What Magnatag does

Magnatag Inc. is a privately held, founder-owned U.S. manufacturer of magnetic dry-erase whiteboard systems, headquartered and producing all products at a single factory office in Macedon, New York. The company's core technology is the proprietary MagnaLux® porcelain-like steel dry-erase surface bonded to a stress-skin honeycomb core with an aluminum backer and framed in BoldLyne® anodized aluminum; layouts are heat-fused directly into the steel for permanent, durable markings. Across more than 100 task-specific board systems organized under sub-brands such as Big-Year®, Plan & Progress®, SQDC, QDIP, Expanda-Panel®, YearMaster®, RotoCube®, WhiteWalls®, and ChartView®, Magnatag serves primary verticals of manufacturing, healthcare, education, and government/military (via GSA contract #47QSMS12D0001), with secondary demand from general business and individual buyers. The company sells predominantly on a one-time hardware basis at unit prices between roughly $165 and $3,000 with volume discounts, supported by a recurring magnetic-accessories and supplies aftermarket, a free U-Design-IT® online customization tool, toll-free phone sales staffed by specialists, and a direct e-commerce storefront. CEO Christian Krapf leads the company, which is classified as a Small Business under its GSA Schedule and has been in continuous operation for over 60 years.

Name

Magnatag

Legal name

Magnatag Inc.

Website

https://magnatag.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

Magnatag Inc. is a privately held U.S. manufacturer of proprietary MagnaLux® magnetic dry-erase whiteboard systems, serving manufacturing, healthcare, education, and government buyers via direct sales, e-commerce, and GSA contract #47QSMS12D0001 from its Macedon, New York factory.

Ownership category

akta.pro rank

Headquarters

HQ city

Macedon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Magnetic Dry-Erase Whiteboard Hardware Sales: One-time sale of magnetic dry-erase whiteboards and whiteboard systems. Products range from plain boards to fully kitted task-specific systems. Prices vary by size, complexity, and included accessories. Volume discounts apply for orders of 2+ units.
2. Magnetic Accessories and Supplies: Recurring sales of replacement magnets, cardholders, card inserts, dry-erase markers, erasers, cleaner, precise tape, and other supplies. Supplies are sold as add-on items to whiteboards and for replenishment.
3. Custom Printed Whiteboards: Custom-printed magnetic dry-erase whiteboards with customer-specified branding, titles, and layouts, ordered through custom configuration tool at no extra cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Magnatag designs, manufactures, and sells customized magnetic dry-erase whiteboard systems featuring a proprietary MagnaLux® porcelain-like steel dry-erase surface. Its product line includes specialized planning boards, project tracking systems, calendars, kanban/SQDC visual management boards, meeting boards, and rotating display towers used by manufacturing firms, hospitals, schools, and government agencies to run lean, agile, and continuous-improvement operations. All boards are custom-sized, custom-printed (grids, labels, logos), and assembled-to-order in-house at the company's facility in Macedon, New York.

Product overview

Magnatag is a manufacturer of magnetic dry-erase whiteboard systems and related visual management products. The core product is the MagnaLux® porcelain-like steel magnetic whiteboard, which serves as the foundation for multiple specialized systems including: Whiteboard Calendars (encompassing year, month, week, hour/minute, and timeline formats such as the Big-Year 52-Week Line-Item Planner, Personal Time-Task Organizer, and Plan & Progress boards), Whiteboard Systems for task management, project tracking, and organizational use (including SQDC Visual Management Boards and QDIP Daily Process Management systems), and Specialty Displays such as the RotoCube rotating whiteboard towers and Expanda-Panel modular timeline track systems. All whiteboards feature the proprietary MagnaLux® dry-erase surface with BoldLyne® anodized aluminum frames, and kits include color-coded magnetic accessories, cardholders, and dry-erase tools. The company also offers glass whiteboards, whiteboard maps, custom printing services, and standalone supplies. Products are designed for industries including manufacturing, healthcare, education, and government, with GSA contract availability.

