Sous Chef
Milestone Presentation
Tiffany Emerson
Manager Finance & Accounting
ODU CS 410
Team Orange
April 7, 2005
1
Team Orange
Janet Brunelle
General Manager
Michael Schaefer
Project Manager
Ellena Pak
Adam Sampson
Technical Development
& Research
Thursday, April 7, 2005
Jason Clarke
Manager
Product Development
& Research
Edward Hill
Manager
Sales & Marketing
Team Orange – Sous Chef
Tiffany Emerson
Manager
Finance & Accounting
2
Outline
Outline
• Problem
• Problem characteristics
• Proposed solution
• Solution characteristics
• Solution components
• Solution pros and cons
•
•
•
•
•
Management plan
Risks
SBIR phases
Conclusion
Q&A
Thursday, April 7, 2005
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3
What’s forWhat’s
dinner?
for dinner?
Dinner?
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4
What’s forWhat’s
dinner?
for dinner?
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5
Sally goes
to
McDonalds’
Sally goes to McDonalds’
because…
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6
Problem Statement
Problem
Planning and shopping for meals is
complicated due to lack of time,
need for specialized meals and
lack of knowledge.
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ProblemProblem
characteristics
characteristics
•
•
•
•
Poor planning
Lack of time
Specialized meal requirements
Lack of knowledge
• Sales, coupons, and member rewards
• Preparation of meals
• Nutrition
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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 Who
timeis planning meals?
Planning, preparing and cooking meals
75%
25%
Others
Women
- Department of Labor, Women’s Bureau
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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
- Department of Labor, Women’s Bureau
57
56.6
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00
20
97
19
95
19
92
19
90
19
87
19
85
19
82
19
19
80
55
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11
Lack of timeLack of time
Dual Income Families
91
92
90
88
86
1977
2002
84
82
81
80
78
76
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- Families and Work Institute
Hours Per Week at Work
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12
Need
specific
meal
plans
Specialized meal requirements
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 about nutrition
as barriers to eating better.”
40%
Confused
Not Confused
60%
- http://www.factsfiguresfuture.com/archive/october_2004.htm
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14
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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Reward
Card
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18
Sous Chef
will…
Solution characteristics
• Sous Chef will provide grocery shoppers
with:
•
•
•
•
•
Thursday, April 7, 2005
Shopper-specific recipes
Recipe-specific coupons
Complete customized shopping list
Video-enhanced cooking directions
Accompaniment suggestions
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19
Sous Chef
will…
Solution characteristics
• Sous Chef will provide grocery stores
with:
•
•
•
•
Thursday, April 7, 2005
Competition with restaurants and “fast food”
Customers that shop at other stores
Clear picture of shopping habits
Opportunity to “build the basket”
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20
Sous Chef
will
not…
Solution characteristics
• Sous Chef will not:
• Prepare meals
• Purchase groceries
• Guarantee nutritious preparation of
meals
• Control serving size of prepared
meals
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•What’s inWhat’s
the box?
in the box?
