DiriParkParking Guidance System

Milestone Presentation

Red Team — CS 410 Spring 2009 April 9, 2009

Who We Are

April 9, 2009 2DiriPark — Milestone 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

April 9, 2009 3DiriPark — Milestone Presentation

Available parking spaces are difficult to locatein a parking garage

April 9, 2009 4DiriPark — Milestone Presentation

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

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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

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

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

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Source: [3] IBISWorld

Our Goal

Provide a space availability system that is:

– Flexible– Intuitive– Real-time

April 9, 2009 DiriPark — Milestone Presentation 10

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

April 9, 2009 DiriPark — Milestone Presentation 11

DiriParkParking Guidance System

April 9, 2009 DiriPark — Milestone Presentation 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

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April 9, 2009 DiriPark — Milestone Presentation 15

DiriPark

April 9, 2009 16DiriPark — Milestone 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

April 9, 2009 DiriPark — Milestone Presentation 18

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

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

• Requirements Analysis– Conceptualize Project Solution

• Presentations

April 9, 2009 DiriPark — Milestone Presentation 22

Phase 0

Milestones

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

• Milestone Presentation– Documentation

• Final Presentation– Create SBIR

April 9, 2009 DiriPark — Milestone Presentation 23

Phase 0

Presentations

Red Team

Experts

April 9, 2009 24DiriPark — Milestone Presentation

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

• Online Discussion Board

• Weekly Team Meetings

• Email

April 9, 2009 DiriPark — Milestone Presentation 25

Phase 0

Communication

Resources• CS Server• Rapid prototyping

– Mockups– Simulated data

Costs• N/A

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Phase 0

Resources and Costs

Phase 1CS 411

April 9, 2009 DiriPark — Milestone Presentation 27

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

• Prototype Demonstration– Prototype Presentation 1– Final Prototype Demonstration

• Documentation• Website

April 9, 2009 DiriPark — Milestone Presentation 28

Phase 1

Milestones

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

• Software– Database– Algorithm

April 9, 2009 DiriPark — Milestone Presentation 29

Phase 1

Prototype Design

Red Team

Experts

Phase 1 – Staffing

April 9, 2009 30DiriPark — Milestone Presentation

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

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

Costs– Employee wage $15 / hour

April 9, 2009 DiriPark — Milestone Presentation 31

Phase 1

Resources and Costs

Phase 2Critical Design

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Phase 2

Milestones• Hardware

– Server– Sensors– Vehicle Counter– Display Method

• Software– Database– Algorithm

April 9, 2009 DiriPark — Milestone Presentation 33

Red Team

Experts

Phase 2 – Staffing

April 9, 2009 34DiriPark — Milestone Presentation

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

Resources– TBD

Costs– Software Developer $75,000– Project Lead $100,000– Web Developer $60,000– Financial Specialist $62,000– Marketing Specialist $62,000– System Administrator $75,000

April 9, 2009 DiriPark — Milestone Presentation 35

Phase 2

Resources and Costs

Phase 3Production Out-years

April 9, 2009 DiriPark — Milestone Presentation 36

Phase 3

Production Out-years

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

April 9, 2009 DiriPark — Milestone Presentation 37

Phase 3 – Staffing

April 9, 2009 38DiriPark — Milestone Presentation

Project LeadAdministrative

Customer Service Representative

Financial Specialist

Marketing Professional

TechnicalOn-site Hardware Support

Software Developer

Software Developer

System Administrator

Resources– TBD

Costs• System Administrator $75,000• Software Developer $75,000• Financial Specialist $62,000• Customer Service Rep $42,000• Project Lead $100,000

April 9, 2009 DiriPark — Milestone Presentation 39

Phase 3

Resources and Costs

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

April 9, 2009 DiriPark — Milestone Presentation 40

Installed On-siteSoftware

• Database• System Software

April 9, 2009 DiriPark — Milestone Presentation 41

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

April 9, 2009 DiriPark — Milestone Presentation 42

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

April 9, 2009 DiriPark — Milestone Presentation 45

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

Evaluation PlanPhase 0– Idea developed– Project website

developed

Phase 2– Product design– Software module

development– Software module testing– Integration testing– Finished product

Phase 1– Prototype design– Working prototype– Initial customer

demonstration

Phase 3– First sale completed– Product released– Marketing plan developed– Successful marketing– New contracts acquired

April 9, 2009 46DiriPark — Milestone Presentation

References

# Source Slide of Appearance

1 US Department of Transportation, January 2007 5

2 Reuters, December 9, 2008 7

3 IBISWorld, March 20, 2009 9

April 9, 2009 DiriPark — Milestone Presentation 47

Who We Are

April 9, 2009 48DiriPark — Milestone Presentation

Mark BullardProject Lead, Marketing

Administrative

Steven Murray Risk Mitigation

Garnett WilsonFinancial Specialist

Technical

Dominic EldridgeSoftware Developer

Gabor EszesWeb Developer

Thomas SuiterHardware Specialist