Differentiator

Problem solved

Functional benefit

Brands

• MagnaLux: Proprietary porcelain-like dry-erase whiteboard surface technology that will not stain, crack or fade over a lifetime of daily use.
• BoldLyne
• PandaBoard
• WhiteWall
• ChartView
• U-Design-IT
• Do-Done
• Flip-Overs
• Expanda-Panel
• RotoCube
• YearMaster
• GiantYear

Products and services

• Big-Year® 52-Week Line-Item Planner Custom magnetic dry-erase whiteboard displaying a full 52-week line-item calendar on a single board for long-range planning. Example listed price: $1,259 for a 4'x6' configuration. Used by operations, manufacturing, and program-management teams that need month-by-month planning visibility on a wall.
• Personal Time-Task Organizer™ Custom-printed magnetic dry-erase board that organizes daily and weekly time-and-task planning for an individual user. Example listed price: $809 for a 3'x4' configuration. Targeted at office professionals, project managers, and individual contributors who want a single-wall replacement for paper planners.
• Expanda-Panel® FullWall® Modular Timeline Project Track Schedules Modular, expandable wall-spanning magnetic dry-erase timeline system designed to display multiple parallel project schedules as FullWall® panels. Used by program managers, engineering teams, and capital-project groups that need to map long, multi-track timelines across an entire wall.
• Plan & Progress® Timeline Tracker® Custom magnetic dry-erase timeline tracker that combines planning and progress marking on a single grid for ongoing project status visualization. Example listed price: $1,299 for a 4'x6' configuration. Built for project teams that need a persistent wall-visible record of plan vs. actual over the life of a project.
• SQDC Visual Management Boards Custom magnetic dry-erase boards pre-printed with the four SQDC quadrants (Safety, Quality, Delivery, Cost) for daily-management and Lean huddle use on the shop floor. Example listed price: $1,139 for a 4'x5' configuration. Designed for manufacturing plants running Lean / continuous-improvement programs.
• Personal Year™ Time-Task Planner Yearly wall planner magnetic dry-erase board that consolidates task and date planning across 12 months. Used by individuals and small teams for long-horizon personal and small-project scheduling.
• By-the-Numbers™ Magnetic Organizer Custom magnetic dry-erase organizer built around numeric metric fields and bucket-style groupings. Example listed price: $1,259. Designed for Lean teams that need to track countable KPIs (e.g., incidents, defects, throughput) on a daily basis with repositionable magnets.
• Agenda-Issue™ Meeting Board™ Custom magnetic dry-erase meeting board with separated Agenda and Issue columns to structure recurring team meetings. Example listed price: $979. Targeted at managers running weekly staff meetings and project status reviews.
• QDIP Daily Process Management Board Custom magnetic dry-erase board implementing the QDIP (Quality, Delivery, Inventory, People/Performance) daily-management method for shop-floor and operations teams. Example listed price: $1,659 for a 4'x8' configuration. Used for daily tier huddles and continuous-improvement review.
• Rotocube® Big Island™ Rotating Bulletin Tower Large freestanding rotating magnetic dry-erase tower with four panels delivering approximately 4'x10' of display area in a 48-inch footprint. Example listed price: $2,996. Used in central-plant or large-room settings to rotate between multiple visual-management displays without taking down or rearranging boards.
• Rotocube® Rotating Bulletin Tower Freestanding rotating magnetic dry-erase tower with four panels for switching between multiple visual displays in compact footprints. Sold as a configurable specialty display product distinct from the larger Rotocube Island model.
• WhiteWalls™ Dry-Erase Wall System Wall-covering dry-erase panel system that turns entire walls into a continuous writeable surface using the MagnaLux® porcelain-like steel skin. Targeted at classrooms, meeting rooms, and operations centers needing full-wall dry-erase space.
• GlassGrip™ Glass Whiteboards Custom-printed magnetic glass dry-erase boards offering a premium frameless appearance with the same magnetic accessory and custom-print capabilities as the steel-surface line. Marketed for executive meeting rooms and modern office environments.
• StepTracker® Custom-Printed Whiteboard Custom magnetic dry-erase board pre-printed with stepped/staged tracking columns for visual movement of work through defined process steps. Used for production flow, kanban, and stage-gate process visibility.
• Custom Dry-Erase Whiteboards (Bespoke Configurations) Fully custom-sized and custom-printed magnetic dry-erase boards engineered to customer specifications using the MagnaLux® porcelain-like steel surface, BoldLyne® frame, and the U-Design-IT® online customization tool. Covers any application not met by the standard named products, including specialized grids, logos, and layouts for manufacturing, healthcare, education, and government buyers.
• Magnetic Dry-Erase Accessories (WakTack®, PandaBoard®, BoldLyne®, Flip-Overs®) Proprietary branded accessories sold alongside Magnatag boards, including WakTack® rare-earth magnets for higher grip, PandaBoard® felt erasers and pen-holders, BoldLyne® anodized aluminum frame components, and Flip-Overs® flip-chart-style overlays. Sold together with boards to support the visual-management use case.

