Service Specification

This document sets out the functionality of the Turtl product for use in customer license agreements.

Please note that the Turtl product is being continually evolved and, as such, features will be added and / or deprecated from time to time. The Turtl feature set is broad, so the below is intended as an outline only. If you are unsure which features are available to you under your licence agreement or if you would like more information on any aspect of the solution, please speak to your usual Turtl contact or send a message to info@turtl.co.

Turtl is a cloud-based Software-as-a-Service product which allows customers to create and distribute high-quality online documents and monitor their performance over time.

1. Reading †
2. Reader access control †
3. Authoring
4. Personalizing *
5. Publishing
6. Analytics †
7. Integrations †
8. User management *
9. License type, permissions and Roles †
10. Content management
11. Compatibility
12. Limits

* These features are only available if specified in the customer’s licence agreement

† Elements of these features are only available if specified in the customer’s licence agreement

Documents created in Turtl are referred to as “Turtl Docs” and are rendered in Turtl’s proprietary Surf and Immerse reading format. This format is based on psychological research regarding optimal human reading behavior. A “Published Turtl Doc” is a Turtl Doc that no longer sits in draft format.

Published Turtl Docs are rendered as HTML5 webpages and are accessed by readers through a compatible web browser. Navigation is accomplished by moving through Surf pages until a topic of interest is identified, at which point a “Read on” button can be clicked to access an Immerse level where further information and interactive elements can be found.

General features:

1. Proprietary Surf and Immerse reading experience
2. Page turn animation for desktop reading
3. Page slide animation for mobile reading
4. Automatically generated contents menu
5. Social sharing tools on every page
6. Full screen button (where supported)
7. Download as PDF option
8. Page numbering throughout
9. Page turn animations on desktop (slide animations on mobile)

Surf page features:

1. Image zoom effect on the cover page
2. “Read on” button to access Immerse pages
3. Heading and subheading text
4. Brand-specific layout options *
5. Brand-specific color options

Immerse page features:

1. Flexible, column-based layouts
2. Multi-column elements
3. Brand-specific typography and styling *
4. Optional lead capture form
5. Interactive elements, including:
   1. Polls
   2. Quotes
   3. Video
   4. Audio
   5. Maps
   6. Charts
   7. Hyperlinks

Back cover features:

1. Sharing options
2. Custom thank you message
3. Custom contact details
4. Optional sign-up form

Turtl provides tools to allow control over who can read each Published Turtl Doc. The following options are available:

1. Public on the web – Anyone on the internet can find and access your Doc. Search engine indexing will be enabled.
2. Anyone with the link – Anyone who has the link can access your Doc. Search engine indexing will be turned off.
3. Anyone at my company * – Anyone with a login or an SSO account at your company can access. Search engine indexing will be turned off
4. Specific people only – Specific people on the list provided can access. Search engine indexing will be turned off.

Turtl provides an interactive HTML5 web application for creating Turtl Docs which is hosted and served by Turtl. The following are provided:

General features:

1. Automatic and manual saving
2. Mobile preview
3. Toggle gridline visibility
4. Toggle preview visibility
5. Timeline for page management including:
   1. Copy
   2. Paste
   3. Delete
   4. Insert
   5. Drag and drop re-ordering

Surf page features:

1. Set heading and subheading
2. Select and crop image
   2.1. Direct upload
   2.2. Rights-free image bank
   2.3. Paste URL
   2.4. Customer library (where available)
3. Select text layout
4. Select text position
5. Select text color scheme

Immerse page features:

1. Enable or disable Immerse page
2. Show sign up form
3. Set sign up form as optional or required
4. Choose Immerse page style
5. Choose Immerse page column count
6. Drag and drop interface for controlling layout
7. Snap to grid and column functionality

Immerse page text editor features:

1. Custom rich text editor
2. Common formatting options (bold, italic etc.)
3. Page and column breaks
4. Apply brand-specific styles and colors *
5. Interactive elements, including:
   1. Polls
   2. Quotes
   3. Video
   4. Audio
   5. Maps
   6. Charts
   7. Hyperlinks

Back cover features:

1. Set text
2. Set contact details
3. Toggle sign-up form visibility

Turtl allows users with the necessary permissions to personalize Turtl Docs through the Personalization Module by adding tokens and rules to pages and defining data sources to create dynamic content.

