CS 410
The MatchMaker Project
The
MatchMaker
Milestones Presentation
12Nov03
Presented by Craig Gilkey, Nick
Hundstad, & Michael Urban
http:www.cs.odu.edu/~mpereras/CS410web.html
11/12/03
CS 410 (Milestones)
1
The Single’s Dilemma
The
MatchMaker
11/12/03
CS 410 (Milestones)
2
Problem Statement


The
MatchMaker
11/12/03
Single people routinely attend social
gatherings for the purpose of meeting
others with similar interests.
This purpose is significantly hampered
by a lack of basic compatibility based
dating services at these social
functions.
CS 410 (Milestones)
3
Social Gatherings for Singles



Bars and Clubs
Cruises and Resorts
Group Oriented Social Activities

The
Ex. Masons, Christian Singles Groups,
Jaycees
MatchMaker
11/12/03
CS 410 (Milestones)
4
Characteristics of the Problem

Need for
Rapid Communication
 Compatibility Matching

The
MatchMaker
11/12/03
CS 410 (Milestones)
5
Rapid Communication

Single at a bar/social gathering:


The
MatchMaker

11/12/03
On average, 3.3 hours trying to meet
someone (MSNBC, 2003)
‘Time constraints are the main
reason for going into a dating
service’ (Shipp, 2003)
78% of online dating service
customers: ‘speed of (internet
dating) service was a primary
consideration’ (Jupiter, 2003)
CS 410 (Milestones)
6
Compatibility


The
MatchMaker

Lack of Compatibility is a
key factor in unsuccessful
relationships (Dixon,
2003)
Long term relationships
need compatibility
(Warren, 2003)
‘Most online dating
services use compatibility
to match’ (MSNBC, 2003)
11/12/03
CS 410 (Milestones)
Monica Godfrey and Andrew Lehrer
met online. (Photo: CBS)
7
Singles on Cruise Ships


The
MatchMaker

11/12/03
A ‘limited or nonexistent
perspective as to who
they are compatible with’
(Motter, Campbell, 2003)
10 major cruise lines
carried 7.6 million
passengers on 3,575
different cruises in 2002
(Garrison, 2003)
Of these, 54% were
From Carnival Cruise Lines
(2003)
single
CS 410 (Milestones)
8
Match-up methods underway

The
MatchMaker
Singles on Cruise Ships,
83% had used available
‘match-up’ methods set
up by the ship
(Campbell, 2003)
 Cocktail Hour and
Meet and Greet
socials (Travelocity,
2003)
 NO Compatibility
match-up
11/12/03
Pic of the Americana
Lounge on The Carnival
CS 410 (Milestones)
Sensation
(Carnival, 2003)
9
The Bottom Line

The
MatchMaker
11/12/03
At social gatherings, singles
need a compatibility based
dating service that utilizes both
portability and fast
communication
CS 410 (Milestones)
10
Our Societal Goal

The
MatchMaker
11/12/03
The MatchMaker Project intends to
create more compatible
relationships between singles by
incorporating portability and fast
data transfer into a dating service.
CS 410 (Milestones)
11
Our Product Goal

