{"id":4212,"date":"2017-09-26T14:09:23","date_gmt":"2017-09-26T14:09:23","guid":{"rendered":"https:\/\/get3dsmart.com\/Stagingsite\/\/\/?p=4212"},"modified":"2017-11-09T15:05:56","modified_gmt":"2017-11-09T15:05:56","slug":"speed-to-market","status":"publish","type":"post","link":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/09\/26\/speed-to-market\/","title":{"rendered":"Speed-To-Market Is a BIG Competitive Advantage For 3D Printing"},"content":{"rendered":"<p><iframe loading=\"lazy\" title=\"Speed to Market Creates a BIG Opportunity for 3D Printing\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/lEfaAzQvLLU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">3D printing\u2019s early success came with prototyping, but that market is finite. The real money is in production. In most cases it\u2019s still more expensive than mass manufacturing. Eventually it will be more competitive, but even now, it offers a speed-to-market advantage that mass production can\u2019t match. That\u2019s a BIG opportunity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Say you\u2019re a product designer. You woke up the morning after Trump\u2019s UN speech and thought, \u201cI\u2019m going to design a Rocket Man butt plug.\u201d Don\u2019t laugh. There are already Donald Trump, Kanye West and Tom Brady butt plugs, among many <\/span><a href=\"https:\/\/www.shapeways.com\/shops\/amznfx\"><span style=\"font-weight: 400;\">others<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you were going to mass produce such a product, you\u2019d go through several design iterations and probably use 3D printing to prototype it. Then you\u2019d send your design to China to have it injection molded. Six weeks later you\u2019d have 10,000 or more Rocket Man butt plugs. You\u2019d probably list them on eBay, Etsy and other marketplaces and hope there\u2019s still enough demand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your product sold well enough, you\u2019d make a tidy profit. If it didn\u2019t you\u2019d lose your ass.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With 3D printing, you could go through the same design process, list your product and produce them in small batches, or even \u201con demand.\u201d The cost of the product would be much higher, but you\u2019d have significantly less risk and you\u2019d get your product to market six weeks faster.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/pro.teechip.com\/kim-210902?retailProductSlug=82EE667E52E0A7-BEAB0B8D1043-PS1-TC2000-BLK\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-4215 size-medium\" src=\"https:\/\/get3dsmart.com\/Stagingsite\/\/\/wp-content\/uploads\/2017\/09\/Screen-Shot-2017-09-26-at-9.58.24-AM-267x300.png\" alt=\"\" width=\"267\" height=\"300\" srcset=\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/09\/Screen-Shot-2017-09-26-at-9.58.24-AM-267x300.png 267w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/09\/Screen-Shot-2017-09-26-at-9.58.24-AM-500x562.png 500w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/09\/Screen-Shot-2017-09-26-at-9.58.24-AM.png 613w\" sizes=\"auto, (max-width: 267px) 100vw, 267px\" \/><\/a>The printing and apparel industries have used this strategy for some time. Right now, you can go online and buy a Rocket Man <\/span><a href=\"https:\/\/pro.teechip.com\/kim-210902\"><span style=\"font-weight: 400;\">t-shirt<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In some cases, products like these are screen printed (a form of mass manufacturing). In others they are digitally printed. Companies make those decisions based on demand. But there\u2019s a big difference. With screen printing you can turn a job in one day. Injection molding, vacuum forming, machining and other forms of mass manufacturing typically take far longer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some might argue the economics. You might say, \u201cI can produce that Rocket Man butt plug in China for pennies.\u201d You could also print that Rocket Man t-shirt in China for under $5. Producing it on demand might cost $15 or more. Who cares? The company is selling it for $24.95!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The bigger challenge with the lowest cost argument is that in order to get that very low price, you need to manufacture at a very high volume. With t-shirts it gets even more difficult. You have to decide on an assortment of colors and sizes. Inevitably, you\u2019ll end up with too many in pink or too few in size XXL.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maybe that\u2019s not a problem with butt plugs. I\u2019m not an expert on the topic so I don\u2019t really know. But, what I do know is that if you choose to mass produce, you\u2019ll have to forecast demand. The math works really well at higher volumes. Say you bought them for $.50 each and planned to sell them for $5. If you sell 10,000, you\u2019ll wish you made more. Even if you only sell 1,000, you\u2019ll still break even. But, if you end up selling 100, you\u2019re screwed.<\/span><\/p>\n<h4><b>Marketing In The Moment<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Recently I read a linkedIn post by <\/span><a href=\"https:\/\/www.linkedin.com\/in\/tomfgoodwin\/\"><span style=\"font-weight: 400;\">Tom Goodwin<\/span><\/a><span style=\"font-weight: 400;\">. If you recall, he\u2019s the guy who famously noted that \u201cthe world\u2019s largest taxi firm, Uber, owns no cars. The world\u2019s most popular media company, Facebook, creates no content. The world\u2019s most valuable retailer, Alibaba, carries no stock. And the world\u2019s largest accommodation provider, Airbnb, owns no property.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Anyway in this new post he said:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cIf there was one single thing that you could claim to be most indirectly and directly responsible for modern woes, it would be the inability of media to make money in any way accept from attention. From fake news to clickbait, extreme opinions being normalized, to a refusal to cover the complex or apply nuance, a lot of what&#8217;s wrong is because media is forced into cheap, fast news.