Meet the Datto Brand

Table of Contents

Meet the Datto Brand .......................................................................... 2

Mission Statement & Values ........................................................................................................2

Who We Are .........................................................................................................................................2

What We Do .........................................................................................................................................2

History of Datto .................................................................................................................................3

Business Model .................................................................................................................................3

Products ................................................................................................. 4

Unified Continuity ............................................................................................................................5

Datto Networking .............................................................................................................................5

Business Management ..................................................................................................................6

File Backup & Sync ..........................................................................................................................6

Glossary of Terms ................................................................................ 7

Must Know ........................................................................................................................................... 7

Business Terms ................................................................................................................................. 7

Datto Partnership Terms ..............................................................................................................9

Financial Terms .................................................................................................................................9

Technical Terms ................................................................................................................................ 10

Additional Resources ........................................................................ 11

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Meet the Datto Brand The purpose of this book is to share the global unified Datto story, message, and core values.

This resource should be used by all employees to deliver consistent positioning on behalf

of the organization. These guidelines help clearly communicate the brand’s message in

everyday terms.

Mission Statement & Values

Datto’s mission is to help managed service providers and their clients thrive.

We do this by:

1. Creating open, partner-centric technology

We provide the building blocks to deliver enterprise-quality IT services,

empowering our partners to be the best for the clients they serve.

2. Committing to partner success

From protecting what matters to growing their business, our entire

company exists to support partner needs and unlock partner potential.

3. Blazing a trail towards the future

We move the industry forward by seeking what’s next and reinventing it

for our partners.

Who We Are

As the world’s leading provider of IT solutions delivered by managed service providers (MSPs),

Datto believes there is no limit to what small and medium businesses can achieve with

the right technology. Datto offers business continuity and disaster recovery, networking,

business management, and file backup and sync solutions, and has created a one-of-a-kind

ecosystem of partners that provide Datto solutions to businesses across the globe. Since

its founding in 2007, Datto continues to win awards each year for its rapid growth, product

excellence, superior technical support, and for fostering an outstanding workplace.

What We Do

Founded in 2007, Datto provides business management, networking, business continuity and

disaster recovery, and file backup and sync solutions to enable managed service providers to

deliver best-in-class service to their small and medium businesses clients. Our technology

is sold to or through MSPs exclusively. Sell-to products include our Business Management

solutions (PSA and RMM). These help MSPs manage their business operations and manage

their fleet of client endpoints. Our other solutions are sold through MSPs, meaning we sell it

to them, and they sell it to their clients at a higher price. Sell-through products include our

Unified Continuity products, Networking products, and File Backup

and Sync products.

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History of Datto

Datto Founder Austin McChord created a backup device in the basement of his parents’

home in Norwalk, Connecticut that would eventually lead to the creation of Datto. Austin’s

first attempt to get the business off the ground involved door-to-door visits to nearby dentist

offices, law firms, and other local businesses trying to sell his backup devices, with virtually

no luck. The product worked well, but he wasn’t able to reach his customers.

Then, Austin stumbled upon a little-known industry of IT channel partners called managed

service providers (MSPs). He realized these MSPs had a unique position in providing small

and medium businesses (SMBs) with guidance on managing their IT infrastructure, and

could help these SMBs realize the benefits of these backup devices and keep the data

secure, selling the devices on his behalf, or as we call it, “through the channel”. Once Datto

started working with MSPs, Austin knew the business was right where it needed to be, and

he decided the channel is where Datto would stay. From then on, Datto was, and still is, 100%

dedicated to the MSP channel.

In 2017, Datto acquired Open Mesh and shortly thereafter introduced the first MSP-

centric networking solutions to the channel. Later that year, Datto and Autotask merged,

which expanded the company’s product suite to encompass business continuity/backup,

professional services automation, remote monitoring and management, file backup, file sync

and share, and networking.

In 2018, founder Austin McChord stepped aside as CEO and appointed Tim Weller to lead the

company as Chief Executive Officer.

Business Model

Managed service providers (MSPs) are our partners that deliver managed IT services to

small and medium businesses (SMBs) around the world in a recurring revenue model. Datto

provides technology to MSPs who then either use the technology themselves to run their

business (Business Management), or sell technology to their SMB clients (Unified Continuity,

File Backup & Sync and Networking).

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Products

File Protection

UNIFIED CONTINUITY NETWORKING

SaaS Protection

Managed Power

NAS Edge Routers

Cloud Continuity for PCs

SIRIS WiFiALTO Switches

Protecting business data no matter where it lives.

