EZ60 Product Training January 10th 2011
Company Confidential - Haworth Asia Pacific 2010
Contents • • • • • • • • • • • •
Introduction Easy Brand Positioning Market Positioning Product Strategy & Value Proposition Work Topology Features & Benefits Services, Standards & Quality Statement-of-line (SOL) Color Finish / CMF Project Reference Detailed SOL Step-by-Step Specification
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EZ60 (Razor) Introduction • • •
•
Thriving of thin panel system or screen system in open office. Raising of competition in market place and customers shift to budget solutions EZ60 (Razor) is introduced under Easy by Haworth brand to fill up the gap in pricing competitive market The key objectives are to retain budget sensitive customers, to develop Grade B/B+ market and as part of competitors containment strategy specifically for those international players acquired / partnered with local grade B player to offer price competitive solutions.
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Easy Brand Positioning
Easy • • • •
Simple & quick Transactional Few decision makers Narrow application range
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Easy Brand Positioning
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Easy Brand Positioning •
Easy, simple and straight-forward in specifying, installing and experiencing the product performance to support transactional business needs
•
A type of solutions branding under Haworth worldwide. In AP, Easy is to direct head-off with Steelcase-Ultra, Herman Miller-Posh
•
Its Criteria: –
– – –
Simple and quick • Clean aesthetics, intuitive application, simple configuration, quick assembly, delivery, and installation Transactional • Process based, minimal workspace, 5-year product warranty Few decision makers • Very affordable Narrow application range • Basic SOL, limited options, & very minimal specials
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Market Positioning •
Market competition – Commoditization & price competition – Customer migration to Grade-B / local grade – Extension to entry level products (e.g. Steelcase/Ultra, Herman Miller/Posh)
•
Market Position – Transactional & back-office – Target Grade B/B+ market – a new market window
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Grade A (MNC, Intl.)
Growing Segment
Grade B (Red-chips, LLC) Grade C (SME)
Grade A
Market Positioning •
Current market positioning Haworth Bamboo / Bamboo Lite
EZ60(Razor)
Steelcase $550 $3,500
$380 450
$500 $3,500
Ultra
$350 430
Grade B+
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EZ60 Portfolio Strategy •
Haworth Panel Systems Portfolio
Options
Grade A market
Xone
US$1,000
Bamboo Grade B+ market
Bamboo Lite EZ60 (Razor) Price scalability
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US$450
Portfolio Strategy •
Product Strategy: – Defend price sensitive strategic sales – Competitive containment to SC, HMI – Grow B/B+ market
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Customer Segments: – Transactional accounts: MNCs with budgeted back offices, LLC (e.g. SOE/POE) – Budget constraint customer that like Haworth services / experiences
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Value Proposition •
Value-for-money – Enjoying Haworth product branding, service and quality at very affordable price
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Intuitive & Straight-forward – Easy in planning and using to arrive at the desire result to support business growth
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Efficient Workplace Churn – Though the product is brand to be more process based (transitional) focus, the design has given good focus in easy installation that facilitate workplace churn over time. This in turn will result lower total cost of ownership (TCO)
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EZ60 Value Proposition
Intuitive Application Simple, clean, crisp
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EZ60 Value Proposition
Easy planning Environment blending Effective Workplace Churn
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Value Proposition Haworth ‘Simple the Best’ experience – 3 pillars: •
Knowledge Center – Business Resource Center to arrive optimum workplace solutions to the clients – Frontline visualization specification tools, sales and product trainings and CRM (Customer Relationship Management)
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Ideation – Workplace research – Workplace consultancy & study
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Sustainability – As part of Haworth CSR – Positioned as leader in sustainability in the region – Product sustainability certification and credits to support LEED building certification
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Work Topology Generalization of Work Styles: Hierarchical – – –
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Adhocracy – – –
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Low control, low interaction Process/project base focus Assigned workspace, semi-open or flexible privacy
Clan – – –
•
High control, low interaction Process base individual focus Assigned workspace, high privacy
