New Product - My First Patent - The Dimple Card (2001)

October 2001 NewPlasticCardProduct.pps
Jay Martin
Chief Executive Officer
Dimple Card, Incorporated
Dallas, Texas
New Product for the
Plastic Card & Promotional
Products Industries -
The Dimple Card*
* Patent Pending
Copyright © 2001 by Dimple Card, Inc.
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2Jay Martin October 2001 Dimple Card.ppt
Current economic and industry conditions are likely to negatively
impact the Plastic Card Industry’s profitability & rapid expansion.
New Product Situation
Plastic
Card
Industry
External Issues Industry Internal Issues
• General economic slowdown
will reduce consumer and
retail spending medium-term
• DotCom crash reduces the
overall number of companies
with marketing budgets
• Increased competition in
customers’ markets could
either hurt or help card sales
• Recent terrorist attacks could
impact upstream or other
cost issues, such as oil,
logistics or insurance costs
• Positive note will be labor
market softness - reduction
in employment expenses
• Promotional products market
grew 10.2% in 2000 to $16.3B
• Boom of the past few years
has resulted in increased
capacity and new entrants
• Currently 200-300 companies
in field (mfg), could result in
shakeout of weaker players
• Many new ‘smart’ products
support large firm dominance
• Size and scope of firms and
recent growth has shielded
industry from heavy cost
competition - future uncertain
• Customer and competitive
pressures will hurt margins
• Existing capacity and
reduced growth expectations
already impacting equipment
supplier revenues & profits
New offerings and customers will be needed. The objective of this
presentation is to introduce a new product to help the industry grow.

The invention was developed in response to a common problem,
writing down phone numbers. Though a simple task, it is more
complex than it appears, and is a frequent annoyance for many.
New Product The Problem
We created an alternative - an entirely new class of products to be
sold by plastic card & promotional products companies...
Usually need to…..
• Have/get a writing instrument
• Have/get paper to write on
• Find a flat surface to write on,
possibly bend down if standing or get
up if you are lying down or reclining
• Be in a stable environment
• Sometimes use both hands to write,
cradle phone in neck
• Go to a trash receptacle sometime in
future to dispose of ‘written on’ paper
Or when you cannot…...
• Select ‘additional fee’ transfer. So
high,some stopped saying how much
• Try to remember, thinking or
repeating to yourself
• Call back wherever you got the
number, if 411, repay toll charges
• ‘Practice dial’ number on the keypad
214-555-1234
214-555-1234
214-551-2345
214-512-345..
Memo

…... the Dimple Card; provides for an inexpensive, portable, reusable
tool to record phone numbers or other information.
Dimple Cards The Invention
Characteristics
• Creates new product offerings
for plastic card manufacturers
• Operated by pressing down on
the plastic protrusions or
‘dimples’ of the numbers
desired to be remembered
• Standard ISO Credit Card
geometry, except thickness
• Inexpensive plastic material(s)
• Flexible dimensional tolerances
• Reverse side can be used for
printing marketing information
• Performs a valuable function
and could possibly be carried
by consumers in wallets or left
by phones in homes or cars
• Can be made for other
purposes with different symbols
• Expected to be a ‘give away’,
purchased in quantity by
companies for advertising
Beverly Hills Telephone
Long Distance & Local Service
Call (213) 555-1212
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To use card, push
down on the desired
dimple(s) until it goes
through to the other
side of the card

Primary target distribution point is pay phone of a restaurant or hotel,
but the number of other possible companies to sell to is phenomenal.
Dimple Card Potential Customers
For any of these businesses, the value of ‘getting inside a wallet’ or
‘next to a home phone’ will dwarf the purchase costs of the cards.
Note: Estimates are from National Restaurant Association, AHLA, TPLA
and other resources on the internet and in the public domain. United States only.
2 million (U.S.)
payphones
8 billion 411 or
information calls
for a total of
$3.6 Billion
(all, not just
payphone) 52,000 Hotel and
Motel Properties
850,000 Restaurants
and Cafeterias
1000 Airport
Shuttle Companies
Gas
Stations
200,000 Gas Stations
120,000
Convenience Stores
5700 Taxi and Cab
Companies
Promotional Companies already service most of these accounts

