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This case is part of the Trade and Industry Department SME case series funded by the Hong Kong Special Administrative Region Trade and Industry Department SME Development Fund. The OneCard case gives an account of how an entrepreneur was able to seize an opportunity to start a new business and to manage a low cost, but effective sales operation. Khalid Gibran exhibited the hallmarks of entrepreneurial style; he viewed rules as guidelines only and was willing to promptly adjust his organisation''s priorities to make the most of changing circumstances. In less than three years, he spearheaded two organisations but in so doing, he had to make a number of important trade-offs. OneCard, his latest and most ambitious venture, was launched just before Hong Kong was beset by the mysterious SARS (severe acute respiratory syndrome) virus. As retail sales plummeted and Hong Kong residents avoided eating out, many businesses were bracing for more uncertainty. Khalid Gibran, however, saw a marketing opportunity amid the many challenges and a chance to grow his merchant and subscriber bases.