Berenschot on rapid manufacturing


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The ins and outs of rapid manufacturing and its consequences for your business model presented by Martijn Laar of Berenschot. This presentation is based on the work of the Custom Fit EU framework 7 program.

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Berenschot on rapid manufacturing

  1. 1. Agenda Berenschot on Rapid Manufacturing 1. Rapid manufacturing is shaping our future 2. Why Rapid Manufacturing? 3. Realizing the business potential of Rapid Manufacturing 4. The future is yours Opportunities, issue and a vision on the future Berenschot: Martijn Laar 1 2 Rapid manufacturing is shaping our future Rapid manufacturing is shaping our future What’s Wireless ? technology breakthroughs in hearing aids technology? 1900 1940 1960 1980 2000 2008 In the lab in the army in the company at home on the move Nano Technology? rapid rapid Bio prototyping manufacturing Technology? Rapid Manufacturing! Future : widespread on demand printing in your own home? 3 4 Rapid manufacturing is shaping our future Rapid manufacturing is shaping our future from... ‘anyone that has any spareparts on him?’ Le sack, your own selfshaped vase Video 1 To… Gifts can now be really personal! on demand and on location printing of spareparts design your object in 2 minutes - Shapeways Creator.flv 1
  2. 2. Agenda 2. Why Rapid Manufacturing? When to choose RM: 1. Rapid manufacturing is shaping our future 2. Why Rapid Manufacturing? • “Adding a personal touch” to existing products (customized add-ons) • Driven by consumer demand 3. Realizing the business potential of Rapid Manufacturing • “Engineering the impossible” (new functionalities) 4. The future is yours • Driven by technology / engineering • The affordable alternative enabling very small batch sizes • Driven by process economics • “Unique, individual products at an individual price” • full customization, driven by consumer demand 7 8 2. RM allows for new business models : spare parts 2. RM allows for new business models : hearing aids Traditional automobile spare part supply chain fitting Design Transport WASTE o time consuming Transport (30-80%) o costly process final transport old Production Storage o uncomfortable Repair/ Audiogram & Mass (Inject. Mould) (Bulk/ assembly o power in the chain wax model production manual Regional) with labs / audiologists Receipt Shaping & tuning (local service) RM automobile spare part supply chain Final No waste (0%) customized hearing aid Transport o perfect fit Repair/ new o invisible & comfortable assembly o first time right (cost saving) Design 3 D Printing (local shop) direct scanning CAD model & audiogram rapid manufacturing o no middlemen (cost saving) Shorter value chain, supreme lead times, lower costs o power with manufacturer 9 10 2. Why Rapid Manufacturing? 2. Why Rapid Manufacturing? Issues with the current RM technology: Benefits: • Just a few dozen commercially available materials, mostly polymers : limited specifications & functionality • Reduction of waste, material use, tooling, cycle and lead times, • Few machines for processing metals or other non- stocks, warehousing and transport Video 6? polymers • Complex designs first time right • Not yet all machines able to handle multi-materials or colours • Allows for geometrically customized products • Machine size limits product sizes (avg. 40*40*40cm) • Freedom of design in 3D (freeform, no moulds) • Machine speed is limited • Costs are lowering yearly: machines available from • Co-creation of all design (products designed by consumers) $5.000 up, but most materials are still expensive 11 12 2
  3. 3. Agenda Start with the customer: what is the benefit for the end user? 1. Rapid manufacturing is shaping our future Key question : can RM deliver significant added value on an important 2. Why Rapid Manufacturing? customer requirements? Does RM offer your product a: 3. Realizing the business potential of Rapid Manufacturing Low Cost Status, • relevant advantage? Exclusivity 4. The future is yours • significant advantage? Quality, 0 Effective- reliability, 0 Radar ness • sustainable advantage? Injury Well being • perceived advantage? prevention over innovative alternative solutions? 