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									The Silencer
                        Final

                Old Dominion University
                  CS 410 Red Group

April 9, 2011            SILENCER         1
          Organizational Chart
                                     Project Manager                            Member
                                       Brendan
                                                                                Consultant
                                      Geoghegan



                                     Web Design and
Hardware and         Lead Software                     Statistical         Marketing and
                                       Software
   Finance             Developer                        Analyst            Documentation
                                       Developer
  Samuel                               Donnie           Reda                     Dylan
  Shelor            Duc Nguyen                         Elgourbi                 Wheeler
                                       Goodson

               Software
                Design                  Wireless                     Wireless

          Dr. Steven                  Dr. Stephan               Dr. Michele
             Zeil                       Olariu                    Weigle
 April 9, 2011                        SILENCER                                        2
                                     Problem




Teen Crash Driver May Have Been Texting


   April 9, 2011                          SILENCER   3
                Problem Statement


     • Cell phone use while driving is
                dangerous!


April 9, 2011         SILENCER           4
     Fatalities & Driver Distraction

        •Each year, about 42,000 people
           die in U.S. auto accidents.

        •Driver distraction is the number
           one cause of auto accidents.

                   Source: NHTSA


April 9, 2011         SILENCER              5
           Leading Cause of Death
            Teenagers Are Dying!!




                               Source: StatisticsTop10
April 9, 2011       SILENCER                             6
                Deadly Habit

    •50% of teenagers admit to
  talking or texting while driving.


                               Source: The Today show


April 9, 2011       SILENCER                        7
                State Laws




April 9, 2011      SILENCER   8
               Let Us Protect Your Children
                 LET US PROTECT YOUR CHILDREN!




                                  Purchase the Silencer.




Download software directly from                            Lock our Bluetooth device
   our Bluetooth device into          Feel safe                  into the car.
  your children’s cell phone.




    April 9, 2011                      SILENCER                               9
                Our Solution




April 9, 2011       SILENCER   10
                 What is in the Box?
                 What’s in the box?



Secured Case                                       Instruction Manual
                     Bluetooth Device
                  Pre-loaded With Cell Phone Software



 April 9, 2011                  SILENCER                        11
                                                                MFCD
                                                                                                                Phone
                                                                                                               Brand A




                                Car
                                                                                                                    Phone Brand B


                                              Silencer Installed in Car




             Wireless Bluetooth Connection to Phone             Software on Silencer              Silencer Software Includes Specific Phone Brands

Cell Phone                                        The Silencer
                                                                                       Silencer
                                                                                       Software


                                                                                                                                            Phone
                                                                                                                                           Brand C

   April 9, 2011                                                          SILENCER                                                           12
                Car Starts…




                    Change to

                  Controlled State


April 9, 2011       SILENCER         13
                Car Stops…




                    Go Back to

                   Original State


April 9, 2011      SILENCER         14
                         Scenario 1
                         Scenario 2:
            Driver makes an emergency call
                          Silenced
Driver     Make a Call
                           Phone
                                              Record
                          911?           No     the
                                              Number

                              Y
                              e
                              s



                           Callee

April 9, 2011                 SILENCER                 15
                              Scenario 2
Driver exits the vehicle with out turning off car.
                 Leave the car,    Cell
  Driver            Reboot
                                  Phone
                                      In
                                  Silencer’s   Yes   Phone
                                   Range             Disable


                                      N
                                      o



                                  Phone
                                  Enable

 April 9, 2011                     SILENCER                    16
                         Scenario 3
                         Scenario 3:
 Parent in car, kids wants to use their phone
                                          Silenced
                Parent   Input Password
                                           Phone

                                             E
                                             n
                                             a
                                             b
                                             l
                                             e




                                          Phone

April 9, 2011                  SILENCER              17
          What We Don’t Do
 Disable 911

  Block Cell Phone Reception

  Disable Phones Without Our Software

  Will Not Initially Support All Brands

 Eliminate Car Accidents
April 9, 2011      SILENCER               18
        Bluetooth on the Rise




                        1              2      2                   1

                                       Year
                (1) “Bluetooth 2005”       (2) “Nokia Predicts”
April 9, 2011                    SILENCER                             19
         Initial Manufacturer Support




                              Source: IDC
April 9, 2011      SILENCER                 20
                        Risk Matrix
                  KEY
1. Workarounds Making Solution Worthless
2. Competition Solving the Problem First
3. Lack of Understanding in the Domain
4. Not Enough Customers Attracted
5. Unintentional Creation of Safety Issues
6. Security Problems with Bluetooth
7. Customers Unable to Install SW/HW
8. Dependency on Cell Phone Companies




  April 9, 2011                    SILENCER   21
                Competition




April 9, 2011      SILENCER   22
                Market Strategy
• Our product appeals to parents with
  teenagers in high school
• Beta testing by offering the product
  through PTAs and schools
• Initial market does not prevent expansion
  into wider markets
     – Businesses that provide cell phones or
        company vehicles
     – Government agencies
April 9, 2011          SILENCER                 23
                Project Schedule




