magna carta, universal card project
DESCRIPTION
R&D project regarding the development of a universal card to integrate all cards currently usedTRANSCRIPT
Magna Carta: The only Card
R&D Proposal
Tomotaka Brink FushimiNing (Jack) HuangDavide MaraschiBenjamin Carrion Schafer
One life, one card
What’s in your Wallet?
Magna Carta (Latin: Great Paper)
Magna Carta
8888 8 8888 8888
How it works
• Fill online application form for ANY new membership• Download membership directly to your Magna Carta
Benefits
Convenience (all in one card)
If card is lost or stolen Online blocking and automatic re-issue of all memberships at once
Automatic issue of cards (no waiting times)
Save money to companies that issue their own cards
Engineering Development
Hardware SoftwareInterface
+
RFID Download new membership to card
Manage all memberships online from a centralized system
Magna Carta Supported ReadersM
agn
aC
arta
8 8
888 8
888
Magna Carta
88M
agnaC
arta
8 8888
888
8
Magnetic card readerRFID Readers
Smart card Readers
Development Timeline• Resources:
– Project manager, system integrator (1) – Hardware system 3 Engineers (Smart chip(1), RFID(2) and hardware
Integrator(3))– Software 3 Programmers (Centralized web page development (2),
Interface to card programmer (1)) – Project manager, system integrator (1)
System Specifications
Hardware Design(Smart card and RFID integration )
Software Development (centralized data membership
mangement, card programmer )
System Integration &
Testing
1 Month 5 Months 2 Months
R1R3
R3
Marketing Plan• Ontario & Quebec
– GDP – C$ 880 billion (70%)– Population – 22 million (67%)
• Economy – Manufacturing (Car)– Aerospace– Information Technology
– Tourism– Energy
Marketing Plan• Ontario
– 12 Universities– 321,000 Students
Quebec
Montreal
Ottawa
Toronto
Hamilton
Kingston
London
Windsor
Waterloo
• Quebec– 10 Universities
– 230,000 Students
Marketing Plan• Young Professionals
– Career minded– Loaded Wallets– Latest trends
• University Students– Tech-savvy– Open-minded– Word-of-mouth
Marketing Plan
Credit Card/BanksUniversity/Clubs
Transportation
Service
Corporations
Point Card Credit Card Corporate card
Free Giveaway – University Campaign
Free Giveaway – Corporations
Direct sales – Corporations
Online advertisement – Search-ad
Students – Word-of-mouth
Link from business partners
Promotion via business partners
Sales Plan 1/2
According to the Marketing Plan the target segments of young Tech-SavvyStudents and young professional (age 15 to 40) is
2/3 of those carry a VISA credit card and in a year spend
With a charging commission of 0.5% we are looking at gross profit for
5M
$40 B
$200 M
Magna Carta
8888 8 8888 8888
Sales Plan 2/2
Magna Carta will be launched in September with the beginning of the newAcademic year. We expect the adoption to take around 6 months with a peak around Christmas time.
Magna Carta
8888 8 8888 8888
Marketing MixPlace
Promotion
Price
Product
Magna Card will be available from us but also from all Cards Companies Issuer
We will be aggressively advertising on National TV and on Magazines/Newspapers
Magna Carta (Basic Design) will be free to end-users
Choose your own personal Magna Carta from thousands different designs
Financial Highlights
$3.4 M: the initial R&D and marketing cost before product launch. (It covers salaries of IT professionals, hardware and marketing expense.)
$1.4 M: annual operating expense after launch.
Break even at the end of 2010 with a client base of 17,000 and recoup the investment in R&D at the end of 2011 with a client base of 48,000.
Triple bottom lines
Less cards made and thrown away
Less paper documents and mails
Convenient and secure