The benefits for the users of this invention are numerous and broad.
Dimple Card Benefits - Users
• Permits conducting other activities and referring to number at later time
• Easy to use, durable, portable and reusable
• Operation permissible while in unstable environment (walking, in car)
• Correcting mistakes easier/cleaner - no crossing out or chance for error
More confusion today due to increase in new area codes & calling card numbers
The expectation is not to replace pens and paper, as this is not suited
for complex messages or long lists - but it is perfect for simple ones.
Eliminates
Needing to find writing instrument if you do not have one
Having or finding paper or material to write on
Requirement to be near a flat surface on which to write
Needing both hands to write & hold paper, cradling phone in neck
Disposing of and wasting paper (do not have to throw away),
reusable
Confusion from handwriting illegibility and ‘smudges’
Calling information (411) or source back if you forget the number
or avoid ‘call through’ charges, saves money

There are also benefits for the plastic card industry and companies
who will manufacture and provide this product to the public.
Dimple Card Other Benefits - Manufacturers, Customers, Public
• New class of product to increase sales for Promotional & Card companies
• Inexpensive to manufacture, and except forming, infrastructure already exists
• High Potential - ‘keepsake’ market, particularly matches, is huge. The
leading matchbook company alone manufactures 10 million books each day
• Flexible - numerous variations possible; different materials and thickness
– able to retain other features – information, magnetic strips, bars codes…..
– records numbers, characters, symbols or other data signifiers
• Provides value - serves as promotional tool with advertising on faces
– obtains coveted ‘value-added’ spot in wallets, purses and by phones
• Portable - easy to carry, fits in standard wallet slots or pockets
• Beneficial to the community because it will eliminate/reduce defamation of
surfaces near phones (walls or surfaces where people write numbers)
• Optimal for Plastic - properties well utilized, (formable & durable) and should
expect little or no competition for market from paper products, other materials
In addition to this, we have already begun to identify other variations
for this application where some of its objectives have been changed.

Though we presented the portable, 10 x 10 array configuration,
additional options for this do exist for the Telephone application.
Dimple Card Telephone Number Dimple Card
Telephone 10 x 6 Array
• Standard ISO Credit Card geometry
• Desired material is plastic or for below,
aluminum or stainless steel
• Thickness can vary depending on
material and dimple geometry
• Card has 6 dimples per column versus
10, dimples are larger, first one is ‘shift’
• ‘Shift’ indicates when dimple is pressed,
it is the right value (ex: 6) and not left (1)
Telephone Non-Portable Metal
• Could be larger, dimples easier to press
• Material should be more durable, such
as aluminum or thin steel
• Thickness can vary, but best less than
those which function using plastics
• Cards attached to phone or phone area
by tether, chain or mount
Shift Shift Shift
1 6 1 6 1 6
2 7 2 7 2 7
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5 0 5 0 5 0
Shift Shift Shift
1 6 1 6 1 6
2 7 2 7 2 7
3 8 3 8 3 8
4 9 4 9 4 9
5 0 5 0 5 0
Shift Shift Shift
1 6 1 6 1 6
2 7 2 7 2 7
3 8 3 8 3 8
4 9 4 9 4 9
5 0 5 0 5 0
Shift
1 6
2 7
3 8
4 9
5 0
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Mount
Tether
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Dallas Telephone
Examples not to scale
Fort Worth Telephone
The number of variations becomes infinite when you consider
changing size, material, dimple count/array and their positions.
‘Shift’ here
is to signify
either ‘1’ or
‘6’ is number

