Tiffany Emerson Manager Finance & Accounting ODU CS 410 Team Orange April 7, Sous Chef Milestone Presentation

Thursday, April 7, 2005Team Orange – Sous Chef2 Team Orange

Thursday, April 7, 2005Team Orange – Sous Chef3 Problem Problem characteristics Proposed solution Solution characteristics Solution components Solution pros and cons Management plan Risks SBIR phases Conclusion Q&A Outline

Thursday, April 7, 2005Team Orange – Sous Chef4 What’s for dinner? Dinner?

Thursday, April 7, 2005Team Orange – Sous Chef5 What’s for dinner?

Thursday, April 7, 2005Team Orange – Sous Chef6 Sally goes to McDonalds’ because …

Thursday, April 7, 2005Team Orange – Sous Chef7 Problem Statement Planning and shopping for meals is complicated due to lack of time, need for specialized meals and lack of knowledge. Problem

Thursday, April 7, 2005Team Orange – Sous Chef8 Problem characteristics Poor planning Lack of time Specialized meal requirements Lack of knowledge Sales, coupons, and member rewards Preparation of meals Nutrition Problem characteristics

Thursday, April 7, 2005Team Orange – Sous Chef9 Problem characteristics 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 Poor planning

Thursday, April 7, 2005Team Orange – Sous Chef10 Lack of time - Department of Labor, Women’s Bureau Who is planning meals?

Thursday, April 7, 2005Team Orange – Sous Chef11 Lack of time - Department of Labor, Women’s Bureau Lack of time

Thursday, April 7, 2005Team Orange – Sous Chef12 Lack of time Dual Income Families - Families and Work Institute Lack of time

Thursday, April 7, 2005Team Orange – Sous Chef13 Need specific meal plans Meal plans for high cholesterol, diabetes, diet, etc. Specialized meal requirements

Thursday, April 7, 2005Team Orange – Sous Chef14 Lack of knowledge “Many see the cost and confusion about nutrition as barriers to eating better.”

Thursday, April 7, 2005Team Orange – Sous Chef15 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 Budget conscious meal plans

Thursday, April 7, 2005Team Orange – Sous Chef16

Thursday, April 7, 2005Team Orange – Sous Chef17 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 Goal

Thursday, April 7, 2005Team Orange – Sous Chef18 Proposed Solution Sous Chef Proposed solution Reward Card

Thursday, April 7, 2005Team Orange – Sous Chef19 Sous Chef will… Sous Chef will provide grocery shoppers with: Shopper-specific recipes Recipe-specific coupons Complete customized shopping list Video-enhanced cooking directions Accompaniment suggestions Solution characteristics

Thursday, April 7, 2005Team Orange – Sous Chef20 Sous Chef will… Sous Chef will provide grocery stores with: Competition with restaurants and “fast food” Customers that shop at other stores Clear picture of shopping habits Opportunity to “build the basket” Solution characteristics

Thursday, April 7, 2005Team Orange – Sous Chef21 Sous Chef will not… Sous Chef will not: Prepare meals Purchase groceries Guarantee nutritious preparation of meals Control serving size of prepared meals Solution characteristics

Thursday, April 7, 2005Team Orange – Sous Chef22 What’s in the box? Hardware Kiosk(s) Printer(s) Server(s) Software Web GUI Database Kiosk software Sous Chef software What’s in the box?

Thursday, April 7, 2005Team Orange – Sous Chef23 System components Functional components

Thursday, April 7, 2005Team Orange – Sous Chef24 System Flow

Thursday, April 7, 2005Team Orange – Sous Chef25 Meal Planning Process Meal planning process

Thursday, April 7, 2005Team Orange – Sous Chef26 Interface Flow

Thursday, April 7, 2005Team Orange – Sous Chef27 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 Pros

Thursday, April 7, 2005Team Orange – Sous Chef28 Cons May create privacy issues

Thursday, April 7, 2005Team Orange – Sous Chef29 Management Management plan

Thursday, April 7, 2005Team Orange – Sous Chef30 Development Sous Chef database Client/server software GUI Screens Client/server interface Database/kiosk interface Based on future research Input and Output drivers Development plan

Thursday, April 7, 2005Team Orange – Sous Chef31 Frequency of Evaluation: 1. Every 3 months 2. as often as necessary Each phase will be evaluated based on the evaluation checklist for that phase. Technical Factor Marketing Factor Financial Factor Evaluation Checklist (Phase 0, 1, 2 or 3) Personnel Factor Administrative Factor Phase 0Phase 1Phase 2Phase 3 Evaluation plan

Thursday, April 7, 2005Team Orange – Sous Chef32 Marketing 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 Marketing plan

Thursday, April 7, 2005Team Orange – Sous Chef33 Marketing Secondary Target Market Grocery Chain(s) Why secondary market? Already have some meal planning Most directly compete with Wal-Mart Currently majority of sales Marketing plan