• Hardware
• Kiosk(s)
• Printer(s)
• Server(s)
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• Software
•
•
•
•
Team Orange – Sous Chef
Web GUI
Database
Kiosk software
Sous Chef software
22
System components
Functional components
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System Flow System Flow
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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
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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Interface Flow
Interface Flow
Web GUI Screen I
Welcome Screen
Sous Chef
Web GUI Screen II
User Options
Interface Flow Diagram
- Swipe Card
4/2/2005
- Access Stored Plan & Reports
- Enter Name
- Plan Meal
- Skip
Web GUI Screen III
Recipe Category
Web GUI Screen IV
Diet Preferences
Web GUI Screen V
Time & Difficulty
- Entree
- Appetizer
- Side Dish
- Dessert
- Salad
- Soup
- Sauces / Gravy
- Back
- Weight Watchers
- Low Carb
- Atkins
- South Beach
- Low Sodium
- Diabetic
- Low Fat
- Use All Store Settings
- None
- Back
- Easy
- Moderate
- Expert
Web GUI Screen VII
Print Options
Web GUI Report II
Display Recipe
Web GUI Report I
Select Recipe
- Recipe
- Shopping List
- Meal Plan
- Coupons
- Print All
- Back
Display Recipe(s)
List Top 10
Recipes
Displayed
Report IV
Report V
Report VI
Report VII
- Store Recipe
- Store My Preferences
- Select New Recipe
- View Add on Suggestions
- Print Options
- Back
- Select Recipe(s)
- Back
- Super Quick (<15)
- Quick (<30)
- None
- Back
Web GUI Screen VI
Recipe Type
- Beef
- Poultry
- Pork
- Seafood
- Vegetarian
- None
- Back
Web GUI Report VIII
Select Add-Ons
List Top 10
Suggestions
- Select Recipe(s)
- Back
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Pros
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
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Cons
Cons
• May create privacy issues
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Management
Management plan
Management Plan
Development Plan
Evaluation Plan
Marketing Plan
Scheduling Plan
Financial Plan
Organizational Plan
Risk Management Plan
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Development
Development plan
•
•
•
•
•
•
Sous Chef database
Client/server software
GUI Screens
Client/server interface
Database/kiosk interface
Based on future research
• Input and Output drivers
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Evaluation plan
Phase 0
Phase 1
Phase 2
Phase 3
Evaluation Checklist
(Phase 0, 1, 2 or 3)
Technical
Factor
Each phase will be
evaluated based on the
evaluation checklist for
that phase.
Personnel
Factor
Marketing
Factor
Administrative
Factor
Frequency of Evaluation:
1. Every 3 months
2. as often as necessary
Financial
Factor
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31
Marketing
Marketing plan
• 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
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Marketing
Marketing plan
• Secondary Target Market
• Grocery Chain(s)
• Why secondary market?
• Already have some meal planning
• Most directly compete with Wal-Mart
• Currently majority of sales
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Grocery
Sales
Market
Grocery sales market
-Super
Centers
11%
Warehouse
Club Stores
3%
Other
3%
Grocery Stores
Super-Centers
Warehouse Club Stores
Other
Grocery
Stores
83%
- Supermarketguru.com
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Grocery
Sales
Market
Target market
(SALES IN MILLION $$)
2000
Sales % growth
2001
Sales % growth
2002
Sales % growth
Traditional Grocers/Food
Retailers
Sales in South HR
$2063.6 (1.13%) $2101.5 (1.83%) $2166.5 (3.09%)
Wal-Mart
Sales in South HR
$118.4 (4.31%)
25%
$142.5 (20.35%) $174.5 (22.45%)
The Sales Growth Story
20%
Traditional
Grocers
Wal-Mart
15%
10%
-Progressive Grocer, December 2002
5%
0%
Thursday, April 7, 2005
2000
2001
2002
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35
Target market
Marketing niche
“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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Risk analysisMarket niche
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37
Marketing -Market
1 store
strategy
Supercenters:
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11 in HR
38
Marketing -Market
56 stores
strategy
Supercenters: 56 in Virginia
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Marketing US
Market strategy
Supercenters: 1,713 in U.S.
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40
Kiosk growthKiosk growth
- Frost & Sullivan Summit Research Associates 2003
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Kiosk usage breakdown
Kiosk usage
- http://www.coinstar.com
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42
Risks
1.
2.
3.
4.
5.
6.
7.
