DiriPark Parking Guidance System Project Approval Presentation Red Team — CS 410 Spring 2009 May 5, 2009

Who We Are May 5, 20092DiriPark — Project Approval Presentation Mark Bullard Project Lead, Marketing Administrative Steven Murray Risk Mitigation Garnett Wilson Financial Specialist Technical Dominic Eldridge Software Developer Gabor Eszes Web Developer Thomas Suiter Hardware Specialist

Outline Parking Problem Characteristics Solution Proposal Technical Features Phase Breakdown Business Model Risks and Mitigation Evaluation Plan Appendices 3May 5, 2009DiriPark — Project Approval Presentation

Available parking spaces are difficult to locate in a parking garage 4May 5, 2009DiriPark — Project Approval Presentation

According to the US Department of Transportation Drivers slow down, circle around Creates congestion, wastes time Results in frustration, loss of revenue 5 Source: [1] US Department of Transportation May 5, 2009DiriPark — Project Approval Presentation

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Problem Effects Facility operators and local businesses lose $ 3 to $ 5 per vehicle on hourly rates $ 10 per day $ 150 per shopper 7 Source: [2] Reuters May 5, 2009DiriPark — Project Approval Presentation

Affected Enterprises Airports Dining Hospitals Sport stadiums 8 Convention centers Entertainment venues Retail Universities Highly trafficked parking facilities High congestion Time-constrained settings May 5, 2009DiriPark — Project Approval Presentation

U.S. Parking Establishments Grand Total: 15,280 facilities 9 Source: [3] IBISWorld May 5, 2009DiriPark — Project Approval Presentation

Our Goal Provide a space availability system that is: – Flexible – Intuitive – Real-time 10May 5, 2009DiriPark — Project Approval Presentation

Solution Technical Objectives Establish a sensor array that collects real-time information about space availability Calculate ideal zones for parking based on sensor input and optional historical data Convey zone recommendations to patrons via display devices May 5, 2009DiriPark — Project Approval Presentation11

DiriPark Parking Guidance System 12 Locate Predict Display May 5, 2009DiriPark — Project Approval Presentation

Solution Characteristics 1.Patron enters garage 2.System locates empty spaces 3.System predicts short-term availability 4.System displays top choices on screen 5.Patron is directed to spot and parks 13May 5, 2009DiriPark — Project Approval Presentation

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15 DiriPark May 5, 2009DiriPark — Project Approval Presentation

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Prototype Design 17May 5, 2009DiriPark — Project Approval Presentation

Benefits For Customer Increased business Enhanced marketability Less garage congestion Reduced illegal parking For End User Faster parking Less frustration Expectations satisfied 18May 5, 2009DiriPark — Project Approval Presentation

Drawbacks Patron unfamiliarity Periodic maintenance 19May 5, 2009DiriPark — Project Approval Presentation

Objectives Outside of Scope No enforcement of recommendations No reservations No remote access 20May 5, 2009DiriPark — Project Approval Presentation

21 Phase 0 CS 410 May 5, 2009DiriPark — Project Approval Presentation

Conception – Determine Team Members – Define Project – Conduct Project Research – Determine Solution Requirements Analysis – Conceptualize Project Solution Presentations 22 Phase 0 Milestones May 5, 2009DiriPark — Project Approval Presentation

Feasibility Presentation – Market Analysis – Financial – Hardware Capability Research – Algorithm Design – Risk Mitigation Milestone Presentation – Documentation Final Presentation – Create SBIR May 5, 2009DiriPark — Project Approval Presentation23 Phase 0 Presentations

Red Team Experts 24 Mark Bullard Project Lead, Marketing Administrative Steven Murray Risk Mitigation Garnett Wilson Financial Specialist Technical Dominic Eldridge Software Developer Gabor Eszes Web Developer Thomas Suiter Hardware Specialist Kevin Gallagher Parking Department City of Hampton Kevin Gallagher Parking Department City of Hampton James Long Parking Services Old Dominion University James Long Parking Services Old Dominion University Phase 0 – Staffing May 5, 2009DiriPark — Project Approval Presentation

Online Discussion Board Weekly Team Meetings 25 Phase 0 Communication May 5, 2009DiriPark — Project Approval Presentation

Resources CS Server Rapid prototyping – Mockups – Simulated data Costs N/A 26 Phase 0 Resources and Costs May 5, 2009DiriPark — Project Approval Presentation

