International Association for Management of Technology
IAMOT 2016 Conference Proceedings
SOCIAL MANUFACTURING BAMBOO BIKES FOR AFRICA
CI RAS
Stellenbosch University, STC-LAM, Stellenbosch, 7600, South Africa
[email protected]
GA OOSTHUIZEN
Stellenbosch University, STC-LAM, Stellenbosch, 7600, South Africa
[email protected]
JFW DURR
Stellenbosch University, STC-LAM, Stellenbosch, 7600, South Africa
[email protected]
P DE WET
Stellenbosch University, STC-LAM, Stellenbosch, 7600, South Africa
[email protected]
MD BURGER
Stellenbosch University, STC-LAM, Stellenbosch, 7600, South Africa
[email protected]
JF OBERHOLZER
Stellenbosch University, STC-LAM, Stellenbosch, 7600, South Africa
[email protected]
Abstract
Manufacturing methods constantly change to adapt to societal needs. However, there is a new
method aimed towards value creation emerging. This method or manufacturing paradigm is
described as social manufacturing, which combines manufacturing with open design
platforms. Open design platforms, along with the Internet of Things (IoT), can enable local
and global communities to contribute to the design process, which will enhance the
innovation process. This will produce products that are co-created, which means the products
will meet customer demand faster and ensure this by using existing solutions to produce even
more solutions.
The emerging synthesis from open design platforms and the involvement of online
communities, where users co-create and co-manufacture their own products, is the basis of
social manufacturing. This paper discusses a Bamboo Bikes for Africa case study where the
open design process is used through an online community using social manufacturing
techniques. This paper identifies and compare different business element of social
manufacturing and this study proved that using crowd sourcing and co-creation, designs can
be developed and improved to generate a significant amount of innovative designs. These
social manufacturing elements are promising for future manufacturing development and
generating a generic business model for social manufacturing.
Key words: Open Design, Bamboo Bicycles, Social Manufacturing
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Introduction
Manufacturing products ensure value creation from natural resources. Ever since the
industrial revolution, manufacturing has changed its emphasis from mass production and
product variety a number of times. This is driven by changes in societal and market
imperatives and the development of new enabling technologies (Koren, 2010).
Figure 1: Change in manufacturing paradigms with regards economics of scale and economics of scope (Ras, et al., 2015)
Figure 1 illustrates these changes in manufacturing paradigms, with regards to economics of
scale and scope, showing when the emphasis changed. With the invention of assembly lines,
manufacturers were concentrated on producing large volumes of products, with low
customisability. This was the era of craft production and mass production, however emphasis
on producing larger volumes of products continued until the market become saturated around
the 1970’s. Many products were mass produced and society demanded greater variety, giving
birth to the era of flexible production. This trend continues until around the year 2000, where
manufacturing changed to a greater emphasis on customisation and personalisation. However
social manufacturing is the new manufacturing revolution. Social manufacturing platforms
will enable manufacturers to produce products and small companies, local suppliers and
customers can develop products using open design platforms (Ras, et al., 2015).
An industrial revolution, driven by the Internet of Things, has given rise to various
manufacturing strategies worldwide (Burmeister, et al., n.d.; Bauerhansl, 2013). Examples
are Catapult in the United Kingdom, SIP in Japan, Industry 4.0 in Germany and NNMI in the
United States (Tao, et al., 2014; Markillie, 2012; Schuh, et al., 2014).
Kagermann, et al. (2013) decribe this revolution as the convergence of the virtual world and
the physical world in the form of Cyber-Physical-Systems (CPS). Changes in production
methods, customer expectations and value creation will occur as a result of this era of
manufacturing. Because of these changes, the focus point in manufacturing should changes
from products and service innovation to business model innovation.
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A case study is required in order to understand the business model of social manufacturing.
An experiment can be conducted where the community or industrial cluster is used within a
manufacturing process. An industrial cluster is the “social community and economic agents”
(Oosthuizen, et al., 2014) that collectively strives to produce a superior product and/or
service. A social community is an ever-changing body of people. Thus, by using a social
media platform, their idea creation, knowledge and niche-spotting capacity could be
harnessed to address seemingly overwhelming problems.
