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PROPRIETARY AND CONFIDENTIAL1
@MAKERBOT • MAKERBOT.COM • EU.MAKERBOT.COM
How to enter Europe
Alexander Hafner, General Man...
PROPRIETARY AND CONFIDENTIAL2
How I did start with MakerBot
MAKERBOT
Alexander Hafner- General Manager MakerBot Europe
198...
PROPRIETARY AND CONFIDENTIAL3
Were MakerBot did start
MAKERBOT
Stuttgart – Germany
Country Germany
State Baden-Württemberg...
PROPRIETARY AND CONFIDENTIAL4
Global Sales Market
$ 3.1 B $ 12.5 B $ 21.0 B
2013 – Actual 2018 2020
Source: Wohlers Associ...
PROPRIETARY AND CONFIDENTIAL5
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
Americas APAC EMEA
Enterprise
Consumer...
PROPRIETARY AND CONFIDENTIAL6
We cover the strong B2B Markets
563
254 230
54 50
42
119
709
499
355
60 59
106
313
0
100
200...
PROPRIETARY AND CONFIDENTIAL7
0
500
1000
1500
2000
2500
3000
3500
$0 $5.000 $10.000 $15.000 $20.000 $25.000 $30.000 $35.00...
PROPRIETARY AND CONFIDENTIAL8
The Vendors in the industry
MAKERBOT
PROPRIETARY AND CONFIDENTIAL9
MAKERBOT
3D ECOSYSTEM
The MakerBot 3D Ecosystem
sets the standard in making
user-friendly 3D...
10 PROPRIETARY AND CONFIDENTIAL10 PROPRIETARY AND CONFIDENTIAL
MAKERBOT
The Ecosystem Elements
HARDWARE ACCESSORIES APPS F...
PROPRIETARY AND CONFIDENTIAL11
Gartner’s Hype Cycle Analysis Of The 3D Printing Market
The Ecosystem for The Hype
MAKERBOT
PROPRIETARY AND CONFIDENTIAL1212 PROPRIETARY AND CONFIDENTIAL
MAKERBOT
REPLICATOR Z18
MAKERBOT
REPLICATOR MINI
MAKERBOT
RE...
PROPRIETARY AND CONFIDENTIAL13
Easy to replace
Sends notifications to
MakerBot Desktop and
MakerBot Mobile apps
Detects fi...
PROPRIETARY AND CONFIDENTIAL1414 PROPRIETARY AND CONFIDENTIAL
1 Prepare for Printing
2 MakerBot Cloud Library
3 3D Print M...
PROPRIETARY AND CONFIDENTIAL15
Design
14 Days
Assemble
5 Days
Machine
1-10 Days
Waiting for Parts Delivery
30-40 Days
Trad...
PROPRIETARY AND CONFIDENTIAL16
Berlin
DEUTSCHLAND
Luxemburg
The Blue Banana
MAKERBOT EUROPE
en.wikipedia.org/wiki/Blue_Ban...
PROPRIETARY AND CONFIDENTIAL17
Where we are now
MAKERBOT EUROPE
Working committed
to European channels
28 Countries covere...
PROPRIETARY AND CONFIDENTIAL1818 PROPRIETARY AND CONFIDENTIAL
MakerBot Europe
Providing customer Hotline
Supporting Distri...
PROPRIETARY AND CONFIDENTIAL1919 PROPRIETARY AND CONFIDENTIAL
MakerBot Europe MakerCare – Service Package
MakerCare is in ...
PROPRIETARY AND CONFIDENTIAL20
Selling through a 2 Tier Channel Modell
MAKERBOT EUROPE
PLATINUM
CUSTOMER
Full customer sat...
PROPRIETARY AND CONFIDENTIAL2121 PROPRIETARY AND CONFIDENTIAL
For giving first information
www.makerbot-reseller.zone
For ...
PROPRIETARY AND CONFIDENTIAL2222 PROPRIETARY AND CONFIDENTIAL
Marketing - Localizing portfolio will boost sales
Campaigns
...
PROPRIETARY AND CONFIDENTIAL2323 PROPRIETARY AND CONFIDENTIAL
8105
follower
Cross & net reach with: events, social, press
...
PROPRIETARY AND CONFIDENTIAL24
Overall lead time may much higher than you think
Prepare on operation early (entity, legal,...
PROPRIETARY AND CONFIDENTIAL25
Don’t sell directly from the US into Europe if you need the Channel
Look into regulations (...
PROPRIETARY AND CONFIDENTIAL26
B e s t p e o p l e F i g h t f o r y o u r i d e a s
C r e a t e i n s a n e l y e x p e r...
PROPRIETARY AND CONFIDENTIAL27
JOIN THE CONVERSATION • #MAKERBOT
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Axel Hafner - MakerBot Europe - European Market Entry - Stanford Engineering - Feb 2 2015

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Talk by Axel Hafner, General Manager - MakerBot Europe (Stuttgart), at Stanford on Feb 2 2015, as a part of our session on 'European Market Entry Strategies for 3D Printing and B2C Startups'.