April 9, 2011        SILENCER      24
                Software Schedule




April 9, 2011         SILENCER      25
              Phase 0 Organizational Chart

                                                      Brendan Geoghegan
                                                        Project Manager




  Donnie Goodson             Dylan Wheeler                Duc Nguyen            Samuel Shelor       Reda Elgourbi
Software / Web Design   Marketing / Documentation   Lead Software Developer   Finance / Hardware   Statistical Analyst




  April 9, 2011                                         SILENCER                                                     26
                 WBS Phase 0




                (Please see page 1-5 in the WBS handout for additional information)
April 9, 2011                       SILENCER                                          27
           Phase 0 Major Deliverables
•   MFCD
•   Organization Chart
•   Competition Matrix
•   Risk Matrix
•   Financial Plan
•   WBS
•   SBIR I Grant Proposal

April 9, 2011        SILENCER           28
              Phase 1 Organizational Chart
                                                      Brendan Geoghegan
                                                        Project Manager




  Donnie Goodson             Dylan Wheeler                Duc Nguyen                     Samuel Shelor                     Reda Elgourbi
Software / Web Design   Marketing / Documentation   Lead Software Developer            Finance / Hardware                 Statistical Analyst




                                                         Dr. Steven Zeil
                                                                              Dr. Stephen Olariu     Dr. Michele Weigle
                                                        Software Design
                                                                               Wireless Expert        Wireless Expert
                                                           Consultant




  April 9, 2011                                       SILENCER                                                                            29
                WBS Phase 1




                (Please see page 5-8 in the WBS handout for additional information)
April 9, 2011                       SILENCER                                          30
           Phase 1 Major Deliverables
• Documentations
   – Product Description Paper
   – Prototype Development Environment
     Requirements
   – Prototype Product Specification
   – Prototype Test Plan/Procedures
   – Product/Prototype User's Manuals
• Prototype Demonstration
   – Prototype Presentation I
   – Final Prototype Demonstration
• SBIR II Grant Proposal
April 9, 2011        SILENCER            31
                      Prototype MFCD
                            Wireless Bluetooth Connection




                  “Phone”                                   “Silencer”




                                                                         Silencer
Phone Brand C                          Phone Brand A                     Software




                                                                                          Phone Brand C




  April 9, 2011                           SILENCER                        Phone Brand B           32
                Phase 1 Budget




       Total Budget of Phase 1:   $79,500
April 9, 2011         SILENCER              33
          Phase 2
         Phase 2 Organizational Chart
                                                                   Project Manager




Software / Web Design           Marketing / Documentation      Lead Software Developer           Finance / Hardware               Statistical Analyst




                                                                                  Software                                                         Research
              Web Developer                    HR Representative                                             Bluetooth Expert
                                                                                 Consultant                                                        Assistant



                                                                                                             Budget / Financial
              Software Tester                   Technical Writer             Software Engineer
                                                                                                                Consultant




               Website Tester                                                                                Hardware Tester




  April 9, 2011                                                      SILENCER                                                                           34
                 WBS Phase 2




                (Please see page 8-10 in the WBS handout for additional information)
April 9, 2011                       SILENCER                                           35
           Phase 2 Major Deliverables
• Management Plan
     – Personnel Plan
• Marketing Plan
• Testing & Evaluation Plan
• Working Product Model




April 9, 2011           SILENCER        36
                  Phase 2 Budget
     Total Personnel:                           $779,000
     Total Budget of Phase 2:                   $779,000




                Budget Details Located in the Handout



April 9, 2011                SILENCER                      37
              Phase 3 Organizational Chart
                                                                 Project Manager




Software / Web Design         Marketing / Documentation      Lead Software Developer            Finance / Hardware                   Statistical Analyst




                                                                                                              Manufacturing                           Research
              Web Developer                  HR Representative              Software Engineer
                                                                                                                Compay                                Assistant



                                                                                                            Budget / Financial
                                              Marketing Expert                                                                                   Market Researcher
                                                                                                               Consultant




                                                            Advertising                                                          Payroll          Corporate Lawyer
                                                              Expert



                                                          Product Pricing                                                     Tax Expert
                                                              Expert



  April 9, 2011                                                    SILENCER                                                                                38
                 WBS Phase 3




                (Please see page 10-13 in the WBS handout for additional information)
April 9, 2011                       SILENCER                                            39
           Phase 3 Major Deliverables
• Production Plan
     – Retail
     – Online
     – Contract with Car Companies
     – Government Contract
• User Manual
• Marketing Plan
• Online Support
April 9, 2011        SILENCER           40
                Phase 3 Budget
• Employees            $1,133,000
• Building and Supplies $337,000
• Marketing             $147,000

• Total                         $1,617,000

April 9, 2011        SILENCER            41
                 Price Point

                 $100.00
                Per Silencer

April 9, 2011       SILENCER   42
                Market Potential
      12,500,000 Drivers 15-20 Years Old in the
      United States

        Assuming 5% of the US Market:
             625,000 * $100 = $62,500,000

        However, the market could obviously extend
        into other countries.
                                            NHTSA


April 9, 2011             SILENCER                   43
     When will we break even?