This paper illustrates the use of social media as a design platform. It uses a case study of a
final year engineering class, tasked to design bamboo bicycle frames. An effective transport
system is one of the major problems in Africa, therefore using this Bamboo Bikes for Africa
Project to create bicycles for rural Africa is essential and it can change the face of transport in
Africa.
Bamboo is used, because it is a sustainable material that will contribute significantly to the
manufacturing industry and local communities in Africa. This project does not aim to only
give these people a means of transport, however the aim is to enrich their lives and
businesses, therefore adding ‘Swiss army knife’ like technology to these bicycles to improve
their way of living.
Social Manufacturing
According to Koren (2010), personal and social networking relationships can create value to
organisations, by allowing them to utilise the resources within a network for their benefit.
This is the premise on which social manufacturing is built. Social manufacturing is described
as a new kind of networked manufacturing mode, integrating many distributed, socialised
resources, and bundles enterprises into manufacturing communities (Zhang, et al., 2012).
This results in the formation of manufacturing communities by initial clustering and self-
organisation. An enabler of this social manufacturing, or crowd sourced manufacturing, is
web 2.0 technologies (Vukovic, et al., 2010).
The ability to generate new knowledge can play a significant role in staying competitive.
Open design platforms use this ability to change the manner in which knowledge is
constructed around manufacturing, leading to new and faster methods to solve problems
through co-creation (Day & Zimmerman, 1983; Kagermann, et al., 2013). Social
manufacturing is predicted to be in use by 2020. Figure 2 shows the intended business model,
which implements a pull system (sale-produce-assembly). The resulting value chain causes a
sustainable conscious society, with a demand for personalised products. The internet of things
allows social manufacturing to be driven forward and can thus be seen as an enabling
technology. Self-organising systems can be seen as a key technology, while information and
knowledge processing is based on a cyber-physical system.
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Paradigm Social Manufacturing Existing Social Manufacturing companies
Societal Needs Personalised products on demand – Opendesk
Sustainability conscious
Market Global production – demand fluctuation Local Motors
Business Model Pull (sale-produce-assemble) Shapeways – 3D printing
Enabling Technology Internet of things WindowFarms
Key technology Self-organizing systems Blender
Information & knowledge Cyber-physical systems OpenStructures
processing
Figure 2: Social manufacturing elements (Adapted from (Ras, et al., 2015))
Social manufacturing has the ability to create opportunities for internal related work or work
with corporate partners. This is done by providing all involved parties with access to the
relevant information, allowing them to transfer and share documents, and to automate tasks
which were traditionally done manually. This results in an accelerated process and decision
making.
While traditional manufacturing companies rely on internal design, social manufacturing
companies allow any interested party with internet access to submit designs and ideas. An
open database allows these designs and ideas to be shared, where other people can contribute
by suggesting improvements or adding it themselves. The design period can be shortened by
using increasing amounts of crowd sourcing. This is done by identifying patterns from
emerging synthesis quicker, assisting in developing customer demanded products faster as
shown in Figure 3.
Figure 3: The effect of open design on the design process during product development (Ras, et al., 2015)
Furthermore, in social manufacturing, the manufacturing is done by the user or the market.
Manufacturing capabilities are embedded within the online community platform database.
This allows social manufacturing companies to both design and prototype products faster,
utilising more human resources, at a reduced cost. This is illustrated in Figure 4. Therefore
identifying and comparing the different business elements of social manufacturing and
generating a generic business model for social manufacturing is essential to incorporate social
manufacturing within current manufacturing companies.
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Figure 4: Comparing efficient utilization of social- and traditional manufacturing methodologies (not to scale – for illustrative purposes
only) (Ras, et al., 2015)
Research Methodology
The research methodology is summarized with the flow chart in Figure 5. Using the literature
study in the first two sections, along with Figure 2 and the One Week Challenge (Steenkamp,
et al., 2016) a framework is developed for social manufacturing. This framework is divided
into three sections that can be seen in Figure 6, Figure 7 and Figure 8. The first section is
described as the key elements of social manufacturing (Figure 6), these elements summarizes
all the different aspects that needs to be taken into consideration to incorporate social
manufacturing within a business.
