CS 410
The MatchMaker Project
The
MatchMaker
SBIR Approval Presentation
08Dec03
Presented by Craig Gilkey, Nick
Hundstad, & Michael Urban
http:www.cs.odu.edu/~mpereras/CS410web.html
08 December 2003
CS 410 (SBIR Approval)
1
The Single’s Dilemma
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
2
Problem Statement


The
MatchMaker
08 December 2003
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 (SBIR Approval)
3
Social Gatherings for Singles



Bars and Clubs
Cruises and Resorts
Group Oriented Social Activities

The
Ex. Masons, Christian Singles Groups,
Jaycees
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
4
Characteristics of the Problem

Need for
Rapid Communication
 Compatibility Matching

The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
5
Rapid Communication

Single at a bar/social gathering:


The
MatchMaker

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)
08 December 2003
CS 410 (SBIR Approval)
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)
08 December 2003
CS 410 (SBIR Approval)
Monica Godfrey and Andrew Lehrer
met online. (Photo: CBS)
7
Need for Compatibility: U.S. Census
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
8
Singles on Cruise Ships


The
MatchMaker

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
08 December 2003
CS 410 (SBIR Approval)
9
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
08 December 2003
Pic of the Americana
Lounge on The Carnival
CS 410 (SBIR Approval)
Sensation
(Carnival, 2003)
10
The Bottom Line

The
MatchMaker
At social gatherings, singles
need a compatibility based
dating service that utilizes both
portability and fast
communication
08 December 2003
CS 410 (SBIR Approval)
11
Our Societal Goal

The
MatchMaker
The MatchMaker Project intends to
create more compatible
relationships between singles by
incorporating portability and fast
data transfer into a dating service.
08 December 2003
CS 410 (SBIR Approval)
12
Our Product Goal

Design a handheld Bluetooth™ device capable
of meeting the societal goals


The

MatchMaker

Initial Market: Cruise Lines, NCL and Carnival


Others with Similar interest via Rapid Communication
and Portability
Cheaper than current solutions
Does not require Cell Phone Towers
By January 2005 (before Spring Break)
Future Market: General Public

08 December 2003
By August 2005
CS 410 (SBIR Approval)
13
The MatchMaker will have the
look and feel of a cell phone
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
14
Range of Bluetooth
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
15
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
16
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
17
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
18
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
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
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
08 December 2003
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 (SBIR Approval)
20
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
21
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
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
08 December 2003
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 (SBIR Approval)
22
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
23
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
24
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
08 December 2003
CS 410 (SBIR Approval)
25
Proof of Concept– Phase 1

Test 1


The
MatchMaker
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
08 December 2003
CS 410 (SBIR Approval)
26
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
27
Test 3

Test functionality when 9 MatchMakers
come in contact with each other at once
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
28
Innovation

The
Although compatibility matching has
already been implemented, the
portability is a new solution to the realtime dating issue
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
29
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

[End of Production… August 2005]
08 December 2003
CS 410 (SBIR Approval)
30
Funding Plan

Based on…


Staff Salaries
SBIR Funding

The

MatchMaker


(Phases 1 & 2)
Through National
Science Foundation
Required Resources
Time Until Phase
Completion
08 December 2003
CS 410 (SBIR Approval)
31
Phase 0 Project Staff
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
32
Phase 0 Personnel

MatchMaker Research Team (MMR)

Project Manager


The
R&D Manager

MatchMaker

Prototype Development and Engineering Staff
Marketing Manager


Overall Planning and Operations
Beta Test (Phase 2), Cruise Line Relations
Web Designer/Legal Consultant

Contractual Analysis and Web Site
08 December 2003
CS 410 (SBIR Approval)
33
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
08 December 2003
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 (SBIR Approval)
34
Phase 1 Project Staff
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
35
Phase 1 Personnel

MatchMaker Future Development Team
(MMFD)

CpE (Hardware Programming Engineer)

The
MatchMaker

Prototype hardware programming
Software Testers (2)



