CS 410 The MatchMaker Project

08 December 2003 CS 410 (SBIR Approval) 1

The

MatchMaker

CS 410The MatchMaker Project

SBIR Approval Presentation

08Dec03Presented by Craig Gilkey, Nick Hundstad, & Michael

Urban http:www.cs.odu.edu/~mpereras/CS410web.html


The

MatchMaker

The Single’s Dilemma


The

MatchMaker

Problem Statement Single people routinely attend

social gatherings for the purpose of meeting others with similar interests.

This purpose is significantly hampered by a lack of basic compatibility based dating services at these social functions.


The

MatchMaker

Social Gatherings for Singles

Bars and Clubs Cruises and Resorts Group Oriented Social Activities

Ex. Masons, Christian Singles Groups, Jaycees


The

MatchMaker

Characteristics of the Problem

Need for Rapid Communication Compatibility Matching


The

MatchMaker

Rapid Communication Single at a bar/social gathering:

On average, 3.3 hours trying to meet someone (MSNBC, 2003)

‘Time constraints are the main reason for going into a dating service’ (Shipp, 2003)

78% of online dating service customers: ‘speed of (internet dating) service was a primary consideration’ (Jupiter, 2003)


The

MatchMaker

Compatibility Lack of Compatibility is a

key factor in unsuccessful relationships (Dixon, 2003)

Long term relationships need compatibility (Warren, 2003)

‘Most online dating services use compatibility to match’ (MSNBC, 2003)

Monica Godfrey and Andrew Lehrer met online. (Photo: CBS)


The

MatchMaker

Need for Compatibility: U.S. Census


The

MatchMaker

Singles on Cruise Ships A ‘limited or nonexistent

perspective as to who they are compatible with’ (Motter, Campbell, 2003)

10 major cruise lines carried 7.6 million passengers on 3,575 different cruises in 2002 (Garrison, 2003)

Of these, 54% were single

From Carnival Cruise Lines (2003)


The

MatchMaker

Match-up methods underway Singles on Cruise

Ships, 83% had used available ‘match-up’ methods set up by the ship (Campbell, 2003) Cocktail Hour and

Meet and Greet socials (Travelocity, 2003)

NO Compatibility match-up

Pic of the Americana Lounge on The

Carnival Sensation

(Carnival, 2003)


The

MatchMaker

The Bottom Line At social gatherings, singles

need a compatibility based dating service that utilizes both portability and fast communication


The

MatchMaker

Our Societal Goal The MatchMaker Project

intends to create more compatible relationships between singles by incorporating portability and fast data transfer into a dating service.


The

MatchMaker

Our Product Goal Design a handheld Bluetooth™ device

capable of meeting the societal goals Others with Similar interest via Rapid

Communication and Portability Cheaper than current solutions Does not require Cell Phone Towers

Initial Market: Cruise Lines, NCL and Carnival

By January 2005 (before Spring Break) Future Market: General Public

By August 2005


The

MatchMaker

The MatchMaker will have the look and feel of a cell phone


The

MatchMaker

Range of Bluetooth


The

MatchMaker


The

MatchMaker


The

MatchMaker


The

MatchMaker


The

MatchMaker

Name NickGender maleAge 22Marital Status Single - never marriedBody Type AthleticHeight 6'Eyes BlueHair BolndEthnicity caucasionSmoking noDrinking SociallyHave Kids noWant (more) kids don’t knowEducation Some CollegeEmployment Status StudentOccupation Student/ComputerrelatedIncome less than $25,000Religion ChristianAttend Services RarelyPolitical Views Middle of the roadAstrology TaurusLanguages English

Compare Data

About My Match CriticalGender preferences Y woman seeking manAge Y 18-25Marital Status N Single - never marriedBody Type N slim,average,athleticHeight N 5'5"- 6'3"Eyes N anyHair N anyEthnicity N caucasianSmoking N noDrinking N noHave Kids N anyWant(more)kids N yes,don't knowEducation N highschool or beyondEmployment Status N Full-time,Part-time,Self-employed,StudentOccupation N anyIncome N anyReligion Y Christian,None/AgnosticAttend Services Y weeklyPolitical Views N anyAstrology N anyLanguages N English


