Automated
Service Kiosk
Grant Approval
CS 410
Fall 2005
Presented by:
Mylène Cover
Keegan Morrison
12 December 2005
12 December 2005
CS 410 Red Group - A.S.K.
1
Team Organization
Janet Brunelle
General Manager
Mylène Cover
Project Manager
Enrique Polanco
Research and Marketing
Specialist
12 December 2005
Keegan Morrison
Hardware Specialist
Web Master
Scott Washburn
SBIR and Software
Specialist
CS 410 Red Group - A.S.K.
Jared Miller
Finance Specialist
Web Master
2
Outline
 Background
 Societal
Enhancements
 Project Plans
 Project Scheduling Requirements
 Project Budget
12 December 2005
CS 410 Red Group - A.S.K.
3
Societal Problem Defined
Poor customer service in retail is
a cause for low customer
retention.
12 December 2005
CS 410 Red Group - A.S.K.
4
Shopping Experience
12 December 2005
CS 410 Red Group - A.S.K.
5
Did you know…?
Poor customer service is on the
top five list of reasons why
businesses fail.
- Center for Entrepreneurship
12 December 2005
CS 410 Red Group - A.S.K.
6
Belmont University: Center for Entrepeneurship 09/22/2005 [http://forum.belmont.edu/cornwall/archives/003452.html ]
Why do customers leave?
12 December 2005
CS 410 Red Group - A.S.K.
CRMGURU.com [http://www.rightnow.com/resource/RN_LoyaltyCRMGuru.html]
7
Customer Facts
After a particularly bad experience with a service
provider/customer service representative, these
customers:
Give feedback
4
Complain to family
and friends
75
Take business
elsewhere
85
0
20
40
60
80
100
Customer Percentage
12 December 2005
CS 410 Red Group - A.S.K.
ITESGrads [http://www.bpoindia.org/research/customer-retention.shtml]
2004 Customer Service Survey Results [http://www.amdocs.com/documents/survey-results.html]
8
Problem Characteristics



Customers leave when they cannot find items
 Rearranged/sale item location
 Confusion
 Lack of information
 Unaware of all of their options
 Product availability
Not all associates are domain experts
Associates difficult to find quickly
12 December 2005
CS 410 Red Group - A.S.K.
9
Keep your customers!




12 December 2005
Repeat customers spend 33% more
than new customers*
It costs 6% more to sell to a
prospective customer than to an
existing customer*
Referrals among repeat customers
are 107% greater than new
customers*
Customers are 50% more likely to be
influenced by word-of-mouth as
opposed to ads**
CS 410 Red Group - A.S.K.
*Stylus Systems, Inc. [http://www.outsource2india.com/services/customer_interaction_services.asp]
**Strategiy.com [http://www.strategiy.com/feature.asp?id=20051003030433]
10
Proposed Solution
Defined/Goal
Provide an in-store
customer service
terminal that will
serve as an
alternative source of
knowledge and help
for consumers.
12 December 2005
CS 410 Red Group - A.S.K.
11
Project Research Objectives
 Design
a friendly customer interface
 Produce interface with inventory
database
 Design and organize queries to
databases for product comparisons
and search analyses
 Create ability to notify customer of
sales/coupons
12 December 2005
CS 410 Red Group - A.S.K.
12
Solution Characteristics

Display all available items at specific store








Notify of stock availability
Produce a map of inventory general location
Compare products
Explain key terms/in depth or quick overview of product
description
Analyze queries and hits/misses
Notify of sales/availability of coupons
Give customers an outlet for voicing in-store experiences
Provide option to queue up for additional assistance from
associate
12 December 2005
CS 410 Red Group - A.S.K.
13
A.S.K. System
12 December 2005
CS 410 Red Group - A.S.K.
14
Technical Components