Design a handheld Bluetooth™ device capable
of meeting the societal goals


The

MatchMaker

Initial Market: Cruise Lines, NCL and Carnival


By January 2005 (before Spring Break)
Future Market: General Public

11/12/03
Others with Similar interest via Rapid Communication
and Portability
Cheaper than current solutions
Does not require Cell Phone Towers
By August 2005
CS 410 (Milestones)
12
The MatchMaker will have the
look and feel of a cell phone
The
MatchMaker
11/12/03
CS 410 (Milestones)
13
Range of Bluetooth
The
MatchMaker
11/12/03
CS 410 (Milestones)
14
The
MatchMaker
11/12/03
CS 410 (Milestones)
15
The
MatchMaker
11/12/03
CS 410 (Milestones)
16
The
MatchMaker
11/12/03
CS 410 (Milestones)
17
Compare Data
The
MatchMaker
Name
Gender
Age
Marital Status
Body Type
Height
Eyes
Hair
Ethnicity
Smoking
Drinking
Have Kids
Want (more) kids
Education
Employment Status
Occupation
Income
Religion
Attend Services
Political Views
Astrology
Languages
11/12/03
Nick
male
22
Single - never married
Athletic
6'
Blue
Bolnd
caucasion
no
Socially
no
don’t know
Some College
Student
Student/Computerrelated
less than $25,000
Christian
Rarely
Middle of the road
Taurus
English
About My Match
Critical
Gender preferences
Y
woman seeking man
Age
Y
18-25
Marital Status
N
Single - never married
Body Type
N
slim,average,athletic
Height
N
5'5"- 6'3"
Eyes
N
any
Hair
N
any
Ethnicity
N
caucasian
Smoking
N
no
Drinking
N
no
Have Kids
N
any
Want(more)kids
N
yes,don't know
Education
N
highschool or beyond
Employment Status
N
Full-time,Part-time,Self-employed,Student
Occupation
N
any
Income
N
any
Religion
Y
Christian,None/Agnostic
Attend Services
Y
weekly
Political Views
N
any
Astrology
N
any
Languages
N
English
CS 410 (Milestones)
18
The
MatchMaker
11/12/03
CS 410 (Milestones)
19
Compare Data
The
MatchMaker
Name
Gender
Age
Marital Status
Body Type
Height
Eyes
Hair
Ethnicity
Smoking
Drinking
Have Kids
Want (more) kids
Education
Employment Status
Occupation
Income
Religion
Attend Services
Political Views
Astrology
Languages
11/12/03
Nick
male
22
Single - never married
Athletic
6'
Blue
Bolnd
caucasion
no
Socially
no
don’t know
Some College
Student
Student/Computerrelated
less than $25,000
Christian
Rarely
Middle of the road
Taurus
English
About My Match
Critical
Gender preferences
Y
woman seeking man
Age
Y
18-25
Marital Status
N
Single - never married
Body Type
N
slim,average,athletic
Height
N
5'5"- 6'3"
Eyes
N
any
Hair
N
any
Ethnicity
N
caucasian
Smoking
N
no
Drinking
N
no
Have Kids
N
any
Want(more)kids
N
yes,don't know
Education
N
highschool or beyond
Employment Status
N
Full-time,Part-time,Self-employed,Student
Occupation
N
any
Income
N
any
Religion
Y
Christian,None/Agnostic
Attend Services
N
weekly
Political Views
N
any
Astrology
N
any
Languages
N
English
CS 410 (Milestones)
20
The
MatchMaker
11/12/03
CS 410 (Milestones)
21
The
MatchMaker
11/12/03
CS 410 (Milestones)
22
Prototype



The
MatchMaker

Decide on how the database will look
Create computer end input Software /
GUI
Decide on how Matchmakers will
analyze the database / exchange
information
Make software to run on a PC the way it
would run on MatchMaker Device
11/12/03
CS 410 (Milestones)
23
Proof of Concept– Phase 1

Test 1


The
MatchMaker
11/12/03
Use computer GUI screens to create two
test profiles
Set up two computers with Bluetooth
devices run through simulated MatchMaker
link and exchange of databases
CS 410 (Milestones)
24
The
MatchMaker
11/12/03
CS 410 (Milestones)
25
Test 3

Test functionality when 9 MatchMakers
come in contact with each other at once
The
MatchMaker
11/12/03
CS 410 (Milestones)
26
Management Plan

4 Phases of Organization


The

MatchMaker


Phase
Phase
Phase
Phase
0:
1:
2:
3:
Project Conception (77 days)
Feasibility/ Prototype (111 days)
Plan-Detailed Specifics (212 days)
Production Phase (127 days)
Program Duration: 527 days

11/12/03
[End of Production… August 2005]
CS 410 (Milestones)
27
Phase 0 Project Staff
The
MatchMaker
11/12/03
CS 410 (Milestones)
28
Phase 0 Tasks & Deliverables


