1 final presentation may 03, 2005 tiffany emerson financial and accounting lead old dominion...
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Final PresentationMay 03, 2005
Tiffany EmersonFinancial and Accounting LeadOld Dominion University, CS 410Team Orangehttp://www.cs.odu.edu/~cpi/cpi-s2005/souschef
Tuesday, May 03, 2005 Team Orange – Sous Chef 2
What’s for dinner?
Dinner?
Tuesday, May 03, 2005 Team Orange – Sous Chef 3
What’s for dinner?
Tuesday, May 03, 2005 Team Orange – Sous Chef 4
Sally goes to McDonalds’
because…
Tuesday, May 03, 2005 Team Orange – Sous Chef 5
Problem statement
Grocery stores do not provide in-store meal planning assistance to the
unprepared shopper.
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• Problem– Problem characteristics
• Proposed solution– Solution characteristics– Solution components
• Management plans• SBIR phases• Conclusion
Outline
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Problem characteristics
• Shoppers are not planning• Shopper’s specialized meal requirements
– Low fat– Low sodium– Low carbohydrates
• Shopper uncertainty– Sales, coupons, and member rewards– Nutrition
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Shoppers are not planning
70% of consumers do not know what they are having for dinner at 4PM.
68% of food purchased is based on impulse.
- University of Indiana Study
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Who is planning meals?
- Department of Labor, Women’s Bureau
Planning, preparing and cooking meals
75%
25%
OthersWomen
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Why no planning?
Women In the Workforce(with children under 18)
56.6
64.7
69.7
72.9
55
57
59
61
63
65
67
69
71
73
75
1980
1982
1985
1987
1990
1992
1995
1997
2000
% o
f W
omen
- Department of Labor, Women’s Bureau
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Why no planning?
81
91
76
78
80
82
84
86
88
90
92
Hours Per Week at Work
1977
2002
Dual Income Families
- Families and Work Institute
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Specialized meal requirements
Meal plans for high cholesterol, diabetes, diet, etc.
- Food Marketing Institute
87%
13%
Health ConsciousNot Concerned
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Nutrition uncertainty
- http://www.factsfiguresfuture.com/archive/october_2004.htm
60%
40%Confused
Not Confused
“Many see the cost and confusion about nutrition as barriers to eating better.”
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Budget conscious shoppers
69% of shoppers list price as a “very important” factor in food selection
- ACNeilsen Homescan
81% of households belong to at least one frequent shopper program
- Trends in the US – Consumer Attitudes and the Supermarket, 2000
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Budget conscious shoppers
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Goal
Provide grocery stores with a meal planning tool that will allow shoppers
to plan their meals in the store.
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Objectives
• Build a robust database • Develop database processes• Create UI software• Integrate with grocery store database• Market product
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Proposed solution – Sous Chef
Sous Chef
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Solution characteristics
• Sous Chef will provide grocery shoppers with:– Shopper-specific recipes– Recipe-specific coupons– Complete customized shopping list– Video-enhanced cooking directions– Accompaniment suggestions
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Solution characteristics
• Sous Chef will provide grocery stores with:– Competition with restaurants– Competition with other stores– Complete method to gather shopper’s
purchasing trends and habits– Opportunity to “build the basket”– Increase shopper satisfaction and therefore
shopper loyalty
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What’s in the box?
