Final Presentation
May 03, 2005
Tiffany Emerson
Financial and Accounting Lead
Old Dominion University, CS 410
Team Orange
http://www.cs.odu.edu/~cpi/cpi-s2005/souschef
1
What’s for dinner?
Dinner?
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What’s for dinner?
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Sally goes to McDonalds’
because…
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Problem statement
Grocery stores do not provide in-store
meal planning assistance to the
unprepared shopper.
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Outline
• Problem
– Problem characteristics
• Proposed solution
– Solution characteristics
– Solution components
• Management plans
• SBIR phases
• Conclusion
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Problem characteristics
• Shoppers are not planning
• Shopper’s specialized meal requirements
– Low fat
– Low sodium
– Low carbohydrates
• Shopper uncertainty
– Sales, coupons, and member rewards
– Nutrition
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Shoppers are not 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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Who is planning meals?
Planning, preparing and cooking meals
75%
Others
Women
25%
- Department of Labor, Women’s Bureau
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Why no planning?
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
19
92
19
90
19
87
19
85
19
82
19
19
80
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Why no planning?
Dual Income Families
91
92
90
88
86
1977
2002
84
81
82
80
78
- Families and Work Institute
76
Hours Per Week at Work
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Specialized meal requirements
Meal plans for high cholesterol, diabetes, diet, etc.
13%
Health Conscious
Not Concerned
87%
- Food Marketing Institute
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Nutrition uncertainty
“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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Budget conscious shoppers
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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Budget conscious shoppers
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Goal
Provide grocery stores with a meal
planning tool that will allow shoppers
to plan their meals in the store.
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Objectives
•
•
•
•
•
Build a robust database
Develop database processes
Create UI software
Integrate with grocery store database
Market product
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Proposed solution – Sous Chef
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Solution characteristics
• Sous Chef will provide grocery shoppers with:
–
–
–
–
–
Shopper-specific recipes
Recipe-specific coupons
Complete customized shopping list
Video-enhanced cooking directions
Accompaniment suggestions
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Solution characteristics
• Sous Chef will provide grocery stores with:
– Competition with restaurants
– Competition with other stores
– Complete method to gather shopper’s purchasing
trends and habits
– Opportunity to “build the basket”
– Increase shopper satisfaction and therefore
shopper loyalty
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What’s in the box?
• Hardware
- Kiosk(s)
- Server(s)
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• Software
-
Web GUI
Database
Kiosk software
Sous Chef software
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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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System flow
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Management plan overview
Project Management Plan
Evaluation Plan
Marketing Plan
Risk Management Plan
Staffing Plan
Scheduling Plan
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Funding Plan
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Management plan
• Oversee personnel
– Develop plan
– Review progress
– Reassess plan
• Coordinate scheduling between
– Personnel
– Processes
– Tasks
• Communication
– Twice-weekly meetings
– Web based communication
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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
Each phase will be
evaluated based on the
evaluation checklist for
that phase.
Frequency of evaluation:
Every 3 months or as often
as necessary
Financial
Factor
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Marketing plan
• Primary target market
- Wal-Mart Supercenter(s)
• Why Wal-Mart?
-
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Lack of meal planning on website
Supercenter food sales growing
Interactive webpage for other services
Self check out kiosk
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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
Warehouse Club
Stores
3%
Super-Centers
11%
Other
3%
Grocery Stores
Super-Centers
Warehouse Club Stores
Other
Grocery Stores
83%
- Supermarketguru.com
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Target market
The Sales Growth Story
25%
20%
15%
Traditional Grocers
Wal-Mart
10%
5%
0%
-Progressive Grocer, December 2002
2000
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2001
2002
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Target market
(Sales in million $$)
2000
Sales
% growth
2001
Sales % growth
2002
Sales % growth
$2063.6
1.13%
$2101.5 1.83%
$2166.5
3.09%
$118.4
4.31%
$142.5
$174.5
22.45%
Traditional Grocers/Food
Retailers
Sales in South HR
Wal-Mart
Sales in South HR
20.35%
-Progressive Grocer, December 2002
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Marketing niche
“The average shopper shops at 2.2 [different]
stores each week to obtain all their items…”
- http://www.supermarketguru.com
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Market competition
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Phase 3 marketing plan - Year 1
Supercenters: 11 in HR
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Phase 3 marketing plan - Year 2
Supercenters: 54 in Virginia
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Phase 3 marketing plan - Year 3
Supercenters: Over 800 stores
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Phase 3 marketing plan - 4+ years
Supercenters: 1,713 in U.S.
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Kiosk growth
- Frost & Sullivan Summit Research Associates 2003
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Kiosk usage
- http://www.coinstar.com
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Risks
1.
2.
3.
4.
5.
6.
Database integration
Database performance
Database scalability
Test data consistency
FDA guideline changes
Database storage
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Risks analysis
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Risk mitigation strategies
1. Database integration:
Develop integration strategy
2. Database performance:
Consult database expert during early development
3. Database scalability:
Design database and servers to be interchangeable
and load-balancing
4. Test data conformity:
Conform testing to data processing and performance
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Schedule overview
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Phase 0 - Personnel
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Phase 0 - Schedule
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Phase 1 - Personnel
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Phase 1 - Schedule
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Phase 1 - Budget
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Phase 2 - Personnel
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Phase 2 - Schedule
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Phase 2 - Budget
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Phase 3 - Personnel
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Phase 3 - Schedule
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Phase 3 – Budget
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Total Budget
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Projected income
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Funding 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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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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What’s for dinner?
Dinner?
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Sally goes to the store…
What type of meal?
Diet specific?
Please, select from
These recipes.
Print!
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What’s for dinner?
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Conclusion
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Appendix
• Additional diagrams
• SBIR table of contents
• SBIR appendices
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