Thursday, April 7, 2005Team Orange – Sous Chef34 Grocery Sales Market Grocery sales market

Thursday, April 7, 2005Team Orange – Sous Chef35 Grocery Sales Market Target market (SALES IN MILLION $$) Sales % growth Sales % growth Sales % growth Traditional Grocers/Food Retailers Sales in South HR$ (1.13%) $ (1.83%) $ (3.09%) Wal-Mart Sales in South HR$118.4 (4.31%) $142.5 (20.35%) $174.5 (22.45%) -Progressive Grocer, December 2002

Thursday, April 7, 2005Team Orange – Sous Chef36 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.” - Marketing niche

Thursday, April 7, 2005Team Orange – Sous Chef37 Risk analysis Market niche

Thursday, April 7, 2005Team Orange – Sous Chef38 Marketing - 1 store Market strategy Supercenters:11 in HR

Thursday, April 7, 2005Team Orange – Sous Chef39 Marketing - 56 stores Market strategy Supercenters: 56 in Virginia

Thursday, April 7, 2005Team Orange – Sous Chef40 Marketing US Market strategy Supercenters: 1,713 in U.S.

Thursday, April 7, 2005Team Orange – Sous Chef41 Kiosk growth - Frost & Sullivan Summit Research Associates 2003

Thursday, April 7, 2005Team Orange – Sous Chef42 Kiosk usage breakdown Kiosk usage -

Thursday, April 7, 2005Team Orange – Sous Chef43 Risks 1.Customer disinterest 2.Technically adverse shoppers 3.Schedule 4.Cost 5.Competition 6.Theft 7.Damage Risks

Thursday, April 7, 2005Team Orange – Sous Chef44 Risk analysis Risks analysis

Thursday, April 7, 2005Team Orange – Sous Chef45 Technical issues 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 Utilize existing resources (COTS) Risk management plan

Thursday, April 7, 2005Team Orange – Sous Chef46 Technical issues Database integration Network security Hardware interface Technical issues

Thursday, April 7, 2005Team Orange – Sous Chef47 Schedule overview

Thursday, April 7, 2005Team Orange – Sous Chef48 Phase 0 - Organization

Thursday, April 7, 2005Team Orange – Sous Chef49 ghant Phase 0 - Schedule

Thursday, April 7, 2005Team Orange – Sous Chef50 Phase 1 Phase 1 - Organization

Thursday, April 7, 2005Team Orange – Sous Chef51 ghant Phase 1 - Schedule

Thursday, April 7, 2005Team Orange – Sous Chef52 Phase 2 Phase 2 - Organization

Thursday, April 7, 2005Team Orange – Sous Chef53 ghant Phase 2 - Schedule

Thursday, April 7, 2005Team Orange – Sous Chef54 Phase 3 - Organization

Thursday, April 7, 2005Team Orange – Sous Chef55 ghant Phase 3 - Schedule

Thursday, April 7, 2005Team Orange – Sous Chef56 Funding Plan - cost personnel 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

Thursday, April 7, 2005Team Orange – Sous Chef57 Funding Plan - cost staff Staffing requirements

Thursday, April 7, 2005Team Orange – Sous Chef58 Funding Plan - cost hardware Hard resources

Thursday, April 7, 2005Team Orange – Sous Chef59 Funding Plan - projected budget Project budget

Thursday, April 7, 2005Team Orange – Sous Chef60 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) Future Plans

Thursday, April 7, 2005Team Orange – Sous Chef61 What’s for dinner? Dinner? What’s for dinner?

Thursday, April 7, 2005Team Orange – Sous Chef62 Sally goes to store… What type of meal? Sally goes to the store Diet specific? Please, select from These recipes. Print! Reward Card

Thursday, April 7, 2005Team Orange – Sous Chef63

Thursday, April 7, 2005Team Orange – Sous Chef64 Revisit hook What’s for dinner?

Thursday, April 7, 2005Team Orange – Sous Chef65 Conclusion Reward Card

Thursday, April 7, 2005Team Orange – Sous Chef66 References References

Thursday, April 7, 2005Team Orange – Sous Chef67 Appendix A.All Recipe’s cost analysis B.Sous Chef database size estimate C.Work breakdown sheets D.Sous Chef GUI screens

Thursday, April 7, 2005Team Orange – Sous Chef68 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 $4,000/month 1 yr. Agreement 1 yr. Agreement 1 yr. Agreement <= 50 articles <= 100 articles <= 150 articles $1,000/month $2,000/month $3,000/month 1 yr. Agreement 1 yr. Agreement 1 yr. Agreement 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 Trusted seasonal, healthy, and holiday articles Consistent format, voice, and language developed by our staff of professional editors Appendix A -

Thursday, April 7, 2005Team Orange – Sous Chef69 Database Size estimate Appendix B Database Size Estimate

Thursday, April 7, 2005Team Orange – Sous Chef70 wbs Appendix C - Phase 0