CS 410 The Match Maker Project The Match

CS 410 The Match. Maker Project The Match. Maker SBIR Approval Presentation 08 Dec 03 Presented by Craig Gilkey, Nick Hundstad, & Michael Urban http: www. cs. odu. edu/~mpereras/CS 410 web. html 08 December 2003 CS 410 (SBIR Approval) 1

The Single’s Dilemma The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 2

Problem Statement Ø Ø The Match. Maker 08 December 2003 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. CS 410 (SBIR Approval) 3

Social Gatherings for Singles § § § Bars and Clubs Cruises and Resorts Group Oriented Social Activities § Ex. Masons, Christian Singles Groups, Jaycees The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 4

Characteristics of the Problem n Need for Rapid Communication n Compatibility Matching n The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 5

Rapid Communication n Single at a bar/social gathering: n n The Match. Maker n 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) 08 December 2003 CS 410 (SBIR Approval) 6

Compatibility n 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) n The Match. Maker n 08 December 2003 CS 410 (SBIR Approval) Monica Godfrey and Andrew Lehrer met online. (Photo: CBS) 7

Need for Compatibility: U. S. Census The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 8

Singles on Cruise Ships n n The Match. Maker n 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 From Carnival Cruise Lines (2003) single 08 December 2003 CS 410 (SBIR Approval) 9

Match-up methods underway n The Match. Maker Singles on Cruise Ships, 83% had used available ‘match-up’ methods set up by the ship (Campbell, 2003) n Cocktail Hour and Meet and Greet socials (Travelocity, 2003) n NO Compatibility match-up 08 December 2003 Pic of the Americana Lounge on The Carnival CS 410 (SBIR Approval) Sensation (Carnival, 2003) 10

The Bottom Line n The Match. Maker At social gatherings, singles need a compatibility based dating service that utilizes both portability and fast communication 08 December 2003 CS 410 (SBIR Approval) 11

Our Societal Goal n The Match. Maker Project intends to create more compatible relationships between singles by incorporating portability and fast data transfer into a dating service. 08 December 2003 CS 410 (SBIR Approval) 12

Our Product Goal n Design a handheld Bluetooth™ device capable of meeting the societal goals n n The n Match. Maker n Initial Market: Cruise Lines, NCL and Carnival n n Others with Similar interest via Rapid Communication and Portability Cheaper than current solutions Does not require Cell Phone Towers By January 2005 (before Spring Break) Future Market: General Public n 08 December 2003 By August 2005 CS 410 (SBIR Approval) 13

The Match. Maker will have the look and feel of a cell phone The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 14

Range of Bluetooth The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 15

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 16

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 17

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 18

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 19

Compare Data The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 20

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 21

Compare Data The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 22

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 23

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 24

Prototype n n n The Match. Maker n 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 Match. Maker Device 08 December 2003 CS 410 (SBIR Approval) 25

Proof of Concept– Phase 1 n Test 1 n n The Match. Maker Use computer GUI screens to create two test profiles Set up two computers with Bluetooth devices run through simulated Match. Maker link and exchange of databases 08 December 2003 CS 410 (SBIR Approval) 26

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 27

Test 3 n Test functionality when 9 Match. Makers come in contact with each other at once The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 28

Innovation n The Although compatibility matching has already been implemented, the portability is a new solution to the realtime dating issue Match. Maker 08 December 2003 CS 410 (SBIR Approval) 29

Management Plan n 4 Phases of Organization n n The n Match. Maker n n Phase 0: 1: 2: 3: Project Conception (77 days) Feasibility/ Prototype (111 days) Plan-Detailed Specifics (212 days) Production Phase (127 days) Program Duration: 527 days n [End of Production… August 2005] 08 December 2003 CS 410 (SBIR Approval) 30

Funding Plan n Based on… n n Staff Salaries SBIR Funding n The n Match. Maker n n (Phases 1 & 2) Through National Science Foundation Required Resources Time Until Phase Completion 08 December 2003 CS 410 (SBIR Approval) 31

Phase 0 Project Staff The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 32