The Dimple Card was created to fill the need for remembering phone
numbers, though variants will prove effective for other applications.
Dimple Card Application 1 - Telephone Dimple Card
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• Dimple Array - 10 x 10, staggered
• Diameter - Approximately 0.2-.24 inch
• Other Option - 10 x 6 Array, 0.3 inch
• Material Spec - 0.010 -0.035 inch plastic
• Can bundle multiple advertisers (below)
Allows users to record phone number or other
information without needing a pen, paper, to be sitting
down and avoid having to throw it away. Though does
not eliminate need to write down more complex
messages/data, captures data most likely to be
forgotten (the phone number) in a given message.
Record other numbers such as Personal Identification
Numbers (PINs) - or use as a counting tool for crowds,
animal populations, vehicle traffic or as a collectible.
• Phone & telecom related
companies
• Restaurants, bars and hotels
• Taxi and shuttle companies
• Other public phone owners
• Companies that want their
information in front of someone at a
public phone
Potential Targets & Domestic Customers
• Telecoms*
1000s
• Restaurants
850,000
• Taxi/Shuttle
7,700
• Public
Phones
2,000,000
Additional Uses
Problem Solved & Benefits Physical Card Details
* Estimates are from the internet and their purpose
is to show magnitude of potential markets.
Example not to scale
SnoozInn
900 Airport Blvd
AA Taxi
(214) 555-1234
Jay’s Eats
In Terminal A
CheapGas
43 in Dallas/FW
Example showing how bundled customers could
be used at public pay phone sites, such as an airport.

For the sport of Golf, this invention is ideal. It saves time, provides a
more sturdy medium and is more easily carried by players.
Dimple Card Application 2 - Golf Score Card
Burning Oak Country Club
• Dimple Array - 9 x 6 showing each hole
and having each ‘9’ on a separate card
• Other Option - 18 x 6 for entire course;
smaller dimple. Difficult to press/read
• Highlight hole number, then 1-5 for score
(can use as additive, example 2 & 5 = 7)
• Front of card can have picture of the club,
information about the holes or other ‘9’
When playing golf, one constantly needs to move to
the writing tables to record scores. This wastes time
and is a distraction from the game. Using the Dimple
Card, you can save time, focus, avoid having to carry
& write and also not worry about smudging or rain.
Other info - name, date, total added on a write strip.
This is very specific, and we do not expect other uses.
A write strip or sticker can be placed to record your
name, total score and date. Save card for reference.
• Country Clubs
• Public Golf Courses
• Resorts with Courses
• Miniature Golf Courses
• Golf Equipment Manufacturers
• Golf Clothes Manufacturers
• Tournament Sponsors
•Golf courses
16,000
•Miniature
4,000
•Accessories
Maker/Retail
100s
•Sponsors
100s
Additional Uses
Problem Solved & Benefits
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1
343
Yards
Par 4
2
262
Yards
Par 3
3
428
Yards
Par 5
. . .
4
343
Yards
Par 4
5
262
Yards
Par 3
6
428
Yards
Par 5
. . .
7
343
Yards
Par 4
8
262
Yards
Par 3
9
428
Yards
Par 5
. . .
1 2 3 4 5 6 7 8 9
Example not to scale

Though remembering where you parked is not an earth shattering
event, frustration with forgetting is a familiar situation for all.
Dimple Card Application 3 - Parking Spot Aid
• Array - 3 x 6 showing numbers, letters
and colors for recording parking location
• Arrays could vary and sponsors may
choose to use a column for ad space
• Sponsor’s name in middle on one side or
logo as background of card
When parking at a mall or other structure, people look
for a variety of ways to remember the location of their
vehicle. The usual markings provided are in the form
of a number, letter, color or some combination of
these. This variation is a key chain attachment which
includes sponsor promotional information.
This one will be smaller, more specialized and less
flexible in applications, but something like tracking gas
usage or noting a highway exit could also be possible.
• Shopping malls & major centers
• Gas Stations
• Car Washes
• Food Court
• Mall Stores
• Brand Names at Mall Stores
• Other Car Service Companies
•Malls 1000s
•Gas Stations
200,000
•Restaurants
850,000
•Car Repair
80,000
•Car Washes
75,000
Additional Uses
Problem Solved & Benefits
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A
B
D
C
E
F
G
H
AA
I
BB
CC
7
8
0
9
B
-1
PotomacHillsMall
Physical Card Details

