Sous Chef
Feasibility Presentation
Adam Sampson
Technical Development & Research Lead
ODU CS 410
Team Orange
March 23, 2005
1
Team Orange
Janet Brunelle
General Manager
Michael Schaefer
Project Manager
Ellena Pak
Adam Sampson
Technical Development
& Research
Thursday, March 23, 2005
Jason Clarke
Manager
Product Development
& Research
Edward Hill
Manager
Sales & Marketing
Team Orange – Sous Chef
Tiffany Emerson
Manager
Finance & Accounting
2
Outline
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Outline
Problem
Problem characteristics
Proposed solution
Solution characteristics and components
Solution pros and cons
Target market
Management issues
Technical issues
Resource issues
Q&A
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What’s forWhat’s
dinner?
for dinner?
Dinner?
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What’s forWhat’s
dinner?
for dinner?
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Sally goes
to
McDonalds’
Sally goes to McDonalds’
because…
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Problem
Problem
Meal planning and shopping is
problematic and complicated due to lack
of time and knowledge.
Characteristics
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Poor planning
Lack of time
Need specific meal plans
Lack of knowledge
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Problem characteristics
Poor 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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Lack of timeLack of time
Dual Earning Couples
(with children)
91
92
90
88
86
1977
2002
84
82
81
80
78
76
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- Families and Work Institute
Hours Spent at Work
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Lack of timeLack of time
Women In the Workforce
(with children under 18)
75
72.9
73
% of Women
71
69.7
69
67
65
64.7
63
61
59
57
56.6
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- Department of Labor, Women’s Bureau
20
97
19
95
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92
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90
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87
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85
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82
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19
80
55
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Need specific
meal
plans
Need specific meal plans
Meal plans for high cholesterol, diabetes, diet, etc.
13%
Health Conscious
Not Concerned
87%
- Food Marketing Institute
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Lack of knowledge
Lack of knowledge
“Many see the cost and confusion as barriers to
eating better.”
40%
Confused
Not Confused
60%
- http://www.factsfiguresfuture.com/archive/october_2004.htm
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Budget
conscious
meal
plans
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
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Goal
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
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Proposed Solution
Proposed solution
• Sous Chef
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Meal Planning
Process
Meal planning process
Step 1
Get Customer Info
Customers swipes
frequent shopper card
or enters information
manually
Step 2
Shoppers can add
individual items to
shopping list
Get Preferences /
Requirements
Use customers stored
information or
gather new / changed
information
Step 6
Display/Print
-Shopping List
-Coupons
-Recipes
Step 5
Select Add-On Items
-Side Dishes
-Dessert
-Beverages
Sous Chef
Meal Planning
Process
Step 3
Display Description
&
Nutritional
Information of
Filtered Recipes
Step 4
Select Entrée
Shopper chooses
from recipes
displayed in Step 3
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Functional
Diagram
Sous Chef components
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What’s in What’s
the box?
in the box?
• Hardware
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• Software
Kiosk(s)
Shopping cart device(s)
Server(s)
Printer(s)
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• Web GUI
• Database
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Sous Chef will…
Sous Chef will…
• Provide grocery shoppers with:
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Shopper-specific recipes
Recipe-specific coupons
Complete customized shopping list
Video-enhanced cooking directions
Accompaniment suggestions (desserts, wines)
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Sous ChefSous
willChef
not…will not…
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Prepare meals
Purchase groceries
Guarantee nutrition of prepared meals
Control serving size of prepared meals
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Competition
matrix
Competition Matrix
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Target market
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
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Grocery
Sales
Market
Grocery Sales market
11%
3%
Grocery Stores
Super-Centers
Warehouse Club Stores
Other
3%
83%
- Supermarketguru.com
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Kiosk growthKiosk growth
- Frost & Sullivan Summit Research Associates 2003
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Kiosk usage
breakdown
Kiosk usage breakdown
- http://www.coinstar.com
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Survey results
Soft poll conclusions
Survey results: 52% plan meals, 76% will use Sous Chef.
They will most likely use the system because…
- Group survey (50 participants)
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Pros
Pros
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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
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Cons
Cons
• May create privacy issues
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Risks
Risks
1. Customer disinterest (high cost, in-house
development)
2. Technically adverse shoppers
3. Schedule (development and implementation)
4. Cost (development and maintenance)
5. Competition
6. Theft
7. Damage
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Risk analysisRisks analysis
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Technical issues
Technical issues
• Database integration
• Network security
• Hardware interface
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Organization Chart
Management
issues
Management structure
Team Orange
2/27/05
V. 3
Janet Brunelle
General Manager
Michael Schaefer
Project Manager
Ellena Pak
Adam Sampson
Technical Development
& Research
Jason Clarke
Manager
Product Development
& Research
Edward Hill
Manager
Sales & Marketing
Tiffany Emerson
Manager
Finance & Accounting
Old Dominion
University
Legal
Network
Engineer
Edward Hill
Researcher
Public Relations
Specialist
Documentation
Specialist
Web
Developer
Ellena Pak
Researcher
Customer Service
Technician
Legal
Consultant
SQL
Developer
Adam Sampson
Researcher
Database
Adminstrator
Mike Schaefer
Researcher
Ellena Pak
Web Master
Tiffany Emerson
Researcher
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Recipe
Consultant
Grocery Store
Database
Consultant
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What’s
for
dinner?
What’s for dinner?
Dinner?
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Sally
goes
to
store…
Sally goes to the store
What type of meal?
Diet specific?
Please, select from
These recipes.
Print!
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Revisit hook
What’s for dinner?
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Conclusion
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Conclusion
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References
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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.html
http://www.baselinemag.com/print_article2/0,2533,a=118634,00.asp
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Appendix
Appendix
A. Organizational chart
B. Functional component Diagram
C. Competition matrix
D. Output competition matrix
E. Cost Summary
F. Preliminary recipe output
G. Sous Chef Survey
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