Phase 0 Personnel n Match. Maker Research Team (MMR) n Project Manager n n The R&D Manager n Match. Maker n Prototype Development and Engineering Staff Marketing Manager n n Overall Planning and Operations Beta Test (Phase 2), Cruise Line Relations Web Designer/Legal Consultant n Contractual Analysis and Web Site 08 December 2003 CS 410 (SBIR Approval) 33

Phase 0 Tasks & Deliverables n n The Length: 77 days/ ODU Fall (2003) Semester Phase 0 Deliverables n Match. Maker n n n Feasibility Milestones SBIR Approval for Phase 2 Match. Maker Web Page 08 December 2003 Da ys Start Date End Date Initial Conception 5 09/04/03 09/09/03 Solution and Problem Research 20 09/09/03 09/29/03 Primary Feasibility Research 20 10/01/03 10/20/03 Feasibility Documentation 20 10/01/03 10/20/03 Feasibility Presentation 1 10/28/03 Market Research and Analysis 10 10/29/03 11/09/03 Milestone Documentation 15 11/01/03 11/16/03 Milestone Presentation 1 11/12/03 Web Page Development 20 10/28/03 11/27/03 Final Proposal Review 20 11/10/03 11/30/03 Approval Presentation 1 12/8/03 Final Web Page Review 1 12/8/03 Phase 2 SBIR Documentation Review 1 12/8/03 Tasks CS 410 (SBIR Approval) 34

Phase 1 Project Staff The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 35

Phase 1 Personnel n Match. Maker Future Development Team (MMFD) n Cp. E (Hardware Programming Engineer) n The Match. Maker n Prototype hardware programming Software Testers (2) n n n College Students Low-end Software Testing (Phase 1 & 2) General Office Work 08 December 2003 CS 410 (SBIR Approval) 36

Phase 1 Tasks & Deliverables n n The Match. Maker Length: 111 days/ ODU Spring (2004) Semester Phase 1 Deliverables n n Prototype Design Independent Market Research Initial Software Testing SBIR Approval for Phase 2 08 December 2003 Day s Start 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 43 1/15/04 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 Phase 2 SBIR Write Up 5 4/10/04 4/14/04 Phase 2 SBIR Documentation Review 1 4/15/04 5/15/04 37 Tasks SBIR Presentation CS 410 (SBIR Approval) 1

Phase 1 Budget The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 38

Phase 1 Budget Items The Match. Maker SBIR Funding Request : $99, 927. 40 ($100, 000) 08 December 2003 CS 410 (SBIR Approval) 39

Phase 2 Project Staff The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 40

Phase 2 Personnel n Expanded MMFD (Phase 2) n Mechanical Engineer n n The Match. Maker Marketing/Cruise Consultant n n Physical Device Design, Shock Testing Sales Contract, Marketing, Beta Test Legal Consultant n FCC Compliance, Contracts 08 December 2003 CS 410 (SBIR Approval) 41

Phase 2 Tasks & Deliverables n n Length: 212 days/ ODU Summer (2004) Semester Phase 2 Deliverables n The Match. Maker n n Preliminary Sales Contracts Cruise Line Questionnaire Testing (HW/SW) n n Day s Start Date End Date Budget Analysis for Phase 1 60 05/15/04 07/15/04 Training Guidelines for Maintenance Personnel 15 06/20/04 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 45 7/01/05 8/16/05 Preliminary Product Sales Contract 45 05/30/04 07/14/04 Market Analysis: Open Sale 120 07/01/04 10/01/04 Test Analysis 30 12/01/04 01/01/05 01/15/05 Tasks Final Pre-Production Product Review 10 Shock On-Site Testing 08 December 2003 CS 410 (SBIR Approval) 42

Phase 2 Budget The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 43

Phase 2 Budget Items The Match. Maker SBIR Funding: $413, 270. 27 ($750, 000) 08 December 2003 CS 410 (SBIR Approval) 44

Phase 3 Project Staff The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 45

Phase 3 Personnel n Extended MMFD (Phase 3) n Maintenance Technicians n The Train other technicians that the Cruise Lines provide n Match. Maker n n Sanitation Basic Repair HW Outsource: EIMO 08 December 2003 CS 410 (SBIR Approval) 46

Phase 3: Outsourcing Contract The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 47

