Do It Yourself and Makers Revolution is a contemporary subculture representing a technology-based extension of DIY culture that encourages invention and prototyping. This trend includes millions of people who are creating their self-made products and taking risks to start their own small businesses dedicated to marketing and selling of these products. This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Do It Yourself and Makers Revolution through stories, examples, numbers, case studies.

1. THE MAKERS REVOLUTION
MARKETREVOLUTION.IT
@MKTRVLTN
DO-IT-YOURSELF &
INSPIRING ROUTE
29/09/2013

2. WELCOME
Thanks for coming
DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 2

3. @MKTRVLTN
#INSPIRINGROUTE

4. Where does this story start?
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5. Self-taught 15-years-old inventor from Sierra Leone
He builds batteries, generators, FM radio, audio mixers, amplifiers, useful products for his
community from recovered electrical equipment and cheap technology components.
DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE
Meet Kelvin Doe
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Source: Thinkr, nov 2012.
Kelvin belongs to the latest generation of makers.

6. A long-running vein deeply rooted in our culture
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Our grandparents did that too
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Source: Businessweek, 2006.
Hello, we are Bill and Dave and welcome to our crib!
We’re just two guys hanging around in a garage trying make stuff.
(Well, eventually they became H&P)

7. A long-running vein deeply rooted in our culture
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Source: The Open University, 2013.

8. New behaviors and consumption trends
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Pro-sumer
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Source: Treccani, 2013, Forbes, jul 2013.
A consumer than simply “consuming”
products, becomes the voices of those
products and significantly impacting the
success or failure of companies, products,
and brands.
Consumer that is also a producer or, in
the act itself which consumes,
contributes to the production.

9. New behaviors and consumption trends
DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE
Pre-sumer
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They love to get involved with, push,
fund, and promote products and services
before they are realized.
Consumers want the best, they want it
now and first, and they want real, human
connection, too.
Source: Trendwatching, nov 2012.

10. So, what’s new about it?
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Source: Businessweek, sept 2012.
Reconnection with production
Exploitation technology potential
Focus on creativity
Physical-digital integration
Sharing tools and experiences
Economic and environmental sustainability
(& self-sufficiency)
Entrepreneurship

11. Enabling the shift: everything old is new again
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4 drivers
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Open-source culture Technology
consumerization
Gathering places Internet diffusion
Source: Wikipedia, 2013.

12. The production technology factor?
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13. Machines that take a digital model of an object and print it out by building it up,
one layer at a time, using plastic extruded from a nozzle.
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3D printing
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Source: Makerbot, oct 2012; The Economist, dec 2011.

14. Smart and open hardware
Cheap, handy and easy to use electronics prototyping platforms
allowing to create interactive electronic objects
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Source: Youtube, 2010; Youtube, 2012.
microcontroller,
sensors,
actuators
(and fun)

15. Then, what is the maker movement?
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16. Maker movement
ˈmeɪkə ˈmuːvmənt
1. A contemporary subculture representing a technology-based extension of DIY culture that
encourages invention and prototyping;
2.Trend in which individuals or groups of individuals create and market products that are
recreated and assembled using unused, discarded or broken electronic, plastic, silicon or
virtually any raw material and/or product from a computer-related device;
3. An evolution of millions of people who are taking big risks to start their own small businesses
dedicated to creating and selling self-made products.
Source: Techopedia, 2013; Wikipedia, 2013; Huffington Post, feb 2013
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17. It’s a revolution (not just a rebranding)
Not a peripheral change but a paradigm shift: values, goals, rules
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1st revolution:
steam engine
2nd revolution:
assembly line
3rd revolution:
IT & automation
4th revolution:
digital fabrication
Source: The Third Industrial Revolution: How Lateral Power is Transforming Energy, the Economy, and the World, 2011; McKinsey, jun 2013.

18. The element of continuity is the reconfiguration of relations within the system
From top-down, centralized to bottom-up, peer-to-peer
Just as the Web changed, redistributed, and sped up the diffusion of information—and created
and destroyed businesses along the way—maker revolution will change manufacturing from a
cumbersome process based on capital to a flexible one based on creativity.
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From bits to atoms
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Source: Makers, the new industrial revolution, 2012

19. Working and community spaces
Small-scale workshop offering flexible manufacturing equipment, materials and
shared competences for digital fabrication
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Source: Wikipedia, 2013.