Touch screen monitor

ASK software



12 December 2005
Thin clients
Inventory database interface
Internal database

Network connection

Server
CS 410 Red Group - A.S.K.
15
Scope
12 December 2005
CS 410 Red Group - A.S.K.
16
A.S.K. Database Overview
12 December 2005
CS 410 Red Group - A.S.K.
17
Process Flow
Customer Shopping for Camera
Help is limited due to poor service
Customer Approaches A.S.K.
Main Menu
Locate
Compare
Find Discount
Customer Compares two cameras
A.S.K. Informs Customer
12 December 2005
CS 410 Red Group - A.S.K.
18
GUI View
12 December 2005
CS 410 Red Group - A.S.K.
19
GUI View
Product Specifications
12 December 2005
CS 410 Red Group - A.S.K.
20
GUI View
Product Comparison
12 December 2005
CS 410 Red Group - A.S.K.
21
GUI View
Locating a Product
12 December 2005
CS 410 Red Group - A.S.K.
22
GUI View
Find Great Deals
12 December 2005
CS 410 Red Group - A.S.K.
23
GUI View
Help! FAQ’s
12 December 2005
CS 410 Red Group - A.S.K.
24
ASK Prototype

The A.S.K. system can be prototyped
during phase 1 of the SBIR process.
This prototype will be a lab prototype
to prove the concept of the system.
12 December 2005
CS 410 Red Group - A.S.K.
25
ASK Prototype (Required)

Laptops

ASK simplified software



Clients GUI
Inventory database interface
Internal database

Network connection

Simplified Server
12 December 2005
CS 410 Red Group - A.S.K.
26
ASK Prototype (Diagram)
12 December 2005
CS 410 Red Group - A.S.K.
27
A.S.K. will not…
 Replace
associates
 Collect personal information from the
shopper
 Act as a point-of-sale device
 Have autonomous inventory updates
12 December 2005
CS 410 Red Group - A.S.K.
28
Benefits to Retail


15% to 20% average increase in sales
Improve customer experience








Help is there when needed
Provide efficient help alternative
Decreased wait time
Improved response time
Immediate gratification
Better inform customers of products available
Analyze the inquiry process
Keep customers, increase sales, succeed!

Increased customer satisfaction = increased sales
12 December 2005
CS 410 Red Group - A.S.K.
Kiosk Market Sales [http://www.kioskmarketplace.com/news_story.htm?i=22182]
Inter-media Kiosks [http://www.intermediakiosks.com/news/03-09-26_pressrelease.html]
29
Societal Importance

Consumers increasingly using:






ATMs
Websites
Self-help Kiosks
New technology, low cost
Competition is technology and customer
driven
Customers expect the newest and most
effective tools
12 December 2005
CS 410 Red Group - A.S.K.
30
Scientific Merit & Technical
Innovations

Airlines – 1st to implement kiosks


Declining sales – need to bounce back
Good and bad of technology



Kiosk market booming:



Customers are happier
Customers expect similar, efficient technology in all aspects
of their lives
Sales
Budget
Stores advised to target multi-channel consumers
12 December 2005
CS 410 Red Group - A.S.K.
31
Customer-Operated Kiosk
Market Data
12 December 2005
CS 410 Red Group - A.S.K.
JBS Interactive [http://www.jbsinteractive.com/opportunities.html]
32
Risks
#
1
Risk
2
Real-time lookup speed
3
Server load
4
5
6
Unforeseen testing expenses
7
8
9
10
Inaccurate retrieved data
Complexity of maintenance
Competition meets needs
Customer acceptance
Likelihood
Database availability/integration
4
9
1
5
3
8
10
Network downtime
2
6
7
Consequence
Power outages
12 December 2005
CS 410 Red Group - A.S.K.
33
Risk Management Plan
Overview
1.
Major Risk: Database availability/integration
•
Mitigation: Effective interface & provision of alternate
database if needed
2.
Major Risk: Real-time lookup speed
•
Mitigation: Increased bandwidth, tuned database
3.
Major Risk: Server load
•
Mitigation: Backup server
12 December 2005
CS 410 Red Group - A.S.K.
34
Management Plan

Information on:







Corporate Organization
Program Team Organization With Areas of Responsibility
Work Breakdown Structure
Program Planning
Progress Reporting and Team Management
Detailed Program Schedule and Milestones
Guidance for :




Risk Management
Financial
Evaluation
Development
12 December 2005
CS 410 Red Group - A.S.K.
35
Evaluation Plan
Phase 0
Phase 1
Phase 2
Phase 3
Evaluation Checklist
(Phase 0, 1, 2 or 3)
Technical
Factor
Personnel
Factor
Marketing
Factor
Administrativ
e Factor
Financial
Factor
12 December 2005
CS 410 Red Group - A.S.K.
36
Evaluation Plan
Technical Factor