Personalization tokens specify the text, images, videos, or tables that are replaced during the personalization process. There is no limit on the number of tokens used to configure Turtl Docs.

Adding rules to pages determines whether a page/ section/ block is included.

The data points required to personalize a Turtl Doc can use one of the following sources:

• Internal forms
• Reader forms
• File upload (CSV file, max 20,000 rows)
• Customer database (using API or native integrations)

The service generates personalized Turtl Docs, it does not cover the distribution of files by email or marketing automation platforms.

Forms display with styling to reflect the customer Brand Theme as the default. Professional services support is available for more complex styling and branding requirements.

Personalization using a direct connection to customer CRM or reporting databases (via native integrations or the Turtl API) may require professional services support. Professional services support is assessed on a case-by-case basis.

Each personalized Published Turtl Doc collects its own set of analytics and all personalized versions of a given Published Turtl Doc will update their content elements automatically to reflect any changes made to the source Turtl Doc.

Turtl allows users with the necessary permissions to convert PDFs into Turtl Docs using Adobe Sensei AI. The following functionality is available when converting a PDF:

Design Options:

1. Turtl gets you started – the resulting Turtl Doc will be split into chapters and interactive layouts will be created. The converted Turtl Doc is available in the creation studio for editing. This option utilises the AI features referred to below.
2. Just import content – the resulting Turtl Doc will be split into chapters with no layouts applied. The converted Turtl Doc is available in the creation studio for editing.

Optional AI features:

1. AI image suggestions – Turtl will use AI to pick relevant royalty-free images to improve the Turtl Doc if the PDF doesn’t contain enough quality imagery for each Surf page. Turtl use OpenAI to understand the topic of the content and source relevant images from Freepik. This option can be disabled before converting a PDF.
2. AI content enrich – Turtl will use OpenAI to understand the content and generate quotes, and polls and pull out significant text into text boxes to make the content more engaging. Turtl will utilise Sightengine to score the quality of images in the PDF to determine if they are of good enough quality to use on Surf pages. This option can be disabled before converting a PDF.

Turtl provides tools to assist with publishing to popular online channels.

Email tools:

1. Animated front cover animation in GIF format to be embedded in emails

Website tools:

1. Static cover image
2. Customizable embed code featuring:
   1. Animation on hover
   2. Color options
   3. Option to open Published Turtl Doc in lightbox or new tab
   4. Sizing options

Social tools:

1. Auto-generated social cards for major networks
2. Auto-generated short link

Other:

1. Specify a custom URL for each Published Turtl Doc

Turtl provides a complete set of analysis tools across four different types of reporting dashboard whose functionality is described below:

Company dashboard:

1. Graph of reads and signups over time
2. Counters for headline metrics
3. Breakdown of reads by different variables
4. List of the most read Published Turtl Docs with headline metrics
5. List of known readers with headline metrics †

Doc dashboard:

1. Graph of reads and signups over time
2. Counters for headline metrics
3. Breakdown of reads by different variables
4. List of pages with key metrics
5. List of interactive elements with key metrics
6. List of known readers with headline metrics
7. Raw data download option

Benchmarks dashboard:

1. View of Doc metrics comparison to:
   1.1. All Team Docs – All the Docs in the Team
   1.2. Industry – All Docs in the industry
   1.3. Global – All Docs across all Teams in Turtl.
2. Breakdown of key metrics and comparisons
3. Graph of bounce rate comparisons
4. Graph of returning readers comparisons
5. Graphs of read time comparisons
6. Graph of share rate comparisons
7. Graph of sign-up rate comparisons

Reader dashboard: †

1. Graph of reads and signups over time
2. Counters for headline metrics
3. Breakdown of reads by different variables
4. List of pages with key metrics
5. List of interactive elements with key metrics

