Foodcounts®

AN OPTIMAL FOOD DIARY SYSTEM

PREVIEW OF PROPOSAL

Foodcounts was conceived in 1999 years ago by a small group of contract system designers. The internet domain was purchased in February 2000. The trademark and software specification was registered with the UK Patent Office in November 2000.

Foodcounts will be a multi-level food information service and represents a brand new concept in home food management, providing a complete range of food-chain information together with on-line ordering to the main food-sellers, and in a format accessible to all. We are applying state-of-the-art neural network technology both in terms of database design and voice connection interfacings

We have conducted considerable product and market research both nationally and globally are are satisfied our applications are unique.

Our project reflected and reflects the objectives of the Foresight Directorate
http://www.bis.gov.uk/foresight/our-work/projects/current-projects/global-food-and-farming-futures

This proposal was presented in the sequence and format as required by the Smart Feasibility Award scheme
http://en.wikipedia.org/wiki/SMART_(grant_scheme) (grant scheme)

by Mike Allott
for Consensus Software Ltd (now Corporata Ltd)

March 2002

THE OPTIMAL FOOD DIARY SYSTEM: REPORT CONTENTS

1. THE PROJECT
2. THE OBJECTIVES
3. A TECHNICAL DESCRIPTION
4. THE LEVEL OF INNOVATION
5. COMMERCIAL EXPLOITATION
6. BUSINESS BACKGROUND AND PROJECT MANAGEMENT

FOOD DIARY SYSTEM: THE PROJECT

OVERVIEW

Foodcounts will be an internet-based food ordering and food information service

We address 2 major problems.[1]the current complexity and confusion associated with ordering food on-line, and [2] the lack of clear, easy-to-understand food-chain information from either government or product label sources. This is inhibiting and discriminatory, both in terms of market growth and of open access. The overriding difficulty is the absence of any agreed standard on food and food-seller taxonomies.

Our first approach, therefore, will be to identify, categorise, classify, and list:

all sellers of food
all items of food

And then go on to design a neural network architecture that will:

develop unique rapid access database hierarchies
incorporate a unique domestic barcode enquiry system
create a voice interrogation option
expand and explode nutrition and health info for all foods
codify cooking, storage and freezing instructions for automated use

ADVANTAGES OF THE FOODCOUNTS FOOD DIARY SYSTEM

consumers have greater choice on the method of home food delivery
consumers have improved information access on food issues
consumers with disabilities have equal access
on-line food-sellers can offer added value by offering open access
smaller food-sellers can compete on providing home food delivery
appliance manufacturers are waiting for our database technology

AIMS OF FOODCOUNTS

to contribute to an improved understanding of the food chain
to make food information technology accessible to all
to be an integral part of the information chain that impacts on consumer choice
to develop a system prototype that focuses on the selected market segment of convenience meals.

FOOD DIARY SYSTEM: THE OBJECTIVES

LONGTERM

Our long-term for all sellers. Individual information profiles will be produced fo each product and for each seller. Without these profiles the system software cannot be implemented. The logistics on this are explained in the next sections: Technical Description and Level of Innovation.

IMMEDIATE

Our short-term objective is to produce a system prototype based on a small segment. We have selected the food category of convenience meals plus 1000 prime foods. The seller database will be Tesco+Asda+Sainsburys+5 small/medium sellers. Because of the nature of the market, this prototype product will be commercially viable on a stand alone basis

To produce our prototype the Key Tasks will be:-

KEY TASK [OBJECTIVE]	STANDARD OF PERFORMANCE	by:
Finalise product profile design	Approval by team	Month 1
Finalise seller profile design	Approval by team	Month 1
Finalise consumer profile design	Approval by team	Month 1
Construct core product profile database	Input speeds/response times and hyperlink times to be specified as targets. Also approval by outside consultants	Month 2
Construct and Integrate:		Month 2
ingredient database		Month 2
US nutrient database		Month 3
e-number database		Month 2
functional-food database		Month 2
seller profile database		Month 2
consumer profile database		Month 3
Write up programme code+algorith	See separate specification	Month 4
Input 2000 package food items to database	Cost per item-input and time per item-input to be set	Month 5
Input 1000 prime foods/ingredients		Month 5
Input 1000 e-numbers/additives		Month 5
Input 100 functional food		Month 5
Presentations to 5 national sellers	Selling objectives to be set for each individual presentation	Month 5
Presentations to 3 disability groups		Month 3
Presentations to 3 appliance manufacturers		Month 3
Presentations to 3 national manufacturers		Month 3
Presentations to 3 scanner manufacturers		Month 3
Produce market report	Quantify market demand	Month 4
Run test of prototype	Specify 3 month sales target	Month 6
Produce Product Development Report	Project future revenues	Month 9

The time table on these key tasks is shown in more detail on page 6

FOOD DIARY SYSTEM: TECHNICAL DESCRIPTION

First, our database is to be constructed as follows:

food-seller ID + group ID + seller type ID + location ID

food-item ID + department ID + aisle ID + section ID + shelf ID + food-set ID

brand ID + weight ID

food item narrative description

packaging code ID + cooking codes ID + freezing codes ID + storage codes ID

ingredients ID + minerals ID + vitamins ID + lipids ID + amino acids ID

functional foods ID

e-numbers ID + risk-food ID

consumer ID + location ID + kitchen appliances ID + health needs ID + disability ID

The full profiles for food-seller, food-item and consumer are shown under appendix A

For the purposes of the pilot, the input of profile data will be manual, and this may also be the long-term option. However, during the period of the pilot project we will attempt to persuade product manufacturers and food sellers to provide food-item data through bulk transmission, and our system will be designed to allow for this [code x will be implanted]

By markedly expanding the food-item class system, as we have, we will simplify, amplify, and speed up the product search process. And with the use of algorithm [y] linked to our concept of core-identity [see appendix B] we have created a unified system solution. The technical work on this is now complete. Web and barcode scanning interface is also now in place.