High control, high interaction Typical project base focus Assigned/free-assigned workspace, low to varied privacy
Market – – –
Low control, high interaction Activity based working (ABW) focus Free-assigned workspace, low to varied privacy
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high Interaction
• •
low
low
Market
Clan
Adhocracy
Hierarchical
Control
high
Work Topology •
Typical worksetting:
Bench
Enclosure
Team
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Bay
Cell
Work Topology • • •
See chart for the fit of worksettings to work style Hierarchical work style so as enclusre and cell worksettings) is fading away compared to the past. Market with focus on activity based working is gaining popularity in knowledge economy
Work Style
Typical Worksettings
Hierarchical
Cell, Enclosure
Adhocracy
Bay, Bench
Clan
Team, Bay, Bench
Market
Bench, Bay
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Work Topology •
Example of worksettings:
Enclosure
Cell
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Bay
Features & Benefits
(1) Panel / Screen
(5) Storage
(3) Cable Management
(4) Worktop & Support Structure
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(2) Panel Connector & Junction
Features & Benefits – (1) Panel •
Features: – Dual panel thickness 50(mm)THK & 25THK; power option for 50THK; hung screen for 25THK. – Modular sizes up to 1800W (for 1200H panel); or 1600W for (1600H panel) – Simple, light weight construction with aluminum frame – Wide selection materials: Fabric, metal, translucent (glass/PC), MFC/LPL (Low Pressure Laminate), marker-board, slat wall – Cost effective tack-able desk screen under development (expected launch in Sep 2010)
•
Benefits: – Flexible in planning for optimum aesthetics and cost performance – Easy blend to office environment and support different worksetting – Lasting for repetitive use and quick ROI
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Desk screen
Features & Benefits – (2) Panel Connector & Junction •
Features: – Universal quick-fix panel connectors (at top and bottom side of panel) tightening with only one screw (at the top) – Straight-forward junction connection support L-, T-, X- and Y-way panel configuration
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Benefits: – Quick installation and dismantling to support workplace churn
Panel 25THK
Panel 50THK
Junction Connector
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Features & Benefits – (3) Cable Management •
Features: – Raceway option: Beltline, skirt-line, below worktop and dual raceway. Safe and secured cover open-able with tool for cable routing. Able to vertical route cable within panel with fabric, metal or LPL core. – Capacity: Up to cluster-8 workstation at 4P4D/ws – Electricals & Outlets: Hard, soft-wiring electrical systems – Power feed: Floor, ceiling (through power blade); Others: Cable tray, flip-top
•
Benefits: – Enclosed vertical cable routing provides clean and crisp panel setup – Secured power raceway cover ensure safety to user – Power blade provides a clean mean of power feed from ceiling
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Features & Benefits – Worktops & Support Structure •
Features: – 25THK LPL (melamine/Low Pressure Laminate) tops in rectangle, L-shape, 120-deg shape. Customizable in different size and shape – Available in flip-top option, cable tray and worktop straightener – Panel cantilever, corner and end support bracket; panel attached and freestanding legs in different designs (panel, post, T-, A-, U-, loop)
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Benefits: – Effective desk planning in different work style. Option to leverage 25THK hung screen for light desking setup and complete with flip-top power. – Easy refresh worksetting outlook with different support structure
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Features & Benefits – (5) Storage & Accessory •
Features: – Standard overhead storage unit (OSU) and hanging shelf – Available in MFC and metal pedestals – Standard range of paper organizers
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Benefits: – Optimize worksetting vertical space utilization – Slat wall to take paper organizer and ergonomic work tools such like monitor arm
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Statement-of-line (SOL) •
Panels & Junctions: – – – –
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Worktops: – – –
•
25THK LPL tops Standard: Rectangle, L-shape (90-deg), Y - 120-deg Customizable in different shape
Support Structure: – –
•
50THK & 25THK (mm) panels Option: Power for 50THK; Hung screen for 25THK Finish: Fabric, metal, translucent (glass/PC), MFC/LPL, marker-board, slat wall Junction: L-way, T-way, X-way, Y-way
Legs: Panel, post, T / A / U shape, loop leg Support brackets: Cantilever, corner, end, worktop straightener
Storage & Accessories: – – –
Overhead storage (OSU) & hanging shelf Accessory: Paper organizers, cable tray, monitor arms Standalone Storage: MFC, metal pedestals
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The CMF palette is tested against Haworth Engineering Standards encompassed well recognized relevant standards in the industry.
