The PDP and The
People
Sales Development
Modified for Wildfire Training
6-17-02
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
Per Mike Campbell Tech Marketing Presentation:
Here is the breakdown:
Focus on Design
•Global Modeling
•Interactive Surfacing
•Restyle Feature
•Advanced Photorendering Capabilities
Focus on Engineering
•High-performance Assembly Modeling
•Routed Systems
•Sheetmetal Design
•Behavioral Modeling and Simulation
Focus on Manufacturing
•Mold Design
•Improved workflow
•Greater interoperability
…and More!
•Expanded ModelCHECK capabilities
•Backward Compatibility and Data Openness
•New Graphics Library
•Distributed Computing Advances
•Improved licensing and installation
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
Conceptual Designer/ Industrial Designer
PEOPLE
EDUCATION
This person usually has some type of 4 year engineering
degree and some level of art school education. Typical
engineering degrees can be Mechanical or Industrial.
Typically they have around 5 years of schooling.
These individuals are not typically interested in PTC products
due to the Engineering requirements. For example, Pro/E
requires all dimensions, constraints, etc. to be determined to
capture design intent. This need to specify information
tends to interfere with the ability to create flexible, artsy
fartsy type of deliverables.
Conceptual designers work on concepts. Reality is not
something they need be concerned with. Think about the
limitations imposed by the software. This is what conceptual
designers want to avoid.
Conceptual designers are
brainstorming ideas. This is why the tool of choice many
times is a pencil or pen.
It would be great to do similar things with software.
However, it must be flexible and non-limiting. In general,
numbers, constraints, and engineering content scare artsy
fartsy people. When selling to a Conceptual Designer it is all
about flexibility, ease of use, free form, and capturing the
look and feel of the product.
There has always been and will always be a battle between
conceptual designers and engineers.
The conceptual
designers claim is that they develop products that are sexy
and appealing to the customer. The engineers on the other
hand must make these products so that they can be
manufactured. There is often a give and take. Engineers
must work with whatever data he is given to reproduce what
the conceptual designer created on a sketch or some other
CAD program. Alias is a good example of Conceptual
designers moving from sketches to 3D electronic data.
However, the quality of the data reflects the flexibility of the
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
tool. If you want to make something very easy to use, you
don’t always have the best control. As a result the ability to
use the Alias data directly via translation, and iges has a
variety of problems.
These problems are often seen as gaps between adjoining
surfaces. We at PTC say these surfaces from Alias are not
manufacturable. PTC products such as ISDX, and Restyle
are intended to provide the best of both worlds. They are
tools suited for the Conceptual engineers needs to create
flexible data, while meeting the high quality output needs
required for engineering to use the data directly without
having to repair or recreate it.
What he cares about
Brand Recognition, Aesthetics, Ergonomics, Meeting
Specifications and Design Intent.
Typical use
First, Products that require a certain aesthetic appeal via
curved, free form surfaces. Second, those products that are
complicated and require high end surfacing to capture the
design requirements. The second group is less driven by
conceptual designers and more by engineering. Function is
really the driving force.
Examples are Consumer Products, Automotive Body Styling,
anything that does not consist solely of planar surfaces. If
it’s a product that requires aesthetic styling, it is a fit for PTC
Design Solutions.
Aerospace Body – the tools apply here however, aerospace
body is based on engineering and analysis. The artsy fartsy
guys are not determining the shape of an airplane or the
section profile of a wing.
PDP
Design
Note: The Wildfire marketing materials list the tools under
Design. These same tools represent Engineering solutions
as we talk about the high-end geometry needs relating to
the needs to reverse engineer product and create complex
non planar geometry.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
PROCESS without
PTC Solutions
Current Tools
Alias, Coral Draw, AutoCad, Paper and Pencil, Clay and
Foam, Think 3, Rhyno, Form Z, Solidworks
Deliverables
Sketches, Layouts, Photo realistic images, 3D models, and
Surface models. Prototypes for marketing and focus groups
which are typically clay or foam models. IGES files to
Engineering.
Typical Process
Sales and marketing will come to CD with an idea or
concept. Usually a detailed specification document will be
involved. This document will discuss market potential,
competition, technical requirements, timeline for product
launch, etc.
CD will then “napkin sketch” the first
conceptual iteration as a check. This will usually be done in
one of the above tools. This is a continuous process until
the concept is correct. Once they get an agreed upon
concept they will document the design to more detail in one
of the above tools and pass it over the wall to engineering.
Conceptual designers will often produce clay models in
addition to the sketches. The models will go through many
iterations and upon approval may be scanned to generate a
point cloud data set.
The scanned data (often used in Automotive) is then
required to be reverse engineered via engineering to create
surface data from the scanned point clouds (Restyle).
