Productivity Improvement
Written by John J. Xenakis for
CFO.com,
Dec 20, 2000.
A software company has come up with a system that it says will make
factories more efficient, provided you can afford the million dollar
price tag.
They used to say, "Build a better mousetrap, and the world will beat
a path to your door." But before that happens, you'll have to
convince the world that your mousetrap is not just better, but so much
better that they'll be willing to pay a premium for it. That's the
problem facing Maxager Technology (http://www.maxager.com). Its
decision support software has substantially improved factory output
for a few customers, including Motorola Computer Group, Seiko Epson,
and Wheeling- Pittsburgh Steel, but it has not yet obtained wide
recognition and acceptance. In all, Maxager currently has 14
customers in various stages from trial program to full production,
about half in North American and half in Japan.
One site in full production is Motorola's huge factory in Tempe,
Ariz., which manufactures computer boards. The factory's seven
production lines run around the clock.
"We produce 100,000 boards per month," says Dan Lombardi, director of
operations at Motorola, "with 1,500 different part numbers per month,
with all different customers and selling prices." All in all, several
hundred million dollars of products roll of the Tempe assembly line
every year.
The 100,000 units represent a 30% increase over last year, and
Lombardi attributes that increase to implementation of Maxager's
application software. A 30% increase on a base of several hundred
million dollars is a very great deal of additional revenue.
The methodology is complex, but works as follows: In any factory,
each manufacturing assembly line consists of a series of steps
preparing raw materials, assembling, heating, attaching, cleaning,
trimming, painting, and so forth. Crucial to the methodology is the
identification of a specific step, a "strategic control point (SCP),"
which constrains the entire assembly line. Identifying the SCP in each
assembly line is the basic starting point of the methodology.
Any step in production can be a bottleneck, or the step that slows
the entire line down. If you're short of raw materials, it could be
the first step; if an employee is out sick, it could be a manual
assembly step down the line.
But the SCP is a strategic bottleneck. It's one that doesn't come and
go, but is in many ways the heart of the entire production line. In
most cases, it's a very expensive machine or asset.
The thing that differentiates the SCP from an ordinary bottleneck is
that it's a step in the production line that can't be easily expanded.
If the problem causing today's bottleneck is a shortage of raw
materials or an employee illness, managers can add materials or
another person.
But if your bottleneck is a machine that costs $2 million, then you
can't expand production at that point without purchasing another $2
million machine, and that normally isn't practical.
Once the SCP is chosen, that's where the controversy starts, because
Maxager's software computes manufacturing costs and profits in ways
that differ from conventional financial systems. What's more, these
new numbers lead to different decisions about such things as factory
loading and product mix, which can result in some political friction.
In conventional financial systems, manufacturing costs are computed
by adding together labor and other variable costs at each step, and
adding on fixed costs via a formula incorporating the time spent in
production, factory space used and other measurements.
"The ways that costs are determined by finance are steeped in
tradition, and they don't always give you the level of detail you
need," says Jack Maynard, analyst with the Boston based Aberdeen
Group. "The finance department or the cost accountants do a lot of
averaging, coming up with average costs of goods sold, for example."
That's good for a general picture of the company, but it doesn't
always help make the best decisions. "For example, some studies show
that some high cost products that are complex to produce make less
money than other low costs products that are easier to produce," says
Maynard. "The Maxager system provides the granularity of detail to
determine true costs and profits."
There's another big change that Maxager implements: Maxager treats
labor as a fixed overhead cost, rather than a variable cost.
"Labor is not a truly variable cost," says David Shucavage, director
of consulting methodology for Maxager "It's fixed, since you can't
send someone home an hour early. With union contracts, your goal is to
make as much money each day with the labor you have."
Maxager then allocates overhead, including labor, in a specific way:
according to how much time product manufacturing spends in just one
single step: the SCP. Other steps and other factors do not take part
in the overhead allocation formula, as they would in standard
financial computations.
For example, if a product spends five hours in the SCP, and the SCP
is running continuously, then that product is allocated 5/168 = 2.98%
of the production line's overhead, including labor.
This is quite different from the way things are usually done, and a
lot more precise, according to Shucavage, who used to be a production
manager before coming to Maxager.