Phase 1 CS May 5, 2009DiriPark — Project Approval Presentation

Prototype Development –Product WBS –Prototype Product Specification –Prototype Test Plan/Procedures Prototype Demonstration –Prototype Presentation 1 –Final Prototype Demonstration Documentation Website 28 Phase 1 Milestones May 5, 2009DiriPark — Project Approval Presentation

Hardware – Server – Sensors – Vehicle Counter – Display Method Software – Database – Algorithm 29 Phase 1 Prototype Design May 5, 2009DiriPark — Project Approval Presentation

Red Team Experts Phase 1 – Staffing 30 Mark Bullard Project Lead, Marketing Administrative Steven Murray Risk Mitigation Garnett Wilson Financial Specialist Technical Dominic Eldridge Software Developer Gabor Eszes Web Developer Thomas Suiter Hardware Specialist Kevin Gallagher Parking Department City of Hampton Kevin Gallagher Parking Department City of Hampton James Long Parking Services Old Dominion University James Long Parking Services Old Dominion University Hussein Abdel-Wahab Systems Programming Expert Old Dominion University Hussein Abdel-Wahab Systems Programming Expert Old Dominion University Irwin Levinstein Database Consultant Old Dominion University Irwin Levinstein Database Consultant Old Dominion University May 5, 2009DiriPark — Project Approval Presentation

Resources – Database license – Custom developed software – Purchased sensor hardware – CS Server – Test harness Costs – Employee wage $ 15 / hour 31 Phase 1 Resources and Costs May 5, 2009DiriPark — Project Approval Presentation

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May 5, 2009DiriPark — Project Approval Presentation33 Phase 1 Cost Analysis — Staff PositionTypeQuantityHoursRateAnnualTotal Financial SpecialistStudent1 360 $ 15 N/A $ 5,400 Hardware SpecialistStudent1 180 $ 15 N/A $ 2,700 Project LeadStudent1 360 $ 15 N/A $ 5,400 Risk MitigationStudent1 108 $ 15 N/A $ 1,620 Software DeveloperStudent1 200 $ 15 N/A $ 3,000 Web DeveloperStudent1 360 $ 15 N/A $ 5,400 Total Cost $ 23,520 40% overhead $ 9,408 Total Phase 1 Staffing Budget $ 32,928

May 5, 2009DiriPark — Project Approval Presentation34 Phase 1 Cost Analysis — Hardware ItemQuantityPriceTotal Wireless Sensor1 $ 300 Wireless Access Point1 $ 400 Vehicle Counter1 $ 300 Total: $ 1,000

Phase 2 Critical Design 35May 5, 2009DiriPark — Project Approval Presentation

Phase 2 Milestones Hardware – Server – Sensors – Vehicle Counter – Display Method Software – Database – Algorithm 36May 5, 2009DiriPark — Project Approval Presentation

Red Team Experts Phase 2 – Staffing 37 Mark Bullard Project Lead Administrative Steven Murray Marketing Specialist Garnett Wilson Financial Specialist Technical Dominic Eldridge Software Developer Gabor Eszes Web Developer Thomas Suiter Hardware Specialist Software DeveloperSystem Administrator Kevin Gallagher Parking Department City of Hampton Kevin Gallagher Parking Department City of Hampton James Long Parking Services Old Dominion University James Long Parking Services Old Dominion University Hussein Abdel-Wahab Systems Programming Expert Old Dominion University Hussein Abdel-Wahab Systems Programming Expert Old Dominion University Irwin Levinstein Database Consultant Old Dominion University Irwin Levinstein Database Consultant Old Dominion University May 5, 2009DiriPark — Project Approval Presentation

Resources – TBD Costs – Software Developer $ 68,000 – Project Lead $ 80,000 – Web Developer $ 68,000 – Financial Specialist $ 56,000 – System Administrator $ 68, Phase 2 Resources and Costs May 5, 2009DiriPark — Project Approval Presentation

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May 5, 2009DiriPark — Project Approval Presentation40 Phase 2 Cost Analysis — Staffing PositionTypeQuantityHoursRateAnnualTotal Financial SpecialistStaff1 2,000 $ 28 $ 56,000 Hardware SpecialistStaff1 1,680 $ 31 $ 62,000 $ 52,080 Project LeadStaff1 2,000 $ 40 $ 80,000 Software DeveloperStaff2 1,680 $ 34 $ 68,000 $ 114,240 System AdministratorStaff1 2,000 $ 34 $ 68,000 Web DeveloperStaff1 800 $ 34 $ 68,000 $ 27,200 Total Cost $ 397,520 40% Overhead $ 159,008 Total Phase 2 Staffing Budget $ 556,528

