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Excellence
through
Externships
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Sea World San Diego
Company Profile
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Part of the Anheuser-Busch family
500 full time employees
2000 employees over the year
4 million attendance per year
Quality is Anheuser-Busch’s number one
priority
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Sea World San Diego
Employee Benefits
• Anheuser-Busch matches 401K - 120%
• Tuition reimbursement plan
• Employees over 21 receive 2 free cases
of beer a month
• Employee family day to experience the
park
• Open employee forums for feedback
• Cafeteria for employees is at-cost
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Sea World San Diego
Experience
• Create Happiness & Memories
• Quality clearly permeates every aspect
of park operations
• Care and Conservation
• Cost control and price leadership
• Employees we spoke with have pride and
feel valued by company
• Employees are respected as vital
contributors to park success and image
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Reflections
• Currently meet a fluctuating job market
by utilizing temp. agencies for specific
project needs
• Major focus on safety and quality in
product manufacturing
• More focused on demonstrable skills
than earned degrees
• Collaboration across multiple engineering
disciplines is a constant
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A Closer Look at Our
Hewlett Packard Experience
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Our Task:
A Feasibility Study to Potential
Business Plan Development that
would recommend to PUSD an
alternative delivery of duplication
services.
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Infused throughout our task,
we received HP process training
in the areas of:
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Business Plan Development
Authored in a Technical
Environment
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Competitive Environment
Analysis Through a Review of
PUSD Duplicating Services
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HP Product
Technology
and Services
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HP Research & Development
Process
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Fundamentals of
Industrial Financial Basics
• Profit and Loss
• Revenue
Calculation
• Gross Margin
• Operating Income
• Net Profit
• Income Statement
• Balance Sheet
• Time Value of $
• Operating Profit
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Recruitment and Promotion
Within Industry
Teamwork, Passion,
Communication linked
with Technical
Competence
Objective-Based Goals, Peer
Interaction, Leading /
Influencing, Technical
Competence, Networking
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Value of Experience = Process
Learning
•Communication
•Research
•Validation of Data, Expertise, Systems
•Collaboration
•Information Processing
•Formal Presentation
•Outcome Review
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PUSD Excellence Through
Externship Program:
Business Plan
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Principal Engineers:
Yi Feng
Radha Sen
Hewlett –Packard, San Diego
Business Plan
•Executive summary
•Business description
•Business environment analysis
•Industry background
•Competitive analysis
•Market analysis
•Marketing plan
•Management summary
•Financial plan
•Attachments and Milestones
June 17th, Overview/ Project Scope
Teachers/
Students
experience , What
do they do now
and expect to do
in future.
Constrainsts/
Trends Etc
Assess
Current
Status ( existing
Solutions)
Poway
Tour
Tour
HP Customer Experience,
Oasis,
Snap Fish, halo
Is current
Tools
meeting
needs? what
would you
like to see in
the future
Identify Future
HP Products
-Target Vs
Performance
-Cost of Tools
How to Fund
How to Profit
( using HP resources)
Resources
Schedule
Down
Select
Products
Validate
Solns
Prioritize
Gaps
Gap
Analysis
Executive Summary
 Current industry environment:
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- PUSD operates 23 elementary schools (K-5), six
middle schools (6-8), four comprehensive high schools (912), and one continuation high school. The District serves
approximately 33,000 students and is the third largest
school district in the county.
•
- Each school site has a variety of copy machines
and printers used by District staff, with the higher volume
machines located in designated copy rooms at the
schools and also at a central Publications dept (Pubs)
located at the District office.
•
- Because of educational budget constraints,
emphasis is on low cost B&W printing/copying, even if it
means forsaking high quality
Executive Summary (cont)
 The business opportunity:
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For school sites that have sufficient printing volume,
bring the following features for no additional cost
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- much higher-quality B&W printing
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- spot color
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- professional (full) color to 3.5% of printed
copies,
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or 7% of everyday (draft) color
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- high reliability
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- additional features, including collation,
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back-to-back copies, Internet connectivity
Executive Summary (cont)
 Key strategies for success:
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- HP CM8060/CM8050 Color MFPs with Edgeline
Technology improve productivity and control expenses
with powerful multi-function features, including best-inclass performance, operating costs and reliability
 Financial potential:
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- Replacement of 33 existing Sharp copiers and 24
existing Riso copies with 12 HP CM8060/CM8050 Color
MFPs * $22,000/printer = $264,000
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- Annual print volume of 40M copies * $0.005/copy =
$200,000 annually
Business Description
 Currently the district utilizes various models of ink jet and laser
printers, computers, and web service technology for duplication and
printing needs. These services are located throughout the district at
individual campuses and a central publishing center (pubs).
 Budget limitations, limited accessibility, poor product quality, inability
to produce large format printing and color reproductions create a
barrier to reaching students with a wide variety of learning styles.
 Bringing Edgeline MFPs to PUSD will allow each individual campus
to more effectively and efficiently meet their printing and copying
needs with the addition of color for approximately the same costs.
The Industry Background
• Assessment of current condition:
• PUSD currently utilizes a variety of machines to meet publication
needs, including but not limited to Sharp, Oce, Xerox-Docutech and
Riso. According to district personnel, PUSD produced over 40 million
copies within the recent school year to help provide learning
opportunities for nearly 33,000 students. In addition, trends indicate
that the number of copies being produced by each school facility is
increasing.
• Approximately half of all printing is done on Riso copiers. Compared
to an HP Edgeline, Riso has significantly lower print quality and
reliability; no support for spot or full color; no additional features like
collation, back-to-back copies, Internet connectivity.
