tiffany emerson manager finance & accounting odu cs 410 team orange april 7, 2005 1 sous chef...
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Tiffany Emerson
Manager Finance & Accounting
ODU CS 410
Team Orange
April 7, 2005
Sous ChefMilestone Presentation
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Team Orange
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• Problem• Problem characteristics
• Proposed solution• Solution characteristics• Solution components • Solution pros and cons
• Management plan• Risks• SBIR phases• Conclusion• Q&A
Outline Outline
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What’s for dinner?What’s for dinner?
Dinner?
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What’s for dinner?What’s for dinner?
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Sally goes to McDonalds’Sally goes to McDonalds’
because…
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Problem Statement
Planning and shopping for meals is complicated due to lack of time, need for specialized meals and lack of knowledge.
Problem
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Problem characteristics
• Poor planning• Lack of time• Specialized meal requirements• Lack of knowledge
• Sales, coupons, and member rewards
• Preparation of meals• Nutrition
Problem characteristics
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Problem characteristics
• 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
Poor planning
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Lack of time
- Department of Labor, Women’s Bureau
Who is planning meals?
Planning, preparing and cooking meals
75%
25%
Others
Women
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Lack of time
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
om
en
- Department of Labor, Women’s Bureau
Lack of time
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Lack of time
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
Lack of time
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Need specific meal plans
Meal plans for high cholesterol, diabetes, diet, etc.
Specialized meal requirements
- Food Marketing Institute
87%
13%
Health ConsciousNot Concerned
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Lack of knowledgeLack of knowledge
- 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 meal plans
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
Budget conscious meal plans
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Goal
Provide grocery shoppers with a time-saving interactive meal planning tool for use in the store and at home.
This will allow the grocery store to:• Increase profits by “building the basket”• Differentiate itself from competition• Increase customer satisfaction
Goal
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Proposed Solution
• Sous Chef
Proposed solution
RewardCard
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Sous Chef will…
• Sous Chef will provide grocery shoppers with:• Shopper-specific recipes• Recipe-specific coupons• Complete customized shopping list• Video-enhanced cooking directions• Accompaniment suggestions
Solution characteristics
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Sous Chef will…
• Sous Chef will provide grocery stores with:• Competition with restaurants and “fast
food”• Customers that shop at other stores• Clear picture of shopping habits• Opportunity to “build the basket”
Solution characteristics
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Sous Chef will not…
• Sous Chef will not:• Prepare meals• Purchase groceries• Guarantee nutritious preparation of
meals• Control serving size of prepared
meals
Solution characteristics
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•What’s in the box?
• Hardware• Kiosk(s)
• Printer(s)
• Server(s)
• Software• Web GUI• Database• Kiosk software• Sous Chef software
What’s in the box?
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System componentsFunctional components
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System FlowSystem 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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Meal Planning ProcessMeal planning process
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Interface FlowInterface FlowWeb GUI Screen IWelcome Screen
- Swipe Card
- Enter Name
- Skip
Web GUI Screen IIUser Options
- Access Stored Plan & Reports
- Plan Meal
Web GUI Screen IIIRecipe Category
- Entree- Appetizer- Side Dish- Dessert- Salad- Soup- Sauces / Gravy- Back
Web GUI Screen IVDiet Preferences
- Weight Watchers- Low Carb- Atkins- South Beach- Low Sodium- Diabetic- Low Fat- Use All Store Settings- None- Back
Web GUI Screen VIRecipe Type
- Beef- Poultry- Pork- Seafood- Vegetarian- None- Back
Web GUI Report ISelect Recipe
List Top 10 Recipes
Displayed
Web GUI Screen VTime & Difficulty
- Easy- Moderate- Expert
Web GUI Screen VIIPrint Options
- Recipe- Shopping List- Meal Plan- Coupons- Print All- Back
- Super Quick (<15)- Quick (<30)- None- Back
- Select Recipe(s)- Back
Web GUI Report IIDisplay Recipe
Display Recipe(s)
- Store Recipe- Store My Preferences- Select New Recipe- View Add on Suggestions- Print Options- Back
Report IV
Report V
Report VI
Report VII
Web GUI Report VIIISelect Add-Ons
List Top 10 Suggestions
- Select Recipe(s)- Back
4/2/2005
Sous Chef Interface Flow Diagram
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Pros
• Increase store profits by “building the basket”
• Increase shopper satisfaction• Interacts with store’s existing database • Complete method to gather shopper’s
purchasing trends and habits• Shoppers have various ways to access the
system• Steal customers of “Fast Food” industry
Pros
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Cons Cons
• May create privacy issues
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ManagementManagement plan
Development Plan Evaluation Plan
Marketing Plan Scheduling Plan
Financial Plan Organizational Plan
Risk Management Plan
Management Plan
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Development
• Sous Chef database• Client/server software• GUI Screens• Client/server interface• Database/kiosk interface• Based on future research