The
Length: 77 days/
ODU Fall (2003)
Semester
Phase 0 Deliverables

MatchMaker



Feasibility
Milestones
SBIR Approval for
Phase 2
MatchMaker Web
Page
11/12/03
Da
ys
Start
Date
End Date
Initial Conception
5
09/04/03
09/09/03
Solution and Problem Research
20
09/09/03
09/29/03
Primary Feasibility Research
20
10/01/03
10/20/03
Feasibility Documentation
20
10/01/03
10/20/03
Feasibility Presentation
1
10/28/03
10/28/03
Market Research and Analysis
10
10/29/03
11/09/03
Milestone Documentation
15
11/01/03
11/16/03
Milestone Presentation
1
11/12/03
11/12/03
Web Page Development
20
10/28/03
11/27/03
Final Proposal Review
20
11/10/03
11/30/03
Approval Presentation
1
12/8/03
12/8/03
Final Web Page Review
1
12/8/03
12/8/03
Phase 2 SBIR Documentation
Review
1
12/8/03
12/8/03
Tasks
CS 410 (Milestones)
29
Phase 1 Project Staff
The
MatchMaker
11/12/03
CS 410 (Milestones)
30
Phase 1 Tasks & Deliverables


The
Length: 111 days/
ODU Spring (2004)
Semester
Phase 1 Deliverables

MatchMaker



Prototype Design
Independent Market
Research
Initial Software
Testing
SBIR Approval for
Phase 2
11/12/03
Day
s
Start
Date
End
Date
Software Design
45
12/15/03
2/15/04
Prototype Hardware Design
45
12/15/03
2/15/04
Software Development: Java Applet
43
1/15/04
3/15/04
Hardware Design Testing
15
2/18/04
3/5/04
Prototype Hardware Review
5
3/6/04
3/11/04
Software Development: USB
43
1/15/04
3/15/04
Software Testing
20
3/19/04
4/8/04
Software Review
4
4/9/04
4/13/04
Prototype Integration
6
4/15/04
4/21/04
Prototype Testing
5
4/23/04
4/28/04
Prototype Integration Review
2
4/29/04
4/30/04
Updated Marketing Plan Review
1
3/15/04
3/15/04
Phase 2 SBIR Write Up
5
4/10/04
4/14/04
Phase 2 SBIR Documentation
Review
1
4/15/04
4/15/04
5/15/04
5/15/04
31
Tasks
SBIR Presentation
CS 410 (Milestones)
1
Phase 2 Project Staff
The
MatchMaker
11/12/03
CS 410 (Milestones)
32
Phase 2 Tasks & Deliverables


Length: 212 days/ ODU
Summer (2004)
Semester
Phase 2 Deliverables

The
MatchMaker


Preliminary Sales
Contracts
Cruise Line
Questionnaire
Testing (HW/SW)


Day
s
Start
Date
End Date
Budget Analysis for Phase 1
60
05/15/04
07/15/04
Training Guidelines for Maintenance
Personnel
15
06/20/04
07/05/04
Software Testing
210
5/16/04
12/16/04
Hardware (Shell) Construction
144
5/30/04
10/24/04
Construct Cruise Line Questionnaire
45
7/01/05
8/16/05
Preliminary Product Sales Contract
45
05/30/04
07/14/04
Market Analysis: Open Sale
120
07/01/04
10/01/04
Test Analysis
30
12/01/04
01/01/04
01/01/05
01/15/05
Tasks
Final Pre-Production Product Review
10
Shock
On Sight Testing
11/12/03
CS 410 (Milestones)
33
Phase 3 Project Staff
The
MatchMaker
11/12/03
CS 410 (Milestones)
34
Phase 3 Tasks & Deliverables