Software:


Managed and evaluated under the Capability Maturity Model Integration
Testing performed:



Hardware:

Stress testing



Whenever new features are added to ensure functionality
Integration testing will be performed at every level of development
Ensure that everything remains in working order under a heavy load
Network infrastructure tested to determine bandwidth sufficiency
System:

Tested to ensure:


12 December 2005
Software and hardware components work together seamlessly to provide a
quality product
Rigorous in-house testing will be performed on a regular basis
CS 410 Red Group - A.S.K.
37
Evaluation Plan
Beta Testing

The following will be tested:




Product’s functionality
Product’s user-friendliness
User documentation
Each beta tester will receive the following:






Basic instructions
User Manual (in the form of the terminal’s online help system)
Sample walk-throughs of the product
Will include troubleshooting instructions
Designed in a user-friendly format
Feedback and Comment Form (in return for coupons, for example)
12 December 2005
CS 410 Red Group - A.S.K.
38
Evaluation Plan
Acceptance Criteria

75% of beta testing polls must react positively for the product to be
considered a success

Success is when the following are obtained:





Functional prototype software
Functional prototype hardware
Functional integration of hardware and software
Technical documentation for software and hardware
Secured SBIR grant for Phase II
12 December 2005
CS 410 Red Group - A.S.K.
39
Ideal Customer
 Store
that:
 Products
available:
 High-end
products
 Products that require explanations/help
during purchase
 Has
a large but declining customer base
 Has a problem with customer service
12 December 2005
CS 410 Red Group - A.S.K.
40
Market Share Comparison
500
450
400
350
300
250
200
150
100
50
0
12 December 2005
469
Best Buy
Circuit City
Office Max
173
70.9
2004 Yearly Income (in Millions)
CS 410 Red Group - A.S.K.
41
Best Buy Customer Service


Rating on resellerrating.com:
 2.04/10
Customer Testimonials:


12 December 2005
“Their customer service policy is
a joke. “
“The management treated me as
if I was a common criminal and
made me pay a 15% restock fee
even though I was exchanging
an item for something else. I
returned every thing I purchased
with the order and canceled my
best buy credit card. ”
CS 410 Red Group - A.S.K.
Reseller Rating [http://www.resellerratings.com/seller1823.html]
42
Our Customer

Primary Target Market


BestBuy
Why Best Buy?

Many stores





21 in Virginia
830 US & Canada
109,000 employees
$469 million – 2004 Yearly Income
Poor customer service
12 December 2005
CS 410 Red Group - A.S.K.
43
Marketing Plan

Initial Research







Poor customer service leads to reduced business
Initial Target Market: Best Buy
Secondary Target Market: Office Max
Preliminary Marketing Strategy
Headquarters
Kiosk Placement
Promotion


Marketing reps
Trial periods
12 December 2005
CS 410 Red Group - A.S.K.
44
Marketing Strategy
Phase 3: Year 1
Independence Blvd Best Buy
12 December 2005
CS 410 Red Group - A.S.K.
45
Marketing Strategy
Phase 3: Year 2
VA Best Buys
12 December 2005
CS 410 Red Group - A.S.K.
46
Marketing Strategy
Phase 3: Year 3
USA Best Buys
12 December 2005
CS 410 Red Group - A.S.K.
47
Marketing Strategy
Phase 3: Year 4+
USA & Canada Best Buys
12 December 2005
CS 410 Red Group - A.S.K.
48
Oh, really?

Best Buy’s Vision
Statement:
“Best Buy meets its customers
at the intersection of
technology and life.”