Understanding Background study Framework Validation Experiment
• Literature Study • One Week Challenge • Key elements • Bamboo Bike Project
• Case Studies • Questionnaires • Product Development
Lifecycle
• Framework for Bamboo Bike
Project
Figure 5: Research Methodology for Bamboo Bikes for Africa
Framework for Social Manufacturing
Apart from the key elements from Figure 6, there are numerous other factors that have to be
taken into consideration for each key element. Therefore a product development lifecycle is
generated for social manufacturing as seen in Figure 7. This lifecycle or process summarizes
all the factors and at what phase of the product lifecycle these factors have to be taken into
consideration.
For this experiment the product lifecycle will only be used for the first four phases called:
‘Plan, Concept, Design and Validate’. The reason the production and support phases are not
included is, because the product is not produced within the timeframe of this case study. The
first four phases have to be used along with the key elements to develop a framework for the
Bamboo Bikes for Africa case study and to incorporate social manufacturing in a business
model; therefore each key element will be discussed individually in this section.
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Socially
Driven
Process
Co-creative Changing
Open Societal
Designers Needs
Social
Manufacturing
Crowd Sustainable
Funding Product or
Mechanisms Service
Smart
Community
Factories
Figure 6: Key elements of Social Manufacturing Framework
The first key element is Socially Driven Management. The first step to management will be
to establish an online community. The online community will need an online platform for
communication and co-creation purposes. Managing this online community will be essential
as design filtering and quality assurance is important to validate the product.
The second element is Changing Society needs Marketing. The online community will
market the products amongst each other using the online platform. This will enable users to
pass ideas around and use the online community to improve their designs through co-
creation. This will enable only sustainable products and services to surface and be validated
by the community. Therefore the products will be exactly what the customer demands as the
customer designed the product.
The third element is Co-creative Open Designers. The product concepts will be generated in
the concept and design phases using co-creation. Simultaneously, in the design phase, the
best concepts will be transformed into detailed designs and more concepts will surface. The
detailed designs must then be validated by the online community to filter out the less
sustainable products or services.
The fourth element is Funding. Crowd funding mechanisms is significant to starting a social
manufacturing business. The product will fund itself when the production is complete;
however for initial funding, crowd funding mechanisms can be used. For this project the
production phase is not included in the scope, therefore funding is not important.
The fifth element is Community Factory. The community factory will be used where the
community can get involved in the manufacturing process. This will mean users from the
online community that are close to the customer will be used to manufacture the product if
they have the necessary technology(3D- printing, CNC-machining or any other required
machines). However due to the project scope, production and community factories will not be
included.
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The sixth element is Sustainable Product or Service. The product or service that the online
community generates will be analysed by the customer and the producer due to co-creation.
Therefore this product or service will always be sustainable as the product will always meet
customer demand, because the customer receives a product that he or she ‘designed’.
Figure 7: Social Manufacturing Product Development Lifecycle
Validation Experiment of Bamboo Bikes for Africa
The Product Development Lifecycle from Figure 7 and the Key Elements from Figure 6 are
used to determine what is required for this case study. Social Media will be the platform for
the online community to simulate the social manufacturing experiment. In order to use Social
Media data gathering is done by using social manufacturing in an industrial cluster, which is
the 4th year students in the Advanced Manufacturing 414 course tutorial of the Industrial
Engineering Department of Stellenbosch University. The tutorial is made up of 2 sections
which should be finished in 2 weeks where the students are divided into 10 groups.
The first week is the plan and concept generation phase from Figure 7. In this phase the
students must design free hand sketches of Bamboo Bicycles and upload these designs onto
Social Media (Facebook, Instagram, Twitter and Dropbox for monitoring purposes). These
designs must include attachments (Swiss army knife technology) that will improve the
everyday life of someone living in rural Africa. These designs must then be promoted on
Bamboo Bikes for Africa’s Facebook-, Instagram- and Twitter pages. The design from each
group with the most ‘Likes’ must then be used for the second week. This will act as the
validation and marketing of the designs from Figure 7.