• While our printing needs seem to be adequately met, the
enhancement of color copies has been proven to reduce eye fatigue
and improve attention spans for our students as opposed to B&W
copies. Although color copies in the past have been cost prohibitive,
improved technology by Hewlett-Packard enables the use of “spot”
color for the same price as black and white.
Market Analysis
• Analysis based on information from District Office - # of copies made
by PUSD staff on each copier at each school site, plus Pubs.
• Calculated:
– annual total copies per site, separated into Sharp and Riso machines.
– total revenue based on per-copy cost of 0.89 cents on Sharp and 0.58 cents on
Riso
• Determined 700K copies/year = break-even point of using HP
Edgeline vs. Sharp for B&W copies -> HP is cheaper above that point
– Sharp = $7,437 to buy plus 0.89 cents/copy
– HP Edgeline = $22,000 to buy plus 0.5 cents/copy
• Break-even point for color is much lower for HP
– Only Pubs supports color: 8 cents/copy cost to Pubs, but 30
cents/copy charged to staff
– HP: 0.5 cents/copy for accent color; 2.5 cents/copy for full color
• Riso is used (for B&W) at high volume and cost per copy is similar to
HP, but quality is much lower, reliability is lower, and has no support
for collation/back-to-back copies/Internet access
• Unfulfilled desires: color, high-quality B&W all at less cost, and with
collation/back-to-back/Internet access.
Market Analysis (cont)
Place
Total
Copies
Total Rev
from Sharp
Pages from Revenue
Riso
from Riso
Total Pages
all
Total
Revenue
HS
3885588
$34,581
5115000
$29,667
9000588
$64,248
MS
2877794
$25,612
2603000
$15,097
5480794
$40,709
ES
11095930
$98,753
8893000
$51,579
19988930
$150,333
1799339
$16,014
1142000
$6,623
2941339
$22,637
19658651
$174,961
17753000
$102,967
37411651
$277,929
District
Office
Total
Competitive Analysis
• Who are the competitors? Existing PUSD equipment manufacturers:
Sharp, Riso, OCE, Xerox.
• What differentiates your product or service from the competitors’
products or services? Same or less cost with added value of full and
spot color, higher reliability and additional features (collation/back-toback/Internet).
• What is the value proposition ? Edgeline presents a forward moving
product that benefits to school community with improved clarity of
prints, color options; transmission benefits, multiple copy budding
features. Overall cost and performance benefits of Edgeline exceed
existing products and solutions in the school.
• How much of a threat are your competitors to your venture?
Competitors may have some lower costs, but fewer features and
poorer quality/reliability.
Marketing Plan
• Research channels of distribution and purchasing
procedures
• Make presentations to stakeholders – site users
and managers; purchasing managers and
financial officers
• Provide opportunity for usage of equipment
• Sell benefits of competitive comparison, pricing,
cost effectiveness, industry references,
guarantees, warranties, etc.
Applying the Externship to the
Classroom
• Concepts are more meaningful to students when
tied to real-world applications
• Thermal inkjet technology (TIJ) and the printing
process in general utilize many concepts
covered in a high school physics curriculum
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Physics Concepts Applied: TIJ
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Electrical energy is used to heat a resistor
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Energy transferred as heat causes ink to vaporize
and form a bubble
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Bubble does work to push a droplet of ink out of
the nozzle onto the paper
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When bubble collapses, resulting vacuum pulls
more ink into print head (since flow is from higher
to lower pressure)
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Physics Concepts: Optics & Color Theory
• The dots of ink consist of “CMYK” (cyanmagenta-yellow-black) colors combined to
produce any color needed
• When white light hits the paper, it has colors of
all visible wavelengths; can be divided into three
primary colors – RGB (red, green, blue)
• Subtractive (CMYK) colorant absorb some
primary wavelengths of light and reflect (transmit)
others
• For example, cyan = blue+green, and therefore
absorbed
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Other Key Teaching Themes
• Importance of communication skills,
teamwork and collaboration
• HP developers need to communicate and
collaborate with other employees locally and
around the globe
• Effectiveness of hands-on projects at school
• Years later, people often remember those
projects; and those activities may have
influenced them to enter a certain field of
study
• These two ideas combined reinforce value of
hands-on open-ended group projects at
school
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Photo Oasis Project
• Created a poster for our Robotics Club with
scenes from their robotics competitions
• Club members will be pleased to see their
photos/achievements displayed
• Advertises the Club to potential new members
• Through robotics competitions, students get to
work with technology and to practice
communication, teamwork and collaboration
skills
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Counselors’ Perspective
Tim Sager, Lori Lindsey and Jane Napora
• American School Counselor Association
(ASCA)
• National Standards
• Academic Development
• Personal Social Development
• Career Development
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Academic Development
…what we learned
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Learning how to learn
Critical thinking
Writing across curriculums
Presentation skills
Project based learning
– Senior project – Poway High School
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Social Personal Development
…what we learned
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Communication
Collaboration
Problem solving
Time management
Conflict resolution
Adaptation
Leadership
Patience
Globalization
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Career Development
…what we learned
Internships
Projects
Continuing education
Passion
College readiness – exploration of post
high school options
• ROP and community college classes
relevant to career pathways.
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Idea Implementation
• Linking our schools with industry
– Guest speakers
– Internship opportunities
– Job shadowing
• 4-year career pathways
– Business and engineering
• Exploration of electives
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Utilizing our parent community
Equality of access
Understanding basic job qualifications
Goal setting
Education vs. performance
Self advocacy skills
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THANK YOU!!
– and now to our outtakes =)
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