Risks
Customer disinterest
Technically adverse shoppers
Schedule
Cost
Competition
Theft
Damage
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Risk analysisRisks analysis
5
4
3
2
1
1
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2
3
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4
5
44
TechnicalRisk
issues
management plan
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
•
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Utilize existing resources (COTS)
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45
Technical issues
Technical issues
• Database integration
• Network security
• Hardware interface
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46
Schedule overview
Schedule overview
Q1 05
ID
Task Name
Start
Finish
Jan
1
Phase 0
1/12/2005
4/7/2005
12.29w
2
Phase 1
8/27/2005
11/5/2005
10.14w
3
Phase 2
11/5/2005
2/14/2006
14.57w
4
Phase 3
2/14/2006
3/14/2006
4.14w
Thursday, April 7, 2005
Q2 05
Q3 05
Q4 05
Q1 06
Duration
Team Orange – Sous Chef
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
47
Phase
0
Organization
Chart
PhasePhase
0 0-– Organizational
Organization
Team Orange
2/27/05
V. 3
Janet Brunelle
General Manager
Michael Schaefer
Project Manager
Jason Clarke
Manager
Product Development
& Research
Thursday, April 7, 2005
Edward Hill
Manager
Sales & Marketing
Tiffany Emerson
Manager
Finance & Accounting
Team Orange – Sous Chef
Adam Sampson
Technical Development
Lead
Ellena Pak
Technical Research Lead
Web Master
48
ghant
Thursday, April 7, 2005
Phase 0 - Schedule
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49
Phase 1 – Organizational Chart
Phase 1 Phase 1 - Organization
Team Orange
2/27/05
V. 3
Janet Brunelle
General Manager
Michael Schaefer
Project Manager
Jason Clarke
Database Development Lead
Database
Expert
Tiffany Emerson
Manager
Finance & Accounting
Edward Hill
Manager
Sales & Marketing
Wal Mart
Representative
AllRecipes
Representative
Adam Sampson
Integration Development
Lead
Ellena Pak
GUI Development Lead
Web Master
Network
Expert
Web
Application
Expert
Legend
Existing
Members
Expert
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Consultant
Hired Staff
Members
50
ghant
Thursday, April 7, 2005
Phase 1 - Schedule
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51
Phase 2 – Organizational Chart
Phase 2 Phase 2 - Organization
Team Orange
2/27/05
V.4
Legend
Janet Brunelle
General Manager
Existing
Members
Consultant
Expert
Hired Staff
Members
Michael Schaefer
Project Manager
Jason Clarke
Database Development Lead
Thursday, April 7, 2005
Tiffany Emerson
Manager
Finance & Accounting
Edward Hill
Manager
Sales & Marketing
Adam Sampson
Integration & Network
Lead
SQL
Developer
Wal Mart
Representative
AllRecipes
Representative
Public
Relations
Specialist
Software
Engineer
Documentation
Specialist
Junior
Programmer
ODU
Legal
Team Orange – Sous Chef
Network
Engineer
Ellena Pak
GUI Development Lead
Web Master
Web Site
Developer
UI
Designer
52
ghant
Thursday, April 7, 2005
Phase 2 - Schedule
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53
Phase
Organization
Phase 3
3 – Organizational
Chart
Phase 3 - Organization
Team Orange
2/27/05
V. 4
Legend
Janet Brunelle
General Manager
Existing
Members
Consultant
Expert
Hired Staff
Members
Michael Schaefer
Project Manager
Jason Clarke
Database Development Lead
Tiffany Emerson
Manager
Finance & Accounting
Edward Hill
Manager
Sales & Marketing
Adam Sampson
Integration & Network
Lead
Ellena Pak
GUI Development Lead
Network
Engineer
Web
Master
SQL
Developer
Public
Relations
Specialist
Database
Adminstrator
Customer
Service
Representative
Software
Engineer
Field
Technician
Network Field
Technician
Thursday, April 7, 2005
ODU
Legal
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54
ghant
Thursday, April 7, 2005
Phase 3 - Schedule
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55
Funding Plan -Funding
cost personnel
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
staff
Staffing requirements
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57
Funding PlanHard
- cost
hardware
resources
Phase 1
Item
Price
Development Hardware
