SelecEX Standford Marketing

the cloud for “me”Mass Customization 2.0: meCommerce Cloud Platform

2

SelectEx Store Demo

http://directstore.logicmix.com/telenet/index.html

3

Customization…growing global demand 10 Start-up trends that will be huge in 2012 Trend #3:

Customization • Entrepreneur Magazine - Dec 2011

70% of product strategists want to offer customized products.

• Source: Forrester Research October 2011.

Customers are willing to spend at least 25% more to get products built specifically to their needs.

• Source: The NPD Group Nov 2011

>35% of U.S. online consumers are interested in customizing product features or in purchasing build-to-order products that use their specs.

• Source: Mashable 2011

4

Market Challenges Industry dominated by Mass Production

Factories in Far East set the rules:

• Min Order Qty 1000units+• Lead Times – 3-6 months +

Disconnect between Sales & Design in Europe & Nth America and Production in Far East. Flexibility and change are difficult to manage

Customization of technical workwear or performance wear is difficult to manage – changes can invalidate certification

Ability to Scale Customization historically has lead to expensive localised customization not globalised solutions

Net effect…

Pricing – factories charge significant premiums for small batch customized product or do not do it due to fabric and component MOQ’s

Inability to significantly scale small batch customization

Sales cycle are too long (6 months +)

Significant inventory issues

5

Vision

Enable Businesses to create more agile products and brands by implementing mass customization

successfully

6

SolutionNext Gen. Software Platform built with the following key features:

Acts as a generic platform (i.e. Not a company’s proprietary system)

Supports Complex Customization Scenarios

In built patented certification engineAllows Designers to enhance/extend

design and product permutations using our builder module.

Supports a variety of product typesGreat Visualization Industrial Strength e-Commerce

featuresEnterprise System IntegrationManufacture Neutral – software

output (BOM, spec sheet) can be utilized by 3rd party manufacturer

Actual Screen Shots from S/ware

7

Business Benefits Increase flexibility of sales model – enabling a high value customer experience

Faster cost effective product development and deployment times

Increase effective net margin

Reduce Lead times significantly

• Design• Quotation • Samples• Certification• Production

Reduce Inventory significantly

• For our customer• For their customers too

Improve Production Efficiency

• Consolidation/Planning on product, pre-production, component and production

8

Solution Branding

9

High Level Components Template Engine

Visual Product Configurator

• Which is embedded in SelectManager and SelectStore SelectStore

• Web Store for end-customers (who place order directly) SelectManager

• A Desktop Application for • Sales• Customer Service Reps• Manager / C-Level

SelectBuilder

• A Tool to help product engineer/Textile Engineer to create product templates

10

Design Goals

Generic Platform

Visualization

Support Complex Customization

Product Variety

e-Commerce Features

Enterprise Integration Features

SelectEX

Competition

Template Engine

12

The heart of Naboo

Initially with Textile/Garment Focus

Configurable BOM with very complex structures

• E.g. Selectable and customizable Detachable Items, Linings, Accessories• Almost every sub-component can be customized

Pluggable Certification Engine:

• EN471, EN343, ANSI107

Template Engine

13

Template Engine Pricing Calculator

• Fixed• Cost Based Calculation based on configuration and material selection

Component Sharing Among different templates:

• Helps stream line and digitize companies’ entire catalog• Help customer to manage their product catalog by linking shared components

to different product/templates, parts (stocking items or CTO/BTO items), raw material

• Reduces Time to market for template

The Designer

14

Visual Product Configurator/Designer For user to configure their end-product

Realistic Multi-View Visualization of product configurations

Skinnable

Real time Configuration Summary, Unit Price Calculation that are updated when a change is made to the configuration immediately

Save Designs

Email Design

Detail Design Summary

15

16

User is configuring a panel color. On the right is a collapsible configuration summary and dynamic EN471 Class calculation. Its template engine to make sure all rules are enforced

Designer in SelectStore

17

User is configuring a logo with Dynamic pricing based on logo types

Designer in SelectManager

SelectStore

SelectStore Purely target End User

One primary goal: Get the order

It is essentially a shopping cart but with configurable templates at its core rather than fixed products

• Design a piece of garment• Get a quotation• Confirming order• Check order status

Each store instance can have their own skin, URL, catalog, pricing, etc.

19

Browse the store, pick a quick start design

20

SelectStore

21

Customize the details, step by step, change color, add logo, play around with options

SelectStore

22

Add to shopping cart and check out with credit cards or paypal

SelectStore

SelectManager

23

SelectManager Desktop Metaphor

Yet still accessed via Web Browser

Option to package it as installable application (AIR maybe)

Geared toward more complex tasks

• Clerical Tasks like order processing• Managerial Tasks like BI, Complex Order Searches, Or Chart• Administrative Tasks like company, catalog, user, role, and system management

24

25

SelectManager Login

In this example, the user is browsing catalog by template, looking at configurations shared by others

26

SelectManager Catalog Browsing

27

Order details.

BOM View for each order broken down by Order line to help production line configuration

SelectManager Search Order and Review

28

Order workflow to help the back office people to process the order at every step of the order

SelectManager Order Processing

SelectBuilder

29

SelectBuilder

30

This is a desktop application that targets Textile Engineers or Product Configuration Engineers to help them create advance templates more easily

Create Configurable BOM like structure for templates with ease

Manager Reusable Parts and Reusable Components

Rules definitions and management

Link to items from Part/Raw material database to use in templates

Import template design artifacts (pictures, drawings, vector graphics) to create the visualization of the product templates

Glue everything together and export deployable template to the platform

Assemblies also linked to visual resources

31

SelectBuilder in Action

Add More Rules

32

SelectBuilder in Action

When all the pieces are tied together, you get a highly visualized and highly configurable model

33

SelectBuilder in Action

High Level Architecture

34Database

ORMapping (Hibernate) Search Engine (Lucene)

Design Service

Module Service

Company Service

AuthorityService

SelectManager Company A

Configurator

SelectManager Company B

Configurator

SeletStoreCompany A

Configurator

SelectStoreCompany B

Configurator

SelectBuilder

Pricing Service

FileService

JQuery

BlazeDS Spring

Ext JS

Flash

Bus

ines

s S

ervi

ces

(Jav

a)F

ram

ewor

k Li

brar

yF

ramew

ork Library

App

licat

ion

Ent

ity

Developm

ent Tool

35

Cluster, Load Balancing

Instance 1 Instance N

…

HTTPLoad Balancer

(Sticky)