Best Buy’s Mission
Statement:
“We improve people’s lives by
making technology and
entertainment products
affordable and easy to use.”
12 December 2005
CS 410 Red Group - A.S.K.
49
Kiosk Sales Increase

Average of 15% - 20% increase in sales from
customer-operated kiosks
100
93.80
80
60
70.04
Best Buy
40
20
0
15%
20%
Projected Increase in Sales (In Millions)
12 December 2005
CS 410 Red Group - A.S.K.
50
Best Buy ROI
Best Buy Projected Increase in Sales
from A.S.K.
Sales (in millions)
100
50
0
1
2
3
4
5
6
-50
Years
12 December 2005
CS 410 Red Group - A.S.K.
51
Competition Matrix
12 December 2005
CS 410 Red Group - A.S.K.
52
Funding Plan

Funding Agency: National Science Foundation SBIR





Division: Division of Design, Manufacture, and Industrial
Innovation
Topic: Information-Based Technologies (IT)
Subtopic: Human Computer Interaction
Area: Commercial Customer Assistance Tools
Awards (maximum):





Phase 1 - $100K
Phase 2 - $750K
Deadline: December 12, 2005
Small Business Loan (Additional costs)
Preliminary Contract from Best Buy / Other Customer
12 December 2005
CS 410 Red Group - A.S.K.
53
Monetary Feasibility
Cost per Unit to Customer
Cost: $50,000
Terminals (5)
Server
Networking
Components
12 December 2005
Software
CS 410 Red Group - A.S.K.
+ $1,500 per
additional
terminal
54
Staffing/Organizational Plan
Phase 0
Management Structure
Janet Brunelle
General Manager
Mylène Cover
Project Manager
Enrique Polanco
Research and Marketing
Specialist
Keegan Morrison
Hardware Specialist
Web Master
Scott Washburn
SBIR & Software
Specialist
Professor Dennis Ray
CS Department
Old Dominion
University
Dr. Larry Filer
ODU Business Department
Marketing Expert
12 December 2005
Jared Miller
Finance Specialist
Web Master
CS 410 Red Group - A.S.K.
55
Staffing/Organizational Plan
Phase 1
Management Structure
Janet Brunelle
General Manager 1
Mylène Cover
Junior Project Manager
Junior Software Engineer
Enrique Polanco
Junior Software Engineer
Research & Marketing
12 December 2005
Keegan Morrison
Senior Software Engineer
Web Master
Hardware Specialist
Scott Washburn
Junior Database Specialist
Software/SBIR Specialist
CS 410 Red Group - A.S.K.
Jared Miller
Junior GUI Programmer
Web Master
Finance Specialist
56
Staffing/Organizational Plan
Phase 2
Management Structure
Janet Brunelle
General Manager
Mylène Cover
Project Manager
Enrique Polanco
Software Engineer
Software Engineer X 2
Keegan Morrison
Software Engineer
Senior Software
Engineer
12 December 2005
Scott Washburn
Database Specialist
Technical Writer X 2
CS 410 Red Group - A.S.K.
Jared Miller
GUI Programmer
Quality Assurance
Manager
Marketing Manager
GUI Programmer
57
Staffing/Organizational Plan
Phase 3
Management Structure
Janet Brunelle
General Manager
Mylène Cover
Human Resources
Manager
Jared Miller
Customer Service
Manager
Keegan Morrison
Technical Support
Manager
Customer Service
Representative X 10
12 December 2005
Scott Washburn
Production Manager
Technical Support
X 10
CS 410 Red Group - A.S.K.
Enrique Polanco
Marketing Specialist
Production Staff
X5
Legal Specialist
58
Deliverables
Phase 0
 Feasibility
Presentation
 Milestone Presentation
 Final Presentation
 SBIR Grant Proposal
 Project Website
12 December 2005
CS 410 Red Group - A.S.K.
59
Milestones & Scheduling
Phase 0
Aug 2005
ID
Task Name
Start
Finish
7/31
1
ASK Automated Service Kiosk
2
8/25/2005
12/12/2005
78d
ASK.0 Conception
8/29/2005
12/8/2005
74d
3
ASK.0.1 Develop Project Team
8/29/2005
9/1/2005
4d
4
ASK.0.2 Define Project
9/1/2005
9/23/2005
17d
5
ASK.0.3 Planning
9/23/2005
11/1/2005
28d
6
ASK.0.4 Initial Research
9/15/2005 11/21/2005
7
ASK.0.5 Feasibility Presentation
10/24/2005 11/2/2005
8
ASK.0.6 Plan Phases
11/1/2005 12/12/2005
30d
9
ASK.0.7 Documentation
11/11/2005 11/21/2005
7d
10
ASK.0.8 Milestone Presentation
11/15/2005 11/16/2005
2d
12 December 2005
Sep 2005
Oct 2005
Nov 2005
Dec 2005
Duration
8/7
8/14
8/21
8/28
9/4
9/11
9/18
9/25
10/2
10/9 10/16 10/23 10/30 11/6 11/13 11/20 11/27 12/4 12/11 12/18 12/25
48d
8d
CS 410 Red Group - A.S.K.
60
Deliverables
Phase 1


