{"id":11484,"date":"2023-05-05T07:08:17","date_gmt":"2023-05-05T07:08:17","guid":{"rendered":"https:\/\/vertexcad.com\/bd\/?p=11484"},"modified":"2023-06-30T06:56:38","modified_gmt":"2023-06-30T06:56:38","slug":"dfma-why-manufacturing-is-the-key-to-viability-blog-3-katerra-and-lessons-learned","status":"publish","type":"post","link":"https:\/\/vertexcad.com\/bd\/2023\/05\/05\/dfma-why-manufacturing-is-the-key-to-viability-blog-3-katerra-and-lessons-learned\/","title":{"rendered":"DfMA: Why Manufacturing Is the Key to Viability \u2014 Blog 3: Katerra and Lessons Learned"},"content":{"rendered":"[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;Hero&#8221; _builder_version=&#8221;4.19.5&#8243; background_color=&#8221;#e0aa35&#8243; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_type=&#8221;circular&#8221; background_color_gradient_direction_radial=&#8221;top left&#8221; background_color_gradient_stops=&#8221;rgba(40,40,40,0.77) 0%|rgba(40,40,40,0.81) 100%&#8221; background_color_gradient_overlays_image=&#8221;on&#8221; background_color_gradient_start=&#8221;rgba(40,40,40,0.77)&#8221; background_color_gradient_end=&#8221;rgba(40,40,40,0.81)&#8221; background_image=&#8221;https:\/\/vertexcad.com\/bd\/wp-content\/uploads\/sites\/3\/2023\/05\/041923_Vertex_BlogImage_Website1.jpg&#8221; background_position=&#8221;top_center&#8221; custom_margin=&#8221;-57px||||false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;10vw||10vw||true|false&#8221; background_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;2_3,1_3&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; text_font=&#8221;||||||||&#8221; header_font=&#8221;Rubik|700|||||||&#8221; header_font_size=&#8221;50px&#8221; header_line_height=&#8221;1.1em&#8221; background_layout=&#8221;dark&#8221; max_width=&#8221;800px&#8221; custom_margin=&#8221;||0px|&#8221; custom_padding=&#8221;|||16px&#8221; text_font_size_tablet=&#8221;14px&#8221; text_font_size_last_edited=&#8221;off|desktop&#8221; header_font_size_tablet=&#8221;44px&#8221; header_font_size_phone=&#8221;33px&#8221; header_font_size_last_edited=&#8221;on|desktop&#8221; border_color_all=&#8221;#e09900&#8243; border_width_left=&#8221;10px&#8221; global_colors_info=&#8221;{}&#8221;]\n<h1><strong>DfMA: Why Manufacturing Is the Key to Viability \u2014 Blog 3: Katerra and Lessons Learned<\/strong><\/h1>\n[\/et_pb_text][et_pb_text _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]\n<p>&nbsp;<\/p>\n<p><span style=\"color: #ffffff;\">The rise and fall of Katerra, which burned through more than $2 billion in just six years, is the most discussed story related to DfMA in decades.<\/span><\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text ul_type=&#8221;none&#8221; ul_item_indent=&#8221;3px&#8221; _builder_version=&#8221;4.19.5&#8243; text_font=&#8221;||||||||&#8221; text_font_size=&#8221;16px&#8221; text_line_height=&#8221;1.8em&#8221; ul_font=&#8221;Arimo||||||||&#8221; ul_font_size=&#8221;16px&#8221; ul_line_height=&#8221;2em&#8221; header_font=&#8221;||||||||&#8221; header_font_size=&#8221;23px&#8221; background_layout=&#8221;dark&#8221; custom_margin=&#8221;|||&#8221; custom_margin_last_edited=&#8221;off|desktop&#8221; text_font_size_tablet=&#8221;&#8221; text_font_size_phone=&#8221;16px&#8221; text_font_size_last_edited=&#8221;on|phone&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]\n<ul>\n<li><strong>Blog Post<br \/><\/strong><\/li>\n<li>May 2023<\/li>\n<li><img loading=\"lazy\" class=\"wp-image-7317 alignnone size-full\" src=\"https:\/\/vertexcad.com\/bd\/wp-content\/uploads\/sites\/3\/2020\/10\/Pekka-Moilanen-150x150-1.jpg\" alt=\"\" width=\"115\" height=\"124\" \/><\/li>\n<li>Pekka Moilanen<\/li>\n<li>Marketing Director<\/li>\n<\/ul>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;Project Details&#8221; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;5px||5px||true&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;1_5,3_5,1_5&#8243; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_5&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][\/et_pb_column][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; text_font=&#8221;||||||||&#8221; text_font_size=&#8221;15px&#8221; text_line_height=&#8221;1.8em&#8221; custom_padding=&#8221;|||&#8221; custom_padding_tablet=&#8221;|40px||40px||true&#8221; custom_padding_last_edited=&#8221;off|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]\n<p>Architect Magazine <span><a href=\"https:\/\/www.architectmagazine.com\/technology\/katerras-2-billion-legacy_o\">summed up<\/a><\/span> the moment well, stating that \u201cIts insolvency concludes the most well-funded attempt to redefine the architecture and construction industries through modular design, prefabrication, and supply-chain integration.