tiffany emerson manager finance & accounting odu cs 410 team orange april 7, 2005 1 sous chef...

1

Tiffany Emerson

Manager Finance & Accounting

ODU CS 410

Team Orange

April 7, 2005

Sous ChefMilestone Presentation

Thursday, April 7, 2005 Team Orange – Sous Chef 2

Team Orange


• Problem• Problem characteristics

• Proposed solution• Solution characteristics• Solution components • Solution pros and cons

• Management plan• Risks• SBIR phases• Conclusion• Q&A

Outline Outline


What’s for dinner?What’s for dinner?

Dinner?


What’s for dinner?What’s for dinner?


Sally goes to McDonalds’Sally goes to McDonalds’

because…


Problem Statement

Planning and shopping for meals is complicated due to lack of time, need for specialized meals and lack of knowledge.

Problem


Problem characteristics

• Poor planning• Lack of time• Specialized meal requirements• Lack of knowledge

• Sales, coupons, and member rewards

• Preparation of meals• Nutrition




• 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


Lack of time

- Department of Labor, Women’s Bureau

Who is planning meals?

Planning, preparing and cooking meals

75%

25%

Others

Women


Lack of time

Women In the Workforce(with children under 18)

56.6

64.7

69.7

72.9

55

57

59

61

63

65

67

69

71

73

75

1980

1982

1985

1987

1990

1992

1995

1997

2000

% o

f W

om

en

- Department of Labor, Women’s Bureau

Lack of time


Lack of time

81

91

76

78

80

82

84

86

88

90

92

Hours Per Week at Work

1977

2002

Dual Income Families

- Families and Work Institute

Lack of time


Need specific meal plans

Meal plans for high cholesterol, diabetes, diet, etc.

Specialized meal requirements

- Food Marketing Institute

87%

13%

Health ConsciousNot Concerned


Lack of knowledgeLack of knowledge

- http:/ / www.factsfiguresfuture.com/ archive/ october_2004.htm

60%

40%Confused

Not Confused

“Many see the cost and confusion about nutrition as barriers to eating better.”


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


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


Proposed Solution

• Sous Chef

Proposed solution

RewardCard


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


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”



Sous Chef will not…

• Sous Chef will not:• Prepare meals• Purchase groceries• Guarantee nutritious preparation of

meals• Control serving size of prepared

meals



•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?


System componentsFunctional components


System FlowSystem Flow

Get Customer ID

Customer ID

SpecialsInventoryCoupon

Query:- Recipe Category- Diet Choice- Recipe Type-Time-Difficulty

Summary Query Results

Customer ID

SousChef

Database

Sous ChefData

Process

SummaryData

Process

Grocery Store DataAnalysis

Grocery Store

Database

ScheduledReport III

DataSummary

File

Customer ID

Stored Plan

Top 10 Recipe Results

Stored Preferences

Grocery Store

Sous ChefWeb GUI

BarCode

Reader Kiosk Printer

ReportsRecipe

Shop ListMeal PlanCoupons

Kiosk

RecipesMeal Plans

Shopping ListCoupons

SuggestionsCustomer swipes Card

Name / Password

`

Home


Meal Planning ProcessMeal planning process


Interface FlowInterface FlowWeb GUI Screen IWelcome Screen

- Swipe Card

- Enter Name

- Skip

Web GUI Screen IIUser Options

- Access Stored Plan & Reports

- Plan Meal

Web GUI Screen IIIRecipe Category

- Entree- Appetizer- Side Dish- Dessert- Salad- Soup- Sauces / Gravy- Back

Web GUI Screen IVDiet Preferences

- Weight Watchers- Low Carb- Atkins- South Beach- Low Sodium- Diabetic- Low Fat- Use All Store Settings- None- Back