The

MatchMaker


The

MatchMaker

Name NickGender maleAge 22Marital Status Single - never marriedBody Type AthleticHeight 6'Eyes BlueHair BolndEthnicity caucasionSmoking noDrinking SociallyHave Kids noWant (more) kids don’t knowEducation Some CollegeEmployment Status StudentOccupation Student/ComputerrelatedIncome less than $25,000Religion ChristianAttend Services RarelyPolitical Views Middle of the roadAstrology TaurusLanguages English

Compare Data

About My Match CriticalGender preferences Y woman seeking manAge Y 18-25Marital Status N Single - never marriedBody Type N slim,average,athleticHeight N 5'5"- 6'3"Eyes N anyHair N anyEthnicity N caucasianSmoking N noDrinking N noHave Kids N anyWant(more)kids N yes,don't knowEducation N highschool or beyondEmployment Status N Full-time,Part-time,Self-employed,StudentOccupation N anyIncome N anyReligion Y Christian,None/AgnosticAttend Services N weeklyPolitical Views N anyAstrology N anyLanguages N English


The

MatchMaker


The

MatchMaker


The

MatchMaker

Prototype Decide on how the database will look Create computer end input Software /

GUI Decide on how Matchmakers will

analyze the database / exchange information

Make software to run on a PC the way it would run on MatchMaker Device


The

MatchMaker

Proof of Concept– Phase 1

Test 1 Use computer GUI screens to create

two test profiles Set up two computers with Bluetooth

devices run through simulated MatchMaker link and exchange of databases


The

MatchMaker


The

MatchMaker

Test 3 Test functionality when 9

MatchMakers come in contact with each other at once


The

MatchMaker

Innovation Although compatibility matching

has already been implemented, the portability is a new solution to the real-time dating issue


The

MatchMaker

Management Plan 4 Phases of Organization

Phase 0: Project Conception (77 days) Phase 1: Feasibility/ Prototype (111 days) Phase 2: Plan-Detailed Specifics (212

days) Phase 3: Production Phase (127 days)

Program Duration: 527 days [End of Production… August 2005]


The

MatchMaker

Funding Plan Based on…

Staff Salaries SBIR Funding

(Phases 1 & 2) Through National

Science Foundation Required Resources Time Until Phase

Completion


The

MatchMaker

Phase 0 Project Staff


The

MatchMaker

Phase 0 Personnel MatchMaker Research Team (MMR)

Project Manager Overall Planning and Operations

R&D Manager Prototype Development and Engineering

Staff Marketing Manager

Beta Test (Phase 2), Cruise Line Relations Web Designer/Legal Consultant

Contractual Analysis and Web Site


The

MatchMaker

Phase 0 Tasks & Deliverables

TasksDays

Start Date

End Date

Initial Conception5 09/04/0

309/09/03

Solution and Problem Research20 09/09/0

309/29/03

Primary Feasibility Research20 10/01/0

310/20/03

Feasibility Documentation20 10/01/0

310/20/03

Feasibility Presentation1 10/28/0

310/28/03

Market Research and Analysis10 10/29/0

311/09/03

Milestone Documentation15 11/01/0

311/16/03

Milestone Presentation1 11/12/0

311/12/03

Web Page Development20 10/28/0

311/27/03

Final Proposal Review20 11/10/0

311/30/03

Approval Presentation 1 12/8/03 12/8/03

Final Web Page Review 1 12/8/03 12/8/03

Phase 2 SBIR Documentation Review

112/8/03 12/8/03

Length: 77 days/ ODU Fall (2003) Semester

Phase 0 Deliverables Feasibility Milestones SBIR Approval for

Phase 2 MatchMaker Web

Page


The

MatchMaker



The

MatchMaker

Phase 1 Personnel MatchMaker Future Development

Team (MMFD) CpE (Hardware Programming

Engineer) Prototype hardware programming

Software Testers (2) College Students Low-end Software Testing (Phase 1 & 2) General Office Work