• Input and Output drivers
Development plan
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Frequency of Evaluation: 1. Every 3 months2. 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
• Primary Target Market• Wal-Mart Super Center(s)
• Why Wal-Mart?• Lack of meal planning on website• Super center food sales growing• Interactive webpage for other services• Self check out kiosk
Marketing plan
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Marketing
• Secondary Target Market• Grocery Chain(s)
• Why secondary market?• Already have some meal planning• Most directly compete with Wal-Mart• Currently majority of sales
Marketing plan
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Grocery Sales Market
- Supermarketguru.com
-SuperCenters
11%
Warehouse Club Stores
3%
Other3%
Grocery Stores83%
Grocery Stores
Super-Centers
Warehouse Club Stores
Other
Grocery sales market
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Grocery Sales MarketTarget 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%)
0%
5%
10%
15%
20%
25%
2000 2001 2002
The Sales Growth Story
TraditionalGrocersWal-Mart
-Progressive Grocer, December 2002
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Target market
“The average shopper shops at 2.2 [different] stores each week to obtain all their items… supermarkets are missing an opportunity to capture more consumer dollars by delivering and communicating a greater selection and value to their shoppers.”
- http://www.supermarketguru.com
Marketing niche
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Risk analysisMarket niche
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Marketing - 1 storeMarket strategy
Supercenters: 11 in HR
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Marketing - 56 storesMarket strategy
Supercenters: 56 in Virginia
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Marketing USMarket strategy
Supercenters: 1,713 in U.S.
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Kiosk growthKiosk growth
- Frost & Sullivan Summit Research Associates 2003
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Kiosk usage breakdownKiosk usage
- http://www.coinstar.com
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Risks
1. Customer disinterest 2. Technically adverse shoppers3. Schedule4. Cost5. Competition6. Theft7. Damage
Risks
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Risk analysisRisks analysis
1 2 3 4 5
5
4
3
2
1
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Technical issues
1. Customer disinterest• Minimize development cost => competitive• Maximize competition angle• Prove cost versus benefit
2. Technologically adverse shoppers• Easy to learn and use• Provide desired features
3. Schedule• Create centralized system
4. Cost• Utilize existing resources (COTS)
Risk management plan
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Technical issues
• Database integration• Network security• Hardware interface
Technical issues
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Schedule overviewSchedule overview
ID Task Name Start Finish DurationQ1 06Q2 05 Q3 05 Q4 05Q1 05
SepJan JulMay Dec JanAug NovAprFeb Oct FebMar Jun
1 12.29w4/7/20051/12/2005Phase 0
2 10.14w11/5/20058/27/2005Phase 1
3 14.57w2/14/200611/5/2005Phase 2
4 4.14w3/14/20062/14/2006Phase 3
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Phase 0 - OrganizationPhase 0 - Organization
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ghant Phase 0 - Schedule
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Phase 1Phase 1 - Organization
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ghant Phase 1 - Schedule
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Phase 2Phase 2 - Organization
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ghant Phase 2 - Schedule
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Phase 3 - OrganizationPhase 3 - Organization
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ghant Phase 3 - Schedule
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Funding Plan - cost personnelFunding 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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Funding Plan - cost staffStaffing requirements
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Funding Plan - cost hardwareHard resources
Phase 1Item Price Quantity TotalDevelopment HardwareDesktop 560.00$ 1 560.00$ Printer 800.00$ 1 800.00$ Cable 90.00$ 1 90.00$ Monitor 300.00$ 1 300.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 3,065.00$
Implementation SoftwareSQL bundle 4,794.00$ 1 4,794.00$ OS bundle 1,918.00$ 1 1,918.00$ Visual C#.NET 109.00$ 1 109.00$ Subtotal 6,821.00$
Simulated In Store HardwareKiosk/Labtop 3,316.00$ 1 3,316.00$ Cable 160.00$ 1 160.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 4,791.00$ TOTAL 14,677.00$
Phase 2Item Price Quantity TotalDevelopment HardwareDesktop 560.00$ 10 5,600.00$ Printer 800.00$ 1 800.00$ Cable 90.00$ 1 90.00$ Monitor 300.00$ 10 3,000.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 10,805.00$
Implementation HardwareServer 2,210.00$ 6 13,260.00$ Firewall 825.00$ 1 825.00$ Cable 7.00$ 12 84.00$ Subtotal 14,169.00$
In Store HardwareKiosk 2,295.00$ 2 4,590.00$ Cable 160.00$ 2 320.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 6,225.00$ TOTAL 31,199.00$
Phase 3Item Price Quantity TotalDevelopment HardwareDesktop 560.00$ 10 5,600.00$ Printer 800.00$ 1 800.00$ Cable 90.00$ 1 90.00$ Monitor 300.00$ 10 3,000.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 4,405.00$
Implementation HardwareServer 2,210.00$ 6 13,260.00$ Firewall 825.00$ 11 9,075.00$ Cable 7.00$ 144 1,008.00$ Subtotal 23,343.00$
In Store HardwareKiosk 2,010.00$ 22 44,220.00$ Cable 160.00$ 22 3,520.00$ Server 1,315.00$ 11 14,465.00$ Subtotal 62,205.00$ TOTAL 89,953.00$
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Funding Plan - projected budgetProject budget
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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)
Future Plans
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What’s for dinner?