Length: 127 days
Phase 3 Deliverables

The

MatchMaker


Sales Contracts
Finalized
HW Outsource
Produces Units
Maintenance Trainers
Online
Product Release to
General Public
11/12/03
Days
Start
Date
End
Date
Instruction of Maintenance Trainers
15
7/4/05
7/22/05
Tech Support Contract Signed with
Cruise Line
1
3/22/05
3/22/05
Sales Contract Finalized
1
3/22/05
3/22/05
Production Of Units (Via Hardware
Outsource)
90
3/28/05
7/29/05
Advertising Analysis- Open Market
60
6/6/05
8/26/05
Trainer’s Initial Training
15
7/4/05
7/22/05
Product Reaches General Public
1
8/31/05
8/31/05
Tasks
CS 410 (Milestones)
35
Project Calendar
The
MatchMaker
11/12/03
CS 410 (Milestones)
36
What’s After Production

New Customers To Target


Other Cruise Lines
General Public

The
MatchMaker

Summer, 2005
Production Out Years

Dependant on Market Saturation Point


11/12/03
Cruise Lines: 2 years after production starts
(2007)
General Public: 4 years after Production (2009)
CS 410 (Milestones)
37
Evaluation Plan

Project Assessment



Testing Review (Hardware and
Software)

The
MatchMaker

End of Each Phase
Success/ Failure, and Timeliness
End of Phases 2
Market Analysis


11/12/03
Phase 2 & 3: Contract Analysis (Cruise
Lines)
End of Phase 3: Target Advertising
Analysis
 Can Product can be sold to public?
CS 410 (Milestones)
38
Funding Plan

Based on…


Staff Salaries
SBIR Funding

The

MatchMaker


11/12/03
(Phases 1 & 2)
Through National
Science Foundation
Required Resources
Time Until Phase
Completion
CS 410 (Milestones)
39
Phase 1 Budget
Phase 1 Budget $100,794.07
The
MatchMaker
Hardware Engineer III
Software Testers
Nicholas Hundstad
Craig Gilkey
Mike Urban
Mike Pereras
Laptops
Development
Workstation
Server (linux)
Bluetooth USB interface
Microsoft Developer Kit
11/12/03
10%
2%
2%0%
29%
2%
1%
12%
7%
12%
12%
CS 410 (Milestones)
11%
40
Phase 1 Budget Items
The
MatchMaker
Phase 1
Hardware Engineer III
Software Testers
Nicholas Hundstad
Craig Gilkey
Mike Urban
Mike Pereras
Laptops
Development
Workstation
Server (linux)
Bluetooth USB interface
Microsoft Developer Kit
1
2
1
1
1
1
1
1
4
1
2
1
$
$
$
$
$
$
$
$
$
$
$
$
4
64,313.00
10,000.00
25,000.00
25,000.00
25,000.00
25,000.00
1,000.00
2,000.00
600.00
2,000.00
24.00
10,000.00
months
$ 90,038.20
$ 20,000.00
$ 35,000.00
$ 35,000.00
$ 35,000.00
$ 35,000.00
$
$
$
$
$
$
$
$
$
$
$
$
30,012.73
6,666.67
11,666.67
11,666.67
11,666.67
11,666.67
1,000.00
2,000.00
2,400.00
2,000.00
48.00
10,000.00
$ 100,794.07
SBIR Funding: $100,000
11/12/03
CS 410 (Milestones)
41
Phase 2 Budget
Mechanical Engineer II
Phase 2 Budget $398,853.60
Hardware Engineer III
Contract Administrator/ Marketing
Consultant
Legal Consultant/ Attorney
Software Testers
Nicholas Hundstad
The
Craig Gilkey
MatchMaker
Mike Urban
1%2%
0%
5%
5%
8%
12%
15%
5%
Mike Pereras
Laptops
Development
5%
13%
5%
3%
Bluetooth Developer Kit
21%
Travel Expenses
Trial Product
11/12/03
CS 410 (Milestones)
42
Phase 2 Budget Items
The
MatchMaker
Contract Administrator/ Marketing Consultant
Legal Consultant/ Attorney
Software Testers
Nicholas Hundstad
Craig Gilkey
Mike Urban
Mike Pereras
Laptops
Development
Bluetooth Developer Kit
Travel Expenses
Trial Product
1
1
2
1
1
1
1
2
2
1
1
300
$
$
$
$
$
$
$
$
$
$
$
59,830.00
92,719.00
10,000.00
25,000.00
25,000.00
25,000.00
25,000.00
1,000.00
2,000.00
10,000.00
$ 83,762.00 $
$ 129,806.60 $
$ 20,000.00 $
$ 35,000.00 $
$ 35,000.00 $
$ 35,000.00 $
$ 35,000.00 $
$
$
$
$
121.00
$
55,841.33
86,537.73
13,333.33
23,333.33
23,333.33
23,333.33
23,333.33
2,000.00
4,000.00
10,000.00
20,000.00
36,300.00
$ 435,153.60
SBIR Funding: $750,000
11/12/03
CS 410 (Milestones)
43
Phase 3 Budget
Phase 3 $240,420.93
Mechanical Engineer II
Hardware Engineer III
Contract Administrator/
Marketing Consultant
Legal Consultant/ Attorney
5%
The
Software Testers
MatchMaker
Maintenance Trainers
5%
5%
11%
5%
12%
Nicholas Hundstad
Craig Gilkey
12%
24%
3%
Mike Urban
18%
Mike Pereras
11/12/03
CS 410 (Milestones)
44
Phase 3 Budget Items
The
MatchMaker
Phase 3
Mechanical Engineer II
Hardware Engineer III
Contract Administrator/ Marketing Consultant
Legal Consultant/ Attorney
Software Testers
Maintenance Trainers
Nicholas Hundstad
Craig Gilkey
Mike Urban
Mike Pereras
1
1
1
1
2
4
1
1
1
1
4
$ 57,624.00
$ 64,313.00
$ 59,830.00
$ 92,719.00
$ 10,000.00
$ 31,604.00
$ 25,000.00
$ 25,000.00
$ 25,000.00
$ 25,000.00
months
$ 80,673.60
$ 90,038.20
$ 83,762.00
$ 129,806.60
$ 20,000.00
$ 176,982.40
$ 35,000.00
$ 35,000.00
$ 35,000.00
$ 35,000.00
$
$
$
$
$
$
$
$
$
$
26,891.20
30,012.73
27,920.67
43,268.87
6,666.67
58,994.13
11,666.67
11,666.67
11,666.67
11,666.67
$ 240,420.93
11/12/03
CS 410 (Milestones)
45
Marketing Plan