• Hardware- Kiosk(s)
- Server(s)
• Software- Web GUI
- Database
- Kiosk software
- Sous Chef software
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Meal planning process
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System flow
Get Customer ID
Customer ID
SpecialsInventoryCoupon
Query:- Recipe Category- Diet Choice- Recipe Type-Time-Difficulty
Summary Query Results
Customer ID
SousChef
Database
Sous ChefData
Process
SummaryData
Process
Grocery Store DataAnalysis
Grocery Store
Database
ScheduledReport III
DataSummary
File
Customer ID
Stored Plan
Top 10 Recipe Results
Stored Preferences
Grocery Store
Sous ChefWeb GUI
BarCode
Reader Kiosk Printer
ReportsRecipe
Shop ListMeal PlanCoupons
Kiosk
RecipesMeal Plans
Shopping ListCoupons
SuggestionsCustomer swipes Card
Name / Password
`
Home
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Tuesday, May 03, 2005 Team Orange – Sous Chef 25
Tuesday, May 03, 2005 Team Orange – Sous Chef 26
Management plan overview
Evaluation Plan Marketing Plan
Scheduling Plan Funding Plan
Staffing Plan Risk Management Plan
Project Management Plan
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Management plan
• Oversee personnel– Develop plan– Review progress– Reassess plan
• Coordinate scheduling between– Personnel– Processes– Tasks
• Communication– Twice-weekly meetings– Web based communication
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Frequency of evaluation: Every 3 months or as often as necessary
Each phase will be evaluated based on the evaluation checklist for that phase. Technical
Factor
Marketing Factor
Financial Factor
Evaluation Checklist
(Phase 0, 1, 2 or 3)
Personnel Factor
Administrative Factor
Phase 0 Phase 1 Phase 2 Phase 3
Evaluation plan
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Marketing plan
• Primary target market- Wal-Mart Supercenter(s)
• Why Wal-Mart?- Lack of meal planning on website- Supercenter food sales growing- Interactive webpage for other services- Self check out kiosk
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Marketing plan
• Secondary target market- Grocery chain(s)
• Why secondary market?- Already have some meal planning- Most directly compete with Wal-Mart- Currently majority of sales
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Grocery sales market
- Supermarketguru.com
Super-Centers11%
Warehouse Club Stores
3%
Other3%
Grocery Stores83%
Grocery Stores
Super-Centers
Warehouse Club Stores
Other
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Target market
0%
5%
10%
15%
20%
25%
2000 2001 2002
The Sales Growth Story
Traditional Grocers
Wal-Mart
-Progressive Grocer, December 2002
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Target market
(Sales in million $$)
2000 2001 2002Sales % growth Sales % growth Sales % growth
Traditional Grocers/FoodRetailersSales in South HR $2063.6 1.13% $2101.5 1.83% $2166.5 3.09%
Wal-MartSales in South HR $118.4 4.31% $142.5 20.35% $174.5 22.45%
-Progressive Grocer, December 2002
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Marketing niche
“The average shopper shops at 2.2 [different] stores each week to obtain all their items…”
- http://www.supermarketguru.com
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Market competition
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Phase 3 marketing plan - Year 1
Supercenters: 11 in HR
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Phase 3 marketing plan - Year 2
Supercenters: 54 in Virginia
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Phase 3 marketing plan - Year 3
Supercenters: Over 800 stores
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Phase 3 marketing plan - 4+ years
Supercenters: 1,713 in U.S.
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Kiosk growth
- Frost & Sullivan Summit Research Associates 2003
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Kiosk usage
- http://www.coinstar.com
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Risks
1. Database integration
2. Database performance
3. Database scalability
4. Test data consistency
5. FDA guideline changes
6. Database storage
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Risks analysis
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Risk mitigation strategies
1. Database integration: Develop integration strategy
2. Database performance: Consult database expert during early development
3. Database scalability:Design database and servers to be interchangeable and load-balancing
4. Test data conformity: Conform testing to data processing and performance
Tuesday, May 03, 2005 Team Orange – Sous Chef 45
Schedule overview
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Phase 0 - Personnel
Tuesday, May 03, 2005 Team Orange – Sous Chef 47
Phase 0 - Schedule
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Phase 1 - Personnel
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Phase 1 - Schedule
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Phase 1 - Budget
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Phase 2 - Personnel
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Phase 2 - Schedule
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Phase 2 - Budget
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Phase 3 - Personnel
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Phase 3 - Schedule
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Phase 3 – Budget
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Total Budget
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Projected income
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Funding plan
• National Science Foundation– Division of Information & Intelligent Systems– Digital Society & Technologies– Deadline: December 15, 2005
• CIT Corporate Giving Program– Commercial Finance Group– No deadline
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Future plans
• Allow for multiple types of I/O device(s)• Allow storage of personal recipe(s) in recipe box• Create method to integrate customer recipe(s) in
Sous Chef database• Create methods to mitigate risks stemming from
new device(s)
Tuesday, May 03, 2005 Team Orange – Sous Chef 61
What’s for dinner?
Dinner?
Tuesday, May 03, 2005 Team Orange – Sous Chef 62
Sally goes to the store…
What type of meal?
Diet specific?
Please, select fromThese recipes.
Print!
Sous Chef
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What’s for dinner?
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Conclusion
Sous Chef
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Appendix
• Additional diagrams• SBIR table of contents• SBIR appendices