Desktop
$
560.00
Printer
$
800.00
Cable
$
90.00
Monitor
$
300.00
Server
$ 1,315.00
Subtotal
Phase 2
Item
Price
Development Hardware
Desktop
$
560.00
Printer
$
800.00
Cable
$
90.00
Monitor
$
300.00
Server
$ 1,315.00
Total Subtotal
Quantity
1
1
1
1
1
$
$
$
$
$
$
560.00
800.00
90.00
300.00
1,315.00
3,065.00
Implementation Software
SQL bundle
$ 4,794.00
OS bundle
$ 1,918.00
Visual C#.NET $
109.00
Subtotal
1 $
1 $
1 $
$
4,794.00
1,918.00
109.00
6,821.00
Simulated In Store Hardware
Kiosk/Labtop
$ 3,316.00
Cable
$
160.00
Server
$ 1,315.00
Subtotal
TOTAL
1 $
1 $
1 $
$
$
3,316.00
160.00
1,315.00
4,791.00
14,677.00
Thursday, April 7, 2005
Quantity
10
1
1
10
1
Total
$
$
$
$
$
$
Implementation Hardware
Server
$ 2,210.00
Firewall
$
825.00
Cable
$
7.00
Subtotal
6 $
1 $
12 $
$
In Store Hardware
Kiosk
$ 2,295.00
Cable
$
160.00
Server
$ 1,315.00
Subtotal
TOTAL
2 $
2 $
1 $
$
$
Team Orange – Sous Chef
5,600.00
800.00
90.00
3,000.00
1,315.00 Phase 3
Price
10,805.00 Item
Development Hardware
Desktop
$
560.00
$
800.00
13,260.00 Printer
$
90.00
825.00 Cable
$
300.00
84.00 Monitor
$ 1,315.00
14,169.00 Server
Subtotal
4,590.00
320.00
1,315.00
6,225.00
31,199.00
Quantity
10
1
1
10
1
Total
$
$
$
$
$
$
5,600.00
800.00
90.00
3,000.00
1,315.00
4,405.00
Implementation Hardware
Server
$ 2,210.00
Firewall
$
825.00
Cable
$
7.00
Subtotal
6 $
11 $
144 $
$
13,260.00
9,075.00
1,008.00
23,343.00
In Store Hardware
Kiosk
$ 2,010.00
Cable
$
160.00
Server
$ 1,315.00
Subtotal
TOTAL
22 $
22 $
11 $
$
$
44,220.00
3,520.00
14,465.00
62,205.00
89,953.00
58
Funding PlanProject
- projected
budget
budget
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59
Future
Plans
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)
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60
What’s
for
dinner?
What’s for dinner?
Dinner?
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61
Sally
goes
to
store…
Sally goes to the store
Reward
Card
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
Conclusion
Reward
Card
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65
References
•
•
•
•
•
•
•
•
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. All Recipe’s cost analysis
B. Sous Chef database size estimate
C. Work breakdown sheets
D. Sous Chef GUI screens
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67
Appendix A
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
1 yr. Agreement
1 yr. Agreement
$4,000/month
1 yr. Agreement
Trusted seasonal, healthy, and holiday articles
Consistent format, voice, and language developed by our staff of professional editors
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
<= 50 articles
<= 100 articles
<= 150 articles
$1,000/month
$2,000/month
$3,000/month
1 yr. Agreement
1 yr. Agreement
1 yr. Agreement
-http://allrecipes.com/
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68
Database Size Appendix
estimate B
Database Size Estimate
Recipes
Recipe Text Size
Recipe Picture Size
Customer Stored Preferences
Customer Stored Plans
Other
Database Size Estimate
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10,000
2k
20k
220 MB
800 MB
800 MB
180 MB
2 GB
69
wbs
Appendix C - Phase 0
Feb 2005
ID
Task Name
Start
2/6
1
Initial Concept
2/8/2005
2/10/2005
2
Feasability of project
2/10/2005
3/3/2005
3
Research
2/20/2005
3/3/2005
4
Technical research
2/20/2005
2/21/2005
5
Market research
2/20/2005
2/24/2005
6
Financial research
2/20/2005
2/24/2005
7
Personnel
2/20/2005
2/21/2005
8
Components
2/20/2005
2/24/2005
9
Competition research
2/20/2005
2/22/2005
10
Identify risks
2/20/2005
2/20/2005
11
Technical risks
2/20/2005
2/20/2005
12
Marketing risks
2/20/2005
2/20/2005
13
Financial risks
2/20/2005
2/20/2005
14
Feasability presentation
3/2/2005
3/3/2005
15
Milestones
3/3/2005
4/7/2005
16
Documentation
3/5/2005
3/6/2005
17
Milestone Presentation
4/6/2005
4/7/2005
18
SBIR
3/6/2005
3/11/2005
19
Approval process
4/7/2005
4/9/2005
20
Refine documentation
4/8/2005
4/8/2005
21
SBIR
4/8/2005
4/9/2005
22
Final presentation
4/7/2005
4/7/2005
Thursday, April 7, 2005
Mar 2005
Apr 2005
Finish
Team Orange – Sous Chef
2/13
2/20
2/27
3/6
3/13
3/20
3/27
4/3
4/10
70