The second week the students will 3D CAD model the best design from week 1. This will act
as the design phase (detailed design) from Figure 7. These CAD models only include the
frame of the bicycles along with the attachments (Swiss army knife technology). The students
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will then have to make a video around their design as to what makes it great. Both the video
and 3D CAD model will then be posted onto Social Media to create awareness. These designs
will then be used to manufacture the bicycles at Stellenbosch University and donate it to our
local communities. The manufacturing process will be the production and support phases
from Figure 7, however this is not in the scope of this case study. A framework was
developed for the two weeks illustrated in Figure 8.
Figure 8: The two week framework illustrating the open design and co-creation steps
A questionnaire was given to the students to determine their perspective and experience of
social manufacturing. The questionnaire can give an indication to whether people would get
involved with a social manufacturing company. The rest of the results captured in this study
are based on the data from Facebook, Instagram, Twitter and Dropbox.
The questionnaire asked 4 important questions with regards to social manufacturing and this
section will go through the results of the questionnaire. The first question summarizes what
the common knowledge is around Co-Creation and Open Source Software. As you can see
from Figure 9 a), 65% of the students indicated that they have heard or know about the terms
Co-Creation and/or Open Source Software. This means that the age group between 20 to 23
years of age do know about the basic principles of social manufacturing.
a) Do you know anything about 'Co- b) Do you think a company can use a
Creation' and/or 'Open Source online community to design products and
Software'? will you get involved in something like
that?
1% 3% Yes to both
Yes Yes it will work, but no I
35%
22% wont contribute
No No it wont work, but yes i
65% will contribute
74% No to both
Figure 9 a) Questionnaire results of common knowledge of Co-Creation and/or Open Source Software and b) online community
involvement potential
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The second question summarizes the perspective of the students on whether a manufacturing
company can use an online community to design products and if they would get involved
with the company. As illustrated in Figure 9 b), 96% of students believe that a company can
use an online community in the design phase and 74% of them will get involved. This
indicates that in the future, people from this age group will embrace the idea of a social
manufacturing company using an online community in the design phase.
The third question summarizes the perspective of the students on the reasons, if any, why
they would get involved with an online manufacturing community. As illustrated in Figure 10
a), 81% of students will get involved for no financial reward, where 45% of that is to help
others find practical solutions and only 18% will do it for financial reward. This indicates that
people will contribute to the design phase of a social manufacturing company without a
financial reward which would make the design phase for manufacturing significantly cheaper.
a) If you would get involved in designing b) Have you ever used the internet to
a product online what would the reason find practical solutions?
be?
To help others find practical 1%
solutions
11% Social Reward
1%
Self Expression 28% Yes all the time
18% 45% Reputation Yes a few times
71% No,Never
For a financial reward
4%
I will not get involved
14%
7%
Figure 10 a) Questionnaire results of reasons for online community involvement and b) using the internet to find practical solutions
The fourth question summarizes the perspective of the students on whether they use the
internet to find practical solutions. As illustrated in Figure 10 b), 99% of students use the
internet to find practical solutions and 71% do it on a regular basis. This indicates that people
use the internet to find practical solutions and therefore a social manufacturing company will
be able to source practical solutions from an online community.
The questionnaire proved that for an Industrial 4th year student class between the age of 20
and 23 years the idea of a social manufacturing company is something to consider. The
students indicated that most of them currently use online communities to find practical
solutions and most of them will get involved for no financial reward. These factors indicate
the strong possibility of a manufacturing company using an online community in the design
phase.
The next step is to analyse the data obtained from the students with regards to their designs
and the data from the various social media platforms. From the 10 groups of students, they
delivered 151 bamboo bicycle designs in one week. This meant that each group designed 15
bicycles on average.
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After analysing the growth rate of the quality of each design, the conclusion was that the
quality of the design process followed a trend line as illustrated by the black line in Figure 11.
The Facebook page was used to show the students a few examples on how their designs had
to look and the quality of their designs.
However if the example designs of the required product is of higher quality, the online
community or students in this case will try to improve or equal the example designs. This will
have a significant effect on the final design as the online community will continue to improve
on all the designs which will mean that the quality of the design process will follow the blue
line in Figure 11, which will ultimately deliver an ‘exceptional’ design.
