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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!
SauceGuacamolePotatoes BravoTortilla SpanishShrimp and ChickenShrimp and NoodlesPimentos with CheeseBread of Garlic
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)
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
SauceGuacamolePotatoes BravoTortilla SpanishShrimp and ChickenShrimp and NoodlesPimentos with CheeseBread of Garlic
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
Director of Sales andMarketing
Ms. SharinaBroughton
Director of ResearchMr. Timothy Wyatt
Software ManagerMr. Josh Lazernick
Hardware ManagerMr. Chad Hilton
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
Trent BuschProject Manger
Image Processing/OpticsConsultant
Mr. Robert HillsDirector of Product Development
(retired)Eastman Kodak Company
Director of Sales andMarketing
Ms. SharinaBroughton
Director of ResearchMr. Timothy Wyatt
Software ManagerMr. Josh Lazernick
Hardware ManagerMr. Chad Hilton
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
Trent BuschProject Manger
Image Processing/Optics ConsultantMr. Robert Hills
Director of Product Development(retired)
Eastman Kodak Company
Director of Sales andMarketing
Ms. Sharina Broughton
Director of ResearchMr. Timothy Wyatt
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
19 Month Duration19 Month Duration
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
19 Month Duration19 Month Duration
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
Trent BuschProject Manger
Director of Sales and MarketingMs. Sharina BroughtonDirector of Research
Mr. Timothy Wyatt
Software ManagerMr. Josh Lazernick
Hardware ManagerMr. Chad Hilton
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???