(PDF) Corporate Motivations for Vertical Integration

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Corporate Motivations for Vertical Integration

A Parametric Assessment of Make vs. Buy Acquisition Approaches for Small Satellite Constellations

Caleb Williams

Space Systems Analyst

caleb.williams@spaceworks.aero | 770.379.8017

Co-authors: Jon Wallace, Bill Doncaster, & Jordan Shulman

Aug 2018

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Introduction to SpaceWorks

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Introduction to SpaceWorks | SEI Group

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Introduction to SpaceWorks | History in NASA Cost/Schedule Community

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Study Overview

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Study Overview | Corporate Motivations for Vertical Integration

▪Over the last 10 years, there has been a substantial shift in space industry attitudes towards

vertical integration, particularly in the small satellite sector

▪Unlike traditional GEO stationary satellite companies, small satellite companies are increasingly

choosing to manufacture, integrate, operate, and manage end user sales entirely in-house

•Examples include Planet, Satellogic, and Capella Space

▪Recently, another shift has been observed: small satellite companies are further integrating

upstream into the development and manufacture of their own satellite components

▪SpaceWorks developed this study as an internal research effort aimed at better understanding

corporate motivations for the observed increase in vertical integration activity in the small

satellite sector

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COMPONENT MANUFACTURER

SYSTEM INTEGRATOR

OPERATOR

Study Overview | Vertical Integration in the Satellite Sector

Traditionally, satellite firms have solely operated spacecraft, but recently

they are additionally taking on manufacturer and integrator roles

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Study Overview | Investigative Approach

▪Three relevant motivations for vertical integration in the small satellite sector were identified

▪For each motivation the market scenario was quantitatively modeled using Galorath’s SEER-H

parametric costing tool to calculate the Average Per Unit Cost (APUC) and Theoretical First Unit

(TFU) cost for two different procurement approaches:

•A “traditional” procurement approach in which the majority of the system is purchased from component

vendors (with the exception of the communications payload and system integration/test)

•A “vertically integrated” procurement approach in which the manufacturer handles the entirety of the

development and manufacture of the satellite and components in-house

▪Two different satellite concepts were considered: a 3U communications CubeSat, and a 300 kg

communications Small Satellite (nominally for IOT and broadband applications)

Average Per Unit Cost (APUC) equals the sum of Research, Development,

Testing, & Evaluation and Production cost divided by total operational units

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Study Overview | Cases Considered

Motivations for Vertical Integration in the Small Satellite Sector

Baseline

Case

The baseline case

considers the impact of

overall constellation size on

corporate decisions to

vertically integrate. It uses

nominal market

assumptions to evaluate

whether constellation size

alone is enough to motivate

a satellite company to

vertically integrate. It also

serves as the basis for

additional case studies.

Case #1:

Market Power

Case study #1 examines

how market power may

influence the decision for

satellite companies to

vertically integrate.

Specifically, it takes into

account supplier/buyer

dynamics in each market

segment to evaluate

whether smart vendor

relations and negotiations

could change the decision

to vertically integrate.

Case #2:

Quality Control

Case study #2 looks into

how a desire for increased

quality control could lead a

firm to vertically integrate.

Unreliable components are

a common occurrence in

the small satellite industry,

and this case specifically

examines how different

reliability rates can motivate

satellite companies to

vertically integrate.

Case #3:

Vendor Disruptions

Case study #3 evaluates

how vendor disruptions can

increase transaction costs

and considers whether

vertical integration is a

viable alternative for

protecting a company’s

supply chain. It specifically

examines a scenario where

a vendor disruption for

CD&H and Power

subsystems occurs and

whether this could motivate

a firm to vertically integrate.

Market-Realistic

Case

The final case considers

each of the individual cases

in conjunction, applying the

lens of SpaceWorks’ market

expertise to model the most

realistic market scenario. It

specifically considers the

market differences between

the Cube Satellite and

Small Satellite segments

and applies them to

examine why firms in each

segment are vertically

integrating.

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Study Overview | Methodology

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Study Overview | Baseline Assumptions

All Cases Assumption 3U Cube Satellite 300 kg Satellite

Prototype Effort Low High

Learning Curve 85% Various (83% - 93%)1

Project Complexity Low Medium

Development Standard Commercial Commercial

Production Experience Medium High

Production Environment Medium Medium

Hardware Heritage Varying (COTS2–Make) Varying (COTS2–Make)

Prior Production Units Various (1 –1000) Various (1 –1000)

Market Power 50/50 50/50

Reliability 90% 97%

Vendor Disruptions None None

1 Learning Curve rates determined using Price Unit Learning Curve Framework

2COTS = Commercial off the Shelf

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Baseline Results

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$100k

$150k

$200k

$250k

$300k

$350k

$400k

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional Vertically Integrated

At more than 87

operational units

, vertical

integration is more

attractive in this segment,

but at the cost of more

upfront capital.

Constellation size alone

may

explain motivations

for vertical integration

in

this segment, as many

operators are targeting

fleets of 100+ satellites.

Baseline Results | 3U Cube Satellite

$10.6M

TFU

$1.6M

TFU

Vertically Integrated Baseline Traditional Baseline

(88, $195k)

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$5M

$7M

$8M

$10M

$11M

$13M

$14M

$16M

$17M

$19M

$20M

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional Vertically Integrated

Baseline Results | 300 kg Small Satellite

TFU cost of the vertically

integrated approach in this

segment is 2x traditional

TFU (vs. 10x for the 3U

satellite), leading to a

lower breakeven point.

The vertically integrated

APUC curve is more

gradual in this segment

due to lower learning

improvements vs. the

CubeSat segment.