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TITOLO
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Who are the “Makers”?

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Demographic profile
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Source: Peerproduction, may 2012
Male 78,43% 26-30 20%

22. Europe 50,3%
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Demographic profile
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Source: Peerproduction, may 2012
4-Year College Degree
(BA/BS) 33%

23. Psychographic profile
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self-awareness 58%
Source: Peerproduction, may 2012

24. Makers about “making”
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Source: Peerproduction, may 2012
A newly exponential growth

25. Makers about “making”
Exploring new possibilities
Functional models 13,8%
Spare parts to devices 13,1%
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Source: Peerproduction, may 2012
Artistic items 13,7%
research/educational purposes 12,6%

26. Makers about “making”
Still a strong “consumer” approach
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Source: Peerproduction, may 2012
How do you consider yourself?

27. Makers about “making”
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Source: Peerproduction, may 2012
Vocation to business

28. Makers about “making”
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Source: Peerproduction, may 2012
Object quality 13,8%
Cheaper material price 13,1%
Speed 13,7%
Bottlenecks
Metal material printing 12,6%

29. Source: 9GAG, 2013
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30. The makers by (some) figures
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Industry dimension
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Source: The Economist, sept 2013; Trendwatching, nov 2012.
+28% by 2013
2.2 billion dollars
in 2012
5.2 billion dollars
in 2020

32. The maker community
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333 thousand visitors in 2012
Source: Makermedia, 2012.
Solid growth

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3D-printer sales
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40 thousand printers in 2012
Source: Arstechnica, june 2013.
Still a niche (but that will double in 2013)

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3D-printer usage
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Source: Shapeways, june 2012.
To the 7-digits for Shapeways
1 million products
until 2011
600 indipendent sellers
until 2011

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Arduino
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Source: Open design consulting, 2012.
The traction of the openness
1 million dollars
revenues in 2011
150 thousand
units sold in 2012

36. The Arduino’s community
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Source: Makezine, dec 2012.
The traction of the openness
500 thousand people
making stuff in 2011
300 thousand units
“in the wild” in 2011

37. Business attractiveness
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403 million dollars MakerBot acquisition by Stratasys
Source: Arstechnica, june 2013.

38. Financial attractiveness
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30 million dollars in 2013
Source: Venturebeat, apr 2013.
VC funding received by Shapeways

39. “from a business point of view”
models, strategy, consequences
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40. How to turn “makers” into an opportunity?
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Source: Dilbert, nov 2012.

41. That’s a new paradigm!
A new era for manufacturing and logistics: widely
distributed, highly flexible, small-scale
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Source: The Economist, apr 2012; Harvard Business Review, mar 2013.

42. “A design change could take at least six months to implement.
Now the company can get a prototype to a customer in a couple of weeks”
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Fast prototyping
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FitBit, a consumer device for tracking your level of activity throughout
the day, fast prototypin with Arduino for the mass market.
“We’ve been using Arduino for rapid prototyping for a few years now.
It’s been a great tool for us in trying things out quickly”.
Source: The Economist, apr 2012; Arduino, feb 2011;. *Mike Campagna, “Chesapeake Bay Candle” Preisident

43. Provide customers customized services and products to match their
usage requirements and desire for uniqueness
Consumer goods Medical
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Mass customization
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Full customizable.
$6,000-$7,000 vs $60,000-$75,000.
Pilots to print ears, jaws, kidneys, spinal discs.
Nokia’s customers could print out customized
covers.
Nike can print customized football’s shoes fooplate
that will help athletes perform at their best.
Source: Businessweek, may 2013; AdAge, may 2013; Nike, 2013.