Quantifiable outcome

• 50% reduction in work-in-progress
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Miro: Cloud-based collaborative whiteboard platform used for visual planning, agile/lean ceremonies, and remote team workshops. A digital substitute rather than a direct physical-board competitor, but increasingly competes for the same lean/visual-management budget that Magnatag targets with its SQDC and QDIP systems.
• IdeaPaint (Steelcase): Manufacturer of whiteboard paint and writable surface coatings that turn entire walls into dry-erase surfaces. An adjacent substitute to physical magnetic boards like Magnatag's WhiteWall® steel wall system, targeting similar visual management and office design customers.

Direct peers

• Walltalkers: Manufacturer of writeable, magnetic, and tackable wallcovering systems marketed to healthcare, education, and corporate interiors. Comparable wall-surface and custom-visual offering to Magnatag's WhiteWall® and custom-printed programs.
• Best-Rite (MooreCo): Long-standing U.S. whiteboard brand (now under MooreCo) producing porcelain-steel whiteboards, visual management boards, and accessories for office, education, and industrial markets. Direct competitor to Magnatag's core magnetic whiteboard offering.
• Egan TeamBoard (Egan Visual): Canadian-headquartered manufacturer of magnetic dry-erase planning boards and visual management systems, with a comparable line of pre-printed task-specific boards (SQDC, planning, scheduling). Directly competes with Magnatag in the custom-printed planning whiteboard niche.
• Ghent Manufacturing: U.S. manufacturer of whiteboards, visual communication boards, cabinets/tracks, and custom-printed boards for education, healthcare, government, and corporate customers. Closely comparable product line and Made-in-USA positioning to Magnatag.
• Clarus Visual Products: U.S. manufacturer of premium glass whiteboards and writing walls (Float, GlassWrite+) targeted at executive offices, conference rooms, and architectural installations. Comparable premium, design-forward positioning to Magnatag's higher-end boards.

Broad incumbents

• PolyVision (Steelcase): Manufacturer of CeramicSteel-coated boards and architectural surfaces, owned by Steelcase. Comparable porcelain-steel whiteboard technology to Magnatag's MagnaLux® surface but with a much broader corporate, education, and infrastructure footprint.
• Quartet (ACCO Brands): One of the largest U.S. whiteboard and visual communication brands, owned by ACCO Brands, distributed through office-supply retail and contract channels. Overlaps with Magnatag in whiteboards but operates a much broader office products portfolio.
• MooreCo (Bretford): U.S. manufacturer of visual boards, presentation products, and technology furnishings (parent of Best-Rite). Comparable to Magnatag in dry-erase boards but with a much broader classroom and office furniture portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/magnatag
• Facebookfacebook.com/Magnatag
• LinkedInlinkedin.com/company/magnatag-visible-systems

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magnatag