QuorumLabs claims its onQ boxes can help a company recover from any outage with one click, hence its tagline “One-Click Recovery.” It offers four models of the appliance in 1U or 2U configurations ranging from 2 TB to 8 TB of raw storage, beginning at $20,000. (Monthly subscription pricing is also an option).

The appliance takes full and incremental backups, creates virtual clones of systems it protects and does what QuorumLabs calls “file-chunk” deduplication – it only sends parts of files that don’t already exist on any protected server.

The vendor recommends having another system at a second site for DR, but is lining up managed service providers with data centers that customers can use to synchronize their data. The appliance does incremental backups and replicates them to the remote site.

QuorumLabs CEO Robert Habibi says customers can use onQ with their existing backup software, but it doesn’t require an additional backup application.

“We’re not selling ourselves as backup, what we provide is business continuity,” Habibi said.

The tricky part for the QuorumLabs gang could be selling themselves to a market that doesn’t know the company. QuorumLabs is a spinoff of Themis Computer, which sells servers to defense contractors. And while nearly every storage startup is headed by people who are known in the storage industry, QuorumLabs’ executives come from outside the storage world.

“They’re addressing the right market and the price is competitive, but they may have a bit of a challenge with market recognition,” IDC analyst Robert Amatruda said. “They have to gain more awareness in the SMB market.”