3D printing & the pets accessories industry
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Transcript of 3D printing & the pets accessories industry
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3D printing: Challenge or opportunity?
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Spoiler: It's a bit of both. So let's find out what the deal is and how
it's relevant to your industry.
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Hello, I'm Peter Bihr.Why do I stand here?
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Fad or Future?
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Good to know: the basics of 3D printing
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Terminology▸ additive & substractive manufacturing▸ not actually called 3D printing
But that's what we're going to call it.
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New manufacturing= also sintering, CNC and laser cutting, milling, etc.
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In other words, it's for all the 3-dimensional objects produced individually or in small batches from a computer
model.(We'll get to what "small" means later.)
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What does that look like? It's about getting from this...
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...by shaping something like this (plastic filament)...
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... to this.
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What's possible & what isn't?
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There is no Replicator.
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There is no one size fits all.
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Different types of prints require different kinds of printers (plastics, chocolate, teeth, house parts).
For example this piece might come out of...
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... one of these MakerBot desktop 3D printers.
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This might need some finer print already.
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High-precision metal parts would need something rather sophisticated..
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... like maybe one of these EOS systems.
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Lots of different applications:
Fashion...
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Jewelery...
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Architecture...
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Chocolate...
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NASA's space pizza ...
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And many others, like medical prostheses, organs, teeth, pasta.
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PROs of 3D printing:▸ easy to prototype
▸ allows production of complex shapes▸ cheap initial prints▸ customization
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CONs of 3D printing:▸ expensive machines and maintenance▸ expensive to print large amounts
▸ material restrictions
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What's not possible?Many things. Particularly hard: hybrid materials.
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The state of the art
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Difference between industrial grade (old news in automotive and dental)
& home 3D printing (exciting, but poor-ish results)
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More and more key patents are running out, the technology becomes more available (and much, much
cheaper)...
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...and moves down the value chain, towards consumers.
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Keep in mind: 3D printing is MESSY. Pre- and post-production are messy and labor-intense.
(Somewhere in this ball of dust here, there's a 3D printed object.)
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So what are good use cases for 3D printing?▸ Rapid prototyping▸ Customized products
▸ Small (and small-ish) runs (<10K units)▸ Certain highly complex products
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More examples of things printed commercially right now:Design items on Shapeways.
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Makie dolls.
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You (as a collectible figure).
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There's a pattern.Low numbers, (relatively) high price.
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Currently access to printers is relatively hard. But not for long.
(Think Shapeways, corner factory.)
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The economic model of 3D printing
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Assume all technological limitations to be solved at some point.
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It's important to understand the different economic models of 3D printing (and related technologies) as
opposed to injection molding.
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Injection molding (and related production methods): ▸ high initial cost for setup, then really cheap
▸ produces lots of identical units
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3D printing:▸ low setup cost
▸ pretty high (linear) per-unit cost▸ produces individual (or near-individual) pieces
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Different economic models apply.
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This has an impact at every stage of the process and business model.
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So let's look at pets!
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Some New Guidelines to keep in mind.
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Customization!
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You can customize. REALLY customize. Consumers pay for customization.
▸ How much differs by type of product.▸ The experience creates part of the value (Frank Piller)
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Small runs!You can produce small amounts (on demand).
Low risk proof of market, anyone?
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More does NOT mean cheaper.
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On the other hand...
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Digital distribution &distributed manufactureOne is simple, one is not.
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Zero inventory &less warehousing
(Don't hold your breath.)
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Opportunities and risks
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Risks first!
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Most asked question. Will people print their own things instead of buying ours?
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No. (Yes, but not in relevant quantities.)Think food bowls, aquarium decor, animal housing.
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Lower barrier of market entry for independent producers if they are smart (and they tend to be). Expect challengers
to pop up in unexpected places & niches.
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We'll see boutique producers of both pets' toys and food. Most likely top 5% market, at the extreme premium end.
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Replacement parts. Is anyone here in the market of selling replacements or expensive upgrades? That might be
tricky.
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Piracy of physical products is HARD.
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...and hacking of products? You're the judge of how much that should worry you. (Maybe connected toys?)
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On-demand products/services are unfamiliar to consumers.
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Now, Opportunities
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Think premium products.
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Again, customization
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Customized productsWhat can you produce in terms of customized products
that loving pet owners will buy? Toys for pets or little pet statues? (Maybe all of the above.)
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ExperimentYou can experiment with new products, test the market.
Once you have proof-of-market, switch to injection molding.
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Partner with the 3D printer manufacturers, for food, toys and accessories.
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Chefjet "materials can be mixed to create chocolate mint candies or full-color, mixed sour apple and cherry
candies." (out in 2014)Think licensing for recipes and designs.
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(You can also watch others experiment publicly. Time for some smart investments in up-and-coming teams/
startups?)
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Millenials (20 < 35) buy into visions, values & personal connections.
(Also, have lots of money to spend.)
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Question: How can you foster 1-to-1 connections? Meaningful, lasting relationships?
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What's your story as a brand? How can you tell it?
▸ Through both communications and your products▸ Customize & personalize
▸ Maybe new technologies can help
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Think about retail & experience (Natasha Carolan)Retails currently isn't set up for this, but we're getting
there.
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How can you make your customers part of the process? Where can they pitch in, make things their own?
Produce their own pet toys and pet food?
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Again, think mass customization, crowd design, community experiences.
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Learn from Build-a-bear
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No seriously:Great experience = Money
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This is where it gets tricky. Aim to create anoutstanding experience
to cast a shining light on your brand, across all products.
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Think of it as marketing that happens to be well-paid for.
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Also: the Internet of Things
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Beyond the buzzwords: How does new technology change your business?▸ manufacturing?▸ distribution & retail?▸ marketing?▸ research?
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Say again?premium products | customization | proof of market |
licensing of recipes/designs | investments | 1-on-1 relationships | branding/marketing | retail experience |
internet of things
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So where does that leave us?
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Think creatively about this, and to start experimenting.
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In the short term, 3D printing isn't likely to massively impact your business negatively (except at the top end)
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In the mid- and long-term, though, there's huge potential for both pet toys and food producers.Product, marketing, customization.
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There is a growing, emerging ecosystem. Become a part of it, learn from it & grow with it.
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Dive in deeper?▸ Frank Piller (mass customization)▸ Natasha Carolan (3D printing & retail)▸ ThingsCon (connected devices)
▸ NEXT Berlin (digital business trends)
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