People who paddle the streams, lakes, and oceans of the world know they are in better control with a Bending Branches® paddle in their hands. Through continuing product innovation by a management group totally involved in canoeing and kayaking, Bending Branches has risen to number one among manufacturers of wood paddles, and to one of the top three spots in plastics and composites.
There is little still water in the shifting rapids of global business. Meeting the needs of adventurers or recreational paddlers means constant attention to improvement and customer service, or it's upstream all the way. Opportunity recognition and quick response are essential in an industry of bright people and discerning purchase decisions. Implementing new ideas quickly isn't just good business it's must business.
Bending Branches first put Mastercam to work in their former custom hockey stick business. Before software, they replicated the very personal blade curves in hockey sticks for pros and serious amateurs entirely by hand. The company's production staff was tracing stick shapes on graph paper, taking measurements, and then inputting to CNC machines. This was a time consuming way to run what was essentially a custom business that demanded production type efficiencies for profitability. The "better way" began when Bending Branches called in Information Systems administrator Jim Zahler. Jim quickly selected Mastercam for the hockey stick business. "Mastercam fit our needs perfectly", says Jim. "I wanted a well established software supplier with excellent digitizing capabilities. And, it had to be a supplier with a broad and knowledgeable dealer network."
The Mastercam reseller impressed Bending Branches when they arrived at the initial meeting with a 3D Microscribe. It was exactly the machine that Bending Branches would be buying when they launched their new production program.
"I was impressed", says Jim. "I was a software guy, but this adventure into digitizing technology was new to Bending Branches." The demo was a great way for Jim to get the feel of it, and fully understand right up front how easily he could adapt the new system into his current operations.
Craig quickly realized how useful the new process would be in his paddle business. With 500 different types of standard paddles, it became obvious that Mastercam would contribute the kind of flexibility they needed to allow designers to create and get new product refinements to market faster. In addition, experienced kayak-ers and canoeists often requested grip adjustments and varying shaft sizes. Mastercam's full associativity captured the knowledge of previously programmed parts, thus simplifying personalized customization.
Craig and his staff at Bending Branches was really impressed with the cost savings in their paddle business as they put their new software oar in the water. When they stood back, and looked at their overall business, they discovered that they weren't just faster -they were better. They were machining more accurately. They were able to improve the consistency of critical details of paddle curves. "We're in a business where among the most knowledgeable customers, word of mouth opinions can make you or break you," notes Craig. "It's a 'feel' business, and Mastercam helps us get the right feel every single time."
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