While families are the obvious target for the service, it's also being marketed to day-care providers, preschool groups, football teams, community organisations and the like.
As far as monitoring content is concerned, Mrs Famer said; 'We expect people to take responsibility for their own cybersafety online, and create groups only they know.'
Mr Farmer said; 'The key demographic is parents and grandparents. This won't replace your Facebook profile.'
Instead he saw FamilyHQ as a useful additional network, especially for young people who want to share some - but not all - information with parents and other family members.
Using FamilyHQ for family networking and Facebook for other interactions would mean they could, when they get back to Facebook; 'communicate more freely knowing that their parents aren't watching.'