College Students
Low-end Software Testing (Phase 1 & 2)
General Office Work
08 December 2003
CS 410 (SBIR Approval)
36
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
08 December 2003
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
37
Tasks
SBIR
Presentation
CS 410 (SBIR
Approval)
1
Phase 1 Budget
Phase 1 Budget $99,927.40
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
08 December 2003
10%
2%
2%0%
29%
2%
1%
12%
7%
12%
12%
CS 410 (SBIR Approval)
11%
38
Phase 1 Budget Items
Phase 1 - 4 Months
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
Units
1
2
1
1
1
1
2
1
4
1
2
1
Salaries/ Cost
$
$
$
$
$
$
$
$
$
$
$
$
4
64,313.00
10,000.00
24,000.00
24,000.00
24,000.00
24,000.00
1,000.00
2,000.00
600.00
2,000.00
24.00
10,000.00
With Benefits
$
$
$
$
$
$
90,038.20
20,000.00
33,600.00
33,600.00
33,600.00
33,600.00
Total for Time
$
$
$
$
$
$
$
$
$
$
$
$
30,012.73
6,666.67
11,200.00
11,200.00
11,200.00
11,200.00
2,000.00
2,000.00
2,400.00
2,000.00
48.00
10,000.00
$
99,927.40
SBIR Funding Request : $99,927.40 ($100,000)
08 December 2003
CS 410 (SBIR Approval)
39
Phase 2 Project Staff
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
40
Phase 2 Personnel

Expanded MMFD (Phase 2)

Mechanical Engineer


The
MatchMaker
Marketing/Cruise Consultant


Physical Device Design, Shock Testing
Sales Contract, Marketing, Beta Test
Legal Consultant

FCC Compliance, Contracts
08 December 2003
CS 410 (SBIR Approval)
41
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-Site Testing
08 December 2003
CS 410 (SBIR Approval)
42
Phase 2 Budget
Mechanical Engineer II
Phase 2 Budget $413,270.27
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%
21%
Bluetooth Developer Kit
Travel Expenses
Trial Product
08 December 2003
CS 410 (SBIR Approval)
43
Phase 2 Budget Items
Phase 2 - 8 Months
The
MatchMaker
Units
Salaries/ Cost
Mechanical Engineer II
1
$
Hardware Engineer III
1
$
Contract Administrator/ Marketing Consultant
1
$
Legal Consultant/ Attorney
1
$
Software Testers
2
$
Nicholas Hundstad
1
$
Craig Gilkey
1
$
Mike Urban
1
$
Mike Pereras
1
$
Laptops
2
$
Development
2
$
Bluetooth Developer Kit
1
$
Travel Expenses
1
$
Trail Product
150
$
8
57,624.00
64,313.00
59,830.00
92,719.00
10,000.00
24,000.00
24,000.00
24,000.00
24,000.00
1,000.00
2,000.00
10,000.00
20,000.00
121.00
With Benefits
$
$
$
$
$
$
$
$
$
80,673.60
90,038.20
83,762.00
129,806.60
20,000.00
33,600.00
33,600.00
33,600.00
33,600.00
Total for Time
$
$
$
$
$
$
$
$
$
$
$
$
$
$
53,782.40
60,025.47
55,841.33
86,537.73
13,333.33
22,400.00
22,400.00
22,400.00
22,400.00
2,000.00
4,000.00
10,000.00
20,000.00
18,150.00
$ 413,270.27
SBIR Funding: $413,270.27 ($750,000)
08 December 2003
CS 410 (SBIR Approval)
44
Phase 3 Project Staff
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
45
Phase 3 Personnel

Extended MMFD (Phase 3)

Maintenance Technicians

The
Train other technicians that the Cruise Lines
provide

MatchMaker


Sanitation
Basic Repair
HW Outsource: EIMO
08 December 2003
CS 410 (SBIR Approval)
46
Phase 3: Outsourcing Contract
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
47
Why We Chose EIMO