Web GUI Screen VIRecipe Type

- Beef- Poultry- Pork- Seafood- Vegetarian- None- Back

Web GUI Report ISelect Recipe

List Top 10 Recipes

Displayed

Web GUI Screen VTime & Difficulty

- Easy- Moderate- Expert

Web GUI Screen VIIPrint Options

- Recipe- Shopping List- Meal Plan- Coupons- Print All- Back

- Super Quick (<15)- Quick (<30)- None- Back

- Select Recipe(s)- Back

Web GUI Report IIDisplay Recipe

Display Recipe(s)

- Store Recipe- Store My Preferences- Select New Recipe- View Add on Suggestions- Print Options- Back

Report IV

Report V

Report VI

Report VII

Web GUI Report VIIISelect Add-Ons

List Top 10 Suggestions

- Select Recipe(s)- Back

4/2/2005

Sous Chef Interface Flow Diagram


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


Cons Cons

• May create privacy issues


ManagementManagement plan

Development Plan Evaluation Plan

Marketing Plan Scheduling Plan

Financial Plan Organizational Plan

Risk Management Plan

Management Plan


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


Frequency of Evaluation: 1. Every 3 months2. 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 0 Phase 1 Phase 2 Phase 3

Evaluation plan


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


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


Grocery Sales Market

- Supermarketguru.com

-SuperCenters

11%

Warehouse Club Stores

3%

Other3%

Grocery Stores83%

Grocery Stores

Super-Centers

Warehouse Club Stores

Other

Grocery sales market


Grocery Sales MarketTarget market (SALES IN MILLION $$)

2000 2001 2002Sales % growth Sales % growth Sales % growth

Traditional Grocers/FoodRetailersSales in South HR $2063.6 (1.13%) $2101.5 (1.83%) $2166.5 (3.09%)

Wal-MartSales in South HR $118.4 (4.31%) $142.5 (20.35%) $174.5 (22.45%)

0%

5%

10%

15%

20%

25%

2000 2001 2002

The Sales Growth Story

TraditionalGrocersWal-Mart

-Progressive Grocer, December 2002


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.”

- http://www.supermarketguru.com

Marketing niche


Risk analysisMarket niche


Marketing - 1 storeMarket strategy

Supercenters: 11 in HR


Marketing - 56 storesMarket strategy

Supercenters: 56 in Virginia


Marketing USMarket strategy

Supercenters: 1,713 in U.S.


Kiosk growthKiosk growth

- Frost & Sullivan Summit Research Associates 2003


Kiosk usage breakdownKiosk usage

- http://www.coinstar.com


Risks

1. Customer disinterest 2. Technically adverse shoppers3. Schedule4. Cost5. Competition6. Theft7. Damage

Risks


Risk analysisRisks analysis

1 2 3 4 5

5

4

3

2

1


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


Technical issues

• Database integration• Network security• Hardware interface

Technical issues


Schedule overviewSchedule overview

ID Task Name Start Finish DurationQ1 06Q2 05 Q3 05 Q4 05Q1 05

SepJan JulMay Dec JanAug NovAprFeb Oct FebMar Jun

1 12.29w4/7/20051/12/2005Phase 0

2 10.14w11/5/20058/27/2005Phase 1

3 14.57w2/14/200611/5/2005Phase 2

4 4.14w3/14/20062/14/2006Phase 3


Phase 0 - OrganizationPhase 0 - Organization


ghant Phase 0 - Schedule


Phase 1Phase 1 - Organization


Phase 2Phase 2 - Organization


Phase 3 - OrganizationPhase 3 - Organization


Funding Plan - cost personnelFunding 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


Funding Plan - cost staffStaffing requirements


Funding Plan - cost hardwareHard resources

Phase 1Item Price Quantity TotalDevelopment HardwareDesktop 560.00$ 1 560.00$ Printer 800.00$ 1 800.00$ Cable 90.00$ 1 90.00$ Monitor 300.00$ 1 300.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 3,065.00$

Implementation SoftwareSQL bundle 4,794.00$ 1 4,794.00$ OS bundle 1,918.00$ 1 1,918.00$ Visual C#.NET 109.00$ 1 109.00$ Subtotal 6,821.00$