13 14 Check the strategic fit of RM technology Identify the business barriers to overcome barrier Custumization through RM What is starting the point for your RM-ambitions: liability • “we want RM to better respond to consumer demand” Take an data ownership Legal • “we want RM to reduce our process time & costs” integral IPR CE marking view on RM Explaining the benefit What is the strategic impact of RM on the value chain development Cooperation of trade partners commercial • supplier base from the early Lead times Information flows • trade relations start onwards! Initial investment (R&D, ICT and equipment) • government and law makers (release, approbation) Switching costs financial As a project, Volumes and price premiums customization Working capital gains What is the strategic impact of RM on my organization through RM Speed • processes Technological Dimensions • people will fail Materials • skills 15 16 Barriers along the road: from data to sales Product design : the customer as co-designer has significant impact Data Product Supply Commer Data Product Supply Commer capture design chain cialisation capture design chain cialisation Legal issues § data gathering, storage and dissemination § customers want to customize aesthetics first § privacy laws for geometrical vs. medical data § visual impressions: impact on the brand § IPR : o who own it o differences in local legal frameworks § impact on the design process & the designers o hard deliverables : potential is not patentable § what if design & production are outsourced? § product architecture and RM Practical issues § scanning: costs, size, time and privacy issues (modular add-ons or integral re-design?) § centralised vs. decentralised data capture § data ownership & commercial use § health, safety and approbation limits § ICT knowledge and storage capacity 17 18 3
  4. 4. The impact of RM on the supply chain Commercialisation: why would RM sell? Data Product Supply Commer Data Product Supply Commer capture design chain cialisation capture design chain cialisation § logistic impact of RM: § customers care about product benefits, - fundamental choice: the CODP not about production techniques (NB Radar model) - impact on stocks and tooling - lead times and flexibility § market acceptance & product credibility depend on the brand & communication § RM is re-shaping the chain: (scientific / functional proof is not enough) - buy-in from the dominant players in the chain: push or pull? § who will interface with your end user? - increased need for info sharing - minimalise the hassle and cooperation - agree early on liability / financial sharing - support your ambassadors 19 20 The principles applied (1): Abandon business case dental implants The principles applied (2) : rapid manufactured hand grips RM § revolution in the traditional chain : whole new business concept Easy to make, but traditional technologies deliver the same benefit § time and convenience benefit for the end user § large efficiency gains in the total chain Embrace Body protection (bands, tapes etc) § first time right products RM time in days total costs in € 40 2500 ü Happy dentists Technique of the player 35 30 2000 ü Happy insurance co’s 25 ü Happy customers Material, shape and wrappings for the grip 1500 old 20 old new 15 1000 new ü Happy company Material, size & weight of the racket 10 500 5 Health and training of the player 0 v Extremely unhappy dental labs 0 21 22 Agenda 6. The future is yours… but how do you get there? 1. Rapid manufacturing is shaping our future 1) Scoping: targets, partners, criteria, alternatives è project set up 2. Why Rapid Manufacturing? 2) Current situation: market research (customer demand business constraints, system requirements, competition, 3. The technological state of the art (and its limitations) current production/design, improvements, legal issues, environment, patent check è Characteristics of RM solution 4. Realizing the business potential of Rapid Manufacturing 3) Feasibility study, Physical principles, function vs process check, 5. The future is yours detailed research, data capturing è Feasible RM solution 4) Business case: gain over current, benefits over other alternatives, proposed supply chain, business plan, financial implications è Commercial feasibility 5) Implementation plan: development and introduction planning, milestones, partners and responsibilities, action planning è Turn key plan 23 24 4
  5. 5. Do’s and Don’ts in realizing the business potential of RM DO DON’T § think about the business § see RM as the only way forward: implications of RM up-front other innovations might provide § take an integral view on RM: better solutions to your problem § overestimate the market impact manage your buy-in in the chain of RM : customers care about § regard RM as a strategic priority: what products bring them, not as a innovation trial or status how they are made project, it will fail § do not isolate scanning, software, § go for the total business machines, materials and gains of RM instead of just processes from each-other in tool reduction the R&D process 25 5