"People often lie and cheat to promote the products they want to see
made," he says. "The numbers that represent the standard costs are
wrong because they're old and because there's game playing and
politics. If you don't have the right data, then you don't know what's
really going on."
For that reason, many companies installed data collection systems at
their manufacturing workstations, in order to implement real time
activities based costing. For companies that haven't already done
that, Maxager installs real time data collection.
Using all this data, Maxager's software then makes a number of
computations -- and Maxager has obtained some software patents on
these computations -- to implement the methodology's cost and
profitability formulas.
The software computes a particular metric for each product, called
"profitability per minute," based on the profitability of the
production line divided by the amount of time that product spends in
the SCP.
According to the methodology, you change your product mix to favor
products with the highest profitability per minute, according to
Michael Rothschild, President and CEO of Maxager. "When you look at
the world from a time based measure of profitability, as opposed to
the stagnant snapshots of profit per unit as traditional systems do,
you find that there are many products that have the same unit costs,
but some generate very high levels of profit per minute, and some are
very low."
"You have to understand what you're using Maxager for," explains Rick
Prohammer, a partner with Arthur Andersen LLP who is responsible for
Andersen's alliance with Maxager, and who has been involved in
several Maxager implementations.
"It's the ultimate decision support system to help you figure out how
to load your plant. It implies cooperation of the sales people, to
sell the right things, so that they allow the fixed asset investment
to sell as much product as possible. You have to avoid the situation
where the sales people sell products, and then you have to make the
stuff to fill the orders as well as you can. Maxager is tool to get
them focused."
Motorola's Lombardi puts it differently: "The way we look at it,
Maxager is the tool," he says. "Maxager likes to say that they give
you $2 million or $10 million or whatever in savings, but the reality
is that the tool only gives you information. You have to make the
necessary changes."
Why does this methodology even make sense? Should a company really
make decisions based on "magic" numbers computed by Maxager's software
in a way that few people understand?
And granted that the SCP is an important step, maybe even the most
important step in the production line, but does that really mean that
every other step in the line should be so completely subordinated to
that one? Isn't the reasoning a bit circular? Aren't we making the SCP
into the most important step because we believe it should be the most
important step?
Setco Corp., an Anaheim, Calif., manufacturer of molded plastics, and
a division of McCormick & Co., ran the Maxager software in a pilot
study that lasted six months, and ended in a decision not to continue.
"We found that our manufacturing processes were pretty clean, and the
bottom line was that there wasn't a lot of additional money to be
made," says controller Hal Hendrix.
The Setco factory production lines had characteristics that did not
match the ideal situation for implementation of Maxager software: the
factory did not have clearly defined strategic bottlenecks -- the SCPs
-- and the factory is not running 168 hours per week.
According to Prohammer, there are two major criteria which decide
whether the Maxager technology will be successful in particular plant.
"It works for asset intensive manufacturing operations, something like
a steel mill or a paper plant," he says, "and though it's risky to
make broad generalizations, this is as opposed to a chemical operation
which is a fairly simple mixing together of materials. This won't be
asset intensive, and to add capacity, it's fairly simple just to get
some extra warehouse space."
Prohammer's second criterion has to do with the different types of
products manufactured at the plant.
"It thrives on variability," says Prohammer. "It works if there's a
wide variety of products that flow out of the manufacturing operating.
For example, a company that makes only ten products -- even if it's
asset intensive -- may be a tough fit [for Maxager] since there's not
enough room to maneuver. Once you get to a hundred products or more,
that's where you hit the sweet spot of Maxager."
Implementation
Putting all this together, there are several steps to adopting the
Maxager methodology, and implementing the Maxager software, and all of
them are difficult:
Analyze each of your production lines, and determine the Strategic
Control Point for each of them. If the production line has several
different bottlenecks, choosing the SCP may not always be easy,
according to AMR's Prouty. "It takes a significant amount of analysis
to pick the right one, and a huge risk if you pick the wrong one," he
says. "Also, in some plants, it can appear to shift between two or
three different places, depending on how the company's product mix
shifts."
Install real-time data-collection equipment. This is an important step
by itself regardless of the methodology is used. Many factories do
not capture data, and financial executives have no way to be certain
that product cost estimates are accurate. Maxager's algorithms use all
this data to make its computations.
