The 10mm area at the top of the graphic is where the clamp is attached. This is generally not visable in the final stand.
The bleed area marked on the template above is the part of the graphic that is wrapped inside the stand. This area can be left blank if required but must be allowed for in your design.
The best construction for a Roll Up Prestige is to print your graphic on a quality synthetic media. An alternative to this is a Matt Poster Paper followed by a Matt Laminate.