the text to add on the commandline (both server and any clients that want to connect to this masterserver) is the same as the url to the public interface without the protocol specifier [http://] plus a slash at the end.
in above case its: -mwww.zendurl.com/avaleon/master.pl/
peter
PS: I get errors in the webbrowser with both the sript linked above and the one in the cgi-bin subdirectory there; quite likely there is also another cgi-bin directory in your webspace that you can access from the ftp client, that was the preferred place to install cgi-binaries.