DiriParkParking Guidance System
Project Approval Presentation
Red Team — CS 410 Spring 2009 May 5, 2009
Who We Are
May 5, 2009 2DiriPark — Project Approval Presentation
Mark BullardProject Lead, Marketing
Administrative
Steven Murray Risk Mitigation
Garnett WilsonFinancial Specialist
Technical
Dominic EldridgeSoftware Developer
Gabor EszesWeb Developer
Thomas SuiterHardware Specialist
Outline• Parking Problem Characteristics• Solution Proposal• Technical Features• Phase Breakdown• Business Model• Risks and Mitigation• Evaluation Plan• Appendices
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Available parking spaces are difficult to locatein a parking garage
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According to the US Department of Transportation
• Drivers slow down, circle around• Creates congestion, wastes time• Results in frustration, loss of revenue
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Source: [1] US Department of Transportation
May 5, 2009 DiriPark — Project Approval Presentation
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Problem Effects
Facility operators and local businesses lose• $3 to $5 per vehicle on hourly rates• $10 per day• $150 per shopper
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Source: [2] Reuters
May 5, 2009 DiriPark — Project Approval Presentation
Affected Enterprises
• Airports• Dining• Hospitals• Sport stadiums
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• Convention centers• Entertainment venues• Retail• Universities
Highly trafficked parking facilities• High congestion• Time-constrained settings
May 5, 2009 DiriPark — Project Approval Presentation
U.S. Parking EstablishmentsGrand Total: 15,280 facilities
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Source: [3] IBISWorld
May 5, 2009 DiriPark — Project Approval Presentation
Our Goal
Provide a space availability system that is:
– Flexible– Intuitive– Real-time
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Solution Technical Objectives
• Establish a sensor array that collects real-time information about space availability
• Calculate ideal zones for parking based on sensor input and optional historical data
• Convey zone recommendations to patrons via display devices
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DiriParkParking Guidance System
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LocatePredictDisplay
May 5, 2009 DiriPark — Project Approval Presentation
Solution Characteristics
1. Patron enters garage
2. System locates empty spaces3. System predicts short-term availability4. System displays top choices on screen
5. Patron is directed to spot and parks
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DiriPark
May 5, 2009 DiriPark — Project Approval Presentation
May 5, 2009 16DiriPark — Project Approval Presentation
Prototype Design
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Benefits
For Customer
• Increased business• Enhanced marketability• Less garage congestion• Reduced illegal parking
For End User
• Faster parking• Less frustration• Expectations satisfied
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Drawbacks
• Patron unfamiliarity
• Periodic maintenance
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Objectives Outside of Scope
• No enforcement of recommendations• No reservations• No remote access
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Phase 0CS 410
May 5, 2009 DiriPark — Project Approval Presentation
• Conception– Determine Team Members– Define Project– Conduct Project Research– Determine Solution
• Requirements Analysis– Conceptualize Project Solution
• Presentations
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Phase 0
Milestones
May 5, 2009 DiriPark — Project Approval Presentation
• Feasibility Presentation– Market Analysis– Financial– Hardware Capability Research– Algorithm Design– Risk Mitigation
• Milestone Presentation– Documentation
• Final Presentation– Create SBIR
May 5, 2009 DiriPark — Project Approval Presentation 23
Phase 0
Presentations
Red Team
Experts
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Mark BullardProject Lead, Marketing
Administrative
Steven Murray Risk Mitigation
Garnett WilsonFinancial Specialist
Technical
Dominic EldridgeSoftware Developer
Gabor EszesWeb Developer
Thomas SuiterHardware Specialist
Kevin GallagherParking Department
City of Hampton
James LongParking Services
Old Dominion University
Phase 0 – Staffing
May 5, 2009 DiriPark — Project Approval Presentation
• Online Discussion Board
• Weekly Team Meetings
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Phase 0
Communication
May 5, 2009 DiriPark — Project Approval Presentation
Resources• CS Server• Rapid prototyping
