The case presents a successful collaboration between the Danish company Hannemann Engineering and multiple academic and industrial partners who assisted in developing the prototype and business case for their automatic Computer Numeric Control (CNC) filling machine, the ProFeeder. From spinning off a new company to focus fully on the product to establishing
marketing ties with external partners, the case provides an interesting perspective on how a specialized equipment manufacturer managed to develop a novel solution in a challenging market.
Furthermore, the case is about trying to achieve economies of scale in a market where customization is the norm. The product goes through continuous iterations and has also been adapted to provide customized solutions for clients based on their requirements. The ProFeeder has attracted interest throughout Scandinavia and the company is now looking to establish direct exports throughout Europe.