General functionality:

1. Filter dashboards by:
   1.1. Time
   1.2. Source
   1.3. Device type
   1.4. Location
   1.5. UTM tokens
2. Download XLS data

Turtl integrates with a number of popular CRMs. While each integration differs slightly, the following broad functionality is generally available for each:

Forms:

1. Replace Turtl sign-up forms with CRM forms
2. Capture leads directly into customer’s CRM
3. Track readers as individuals once they have completed a form

Link tracking:

1. Send out tracking links via CRM email
2. Track readers as individuals once they have followed a tracked link

Auto tracking:

1. Track readers as individuals if known to the CRM by cookie

Users can be approved by Turtl staff or the customer. The following authentication methods are available:

SSO:

1. SAML 2.0 via customers own IDP

Email and password:

1. Set minimum length
2. Set maximum length
3. Set require an uppercase character
4. Set require a lowercase character
5. Set require a special character
6. Set require different from last n passwords
7. Set max password age

The following license types, Additional Permissions and Roles are available subject to the agreed terms and pricing stated in the license agreement:

License types

Full User
A Full User is a User Subscription that can be assigned Global Admin, Admin and Brand Manager permissions and any Roles.

Limited User
A Limited User is a User Subscription that can be assigned the Integrations Manager permission and access to Reviewer, Analyst and Personalizer Roles in a Workspace.

Additional permissions

Additional Permissions are available for users that need to manage specific functionality within a Team which are as follows:

Global Admin
A Global Admin has access to all Workspaces and analytics dashboards and to all functions within a Team including adding other users, and creating, managing and publishing new Turtl Docs.

They can:

1. Create Workspaces and manage them
2. Add, remove and manage user permissions of Workspaces
3. Create, edit and manage templates and Brand Themes
4. Manage and view integrations
5. Add, remove and create labels
6. View and export analytics
7. Leave, reply to and resolve comments

NB: this additional permisson is only accessible upon request. To avail yourself of this additional permission please speak with your account manager or customer success manager.

Admin
An Admin user manages an entire Workspace and has access to all functions within a Team including adding other users and creating, managing and publishing new Turtl Docs.

They can:

1. Create Workspaces and manage them
2. Add, remove and manage user permissions of this Workspace
3. Create, edit and manage templates and Brand Themes
4. Manage and view integrations
5. Add, remove and create labels
6. View and export analytics
7. Leave, reply to and resolve comments

Brand Manager
A Brand Manager manages the branding within a Team.

They can:

1. Create, edit and manage templates and Brand Themes

Integrations Manager
An Integrations Manager manages the integrations within a Team.

They can:

1. Manage and view integrations

Roles

Owner
An Owner manages an entire Workspace and has access to all Turtl Doc functions including creating, managing and publishing new Turtl Docs. They can:

1. Create, edit, publish, share and manage Turtl Docs
2. Rename and delete the applicable Workspace
3. Add, remove and manage user permissions of the applicable Workspace
4. Personalize and batch personalize Turtl Docs
5. Create and edit templates
6. Add and remove labels
7. View and export analytics
8. Leave, reply to and resolve comments

Publisher
A Publisher is a member of a Workspace who can create, manage and publish Turtl Docs as well as Workspace templates. They can:

1. Create, edit, publish, share, and manage Turtl Docs
2. Personalize and batch personalize Turtl Docs
3. View and export analytics
4. Add and remove labels
5. Create and edit templates
6. Leave, reply to and resolve comments

Editor
An Editor is a member of a Workspace who can create and manage Turtl Docs but cannot publish them to live. They can:

1. Create, edit, share and manage Turtl Docs
2. Personalize and batch personalize Turtl Docs
3. View and export analytics
4. Add and remove labels
5. Create and edit templates
6. Leave, reply to and resolve comments

Personalizer *
A Personalizer is a member of a Workspace who can take existing Turtl Docs and quickly personalize them prior to sharing with a target recipient. They can:

1. View and share Turtl Docs
2. Create and share one-to-one personalizations (note: batch personalization is not available for this role)
3. View and export analytics of personalizations
4. Leave, reply to and resolve comments

Analyst
An Analyst can:

1. View and share Turtl Docs
2. View and export analytics
3. Leave, reply to and resolve comments

Reviewer
A Reviewer can:

1. View and share Turtl Docs
2. Leave, reply to and resolve comments

Turtl organizes Turtl Docs into workspaces – distinct groupings of content within your Turtl instance. Each workspace contains its own set of users plus roles, Turtl Docs and other features. Turtl Docs can be moved between workspaces and users can belong to one or more workspaces.