Initial Market: Cruise Ships


Carnival: 20 Ships, NCL: 13 Ships
Cruise Line Purchases Units from us


The
MatchMaker
Typical Cost: Cruise + Airfare = $1089.66


Rent them out to customer
Typical Customer spends $230.20 on Drinks, Excursions,
Services
Average number passengers: 2,045

Of which 54% are single



11/12/03
Of those: ~350 with a singles program
Our Estimated Target Use per Cruise: 10 %
Why 10%? Promoted during ticket sale and on ship
CS 410 (Milestones)
46
Non Single
46%
33%
Singles Not With
a Singles
Program
Singles with a
Singles Progam
21%
The
MatchMaker
46%
44%
Other Singles
Non Singles
Singles Using
Device
10%
11/12/03
CS 410 (Milestones)
47
The
MatchMaker
Pr
of
Co
ile
nt
s
a
In ct
fo
rm
S e at
ar ion
ch
Fi
lte
r
Ad
va
nc
ed
se
Ch
ar
at
ch
Se
rv
ice
M
s
ee
ti
n
Pu
bl
Po
ic
rta
bl
e
Pr
ice
d
ile
De
ta
Match.com
eHarmony
ur
es
th
l
M
on
●
Pi
ct
Yahoo! Personals
No
Fr
ee
Se
ar
ch
yF
ee
Competition Matrix
●
●
●*
●
●
●
●
●*
●
●*
●*
●
●
●*
●
●
●
●*
●
Kiss.com
●
Lavalife
●
●
●
●*
●
uDate
●
●
●
●*
●
SMS
●
●
●
●*
●
AmericanSingles
●
●
●
●*
●
Gaydar
●
Lovegety
●
Crusie Ships
The cs410 MatchMaker
●
●
+
● *
+
●
●
●*
●
●
●
~$50
●
●
●
~$21
●
~$1000
~$150
●
●
●
●
●
●
●*
●
●
●
+
●
●
* - Pay for Service
+ - Possible feature
11/12/03
CS 410 (Milestones)
48
Marketing Strategy
Test/ Trial run: 300 units on 1 Ship