The

MatchMaker


Length: 111 days/ ODU Spring (2004) Semester

Phase 1 Deliverables Prototype Design Independent Market

Research Initial Software

Testing SBIR Approval for

Phase 2

TasksDay

sStart Date

End Date

Software Design 45 12/15/03 2/15/04

Prototype Hardware Design 45 12/15/03 2/15/04

Software Development: Java Applet

431/15/04 3/15/04

Hardware Design Testing 15 2/18/04 3/5/04

Prototype Hardware Review 5 3/6/04 3/11/04

Software Development: USB 43 1/15/04 3/15/04

Software Testing 20 3/19/04 4/8/04

Software Review 4 4/9/04 4/13/04

Prototype Integration 6 4/15/04 4/21/04

Prototype Testing 5 4/23/04 4/28/04

Prototype Integration Review 2 4/29/04 4/30/04

Updated Marketing Plan Review 1 3/15/04 3/15/04

Phase 2 SBIR Write Up 5 4/10/04 4/14/04

Phase 2 SBIR Documentation Review

14/15/04 4/15/04

SBIR Presentation 1 5/15/04 5/15/04


The

MatchMaker

Phase 1 Budget

Phase 1 Budget $99,927.40

29%

7%

11%12%

12%

12%

1%2%

2%2%0%

10%

Hardware Engineer III

Software Testers

Nicholas Hundstad

Craig Gilkey

Mike Urban

Mike Pereras

Laptops

Development

Workstation

Server (linux)

Bluetooth USB interface

Microsoft Developer Kit


The

MatchMaker

Phase 1 Budget Items

SBIR Funding Request : $99,927.40 ($100,000)

Phase 1 - 4 Months Units Salaries/ Cost With Benefits Total for Time4

Hardware Engineer III 1 64,313.00$ 90,038.20$ 30,012.73$ Software Testers 2 10,000.00$ 20,000.00$ 6,666.67$ Nicholas Hundstad 1 24,000.00$ 33,600.00$ 11,200.00$ Craig Gilkey 1 24,000.00$ 33,600.00$ 11,200.00$ Mike Urban 1 24,000.00$ 33,600.00$ 11,200.00$ Mike Pereras 1 24,000.00$ 33,600.00$ 11,200.00$ Laptops 2 1,000.00$ 2,000.00$ Development 1 2,000.00$ 2,000.00$ Workstation 4 600.00$ 2,400.00$ Server (linux) 1 2,000.00$ 2,000.00$ Bluetooth USB interface 2 24.00$ 48.00$ Microsoft Developer Kit 1 10,000.00$ 10,000.00$

99,927.40$


The

MatchMaker



The

MatchMaker

Phase 2 Personnel Expanded MMFD (Phase 2)

Mechanical Engineer Physical Device Design, Shock Testing

Marketing/Cruise Consultant Sales Contract, Marketing, Beta Test

Legal Consultant FCC Compliance, Contracts


The

MatchMaker


Length: 212 days/ ODU Summer (2004) Semester

Phase 2 Deliverables Preliminary Sales

Contracts Cruise Line

Questionnaire Testing (HW/SW)

Shock On-Site Testing

TasksDay

sStart Date

End Date

Budget Analysis for Phase 1 60 05/15/04 07/15/04

Training Guidelines for Maintenance Personnel

1506/20/04 07/05/04

Software Testing 210 5/16/04 12/16/04

Hardware (Shell) Construction 144 5/30/04 10/24/04

Construct Cruise Line Questionnaire

457/01/05 8/16/05

Preliminary Product Sales Contract

4505/30/04 07/14/04

Market Analysis: Open Sale 120 07/01/04 10/01/04

Test Analysis 30 12/01/04 01/01/04

Final Pre-Production Product Review

1001/01/05 01/15/05


The

MatchMaker

Phase 2 BudgetPhase 2 Budget $413,270.27

12%

15%

13%

21%3%

5%

5%

5%

5%0%1%2%

5%8%

Mechanical Engineer II


Contract Administrator/ MarketingConsultantLegal Consultant/ Attorney

Software Testers

Nicholas Hundstad

Craig Gilkey

Mike Urban

Mike Pereras

Laptops

Development

Bluetooth Developer Kit

Travel Expenses

Trial Product


The

MatchMaker

Phase 2 Budget Items

SBIR Funding: $413,270.27 ($750,000)