\u201d<\/p>\n<p>Katerra was the most important startup in the entire off-site and prefabricated construction industry in years, and the company successfully attracted high-profile investors from the tech sector, most notably Softbank.<\/p>\n<p>Perhaps the only thing more surprising than Katerra\u2019s meteoric rise was its rapid decline and collapse, which sent shockwaves through the industry and spurred some observers to <span><a href=\"https:\/\/www.fastcompany.com\/90643381\/this-prefab-builder-raised-more-than-2-billion-why-did-it-crash\">ask<\/a><\/span>, \u201cIf Katerra can\u2019t make it, can any prefab company?\u201d<\/p>\n<p>In this blog, I delve into Katerra\u2019s genesis, what went wrong, and how Katerra\u2019s story fits into the broader trend of DfMA and off-site construction.<\/p>\n<p><strong><\/strong><\/p>\n<h2>An Ambitious Vision<\/h2>\n<p>Katerra was founded to be a comprehensive supplier of prefabricated construction materials, providing every product or assembly needed to construct a building: prefabricated wall panels, plumbing, cabinets, hardware, and more.<\/p>\n<p>It was envisioned to be a huge step forward in terms of ramping up DfMA construction around the world, because an operation of such scale could produce enough manufactured products to disrupt the traditional, site-built construction that is the default approach in most markets.<\/p>\n<p>Rather than sourcing raw materials and site labor from dozens of subcontractors (e.g., lumber yards, cabinet shops, HVAC contractors, roofing contractors, plumbers, and more), projects would be able to source all their materials from Katerra.<\/p>\n<p>The startup set out to provide a turn-key process, including logistics, shipping, and supply chain management.<\/p>\n<p>It was an idea that made sense to many venture capital (VC) investors, architects, and contractors, and Katerra rapidly reached unicorn status and drew headlines with its growth and acquisitions. But even amidst all the buzz and excitement the company generated, there were red flags early on.<\/p>\n<p><strong><\/strong><\/p>\n<h2>A Shaky Foundation, Culture Problems, and Mismanagement<\/h2>\n<p>By most accounts, Katerra\u2019s initial pitch to investors was convincing and impressive, as demonstrated by the startup\u2019s ability to raise incredible amounts of capital.<\/p>\n<p>But early-stage investors seemed to have been unaware of or disregarded a key fact that was <span><a href=\"https:\/\/www.marketplace.org\/shows\/marketplace-tech\/what-the-failure-of-a-construction-startup-tells-us-about-softbank\/#:~:text=Related%20links%3A%20More%20insight%20from%20Amy%20Scott\">later pointed out<\/a><\/span>: The co-founder and CEO had no construction experience. The leadership team\u2019s relative inexperience in construction may have been at least partially responsible for several <span><a href=\"https:\/\/www.building.co.uk\/comment\/innovate-with-care-lessons-to-be-learnt-from-collapse-of-katerra\/5112610.article\">costly mistakes<\/a><\/span> in the company\u2019s early days, including challenges with quality control and meeting deadlines.<\/p>\n<p>It\u2019s also possible that there was a cultural disconnect between the company\u2019s Silicon Valley executives and the organization they were leading. Mathew Aitchison, who leads the Building 4.0 CRC research center in Australia, <span><a href=\"https:\/\/www.fastcompany.com\/90643381\/this-prefab-builder-raised-more-than-2-billion-why-did-it-crash#:~:text=In%20the%20world,go%20it%20alone.%E2%80%9D\">stated<\/a><\/span> that \u201cThe idea that Big Tech or people from technology backgrounds will sweep into construction and disrupt the industry is an appealing fantasy, but must be viewed with a good dose of skepticism. It\u2019s hard to change construction, and tech can\u2019t go it alone.