Reinventing how MSPs do Networking.

Workplace

FILE BACKUP & SYNC

Collaborative Freedom, Secure Productivity.

Autotask PSADatto RMM

Business Management

BUSINESS MANAGEMENT

Powering the Business of IT.

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Unified Continuity

Smart BCDR solutions that back up full system images to Datto’s secure Cloud and let you

easily recover a lost file or an entire business infrastructure in minutes.

• SIRIS: SIRIS is a reliable, all-in-one BCDR solution built for MSPs to efficiently prevent

data loss and minimize downtime for their clients.

• ALTO: Designed for smaller businesses who don’t require the full power of a SIRIS, ALTO

is a cost effective BCDR solution built for MSPs to easily prevent data loss and minimize

downtime. MSPs can recover granular data quickly from multiple points in time, and use

Datto Cloud virtualization to spin up lost servers, getting back to business in minutes.

• Cloud Continuity for PCs: MSPs now have a simple way to recover either a single file

or the entire PC with the power of image-based backups. This provides a way to easily

protect every clientPC from ransomware, lost or stolen PCs, and accidental file deletion.

• NAS: Smart, scalable, network attached storage platform centrally managed and

protected by the secure Datto Cloud.

• SaaS Protection: Datto’s SaaS backup and restore solution for Office365, Google Suite,

and Microsoft Teams.

• Datto File Protection: Simple, SMB-friendly, endpoint file and folder backup, with

powerful MSP management capabilities that automate service delivery and minimize

operational overhead.

Datto Networking

A fully integrated stack of networking technologies purpose-built for MSPs and designed

to be delivered as a managed service. Datto Networking’s wireless access points, managed

switches and LTE-enabled edge routers are fully cloud-managed, deliver enterprise features

at an affordable price, and are backed by a lifetime warranty.

• WiFi: Datto’s wireless access points are completely cloud managed requiring no

software or controller to be installed on-site. With fully integrated captive portal, built-

in mesh networking, and rated for indoor or outdoor use, Datto Networking WiFi delivers

efficiency and performance.

• Switches: Datto Networking Switches deliver extremely reliable switching performance

for managed service providers to deliver networking as a managed service.

• Edge Routers: Datto Networking Edge Routers deliver firewall protection with enhanced

web content filtering, advanced routing performance and fully integrated 4G LTE

Internet failover to protect against unwanted cyber attacks, enable efficient throughput

of network traffic and to eliminate Internet downtime.

• Managed Power: Datto Managed Power enables MSPs to remotely or automatically

reboot any non-responsive electronic device. Fully WiFi enabled and managed in the

cloud, the MP10 and MP60 deliver smart power control, complete with historical power

consumption graphs and more.

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Business Management

Get a competitive edge with a single pane of glass that helps your business operate

efficiently and deliver data-backed insights and support to clients.

• Datto RMM: This software gives MSPs the ability to manage a fleet of endpoints, or

devices, remotely, rather than driving to a client site to address an issue. Datto RMM

reduces the cost and complexity of supporting hundreds to thousands of devices from

an MSP’s business through powerful automation. Note: Datto RMM is formerly called

Autotask Endpoint Management. Please only refer to our solution as Datto RMM.

Competitors include ConnectWise Automate, Kaseya VSA, SolarWinds MSP RMM,

SolarWinds N-Central, Ninja RMM, Continuum Command (acquired by Connectwise) and

other lesser known solutions.

• Autotask PSA: Autotask PSA is a professional services automation tool that Datto

partners use to manage their business including service delivery (Ticketing), project

management (Projects), sales/account management (CRM) and billing (Contracts/

Invoicing). The key value of Autotask PSA is the ability to understand the enormous

volume of operational data that is generated in the business through fully customizable

dashboards and widgets. Competitors often include ConnectWise Manage, Kaseya BMS,

ServiceNow but may also be “home-grown”, non-commercial systems.

File Backup & Sync

Enable clients to seamlessly collaborate in real-time, back up, and restore work without

sacrificing security, power, or simplicity.

• Datto Workplace: Datto’s file sync and share (FSS) product. Formerly known as

Autotask Workplace/AWP. Note: do not abbreviate. Competitors include: Dropbox,

Box and Google Drive.

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Glossary of Terms

Must Know

• Channel - The selling method of our business. Vendor (Datto) sells to managed service

providers (MSPs), who then sell to small and medium businesses (SMB) managed

service providers are our channel.