Assemble Team
Papers










Creative Writing Paper
Descriptive Writing Paper
Technical Supports Paper
Budget White Paper
User Manual
Prototype Design
Market Research
Project Website
Lab Prototype
SBIR Proposal (Phase II)
12 December 2005
CS 410 Red Group - A.S.K.
61
Milestones & Scheduling
Phase 1
Dec 2005
ID
Task Name
Start
Finish
12/18 12/25
1
ASK.1.0 Start Phase 1
12/13/2005
12/13/2005
1d
2
ASK.1.1 Phase1
12/13/2005
5/4/2006
103d
3
ASK.1.1.1 Develop Project Team
12/16/2005
12/19/2005
2d
4
ASK.1.1.2 Planning
12/26/2005
2/7/2006
32d
5
ASK.1.1.3 Requirements
1/2/2006
3/1/2006
43d
6
ASK.1.1.4 Setup
3/1/2006
4/4/2006
25d
7
ASK.1.1.5 Design
3/21/2006
4/11/2006
16d
8
ASK.1.1.6 Development
4/3/2006
4/21/2006
15d
9
ASK.1.1.7 Testing
4/24/2006
5/1/2006
6d
10
ASK.1.1.8 Implementation
5/1/2006
5/9/2006
7d
11
ASK.1.1.9 SBIR Phase 2
5/4/2006
5/4/2006
1d
12 December 2005
Jan 2006
Feb 2006
Mar 2006
Apr 2006
Duration
1/1
1/8
CS 410 Red Group - A.S.K.
1/15
1/22
1/29
2/5
2/12
2/19
2/26
3/5
3/12
3/19
3/26
4/2
4/9
4/16
62
4/23
Resource Plan
Phase 1 - Prototype
Resource
Product
Terminal Operating System
Compiler
Mock Records Server
*nix
1
GCC
1
Dell PowerEdge 2850 1
Free
Free
$5,000
Mock Database
MySQL
1
Mock Inventory Database Server Dell PowerEdge 2850 1
Mock Inventory Database
MySQL
1
Free
$5,000
Free
Employee Workstations
Dell Precision 380
5
$7,423
Prototype Terminal Thin Client
Dell Dimension B110
1
$1,200
Prototype Terminal Monitor
Planar PT1500MU
1
$499
Prototype Housing
1
$200
Installation & Extras
-
$1000
Total
12 December 2005
Units Cost
$20,322
CS 410 Red Group - A.S.K.
63
Budget
Phase 1
Project Staffing Requirements (interns)
Title
Needed
Yearly
Salary
Employment
Duration
Cost of
Employment
Junior Project Manager
1
$15,254
103
$6,547
Junior Database Specialist
1
$15,254
28
$1,780
Junior Software Engineer
2
$15,254
69
$8,772
Junior GUI Programmer
1
$15,254
31
$1,970
Senior Software Engineer
1
$45,813
69
$13,171
Overhead – 40%
$12,896
Total Cost
12 December 2005
Salary.com [http://www.salary.com]
$45,136
CS 410 Red Group - A.S.K.
64
Deliverables
Phase 2