Remembering directions is another task which would be assisted by a
variation of this invention, just as with phone numbers.
Dimple Card Application 4 - Driving Directions Assistant
• Array - 7 x 8 showing turns, Stop signs,
traffic lights, intersections and numbers
• Card has room for eight sets of turns or
directions, which we think is adequate
• Sponsor’s name and information at the
top and the entire reverse side of card
Receiving verbal directions is a common event
catching people without a writing implement or paper.
If one is lost and asks directions, they may receive
lengthy instructions which are not remembered easily.
Normally we would expect people to be in their cars,
though walking visitors in cities might find these useful.
Though this is a very specialized application, and the
card probably cannot function for much else, having
the numbers and decimals here could allow for
distances or highway/street numbers to entered.
• Automotive companies/dealers
• AAA or other related services
• Oil companies/Retail Gas stations
• Cellular phone companies
• Map companies & sites (ex. Yahoo)
• Fast Food chains
• Convenience store chains
• Towing companies
• Gas
Stations
200,000
• Restaurants
850,000
• Car Repair
80,000
• Cell Phone
100s
Additional Uses
Problem Solved & Benefits Physical Card Details*
Shift
0
Left
1
Right
2 3 4 5
Shift
0
Left
1
Right
2 3 4 5
Shift
0
Left
1
Right
2 3 4 5
Shift
0
Left
1
Right
2 3 4 5
Shift
0
Left
1
Right
2 3 4 5
Shift
0
Left
1
Right
2 3 4 5
Shift
0
Left
1
Right
2 3 4 5
Shift
0
Left
1
Right
2 3 4 5
GasNSnacks
* This is an example of one configuration of dimples for this purpose.
We expect the market to find more applications and the optimal layout.
Explanation: This card is the most complicated and
hardest to understand. Above we have highlighted a
series of boxes to represent a hypothetical route -
“take a left at the light, then a right at your second stop
sign, then a left at the fifth intersection.”

Feedback
or Voting
Those are just four of the applications we wanted to detail, here are
some others from what we expect will be a continually growing list.
Dimple Card Additional Applications & Variants
These are just some of the applications already identified, and we
intend to document them on our site to support sales by licensees.
Tennis
Have all options for
scores for games in
sets of tennis.
Additional Uses of Proposed Cards
• ISBN numbers at libraries
• Addresses
• Apartment numbers
• Hotel rooms
• Office locations
• Flight, bus or train numbers
• Business cards advertising
• Recording trends in gambling
• Tracking diet program progress
(example - ‘food exchanges’)
• Anything that can be
represented by a small set of
numbers (additive or as digits),
letters, symbols or pictures…...
Job Card
For completion of sets
of tasks, make cards
to keep track of status.
Lunch
Ordering
Menu items on card(s)
with quantity - when
‘ordering’ office lunch.
Daily
Reminder
Reminders for pills,
exercise routines, any
list that is consistent.
Evaluation ratings for
courses or for
feedback on service.
To Do
Rate 1-5
Additional Configurations

Can they be combined easily
with a ‘shift’ like option?
We hope and expect that people will find/develop other applications
for this invention, and below is a process to assist them.
Dimple Card Developing Additional Applications
1
What is the problem or
application you would like to
address?
Just as with the phone number example, we
expect people will identify a problem where a
small data set could be represented on a card.
2
What is the total number of
data options that could be
included?
Using the telephone or golf example, you can
analyze what will be needed (10 numbers with
all ten digits) to begin to ‘fit’ the data to a card.
3
Is it a series of instructions or
a more complicated data
array?
You will have either a series of steps or
instructions, or a complex data array that will
require multiple ‘symbols’ for representation.
4
What is the balance between
ones to include and those that
are able to fit on a card?
The ‘real estate’ of the card is the major
constraint. Some problems will require too
many dimples to be adequately represented.
5
How many dimples would be
required? Number of rows and
columns?
Once the number of dimples has been
identified, the question will be how to structure
the arrays of columns and rows.
6
What are the numbers, letters
or symbols to be on the
dimples?
When thinking about the data to be shown, you
can use combinations of letters, numbers,
symbols, words and ‘shift’ options to fit them.
The ‘shift’ option, though a little confusing,
facilitates inclusion of more data signifiers and
a ‘double shift’ could allow 4 values per dimple.
7

