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1
Adam Sampson
Technical Development & Research Lead
ODU CS 410
Team Orange
March 23, 2005
Sous ChefFeasibility Presentation
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Team Orange
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• Problem• Problem characteristics• Proposed solution• Solution characteristics and
components• Solution pros and cons• Target market• Management issues• Technical issues• Resource issues• Q&A
Outline Outline
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What’s for dinner?What’s for dinner?
Dinner?
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What’s for dinner?What’s for dinner?
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Sally goes to McDonalds’Sally goes to McDonalds’
because…
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Problem
Meal planning and shopping is problematic and complicated due
to lack of time and knowledge.
Characteristics
• Poor planning• Lack of time• Need specific meal plans• Lack of knowledge
Problem
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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
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Lack of time
81
91
76
78
80
82
84
86
88
90
92
Hours Spent at Work
1977
2002
Dual Earning Couples (with children)
- Families and Work Institute
Lack of time
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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
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Need specific meal plans
Meal plans for high cholesterol, diabetes, diet, etc.
Need specific meal plans
- Food Marketing Institute
87%
13%
Health ConsciousNot Concerned
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Lack of knowledgeLack of knowledge
- http:/ / www.factsfiguresfuture.com/ archive/ october_2004.htm
60%
40%ConfusedNot Confused
“Many see the cost and confusion as barriers to eating better.”
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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
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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
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Proposed Solution
• Sous Chef
Proposed solution
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Meal Planning ProcessMeal planning process
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Functional DiagramSous Chef components
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What’s in the box?
• Hardware• Kiosk(s)• Shopping cart
device(s)• Server(s)• Printer(s)
• Software• Web GUI• Database
What’s in the box?
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Sous Chef will…
• Provide grocery shoppers with:• Shopper-specific recipes• Recipe-specific coupons• Complete customized shopping list• Video-enhanced cooking directions• Accompaniment suggestions (desserts,
wines)
Sous Chef will…
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Sous Chef will not…
• Prepare meals• Purchase groceries• Guarantee nutrition of prepared
meals• Control serving size of prepared
meals
Sous Chef will not…
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Competition matrixCompetition Matrix
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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
Target market
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Grocery Sales Market
- Supermarketguru.com
83%
11%3% 3%
Grocery Stores
Super-Centers
Warehouse Club Stores
Other
Grocery Sales market
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Kiosk growthKiosk growth
- Frost & Sullivan Summit Research Associates 2003
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Kiosk usage breakdownKiosk usage breakdown
- http://www.coinstar.com
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Survey resultsSoft poll conclusionsSurvey results: 52% plan meals, 76% will use Sous Chef.
They will most likely use the system because…
- Group survey (50 participants)
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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
Pros
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Cons Cons
• May create privacy issues
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Risks
1. Customer disinterest (high cost, in-house development)
2. Technically adverse shoppers3. Schedule (development and
implementation)4. Cost (development and maintenance)5. Competition6. Theft7. Damage
Risks
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Risk analysisRisks analysis
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Technical issues
• Database integration• Network security• Hardware interface
Technical issues
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Management issuesManagement structure
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What’s for dinner?
Dinner?
What’s for dinner?
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Sally goes to store…
What type of meal?
Sally goes to the store
Diet specific?
Please, select fromThese recipes.
Print!
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Revisit hookWhat’s for dinner?
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ConclusionConclusion
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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
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Appendix Appendix
A. Organizational chart
B. Functional component Diagram
C. Competition matrix
D. Output competition matrix
E. Cost Summary
F. Preliminary recipe output
G. Sous Chef Survey