Presented by: Trent Busch Project Manager PhotoTrans Technologies, LLC representing CS410 Section...

Presented by:

Trent BuschProject Manager

PhotoTrans Technologies, LLC

representing

CS410 Section II

December 8, 2003 2

SalsaGuacamolePatatas BravasTortilla EspañolaGambas y PolloGambas y TallarinPimentos con QuesoPan de Ajö

The Frustrated American in Mexico!The Frustrated American in Mexico!

December 8, 2003 3

SauceGuacamolePotatoes BravoTortilla SpanishShrimp and ChickenShrimp and NoodlesPimentos with CheeseBread of Garlic

The PhotoTranScriber in Action!The PhotoTranScriber in Action!

December 8, 2003 4

The Happy American in Mexico!The Happy American in Mexico!

NOTE: Shrimp and Noodles!

December 8, 2003 5

The ProblemThe Problem

Language barriers often cause travelers to feel isolated, taking away

from the enjoyment of their trip.

December 8, 2003 6

Our Solution!Our Solution!


December 8, 2003 7

The PhotoTranScriber The PhotoTranScriber Project TeamProject Team

The dynamic team of PhotoTrans Technologies, LLC: from left to right: Timothy Wyatt, Trent Busch, Sharina Broughton, Josh Lazernick, and Chad Hilton

Project ManagerMr. Trent Busch

Director of ResearchMr. Timothy Wyatt

Software ManagerMr. Josh Lazernick

Director of Sales andMarketing

Ms. Sharina Broughton

Hardware ManagerMr. Chad Hilton

Image Processing/Optics ConsultantMr. Robert Hills

Director of Product Development (retired)Eastman Kodak Company

December 8, 2003 8

The ConsumerThe Consumer

December 8, 2003 9

Number of Speakers Number of Speakers (millions)(millions)

944

597275

322332

235

98170170

0 50 100 150 200 250 300 350

Spanish

English

Arabic

Portuguese

Russian

German

Korean

French

Italian

Polish

Swedish

http://www.alphabets-world.com/

December 8, 2003 10

Marketing StrategyMarketing Strategy

• Potential Market–Tourist

December 8, 2003 11

Characteristics of TouristsCharacteristics of Tourists

• From America1

– Made an average of $108,900 a year

1. http://tinet.ita.doc.gov/view/f-2002-101-001/index.html

RankCountry Visitedby Americans

(Year 2000)

Americas(millions)

1 Mexico 18,849

4 France 2,927

5 Germany 2,309

6 Italy 2,148

7 Spain 1,262

8 Netherlands 1,101

16 Brazil 671

19 Austria 564

Total 30,288

December 8, 2003 12

Additional CharacteristicsAdditional Characteristics

Type of Travel13%

28%59%

Other Business Leisure

• From America1

– Traveling for leisure • Spent an average of $2,428

– Traveling for business• Spent an average of $3,947

1. http://tinet.ita.doc.gov/view/f-2002-101-001/index.html

December 8, 2003 13

Realistic Market SizeRealistic Market Size

• Initial Market – Americans traveling abroad

• Assume we can reach 0.27% of 17.7 million American tourists

(Total Traveling Americans x 59% Tourists)

= Total: 48,000 people (or units)

Trent Busch

need to use 48000 americans since this does it geared only to Americans for now.

December 8, 2003 14

TechnicalTechnical

December 8, 2003 15

Defining the ScopeDefining the ScopeThe PhotoTranScriber will:• Perform OCR on an acquired image• Translate printed words/phrases to another

language (noun based translation)• Translate various languages via add-on

modules• Allow user to save translations• “Point and click” methodology• Function as a digital camera (dual purpose)

December 8, 2003 16

The LimitsThe Limits

Will Not:• Translate grammar structure• Translate symbol-complex languages (ie

Chinese or Japanese)

• Translate handwritten language

December 8, 2003 17

Technical LimitationsTechnical Limitations

What are the languages that meet this criteria?