The target list to sell to is broad - the common thread is being able to
derive benefits from exposure to customers using or near a phone.*
Dimple Card Potential Target Customers
With the breadth of applications, just about every company which
advertises and every customer could utilize a variant of the invention.
* This is for the telephone card example. The range of products covers many industries.
Retail
• Mall owners
• Anchor stores
• Specialty stores
• Convenience stores
• Drug stores
• Cell phones outlets
Dining
• Restaurants
• Bar & taverns
• Fast food & food
court chains
• Coffee shops
• Food service
• Catering
Travel
• Hotels
• Taxis and shuttle
companies
• Train stations
• Airports
• Bus stations
• Tour providers
• Travel agencies
• Travel accessories
• Tourist attractions
Recreation
• Golf courses and
country clubs
• Theme parks
• Shoe companies
• Sports apparel
• Sporting equipment
• Schools, Pro Teams
Manufacturing
• Telecommunications
companies (service
providers/hardware)
• Wallet & purse
manufacturers
• Computer companies
• Consumer goods
On page 9 we showed
how overall cost could
be reduced by pairing
non-competing firms up
on a single card.

Each step of the value chain has specific questions needing to be
answered. Now to look at those related to ‘Product Manufacture’.
Dimple Card The Value Chain
Consumers
(end-users)
Advertisers
(all potential
customers)
Card
Manufacturing*
& Promotional
Companies
Machinery &
Equipment
Manufacturers
Plastics
Producers
• Propose, test
confirm and
supply
optimal
materials
• Design,
develop and
manufacture
machinery
capable of
dimpling cards
• Equip,
prepare to
produce and
sell dimpled
cards
• Purchase
dimpled card
products
• Accept, take
and use
dimpled cards
of all kinds
The end of this chain has been covered, but we still need assistance
with the fabrication issues to transition from idea to viable product.
Product Manufacture Product Distribution
* ‘Card Manufacturing Companies’ refers to anyone involved in
the production of cards after resin purchase.

There are a variety of issues to be considered when making the
decision on both the material and the dimple shape and sizes.
Dimple Card Materials and Dimples
Which material is the best?
Issues for consideration
• Ability to form dimples
• Operation of the cards,
temporary plastic deformation
• Deformation requirements
• Processing in machinery
• Rigidity of card body (rigidity
and ease to depress will require
balancing)
• Coating/ Printing graphics
• Durability
• Cost (plastic cost impact low)
• Card thickness & size
• Spring back
• Ease of depressing dimples
• Can be depressed without
interference to others
• Be able to sustain multiple
depression cycles throughout
the life of the device
• Circles are most resilient, ovals
expected to wear less evenly
• Height and size not to spring
back unless intending to reset
• Visual data identification from a
reasonable distance
• Dimple size vs. card thickness
• Height and size are options
depending on material,
thickness and application
Plastic, Metal, Paper, Other
What shape & size dimples?
Round, Oval - Radius, Height
Now,
how
to
make
them?
Most any plastic ‘might’ work, but
optimal will only be found after
extensive testing & prototyping
Using circles, the next questions
are what are the minimum
functioning diameter & height?

We were told to consider two major variations in the card fabrication
process, with the key difference being the blanking/printing order.
Dimple Card Fabrication Issues
At present, the optimal order for these three* is not known, but costs, printing
issues and machinery-in-field will determine what is best for each company.
In what order to do these operations -
printing, blanking and dimpling?*
D
D
D D
DD
For each
company,
depends on
machinery they
already own.
Signifies possible location
for dimpling operation
Make Resin
Extrude
Sheets
Blank Cards Print Cards Customize
CustomizePress & StampHeat Bond Sheets
Print 2 or 3 Sheets

