diri park parking guidance system

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

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

Source: [2] Reuters

Affected Enterprises

• Airports• Dining• Hospitals• Sport stadiums

• Convention centers• Entertainment venues• Retail• Universities

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

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

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

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

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

Phase 0CS 410

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

• Requirements Analysis– Conceptualize Project Solution

• Presentations

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

Administrative

Technical

Kevin GallagherParking Department

City of Hampton

James LongParking Services

Old Dominion University

Phase 0 – Staffing

• Online Discussion Board

• Weekly Team Meetings

• Email

Phase 0

Communication

Resources• CS Server• Rapid prototyping

– Mockups– Simulated data

Costs• N/A

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

Phase 1

Milestones

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

• Software– Database– Algorithm

Phase 1

Prototype Design

Red Team

Experts

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

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

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

Phase 2

Resources and Costs

Financial SpecialistHardware Special-

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

Project LeadAdministrative

Customer Service Representative

Marketing Professional

TechnicalOn-site Hardware Support

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

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

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

$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

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

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

Technical RisksT1. Inaccurate predictive analysisT2. Inefficient display of data

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

3 IBISWorld, March 20, 2009 9

Who We Are

Administrative

Technical

diri park parking guidance system

parking garage

garage system

space availability system

facilities9 source

sensor array

sensor input

display devicesmay

zone recommendations

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