Dinner?
What’s for dinner?
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Sally goes to store…
What type of meal?
Sally goes to the store
Diet specific?
Please, select fromThese recipes.
Print!
RewardCard
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Revisit hookWhat’s for dinner?
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ConclusionConclusion
RewardCard
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References
• http://www.census.gov/• http://www.dol.gov/wb/• http://www.summit-res.com• http://www.coinstar.com• http://www.factsfiguresfuture.com/archive/october_2004.htm• http://www.supermarketguru.com• www.careerjournal.com/salaryhiring/computers/20040209-it-web-tab.ht
ml• http://www.baselinemag.com/print_article2/0,2533,a=118634,00.asp
References
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Appendix Appendix
A. All Recipe’s cost analysis
B. Sous Chef database size estimate
C. Work breakdown sheets
D. Sous Chef GUI screens
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Trusted recipes that have been tested and approved by millions of users
Consistent recipe format, voice, and language developed by our staff of professional bakers
Trusted Recipes• Work with customer to aid in selection of recipes that meet their
criteria• XML data file in agreed upon format that includes all recipes• Up to 4 seasonal updates
<= 1,000 recipes <= 2,000 recipes <= 3,000 recipes
$2,000/month $3,000/month $4,000/month
1 yr. Agreement 1 yr. Agreement 1 yr. Agreement
<= 50 articles <= 100 articles <= 150 articles
$1,000/month $2,000/month $3,000/month
1 yr. Agreement 1 yr. Agreement 1 yr. Agreement
Trusted Cooking Advice Articles• Work with customer to aid in selection of articles that meet their
criteria• XML data file in agreed upon format that includes all articles• Up to 4 seasonal updates
Trusted seasonal, healthy, and holiday articles
Consistent format, voice, and language developed by our staff of professional editors
Appendix A
-http://allrecipes.com/
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Database Size estimateAppendix B
Recipes 10,000Recipe Text Size 2kRecipe Picture Size 20k
220 MBCustomer Stored Preferences 800 MBCustomer Stored Plans 800 MBOther 180 MBDatabase Size Estimate 2 GB
Database Size Estimate
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wbs Appendix C - Phase 0ID Task Name Start Finish
Feb 2005 Mar 2005 Apr 2005
2/6 2/13 2/20 2/27 3/6 3/13 3/20 3/27 4/3
1 2/10/20052/8/2005Initial Concept
2 3/3/20052/10/2005Feasability of project
3 3/3/20052/20/2005Research
4 2/21/20052/20/2005Technical research
5 2/24/20052/20/2005Market research
6 2/24/20052/20/2005Financial research
7 2/21/20052/20/2005Personnel
8 2/24/20052/20/2005Components
9 2/22/20052/20/2005Competition research
10 2/20/20052/20/2005Identify risks
11 2/20/20052/20/2005Technical risks
12 2/20/20052/20/2005Marketing risks
13 2/20/20052/20/2005Financial risks
14 3/3/20053/2/2005Feasability presentation
15 4/7/20053/3/2005Milestones
16 3/6/20053/5/2005Documentation
17 4/7/20054/6/2005Milestone Presentation
18 3/11/20053/6/2005SBIR
19 4/9/20054/7/2005Approval process
20 4/8/20054/8/2005Refine documentation
21 4/9/20054/8/2005SBIR
22 4/7/20054/7/2005Final presentation
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