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">He\u2019s right. But what struck me again is how much of an opportunity that creates for product designers to \u201cmarket in the moment.\u201d Every day it seems, a new trend creates new opportunities for products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A quick scan of trending topics brought me to this <\/span><a href=\"http:\/\/mashable.com\/2017\/07\/12\/disney-movies-reimagined-modern-day-twist\/#ZdSulQG2xqqL\"><span style=\"font-weight: 400;\">series<\/span><\/a><span style=\"font-weight: 400;\"> of Disney illustrations, reimagined for 2017. Nearly every one could spawn a product. From a Pinocchio selfie stick to a smartphone case featuring young Arthur so engrossed he can\u2019t be bothered with Excalibur. <\/span><\/p>\n<h4><b>Licensing<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">It\u2019s not the first time I\u2019ve <\/span><a href=\"https:\/\/get3dsmart.com\/Stagingsite\/\/\/2015\/03\/19\/swimming-3d-printed-sharks\/\"><span style=\"font-weight: 400;\">written<\/span><\/a><span style=\"font-weight: 400;\"> about marketing in the moment. During a Super Bowl halftime show a few years ago, singer Katy Perry was flanked by two dancing sharks. One looked a bit off, and \u201cleft shark\u201d quickly became a trending topic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A designer created a figurine of left shark and began selling it on online. Katy Perry\u2019s legal team found out and sent him a cease-and-desist letter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In my mind it would have made more sense for them to embrace the phenomenon and to benefit from it financially through licensing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/get3dsmart.com\/Stagingsite\/\/\/2015\/03\/19\/swimming-3d-printed-sharks\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3614 size-large\" src=\"https:\/\/get3dsmart.com\/Stagingsite\/\/\/wp-content\/uploads\/2017\/07\/left_shark-1024x468.jpg\" alt=\"\" width=\"1024\" height=\"468\" srcset=\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/left_shark-1024x468.jpg 1024w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/left_shark-300x137.jpg 300w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/left_shark-768x351.jpg 768w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/left_shark-500x228.jpg 500w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/left_shark-1000x457.jpg 1000w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/left_shark-800x366.jpg 800w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/span><\/p>\n<p><span style=\"font-weight: 400;\">I even suggested a formula for success:<\/span><\/p>\n<p style=\"text-align: center;\"><strong>Talented Designers + Passionate Fans + Digital Technology = Huge Opportunity<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Certainly the combination of licensing and crowdsourcing comes with equal parts good, bad, and ugly, but it\u2019s not that hard to differentiate. More importantly, providing a sanctioned way to leverage branded content gives designers access and a financial incentive, while also helping brands protect their properties.<\/span><\/p>\n<h4><b>Speed-To-Market<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Here\u2019s the reality. Digital technology creates a speed-to-market advantage. As I noted in my article about left shark:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201c3D printing allows people to create physical products from digital files. Because it\u2019s digital, it removes many of the barriers typically associated with making and selling things. No big, upfront investment in manufacturing means nearly anyone can turn their idea into something real. No long lead times, means they can operate in the moment. Further, online marketplaces make it possible to list and sell nearly anything, quickly and with little effort.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">In many cases, speed-to-market is more important than cost competitiveness. The other guy might be cheaper, but it takes him far longer to get his product to market. If there\u2019s an audience &#8211; \u00a0whether we\u2019re talking about Rocket Man butt plugs, left shark figurines, or the myriad of mundane, everyday products, speed wins. And often, it\u2019s more important than the lowest possible price.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">3D printing enables speed-to-market and that&#8217;s an instrumental benefit in the industry\u2019s quest to move beyond prototyping into the real money of production.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>3D printing\u2019s early success came with prototyping, but that market is finite. The real money is in production. In most cases it\u2019s still more expensive than mass manufacturing. Eventually it will be more competitive, but even now, it offers a speed-to-market advantage that mass production can\u2019t match. That\u2019s a BIG opportunity. Say you\u2019re a product<a class=\"article-read-more\" href=\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/09\/26\/speed-to-market\/\"><i class=\"flownewsicon fa-angle-double-right\"><\/i><\/a><\/p>\n","protected":false},"author":1,"featured_media":4214,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[68,260,140,139,263,264,148,262,259,258,261],"class_list":["post-4212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-new","tag-3d-printing","tag-butt-plug","tag-ebay","tag-etsy","tag-katy-perry","tag-left-shark","tag-licensing","tag-marketing","tag-rocket-man","tag-speed-to-market","tag-tom-goodwin"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Speed-To-Market Is a BIG Competitive Advantage For 3D Printing - G3DS<\/title>\n<meta name=\"description\" content=\"3D printing enables speed-to-market and that&#039;s an instrumental benefit in the industry\u2019s quest to move beyond prototyping into the real money of production.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/09\/26\/speed-to-market\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Speed-To-Market Is a BIG Competitive Advantage For 3D Printing - 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