Please take a look at our ANN thread for all the details. This is a quick summary to share our project with the steemit-community

Etcetera cryptocurrency Gift Cards:

About:

Etcetera is an international team of several cryptocurrency enthusiasts and believers, intent on making cryptocurrency available to everybody, worldwide. We will accomplish this by opening up the cryptocurrency market to the general public on a massive scale. We will make buying and using Bitcoin and Ethereum (and more later) as easy as buying a gift card in any store with any payment method. These cryptocurrency gift cards are meant to make Etcetera known worldwide, as these gift cards will be our 'kickstart' project; other ideas and cryptocurrency or blockchain sideprojects will be presented and worked out in due time in the future, but for this we want as much community input as possible when we get there.

The Catchphrase:

The time is now: Cryptocurrencies is everywhere, except in the pockets of the masses.
The vast majority of people don't have access to cryptocurrency yet.
They've heard about it, they want to be a part of it, but often have no idea how and where to get started, or lack the technical know-how.

Etcetera will bring cryptocurrency to the masses, through gift cards sold in stores, worldwide.
Thanks to Etcetera, anyone can simply walk into their local store or supermarket, pick up an Etcetera card, pay the cashier, and walk away with Bitcoin or Ethereum in their pocket.
It's that easy.

The Platform:

The Cards:

Physical, offline cryptocurrency wallets printed on a durable card, with the familiar look and feel of a giftcard. The card holds the public wallet address and QR-code, as well as the private keys (and QR) securely protected beneath a scratch-off layer. The Etcetera cards will be made available in stores worldwide. Every card comes with a card-sized booklet with easy, step-by-step instructions on how to download the Etcetera app and start using their newly acquired cryptocurrency. Initially, Etcetera will provide 3 types of wallets/cards. Bitcoin, Ethereum, and of course, Etcetera.
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The API:

The Etcetera API is the heart of the Etcetera Platform, connecting cash registers in stores worldwide with the Etcetera exchange. Our API interfaces with existing solutions already used in stores for selling and activating gift cards, cash cards, prepaid cards,... When a customer buys an Etcetera card in a local store, the cashier scans the card and the register will communicate with the Etcetera API. The Etcetera API will pass the sales information to the Etcetera Exchange and confirm the transaction within seconds after scanning the card. In background, the purchased cryptocurrency funds will be deposited to the scanned wallet.
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The Exchange:

The Etcetera exchange will handle and execute all offline transactions received via the API. It will automatically place the appropriate market orders, manage the Etcetera reserves, and finalize transactions by depositing the purchased cryptocurrency to the Etcetera card address. Online users can buy, sell and trade cryptocurrency on the Etcetera exchange, enjoying high liquidity levels driven by offline card sales in stores. Initially, the Etcetera exchange will be limited to the same three cryptocurrencies: Bitcoin, Ethereum and Etcetera. Of course, more cryptocurrencies/tokens may be added to the exchange later on.
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The Mobile App:

Etcetera will provide an exceedingly user-friendly mobile wallet app, allowing users to import their offline (card) wallet and start buying, selling and trading cryptocurrency straight from their phones. Users will also be able to buy cryptocurrency directly in-app using online payment methods or bank transfers, sell their cryptocurrency and receive fiat through bank transfer, exchange to other cryptocurrencies, send/receive cryptocurrency, make direct payments,...
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The Etcetera ICO:

The Etcetera ICO starts on February 1st and will have a maximum of 5 different stages:

ICO starts with a 24 hour 'angel investor' period with a 40% bonus of purchased ERA tokens at 9AM GMT on February 1st.
Followed by a 7 days investing period with 15% bonus of purchased ERA tokens starting at 9AM GMT on February 2nd.
Followed by a 7 days investing period with 10% bonus of purchased ERA tokens starting at 9AM GMT on February 9th.
Followed by a 7 days investing period with 5% bonus of purchased ERA tokens starting at 9AM GMT on February 16th.
Followed by a last 20 days investing period with 0% bonus of purchased ERA tokens starting at 9AM GMT on February 24th and ending at 9AM March 15th.

Token Issuance:

The Etcetera ERC-20 tokens will be sold once during the ICO period and can be traded freely afterwards on any ERC-20 token accepting exchange.
There will be a maximum of 30'000'000 Etcetera tokens of which 27'000'000 will be sold and all unsold tokens will be burned.

The other 3'000'000 are reserved for:

The Etcetera stakeholders: 500'000 tokens
The Etcetera Team: 750'000 tokens (with a 6 months vesting period for 50% of these tokens and 12 months vesting period for the other 50%)
Bounties: 750'000 tokens
The Etcetera operational reserves: 1'000'000 tokens

Funds distribution:

Funds raised will be used to develop and deploy the Etcetera platform, make the Etcetera cards available worldwide, and fund the Etcetera cryptocurrency reserve. Our main costs will include, but not be limited to, legal support, marketing and development.

Because Etcetera aims to be active worldwide, and regulations around cryptocurrencies are not always clear or in favor of cryptocurrencies, 5% of the collected funds will be reserved for legal support.
For marketing a projected 20% will be reserved, considering that Etcetera's initial success will rely on the amount of influx received through the sales of our cards. Etcetera aims at deploying television commercials worldwide, as well as targeted marketing campaigns and high visibility of our cards in stores across the world.
For development of the Etcetera platform and production and distribution of the Etcetera cards, a projected 25% will be reserved to develop a stable and secure platform upon deployment (the Etcetera exchange, mobile application and API), establishing a secure production process of the Etcetera cards, contracting distribution channels, and so on.
To establish the Etcetera cryptocurrency reserves of Bitcoin, Ethereum and fiat currencies; 45% of the funds will be allocated to these reserves. They will be used to ensure fast, reliable and secure deposits through the Etcetera API and the Etcetera platform as a whole.
A projected 5% will be allocated to a research department which will focus on developing new Etcetera products, like the Etcetera cryptocurrency debit card and others, but for this we will ask community input for what they would like best.

Technical Roadmap:

Our unique selling points

Our effective selling points (our Points-of-Sale) will be the first to sell gift cards to which cryptocurrency will be send, upon payment at the register!
Our offline buyers of gift cards can choose any top-currency (bitcoin and ethereum at first, more later) or our own ERA-token to buy in any local store, with any payment the store accepts
The combination of our future API, exchange en mobile wallet will be the entry point for millions of new crypto-currency buyers and holders!
Because we will constantly follow and choose what top-currencies to add (or in the future perhaps delete) from our platform, we will also profit from the fact that we're providing these top-currencies.