This document summarizes PARKTxT, a text service that allows car park customers to check how much time and money they have spent parking. It provides updates on tariff changes and targeted offers from local businesses. The 6-member team plans to launch the service in Belfast in May 2010 through partnerships with major car park operators. They forecast revenue growth over 3 years based on conservative estimates of 20% customer usage from the 1000 parking spaces at two launch sites.

2. Director TeamAidan ClarkeSeán O’ HanlonSeán TrainorJamie MillerPatrick LarkinDarren Trainor

3. Who are we? 6 members

4. Queen’s University Belfast

5. BSc Business Information Technology

6. Y.O.P.E. - Sandwich CourseWhat is Parktxt?

7. DescriptionPARKTxT provides a text service that will allow car park customers to check:How much they have currently spent.How long they have currently spent in the car park.How long until their next tariff kicks in.Retailers in the locality will also be able to provide up-to-date, targeted marketing to PARKTxT customers while taking advantage of valuable data mining.Mission Statement“Our mission at PARKTxT is as unique as it is simple; we want to provide a text service to customers to ensure they are aware of excessive car parking charges, whilst giving them the opportunity to save some money. We will not turn into a premium text service, attempting to take advantage of our customers; instead we will provide clear information at a sensible price, always remaining within the control of our customers.”

8. The ProblemPark in a car park+Go shopping+Eating+Cinema=How Long in minutes??.. & Car Park Fees?? ..

9. How does the service work?

10. Step 1Customer collects ticket from machine

11. Step 2Customer Texts PARKTxT 87275 = 8PARK

12. Step 3PARKTxT Confirmation Text

13. Step 4Hourly update message sent to customer

14. Marketing Strategy We intend to allocate 25% of our predicted year one revenue to marketing and sales which is a distinct increase on the industry average of 5%We have decided to advertise through the following methods based on our research : 48 Sheets (Billboards) Local Press – Belfast Telegraph, Irish News, Industry magazines etc. Local Radio – Citybeat, Cool FM, U105 Adshels Bus ExternalsYou may have seen some of our advertising already in: The Gown Magazine SU Magazine Ulster Business South Belfast News

15. Benefits - Customer You will be alerted 15 minutes before every milestone, hence allowing you to return to your car and exit the car park before being caught unnecessarily by the next tariff.Stay for 59 minutes = £2.70Stay for 1 Hour 1minutes = £5.30Figures from NCP – Montgomery Street Belfast

16. Benefits - Customer You will know exactly how much you pay at the pay point machine i.e. you will have enough change

17. Benefits - Customer You will receive special offers from local businesses tailored to your interests

18. Register Online Return customers can register online and choose what shops interest you.From this information we can then break down demographics of our users and then send them specific advertising messages.Q) What type of outlets do you wish to receive updates on? Cafes / RestaurantsChildren’s WearElectrical, Music & Mobile PhonesFashion - General Food StoresFootwearGifts, Cards, Stationery & BooksHealth & BeautyJewellery Sport

19. Benefits – Car Park Increased turnover over of spaces. Most money is made in the earlier tariffs. Advertising via text message may result in customer staying longer within the car park as they may wish to avail of a sale or discount within a local store.

20. Benefits – Car ParkCustomer goodwill initiative – increased business due to offering customers access to new innovative technology“Anything new or innovative in the car-park industry attracts extra custom.”Jim Neeson CEO, CITYPARK Data Mining Car Park providers will be able to build a profile on their customers. At present car park owners don’t know who there customers are or why they choose to use certain car-parks in preference of others.

21. Technical DetailsWhat is needed to build the system? Visual Programming language Back end database server GSM Modem for sending and receiving text messagesDatabase serverMicrosoft SQL serverMy SQLMicrosoft Access Visual ProgrammingMicrosoft Visual Studio 2005JavaGSM ModemMobile phone handset that supports AT commandsMulti-Tech Multi Modem

22. Competitor 1“Rusty Brick” iPhone Parking MeteriPhone App that displays how long the user has to top up their parking meter, alerted via sms or e-mail. Essentially a “glorified” countdown timer. iPhone exclusive 96.8 Billion text messages sent in the UK last year - Huge market potential

23. Competitor 2“Easy Trip” Tag Customer sets up an account with Easytrip Easytrip “tag” is installed on the windscreen Integrates all parking, toll and security charges into one account, deducted automatically via electronic means. Credit or debit card required to set up an account. Minimum charge of €36 to make use of the service.

24. Competitor 3NCP “Gateway” ServiceAllows customers to text and find the nearest car-parks and generate reports on car-park expenditureAimed at most companies, local authorities and government bodiesIntegrates services rather than saving money – Turnover of Spaces Does not support traditional methods of payment Currently only available in 90 NCP Car-Parks

25. Competitive Matrix

26. Legal – Formation & IPCompany Formation PARKTxT will be formed as a Ltd Company Legal entity separate from the owners Limited LiabilityCopyright Automatic right protecting all original work Database Structure Software CodeTrademarks Distinguishable name and logo PARKTxT is currently available via Trademark Search UK Domain Names secured.

27. Legal - Legislation Data Protection Act 1998 Health and Safety Insurance Open Source Code Text Fraud / Implications

28. External FinanceThere are a number of investment opportunities for new businesses in Northern Ireland. We intend to fund the start-up of PARKTxT by: Personal investment of £2,000 from each of the six directors. A further £1,300 from each director’s assorted friends and families, therefore presenting approximately £20,000 of initial monies. Overdraft and loan borrowing up to £30,000 for new businesses Fee free Visa business credit card for one yearWe chose Bank of Ireland as they offer associations with organisations such as Peninsula Big Red Book Agnew CorporateChooboo BT

29. Funding Partners

30. Finance PARKTxT operates by generating revenue in a relatively unique way. As such, no suitable companies to compare with. Sales forecast therefore based on a series of conservative estimates taken from our market research.

31. Calculating Sales PARKTxT will launch at two sites, with 596, and 472 spaces – a total of around 1000 spaces.From our preliminary research: These spaces are used on average 45 times a Week, with the average customer staying for 3 chargeable hours. This gives a total of 45000 space uses per week. One usage equates to 3 Texts, or 45p revenue for PARKTxT. Car Park Operators, taking into consideration peak periods, and users paying a set lease per month, estimate a 40% occupancy percentage on average. Based on survey results, PARKTxT conservatively predicts a 20% service usage during Year One.

32. Predicted Growth (3 Year Forecast)

33. The Future

34. Future Productsi-PARKTxT Park in your pocketMalcolm Barclay – London Underground ‘Tube Deluxe’ Number of Car Parks per city Closest / Cheapest Car Park Number of spaces available Congestion chargesParkSafe Link with PSNI to alert for stolen car registration Link to PSNI to alert for a fake registration plate

35. The Future ?

36. The Future ?

37. Product LaunchProduct Launch - Belfast May 2010 Our main customers are NCP, Q Park, Castle Court (Westfield) and City Parks who will employ our system. We have had talks with all these companies and they are extremely keen to use our product.

38. Route to Market PartnershipAPS - Advanced Parking SolutionIntertraffic 3-Day Conference in Holland23rd - 26th March 2010Meeting with the Head of Skidata EuropeDirect InvestmentMr Denis Murphy Chairman & CEO at AnaekoSold Apion (Openwave) in 1999 for $250 millionInterested in launching our product across Anaeko’s multi-operator service in Canada