1 Final Presentation May 03, 2005 Tiffany Emerson Financial and Accounting Lead Old Dominion...

1

Final PresentationMay 03, 2005

Tiffany EmersonFinancial and Accounting LeadOld Dominion University, CS 410Team Orangehttp://www.cs.odu.edu/~cpi/cpi-s2005/souschef

Tuesday, May 03, 2005 Team Orange – Sous Chef 2

What’s for dinner?

Dinner?




Sally goes to McDonalds’

because…


Problem statement

Grocery stores do not provide in-store meal planning assistance to the

unprepared shopper.


• Problem– Problem characteristics

• Proposed solution– Solution characteristics– Solution components

• Management plans• SBIR phases• Conclusion

Outline


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


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


Who is planning meals?

- Department of Labor, Women’s Bureau

Planning, preparing and cooking meals

75%

25%

OthersWomen


Why no planning?

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

omen

- Department of Labor, Women’s Bureau


Why no planning?

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


Specialized meal requirements

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

- Food Marketing Institute

87%

13%

Health ConsciousNot Concerned


Nutrition uncertainty

- 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 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


Budget conscious shoppers


Goal

Provide grocery stores with a meal planning tool that will allow shoppers

to plan their meals in the store.


Objectives

• Build a robust database • Develop database processes• Create UI software• Integrate with grocery store database• Market product


Proposed solution – Sous Chef

Sous Chef


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


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


What’s in the box?

• Hardware- Kiosk(s)

- Server(s)

• Software- Web GUI

- Database

- Kiosk software

- Sous Chef software


Meal planning process


System 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




Management plan overview

Evaluation Plan Marketing Plan

Scheduling Plan Funding Plan

Staffing Plan Risk Management Plan

Project Management Plan


Management plan

• Oversee personnel– Develop plan– Review progress– Reassess plan

• Coordinate scheduling between– Personnel– Processes– Tasks

• Communication– Twice-weekly meetings– Web based communication


Frequency of evaluation: Every 3 months or 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 plan

• Primary target market- Wal-Mart Supercenter(s)

• Why Wal-Mart?- Lack of meal planning on website- Supercenter food sales growing- Interactive webpage for other services- Self check out kiosk


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


Grocery sales market

- Supermarketguru.com

Super-Centers11%

Warehouse Club Stores

3%

Other3%

Grocery Stores83%

Grocery Stores

Super-Centers

Warehouse Club Stores

Other


Target market

0%

5%

10%

15%

20%

25%

2000 2001 2002

The Sales Growth Story

Traditional Grocers

Wal-Mart

-Progressive Grocer, December 2002


Target 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%

-Progressive Grocer, December 2002


Marketing niche

“The average shopper shops at 2.2 [different] stores each week to obtain all their items…”

- http://www.supermarketguru.com


Market competition


Phase 3 marketing plan - Year 1

Supercenters: 11 in HR



Supercenters: 54 in Virginia



Supercenters: Over 800 stores


Phase 3 marketing plan - 4+ years

Supercenters: 1,713 in U.S.


Kiosk growth

- Frost & Sullivan Summit Research Associates 2003


Kiosk usage

- http://www.coinstar.com


Risks

1. Database integration

2. Database performance

3. Database scalability

4. Test data consistency

5. FDA guideline changes

6. Database storage


Risks analysis


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


Schedule overview


Phase 0 - Personnel


Phase 0 - Schedule


Phase 1 - Personnel


Phase 1 - Schedule


Phase 1 - Budget


Phase 2 - Personnel


Phase 2 - Schedule


Phase 2 - Budget


Phase 3 - Personnel


Phase 3 - Schedule


Phase 3 – Budget


Total Budget


Projected income


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


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)



Dinner?


Sally goes to the store…

What type of meal?

Diet specific?

Please, select fromThese recipes.

Print!

Sous Chef





Conclusion

Sous Chef


Appendix

• Additional diagrams• SBIR table of contents• SBIR appendices

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