Website: http://www.StanfordEuropreneurs.org
YouTube Channel: https://www.youtube.com/user/StanfordEuropreneurs

Axel Hafner - MakerBot Europe - European Market Entry - Stanford Engineering - Feb 2 2015

  1. 1. PROPRIETARY AND CONFIDENTIAL1 @MAKERBOT • MAKERBOT.COM • EU.MAKERBOT.COM How to enter Europe Alexander Hafner, General Manager, MakerBot Europe European Entrepreneurship & Innovation @ Stanford Engineering February 2 2015
  2. 2. PROPRIETARY AND CONFIDENTIAL2 How I did start with MakerBot MAKERBOT Alexander Hafner- General Manager MakerBot Europe 1985-1988 STUTTGART UNIVERITY - mechanical engineering 1988 HAFNER’S BÜRO – Entrepreneur Consulting, implementation and training for CAD, PDM- solutions for architecture and engineering. Authorized Autodesk Reseller 2004 AED STUTTGART - Cofounder nonprofit association for architecture, engineering, design 2011 MAKERBOT - Distributor for Germany 2012 AUTODESK - Authorized consulting partner 2013 MAKERBOT - Distributor Central & East Europe 2014 ACQUISITION - MAKERBOT - Europe GmbH & Co. KG CARVEOUT – HAFNER’S BÜRO GmbH - Owner
  3. 3. PROPRIETARY AND CONFIDENTIAL3 Were MakerBot did start MAKERBOT Stuttgart – Germany Country Germany State Baden-Württemberg Founded 10th century Subdivisions 23 districts Total 207.36 km2 (80.06 sq mi) Elevation 245 m (804 ft) Population Town Total 597.939   Town Density 7.500/sq mi Region 5.400.000 Region 5.900 sq mi Region Desnity 890/sq mi Time zone CET/CEST (UTC+1/+2) en.wikipedia.org/wiki/Stuttgart en.wikipedia.org/wiki/Stuttgart_Metropolitan_Region
  4. 4. PROPRIETARY AND CONFIDENTIAL4 Global Sales Market $ 3.1 B $ 12.5 B $ 21.0 B 2013 – Actual 2018 2020 Source: Wohlers Associates, Inc CAGR 42 % CAGR 30 % MAKERBOT Estimated market for Additive Manufacturing Solutions
  5. 5. PROPRIETARY AND CONFIDENTIAL5 0 2.000 4.000 6.000 8.000 10.000 12.000 14.000 16.000 Americas APAC EMEA Enterprise Consumer 72% 27% 1% Up to $10,000 $10,001 - $100,000 Over $100,000 Q2 2014 global shipments of 3D printers by price band Q2 2014 global shipments of 3D printers by region and end-user segment We cover the good selling segments MAKERBOT
  6. 6. PROPRIETARY AND CONFIDENTIAL6 We cover the strong B2B Markets 563 254 230 54 50 42 119 709 499 355 60 59 106 313 0 100 200 300 400 500 600 700 800 Manufacturing Industry Government Services Building & Architecture Craftsmanship Retail Consumer Leads Customers Convertion rate 79% 51% 65% 90% 85% 40% 38% 80% Manufacturing Government Service Building MAKERBOT
  7. 7. PROPRIETARY AND CONFIDENTIAL7 0 500 1000 1500 2000 2500 3000 3500 $0 $5.000 $10.000 $15.000 $20.000 $25.000 $30.000 $35.000 Price Mini Replicator Z18 Mojo Uprint SE Uprint SE+ BST1200 Elite SST1200 BuildVolume We reach out into the markets today and tomorrow MAKERBOT
  8. 8. PROPRIETARY AND CONFIDENTIAL8 The Vendors in the industry MAKERBOT
  9. 9. PROPRIETARY AND CONFIDENTIAL9 MAKERBOT 3D ECOSYSTEM The MakerBot 3D Ecosystem sets the standard in making user-friendly 3D printing and Real Time Prototyping accessible for everyone. MAKERBOT An innovative Story
  10. 10. 10 PROPRIETARY AND CONFIDENTIAL10 PROPRIETARY AND CONFIDENTIAL MAKERBOT The Ecosystem Elements HARDWARE ACCESSORIES APPS FILAMENTS SOLUTIONS PEOPLE DESIGNS
  11. 11. PROPRIETARY AND CONFIDENTIAL11 Gartner’s Hype Cycle Analysis Of The 3D Printing Market The Ecosystem for The Hype MAKERBOT
  12. 12. PROPRIETARY AND CONFIDENTIAL1212 PROPRIETARY AND CONFIDENTIAL MAKERBOT REPLICATOR Z18 MAKERBOT REPLICATOR MINI MAKERBOT REPLICATOR > 75.000 MakerBot Printers sold > 500.000 files on Thingiverse +100.000 Thingiverse items a year The Printers MAKERBOT
  13. 13. PROPRIETARY AND CONFIDENTIAL13 Easy to replace Sends notifications to MakerBot Desktop and MakerBot Mobile apps Detects filament absence and automatically pauses your print MAKERBOT The Replicator Smart Extruder
  14. 14. PROPRIETARY AND CONFIDENTIAL1414 PROPRIETARY AND CONFIDENTIAL 1 Prepare for Printing 2 MakerBot Cloud Library 3 3D Print Monitoring 4 Thingiverse MAKERBOT MakerBot Desktop & Mobile Mobile access to MakerBot Cloud Library Explore and print from Thingiverse Mobile monitoring via on-board camera