Why We Chose EIMO n Injection Molding Facilities n n n The Match. Maker § Avoidance of Overseas Tariffs, Shipping § § Rapid Prototyping Facilities (in U. S. ) State-of-art Robotics (Staubli TM) Bluetooth Capable +$8. 85 apiece, +~6 months deliver time Cost per Unit (includes shipping and packaging costs): $13. 25 § Final cost 10, 000 units: $132, 500. 00 08 December 2003 CS 410 (SBIR Approval) 48

Phase 3 Tasks & Deliverables n n Length: 127 days Phase 3 Deliverables n The n Match. Maker n n Sales Contracts Finalized HW Outsource Produces Units Maintenance Trainers Online Product Release to General Public 08 December 2003 Days Start Date End Date Instruction of Maintenance Trainers 15 7/4/05 7/22/05 Tech Support Contract Signed with Cruise Line 1 3/22/05 Sales Contract Finalized 1 3/22/05 Production Of Units (Via Hardware Outsource) 90 3/28/05 7/29/05 Advertising Analysis- Open Market 60 6/6/05 8/26/05 Trainer’s Initial Training 15 7/4/05 7/22/05 Product Reaches General Public 1 8/31/05 Tasks CS 410 (SBIR Approval) 49

Phase 3 Budget The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 50

Phase 3 Budget Items The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 51

Project Calendar The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 52

Project Calendar The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 53

Project Calendar The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 54

Project Calendar The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 55

What’s After Production n New Customers To Target n n Other Cruise Lines General Public n The Match. Maker n Summer, 2005 Production Out Years n Dependant on Market Saturation Point n n Cruise Lines: 2 years after production starts (2007) General Public: 4 years after Production (2009) 08 December 2003 CS 410 (SBIR Approval) 56

Evaluation Plan Project Assessment Success/Failure, and Timeliness n Milestones n n The Compatibility Software Prototype Design n Match. Maker n n n Hardware Testing Shock Testing Range of Bluetooth Contractual Aspect n n Cruise Line Outsourcing 08 December 2003 CS 410 (SBIR Approval) 57

Marketing Plan n Initial Market: Cruise Ships n n Carnival: 20 Ships, NCL: 13 Ships Cruise Line Purchases Units from us n n The Match. Maker Typical Cost: Cruise + Airfare = $1089. 66 n n Rent them out to customer Typical Customer spends $230. 20 on Drinks, Excursions, Services Average number passengers: 2, 045 n Of which 54% are single n n n Of those: ~350 with a singles program Our Estimated Target Use per Cruise: 10 % Why 10%? Promoted during ticket sale and on ship 08 December 2003 CS 410 (SBIR Approval) 58

The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 59

Competition Matrix The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 60

Marketing Test/ Trial run: 300 units on 1 Ship n n n Near End of Pre-Production (Phase 2) Through a Singles Cruise Agency n The Match. Maker n n Large Organized Group Exit Survey of Participants Internal Data Collection 08 December 2003 CS 410 (SBIR Approval) 61

Market Sale n During Cruise Ticket Sale n n n The Match. Maker n Tack Questionnaire Onto Cruise Line Initial Customer Information Form Personal Data Collected for Device Arrival: Device Preprogrammed with Data Onboard n n Have the opportunity for passengers to rent a device for the duration Device will be available for exiting/ personal sale to passengers 08 December 2003 CS 410 (SBIR Approval) 62

Return on Investment The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 63

Profit Analysis n Initial Market Unit Cost: n n Production Cost: n The Match. Maker n Profit Per unit: Number Sold to Meet Cost: n n Selling to Singles on Cruise: (Based on Cost: $770, 068. 60) Initial Production: n 08 December 2003 $209. 95 $225. 95 $121. 35 $88. 60 8, 686 Units 10, 000 Units Future Production: Initial Market Analysis + Test Surveys CS 410 (SBIR Approval) 64

Incentive for Cruise Ship to Buy n Cruise Line Buys (1) Unit: $209. 95 n n Rents to Each Customer: $25 Unit is Paid for in 10 Months (10 uses) n The Match. Maker n PROFIT for the Cruise Line from that point on Increased renown of Cruise Line 08 December 2003 CS 410 (SBIR Approval) 65