Near End of Pre-Production (Phase 2)
Through a Singles Cruise Agency


The
MatchMaker
Exit Survey of Participants
During Cruise Ticket Sale




11/12/03
Large Organized Group
Tack Questionnaire Onto Cruise Line Initial
Customer Information Form
Personal Data Collected for Device
Arrival: Device Preprogrammed with Data
CS 410 (Milestones)
49
Return on Investment
The
MatchMaker
$700,000
$600,000
$500,000
$400,000
$300,000
$200,000
$100,000
$0
Overhead
Profits
Phase 1 Phase 2 Phase 3
11/12/03
1st
2nd
3rd
4th 2nd year 2nd
Quarter Quarter Quarter Quarter
Quarter
CS 410 (Milestones)
50
Profit Analysis

Initial Market Unit Cost:


Production Cost:

The
MatchMaker

(Based on Cost: $770,068.60)
Initial Production:

11/12/03
Profit Per unit:
Number Sold to Meet Cost:


Selling to Singles on Cruise:
$209.95
$225.95
$121.35
$88.60
8,686 Units
10,000 Units
Future Production:
Initial Market Analysis + Test Surveys
CS 410 (Milestones)
51
Incentive for Cruise Ship to Buy

Cruise Line Buys (1) Unit: $209.95


Rents to Each Customer: $25
Unit is Paid for in 10 Months (10 uses)

PROFIT for the Cruise Line from that point on
The
Cost vs Profit: Cruise Ships
MatchMaker
$350
$300
$250
$200
Cost
Profit
$150
$100
$50
$0
Jan
11/12/03
Feb
Mar
Apr
May
Jun
Jul
CS 410 (Milestones)
Aug
Sep
Oct
Nov
Dec
52
Secondary Markets

General Single Population


The
34.7 million singles between the ages of 20
and 44
Release: August 2005

MatchMaker

Advertising Analysis: Phase 2 & 3
Bluetooth Devices

11/12/03
Download MatchMaker program onto a
PDA, Cell phone or other Bluetooth
enabled device
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Contract Aspects

Contractual Agreement



The
MatchMaker

FCC compliance


Will sell x devices to Cruise Line companies
Will offer a 90-day manufacturer’s warranty
Disclaimer
Will apply during Phase I testing
Manufacturer’s Contract

11/12/03
Contract for mass-production in Phase II
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Product Disclaimer



The
MatchMaker


Will not guarantee successful relationships
Will not guarantee honest compatibility data
transmission
Will not prevent “stalking”
Will not give pick-up lines
Will not replace device if improperly handled
(i.e. abuse, negligence, mishandle, misuse)
11/12/03
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Risks
Societal



The

MatchMaker
Financial



11/12/03
Fear that it could be used as a
prostitution tool (WiredNews, 2003)
Stalkers
‘Star Trek Convention’ Effect
Lack of Interest on the Part of Cruise
Lines
No Secondary Market (Joe Public)
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Risks
Managerial Risks


Technical Risks

The

MatchMaker
Bluetooth technology
Schedule Risks



11/12/03
Few breaks in schedule
FCC Approval is Delayed (red tape)
Unforeseen Production Delays
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57
Conclusion

The MatchMaker Project




The
MatchMaker


11/12/03
On Schedule
Staff is Available
Meets SBIR Funding Request
Can reach Production in 20 months time
Budget
Market is ripe for the picking
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58
Any Questions?

Thank you for your time!
The
MatchMaker
11/12/03
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