Презентация на конференции ЦМИТов Москвы 22 июля

1. 3Д ПЕЧАТАНИЕ:
ПРЕДПРИНИМАТЕЛЬСТВО,
БИЗНЕС МОДЕЛИ
УСТОЙЧИВОЕ РАЗВИТИЕ
Dr Ludmila Striukova !
Prof. Thierry Rayna
ЦМИТ !
22 июля 2016

2. About me
Dr Ludmila Striukova!
Senior Lecturer (Associate Prof.) in Management!
University College London!
Associate Editor of Int. J. of Entrepreneurship and
Innovation Management!
e-mail: l.striukova@ucl.ac.uk

3. 3D PRINTING…

5. ‘Additive’ adoption
1980 1990 2000 2010 2020 2030 2040
Adoption
2050
Rapid prototyping
Rapid Tooling
Direct manufacturing
Home fabrication
© Thierry Rayna Ludmila Striukova 2014. Some rights reserved.
Except where otherwise noted, this worked is licensed under
http://creativecommons.org/licenses/by/4.0/

6. ENTREPRENEURSHIP

7. Issues faced by entrepreneurs
NPD issues (Complexity , High failure rate)!
Technical issues (Lack of technical resources, Defective products)!
Market issues (Creating demand, market and delivery channels,
Understanding and meeting customer expectations and needs, Poor market
research and analysis, Market segmentation, Product entry and exit,
Scalability Competition)!
Financial issues (Initial cost of production, Lack of financial
resources, Venture Capital issues)!
Business model issues
!

8. Pressa
Bottle

9. SCENIC

10. 5 Phases

11. Avegant

12. Direct manufacturing
Manufacturing can be done on demand!
Enables continuous product development; customer
feedback and ideas of improvements can be integrated in
the product in real time.!
Important as entrepreneurs often have difficulties
understanding and meeting customer expectations carry
out poor market research and analysis.!
Scalability becomes possible

13. Prototype Early production
Rapid prototyping Direct manufacturing Rapid tooling
Mass distribution
3D printing
trad. manuf.
Product development

15. Prototype Early production
Rapid prototyping Direct manufacturing Rapid tooling
Mass distribution
3D printing
trad. manuf.
Product development
Prototype Mass distribution
trad. manuf.
Prod. dev.
large
investment
needed
Immature
product
Proof of
commercial
potential?
Gap

16. Meet Max…

17. 3D PRINTING & BUSINESS
MODEL INNOVATION

18. ‘Additive’ adoption
1980 1990 2000 2010 2020 2030 2040
Adoption
2050
Rapid prototyping
Rapid Tooling
Direct manufacturing
Home fabrication
© Thierry Rayna Ludmila Striukova 2014. Some rights reserved.
Except where otherwise noted, this worked is licensed under
http://creativecommons.org/licenses/by/4.0/

19. Business Model Framework
Value Proposition
Product offering
Service offering
Pricing model
Value Capture
Revenue model
Cost structure
Profit allocation
Value Delivery
Distribution Channels
Target market segments
Value
Communication
Communication channels
Ethos and story
Value Creation
Core competencies
Key resources
Governance
Complementary assets
Value networks
Rayna and Striukova (2014)

20. Business Model Framework
Value Proposition
Product offering
Service offering
Pricing model
Value Capture
Revenue model
Cost structure
Profit allocation
Value Delivery
Distribution Channels
Target market segments
Value
Communication
Communication channels
Ethos and story
Value Creation
Core competencies
Key resources
Governance
Complementary assets
Value networks
Rapid prototyping
Rapid tooling
Direct manufacturing
+/-
+/-
+/-
Home fabrication
+/-
+/-
Rayna and Striukova (2014)

21. RETHINKING VALUE
CAPTURE

22. +
+
+
+

23. +
+
+
+
{ }

24. WHAT ROLE FOR
FIRMS?

25. FIRMS =
GATEKEEPERS

27. WHAT ABOUT
SUSTAINABILITY?

28. Impact of 3D Printing on
Sustainability
Rapid prototyping Rapid Tooling
Direct
manufacturing
Home fabrication
+ ++ +++++++++++ ?

29. Injection moulding 3D Printing
Cost
Units
Cost
Units
MOQ = 1MOQ = 30,000

30. Consequence
Production no longer has to be concentrated!
1. Time-wise (no need to produce a lot at once)!
2. Location-wise (no need to produce a lot at the same
location)

31. PITO (Product In – Trash Out)

32. DIDO (Data In – Data Out)

33. On demand production
Less waste (actual demand vs estimated demand)!
Lower storage costs (raw materials only)!
Lower transportation costs (raw materials only)!
And decreased pollution !
Better fit products!
More fixable products

34. One (two) more things…
Subtractive vs additive (90% less waste)!
Regional development (no longer live in a city!)!
Sustainable development for developing countries!
Tools fit for local conditions!
Spare parts

35. WHAT COULD
POSSIBLY GO WRONG?

36. Direct manufacturing

37. Cost p.u.
Units
Direct manufacturing
Mass manufacturing

39. Critical role of policies
Barcelona: move towards self-sufficiency (March and
Ribera-Fumaz, 2014)!
EU: reducing ecological footprint with factories
integrated in residential areas (Vallés, 2013)!
Canada, Russia: development of regions difficult to
access

40. Home fabrication

41. Waste?

42. Waste?

43. SOLUTIONS?

44. A cleaner tech?
3D printing =!
No additional cost for complexity (shape)!
Significant additional cost when adding extra
material!
Fewer materials = more recyclable!
Uni-material objects

45. picture of bottle -> filament

46. Concentrated
Decentralised
Homefabrication
DirectmanufacturingCountry
Region
City
Borough
Plastic
Metal, ceramic, etc.
InjectionmouldingWorld
Base parts

47. Conclusion
3D printing technology displays properties that are
particularly close to the requirements of sustainable
development!
But, there are hurdles on the way:!
No economies of scale!
Finding purpose!
Critical role of policies

48. Questions?
trayna@novancia.fr
@ThierryRayna
l.striukova@ucl.ac.uk