations in Pune and Mumbai region. To create
awareness amongst this segment of potential clients about our services and to reach
and provide them with our services we plan for following marketing strategies:
Create awareness and reach out to a large segment via conferences, exhibitions,
events and seminars.
Best possible utilization of our network through promoters, colleagues and key
partners.
Creating/Building a chain of references via customers.
Methodologies like Direct and Personalized marketing.
Social marketing via Linkedin, Blogs and Google Ads.

11. Broad Financial: Need & Major
Expenses for 3 years
 To sustain and perform in the competitive sector of online data back-up we
require US $ 0.2 million (Approx Rs 1 crore) to meet capital expenditures.
(Pune,
(Pune, Mumbai + (Pune, Mumbai + 9
Particulars Mumbai) First
3 Cities) Second Year Cities) Third Year
year
Remuneration ( In-house Operations
Team, Development Team, Marketing 40,00,000 90,00,000 1,80,00,000
and Sales Team and Support Team)
Advisory Services 5,00,000
7,00,000 10,00,000
(Deployment, Networking and IT Security)
Occupancy Cost 5,00,000 10,00,000 22,00,000
Infrastructure Cost And Expenses 10,00,000 6,00,000 20,00,000
General Office Overheads 5,00,0000 10,00,000 22,00,000
Marketing and Advertising
10,00,000 25,00,000 40,00,000
75,00,000 1,43,00,000 3,04,00,000
Total

12. Revenue for 3 years
(Pune, (Pune, Mumbai
Mumbai) + 3 Cities) (Pune, Mumbai + 9
Particulars
First Year Second Year Cities) Third Year
Customer Base 6000 20,000 45,000
Average revenue
generated per 1100 1100 1100
customer per year
Total 66,00,000 2,22,00,000 4,95,00,000

13. Our Threats and Weakness
A threat is an external danger, while a weakness is an internal
vulnerability. We may face threats and have weakness related to
following issues:
Government policies over internet and related issues like electronic
repository, electronic storage etc.
Current and future competitors providing similar services.
Incorrect choice or means of deployment on AWS cloud.
Any security issue related to data storage, access to data and its
content or access to application by an unauthorized user.
Marketing strategy that fails to create awareness about importance of
online data backup and related services.
Lack of adequate technical and customer support.

14. Milestones to be achieved in 3yrs
 Ensure seamless and efficient operations in Pune, Mumbai
and other 9 cities.
 Build a brand for our business in terms of authentic and
secured storage along with customer satisfaction.
 Update current features in alignment with technology
innovation and trend.
 Add new features and services to provide further
authenticity, security and customer comfort.
 Explore prospective customers in other domains like
Education and Health.

15. Outcome of Business
One of the most important strategic decisions that a start-up
company makes is planning its exit, as this is what allows the
investors to achieve their end goal: a successful, lucrative and
painless market exit. These are the following exit strategies we
foresee:
Sale to a company having global presence or huge market
capitalization that provides similar services.
Acquisition by other company as a strategic buyer.
Merger with other company to form a joint venture.
Buyout.
Buyback of shares by the company.
Sale of shares/stake to next round investors.
Aspiration : exit via IPO