Getting Rapid ROI from Not- So- Rapid Prototyping

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1 V ADDEATION Getting Rapid ROI from Not- So- Rapid Prototyping John Jaddou October 14, 2015

2 Getting Rapid ROI from not- so- rapid Prototyping ROI = Gains Investment Investment ADDEATION 2

3 Getting Rapid ROI from Not- So- Rapid Prototyping Traditional Product Development Process Discovery / Ideas Business Case Design Product Prototyping Product Testing Piloting Manufactu ring How can we increase the ROI of new products? Launch ADDEATION 3

4 ROI Drivers Development Time / Commercialization Time Traditional Product Development Process Discovery / Ideas Business Case Design Product Prototyping Product Testing Piloting Manufactu ring Launch ROI Drivers Design cost Development cost Prototyping Testing In- market piloting Tooling Scale up Incremental fixed cost Variable cost Price point Quality Market Share Product Lifecycle ADDEATION 4

5 Conventional manufacturing Large plant footprint Simple part or assembly Limited customization High production rate Complex and multi- tiered supply chain Specialized suppliers Complex integration Global production Coordination Logistics ADDEATION 5

6 Subtractive vs Additive Manufacturing Material (block) Machine (subtract) Product Waste Material (particles) Material Deposition (add) Product Waste The question should not be additive or subtractive Adopt a hybrid strategy that enables product breakthroughs ADDEATION 6

7 Breaking trade- offs with Additive Manufacturing Braking trade- offs Macro Model 1. Increases design, development and production flexibility; reduces capital to achieve scope 2. Reduces the capital involved in achieving scale 3. Enables companies to adopt agile- like development and introduce more products faster 4. Approach bold new ideas with greater early- stage risk- tolerance and late- stage confidence Source: Making sense of 3- D printing: Creating a map of additive manufacturing products and services Brett P. Conner ADDEATION 7

8 Front end of innovation Traditional Product Development Process Discovery / Ideas Business Case Design Product Prototyping Product Testing Piloting Manufactu ring Launch Fewer limitations Imagine wild ideas New product features Optimize for performance Achieve function with fewer parts Ability to customize New market segments New applications Supply chain streamlining Quality control Quick turn- around Localization AM Enabled ADDEATION 8

9 Design Example - GE LEAP Nozzle 20 Pieces to 1 5X Durability Improvement 25% weight reduction compared to previous generation More efficient heat exchanger 40k units full production ADDEATION 9

10 Design example Airbus A320 Hinge Bracket Conventionally designed and produced cast steel nacelle hinge bracket for an Airbus A320 Titanium version of the nacelle hinge bracket made by additive manufacturing technology Source: EOS, EADS Result: 75% less material, 10Kg weight reduction per airplane ADDEATION 10

11 Design example Complex geometry tools Insert Drill QTD insert drill. (Courtesy: Mapal Fabrik für Präzisionswerkzeuge) Reamers Weight- optimized, laser- melted external reamers. (Courtesy: Mapal Fabrik für Präzisionswerkzeuge) Limitations with traditional manufacturing available in >13mm, constrained by coolant supply in the tool body Smaller the body greater impact on cooling supply Lack of cooling à unstable drill, short life Design for AM able to break trade- offs Spiral cooling channels à cooling improved 100%, higher drill core strength Entirely new geometry à higher performance, longer drilling time, new applications Unmanned, reduced tool- up, re- work à more economical Limitations with traditional manufacturing Heavy à High inertia, limits speed Design for AM Designed lighter Integrated balancing structure Results: 57% lighter, higher operating speeds, higher precision ADDEATION 11

12 Design for Additive Manufacturing Increase Gain Discovery / Ideas Business Case New features Fewer design limitations Ability to optimize Breakthrough products Design Product Prototyping Product Testing ROI = Gains Investment Investment Lower Investment Piloting Manufactu ring Launch Fewer parts Less raw material Improved quality Easier after market service Shorter development time Lower cost to manufacture ADDEATION 12

13 Compress development time/effort to accelerate product commercialization Discovery / Ideas Business Case Design Product Prototyping Product Testing Piloting Manufactu ring Launch ADDEATION 13

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17 New ruffle chip product development Deep customer research revealed that customers wanted a heartier chip The perfect crunch from not so perfect crunch is a few sheets of paper in thickness Average time to design a perfect geometry months make a hand slicer, create chips, take it to consumers, get feedback Chip needs to be heartier yet crunchy and durable Theoretical modeling and optimization is complex and time consuming Challenge: Design a heartier chip while keeping it thin ADDEATION 17

18 Accelerated concepts to customer for rapid in- market testing and feedback Create Design Set Scale ADDEATION Print Various Molds Finalize Design Produce 24 Chip Variations Market Test 18

19 Design for Rapid Development, Testing, and Piloting Discovery / Ideas Business Case Design Product Prototyping Product Testing Time to Market Piloting Manufactu ring Launch Time to market from 18 months to 3 months ADDEATION 19

20 Business models innovation mass customization Apps for Personalization Tools for Rapid Production Source: NRML ADDEATION 20

21 Leveraging digital design and production tools for significant portion of value chain ADDEATION 21

22 Cars built for local market needs - enabled by AM and co- creation platforms 50 parts 1500 lb 40 mph 44 hrs Source: Local Motors ADDEATION 22

23 Key takeaways Not subtractive or additive but subtractive and additive Rapid prototyping à Design for digital development and manufacturing Increase flexibility; reduces capital to achieve scope Reduces the capital involved in achieving scale Enables agile- like development Approach bold new ideas with greater early- stage risk- tolerance and late- stage confidence ADDEATION 23

24 V Addeation helps business leaders harness the value of additive manufacturing and integrate digital tools for design, development, and rapid commercialization into their business model for a sustainable competitive advantage. John Jaddou jjaddou@addeation.com