December 8, 2003 18

Number of LettersNumber of Letters(not including punctuation or numbers)(not including punctuation or numbers)

102666564

6160

5856

5242

39

0 20 40 60 80 100 120

Arabic

Russian

French

Polish

Spanish

Portuguese

Swedish

German

English

Italian

Korean

Chinese 5000Japanese 2111

http://www.alphabets-world.com/

December 8, 2003 19

Languages ModulesLanguages Modules

• Currently Open Translation Engine1 supports: Dutch, English, French, Spanish, German, Italian, and Portuguese

• These languages will be offered immediately

• Commercially available software (compatible to our implementation) also support Arabic, Russian and Korean

• These languages may be offered in the future

1 http://ote.2meta.com/

December 8, 2003 20

FunctionalityFunctionality

December 8, 2003 21

FunctionalFunctional OverviewOverview

Optical Lens

Converts to TranslatedAlphabet for display

on screen

Transation

Image Processor /OCR

Ca

me

ra D

SP

Oth

er

CP

UD

SP

SalsaGuacamolePatatas BravasTortilla EspañolaGambas y PolloGambas y TallarinPimentos con QuesoPan de Ajö


December 8, 2003 22

Why the Camera Implementation?Why the Camera Implementation?

• Self-contained device ( a digital camera with translator built-in)– Simple to use– Fully flexible, allows us to be in control of

engineering specs– Cost effective for both consumer and

manufacturer (cost the same as other stand alone translation devices without a camera!)

– Allows us to build to the needs of the translation module

December 8, 2003 23

Image-Capturing OverviewImage-Capturing Overview

Digital Camera with TI DM270 Digital Media Processor or better with additional CPUs– Camera

• CMOS (Complementary Metal Oxide Semiconductor) digital detector

• TFT (Thin Film Transistor) screen• Micro-view screen

– DMP• Digital Media Processor uses a Linux 2.4 kernel• C++ programming interface• Multiple processors and memory management on chip• Allows for running processes on other host CPU

December 8, 2003 24

General Digital Camera General Digital Camera OverviewOverview

http://focus.ti.com/docs/apps/catalog/resources/blockdiagram.jhtml?bdId=856

December 8, 2003 25

Connecting the Camera to Connecting the Camera to the CPUthe CPU

http://focus.ti.com/pdfs/vf/vidimg/dm270pb.pdf

December 8, 2003 26

Functional ComponentsFunctional Components

Image Acquisition

OCR

Translation

LCD

Symbol Conversion

Cam

era

DM

PO

ther

CP

UD

MP

These two moduleswill be acquired

The interfacesbetween modules

will have to bewritten as well asthe GUI, memoryand CPU usage

December 8, 2003 27

Graphical User InterfaceGraphical User Interface

A0

Picture Mode

Digital Zoom 1x,2x, 3x

Date Setup

Time Setup

Picture Quality

Low = 80 pictures/8 mb

High = 16 pictures/8mb

Super = 8 picture/8 mb

Delete Picture?

Yes

No

Left - Moves -1 Picture

Protect/Lock Picture

On

Off

A0

Quickview Mode

Up - Jump to End

Jog Dial

Right -Moves +1 Picture

Down - Jump to Front

Zoom Lever

Left - Multiview

Right - Singleview

Digital Zoom - Zoomlever right

First Click 1x zoom

Second Click 2x zoom

Move curser upper leftlimit

Normal Magnification

Translation Results Displayed to Screen

Optical Translator

Move curser lower righttlimit

Rotate Picture

Increase Angle -Clockwise

Decrease Angle -Counterclockwise

A0

Translation Mode

delete

Flash

Jogg Dial

OK button/Enter

Toggle LCD on/off

Toggle Menu on/off

Zoom lever

Mode DialMicro View Display

LCD/TFT Monitor

Third Click 3x zoom

Digital Zoom - Zoomlever right

OK button

OK button

90U

D

Up

Down

Digital Angle Display onLCD screen

A0

Flash Button

No Flash

Regular Flash

Strobe Flash

Automatic Flash(sensor)