Secondary Markets n General Single Population n n The 34. 7 million singles between the ages of 20 and 44 Release: August 2005 n Match. Maker n Advertising Analysis: Phase 2 & 3 Bluetooth Devices n Download Match. Maker program onto a PDA, Cell phone or other Bluetooth enabled device 08 December 2003 CS 410 (SBIR Approval) 66

Contract Aspects n Contractual Agreement n n n The Match. Maker n FCC compliance n n Will sell x devices to Cruise Line companies Will offer a 90 -day manufacturer’s warranty Disclaimer Will apply during Phase I testing Manufacturer’s Contract n Contract for mass-production in Phase II 08 December 2003 CS 410 (SBIR Approval) 67

Product Disclaimer n n n The Match. Maker n n 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) 08 December 2003 CS 410 (SBIR Approval) 68

Risks Societal n n n The n Match. Maker n 08 December 2003 Acceptance as a solution ‘Star Trek Convention’ Effect Fear that it could be used as a prostitution tool (Wired. News, 2003) Stalkers CS 410 (SBIR Approval) 69

Risks Financial n n n The Failure to achieve financial backing for Phase 3 Cost of components Match. Maker 08 December 2003 CS 410 (SBIR Approval) 70

Risks Technical Risks n n Managerial Risks n The n Match. Maker Few breaks in schedule Schedule Risks n n n 08 December 2003 Hardware Failure FCC Approval is Delayed (red tape) Unforeseen Production Delays CS 410 (SBIR Approval) 71

Why Continue Into CS 411? n All Materials are COTS Products n n n The Match. Maker n Similar Blue. Tooth Cell Phone Products n n n Incl. Blue. Tooth chip, Wiring, LCD Screen All tested at source Competitive Prices (for 2 models) ~1, 500 LOC for Java Applet in Sony Ericcson model (Ewired, 2003) With Testing: 2 -3 months programming Device not restricted to particular geography 08 December 2003 CS 410 (SBIR Approval) 72

Why Chose OUR SBIR Project? n Plan is WITHIN requested SBIR Funding n n The Match. Maker Phase 2 Request: Savings of $318, 579. 73 Outsourcing Hardware (EIMO): in U. S. n Guaranteed Portion of Sales and Salaries to U. S. Interests: ~54% (Hallman, Vicksburg EIMO Plant, 2003) 08 December 2003 CS 410 (SBIR Approval) 73

Conclusion n The Match. Maker Project n n n The Match. Maker n n n 08 December 2003 On Schedule Staff is Available Meets SBIR Funding Request Can reach Production in 20 months time Budget Market is ripe for the picking CS 410 (SBIR Approval) 74

Any Questions? n Thank you for your time! The Match. Maker 08 December 2003 CS 410 (SBIR Approval) 75

Current Transmission Solutions n The Match. Maker 1) Require Cell phone towers n SMS Text and Pic messages n SMS. ac has relationships with over 400 operators/mobile networks worldwide (SMS, 2003) n Requires existing phones like Sprint Sanyo 6100 pic phone n n Price: $200 (FCPG, 2003) (Dateline, 2003) *SMS = Standard Message Service 08 December 2003 CS 410 (SBIR Approval) 76

Current Transmission Solutions n The Match. Maker 2)Use Bluetooth, but Individual Phones are Too Costly n Sprint PCS Treo 660 n The cost without a contract is $599 USD (Handspring /Palm, 2003) Sprint Sanyo 6100 pic phone 08 December 2003 CS 410 (SBIR Approval) 77

Cell Phone Use Underway? n ‘Normal’ Systems: Like Sprint PCS(? ) n n The Match. Maker No transmission towers on Cruise Liners Satellite Phone Relay only (Travelocity, Carnival 2003) 08 December 2003 CS 410 (SBIR Approval) 78

Blue Tooth Capabilities n Focus of Use: Inside Large Rooms n n n The Match. Maker n 10 meters range Numerous Large Spaces on board “Unable to penetrate masonry walls” (Bruzzese , 2003) Room to Room SMART Access Points? n n Bluetooth Compliant Server (Linux Op Sys) (1)Red-M's 1050 AP smart access point: $495 08 December 2003 CS 410 (SBIR Approval) 79