Adam Sampson Technical Development & Research Lead ODU CS 410 Team Orange March 23, 2005 1 Sous Chef Feasibility Presentation

1

Adam Sampson

Technical Development & Research Lead

ODU CS 410

Team Orange

March 23, 2005

Sous ChefFeasibility Presentation

Thursday, March 23, 2005

Team Orange – Sous Chef 2

Team Orange



• 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



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

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



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



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



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



Need specific meal plans

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

Need specific meal plans

- Food Marketing Institute

87%

13%

Health ConsciousNot Concerned



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.”



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



Meal Planning ProcessMeal planning process



Functional DiagramSous Chef components



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?



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…



Sous Chef will not…

• Prepare meals• Purchase groceries• Guarantee nutrition of prepared

meals• Control serving size of prepared

meals

Sous Chef will not…



Competition matrixCompetition Matrix



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



Grocery Sales Market

- Supermarketguru.com

83%

11%3% 3%

Grocery Stores

Super-Centers

Warehouse Club Stores

Other

Grocery Sales market



Kiosk growthKiosk growth

- Frost & Sullivan Summit Research Associates 2003



Kiosk usage breakdownKiosk usage breakdown

- http://www.coinstar.com



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)



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



Cons Cons

• May create privacy issues



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



Risk analysisRisks analysis



Technical issues

• Database integration• Network security• Hardware interface

Technical issues



Management issuesManagement structure



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!





Revisit hookWhat’s for dinner?



ConclusionConclusion



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. Organizational chart

B. Functional component Diagram

C. Competition matrix

D. Output competition matrix

E. Cost Summary

F. Preliminary recipe output

G. Sous Chef Survey

Documents

Adam Sampson Technical Development & Research Lead ODU CS 410 Team Orange March 23, 2005 1 Sous Chef Feasibility Presentation