DiriPark Parking Guidance System Project Approval Presentation Red Team — CS 410 Spring 2009 May...

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

3May 5, 2009 DiriPark — Project Approval Presentation

Available parking spaces are difficult to locatein a parking garage


According to the US Department of Transportation

• Drivers slow down, circle around• Creates congestion, wastes time• Results in frustration, loss of revenue

5

Source: [1] US Department of Transportation

May 5, 2009 DiriPark — Project Approval Presentation

Problem Effects

Facility operators and local businesses lose• $3 to $5 per vehicle on hourly rates• $10 per day• $150 per shopper

7

Source: [2] Reuters


Affected Enterprises

• Airports• Dining• Hospitals• Sport stadiums

8

• Convention centers• Entertainment venues• Retail• Universities

Highly trafficked parking facilities• High congestion• Time-constrained settings


U.S. Parking EstablishmentsGrand Total: 15,280 facilities

9

Source: [3] IBISWorld


Our Goal

Provide a space availability system that is:

– Flexible– Intuitive– Real-time


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

May 5, 2009 DiriPark — Project Approval Presentation 11

DiriParkParking Guidance System

12

LocatePredictDisplay


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


15

DiriPark


May 5, 2009 16DiriPark — Project Approval Presentation

Prototype Design


Benefits

For Customer

• Increased business• Enhanced marketability• Less garage congestion• Reduced illegal parking

For End User

• Faster parking• Less frustration• Expectations satisfied


Drawbacks

• Patron unfamiliarity

• Periodic maintenance


Objectives Outside of Scope

• No enforcement of recommendations• No reservations• No remote access


21

Phase 0CS 410


• Conception– Determine Team Members– Define Project– Conduct Project Research– Determine Solution

• Requirements Analysis– Conceptualize Project Solution

• Presentations

22

Phase 0

Milestones


• Feasibility Presentation– Market Analysis– Financial– Hardware Capability Research– Algorithm Design– Risk Mitigation

• Milestone Presentation– Documentation

• Final Presentation– Create SBIR


Phase 0

Presentations

Red Team

Experts

24


Administrative



Technical




Kevin GallagherParking Department

City of Hampton

James LongParking Services

Old Dominion University

Phase 0 – Staffing


• Online Discussion Board

• Weekly Team Meetings

• Email

25

Phase 0

Communication


Resources• CS Server• Rapid prototyping

– Mockups– Simulated data

Costs• N/A

26

Phase 0

Resources and Costs


Phase 1CS 411


• Prototype Development– Product WBS– Prototype Product Specification– Prototype Test Plan/Procedures

• Prototype Demonstration– Prototype Presentation 1– Final Prototype Demonstration

• Documentation• Website

28

Phase 1

Milestones


• Hardware– Server– Sensors– Vehicle Counter– Display Method

• Software– Database– Algorithm

29

Phase 1

Prototype Design


Red Team

Experts


30


Administrative



Technical





City of Hampton



Hussein Abdel-WahabSystems Programming Expert


Irwin LevinsteinDatabase Consultant



Resources– Database license– Custom developed software– Purchased sensor hardware– CS Server– Test harness

Costs– Employee wage $15 / hour

31

Phase 1

Resources and Costs



Financial Specialist

Hardware Specialist

Project Lead

Risk MitigationSoftware Developer

Web Developer

Overhead

Wireless SensorWireless Access PointVehicle Counter

Phase 1 Total Cost: $33,928


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


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


Phase 2

Milestones• Hardware

– Server– Sensors– Vehicle Counter– Display Method

• Software– Database– Algorithm


Red Team

Experts


37

Mark BullardProject Lead

Administrative

Steven Murray Marketing Specialist


Technical




Software Developer

System Administrator


City of Hampton



Hussein Abdel-WahabSystems Programming Expert


Irwin LevinsteinDatabase Consultant



Resources– TBD

Costs– Software Developer $68,000– Project Lead $80,000– Web Developer $68,000– Financial Specialist $56,000– System Administrator $68,000

38

Phase 2

Resources and Costs



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


Phase 2 Cost Analysis — Staffing


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



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


Phase 3

Production Out-years

• Finalize First Sale• Collect Customer Feedback• Continue Targeted Marketing• Provide Product Support



44

Project LeadAdministrative

Customer Service Representative


Marketing Professional

TechnicalOn-site Hardware Support

Software Developer

Software Developer



Resources– TBD

Costs• System Administrator $68,000• Software Developer $68,000• Financial Specialist $56,000• Customer Service Rep $36,000• Project Lead $80,000

45

Phase 3

Resources and Costs



Customer Service Representative


On-site Hardware Support

Marketing Special-ist

Project Lead

Software Developer


Staff Overhead

Phase 3 Monthly Cost: $461,720


Phase 3 Cost Analysis


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


Installed On-siteSoftware

• Database• System Software

48

Hardware

• Application Server• Display Boards• Network Infrastructure

– Switching Equipment– Wireless Access Points

• Sensor Array• Vehicle Counter


Business Model

• On-site installation

• Multiple support packages– Tailored to customers needs


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



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


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


54

Marketing RisksM1. Lack of customer interestM2. Not realizing project benefitsM3. Poor target branding

Technical RisksT1. Inaccurate predictive analysisT2. Inefficient display of data


55

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


References

# Source Slide of Appearance

1 US Department of Transportation, January 2007 5

2 Baker Retailing Initiative, Wharton, UPenn, December 9, 2008

7

3 IBISWorld, March 20, 2009 9


http://www.its.dot.gov/jpodocs/repts_te/14318_files/14318.pdf

http://knowledge.wharton.upenn.edu/article.cfm?articleid=1422

http://www.ibisworld.com/industry/default.aspx?indid=1739

Who We Are

57


Administrative



Technical





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