44. “Instead of giant, purpose-built plant to supply the global market, smaller,
regionalised plant to respond more rapidly to local demand”
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Delocalization
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Source: The Economist, apr 2012
Produce in remote places
Fit local market needs
Reset logistics costs
Turn expensive and limited
inventories into digital libraries
Rolls-Royce vision
“It could scan an object in one place
and tell another machine on the other
side of the world ho to build a copy”

45. Rapid manufacturing
Time and costs efficient production
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Source: The Economist, sept 2013; GE report, jul 2013; GE, aug 2013.
In its production facilities, BMW allows its
workers to design and print custom tools to
make it easier to hold and position parts.
GE has introduced for its massive gas turbines
metal 3D-printed components.
Also, through their Open Innovation platform, GE
asked the maker community to be helped to
understand how to build better and faster engine.
Reduction of the waste of raw materials
(up to 90%)
Produce things previously considered
too expensive or difficult to make

46. The implication of the “makers revolution”
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Source: The Economist, apr 2012
Speed to market
Risk failure tending to zero
Production of things that can not be done in any other way
Reduction of logistics and storage related costs

47. “from a business point of view”
models, strategy, consequences
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48. Good Guy Michael Porter
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Do you recognize this guy?
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DESCRIBES HOW VALUE
IS CREATED
DISTINGUISHING TWO
TYPES OF ACTIVITIES
PRIMARY
activities
The (five) activities to
create value thus
generating margin
SUPPORT
activities
The (four) activities
that facilitate the
primary activities
Source: Wikipedia, 2013.

49. “How can I help you?”
If I distribute, outsource or, ever worse, I lose control of my primary
activities, which will be my role?
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Source: Wikipedia, 2013.
R&D DESIGN PRODUCTION MARKETING &
SALES DISTRIBUTION CUSTOMER
SERVICE
For what I will get paid?
NOPE
NOPE
NOPE
NOPE
NOPE
NOPE

50. 4 models for the new paradigm
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Distributed
manufacturing
Open
manufacturing
Manufacturing
platform
Desktop
manufacturing

51. Distributed manufacturing
The company plans centrally and produces locally
“I ship products through my manufacturing
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terminals”
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Source: Quartz, jun 2013; AtFAB, 2013; PSFK, jul 2013; Mashable, aug 2013.

52. Desktop manufacturing
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“I ship information, not products”
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Source: Quartz, jun 2013; AtFAB, 2013.
The company designs, the customer produces

53. Manufacturing platform
“From your information I ship products”
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Source: Quartz, jun 2013; AtFAB, 2013.
The customer designs, the company produces

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Open manufacturing
“Ehm, is this a ship yet?”
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The customer designs and produces, the company enables
Source: Quartz, jun 2013; AtFAB, 2013.
Materials, spaces, facilities, contacts, consulting

55. Gotcha! But how the story goes on?
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56. The dark side of the Makers
INTELLECTUAL
PROPERTY SECURITY
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Issues, disputes, danger
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The digitization and democratization of
manufacturing, with its peer-to-peer,
open and distributed approach,
undermine not only some norms but
whole sets of categories and principles
that are the foundation of our thinking
and living.

57. Security
Design, copy, share, download and print home-made fully operational weapons
at a minimal cost and invisible to the current surveillance technologies
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The “Liberator Gun”
A physible, 3D-printable single shot handgun designed by
the open source firm.
It can be reproduced with a $2,000 consumer 3D-printer
and a few dollars worth of material.
Released on May 6, 2013, it was download over 100,000
times in the two days through BitTorrent before the US
Department of State demanded its takedown.
Uri Even, an Israeli TV reporter, brought a working version
of the gun into a ceremony featuring Netanyahu.
On May 6th, the New York city council made illegal to use
a 3D printer "to create any firearm, rifle, shotgun, or any
piece or part thereof," without being a licensed gunsmith.
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Source: Dailymail, may 2013. Arstechnica, jun 2013, Times of Israel, july 2013. Wikipedia, sept 2013.,

58. Piracy, counterfeiting, patent infringements with reverse-engineering and file
sharing are taken to the next level
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Intellectual property
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Source: The Pirate Bay Blog, jan 2012,
The Pirate Bay “for real”
“We believe that the next step in copying will be made from digital form into physical form.”
“[Physibles are] data objects that are able (and feasible) to become physical. [...] three dimensional
printers, scanners and such are just the first step.”
“You will download your sneakers within 20 years.”

59. Will undermine the economics of mass production and repatriating jobs to the
West or burst like a overblown bubble?
Much a complement as a competitor to mass production
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Revolution or fad?
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Source: The Economist, sept 2013.
Incorporated the best of both worlds

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TITOLO
Source: MTV European Music Award, nov 2012.
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