December 8, 2003 28

MarketingMarketing

December 8, 2003 29

Advertising AvenuesAdvertising Avenues

• Phototranscriber Website– $12.95 per month

plus $39.95 setup fee

• Google– ~$0.05 per click

• SkyMall airline catalog– Distributes 4.5 million

catalogs via major airlines

– $25,000 per month for a minimum 3-month placement of a 1/4 page ad

• Travel Magazines– Approximately $20,000

per issue

December 8, 2003 30

Competitive MatrixCompetitive Matrix

December 8, 2003 31

AlliancesAlliances

• Pursue an alliance with Berlitz– Berlitz Int’s revenue 2002: $409 million1

– Specialize in translation services– Give 50 units to our alliances to catch market

interest

• Alliances are not necessary; however, will be of benefit

December 8, 2003 32

Project Project ImplementationImplementation

December 8, 2003 33

FundingFunding

• Research through Prototype (development)

– We are pursuing SBIR Funding from the National Science Foundation (NSF)

• Commercialization (after development)

– Corporate funding (will require an estimated $225,000)

December 8, 2003 34

SBIR ScheduleSBIR Schedule

• Using SBIR Notation– Phase 0 – Preliminary

– Phase I – Project Feasibility

– Phase II – Project Development to Prototype

– Phase III – Commercialization

December 8, 2003 35

Management Evaluation PlanManagement Evaluation PlanExecuted Every 3 MonthsExecuted Every 3 Months

• Schedule– Are we meeting the milestones in a timely

manner?• Quality

– Do results meet expectations?– Requirement checklists

• Competition– Is our solution still applicable/competitive?

• Financial– Are we following the budget plan?

• Market– Is our target market still interested?

December 8, 2003 36

Phase 0Phase 0

December 8, 2003 37

Phase 0Phase 0

• Preliminary Research• Develop Phase I Plan• Feasibility Presentation• Milestone Presentation• Request for SBIR Funding

ID Task Name Duration Start Finish1 Phase 0 75 days Tue 8/26/03 Mon 12/8/03

2 Conduct Preliminary Research 39 days Tue 8/26/03 Fri 10/17/03

8 Develop Phase I Plan 48 days Wed 9/10/03 Fri 11/14/03

17 Deliver Feasibil i ty Presentation 28 days Thu 9/11/03 Mon 10/20/03

25 Deliver Milestone Presentation 17 days Tue 10/21/03 Wed 11/12/03

35 Deliver Approval Presentation 17 days Fri 11/14/03 Mon 12/8/03

43 Phase 0 Complete 0 days Mon 12/8/03 Mon 12/8/03 12/8

8/3 8/17 8/31 9/14 9/28 10/12 10/26 11/9 11/23 12/7 12/21August September October November December

December 8, 2003 38

Phase 0Phase 0Management StructureManagement Structure

Trent BuschProject Manger

Image Processing/OpticsConsultant

Mr. Robert HillsDirector of Product Development

(retired)Eastman Kodak Company


Ms. SharinaBroughton




December 8, 2003 39

Phase IPhase I

December 8, 2003 40

Phase I Primary Goal:Phase I Primary Goal:The Prototype!The Prototype!

1. Take image of sign in Spanish 2. Export to laptop (or desktop) running Linux

kernel 2.4 or later (to mimic DSP)3. Run an X-Windows GUI guiding the user

(could use a macro assistant)4. Perform OCR on this5. Output the ASCII text to the translator

package - Open Translation Engine6. Output results on screen

December 8, 2003 41

Phase IPhase I 5 month Duration5 month Duration

ID Task Name Duration Start Finish1 Phase I 110 days Wed 1/7/04 Tue 6/8/04

2 Finalize Specifications 3 days Wed 1/7/04 Mon 1/12/04

9 Build Simulation 62 days Mon 1/12/04 Tue 4/6/04

19 Simulation Testing 28 days Wed 4/7/04 Fri 5/14/04

25 Funding Demonstratation 17 days Mon 5/17/04 Tue 6/8/04

31 Phase I Complete 0 days Tue 6/8/04 Tue 6/8/04 6/8

12/21 1/4 1/18 2/1 2/15 2/29 3/14 3/28 4/11 4/25 5/9 5/23 6/6 6/20December January February March April May June