April 9, 2011   SILENCER        44
                Return on Investment
•   Reduction in Traffic Deaths
•   Reduction in Car Accidents
•   Reduction in Car Insurance Rates
•   Increase in Driver Safety
•   Increase in Passenger Safety
•   Increase in Traffic Flow Rate




April 9, 2011          SILENCER        45
                SBIR




April 9, 2011   SILENCER   46
                Management Plan
  •Set up full development team
  •Work within the WBS and emphasize
  Milestones
  •Report progress to beneficiaries and
  upper management



April 9, 2011        SILENCER             47
                      Funding Plan
• National Science Foundation
• Phase 1: Funding for up to $100,000
     – Proposal Deadline: June 10th, 2008
     – Topic: Software and Services
          • Subtopic: Mobile Applications
• Total Phase 1 Budget: $79,500
• Applicable For Grant: $79,500
• Not Funded By Grant: $0


April 9, 2011                     SILENCER   48
                Funding Plan
• Phase 2: Funding for up to $750,000 or 2 years
• Phase 2 Total Budget: $779,000
• Applicable For Grant: $518,000
• Not Funded By Grant: $261,000




April 9, 2011          SILENCER                    49
                Funding Plan
• Phase 3: Funded By Investors and Small Business
  Loans
• Phase 3 Total Budget: $1,617,000
• Total Budget Not Funded By Grants: $1,878,000


                   Funding Details Located in the Handout




April 9, 2011          SILENCER                             50
                Marketing Plan
•Target Market
  •Focus on Teenagers
  •Businesses may be interested
•Sell
  •in retail stores w/ installation
  •online for self installation
•Advertising
  •Testing through Schools
  •Local news stories about the product
April 9, 2011        SILENCER             51
                 Risk Plan
    •Workarounds
      •Sensor in secured box
    •Competition

      •Allow text messaging, distracting beep
    •Bluetooth Security
      •Bluetooth common, no special issue
    •Dependency on Cell Phone Companies
      •Working with largest companies
April 9, 2011       SILENCER                52
                 Staffing Plan
•Phase 0
  •6 unpaid CS students

•Phase 1
  •Consult Software Design, Wireless Experts,
  Technical Writer, Web Designer
  •Total - $70,000


 April 9, 2011       SILENCER             53
                 Staffing Plan
•Phase 2
  •SW, HW, & Website Testers,
  HR reps., Financial Consultant, Research
  assistant.
  •Total - $779,000

•Phase 3
  •Marketing, Advertising, Pricing experts,
  Payroll & tax experts, Lawyer.
  •Total - $1,132,600
 April 9, 2011       SILENCER                 54
                Evaluation Plan
Phase 0:
 Create plans and documentation
 explaining and defining a societal problem
 and our solution
Phase 1:
 Creating more documentation about our
 solution and creating a working prototype
 for our product
April 9, 2011        SILENCER             55
                Evaluation Plan
Phase 2:
 Creating multiple test prototypes and
 testing the product. Alpha and Beta
 testing are included in this phase
Phase 3:
 Success in this phase is measured by the
 profit made by the product. The Silencer
 would be mass produced and sold during
 this phase.
April 9, 2011        SILENCER           56
    Why Are We Doing This?




April 9, 2011   SILENCER     57
                             Questions?
                                        Project                                  Member
                                        Manager
                                                                                   Consultant
                                        Brendan
                                       Geoghegan




Hardware and                         Web Development   Statistical            Marketing
                     Lead Software    and Software      Analyst                 and
   Finance
                       Developer        Developer                           Documentation
  Samuel                                Donnie          Reda                      Dylan
                     Duc Nguyen
  Shelor                                Goodson        Elgourbi                  Wheeler


               Software
                Design                   Wireless                     Wireless

           Dr. Steven                  Dr. Stephan                   Dr. Michele
               Zeil                       Olariu                       Weigle

  April 9, 2011                         SILENCER                                        58
                         References
• AT&T. <http://businessesales.att.com/>.

• Autozone . <http://www.autozone.com/>.

• BestBuy. <http://www.bestbuy.com/>.

• "Bluetooth 2005 Future Trends and Opportunities in the Worldwide
  Market". Context World. October 2004.
  <http://www.contextworld.com/SpecialReportsBluetooth.html>.

• Circuit City. <http://www.circuitcity.com/>.



  April 9, 2011                   SILENCER                           59
                        References
• GoDaddy. Economy Plan. <http://www.godaddy.com>.

• Lowes. <http://www.lowes.com>.

• “IDC Finds Slower Growth in the Mobile Phone Market in 2007”. IDC25
  Jan. 2008. <http://www.idc.com/>.

• "Nokia Predicts Increase in Sales of Bluetooth Cell Phones".
  Telecommunications Industry News. 5 Jan. 2006.
  <http://www.teleclick.ca/>.

• Office Depot. <http://www.officedepot.com/>.


 April 9, 2011                  SILENCER                          60
                        References
• Top 10 Hosting List. 4 March 2008. <http://www.top10hostinglist.com/>.




 April 9, 2011                 SILENCER                             61

								
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