\u201d<\/p>\n<p>Beyond the company\u2019s technical misfires and culture problems, there were also serious accusations related to the company\u2019s management, finances, oversight, and controls. There were allegations of corporate malfeasance, including <span><a href=\"https:\/\/pitchbook.com\/news\/articles\/katerra-shut-down-softbank-construction-tech\">front-loading financial reports<\/a><\/span> to exaggerate revenues, and accusations of <span><a href=\"https:\/\/www.theinformation.com\/articles\/bankrupt-startup-that-blew-2-billion-from-softbank-sues-ex-ceo-board-directors-over-self-dealing\">self-dealing<\/a><\/span> by leadership. The U.S. Securities and Exchange Commission (SEC) ultimately <span><a href=\"https:\/\/www.axios.com\/2021\/06\/08\/katerra-bankruptcy-softbank\">opened<\/a><\/span> an investigation into Katerra.<\/p>\n<p><strong><\/strong><\/p>\n<h2>What Became of Katerra<\/h2>\n<p>Katerra\u2019s collapse was nothing short of a disaster for its employees, investors, partners, creditors, and customers, and a scramble <span><a href=\"https:\/\/www.enr.com\/articles\/51850-as-katerra-reportedly-shuts-down-scramble-ensues-among-team-members-clients\">reportedly ensued<\/a><\/span> when the news of its collapse broke.<\/p>\n<p>In August 2021, Volumetric Building Companies (VBC) purchased a portion of Katerra\u2019s assets, including its manufacturing facilities in California, but the fallout of the company\u2019s collapse has continued into 2023. Katerra, the company\u2019s creditors, and its bankruptcy plan administrator have recently <span><a href=\"https:\/\/therealdeal.com\/texas\/2023\/03\/16\/failed-construction-start-up-katerra-sues-former-cfo-for-1m\/\">filed a lawsuit<\/a><\/span> against Katerra\u2019s former CFO.<\/p>\n<p>Given the scope of the mess left behind by Katerra, it would be easy to write off the entire project as a cautionary tale about the challenges of scaling DfMA.<\/p>\n<p>But that isn\u2019t the whole story \u2014 some good may yet come out of it for the industry.<\/p>\n<p>While painful, valuable lessons were learned by some of the brightest minds in architecture, engineering, and construction (AEC), as Architect Magazine put it, \u201cthe knowledge gained from the hundreds of architects and engineers who saw what did and didn\u2019t work\u201d could be the most important legacy of Katerra.<\/p>\n<p><strong><\/strong><\/p>\n<h2>Lessons Learned and A New Direction<\/h2>\n<p>Katerra <span><a href=\"https:\/\/www.woodworkingnetwork.com\/news\/woodworking-industry-news\/bankrupt-katerra-sells-massive-factories\">stated<\/a><\/span> that their bankruptcy resulted from \u201cthe macroeconomic effects of the COVID-19 pandemic on the construction industry, inability to procure bonding for construction projects following the unexpected insolvency proceedings of Katerra\u2019s former lender, and unsuccessful attempts to secure additional capital and business.\u201d<\/p>\n<p>While the pandemic certainly had a profound effect on the construction industry, I think this statement falls short of telling the entire story \u2014 because Katerra had challenges from the beginning.<\/p>\n<p>In a <span><a href=\"https:\/\/www.constructiondive.com\/news\/volumetric-building-companies-modular-builder-CEO-katerra-failure-spectacular\/610565\/\">2021 interview<\/a><\/span> with Construction Dive, VBC CEO Vaughan Buckley explained what he perceived as Katerra\u2019s downfall and contrasted it with his vision for VBC going forward:<\/p>\n<p>\u201cSo, when we look at Katerra\u2019s model and what they were trying to achieve, I think it was a whole bunch of talented people moving in the right direction, but from a business model perspective, they were really trying to boil the ocean. They were doing everything at once. And they had thousands of employees in a dozen countries. We are very focused on multifamily high density modular construction, and we already do it.\u201d<\/p>\n<p>It appears that VBC\u2019s ongoing projects have the built-in demand that Katerra was never able to generate.<\/p>\n<p>A similar sentiment is <span><a href=\"https:\/\/www.constructiondive.com\/news\/what-does-katerras-demise-mean-for-the-contech-and-modular-industries\/608037\/\">echoed<\/a><\/span> in a 2021 Construction Dive article that pointed out that Katerra\u2019s biggest problem was \u201cconvincing developers and contractors to move away from traditional subcontractors,\u201d which is to say that they could never generate enough demand outside of the traditional construction model.