May 5, 2009DiriPark — Project Approval Presentation41 Phase 2 Cost Analysis —Hardware ItemQuantityPriceTotal Sensor500 $ 300 $ 150,000 Wireless Access Point10 $ 400 $ 4,000 Network Switch1 $ 3,500 Server1 $ 6,500 Display Boards5 $ 5,000 $ 25,000 Vehicle Counter1 $ 300 Total: $ 189,300

Phase 3 Production Out-years 42May 5, 2009DiriPark — Project Approval Presentation

Phase 3 Production Out-years Finalize First Sale Collect Customer Feedback Continue Targeted Marketing Provide Product Support 43May 5, 2009DiriPark — Project Approval Presentation

Phase 3 – Staffing 44 Project Lead Administrative Customer Service Representative Financial Specialist Marketing Professional Technical On-site Hardware Support Software Developer System Administrator May 5, 2009DiriPark — Project Approval Presentation

Resources – TBD Costs System Administrator $ 68,000 Software Developer $ 68,000 Financial Specialist $ 56,000 Customer Service Rep $ 36,000 Project Lead $ 80, Phase 3 Resources and Costs May 5, 2009DiriPark — Project Approval Presentation

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May 5, 2009DiriPark — Project Approval Presentation47 Phase 3 Cost Analysis PositionTypeQuantityHoursRateAnnualTotal Customer Service RepStaff1 2,000 $ 18 $ 36,000 Financial SpecialistStaff1 2,000 $ 28 $ 56,000 On-site Hardware SupportStaff1 2,000 $ 30 $ 60,000 Marketing SpecialistStaff1 1,000 $ 25 $ 50,000 $ 25,000 Project LeadStaff1 2,000 $ 40 $ 80,000 Software DeveloperStaff2 600 $ 34 $ 68,000 $ 40,800 System AdministratorStaff1 2,000 $ 34 $ 68,000 Total Cost $ 329,800 40% Overhead $ 131,920 Total Phase 3 Staffing Budget $ 461,720

Installed On-site Software Database System Software 48 Hardware Application Server Display Boards Network Infrastructure –Switching Equipment –Wireless Access Points Sensor Array Vehicle Counter May 5, 2009DiriPark — Project Approval Presentation

Business Model On-site installation Multiple support packages – Tailored to customers needs 49May 5, 2009DiriPark — Project Approval Presentation

Price Point for garage of 500 spaces ItemQuantityCost Sensors500 $ 150,000 Wireless Access Point10 $ 4,000 Network Switch1 $ 3,500 OS LicenseFree & Open Source Database LicenseFree & Open Source Server1 $ 6,500 Display Board5 $ 25,000 Vehicle Counter2 $ 600 Custom-developed Software $ 120,000 Total $ 309,600 Approximate Cost per Space $ May 5, 2009DiriPark — Project Approval Presentation

May 5, 2009DiriPark — Project Approval Presentation51 Customer ROI

May 5, 2009DiriPark — Project Approval Presentation52 Project ROI

Funding Plan Phase 1 – SBIR Funding Agency – National Science Foundation – $ 100,000 Phase 2 – SBIR Funding Agency – $ 750,000 Phase 3 – Small Business Loan – Investors 53May 5, 2009DiriPark — Project Approval Presentation

54 Marketing Risks M1. Lack of customer interest M2. Not realizing project benefits M3. Poor target branding Technical Risks T1.Inaccurate predictive analysis T2.Inefficient display of data May 5, 2009DiriPark — Project Approval Presentation

55 M1. Lack of customer interest M2. Not realizing project benefits M3. Poor target branding T1.Inaccurate predictive analysis T2.Inefficient display of data Selective marketing (M1, M3) Prototyping trials (T1, T2) Historical data for predictive analysis (T1) Intuitive display (T2) Risk Mitigation May 5, 2009DiriPark — Project Approval Presentation

References #SourceSlide of Appearance 1US Department of TransportationUS Department of Transportation, January Baker Retailing InitiativeBaker Retailing Initiative, Wharton, UPenn, December 9, IBISWorldIBISWorld, March 20, May 5, 2009DiriPark — Project Approval Presentation

Who We Are 57 Mark Bullard Project Lead, Marketing Administrative Steven Murray Risk Mitigation Garnett Wilson Financial Specialist Technical Dominic Eldridge Software Developer Gabor Eszes Web Developer Thomas Suiter Hardware Specialist May 5, 2009DiriPark — Project Approval Presentation