Made In Space: 3D-Printing the Future

Made In Space Logo
Credit: Made in Space, Inc.

Made In Space, Inc., an independently funded private California start-up, was founded in 2010 with a paramount goal: "enabling humanity's future in space." Working in collaboration with NASA, Made In Space has developed the Zero-G Printer, a 3D-printing device that is designed to operate in conditions of zero gravity, hence, in space. Being the first of its kind, the 3D-printer, that has been delivered to the International Space Station and produced its first part on the 24th of November, will revolutionize the way engineers handle maintenance on board the ISS. According to space.com, "a recent study by the space agency (NASA) found that about 30 percent of parts aboard the orbiting lab could be manufactured with a 3D-printer," but it could also build tiny satellites, or CubeSats, directly in the space station instead of building them on earth and launching them into the outer atmosphere, which is a tremendously expensive undertaking - costs, that now can be saved. With 3D-printing abilities, costs of supplying the space station with parts will potentially experience a substantial decrease, and so will overall risk that is faced at every launch and cargo shipment.

The Zero-G Printer
Credit: Made In Space, Inc.

Long-Term Sustainability?
The device offers fantastic, revolutionary features, but is Made In Space's business model sustainable in the long-term? The device was developed with the idea that it will be used on longer-term missions, for the exploration of space, for which, of course, it would be vital. However, how would Made In Space sustain it's innovative business in the near future? It cannot depend purely on the dreams to colonize the moon and mars - ventures that are amazing and awe-inspiring, but not any less risky for the company, especially in terms of time and product demand. Time: uncertainty over when in the future the device will be needed (two, ten, or twenty years form now?). Product demand: how many of these devices will be needed? It's hard to imagine that a great number will make their way into space - probable is that only a few devices will be necessary for individual missions. In other words, its not a model of strong repeatability.

Competition
Even though the 3D-printing industry is in its early stages, the market becomes increasingly saturated with developers and manufacturers of 3D-printers. Competition is strong: a quick search on Google will reveal the great availability of 3D-printers, 3D-scanners, cartridges, and design software, from established companies, such as Makerbot Industries and 3DSystems, Inc., that are highly focused on the end-consumer. These companies have a head-start, which creates a decent competitive advantage over Made In Space. The market need for 3D-printers that function in zero gravity is tremendously small, more than niche. Having the zero gravity feature for a printing device on the International Space Station makes clear sense, but the need for Made In Space's units after that is difficult to measure. This, I can imagine, is one of the greater challenges the company faces. How would the company successfully monetize a product which priced features are superfluous on earth?

Business apart from Space

Naturally, brand equity, or image, experiences a strong boost due to NASA's utilization of Made In Space's device on the International Space Station, which might drive a business' or individual's decision to make the investment and choose to purchase a 3D-printer from Made In Space; however, the company's printer will not stay unique for long since the European Space Agency, with industrial partners, is planning to launch its own to the ISS next year, as well. So what could Made In Space do to survive in the long-term? To not fall behind, there are several ways to increase competitiveness:

Core Growth

• monetize the connection with NASA and promote the successful application in space to stir interest of potential customers and grow market share 
• have consumers, commercial and private, completely understand the abilities of the device, including materials availability and ease of use
• deliver superior customer value and first-class customer service
• make pricing competitive, so consumers, whether these are businesses or individuals, will consider the device from Made In Space over others
• perhaps, offer the device for a lower than average price, and then generate revenues from additional contractual services, such as assistance in design, customization, maintenance, and so on
• the automotive industry, especially suppliers, local parts-retailers, and collision centers, offers great opportunities worth pursuing
• standardize the device to minimize its costs, but offer possibilities to customize the abilities of the machine to match specific customer needs

New Initiatives

• continue innovation and initiate additional cutting-edge projects, as the material recycler (fantastic project) and the food printer (revolutionizing if made possible)

Made In Space, Inc. is an innovative, extraordinary, cool and young company that has a great vision for the future - a vision, however, that is quite altruistic in its nature. A little selfishness, or a focus on the company's own sustainability in the long-term, would not hurt and might make it competitive on the earthly market. Great possibilities.

by Peter Steenhuis

Sources:
http://www.madeinspace.us/
http://www.space.com/27870-3d-printer-made-in-space-op-ed.html
http://www.space.com/27860-3d-printing-space-exploration.html?adbid=10152471492361466&adbpl=fb&adbpr=17610706465&cmpid=514630_20141126_36246777