Product Design Specifications
Management Plan



Testing & Evaluation Plan
Working Product Model



Personnel Plan
Software
Integration of Hardware
Marketing Plan Contract
12 December 2005
CS 410 Red Group - A.S.K.
65
Milestones & Scheduling
Phase 2
Q2 06
ID
Task Name
Start
Finish
Q3 06
Jun
1
ASK.2 ASK Phase 2
5/10/2006
5/8/2008
522d
2
ASK.2.1 Develop Project Team
5/10/2006
5/30/2006
15d
3
ASK.2.2 Planning
5/23/2006
6/12/2006
15d
4
ASK.2.3 Requirements
6/12/2006
9/13/2006
68d
5
ASK.2.4 Setup
8/16/2006
3/19/2007
154d
6
ASK.2.5 Design
3/13/2007
6/25/2007
75d
7
ASK.2.6 Development
6/26/2007
12/24/2007
130d
8
ASK.2.7 Testing
12/27/2007
2/18/2008
38d
9
ASK.2.8 User Documentation
2/15/2008
4/9/2008
39d
10
ASK.2.9 Implementation
4/9/2008
4/14/2008
4d
11
ASK.2.10 Prototype Developed
5/6/2008
5/8/2008
3d
12 December 2005
Q4 06
Q1 07
Q2 07
Q3 07
Q4 07
Q1 08
Q2 08
Duration
Jul
Aug
Sep
Oct
Nov
Dec
Jan
CS 410 Red Group - A.S.K.
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
66
Apr
Resource Plan
Phase 2 - Product
Resource
Terminal Operating System
Product
*nix
Units Cost
5
Free
Compiler
Database
GCC
MySQL
1
5
Free
Free
Network Switch
Network Integration Materials
ASK Terminal Thin Client
Cisco Catalyst 2950-24
Cables, etc.
Dell Dimension B110
1
1
5
$550
$1,000
$6,000
ASK Terminal Monitor
Planar PT1500MU
5
$2,495
ASK Records Server
Dell PowerEdge 2850
2
$10,000
Employee Workstations
Dell Precision 380
5
$7,423
5
$1,000
ASK Terminal Housing
Beta Testing Costs
Total
$100,000
$128,468
Store Inventory Database Server (if needed) Dell PowerEdge 2850
Store Inventory Database (if needed)
Oracle Enterprise License 1
Total with Optional Database & Server
12 December 2005
1
CS 410 Red Group - A.S.K.
$5,000
$40,000
$174,468
67
Budget
Phase 2
Project Staffing Requirements
Title
Needed
Yearly
Salary
Employment
Duration
Cost of
Employment
Software Engineer
4
$50,162
247
$206,500
Senior Software Engineer
1
$73,533
247
$75,678
Database Analyst/Specialist
1
$95,940
184
$73,554
GUI Programmer
2
$56,743
184
$87,006
Project Manager
1
$84,546
520
$183,183
Technical Writer
2
$39,846
121
$40,178
Quality Assurance Manager
1
$87,423
186
$67,753
Marketing Manager
1
$74,498
298
$92,874
Overhead – 40%
$330,690
Total Cost
12 December 2005
Salary.com [http://www.salary.com]
$1,157,416
CS 410 Red Group - A.S.K.
68
Deliverables
Phase 3
 Maintenance
 Customer
Service
 Technical Support
 Patches/Updates
 Newer Versions
12 December 2005
CS 410 Red Group - A.S.K.
69
Milestones & Scheduling
Phase 3
Q2 08
ID
Task Name
Start
Finish
May
1
ASK.3 Phase 3
5/2/2008
1/5/2010
438d
2
ASK.3.1 Develop Project Team
5/2/2008
5/7/2008
4d
3
ASK.3.2 Prepare Production
5/7/2008
1/5/2010
435d
4
ASK.3.2.1 Manufacture
5/7/2008
1/16/2009
183d
5
ASK.3.2.2 Warehouse
1/16/2009
8/25/2009
158d
6
ASK.3.2.3 Marketing
8/26/2009
12/14/2009
79d
7
ASK.3.2.4 Website
9/2/2009
1/5/2010
90d
12 December 2005
Q3 08
Q4 08
Q1 09
Q2 09
Q3 09
Q4 09
Q1 10
Duration
Jun
Jul
Aug
Sep
Oct
CS 410 Red Group - A.S.K.
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
70
Jan
Resource Plan
Phase 3 - Service
Resource
Terminal Operating System
Product
*nix
Units Cost
10
Free
Compiler
Network Switch
Network Integration Materials
ASK Terminal Thin Client
GCC
Cisco Catalyst 2950-24
Cables, etc.
Dell Dimension B110
1
1
1
5
Free
$550
$1,000
$6,000
ASK Terminal Monitor
Planar PT1500MU
5
$2,495
ASK Records Server
Dell PowerEdge 2850
2
$10,000
5
$1,000
5
$7,423
ASK Terminal Housing
Employee Workstations
Dell Precision 380
Total
12 December 2005
$28,468
CS 410 Red Group - A.S.K.