• Finalize Specifications• Build Simulation• Simulation Testing• Funding Demonstration

December 8, 2003 42

Phase IPhase IManagement StructureManagement Structure


Image Processing/OpticsConsultant

Mr. Robert HillsDirector of Product Development

(retired)Eastman Kodak Company


Ms. SharinaBroughton




December 8, 2003 43

Phase I BudgetPhase I BudgetOverviewOverview

Salaries $77,917

Hardware/Software $19,650

Phase I Total $97,567

December 8, 2003 44

Phase I BudgetPhase I BudgetPersonnelPersonnel

5 month Duration5 month Duration

Salaries

#

AnnualCompensation

(each)

% of workdedicated to

project

Duration of work during phase (months) Cost for Phase

Project Manager 1 $100,000 40% 5 $16,667

Manager of Hardware Research 1 $80,000 50% 5 $16,667

Manager of Software Research 1 $80,000 50% 5 $16,667

Marketing and Sales Director 1 $80,000 20% 5 $6,667

Research Manager 1 $90,000 40% 5 $15,000

Digital Imaging Expert 1 $100,000 15% 5 $6,250

Sub Total $77,917

December 8, 2003 45

Phase I BudgetPhase I BudgetHardware/SoftwareHardware/Software

5 Month Duration5 Month Duration

Hardware/Software

# $ each Cost for Phase

Hardware

Digital Camera 2 $300 $600

Texas Instruments DSP Chips 5 $30 $150

TI Interface Hardware 1 $500 $500

Laptops or Desktops 6 $2,000 $12,000

Color Laser (with print server) 1 $2,000 $2,000

Software

LINUX license 6 $100 $600

C GUI SDK 2 $400 $800

Office Software 6 $500 $3,000

Sub Total $19,650

December 8, 2003 46

Phase IIPhase II

December 8, 2003 47

Phase IIPhase II

• Implement Final Management

• Software Development

• Setup Software Licenses

• Hardware Development

• Marketing

• Vendor Setup

• Final Testing

• Shift to Production Phase

ID Task Name Duration Start Finish1 Phase II 405 days Wed 6/9/04 Tue 12/27/05

2 Implement Final Management Plan 60 days Wed 6/9/04 Tue 8/31/04

5 Software Development 250 days Fri 7/9/04 Thu 6/23/05

15 Setup Software Licenses 30 days Wed 6/9/04 Tue 7/20/04

19 Hardware Development 114 days Wed 6/9/04 Mon 11/15/04

29 Marketing 30 days Fri 6/24/05 Thu 8/4/05

34 Vendor Setup 14 days Wed 10/26/05 Mon 11/14/05

39 Final Testing 88 days Fri 6/24/05 Tue 10/25/05

45 Shift to Production Phase 45 days Wed 10/26/05 Tue 12/27/05

48 Completion of Phase II 0 days Tue 12/27/05 Tue 12/27/05 12/27

3/28 5/9 6/20 8/1 9/12 10/24 12/5 1/16 2/27 4/10 5/22 7/3 8/14 9/25 11/6 12/18 1/29January April July October January April July October January

December 8, 2003 48

Phase IIPhase IIManagement StructureManagement Structure


Image Processing/Optics ConsultantMr. Robert Hills

Director of Product Development(retired)