Phase 2 - 8 Months Units Salaries/ Cost With Benefits Total for Time8

Mechanical Engineer II 1 57,624.00$ 80,673.60$ 53,782.40$ Hardware Engineer III 1 64,313.00$ 90,038.20$ 60,025.47$ Contract Administrator/ Marketing Consultant1 59,830.00$ 83,762.00$ 55,841.33$ Legal Consultant/ Attorney 1 92,719.00$ 129,806.60$ 86,537.73$ Software Testers 2 10,000.00$ 20,000.00$ 13,333.33$ Nicholas Hundstad 1 24,000.00$ 33,600.00$ 22,400.00$ Craig Gilkey 1 24,000.00$ 33,600.00$ 22,400.00$ Mike Urban 1 24,000.00$ 33,600.00$ 22,400.00$ Mike Pereras 1 24,000.00$ 33,600.00$ 22,400.00$ Laptops 2 1,000.00$ 2,000.00$ Development 2 2,000.00$ 4,000.00$ Bluetooth Developer Kit 1 10,000.00$ 10,000.00$ Travel Expenses 1 20,000.00$ 20,000.00$ Trail Product 150 121.00$ 18,150.00$

413,270.27$


The

MatchMaker



The

MatchMaker

Phase 3 Personnel Extended MMFD (Phase 3)

Maintenance Technicians Train other technicians that the Cruise

Lines provide Sanitation Basic Repair

HW Outsource: EIMO


The

MatchMaker

Phase 3: Outsourcing Contract


The

MatchMaker

Why We Chose EIMO Injection Molding Facilities

Rapid Prototyping Facilities (in U.S.) State-of-art Robotics (Staubli TM) Bluetooth Capable

Avoidance of Overseas Tariffs, Shipping +$8.85 apiece, +~6 months deliver time

Cost per Unit (includes shipping and packaging costs): $13.25 Final cost 1st 10,000 units:$132,500.00


The

MatchMaker


Length: 127 days Phase 3

Deliverables Sales Contracts

Finalized HW Outsource

Produces Units Maintenance

Trainers Online Product Release to

General Public

TasksDays Start

DateEnd Date

Instruction of Maintenance Trainers

157/4/05 7/22/05

Tech Support Contract Signed with Cruise Line

13/22/05 3/22/05

Sales Contract Finalized 1 3/22/05 3/22/05

Production Of Units (Via Hardware Outsource)

903/28/05 7/29/05

Advertising Analysis- Open Market

606/6/05 8/26/05

Trainer’s Initial Training 15 7/4/05 7/22/05

Product Reaches General Public 1 8/31/05 8/31/05


The

MatchMaker

Phase 3 BudgetPhase 3 $1,453,920.93

2% 2% 2%

3%

0%

4%

1%

1%

1%

1%

83%

Mechanical Engineer II


Contract Administrator/Marketing ConsultantLegal Consultant/ Attorney

Software Testers

Maintenance Trainers

Nicholas Hundstad

Craig Gilkey

Mike Urban

Mike Pereras

Initial Product Batch


The

MatchMaker

Phase 3 Budget ItemsPhase 3 - 4 months Units Salaries/ Cost With Benefits Total for Time

