 Watlow recently introduced Single Iteration, its new engineering services division. This new group works with clients to rapidly solve problems relating to the performance of thermal systems.
Ray Derler, managing director for Single Iteration, answered the following questions regarding the new division.
What is Single Iteration?
Single Iteration is the new engineering services division of Watlow. In our group, we have program managers who act as project managers and work with the client from the beginning of the project until the end. We also have scientists and engineers with diverse backgrounds and experience in areas such as heat transfer theory and application. The program managers and scientists team together and work with the client to develop a custom solution to the thermal problem. Our group utilizes computational engineering techniques to model and simulate designs so that everyone is confident that the system performs prior to prototype and production.
Why was Single Iteration formed? Was there a need in the market?
The competitive nature of today's business world is forcing all manufacturers to tighten their operations. The old adage of 'doing what you do best' is now reinforced by 'do it with less.' As companies trim the number of suppliers, 'doing what you do best' means that industries need expert partners to assist them in their drive to improve their products.
Single Iteration is a commitment to our clients that Watlow is their total thermal systems supplier - a supplier with a broad range of products to fulfill their component needs and provide the expert resources to assist with overall system design objectives.
 Why is Single Iteration a division of Watlow instead of one of Watlow's product lines? What is the significance to creating a separate group that has its own identity - i.e. logo, web site, etc.?
Setting up Single Iteration as a division of Watlow is recognition that supplying a 'service' is different than supplying components. A service offering is more intangible and necessitates internal and external processes that are different from that of a product-centric business.
The autonomous nature of Single Iteration helps us communicate to the market the unique nature of our service. We provide an unbiased source of thermal expertise and are able to draw on a wide field of available technologies to solve client's thermal problems with the best technology available - regardless of the manufacturer. We are supported by Watlow and will recommend Watlow when a Watlow solution is the best fit. But when we have a situation when a Watlow solution is not the best fit, we will recommend the best possible option.
We believe that this position is best communicated through our name, which implies independence and high performance.
 Does the world's economic condition create opportunities or barriers for an engineering services group?
The economic difficulties have affected virtually all industries resulting in much leaner engineering staffs. However, companies seem to
be open to outsourcing some engineering work. In high velocity markets such as microelectronics, life and medical sciences, where the pace of product development is critical to success, companies will focus on what they do best and in so doing, are willing to hire subject matter experts to assist them in getting their products designed and to market quickly. Conversely, industries that can afford to move more slowly, will - using their internal resources to find the solution and be somewhat indifferent to the time penalty.
We all know that global competition requires all companies to create better products faster than the competition. How can working with Single Iteration help companies do this?
In a typical buy/sell relationship for the component business, the customer has determined both the product solution and specifications to achieve the performance objectives of the system. This process usually focuses on a single heating technology and typically results in a prototyping try and retry process until the system is operating as required. In cases where the heating problem is particularly demanding, the solution is not intuitive, or there are system level issues to be resolved, this approach doesn't deliver. If an iterative approach is used in this situation, time, money and patience can become exhausted with the result being either abandonment of the product path or acceptance of a somewhat compromised performance.
When Single Iteration works with a client, a more holistic approach is considered - taking a higher level view of the problem in an effort to establish how the performance of the component is driven by the features of the system.
Computer Aided Engineering (CAE) tools are used to make this iterative process a virtual one rather than the more time consuming aspects of developing multiple prototypes. Once a design is derived, then the path from prototype to final product can be done relatively quickly.
In reality, what we provide is a gateway for clients to access the depth and experience of Watlow's thermal engineering experience. Clients are really buying expertise and we're delivering peace of mind.
How does Single Iteration work with its clients? What can a potential client expect after the initial call?
Single Iteration's process is to be an extension of the client's development team. All our processes from initial data gathering, to decision points made during development and even to the structuring of payment terms in our contracts, are done with the client fully engaged and in agreement with the path taken.
Following an initial call, we follow-up by asking our potential clients to complete an "Application Profile" form. This is just a communication vehicle used to gather as much information regarding the application as possible, including what solutions
they have already considered and discounted. With this information, as well as the input from our sales agents, we will prepare ourselves for a preliminary discussion with the client. If it looks like we can help, and the client feels comfortable with our abilities, we will prepare a preliminary proposal that provides a budget and schedule.
Do your clients ever feel that Single Iteration is a threat to their jobs?
While I think there may be some concerns in this regard, we go to great lengths to assure everyone involved that we are their partner to help them succeed and that we cannot be successful without their own subject-matter expertise. Once it becomes apparent that we are there
for their benefit, the competitive vibes diminish.
Explain Single Iteration's phased approach to program management and why it is so important.
We use a multi-phased approach to development programs to ensure that pursuit of a solution to the client's objectives is done in a logical and controlled manner. This process is well known in engineering development circles and mimics the 'Stage-Gate' program being implemented throughout Watlow product groups. As with Stage-Gate, the process ensures that the development program is fulfilling it's objectives at each phase (or stage) and that the deliverables are forthcoming and of high quality. Single Iteration's phased approach provides the client with the ability to direct the subsequent steps; go forward, change direction, change scope or cancel the program. It sets expectations of all parties and facilitates communication.
 What kind of services do you perform for a client?
You can see from our web site (www.singleiteration.com) that we perform a variety of services for clients.
At a practical level we perform:
- Concept generation and design of new thermal solutions
- Thermal systems modeling and simulation (CAE) to reduce design cycle times
- System and component design for temperature uniformity and dynamic response
- Rapid prototype development and manufacturing qualifications to assure product performance
In reality, what we provide is a gateway for clients to access the depth and experience of Watlow's thermal engineering experience. Clients are really buying expertise and we're delivering peace of mind.
Fundamentally, our work generally breaks down into one of three activities. Providing an unbiased third party perspective as a peer review of a client's in-house design; making design modifications to existing products in order to meet performance requirements and lastly, but more commonly, is the development of a complete thermal sub-system from the ground up. This means that we develop multiple design concepts, evaluate them based on a cost-benefit-schedule basis, and lastly, design and prototype the product solution.
How much does working with Single Iteration cost?
We're really a time and materials operation, which means that our fees are
based upon an estimation of the number of labor hours that we will use to complete the assignment. Projects range from just a few thousand dollars for a
simple thermal simulation to greater than one hundred thousand dollars for a complex system with demanding thermal performance requirements.
What is the best way to contact Single Iteration?
Our toll-free number, 1-866-449-6846, is the fastest way to make contact - from there, we'll take care of all of the logistics.
Click here for more information.
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