Rfid In Massive Transport In Barcelona

Solution to Transportation in Barcelona
Solution to Transportation in Barcelona
“Som-hi Card”Corp.
“Som-hi Card”Corp.

Index
1. Project and Goals 6
1.1 Areas of interest and usefulness of the project 6
1.2 Business Opportunity 8
1.3 Mission and Vision 8
1.4 Promoters 9
1.5 Objectives 10
2. Product/ Service and Market 11
2.1 Description of other similar or related situation11
2.2 Product Description 15
2.4 SWOT Analysis 20
2.5 The client 25
2.6 Potential Market 25
2.7 Target Market 27
2.8 Key factors for the future 28
3. Competition faced by “Som-hi Card” in Barcelona 29
3.1 Competitors of similar service providers and analysis 29
3.2 Comparative analysis 30
3.3 Competitors of similar technology, Near Field Communication (NFC) and analysis 313.4 Comparative analysis 32
3.5 Conclusion of competitiveness 32
4. Marketing Plan 33
4.1 Product and Service Policy 33
4.2 Pricing Policy 34
4.3 Promotion and discount policy 35
4.4 Communication 35
5. Sales Plan 42
5.1 Sales Strategy 42
5.2 Sales Force 42
5.3 Conditions of sales 42
5.4 Distribution Channels 43
5.5 Sales Estimates 43
6. Operational Plan 50
6.1Establishment Plan 50
6.2 Launching Plan 58
7. Human Resources 59
7.1 Functional Organization 59
7.2 Working conditions and remuneration 59
7.3 Human Resources Plan 60
7.4 Forecast of Human Resources 61
8. Legal and Societal Aspects 62
8.1 Company Registration 62
8.2 Licenses and Rights 64
8.3 Legal obligations 65
9. Financial Plan 67
9.1. Break-Even Point 67
9.2 Result of thefirst year 68
9.3 Result of the following 5 Years 72
10. Investment and Financing Plan 77
10.1 Investment and Financing Needs 77
10.2 Financing Plan 77
11. Conclusions 78
11.1 Opportunity 78
11.2 Risk 78
11.3 Strength 79
11.4 Profitability 79
12. Bibliography 80



Table Index
Table 1: The promoters 9
Table 2: Types of Card 17
Table 3: Fare structure 34
Table 4:Action Marketing Plan 41
Table 5: Historic Transaction number of Integrated Transportation in BCN 44
Table 6: Percentage Prediction of Transportation Transaction 45
Table 7: Predicted Numbers of Transportation Transaction 45
Table 8: Zones Distribution of Trips 46
Table 9: Predicted Percentage of Each Cards by Different zones 47
Table 10: Total Sales in Our Target Market of Micropayment 47Table 11: Prediction of Customers Using Micropayment in Percentage (%) 48
Table 12: Prediction of Gross Profit from Micropayment 48
Table 13: Total Gross Profit Forecast 48
Table 14: Installation of equipment 51
Table 15: Equipment Units Needed Per Stop for Metro and Rodalies 54
Table 16: Total Equipment Units Needed for Metro and Rodalies 54
Table 17: Trip Validators needed for Tramand Bus Lines 55
Table 18: Equipment Cost Prediction 55
Table 19: Establishment Plan 57
Table 20: Launching Plan 58
Table 21: Wages of Employees 60
Table 22: Income Statement of First Year by Quarter 69
Table 23: Cash Flow of First Year by Quarter 70
Table 24: Balance Sheet of “Som-hi Card Corp.” 71
Table 25: Income Statement in 2014 by Quarter 72
Table 26: Income Statement in2015 by Quarter 73
Table 27: Income Statement in 2016 by Quarter 74
Table 28: Income Statement in 2017 by Quarter 75
Table 29: Cash Flow in First 5 Years 76
Table 30: Financial Needs of “Som-hi Card Corp.” 77

Figure Index
Figure 1. “Som-hi Card Corp.” Logo 15
Figure 2. The Targets Market 28
Figure 3. Advertisement in Metro station 37
Figure 4. Banner on tourist website 38Figure 5. Banner on news online website 38
Figure 6. Advertisement on Facebook 39
Figure 7. Advertisement on Twitter 39
Figure 8. Viral marketing 40
Figure 9. Prediction of Accumulative Card Issued 44
Figure 10. Prediction of Transportation Transaction 46
Figure 11. Total Gross Profit Forecast 49
Figure 12. Organization of “Som-hi Card Corp.” 59
Figure 13. ACR120 USD SDK: USB...