Simulated In Store HardwareKiosk/Labtop 3,316.00$ 1 3,316.00$ Cable 160.00$ 1 160.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 4,791.00$ TOTAL 14,677.00$

Phase 2Item Price Quantity TotalDevelopment HardwareDesktop 560.00$ 10 5,600.00$ Printer 800.00$ 1 800.00$ Cable 90.00$ 1 90.00$ Monitor 300.00$ 10 3,000.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 10,805.00$

Implementation HardwareServer 2,210.00$ 6 13,260.00$ Firewall 825.00$ 1 825.00$ Cable 7.00$ 12 84.00$ Subtotal 14,169.00$

In Store HardwareKiosk 2,295.00$ 2 4,590.00$ Cable 160.00$ 2 320.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 6,225.00$ TOTAL 31,199.00$

Phase 3Item Price Quantity TotalDevelopment HardwareDesktop 560.00$ 10 5,600.00$ Printer 800.00$ 1 800.00$ Cable 90.00$ 1 90.00$ Monitor 300.00$ 10 3,000.00$ Server 1,315.00$ 1 1,315.00$ Subtotal 4,405.00$

Implementation HardwareServer 2,210.00$ 6 13,260.00$ Firewall 825.00$ 11 9,075.00$ Cable 7.00$ 144 1,008.00$ Subtotal 23,343.00$

In Store HardwareKiosk 2,010.00$ 22 44,220.00$ Cable 160.00$ 22 3,520.00$ Server 1,315.00$ 11 14,465.00$ Subtotal 62,205.00$ TOTAL 89,953.00$


Funding Plan - projected budgetProject budget


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


What’s for dinner?

Dinner?

What’s for dinner?


Sally goes to store…

What type of meal?

Sally goes to the store

Diet specific?

Please, select fromThese recipes.

Print!

RewardCard


Revisit hookWhat’s for dinner?


ConclusionConclusion

RewardCard


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.ht

ml• http://www.baselinemag.com/print_article2/0,2533,a=118634,00.asp

References


Appendix Appendix

A. All Recipe’s cost analysis

B. Sous Chef database size estimate

C. Work breakdown sheets

D. Sous Chef GUI screens


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

-http://allrecipes.com/


Database Size estimateAppendix B

Recipes 10,000Recipe Text Size 2kRecipe Picture Size 20k

220 MBCustomer Stored Preferences 800 MBCustomer Stored Plans 800 MBOther 180 MBDatabase Size Estimate 2 GB

Database Size Estimate


wbs Appendix C - Phase 0ID Task Name Start Finish

Feb 2005 Mar 2005 Apr 2005

2/6 2/13 2/20 2/27 3/6 3/13 3/20 3/27 4/3

1 2/10/20052/8/2005Initial Concept

2 3/3/20052/10/2005Feasability of project

3 3/3/20052/20/2005Research

4 2/21/20052/20/2005Technical research

5 2/24/20052/20/2005Market research

6 2/24/20052/20/2005Financial research

7 2/21/20052/20/2005Personnel

8 2/24/20052/20/2005Components

9 2/22/20052/20/2005Competition research

10 2/20/20052/20/2005Identify risks

11 2/20/20052/20/2005Technical risks

12 2/20/20052/20/2005Marketing risks

13 2/20/20052/20/2005Financial risks

14 3/3/20053/2/2005Feasability presentation

15 4/7/20053/3/2005Milestones

16 3/6/20053/5/2005Documentation

17 4/7/20054/6/2005Milestone Presentation

18 3/11/20053/6/2005SBIR

19 4/9/20054/7/2005Approval process

20 4/8/20054/8/2005Refine documentation

21 4/9/20054/8/2005SBIR

22 4/7/20054/7/2005Final presentation

4/10

tiffany emerson manager finance & accounting odu cs 410 team orange april 7, 2005 1 sous chef...

Documents

notsous chef

budget conscious meal

interactive meal planning

grocery stores

specialized meals

department of labor

shoppers list price

womens bureauwho