4Mechanical Engineer II 1 57,624.00$ 80,673.60$ 26,891.20$ Hardware Engineer III 1 64,313.00$ 90,038.20$ 30,012.73$ Contract Administrator/ Marketing Consultant1 59,830.00$ 83,762.00$ 27,920.67$ Legal Consultant/ Attorney 1 92,719.00$ 129,806.60$ 43,268.87$ Software Testers 2 10,000.00$ 20,000.00$ 6,666.67$ Maintenance Trainers 4 31,604.00$ 176,982.40$ 58,994.13$ Nicholas Hundstad 1 25,000.00$ 35,000.00$ 11,666.67$ Craig Gilkey 1 25,000.00$ 35,000.00$ 11,666.67$ Mike Urban 1 25,000.00$ 35,000.00$ 11,666.67$ Mike Pereras 1 25,000.00$ 35,000.00$ 11,666.67$ Initial Product Batch 10000 121.35$ 1,213,500.00$

1,453,920.93$


The

MatchMaker

Project Calendar


The

MatchMaker

Project Calendar


The

MatchMaker

Project Calendar


The

MatchMaker

Project Calendar


The

MatchMaker

What’s After Production New Customers To Target

Other Cruise Lines General Public

Summer, 2005 Production Out Years

Dependant on Market Saturation Point Cruise Lines: 2 years after production

starts (2007) General Public: 4 years after Production

(2009)


The

MatchMaker

Evaluation PlanProject Assessment

Success/Failure, and Timeliness

Milestones Compatibility Software Prototype Design

Hardware Testing Shock Testing Range of Bluetooth

Contractual Aspect Cruise Line Outsourcing


The

MatchMaker

Marketing Plan Initial Market: Cruise Ships

Carnival: 20 Ships, NCL: 13 Ships Cruise Line Purchases Units from us

Rent them out to customer Typical Cost: Cruise + Airfare = $1089.66

Typical Customer spends $230.20 on Drinks, Excursions, Services

Average number passengers: 2,045 Of which 54% are single

Of those: ~350 with a singles program Our Estimated Target Use per Cruise: 10 % Why 10%? Promoted during ticket sale and on ship


The

MatchMaker

21%

33%46%

Non Single

Singles Not Witha SinglesProgramSingles with aSingles Progam

10%

44% 46% Other Singles

Non Singles

Singles UsingDevice


The

MatchMaker

Competition Matrix

Yahoo! Personals ● ● ● ●* ● ● ●

Match.com ● ●* ●* ● ●* ● ●+ *eHarmony ● ●* ● ●

Kiss.com ● ● ●* ● ● +

Lavalife ● ● ● ●* ●

uDate ● ● ● ●* ● ●

SMS ● ● ● ●* ● ●* ● ●*

AmericanSingles ● ● ● ●* ● ● ●

Gaydar ● ● ● ● ~$50

Lovegety ● ● ● ● ~$21

Crusie Ships ● ● ~$1000

The cs410 MatchMaker ● ● ● ● ● ● ● + ● ● ~$150

* - Pay for Service+ - Possible feature


The

MatchMaker

Marketing Test Test/ Trial run: 300 units on 1

Ship Near End of Pre-Production (Phase

2) Through a Singles Cruise Agency

Large Organized Group Exit Survey of Participants Internal Data Collection


The

MatchMaker

Market Sale During Cruise Ticket Sale

Tack Questionnaire Onto Cruise Line Initial Customer Information Form

Personal Data Collected for Device Arrival: Device Preprogrammed with Data

Onboard Have the opportunity for passengers to rent

a device for the duration Device will be available for exiting/ personal

sale to passengers


The

MatchMaker

$0$100,000$200,000$300,000$400,000$500,000$600,000$700,000

Phase 1 Phase 2 Phase 3 1stQuarter

2ndQuarter

3rdQuarter

4thQuarter

2nd year 2ndQuarter

OverheadProfits

Return on Investment


The

MatchMaker

Profit Analysis Initial Market Unit Cost:

$209.95 Selling to Singles on Cruise: $225.95

Production Cost: $121.35 Profit Per unit: $88.60

Number Sold to Meet Cost: 8,686 Units (Based on Cost: $770,068.60)