<\/p>\n<p>In contrast, Simon Rawlinson <span><a href=\"https:\/\/www.building.co.uk\/comment\/innovate-with-care-lessons-to-be-learnt-from-collapse-of-katerra\/5112610.article\">pointed out<\/a><\/span> in a 2021 article that \u201cKaterra chose to build its own supply chain at great expense and, in the end, it delivered no competitive advantage.\u201d<\/p>\n<p><strong><\/strong><\/p>\n<h2>Yet the Future is Brighter Than Ever<\/h2>\n<p>According to Construction Dive, funding raised for the construction technology sector <span><a href=\"https:\/\/www.constructiondive.com\/news\/construction-technology-funding-skyrockets-to-record-levels\/607769\/\">exceeded $2 billion<\/a><\/span> in 2021, which included 100% and 150% annual increases in early-stage and late-stage funding, respectively. It would seem that even with the collapse of Katerra factored in, investors and VC firms are still confident about the future of DfMA, construction technologies, and off-site construction in general.<\/p>\n<p>As I see it, the market forces that led to Katerra\u2019s incredible growth are still present and driving innovation and investment. As others have said, Katerra\u2019s collapse had less to do with the market than the company\u2019s flawed execution and questionable approach to scaling its manufacturing operation\u2014it really isn\u2019t a commentary on the future viability of DfMA.<\/p>\n<p>This leaves us with an important question: If we can conclude that Katerra did it the \u201cwrong\u201d way, what is the \u201cright\u201d way to significantly scale DfMA?<\/p>\n<p>I would love to learn about your ideas for DfMA going forward\u2014feel free to share them on <a href=\"https:\/\/www.linkedin.com\/company\/vertex-systems-international\/\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a>.<\/p>\n<p>In my next blog, I\u2019ll share my thoughts about the principles I think would be helpful in addressing the manufacturing challenges that have so far limited the scalability of DfMA.<\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_5&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.19.5&#8243; background_color=&#8221;#f9f9f9&#8243; background_enable_color=&#8221;off&#8221; background_enable_image=&#8221;off&#8221; width=&#8221;100%&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;&#8221; width_last_edited=&#8221;on|desktop&#8221; max_width=&#8221;2560px&#8221; module_alignment=&#8221;center&#8221; global_module=&#8221;3977&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_code _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<ld-slot name=\"footer\" ><\/ld-slot>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;Related Services&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.17.1&#8243; text_font=&#8221;||||||||&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Rubik|700|||||||&#8221; header_2_font_size=&#8221;42px&#8221; header_2_line_height=&#8221;1.2em&#8221; text_orientation=&#8221;center&#8221; module_alignment=&#8221;center&#8221; custom_margin=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221; header_2_font_size_tablet=&#8221;&#8221; header_2_font_size_phone=&#8221;36px&#8221; header_2_font_size_last_edited=&#8221;on|phone&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]\n<h3>Related Stories<\/h3>\n[\/et_pb_text][et_pb_blog fullwidth=&#8221;off&#8221; posts_number=&#8221;3&#8243; include_categories=&#8221;3&#8243; show_author=&#8221;off&#8221; show_date=&#8221;off&#8221; show_categories=&#8221;off&#8221; show_pagination=&#8221;off&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][\/et_pb_blog][et_pb_button button_url=&#8221;\/bd\/blog\/&#8221; button_text=&#8221;View All&#8221; button_alignment=&#8221;center&#8221; _builder_version=&#8221;4.16&#8243; custom_button=&#8221;on&#8221; button_text_color=&#8221;#ffffff&#8221; button_bg_color=&#8221;rgba(12,113,195,0.75)&#8221; button_font=&#8221;||||||||&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"<p>The rise and fall of Katerra, which burned through more than $2 billion in just six years, is the most discussed story related to DfMA in decades.<\/p>\n","protected":false},"author":2,"featured_media":11490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[3],"tags":[5,7,36,35,4,26],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - 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