• MSP/managed service provider - MSPs are small businesses that specialize in providing

technology services to other small and medium businesses in a recurring revenue

model. Datto partners are MSPs (not ITSPs/Information Technology Service Providers).

• Partner - An MSP that buys Datto products (customers are called partners, not customers)

• SMB/Small and Medium Businesses - A business that, due to its size, has different IT

requirements — and often faces different IT challenges — than do large enterprises,

and whose IT resources (usually budget and staff) are often highly constrained.

Gartner defines SMBs by the number of employees and annual revenue they have. The

attribute used most often is the number of employees; small businesses are usually

defined as organizations with fewer than 100 employees; midsize enterprises are those

organizations with 100 to 500 employees. Also referred to as end-user.

• BCDR - Business Continuity and Disaster Recovery (not BDR). Includes SIRIS, NAS, and

Alto devices. BCDR allows a business to virtualize their data in the cloud following a

disaster to have full business functionality, or business continuity. Competitors include:

Infrascale, Kaseya Unified, Veeam, StorageCraft, Acronis.

• MRR/Monthly Recurring Revenue - In a subscription model, the monthly recurring

revenue is the revenue that is being brought in each month on a recurring basis. Can

be setup in a variety of instances such as software, service, and any subscription based

service. For example: Netflix, Hulu, Amazon Prime, etc.

Business Terms

• VCG/Vista Consulting Group - the consulting arm of Vista Equity Partners. This team

works in conjunction with Vista investment professionals and key portfolio company

employees to help current and newly acquired businesses strengthen their operations.

• Private Equity/PE - Private investment company. Vista Equity Group is a PE firm that

invested in Datto in 2017. Note: PE firm Thoma Bravo owns ConnectWise and Insight

Venture Partners owns Kaseya, two other large vendors in the MSP space.

• Project Sherpa - Project Sherpa is the ERP implementation project to align the greater

organization on a single instance of Marketo, Salesforce, and Netsuite to ensure

efficiency within the organization as well as for our partners to have one unified

experience with Datto, regardless of which product they buy. The project has been in the

works since 2018 and launch its first phase in May 2019. The second phase is estimated

to be released in Q4, 2019.

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• OKR - The “objectives and key results” (OKRs) methodology to setting goals is a

goal-setting system that drives alignment, performance and results at growing and

high-performing companies. It essentially asks the questions “where do we want to

go?” and “how do we know we’ve gotten there?”

• KPI - Key performance indicator. KPIs are used to measure success. Examples of KPIs

could include:

• Provide sales with 750 qualified leads in Q1

• Onboard 200 net new hires in 2019

• Finalize 2020 plan by the end of Q3, 2019

• ROI/Return on Investment - Most common profitability ratio. Typically measured by

dividing the return of an investment by the investment.

• Enterprise-grade - A term used to describe a product that is high-performing enough

for the demands of an enterprise business or configured with options to integrate with

enterprise systems.

• Verticalization/Specialization - The term used to describe when a business chooses

to focus their sales on a specific vertical or business type (e.g. construction,

manufacturing, health care, etc.)

• GTM - Go to Market. The process for taking offerings from conception into a customer’s

hands. Also the Datto name for the Sales, Marketing and Success teams at Datto.

• CX/Customer Experience - Datto CX encompasses non-sales partner facing

departments including partner success, technical support, supply chain operations, and

CX operations. These departments comprise nearly 1/3 of Datto’s entire employee base.

Disaster Response Team/DRT - The DRT responds to hurricanes in North America to

provide MSPs with access to Datto expertise and equipment on the ground, and their local

communities with support when they need it most.

• homePool - Datto’s intranet website (internal internet) which can be accessed via Okta.

• ANZ - A subset of APAC including only Australia and New Zealand.

• APAC - Asia-Pacific. Includes Asia, Australia, and New Zealand.

• EMEA - Europe, the Middle East and Africa: an abbreviation typically used in business

and marketing to describe a geographic market or region. Generally at Datto we mean

Europe when we say EMEA.

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Datto Partnership Terms

• End user - The client of an MSP and the ultimate beneficiaries of Datto solutions.

• Partner Portal - The Datto Partner Portal is where partners can purchase more devices,

pay their bills, and manage their Datto devices.

• Partner Program - The Datto Partner Program is a program to support any MSP that

purchases our products with marketing and sales tools, promotional programs, and

more, all accessed through the Datto Partner Portal. The program has four tiers based

on a partner’s total MRR: Business, Professional, Enterprise, and Blue.

