H O W T O P U T A����

I N E V E R Y H O M E I N �

America

MakerBot

A P R E S E N T A T I O N B Y A L E X B R A N D S�

W H A T I S A �

I . �

MakerBot

T H E S T A T E O F�I I . �

Adoption

S O U R C E : A R G O N N E N A T I O N A L L A B O R A T O R Y�

H O U S E H O L D A D O P T I O N �

5 0 %�O F U S�

H O U S E - �H O L D S �

C O M P U T E R��

1 5 Y E A R S�

I N T E R N E T��

1 0 Y E A R S �

C O L O R T V��

2 5 Y E A R S�

S T O V E ��

4 5 Y E A R S�

T E L E P H O N E ��

7 0 Y E A R S�

E S T A B L I S H�I I I . �

Context

Context �

THE REPLICATOR II IS A RADICALLY VERSATILE PRODUCT, SO TO ENSURE A

SUCCESSFUL LAUNCH, MAKERBOT MUST ESTABLISH AND POSITION ITSELF

WITHIN A STRONG CONTEXT. �

�

IN THE EARLY STAGES, ESSENTIALISM IS KEY.�

THE MAN WHO CHASES TWO RABBITS CATCHES NONE. �

�

HOME DEPOT�LOWES�

Context D I S T R I B U T I O N � I N F R A S T R U C T U R E  

CREATE A NETWORK OF PARTNERS THAT CLOSELY ALIGNS MAKERBOT WITH THE TARGET MARKET.�

IKEA �TARGET�

MATTELL� ETSY �

ESTABLISH RELATIONSHIPS TO EXPAND THE ECOSYSTEM SURROUNDING THE DEVICE: ��EARLY EXPOSURE TO THE PROGRAMMING METHODS - I.E. SCHOOLS + UNIVERSITIES��EARLY BUY-IN FROM PROMINENT SUPPLIERS IN THE DISTRIBUTION NETWORK – �I.E. THINGIVERSE MINISTORES BY LOWE’S AND IKEA �

Context D I S T R I B U T I O N � I N F R A S T R U C T U R E  

HOME DEPOT�LOWES�

CREATE A NETWORK OF PARTNERS THAT CLOSELY ALIGNS MAKERBOT WITH THE TARGET MARKET.�

IKEA �TARGET�

MATTELL� ETSY �

ESTABLISH RELATIONSHIPS TO EXPAND THE ECOSYSTEM SURROUNDING THE DEVICE: ��EARLY EXPOSURE TO THE PROGRAMMING METHODS - I.E. SCHOOLS + UNIVERSITIES��EARLY BUY-IN FROM PROMINENT SUPPLIERS IN THE DISTRIBUTION NETWORK – �I.E. THINGIVERSE MINISTORES BY LOWE’S AND IKEA �

E S T A B L I S H�I V . �

The Use Case

The Use Case AT FULL POTENTIAL, THE REPLICATOR II OFFERS SIGNIFICANTLY MORE

UTILITY THAN PAST INVENTIONS LIKE THE STOVE AND COLOR TV, WHICH

HAVE ONE-DIMENSIONAL, CLEAR CUT USES IN THE HOME.�

�

MAKERBOT WILL NEED TO USE ITS CONTEXT AND INITIAL COMMUNICATIONS

TO ESTABLISH A USE CASE WITHIN THE CONSUMER’S MIND.�

A REASON TO BELIEVE.�

The Use Case

T Y P E W R I T E R � C O M P U T E R �

I N T E R N E T�

S T O V E �

C O L O R T V�

T E L E P H O N E �

M A K E R B O T�

P R I N T E D �S O U R C E S�

O P E N F L A M E �

B L A C K A N D W H I T E T V �

T E L E G R A M �

T R A D I T I O N A L�P R O D U C T I O N �

The Use Case REGARDLESS OF THE INITIAL PATH THE BRAND SELECTS, THE USER BASE WILL

CONTINUE TO HELP SHAPE ITS FUTURE. MAKERBOT MUST BE READY TO ADAPT.�

FOSTER THE INNOVATION USERS WILL PROVIDE. �

THEY ARE THE STRONGEST ASSET.�

E S T A B L I S H�V .�

The Lifecycle

The Lifecycle WITH THE ABILITY TO CREATE INFINITELY �

COMES THE NECESSITY FOR A SUSTAINABLE LIFECYCLE.�

The Lifecycle WITH THE ABILITY TO CREATE INFINITELY �

COMES THE NECESSITY FOR A SUSTAINABLE LIFECYCLE.�

CONSTRUCTION MATERIALS TAKE ON

BIODEGRADABLE FORM�

CONSTRUCTION MATERIALS CAN BE

RECYCLED BACK INTO FILAMENT�

A N E X A M P L E �V I .�

Direction

MakerBot T H E C O N T E X T�ESTABLISH A NETWORK OF PARTNERS THAT LEND BOTH FORM AND FUNCTION CLOSELY ALIGNED WITH THE HOME.�

T H E U S E C A S E �

T H E L I F E C Y C L E �

MakerBot T H E C O N T E X T�ESTABLISH A NETWORK OF PARTNERS THAT LEND BOTH FORM AND FUNCTION CLOSELY ALIGNED WITH THE HOME.��T H E U S E C A S E �CREATE DEMAND AROUND INEXPENSIVE FURNISHING LINES SOLD THROUGH A DIGITAL PLATFORM.�

T H E L I F E C Y C L E �

MakerBot T H E C O N T E X T�ESTABLISH A NETWORK OF PARTNERS THAT LEND BOTH FORM AND FUNCTION CLOSELY ALIGNED WITH THE HOME.��T H E U S E C A S E �CREATE DEMAND AROUND INEXPENSIVE FURNISHING LINES �SOLD THROUGH A DIGITAL PLATFORM.��T H E L I F E C Y C L E �UTILIZE PARTNER LOCATIONS TO CREATE A RECYCLING NETWORK THAT CAN REPURPOSE OLD MODELS INTO REUSABLE FILAMENT SPOOLS. �

thank you @ A L X B R A N D S