The need for clay models is in line with the artsy farsty
nature of the individuals and the need to “feel” the model.
The ability to provide high quality Photo rendered images
can sometime eliminate the need to produce multiple
physical prototypes. Everything from colors to textures are
tested and reviewed prior to the final sign off of a design.
Conceptual designers will go through a large number of
iterations hoping to create the perfect concept. With Global
Modeling, an electronic data set may be manipulated very
quickly on the screen to produce different product iterations.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
Global modeling is a new product that allows the user to
graphically interact with the model by specifying an area to
perform modifications. Rather than modify the model via
the parameters, the model is manipulated via the stretching
or pulling of the data.
Process with PTC
Solutions
PTC Modules
PTC SALES DEVELOPMENT
The CD department will use PTC Design Solutions (Global
Modeling, ISDX, Restyle, and PhotoRender) in the very first
step of the process. If the concept is created using PTC
Design Solutions, the data is a direct interface into Pro/E
using native geometry. Data can be shared early in the
design process. Design changes will automatically update
the engineering model. This allows design and engineering
teams to see the immediate results their changes will have
on the overall design. Now this iterative sequential process
becomes concurrent.
ISDX II, ASX, Global Modeling, Restyle, and Advanced
PhotoRendering capabilities
Product Development Process
Process & Players
Detail Design
PEOPLE
EDUCATION
Detail design has a mix of people. This is where people
begin to “detail” how exactly they are going to make this
product. Many times the program managers’ etc. are ME’s,
however, it all depends on the company and the industry.
The Wildfire survey information suggest that one half of our
existing Pro/E customers have only a high-school education
or an associates degree and are in their 40’s.
Detail design covers the broadest area of the PDP.
Engineering encompasses everything from the engineering
of the product, the analysis, and 2D detail work that goes
into the engineering and documentation of the final product.
Depending upon where you are at in the PDP determines
how educated the individual is and what his needs are. At a
high level, engineers take a concept and make it a reality. It
involves all aspects of analyzing the form, fit and function
and making sure it can be produced.
The engineer will typically have a four year Mechanical
Engineering Degree. Many times you may find the title of
Designer in this role as well. A designer, not to be confused
with a Conceptual Designer, is someone who has worked his
or her way up in an organization usually from drafting. They
do not carry a ME Degree but may handle these job
responsibilities. Larger companies may have both roles and
very small companies may only have a Designer to keep
costs down. They typically make much less then a degreed
ME.
What they care about
Form, Fit and Function. Design Details and
Manufacturability, Getting Product Designed on time
Typical use
Any company designing new products
PDP
Engineering
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
PROCESS without
PTC Solutions
Current tools
AutoCad, Catia, SDRC, UG, SolidEdge and Solid X
Deliverables
Drawings, Final Specifications, BOM’s, smaller companies
that do not have a Drafting department will also produce
production drawings at this stage.
Typical Process
Once the Conceptual Design has been approved the
Engineers go to work. Detailed parts and assemblies are
modeled. Interferences and fit problems in assemblies are
examined. This work is typically going to be completed in
some sort of CAD tool. Remember we mentioned the
Conceptual Design process was very iterative. If Detail
Design gets started too early in the process they run the risk
of dealing with many changes. These changes must be
made manually and requires rework and starting over if the
changes are drastic.
PROCESS with PTC
Solutions
If the CD department is using PTC Solutions, there is no
translation between departments. The detail designer will
work directly off the models created in CD. When changes
are made all deliverables are updated automatically.
Again the focus is on concurrent engineering and minimizing
the effect of change. Because of PTC’s single database if a
change is made anywhere in the design process the
engineering models are automatically updated. This allows
our customers to evaluate many design iterations without
holding up the product development process as occurs in
traditional sequential processes.
The benefit of using PTC solutions is that we have tools for
every individual. It does not matter what department and
deliverables you create, PTC solutions will ensure
modifications are leveraged and updated throughout the
organization.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
The ability to utilize a variety of applications within a same
User Interface represents a strategic advantage. Within the
same UI an individual may design, analyze, optimize, detail
and manufacture the product. All data is maintained and
updated via “associativity”. Pro/E’s flexible feature based
solid modeling ensures parametric modification are reflected
everywhere and anywhere the model is being used.
PTC Modules
Pro/E Foundation, Foundation II, and Flexible Engineering
Note: Pro/COLLABORATE, ProjectLink, PartsLink, PDMLink
Note: For the Wildfire Training we need to make it easier
for sales to identify what products they should position with
the customer. As the training moves forward and takes
form we will have to accommodate for those products that
represent feasible engineering solutions but fall outside the
focus product group.