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Colors: – Basic and neutral environmental blended colors
Materials: – Eco-friendly materials – aluminum, glass, steel, E1 board – Passed Haworth ES (Engineering Standards)
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Finishes: – Consistent finish, matt surface – Tested for high performance, e.g. scratch / abrasion resistance, color fastness, stain resistance etc.
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LPL
•
Fabric
•
Trim
Color Finish / CMF
EZ60 Standards, Services, Quality •
Quality and Certifications – Passed BIFMA – Material MSDS subject to HW Engineering Standards
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Sustainability – Meet LEED IAQ (Internal Air Quality), and LEED points contribution – FSC certified
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Lead Time & Warranty – 4-week ex-factory lead time – 7-year warranty
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Project Reference
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Project Reference
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Benefits and Values
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Detailed SOL - Panel Razor Panel
Segmented panel
50THK Segmented panel
25THK Segmented Panel
Power Panel
50THK Power 50THK Power 50THK Power 50THK Power Panel - Duo Panel Panel Panel - Duo Raceway above top below top Raceway belt below top raceway raceway & skirt
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Detailed SOL - Panel •
Segmented Panels
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Application: –
•
Specification: – –
•
Any segmented panels can be configured together in any height as required, none stack-on panel. Could direct connect to 25 / 50 mm thickness segmented panel or with connection pole. 1800mm width panel only support up to 1250mm height panel 1650mm height only support up to 1600mm width
Dimension: – –
Height (nominal): 1000, 1250, 1450, 1650mm Width (nominal): 600, 700, 750, 800, 900, 1000, 1200, 1500, 1600, 1800mm
50/25THK Panels
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F = fabric P = painted/metal W = marker board A = acrylic H = accessory rail
50/25THK Panels w/ Acc. rail
Detailed SOL – Panel •
Power Panels –
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Cable capacity: –
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Cabling capacity is 20 and able to cater for up to 12 workstations (with 4P4D/ws).
Specification: – –
•
Either single or dual raceway at different height level
1800W panel for only up to 12500H 1650W panel for up to 1600H
Dimension: – –
Height (nominal): 1000, 1250, 1450, 1650mm Width (nominal): 600, 700, 750, 800, 900, 1000, 1200, 1500, 1600, 1800mm
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F = fabric P = painted/metal W = marker board A = acrylic H = accessory rail
Detailed SOL – Panel connection
L-way
X-way
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Y-way
T-way
Detailed SOL - Worktop
Razor worktop is LPL / melamine worktop with pre-matched edge-banding Worktop is with default either 2 support brackets, Desk Hook (L/R hand options) or 120-deg cantilever bracket (L/R hand option) depends on its type
Rectangle worktop
L-shape worktop
120-deg worktop
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Step-by-step Specification •
Build an office in 4 simple steps: Step 1: Set footprint & Select Panels
Step 3: Complete Cabling
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Step 2: Select The Right Connectors
Step 4: Set Interiors
Step-by-step Specification •
Step 1: Set Footprint & Select Panels – – – –
Determine the work cluster footprint size Select right type & size modular panels Select right panel finish Specify power & cabling options
Segment panel Fab/Fab
4 power, 4 Data application for each end user
1550mm
Power panel with raceway above worktop Paint/Fab
Segment panel m Fab/Fab 0m
60
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m 0m 60
Step-by-step Specification •
Step 2: Set the Right Connectors – The type is depended on connection way and the type (thickness) of the panels involved – Select connector of leveled height. Note that connector is completed with top cover cap – Available in either standard trim or anodized color
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Step-by-step Specification •
Step 3: Complete Cabling – Determine power feed point. The best point for floor feed is some where at the middle alone panel spine so that the cable volume could be channeled out to both way in the raceway to ease cable congestion – Ceiling power feed is done via power blade (size 50x200x3000mmL)
3: Power Outlet 2: Power Routing
1: Power Feed
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Step-by-step Specification – Complete power routing – Install power outlet. Test and make sure the electrification is completed – Note: There are 2 cable cut-out at panel side frame for panel height about 1m, and only 1 for panel height 1m and below – Single raceway cabling supports min. 6 workstation cluster for 4P4D per workstation.
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