• MarketNow - A marketing automation platform within the Partner Portal that allows

partners to execute marketing campaigns with Datto content geared toward the

partners’ end users.

• DattoCon - Datto’s semi-annual, worldwide conference for current and prospective

partners. This event offers attendees training on Datto products, business strategy, a

sponsor showcase and networking opportunities with peers and partners in the industry.

We host one in North America and one in Europe each year.

Financial Terms

• MRR/Monthly Recurring Revenue - In a subscription model, the monthly recurring

revenue is the revenue that is being brought in each month on a recurring basis. Can

be setup in a variety of instances such as software, service, and any subscription based

service. For example: Netflix, Hulu, Amazon Prime, etc.

• ARR/Annual Recurring Revenue - Annual Recurring Revenue, or ARR, is a subscription

economy metric that shows the money that comes in every year for the life of a

subscription (or contract). More specifically, ARR is the value of the recurring revenue

of a business’s term subscriptions normalized for a single calendar year. $5 a month in

MRR is equal to $60 in ARR after 1 year.

• GMRR/Gross Monthly Recurring Revenue - New monthly recurring revenue before

deducting the lost MRR from customers that no longer subscribe to Datto Products.

• LMRR/Lost Monthly Recurring Revenue - LMRR is how much monthly

recurring revenue is lost in a given period due to customers that have

cancelled their subscription.

• NMRR/Net Monthly Recurring Revenue - The resulting monthly recurring revenue

subtracting lost MRR from gross MRR.

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Technical Terms

• Inverse Chain Technology - A Datto-patented technology that allows backup snapshots

to not be dependent on previous snapshots - called a backup chain. Traditional backup

chains consist of the base image and a list of all the subsequent changes made to the

image since the last full backup. Inverse Chain is different in that each backup is fully

constructed, and not dependent on a chain of any kind. This allows deletion of individual

snapshots without causing the need for a new base image or resetting the chain.

• Instant Virtualization - The ability to initiate the boot of a backup machine image in

minutes on a SIRIS device or in the Datto Cloud. Because backups are stored as a

universal file format with each backup point fully constructed, SIRIS does not need to

take the time to construct a backup image and users can virtualize any point in the

backup chain “instantly”.

• DRaaS - Disaster recovery as a service (DRaaS) is the replication and hosting of physical

or virtual servers by a third party to provide failover in the event of a man-made or

natural catastrophe.

• SaaS/Software as a Service - A business software purchase, often as a cloud based

system or license which is fulfilled on a recurring costs. Examples include Google Apps,

Zendesk, Salesforce, Intacct, Marketo, Autotask PSA, Datto RMM, ADP, and Office 365.

• FSS/File Synchronization & Sharing (FSS) - A class of product that enables users to

synchronize the latest files across all user devices, and allows users to share files

with other users. This can include documents, photos, videos and files across multiple

devices, such as smartphones, tablets and personal computers.

• PSA/Professional Services Automation - software designed to assist organizations with

business management, resource management, operational efficiency and profitability.

These solutions typically include functions for project management, documentation, time

and attendance, billing, labor utilization and reporting. Autotask is Datto’s PSA solution.

• RMM/Remote Monitoring & Management - RMM is a software application comprising a

collection of tools used by MSPs to automate the administration and support of their clients’

devices without having to be physically at the device. This can be done with a cloud-based or

(e.g. Datto RMM) or on-premises-based solutions (e.g. ConnectWise Automate).

• SSO/Single Sign On - A process that allows an end user to access multiple applications

but only requires that they enter one username and password to login and gain access

to those applications.

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Additional Resources

• Datto Brand Guide - The Datto Brand Guide is complete with downloadable logos,

typography, color palettes, illustrations, and product photos. This guide also offers

Datto branded presentation templates for Google Slides, Keynote, PowerPoint, and

PowerPoint Arial.

• Logos

• Typography

• Colors

• Illustrations

• Templates

• Product Photos

• Datto Brand Messaging Book - The Datto Brand Messaging Book provides a

comprehensive overview of the brand voice, tone, and messaging. This book will help

you understand the Dos and Don’ts when writing and speaking about Datto, our partners,

products, etc. It also offers quick access to Datto’s most current boilerplate.

• Datto brand voice and tone

• Messaging overview

• Dos and Don’ts

• Boilerplate

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