The original thought is to concentrate on the product
offerings. The above packages could be considered for
training selection.
Depending upon the
*ModelCHECK can be used by the detail designers as it
improves quality of the design during the detail design
phase. Many companies also employ design checkers, who
are slightly different than the quality people. The design
checker ensures that solid models and drawings are properly
dimensioned, that all title blocks and tolerances are properly
called out etc. ModelCHECK is a great tool for the design
checker.
**CE/Tol is used by designers for tolerancing analysis and
optimization. They use the tool to ensure that parts are
going to properly fit together and not interfere with one
another. If tolerances are not properly taken into account,
parts will not meet spec after they are manufactured.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
ANALYSIS
PEOPLE
EDUCATION
The typical Analyst is highly educated. It is not unusual for
large companies to employee someone with a PhD in
Analysis. They usually have many years of on the job
training as well. Small to mid size companies will have a
well-respected mechanical engineer performing the analysis.
What they care about
Will the product work? Predicting the design performance
and accuracy of the results.
Typical use
Most companies will do some form of analysis but more
often then not they will build a destructive prototype and
test it. One example of a destructive prototype is a car crash
test.
Engineering
PDP
PROCESS without
PTC Solutions
Current Tools
Anysis, Nastran, Patran, Cosmos, SDRC, Prototyping and
Overdesign
Deliverables
Performance results: structural, vibration, thermal and
kinematics.
Typical Process
Usually smaller companies will outsource traditional FEA if
they perform any at all. They will not employee an analyst
due to the expertise required and high level of compensation
for this person. Companies can also do analysis by building
prototypes and testing them. This is the norm in industry.
If a company has an in-house analyst they will typically
provide engineering with a pass/fail answer.
Will the
product work or will it fail? This answer depends heavily on
the input from the analyst. If they do not accurately set up
the analysis, the answer is often wrong. This step in the
process always occurs very late in the product development
cycle due to the time required to complete an analysis and
the change factor. The analyst wants to be sure he is
running an analysis on the final product.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
Process with PTC
Solutions
PTC’s Pro/MECHANICA is positioned as an early insight and
improvement tool. MECHANCIA should be used early in the
design process so the engineer can begin building the best
possible product. This is one of the big differences between
MECHANICA and traditional FEA, our product can be used by
engineering and does not require an expert. This is due to
many reasons but the main point is MECHANICA is easy to
use. The interface for MECHANICA and Pro/E are the same
so the engineer does not need to learn two systems.
MECHANICA can also provide the engineer with insight into
the design to help produce the best possible product
whereas traditional FEA only provides pass/fail data.
MECHANICA is also fully associative with Pro/E.
Any
changes determined and excepted in MECHANICA will
update all Pro/E deliverables. Again, this reduces the
amount of rework and minimizes the risk from change.
PTC Modules
All Simulation Products, BMX, MDX, MDO, Pro/Plastic
Advisor, Pro/Mesh, Pro/FEM Post,*
* You can mention BMX in the analysis section. Also, if a
product needs to be evaluated in several different analysis
tools, there's no way to make sure they're all up to date,
much less perform any sort of coordinated improvement
activity such as optimization. That's how BMX helps.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
DRAFTING
PEOPLE
EDUCATION
This person usually has a 2 year technical degree if any
formal schooling
What they care about
Accurate drawings, conforming to company and international
standards such as ANSI, DIN, JIS, etc.
Typical Use
Any company designing products
PROCESS without
PTC Solutions
Current Tools
AutoCad, Cad Key, Medusa, any 2D tool
Deliverables
Production Drawings and BOM’s
Typical Process
Drafting waits for the handoff from detail design and then
they go to work. Their job is to take the parts and
assemblies designed by the engineers and put them in a
form that manufacturing can read.
Accuracy is very
important for drafters because one wrong dimension and the
product can be produced incorrectly.
The drafting
department is responsible for placing views and dimensions
on the drawings. Typically this is a manual process where
they layout each view and then apply dimensions one by
one. They also have to keep up with Engineering Change
Orders (ECO’s) and make sure they are all documented. If
drafting is creating the BOM they must also continually
update this per every ECO.
PDP
Engineering
PROCESS with PTC
Solutions
PTC SALES DEVELOPMENT
As parts are designed in Pro/E, the system is keeping track
of all the dimensions. When it is time to produce a drawing,
Pro/E automatically applies all the dimensions for the
drafter. Views are also just a click of a button as Pro/E
Product Development Process
Process & Players
already has a solid model to reference. Pro/E takes the
drafting department off the critical path of product
development due to the automation of the process.
Companies no longer need to wait for a product to be
released from engineering to start documentation. This has
a dramatic effect on the ability to shorten a company’s cycle
time.