The process appears simple, but there will be many issues needing to
be resolved before the optimal fabrication methods are identified.
Dimple Card Major Fabrication Issues
2
1
Critical Questions for Fabrication
• 1) Where/When should we do the
dimpling, as a sheet or as a card?
• 2) Extra operation - Is another post
printing lamination process needed to
stabilize graphics for protection?
• 3) Should heat be applied before or
during dimple forming? Is cold doable?
• 4) Which to heat, the entire card or just
the area to be deformed (dimples)?
• 5) What kind of process to do the
dimpling? (considering every option)
• 6) Are any cooling processes needed
(fans) or will air-cooled be adequate?
• 7) Where in the process should the
dimples be formed with respect to
cutting, printing? Before or after?
• 8) How to actually form the dimples? Is
it going to be similar to embossing?
Stamping? Another process? Does it
need to be pressure formed? Molded?
• 9) How much will it cost? What will be
the cost and impact on end-product?
3
DimpleMatic
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Tooling issues will be resolved by experts and not us, but we would
like to address some options and will work to support development.
Dimple Card Tooling Analysis
Male Base
Female Base
Tooling Issues
• Cards sticking to the dies
• Pressure, heat or contact damaging printing
Tool/Die Options (some are ‘far fetched’)
• Possible molding, injection or other (cost impact)
• Injection molded - R.I.M. formed
• Typical male and female dies, plates
• Female plate with a hydroform membrane male
• Female die with air pressure from above or below
• Roller forming, though line-up is complicated
• Similar to thermal anti-icing on an aircraft engine
lip to provide male dimples with heat
• Single plates with all dimples, single use
(depends on costs, probably optimal)
• Matrix with holes with interchangeable dimples
(screw them in) - probably too costly/complex
Tooling & Process Issues and Options
Which to
heat, the
dies or
cards?
Cold?
• Solid plates?
• Interchangeable?
• Hydroform?
• Air pressure?
• Solid plates?
• Interchangeable?
• Suction/Air?

Machinery issues focus primarily on ‘how to make prototypes’ and
‘how and what kind of process’ to use in mass-production machinery.
Dimple Card Machinery Questions
DimpleMatic
We will work to coordinate efforts by the industry wherever possible.
What process will be
used to make the
dimples?
Where in the order of
processes to do it?
What processes could
this be combined with?
What kind of machine?
How to do it & when?
What are some
inexpensive alternatives
to make low volume
prototypes?
Are there any ‘jimmy
rigging’ or re-engineering
opportunities with
existing machines?
Prototype/Re-engineer
What other processes
are similar to this?
What other industries
might have expertise to
add to this?
What companies produce
machines like this for
something else?
Other Industries
Will this be a stand-
alone dimpling machine,
a modular part of an
equipment line or a
redesigned existing
product which will be
able to place dimples on
cards?
What kind of machine?

The issues of this endeavor have been presented in detail, now some
final details and information about licensing agreements with us.
Dimple Card Closing Comments
• Presently we have a ‘chicken-egg’ situation - before someone builds a
machine, they will want proof that people are going to want to buy one,
and before people buy one, they will need to see a market for the cards.
• Our staff will be targeting a few major companies to validate the market
and will pass those accounts on to our first licensees or advance payers.
• All license agreements in the United States are presently non-exclusive;
with the number of potential customers, a free market makes most sense.
• We will continue to make available all information on fabrication, materials,
arrays and the overall progress to resolving the challenges we identified.
• Licensing agreements available - no ‘sign-up’ costs and discounts* being
provided to those who sign-up early or for royalties paid in advance.
– ‘Marking’ of products will support licensee identification in the market
Our company’s goal is the development of these products and to
provide information and support so everyone can make money.
* To validate the market, provide incentives to assist with the challenges and coordinate efforts, we are granting licensing
agreements with no fixed financial obligations which also contain discounts valid throughout the 20 year life of the patent.

Approved licensees and
material or machinery
companies who indicate
interest in this product
will be invited to have
their websites and email
links at our site.
We will be providing updated information via our site & e-newsletters
and would encourage everyone to review our licensing applications.
Dimple Card Contact Information
Advertisers
(all potential
customers)
Card
Manufacturing
& Promotional
Companies
Machinery &
Equipment
Manufacturers
Plastics
Producers
• Latest product developments
• New applications for products
• Clarify issue resolutions
• Applications for direct licensing
• Referral for approved licensees
• Distribution of latest information
• New applications
• Applications for licensing
• Possible referrals for customers
• Nucleus of fabrication information
• List of approved licensees
• Nucleus of fabrication information
• Latest material issues/information
• Testing information
• List of approved licensees
• Nucleus for material information
• Testing information
• Field issues regarding materials
Dimple Card, Inc.
Jay Martin
Chief Executive Officer
P.O. Box 670786
Dallas, Texas 75367
(214) 520-8019
www.Dimplecard.com
Mail & Email are preferred, best response.
Our website’s development will continue. Thank you for reading this, and
please forward to others who may be interested in this opportunity.

New Product - My First Patent - The Dimple Card (2001)

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New Product - My First Patent - The Dimple Card (2001)