Eastman Kodak Company


Ms. Sharina Broughton


Software ManagerMr. JoshLazernick

HardwareManager

Mr. Chad Hilton

Programmer Programmer Programmer

MarketingAssistant

VendorManager

QualityAssuranceSpecialist

LinguisticExpert

IndustrialEngineer

Clerical Staff

Clerical Staff

Human ResourceDirector

December 8, 2003 49

Phase II BudgetPhase II BudgetOverviewOverview

Salaries $531,458

Hardware/Software $100,000

Marketing $115,885

Phase II Total $747,343

December 8, 2003 50

Phase II BudgetPhase II BudgetPersonnelPersonnel

19 month Duration19 month DurationSalaries

#

AnnualCompensation

(each)

% of workdedicated to

project

Duration of workduring phase

(months) Cost for Phase

Project Manager (1) 1 $100,000 25% 19 $39,583

Manager of Hardware Research 1 $80,000 40% 19 $50,667

Manager of Software Research 1 $80,000 40% 19 $50,667

Marketing and Sales Director 1 $80,000 30% 19 $38,000

Research Director 1 $90,000 35% 19 $49,875

Digital Imaging Expert 1 $100,000 25% 19 $39,583

Programmers 3 $60,000 80% 16 $192,000

Marketing Assistant 1 $45,000 20% 10 $7,500

Vendor Manager 1 $50,000 30% 12 $15,000

QA Specialist 1 $60,000 30% 3 $4,500

Linguistic Expert 1 $55,000 30% 14 $19,250

Industrial Engineer 1 $60,000 80% 3 $12,000

Clerical Staff 2 $25,000 40% 5 $8,333

HR Director 1 $45,000 30% 4 $4,500

Sub Total $531,458

December 8, 2003 51

Phase II BudgetPhase II BudgetHardware/SoftwareHardware/Software


Hardware/Software

# $ eachCost for

Phase

Hardware

Injection Mold Casing 1 $60,000 $60,000

Software

Readiris OCR Engine: DRS1 8.0 1 $20,000 $20,000

Arsenal, Inc. Translation System 1 $20,000 $20,000

Sub Total $100,000

1 “Developer Reading System”

December 8, 2003 52

Phase II BudgetPhase II BudgetMarketingMarketing


Marketing

# $ each Cost for Phase

Color Advertisement in Magazine 4 $20,000 $80,000

Participate at Travel Convention 1 $20,000 $20,000

Internet Advertising $10,000 $10,000

Sample Units 50 $112 $5,600

Website (cost per month) 19 $15 $285

Sub Total $115,885

December 8, 2003 53

Phase II BudgetPhase II BudgetSpending CurveSpending Curve

Cumulative Costs in Phase II

$0.00

$100,000.00

$200,000.00

$300,000.00

$400,000.00

$500,000.00

$600,000.00

$700,000.00

$800,000.00

6/6/

2003

7/6/

2003

8/6/

2003

9/6/

2003

10/6

/200

3

11/6

/200

3

12/6

/200

3

1/6/

2004

2/6/

2004

3/6/

2004

4/6/

2004

5/6/

2004

6/6/

2004

7/6/

2004

8/6/

2004

9/6/

2004

10/6

/200

4

11/6

/200

4

12/6

/200

4

Software Licenses

Purchase Injection Molding

Initial Marketing

December 8, 2003 54

Phase IIIPhase III

December 8, 2003 55

Phase IIIPhase III

• Establish Production Budget• Acquire Wholesale contracts• Acquire Personal• Acquire Parts• Begin production• QC Established• Customer Support

ID Task Name Duration Start Finish1 Phase III 636 days Thu 12/29/05 Thu 6/5/08

2 Production Budget 60 days Thu 12/29/05 Wed 3/22/06

9 Acquire Wholesale Contracts 107 days Thu 1/5/06 Fri 6/2/06

14 Acquire Personel 60 days Mon 1/30/06 Fri 4/21/06

15 Acquire Parts 60 days Mon 1/30/06 Fri 4/21/06

16 Production 262 days Mon 6/5/06 Tue 6/5/07

17 QC is initalized (quality control) 262 days Mon 6/5/06 Tue 6/5/07

18 Customer Support 524 days Mon 6/5/06 Thu 6/5/08

19 Phase III complete 0 days Thu 6/5/08 Thu 6/5/08 6/5

10/9 12/4 1/29 3/26 5/21 7/16 9/10 11/5 12/31 2/25 4/22 6/17 8/12 10/7 12/2 1/27 3/23 5/18 7/13September January May September January May September January May