Initial Production: 10,000 Units

Future Production:Initial Market Analysis + Test Surveys


The

MatchMaker

Incentive for Cruise Ship to Buy Cruise Line Buys (1) Unit: $209.95

Rents to Each Customer: $25 Unit is Paid for in 10 Months (10 uses)

PROFIT for the Cruise Line from that point on

Increased renown of Cruise LineCosts vs Profit: Cruise Ships

$0

$50

$100

$150

$200

$250

$300

$350

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

CostsProfit


The

MatchMaker

Secondary Markets General Single Population

34.7 million singles between the ages of 20 and 44

Release: August 2005 Advertising Analysis: Phase 2 & 3

Bluetooth Devices Download MatchMaker program onto

a PDA, Cell phone or other Bluetooth enabled device


The

MatchMaker

Contract Aspects Contractual Agreement

Will sell x devices to Cruise Line companies Will offer a 90-day manufacturer’s warranty Disclaimer

FCC compliance Will apply during Phase I testing

Manufacturer’s Contract Contract for mass-production in Phase II


The

MatchMaker

Product Disclaimer Will not guarantee successful

relationships Will not guarantee honest compatibility

data transmission Will not prevent “stalking” Will not give pick-up lines Will not replace device if improperly

handled (i.e. abuse, negligence, mishandle, misuse)


The

MatchMaker

Risks Societal

Acceptance as a solution ‘Star Trek Convention’

Effect Fear that it could be used

as a prostitution tool (WiredNews, 2003)

Stalkers


The

MatchMaker

Risks Financial

Failure to achieve financial backing for Phase 3

Cost of components


The

MatchMaker

Risks Technical Risks

Hardware Failure Managerial Risks

Few breaks in schedule Schedule Risks

FCC Approval is Delayed (red tape)

Unforeseen Production Delays


The

MatchMaker

Why Continue Into CS 411? All Materials are COTS Products

Incl. BlueTooth chip, Wiring, LCD Screen All tested at source Competitive Prices (for 2 models)

Similar BlueTooth Cell Phone Products ~1,500 LOC for Java Applet in Sony Ericcson

model (Ewired, 2003) With Testing: 2-3 months programming

Device not restricted to particular geography


The

MatchMaker

Why Chose OUR SBIR Project? Plan is WITHIN requested SBIR

Funding Phase 2 Request: Savings of $318,579.73

Outsourcing Hardware (EIMO): in U.S. Guaranteed Portion of Sales and Salaries

to U.S. Interests: ~54% (Hallman, Vicksburg EIMO Plant, 2003)


The

MatchMaker

Conclusion The MatchMaker Project

On Schedule Staff is Available Meets SBIR Funding Request Can reach Production in 20 months

time Budget Market is ripe for the picking


The

MatchMaker

Any Questions? Thank you for your time!


The

MatchMaker

Current Transmission Solutions 1) Require Cell phone towers

SMS Text and Pic messages SMS.ac has relationships with

over 400 operators/mobile networks worldwide (SMS, 2003)

Requires existing phones like Sprint Sanyo 6100 pic phone

Price: $200 (FCPG, 2003) (Dateline, 2003)

*SMS = Standard Message Service


The

MatchMaker

Current Transmission Solutions 2)Use Bluetooth, but

Individual Phones are Too Costly Sprint PCS Treo 660

The cost without a contract is $599 USD (Handspring /Palm, 2003)

Sprint Sanyo 6100 pic phone


The

MatchMaker

Cell Phone Use Underway?

‘Normal’ Systems: Like Sprint PCS(?) No transmission towers on Cruise

Liners Satellite Phone Relay only

(Travelocity, Carnival 2003)


The

MatchMaker

Blue Tooth Capabilities Focus of Use: Inside Large Rooms

10 meters range Numerous Large Spaces on board

“Unable to penetrate masonry walls” (Bruzzese ,2003)

Room to Room SMART Access Points? Bluetooth Compliant Server (Linux Op Sys) (1)Red-M's 1050AP smart access point:

$495

Documents

CS 410 The MatchMaker Project