Use the financial algorithms implemented in the Maxager software to
determine manufacturing cost and "profit per minute" for each product
manufactured. In some cases these figures will be dramatically
different from the figures that are being computed by the company's
existing financial systems. This will raise political issues that will
have to be resolved.
Use the cost and profit calculations of the new methodology to drive
decision making on how the factory should be loaded - - what product
mix should be manufactured -- and therefore what products the sales
people should sell. That's a tall drink of water for any company. No
one's going to jump all of those obstacles without a lot of management
work and support.
This situation is made even more difficult by the price of Maxager's
software: $500,000 for the software license fee for each plant, with
an implementation cost of $100,000 or more, depending on the changes
on the production line the software says is needed. (Some earlier
published articles on Maxager indicate that Maxager is charging 1% of
the factory's revenue for its software. Maxager indicates that this
idea was briefly considered at one time, but has been abandoned.)
This cost may be relatively insignificant for the Motorola plant,
when compared to the 30% increase in revenue obtained for a plant
which generates several hundred million dollars in revenue per year.
But for smaller companies, that's a lot of money.
Recommendations
I spoke to numerous people for this column, always trying to get an
answer to the following question: If this methodology is so great, how
come more companies aren't using it? After several years in business,
why does Maxager have only 14 customers?
The answers that came back were variations of the following: This is
such a radically new way of measuring costs and profit, that it causes
political problems between the CFO's office and the production
managers.
In my numerous discussions with experts from the vendor and analyst
community, and users, I reached my own professional conclusions about
the technical validity of the methodology. I reached these conclusions
based on my own background not only as a journalist but also as a
mathematician (I studied graduate mathematics at MIT for several
years) and as a systems analyst and programmer (which I've been for
several decades). And I reached these conclusions about the overall
methodology and approach, but without having studied the gory,
nitty-gritty details about how Maxager's software performs each
individual computation.
In my professional opinion, the Maxager algorithm should work in cases
that fit the criteria we've described - where there's an expensive
asset which serves as the SCP for the entire production line. Under
these conditions, the Maxager methodology and algorithms should
produce substantially better numbers and better decisions than
traditional standard costing or activities based costing methods, and
should produce the profit improvements that the vendors claim.
While I agree that there are political obstacles to installing this
new methodology, my own belief is that the reason Maxager hasn't taken
off more is because it's too expensive. The entry level licensing and
implementation cost is almost a million dollars, which is a lot for a
largely untested technology for even large companies, and is out of
the question for smaller or mid-market companies which could never
hope to improve profits more than a few hundred thousand dollars per
year.
I'd like to see Maxager come out with smaller $50,000 versions of
their applications, targeted to specific mid-market verticals. A model
for such a system might be SAP's mid- market products. SAP's R/3 costs
large companies several million dollars to implement, but SAP has
products for $50,000 with built-in templates that target specific
vertical mid-market companies. Maxager should look for a way to do the
same sort of thing.
Companies wishing to evaluate this technology can start with a number
of other resources.
The Maxager methodology is based on the Theory of Constraints
developed by Avraham Y. Goldratt. The theory can be checked out at
http://www.goldratt.com, the web site for the Goldratt Institute,
and http://www.rogo.com, the web site on Theory of Constraints
maintained by David Shucavage, the Maxager methodology expert quoted
earlier in this article.
Some of the content on these sites tends to have an evangelistic
flavor, but look particularly for the numerous Theory of Constraints
user stories at http://www.goldratt.com/success.htm, including
Ford, Lucent, and a number of other companies.
Can your company's programmers implement constraint-based algorithms
in your own company's application software? Perhaps, but keep in mind
that Maxager has spent several years developing and implementing its
systems, and has refined the computations well beyond the ability of
someone not full time in the field to duplicate easily. And, as we've
noted, someone else might run into Maxager's software patents.
If you've done your due diligence, and you decide that your company
might indeed see large productivity from Maxager's new mousetrap, then
ask Maxager to set up a pilot or trial run. They've indicated a
willingness to consider that option for promising prospective
customers.
(This is a modified version of an article that originally
appeared on
Dec 20, 2000
on
CFO.com
at
this location.
)
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