Injection Molding Facilities



The
MatchMaker

Avoidance of Overseas Tariffs, Shipping


Rapid Prototyping Facilities (in U.S.)
State-of-art Robotics (Staubli TM)
Bluetooth Capable
+$8.85 apiece, +~6 months deliver time
Cost per Unit (includes shipping and
packaging costs): $13.25
 Final cost 1st 10,000 units:$132,500.00
08 December 2003
CS 410 (SBIR Approval)
48
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
08 December 2003
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 (SBIR Approval)
49
Phase 3 Budget
Mechanical Engineer II
3%
Phase 3 $1,453,920.93
0%
4%
Hardware Engineer III
1%
Contract Administrator/
Marketing Consultant
Legal Consultant/ Attorney
1%
2% 2% 2%
1%
Software Testers
The
MatchMaker
1%
Maintenance Trainers
Nicholas Hundstad
Craig Gilkey
Mike Urban
83%
Mike Pereras
Initial Product Batch
08 December 2003
CS 410 (SBIR Approval)
50
Phase 3 Budget Items
Phase 3 - 4 months
The
MatchMaker
Units
Salaries/ Cost
Mechanical Engineer II
1
$
Hardware Engineer III
1
$
Contract Administrator/ Marketing Consultant
1
$
Legal Consultant/ Attorney
1
$
Software Testers
2
$
Maintenance Trainers
4
$
Nicholas Hundstad
1
$
Craig Gilkey
1
$
Mike Urban
1
$
Mike Pereras
1
$
Initial Product Batch
10000 $
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
121.35
With Benefits
$
$
$
$
$
$
$
$
$
$
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
Total for Time
$
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
$ 1,213,500.00
$ 1,453,920.93
08 December 2003
CS 410 (SBIR Approval)
51
Project Calendar
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
52
Project Calendar
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
53
Project Calendar
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
54
Project Calendar
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
55
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


Cruise Lines: 2 years after production starts
(2007)
General Public: 4 years after Production (2009)
08 December 2003
CS 410 (SBIR Approval)
56
Evaluation Plan
Project Assessment
Success/Failure, and Timeliness

Milestones


The
Compatibility Software
Prototype Design

MatchMaker



Hardware Testing
Shock Testing
Range of Bluetooth
Contractual Aspect


Cruise Line
Outsourcing
08 December 2003
CS 410 (SBIR Approval)
57
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



Of those: ~350 with a singles program
Our Estimated Target Use per Cruise: 10 %
Why 10%? Promoted during ticket sale and on ship
08 December 2003
CS 410 (SBIR Approval)
58
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%
08 December 2003
CS 410 (SBIR Approval)
59
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
08 December 2003
CS 410 (SBIR Approval)
60
Marketing Test
Test/ Trial run: 300 units on 1 Ship



Near End of Pre-Production (Phase 2)
Through a Singles Cruise Agency

The
MatchMaker


Large Organized Group
Exit Survey of Participants
Internal Data Collection
08 December 2003
CS 410 (SBIR Approval)
61
Market Sale

During Cruise Ticket Sale



The
MatchMaker

Tack Questionnaire Onto Cruise Line Initial
Customer Information Form
Personal Data Collected for Device
Arrival: Device Preprogrammed with Data
Onboard


Have the opportunity for passengers to rent a
device for the duration
Device will be available for exiting/ personal sale
to passengers
08 December 2003
CS 410 (SBIR Approval)
62
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
08 December 2003
1st
2nd
3rd
4th 2nd year 2nd
Quarter Quarter Quarter Quarter
Quarter
CS 410 (SBIR Approval)
63
Profit Analysis

Initial Market Unit Cost:


Production Cost:

The
MatchMaker

Profit Per unit:
Number Sold to Meet Cost:


Selling to Singles on Cruise:
(Based on Cost: $770,068.60)
Initial Production:

08 December 2003
$209.95
$225.95
$121.35
$88.60
8,686 Units
10,000 Units
Future Production:
Initial Market Analysis + Test Surveys
CS 410 (SBIR Approval)
64
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)