PTC Modules
Foundation Package II (Specifically Pro/Detail and Pro/Report that are
included in the package), ProductView, *ModelCheck
*ModelCHECK can fit into most of these areas as it improves quality of
the design during the detail design phase, but is also used by the
drafters to ensure drawings are properly made.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
MANUFACTURING
PEOPLE
EDUCATION
There will always be a variety of education levels in this
field.
You will encounter everything from no formal
education to masters in Manufacturing Engineering. Your
typical programmer will have no education where as the
MFG Manager normally will have a degree.
What they care about
Can we manufacture this product? Time, cost, and accuracy
of the design. Use all the capabilities of their NC machines.
Typical use
Any company manufacturing product.
Process with out
PTC Solutions
Current Tools
Manual programming, SmartCam, MasterCam, SurfCAM
and any high-end CAD tool
Deliverables
NC Tool Paths, Process Plans, Finished Product, Tool Design
Typical Process
Manufacturing will receive a drawing or neutral file from
drafting which they in turn program in their CAM tool or
manual programming directly on the NC Machine. They
always wait until the end of the process due to the change
factor. Typically the manufacturing process is very manual
because the CAD package and the CAM package are not the
same tool. There is translation and clean up required and
this is time consuming. Remember that this is only the
process if the company is using Computer Numeric
Controlled (CNC) machinery. If the company does not have
CNC machinery they are running equipment by hand and are
way behind the times. They can also have CNC machines but
still let the NC programmer create the NC program directly
on the CNC machine using drawing from the CAD system.
PDP
Manufacturing
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
Process with PTC
Solutions
PTC’s manufacturing solutions encourage collaboration
between the manufacturing and design organizations early
in the product development process. This communication
facilitates design for manufacturability based on proven
practices, available resources, and time constraintsimproving productivity and enhancing product quality.
The programmer will create his tool path directly off the
engineering model with no translations or data recreation
required. When a change occurs the tool path will update to
reflect the change. If the change is drastic the programmer
can make modifications to his program very quickly and
easily.
PTC also offers tools to simulate the NC program in a virtual
machine environment.
Tool Design
PTC also offers fully integrated tooling design applications
that address the specific needs of the tool designer,
including the creation of dies, castings, molds, fixtures, etc.
Associativity links these tool designs to the part design
automatically updating tooling in response to design changes
and ensuring manufacturability.
PTC Modules
Tool Design Option, Production Machining Option, Complete
Machining Machining, NC Sheetmetal, NC Verification Option,
NC Optimization Option and NC Machine Simulation Options
Note: All of the Mold Design solutions and EMX are also a fit
here.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
TECHNICAL PUBLICATIONS
PEOPLE
EDUCATION
There will be a variety of backgrounds for this person. The
background could vary from marketing, engineering,
drafting, process engineering to just the tech pubs
department.
What they care about
Accurate documentation and company image
Typical use
Most companies will have some form of documentation that
ships with their product. Consumer products that require
assembly will always have instructions as to how to put the
product together. Companies that produce machinery must
tell their customers how to use and maintain the equipment.
Process with out
PTC Solutions
Current Tools
AutoCad, MS Word, Corel Draw
Deliverables
Assembly instructions for the customer and internal
assembly instructions as well as repair manuals
Typical Process
This department usually gets started late in the product
development process. The accuracy of their deliverables has
a direct dependence on the information they receive from
drafting. They will usually take the 2D drawing provided by
the drafting department and create assembly instructions in
a tool such as AutoCad and create the text in MS Word.
They can sometimes utilize the data created upstream
depending upon the level of detail. This department usually
stays backlogged because of how late they get information.
The product cannot ship with out their deliverables so
quality will typically suffer.
PDP
Engineering
PTC SALES DEVELOPMENT
Product Development Process
Process & Players
Process with PTC
Solutions
PTC Modules
PTC offers this department the ability to drastically shorten
their lead-time due to concurrent engineering and full
associativity. The technical publications department can
leverage the engineering data early in the process and begin
creating their documentation. When changes are made
anywhere in the process the assembly instructions and
manuals will update predictably. This department could also
benefit from the use of Photo Render because image is so
important to many companies. Pro/Process for Assemblies
gives the technical publications department the functionality
to create exploded states (views) to aid in visualization and
the ability to define the steps of how to assemble their
product. This module is completely associative with all other
Pro/E modules.
Pro/Process for Assemblies, Pro/Photorender and
Pro/Report, *Design Animation Option
*Design Animation Option for these people. They can create
movies show how to assemble and disassemble products.
These are great for websites.
PTC SALES DEVELOPMENT
Product Development Process
Process & Players