– Mockups– Simulated data
Costs• N/A
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Phase 0
Resources and Costs
May 5, 2009 DiriPark — Project Approval Presentation
Phase 1CS 411
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• Prototype Development– Product WBS– Prototype Product Specification– Prototype Test Plan/Procedures
• Prototype Demonstration– Prototype Presentation 1– Final Prototype Demonstration
• Documentation• Website
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Phase 1
Milestones
May 5, 2009 DiriPark — Project Approval Presentation
• Hardware– Server– Sensors– Vehicle Counter– Display Method
• Software– Database– Algorithm
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Phase 1
Prototype Design
May 5, 2009 DiriPark — Project Approval Presentation
Red Team
Experts
Phase 1 – Staffing
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Mark BullardProject Lead, Marketing
Administrative
Steven Murray Risk Mitigation
Garnett WilsonFinancial Specialist
Technical
Dominic EldridgeSoftware Developer
Gabor EszesWeb Developer
Thomas SuiterHardware Specialist
Kevin GallagherParking Department
City of Hampton
James LongParking Services
Old Dominion University
Hussein Abdel-WahabSystems Programming Expert
Old Dominion University
Irwin LevinsteinDatabase Consultant
Old Dominion University
May 5, 2009 DiriPark — Project Approval Presentation
Resources– Database license– Custom developed software– Purchased sensor hardware– CS Server– Test harness
Costs– Employee wage $15 / hour
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Phase 1
Resources and Costs
May 5, 2009 DiriPark — Project Approval Presentation
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Financial Specialist
Hardware Specialist
Project Lead
Risk MitigationSoftware Developer
Web Developer
Overhead
Wireless SensorWireless Access PointVehicle Counter
Phase 1 Total Cost: $33,928
May 5, 2009 DiriPark — Project Approval Presentation 33
Phase 1 Cost Analysis — Staff
Position Type Quantity Hours Rate Annual Total
Financial Specialist Student 1 360 $15 N/A $ 5,400
Hardware Specialist Student 1 180 $15 N/A $ 2,700
Project Lead Student 1 360 $15 N/A $ 5,400
Risk Mitigation Student 1 108 $15 N/A $ 1,620
Software Developer Student 1 200 $15 N/A $ 3,000
Web Developer Student 1 360 $15 N/A $ 5,400
Total Cost $ 23,520
40% overhead $ 9,408
Total Phase 1 Staffing Budget $ 32,928
May 5, 2009 DiriPark — Project Approval Presentation 34
Phase 1 Cost Analysis — Hardware
Item Quantity Price Total
Wireless Sensor 1 $ 300 $ 300
Wireless Access Point 1 $ 400 $ 400
Vehicle Counter 1 $ 300 $ 300
Total: $ 1,000
Phase 2Critical Design
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Phase 2
Milestones• Hardware
– Server– Sensors– Vehicle Counter– Display Method
• Software– Database– Algorithm
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Red Team
Experts
Phase 2 – Staffing
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Mark BullardProject Lead
Administrative
Steven Murray Marketing Specialist
Garnett WilsonFinancial Specialist
Technical
Dominic EldridgeSoftware Developer
Gabor EszesWeb Developer
Thomas SuiterHardware Specialist
Software Developer
System Administrator
Kevin GallagherParking Department
City of Hampton
James LongParking Services
Old Dominion University
Hussein Abdel-WahabSystems Programming Expert
Old Dominion University
Irwin LevinsteinDatabase Consultant
Old Dominion University
May 5, 2009 DiriPark — Project Approval Presentation
Resources– TBD
Costs– Software Developer $68,000– Project Lead $80,000– Web Developer $68,000– Financial Specialist $56,000– System Administrator $68,000
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Phase 2
Resources and Costs
May 5, 2009 DiriPark — Project Approval Presentation
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Financial SpecialistHardware Special-
ist
Project Lead
Software Developer
System AdministratorWeb Developer
Staffing Overhead
Sensor
Wireless Access Point Network Switch ServerDisplay BoardsVehicle Counter
Phase 2 Total Cost: $745,828
May 5, 2009 DiriPark — Project Approval Presentation 40
Phase 2 Cost Analysis — Staffing
Position Type Quantity Hours Rate Annual Total
Financial Specialist Staff 1 2,000 $ 28 $ 56,000 $ 56,000
Hardware Specialist Staff 1 1,680 $ 31 $ 62,000 $ 52,080
Project Lead Staff 1 2,000 $ 40 $ 80,000 $ 80,000
Software Developer Staff 2 1,680 $ 34 $ 68,000 $ 114,240
System Administrator Staff 1 2,000 $ 34 $ 68,000 $ 68,000
Web Developer Staff 1 800 $ 34 $ 68,000 $ 27,200
Total Cost $ 397,520
40% Overhead $ 159,008
Total Phase 2 Staffing Budget $ 556,528
May 5, 2009 DiriPark — Project Approval Presentation 41