Turtl is designed for use with modern browsers. The following browsers are officially supported for the following functionalities:

Supported browsers, November 2020:

Reading:

1. Google Chrome – last three major versions
2. Mozilla Firefox – last three major versions
3. Microsoft Edge – last three major versions
4. Apple Safari – last three major versions
5. Apple Mobile Safari – latest version

All other functions:

1. Google Chrome – last three major versions
2. Mozilla Firefox – last three major versions

Additional Permissions – Authorized Users that need to manage specific functionality within a Tenant, subject to the type of User Subscription purchased.

Admin – an Additional Permission that manages an entire Workspace and has access to all functions on the Tenant including adding other users and creating, managing and publishing new Turtl Docs.

Analyst – a limited Role that can only view and share Turtl Docs; view and export analytics; and leave, reply to and resolve comments.

Authorized User – those employees, agents and independent contractors of the customer who are authorized by the customer to use the services.

Brand Manager – an Additional Permission that manages the branding on the Tenant.

Editor – a member of a Workspace who can create and manage Turtl Docs but cannot publish them to live.

Full User – a user that can be assigned Global Admin, Admin and Brand Manager permissions and any Roles.

Global Admin – an Additional Permission that has access to all Workspaces and analytics dashboards and to all functions on the Tenant including adding other users, and creating, managing and publishing new Turtl Docs

Immerse Page – contains the main content of a Turtl Doc and forms the body of a given section. Readers navigate from the Surf Page to the Immerse Page.

Integrations Manager – an Additional Permission that manages the integrations on the Tenant.

Limited User – a user that can be assigned the Integrations Manager permission and access to Reviewer, Analyst and Personalizer Roles in a Workspace.

Owner – a Role that manages an entire Workspace and has access to all Turtl Doc functions including creating, managing and publishing new Turtl Docs.

Personalization Module – the content assembly tool which enables users to pull together content from a pre-defined library in order to produce personalised content for Readers.

Personalizer – a member of a Workspace who can take existing Turtl Docs and quickly personalize them prior to sharing with a target recipient.

Published Turtl Doc – a Turtl Doc that no longer sits in draft format.

Publisher – a member of a Workspace who can create, manage and publish Turtl Docs as well as Workspace templates.

Reader – readers of Turtl Docs, ie employees, clients, customers or prospective customers to whom links to Turtl Docs are distributed by the customer.

Reviewer – a limited Role that can only view and share Turtl Docs and
leave, reply to and resolve comments.

Roles – a role controls the level of access and responsibilities that an Authorized User is given in a Workspace subject to the User Subscription purchased by the customer.

Surf Page – a page within a Turtl Doc that introduces a section of content and takes the Reader to the corresponding Immerse Pages.

Team(s) – a space within a Tenant where Authorized Users can create and store their Workspaces and Turtl Docs. Authorized Users can be members of multiple Teams on a Tenant and can easily switch between the Teams they have access to.

Tenant – the dedicated log in page for Authorized Users to access the services and Teams they have access to.

Turtl Doc – the electronic document created by Authorized Users in the course of using the services, which may include, text, images and/or videos and the primary purpose of which is to promote the goods and/or services of the customer.

User Subscription – the full or limited user subscriptions purchased by the customer which entitle Authorized Users to select Additional Permissions and their Role, subject to the type of user subscription purchased, and to access and use the services.

Workspace(s) – workspaces sit within a Team and are folders containing Turtl Docs that an Authorized User wants to group together.