The
MatchMaker

PROFIT for the Cruise Line from that point on
Increased renown of Cruise Line
Costs vs Profit: Cruise Ships
$350
$300
$250
$200
Costs
Profit
$150
$100
$50
$0
Jan
08 December 2003
Feb
Mar
Apr
May
Jun
Jul
CS 410 (SBIR Approval)
Aug
Sep
Oct
Nov
Dec
65
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

Download MatchMaker program onto a
PDA, Cell phone or other Bluetooth
enabled device
08 December 2003
CS 410 (SBIR Approval)
66
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

Contract for mass-production in Phase II
08 December 2003
CS 410 (SBIR Approval)
67
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)
08 December 2003
CS 410 (SBIR Approval)
68
Risks
Societal



The

MatchMaker

08 December 2003
Acceptance as a solution
‘Star Trek Convention’ Effect
Fear that it could be used as a
prostitution tool (WiredNews,
2003)
Stalkers
CS 410 (SBIR Approval)
69
Risks
Financial



The
Failure to achieve financial backing
for Phase 3
Cost of components
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
70
Risks
Technical Risks


Managerial Risks

The

MatchMaker
Few breaks in schedule
Schedule Risks



08 December 2003
Hardware Failure
FCC Approval is Delayed (red tape)
Unforeseen Production Delays
CS 410 (SBIR Approval)
71
Why Continue Into CS 411?

All Materials are COTS Products



The
MatchMaker

Similar BlueTooth Cell Phone Products



Incl. BlueTooth chip, Wiring, LCD Screen
All tested at source
Competitive Prices (for 2 models)
~1,500 LOC for Java Applet in Sony Ericcson
model (Ewired, 2003)
With Testing: 2-3 months programming
Device not restricted to particular geography
08 December 2003
CS 410 (SBIR Approval)
72
Why Chose OUR SBIR Project?

Plan is WITHIN requested SBIR Funding


The
MatchMaker
Phase 2 Request: Savings of $318,579.73
Outsourcing Hardware (EIMO): in U.S.

Guaranteed Portion of Sales and Salaries to
U.S. Interests: ~54% (Hallman, Vicksburg
EIMO Plant, 2003)
08 December 2003
CS 410 (SBIR Approval)
73
Conclusion

The MatchMaker Project



The
MatchMaker



08 December 2003
On Schedule
Staff is Available
Meets SBIR Funding Request
Can reach Production in 20 months time
Budget
Market is ripe for the picking
CS 410 (SBIR Approval)
74
Any Questions?

Thank you for your time!
The
MatchMaker
08 December 2003
CS 410 (SBIR Approval)
75
Current Transmission Solutions

The
MatchMaker
1) Require Cell phone towers
 SMS Text and Pic messages
 SMS.ac has relationships with
over 400 operators/mobile
networks worldwide (SMS, 2003)
 Requires existing phones like
Sprint Sanyo 6100 pic phone


Price: $200 (FCPG, 2003)
(Dateline, 2003)
*SMS = Standard Message Service
08 December 2003
CS 410 (SBIR Approval)
76
Current Transmission Solutions

The
MatchMaker
2)Use Bluetooth, but Individual
Phones are Too Costly
 Sprint PCS Treo 660
 The cost without a contract
is $599 USD (Handspring
/Palm, 2003)
Sprint Sanyo 6100 pic
phone
08 December 2003
CS 410 (SBIR Approval)
77
Cell Phone Use Underway?

‘Normal’ Systems: Like Sprint PCS(?)


The
MatchMaker
No transmission towers on Cruise Liners
Satellite Phone Relay only (Travelocity,
Carnival 2003)
08 December 2003
CS 410 (SBIR Approval)
78
Blue Tooth Capabilities

Focus of Use: Inside Large Rooms



The
MatchMaker

10 meters range
Numerous Large Spaces on board
“Unable to penetrate masonry walls”
(Bruzzese ,2003)
Room to Room SMART Access Points?


Bluetooth Compliant Server (Linux Op Sys)
(1)Red-M's 1050AP smart access point: $495
08 December 2003
CS 410 (SBIR Approval)
79