Phase 2 Cost Analysis —Hardware
Item Quantity Price Total
Sensor 500 $ 300 $ 150,000
Wireless Access Point 10 $ 400 $ 4,000
Network Switch 1 $ 3,500 $ 3,500
Server 1 $ 6,500 $ 6,500
Display Boards 5 $ 5,000 $ 25,000
Vehicle Counter 1 $ 300 $ 300
Total: $ 189,300
Phase 3Production Out-years
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Phase 3
Production Out-years
• Finalize First Sale• Collect Customer Feedback• Continue Targeted Marketing• Provide Product Support
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Phase 3 – Staffing
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Project LeadAdministrative
Customer Service Representative
Financial Specialist
Marketing Professional
TechnicalOn-site Hardware Support
Software Developer
Software Developer
System Administrator
May 5, 2009 DiriPark — Project Approval Presentation
Resources– TBD
Costs• System Administrator $68,000• Software Developer $68,000• Financial Specialist $56,000• Customer Service Rep $36,000• Project Lead $80,000
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Phase 3
Resources and Costs
May 5, 2009 DiriPark — Project Approval Presentation
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Customer Service Representative
Financial Specialist
On-site Hardware Support
Marketing Special-ist
Project Lead
Software Developer
System Administrator
Staff Overhead
Phase 3 Monthly Cost: $461,720
May 5, 2009 DiriPark — Project Approval Presentation 47
Phase 3 Cost Analysis
Position Type Quantity Hours Rate Annual Total
Customer Service Rep Staff 1 2,000 $ 18 $ 36,000 $ 36,000
Financial Specialist Staff 1 2,000 $ 28 $ 56,000 $ 56,000 On-site Hardware Support Staff 1 2,000 $ 30 $ 60,000 $ 60,000
Marketing Specialist Staff 1 1,000 $ 25 $ 50,000 $ 25,000
Project Lead Staff 1 2,000 $ 40 $ 80,000 $ 80,000
Software Developer Staff 2 600 $ 34 $ 68,000 $ 40,800
System Administrator Staff 1 2,000 $ 34 $ 68,000 $ 68,000
Total Cost $ 329,800
40% Overhead $ 131,920
Total Phase 3 Staffing Budget $ 461,720
Installed On-siteSoftware
• Database• System Software
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Hardware
• Application Server• Display Boards• Network Infrastructure
– Switching Equipment– Wireless Access Points
• Sensor Array• Vehicle Counter
May 5, 2009 DiriPark — Project Approval Presentation
Business Model
• On-site installation
• Multiple support packages– Tailored to customers needs
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Price Pointfor garage of 500 spaces
Item Quantity Cost
Sensors 500 $150,000Wireless Access Point 10 $4,000Network Switch 1 $3,500OS License Free & Open Source
Database License Free & Open Source
Server 1 $6,500Display Board 5 $25,000Vehicle Counter 2 $600Custom-developed Software $120,000
Total $309,600Approximate Cost per Space $620
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
-$500,000
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
Current Income Income with DiriPark
Months
Income
Customer ROI
May 5, 2009 DiriPark — Project Approval Presentation 52
Project ROI
1 2 3 4 5 6 7 8 9 10 11 12 13
-500000
-400000
-300000
-200000
-100000
0
100000
200000
300000
400000
500000
Customers per Year
Income
Funding Plan
• Phase 1– SBIR Funding Agency– National Science Foundation– $100,000
• Phase 2– SBIR Funding Agency– $750,000
• Phase 3– Small Business Loan– Investors
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Marketing RisksM1. Lack of customer interestM2. Not realizing project benefitsM3. Poor target branding
Technical RisksT1. Inaccurate predictive analysisT2. Inefficient display of data
May 5, 2009 DiriPark — Project Approval Presentation
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M1. Lack of customer interestM2. Not realizing project benefitsM3. Poor target branding
T1. Inaccurate predictive analysisT2. Inefficient display of data
• Selective marketing (M1, M3)• Prototyping trials (T1, T2)• Historical data for predictive analysis (T1)• Intuitive display (T2)
Risk Mitigation
May 5, 2009 DiriPark — Project Approval Presentation
References
# Source Slide of Appearance
1 US Department of Transportation, January 2007 5
2 Baker Retailing Initiative, Wharton, UPenn, December 9, 2008
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3 IBISWorld, March 20, 2009 9
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Who We Are
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Mark BullardProject Lead, Marketing
Administrative
Steven Murray Risk Mitigation
Garnett WilsonFinancial Specialist
Technical
Dominic EldridgeSoftware Developer
Gabor EszesWeb Developer
Thomas SuiterHardware Specialist
May 5, 2009 DiriPark — Project Approval Presentation
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