  15. 15. PROPRIETARY AND CONFIDENTIAL15 Design 14 Days Assemble 5 Days Machine 1-10 Days Waiting for Parts Delivery 30-40 Days Traditional Process Design & MRTP 5-10 Days Print 1 Day Assemble 5 Days Rapid Manufacturing Iteration Print Test Fit MakerBot Real-Time Prototyping MakerBot Real-Time Prototyping MRTP enables efficiency in the design process: Multiple design iterations during earlier phases of process conserve resources, saving users time and money whether they use traditional prototyping methods, or are already AM users. MAKERBOT MakerBot Real Time Prototyping
  16. 16. PROPRIETARY AND CONFIDENTIAL16 Berlin DEUTSCHLAND Luxemburg The Blue Banana MAKERBOT EUROPE en.wikipedia.org/wiki/Blue_Banana The area with the highest concentrations of people, money and industry in Europe
  17. 17. PROPRIETARY AND CONFIDENTIAL17 Where we are now MAKERBOT EUROPE Working committed to European channels 28 Countries covered 52 Authorized Resellers Increasing every day
  18. 18. PROPRIETARY AND CONFIDENTIAL1818 PROPRIETARY AND CONFIDENTIAL MakerBot Europe Providing customer Hotline Supporting Distributors employees Onboarding and evolving resellers Authorized MakerBot Service Centers: handle warranty and repairs MakerBot and Service Centers support the channel MAKERBOT EUROPE
  19. 19. PROPRIETARY AND CONFIDENTIAL1919 PROPRIETARY AND CONFIDENTIAL MakerBot Europe MakerCare – Service Package MakerCare is in a box product MakerCare is a Hotline and an advanced service plan MakerCare will provide additional Support to Customer and a hassle free ramp up for Resellers MAKERBOT EUROPE Hotline secures ongoing customer satisfaction
  20. 20. PROPRIETARY AND CONFIDENTIAL20 Selling through a 2 Tier Channel Modell MAKERBOT EUROPE PLATINUM CUSTOMER Full customer satisfaction – best user experience Product Sales Marketing TrainingSupport & Service GOLD Resller SILVER Resller RETAIL OEM DIRECT DISTRIBUTION
  21. 21. PROPRIETARY AND CONFIDENTIAL2121 PROPRIETARY AND CONFIDENTIAL For giving first information www.makerbot-reseller.zone For applying resellers Online application form For onboarding resellers Web based education Online tests Hands on trainings Requirements Reseller Zone multiplying channel fast MAKERBOT EUROPE
  22. 22. PROPRIETARY AND CONFIDENTIAL2222 PROPRIETARY AND CONFIDENTIAL Marketing - Localizing portfolio will boost sales Campaigns Samples Event Content for website Branding Channel References Press MAKERBOT EUROPE
  23. 23. PROPRIETARY AND CONFIDENTIAL2323 PROPRIETARY AND CONFIDENTIAL 8105 follower Cross & net reach with: events, social, press Nothing without Social .... 63.661 Likes 12 events Gross reach: 650.000 MAKERBOT EUROPE
  24. 24. PROPRIETARY AND CONFIDENTIAL24 Overall lead time may much higher than you think Prepare on operation early (entity, legal, bank,…) Don’t assume to get DD data fast But assume misunderstandings Talk to authorities and cambers to get local knowledge It’s about the right European team Don’t move if you are uncertain It’s all about your product Don’t load the merger with assets not needed The DD process - Message to run a successful merger MAKERBOT EUROPE
  25. 25. PROPRIETARY AND CONFIDENTIAL25 Don’t sell directly from the US into Europe if you need the Channel Look into regulations (Warranty, Recycling, Legal, Staff,…) Budget with European cost structures (Warranty, Shipping, Translation,…) If you have to grow look into hiring good staff early Be aware of currency relates topics and market price changes Look into local competitors and their networks The PMI process - Lessons learned with building MakerBot Europe MAKERBOT EUROPE TOYOTA CONCEPT CAR! When Toyota showed off their flashy FT-1 concept car in New York City, we were there 3D printing scaled-down replicas as giveaways for visitors.
  26. 26. PROPRIETARY AND CONFIDENTIAL26 B e s t p e o p l e F i g h t f o r y o u r i d e a s C r e a t e i n s a n e l y e x p e r i e n c e s B e s t p r o d u c t s S e l l w h a t y o u l o v e B e s t c u s t o m e r e x p e r i e n c e T h i n k d i f f e r e n t D r e a m b i g B e s t c o m m u n i c a t i o n W o r k h a r d F U L L S P E E D A H E A D MAKERBOT EUROPE
  27. 27. PROPRIETARY AND CONFIDENTIAL27 JOIN THE CONVERSATION • #MAKERBOT

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