December 8, 2003 56

Phase IIIPhase IIIManagement StructureManagement Structure


Director of Sales and MarketingMs. Sharina BroughtonDirector of Research

Mr. Timothy Wyatt



Programmer

MarketingAssistant

VendorManager

QualityAssuranceSpecialist

LinguisticExpert

IndustrialEngineer

Clerical Staff

Clerical Staff

Human ResourceDirector

DistributionManager

CustomerSupport

CustomerSupport

CustomerSupport

CustomerSupport

CustomerSupport

Salesperson

Salesperson

TechnicalSupport

TechnicalSupport

December 8, 2003 57

Phase III BudgetPhase III Budget29 month duration29 month duration

Salaries

#

Annual Compensati

on (each)

% of work dedicated to project

Duration of work during

phase (months)

Cost for Phase

Monthly Expense

Project Manager (1) 1 $100,000 25% 29 $60,417 $2,083

Marketing and Sales Director 1 $80,000 30% 29 $58,000 $2,000

Research Director 1 $90,000 35% 29 $76,125 $2,625

Programmers 1 $60,000 80% 29 $116,000 $4,000

Marketing Assistant 1 $45,000 20% 29 $21,750 $750

Distribution Manager 1 $50,000 30% 29 $36,250 $1,250

QA Specialist 1 $60,000 30% 29 $43,500 $1,500

Linguistic Expert 1 $55,000 30% 29 $39,875 $1,375

Industrial Engineer 1 $60,000 20% 29 $29,000 $1,000

Clerical Staff 2 $25,000 100% 29 $120,833 $4,167

Customer Support 5 $25,000 100% 29 $302,083 $10,417

Sales 2 $40,000 100% 29 $193,333 $6,667

Technical Support 2 $35,000 100% 29 $169,167 $5,833

HR Director 1 $45,000 30% 29 $32,625 $1,125

Phase III Costs $1,298,958 $44,792

December 8, 2003 58

Phase III Profitability AnalysisPhase III Profitability Analysis

Number of Units to be Manufactured 48000

Sales Rate ( units / month ) 2000

Revenue per unit $279.97

Revenue per month $559,940

Manufactured Rate ( units / month) 4000

Manufactured Cost $111.99

Manufactured Cost per month $447,960

Total Costs (GA cost + manufactured cost) / month $492,752

Profitability Rates per month

Month 1-5 Phase III -$44,792

Months 6-17 Phase III $67,188

Months18-29 Phase III $515,148

December 8, 2003 59

Phase III Breakeven AnalysisPhase III Breakeven Analysis29 month duration29 month duration

Phase III Breakeven Analysis

-$2,000,000

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

1-0

6

3-0

6

5-0

6

7-0

6

9-0

6

11

-06

1-0

7

3-0

7

5-0

7

7-0

7

9-0

7

11

-07

1-0

8

3-0

8

5-0

8

Month (MM-YY)

Do

llars

Cumulative Revenue

Cumulative Costs

Income

Approximate Breakeven at

September, 2006

48,000 units in inventory

Net Income = $6.8 million

December 8, 2003 60

Final IssuesFinal Issues

December 8, 2003 61

RisksRisks

• Accuracy

• Competitors in the market

• Marketing data too optimistic

• Society acceptance

• Cost over-runs (cash flow)

• Form Factor

• Not able to acquire $225,000 for phase III

December 8, 2003 62

ConclusionConclusion

• The PhotoTranScriber is an exciting device that offers a solution to enhance the communication experience of those traveling abroad.

• The PhotoTranScriber will provide exceptional profit

December 8, 2003 63

Questions???Questions???

Presented by: Trent Busch Project Manager PhotoTrans Technologies, LLC representing CS410 Section...

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