71
Budget
Phase 3
Project Staffing Requirements
Title
Needed
Yearly
Salary
Employment
Duration
Cost of
Employment
Human Resources Manager
1
$86,539
Annual
$86,539
Customer Service Manager
1
$63,258
Annual
$63,258
Technical Support Manager
1
$89,734
Annual
$ 89,734
Production Manager
1
$61,112
Annual
$61,112
Marketing Specialist
1
$35,357
Annual
$35,357
Legal Specialist
1
$80,668
Annual
$80,668
Production Staff
10
$24,876
Annual
$24,876
Technical Support
10
$47,994
Annual
$47,994
Customer Service Representative
10
$27,804
Annual
$27,804
Overhead – 40%
$569,363.20
Total Cost
12 December 2005
Salary.com [http://www.salary.com]
$1,992,771.20
CS 410 Red Group - A.S.K.
72
Milestones Recap
2005
ID
Task Name
Start
Finish
Q4
1
ASK.0 Phase 0
8/29/2005
12/8/2005
74d
2
ASK.1 Phase1
12/13/2005
5/4/2006
103d
3
ASK.2 Phase 2
5/10/2006
5/8/2008
522d
4
ASK.3 Phase 3
5/2/2008
1/5/2010
438d
12 December 2005
2006
2007
2008
2009
2010
Duration
Q1
Q2
Q3
CS 410 Red Group - A.S.K.
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
73
Q1
Budget & Funding
Recap
Cost
Phase 1 Resources & Staffing
$65,458
Phase 1 Funding
Phase 2 Resources & Staffing
-$100,000
$2,395,884
Phase 2 Funding
Phase 3 Resources & Staffing
Phase 3 Funding
Total Development Cost
-$750,000
$2,021,239
12 December 2005
CS 410 Red Group - A.S.K.
To be determined.
$3,632,581
74
A.S.K. Break-Even Analysis
Break-Even Analysis
Cost per Unit
$20,119
Price per Unit
$50,000
Profit per Unit
$29,881
Units needed for Break-Even
Units sold (weekly)
Break-Even Time
12 December 2005
122
4
31
CS 410 Red Group - A.S.K.
75
Forum/Expert Feedback
 Of
550 people surveyed, 85% would
go to a store if an A.S.K. was available
 Managers at Radio Shack, Best Buy,
and Office Max expressed interest in a
product that would provide the
functionality of A.S.K.
12 December 2005
CS 410 Red Group - A.S.K.
76
Happy Shopper = Profit for Store
12 December 2005
CS 410 Red Group - A.S.K.
77
Conclusion
 Poor
customer service is a problem
 A.S.K. will:
 Improve
customer’s in-store experience
 Help the store better meet customer
needs
12 December 2005
CS 410 Red Group - A.S.K.
78
12 December 2005
CS 410 Red Group - A.S.K.
79
Backup 1:
Reasons Businesses Fail
5. Poor Internal Controls and Execution —
customer service, accounting controls, theft, fraud
4. Poorly Designed Business Model
3. Reliance on Critical Financing that Dries Up
2. Failure to Adapt to a Changing Market
AND THE #1 REASON? Management in Complete
Denial…
12 December 2005
CS 410 Red Group - A.S.K.
80
Belmont University: Center for Entrepreneurship 09/22/2005 [http://forum.belmont.edu/cornwall/archives/003452.html ]
Backup 2:
Kiosk Acceptance
12 December 2005
CS 410 Red Group - A.S.K.
JBS Interactive [http://www.jbsinteractive.com/opportunities.html]
81
Backup 3:
Competition Matrix
Available to Associates
12 December 2005
CS 410 Red Group - A.S.K.
82
Backup 4:
Forum Results


Would you use A.S.K.?
 85% of respondents (n = 550) said YES
Respondent Testimonials
 “ You could change the way stores work forever with an
idea like this. It's awesome.”
 “I think the best part is the item location in the store. I've
had countless times when I went into a best buy or circuit
city already knowing exactly what I wanted, but then had
to spend like 30 minutes finding it. The sales reps are
sometimes helpful with this, but you can't expect them to
know the exact location of everything, and this method
would be much quicker and not waste a sales rep's time.”
12 December 2005
CS 410 Red Group - A.S.K.
83