The PERA Report (excerpt)

The PERA Report

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EXECUTIVE SUMMARY

Ben Bendien has developed a manufacturing process that is capable of replicating highly detailed three dimensional architectural ornamentation from original work. The process involves modern processing technology based on vacuum forming of a polymer skin and the injection of a foamed reinforcing media to produce finished product with a finely detailed surface that faithfully replicates the original work.

The process eliminates the need for 2.5D machining with its intrinsic dust creation and health and safety drawbacks. It also offers environmental benefits. Linear moulding of wood is very wasteful and can easily waste 60% of the virgin timber used. The RAFT process on the other hand is more material efficient and uses as its base material, MDF, which is produced using recycled wood. Machining is minimal and the process lends itself to nesting, which minimises materials waste.

An assessment has been made of proposed RAFT manufacturing technology for the production of kitchen and bedroom door presentations, which comprises vacuum formed PVC surface detail supported by a PU foamed backing. The basic RAFT process as proposed by Ben Bendien is considered viable and mirrors existing, well established PU processing technology.

An outline specification for a manufacturing facility was developed by Pera which describes a system capable of producing 2,000 door units per working day. The facility is based on RAFT technology and a two shift working, using a manual labour and handling approach. The machine system proposed represents good practice for the manufacture of low volume product. The gross foot print of a carousel system site for RAFT, including space for materials handling and storage would be in the region of £200 million, depending on the type of manufacturing philosophy applied. A job profile for the RAFT manufacturing management role has also been prepared.

An assessment has been made of the potential market for the RAFT product. The product has a wide range of market applications including kitchen and bedroom door presentations, mirror and picture frames, internal and external doors, bed headboards and ornamental fascias.

The UK Furniture market was estimated at £11 billion retail sales value in 2002. The UK Furniture market at manufacturers’ selling prices (excluding commercial office furniture) was estimated at £4,280 million in 2001. The World Furniture production market was valued at around £140 billion in 2000.

The UK market for furniture doors and panels is estimated to be worth £736 million per annum at MSP. This is the largest prospective market for the RAFT product. MFI is one of the dominant suppliers in this market and estimates have been provided of its size and share of each of the market segments.

An outline PowerPoint presentation has been generated and provided to RAFT communicating the business proposition, potential global market, key issues and major risks. Initial costings have been prepared for MFI (or other manufacturer) trial door panel and single production lines. Costings have also been provided for own frame production based on financials from the RAFT business plan.

Different market entry scenarios have been discussed including in-house production, licensing, and partnering with major furniture and smaller niche manufacturers. The initial objective is for RAFT to reach a licensing deal and ‘trial’ the door panel production line with a major manufacturer. This is the ‘bolder’ and more opportunistic approach and its achievement requires strong negotiating and deal making skills.

The alternative strategy, if the above approach is unsuccessful, is a more gradual building approach through partnering with smaller manufacturers, sub-contract or in- house production. The option of in-house production for picture and mirror frames and other niche sectors will also be pursued.

A risk analysis of the project was carried out in the first workshop. This identified the priorities for clear objectives and project management as well as the market analysis, which has now been carried out. It also identified the priority and need for strong manufacturing and marketing input from those with wider experience and knowledge in the sector. Ben Bendien as the head of the company will require people with this experience and knowledge in the roles that lead and support the business.

INTRODUCTION

The purpose of this section is to provide market data that supports the business development of RAFT – Reinforce After Forming Technology. The data is based on secondary, desktop research and the scope of the research includes the global and UK market for furniture and doors. The appendices include details on furniture, bed and door manufacturers.

Additional data has been included in the appendices with respect to the Art Market and UK framing companies. Details have also been included on sources of information on relevant building codes and regulations.

BACKGROUND

Ben Bendien has developed a manufacturing process that is capable of replicating highly detailed three dimensional architectural ornamentation from original work. The process involves modern processing technology based on vacuum forming of a polymer skin and the injection of a foamed reinforcing media to produce finished product with a finely detailed surface that faithfully replicates the original work.

This technology introduces mass production techniques to the previously hand crafted wood carving process and can be applied to furniture, doors, d£cor and panelling.

There are 29 patent application claims related to RAFT.

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Table of Contents For PERA Report

Executive Summary

Section 1: Market data
Introduction
Background
Furniture
Doors

Section 2: Manufacturing Technology Assessment
Introduction
RAFT manufacturing plant
Outline specification for a raft based manufacturing facility to produce 2,000 units a day based on a 16 hour two shift system
Option 1: General specification for manufacturing plant: fixed moulds
Option 2: Alternative manufacturing plant specification - mould carousel


APPENDICES
Appendix 1 Manufacturers
Furniture Companies
UK Bed Manufacturers
Appendix 2 Art Market
Framing Companies (UK)
Appendix 3 Fine Art Care and Treatment Standards (FACTS)
Appendix 4 Information on Building Acts/Codes and Regulations
Architectural Barriers Act (USA)
International Code Council (USA)
Building Regulations (UK)
British Woodworking Federation (UK)
British Standards Institute (UK)
Guild of Architectural Ironmongers (UK)
Appendix 5 Further Sources of Information
Appendix 6 Sources
Appendix 7 RAFT Manufacturing Role

List of Tables
Table 1 UK Furniture Market (Retail Sales)
Table 2 Retail Sales of Furniture and Home Furnishings Goods by Core Product Sub-sector 2000-2005 (UK)
Table 3The UK Market for Kitchen Furniture,2000-2005
Table 4 The UK Market for Kitchen Furniture, Distribution Routes 2000-2005
Table 5 UK Kitchen Furniture – Market share estimates 2005
Table 6 UK Furniture Companies 2005 Turnover
Table 7 MFI Sector Segmentation (UK Retail Sales)
Table 8 Potential market for door and frontage panels at MFI in the UK
Table 9 Value of the UK market for door and frontage panels
Table 10 Overview of the furniture industry by developed/ emerging countries (2001)
Table 11 Furniture Trade Balances (£ millions and percentages)
Table 12 Furniture Trade Balances (£ millions and percentages)
Table 13 The UK Market for Doors and Door Frames, 2001-2005 and Installed Value for Replacements
Table 14 Material Segmentation of the UK New Construct Door Frame and Doors Sector, 2000 - 2005
Table 15 Material Segmentation of the UK Replacement/ Refurbishment Door Frame and Door Sector, 2001-2005, 2001-2005
Table 16 The World Exporters' Market for Imported Articles and Manufactures of Carving and Moulding Materials: 2005
Table 17 The World Exporters' Market for Imported Works of Art, Collectors Pieces, and Antiques: 2005

List of Figures
Figure 1 Furniture Chains Market Share 2005
Figure 2 Global Art Market Countries' Share
Figure 3 Art Market Annual Sales Turnover (Approximate)
Figure 4 Art Market Segments by Number of Lots Sold.
Figure 5 Art Market Segments by Sales Turnover


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