We need to develop interface capability with mobile and palm [we propose to use code Z]

We also need to develop voice interrogation and voice response [we prose to use code X1]

The operation of a pilot will determine to what extent food-sellers, food-manufacturers, appliance manufacturers and consumer groups support the project. This in turn will determine the level of future market segmentation, from which will follow more targeted technical priorities.

However at the current prototype specification we have the appropriate expertise to progress the project.

FOOD DIARY SYSTEM: LEVEL OF INNOVATION

“Our vision is that in the future, all stakeholders in a transparent food chain will trust and be confident in the information they receive and will be able to access it in the form they need.” - Food Chain and Crops for Industry report [Foresight]

This vision goes to the heart of the Foodcounts concept. We also offer these innovations:-

New standards on food labelling

We provide a broad-based coded taxonomy covering all aspects of the supply side of the food chain, requiring no changes on the part of food suppliers, but which provides an opportunity to record and present information in a standard and accessible format.

New bands of health and nutrition information

We link information provided by food manufacturers to a much widened base of health and nutrition data, with the further option of selection-choice based on any of these health/lifestyle parameters.

New pathway for intelligent kitchens

We code all instructions on cooking and freezing in a standard format, and in an appropriate computer language, to provide the first ever practical application for the automated cooking and storage of packaged foods.

Scanning food in the home

We include the option of barcode scanning to simplify and speed up access to information

New voice recognition system

We introduce state of the art voice recognition technology, offering an open 2 way connection to the Foodcounts database and the range of information services. The accessibility and the simplicity of voice recognition will have a significant impact.

National database of food items

We have the capability to create a unique national database of all food items, based on product bar codes for packaged food items and our own coded list of base-food items. This would be linked to a new method of search and retrieval, offering total consumer choice in on-line food purchase. We have already developed an intelligent system to harmonize product data and food-seller data. This will allow us to offer a full on-line ordering service either as a relay to existing on-line suppliers or to other sellers who do not have the technology in place.

5. FOOD DIARY SYSTEM: COMMERCIAL EXPLOITATION

Our short-term aim is to develop Foodcounts as a system prototype around the narrower market of convenience foods.

The core of this market is: [based on the numbers of products]

Food-seller	Own-brand	Heinz	Birds eye	Other brands
Tesco
Sainsbury
Marks&Spencer
Asda
Safeway
Waitrose
Other

The estimated total value of sales is £0.5 billion per annum of which 5% is currently bought on-line. So in essence we have 2 separate markets. First, based on sales volume, where we would be creating our own share in respect to home delivery. Second, based on listed product items, for which we would be creating a new market in providing product information.

Our target customers would be

Market Segment	Product Segment	Revenue Stream
Food-sellers on-line	Diverted ordering+info links	Commissions+premiums
Food-sellers on-line	Info links only	Premiums
Food-sellers	Full ordering+info	Fees+commissions+premiums
Food-manufacturers	Info links	Premiums
Appliance-manufacturers	Cooking and freezing codes	Development fees
Consumers-health lifestyle	Full ordering and/or info	Subscription+appliance sales
Consumers-technophobes	Full ordering and/or info	Subscription+appliance sales
Consumers-disabilities	Full ordering and/or info	Subscription+appliance sales

We will enter the seller and manufacture market by direct sales approach supported by web, powerpoint and brochure presentation. We will connect to the consumer market by approaching those organisations who promote health issues and support disability needs. When the Foodcounts prototype is launched we will focus on an internet email campaign supported by selected press advertising to identify the Foodcounts internet domain.

Competiton

At present there is no organisation providing the Foodcounts ordering and information service. Those sellers who are providing an on-line service have all developed identical systems which are slow to access and provide limited product information. Also there is no current provision on the part of food-sellers or food manufacturers, both here and in Europe, to make packaging information fully accessible to either disabled consumers or to the intelligent kitchen technologies. There is a strong possibility that future disability discrimination legislation will give us a significant market advantage in this regard.

FOOD DIARY SYSTEM: OUR BUSINESS BACKGROUND

The intellectual property of Foodcounts belongs to Consensus Software Ltd.The company was set up 10 years ago primarily as a vehicle for contracting out his system building skills.

Consensus Software has also driven a number of non-commercial web-based development projects

Extra staff resources will be drawn in to assist with the compilation of the prototype database. Agency staff with basic input skills will be used. Should we require back-up on programming, contract staff have been identified and will be available. We have fully equipped office facilities with on-line terminals for a minimum of 5 work-stations

We have private capital in place to support part funding of the project, either in the form of lending or as injected capital with share dilution.

The project delivery costs, over 9 months, will be £100,000 [to be proportioned as 100%]The main costs are associated with system design and coding. Without external funding to support the project the main principals would have to continue seeking guaranteed income through contract work, and therefore the proposed project would not proceed.

by Mike Allott
March 2002