Figure 11: Design quality improvement over time (Not to scale-only for illustrative purposes)
The next step is to analyse the different Social Media platforms. The students were requested
to promote all their designs on Facebook, Instagram and Twitter to see on which platform
they could get the most Likes. As illustrated in Figure 12 a), Facebook got a total of 8472
Likes, Instagram 2013 Likes and Twitter 68 Likes. From these results we can see, because
Facebook and Instagram focuses more on photos rather than text like Twitter, people reacted
more to the photos rather than text.
Facebook has more users and user functions than Instagram and this is clear with Facebook
generating 4 times the amount of likes than that of Instagram. This indicates that if a social
manufacturing company wants to use social media, it should choose or create a platform,
which has significant amount of users and the users should have functionality to share,
comment, repost, edit or anything that would create more interaction between users.
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a) b)
9000 319 324 325
350 302
315
Amount of Page Likes
8000 300
7000
250
Total Likes
209
6000
5000 200
4000 150
94
3000
100
2000
1000 50 0
0 0
Facebook Likes Instagram Likes Twitter Likes 0 1 2 3 4 5 6 7
Social Media Platforms Days
Figure 12 a) Total amount of likes for all the posts on the different Social Media platforms and b) Bamboo Bikes for Africa page Likes
Looking at the Bamboo Bikes for Africa Facebook page, students were requested to like our
Facebook page where they would ultimately post all their designs. The class totalled at 89
students and as illustrated in Figure 12 b), in 7 days the Facebook likes increase from 0 to
325. This means the amount of likes is more than 3 times the amount of students, in other
words each student, on average, brought at least 2 to 3 extra followers to our page.
Remember this is only the amount of people that liked the page not all the people who
viewed the page.
In order to establish the amount of views of the page and posts the total reach is important.
As illustrated in Figure 13 a), in 7 days the Bamboo Bikes for Africa posts reached 10552
people. This is significant as the students were only 89 people which transformed into a total
reach of more than 10000. The total post reach proves the power of using Social Media as it
is easy to connect to a very large online community in a short period of time.
a) b)
12000 1400 1232 1240 1245
10267 10405 10552
Amount of Activity (Sharing, Comments
1152
Amount of People Reached
9475
10000 1200
1000
8000
5924 800
6000
and Likes)
512
600
4000
1865 400
2000 1014
200 41 75
0 0
0 0
0 1 2 3 4 5 6 7 0 1 2 3 4 5 6 7
Days Days
Figure 13 a) Total Post Reach on Facebook Page and b) Facebook Page Activity
The next step is to look at the amount of activity on the Facebook page. This includes the
amount of shares, comments and likes experienced only on the page. As illustrated in Figure
13 b), in 7 days the Bamboo Bikes for Africa page had 1245 page activity. This is significant
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as the page only has 325 likes which means each person, on average, contributed at least 4
times in one week to the page. It is important to notice from Figure 12 and Figure 13 that the
most activity happened from day 1 to 4. The reason for this was that the cut-off date for
submissions on the Facebook page was on the fourth day. Therefore if the submissions
continued, the activity might keep on rising at the same slope as in these three figures.
Week 2 of the project was used for the students to 3D CAD model, on Autodesk Inventor, the
design from each group with the most likes from week 1. The CAD process needs to only
show the frame of the bicycle along with the attachments that gives the bicycle its ‘Swiss
army knife’ like technology. Included in the Figure 14 is a few of the final CAD designs.
Figure 14: Final CAD Designs
The best design was chosen for the final Bamboo Bicycle that needs to be manufactured. The entire
bicycle frame is manufactured from bamboo and the joints are made of a combination of steel and
fibreglass. Shown in Figure 15 is the final product of the manufactured Bamboo Bicycle.
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Figure 15: Final Bamboo Bicycle
Conclusion
The business model elements of social manufacturing are explored and compared to
traditional manufacturing methods. The research and conceptual design phase of social
manufacturing compared to traditional design phases is shorter. This case study proved that
using social manufacturing the design phase can produce more designs in a shorter amount of
time than a traditional design method. Through analysing the designs, it was shown that an
even higher quality design can be generate by improving the first example design that is
shown to the online community. The case study showed using an online community that a
social manufacturing company can involve significantly more people than with a traditional
manufacturing process. This paper indicates the business benefit of crowd sourcing and using
an online community in the design phase of a manufacturing company.
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