$239M

TFU

$114M

TFU

Vertically Integrated Baseline Traditional Baseline

(39, $11.3M)

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Case #1: Market Power

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▪A major motivation for vertical integration across all

sectors is to increase market power

▪SpaceWorks calculated the savings due to learning

effects and varied the supplier/buyer share of the

surplus to simulate the impact of market power

•Surplus equals the value of the learning effect savings

•Surplus is split evenly, in favor of the buyer, or in favor of

the or seller

▪Within the CubeSat segment, a large number of both

buyers and sellers has led to the ideal no one

dominates scenario (50/50 surplus split)

▪Within the 300 kg segment, relatively few buyers

combined with an influx of traditional GEO satellite

component suppliers have led to buyers dominating

(75/25 surplus split)

Case #1: Market Power | Framework & Methodology

Many

Few

One

One Few Many

High

Trading

Risk

Buyers

Dominate

Sellers

Dominate

No One

Dominates

Source: McKinsey & Company

Number of Buyers

Number of Sellers

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$100k

$150k

$200k

$250k

$300k

$350k

$400k

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional (25/75 Split) Traditional Baseline Vertically Integrated Baseline Traditional (75/25 Split)

Case #1: Market Power | 3U Cube Satellite

Market power has a

substantial impact on

constellation breakeven

and could be a compelling

reason to pursue vertical

integration.

Within the CubeSat

market, we currently have

a relatively balanced

distribution of buyers

and sellers, leading to

neither side dominating.

If there is a

shift in either

the number of buyers or

sellers (and thus market

power) in the future, this

could impact decisions to

vertically integrate.

$10.6M

TFU

$1.6M

TFU

Vertically Integrated Baseline Traditional Baseline

Traditional (25/75 Surplus Split) Traditional (75/25 Surplus Split)

(88, $195k)

(166, $134k)

(60, $252k)

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$5M

$7M

$8M

$10M

$11M

$13M

$14M

$16M

$17M

$19M

$20M

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional (25/75 Split) Traditional Baseline Vertically Integrated Baseline Traditional (75/25 Split)

Case #1: Market Power | 300 kg Small Satellite

In current market

conditions, companies will

find it easy to squeeze

suppliers

in this segment,

making vertical integration

less compelling.

Given the favorable market

conditions for buyers,

constellations up to 76

satellites are likely better

off using traditional

procurement approaches.

Companies must consider

expected market power

in the future, as well as

current trends to avoid a

mistaken decision to

vertically integrate.

$239M

TFU

$114M

TFU

Vertically Integrated Baseline Traditional Baseline

Traditional (25/75 Surplus Split) Traditional (75/25 Surplus Split)

(39, $11.3M)

(27, $14.7M)

(76, $8.2M)

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Case #2: Quality Control

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Case #2: Quality Control | Framework & Methodology

▪Improved quality control can also be a powerful

motivation for vertical integration, particularly in the

CubeSat segment, where many components are still

in their infancy

▪SpaceWorks calculated the total number of satellites

necessary for production to achieve a certain number

of operational satellites to simulate the cost impact of

different reliability rates

•I.e., given a 90% reliability, to have 100 operational

satellites, 110 satellites would need to be produced vs. given

a 97% reliability, 103 satellites would need to be produced

▪Within the CubeSat segment, the baseline nominally

assumed a 90% reliability rate, but empirical evidence

suggests this may be closer to 70%

▪Within the 300 kg segment, more reliable components

and additional prototyping lead to increased reliability

–nominally 97% for the baseline

Quicker

Design

Iterations

Increased

Production

Oversight

Streamlined

Component

Design

Vertically Integrated

Quality Control Benefits

Source: SpaceWorks Commercial

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$100k

$150k

$200k

$250k

$300k

$350k

$400k

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional (70% Reliability) Traditional Baseline Vertically Integrated Baseline Traditional (97% Reliability)

Case #2: Quality Control | 3U Cube Satellite

Moving from a low

reliability rate can be a

compelling reason to

integrate, but firms must

be able improve that

reliability in-house.

If satellites already have a

high reliability rate,

integrating to improve

incrementally is not

nearly as advantageous.

This particular analysis

does not consider the

potentially lost revenue

due to quality issue, which

could be substantial.

$10.6M

TFU

$1.6M

TFU

Vertically Integrated Baseline Traditional Baseline

Traditional (70% Reliability) Traditional (97% Reliability)

(88, $195k)

(67, $234k)

(99, $181k)

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$5M

$7M

$8M

$10M

$11M

$13M

$14M

$16M

$17M

$19M

$20M

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional (90% Reliability) Traditional Baseline Vertically Integrated Baseline Traditional (99% Reliability)

Case #2: Quality Control | 300 kg Small Satellite

Quality control in this

segment is not as

compelling of a motivation

for integration, as the

status-quo reliability is

already quite high.

Marginal improvements

in reliability yield

minimal change in

the constellation size

breakeven point.

Using new suppliers

and/or components may

result in lower TFU costs

,

but can also result in

lower reliability and a

different breakeven point.

$239M

TFU

$114M

TFU

Vertically Integrated Baseline Traditional Baseline

Traditional (90% Reliability) Traditional (99% Reliability)

(39, $11.3M)

(35, $12.6M)

(42, $11.1M)

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Case #3: Vendor Disruptions

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▪High transaction costs can result in a powerful

motivator for vertical integration

▪Typically satellite companies make a small number of

transactions for a large number of highly specialized

assets (resulting in low transaction costs)

•The baseline case reflects this with zero vendor disruptions

▪Increased transaction costs would occur if, for

example, a supplier stopped selling a component,

and an additional vendor needed to be secured

▪SpaceWorks considered a supplier disruption for high

value subsystems (CD&H and Power) after the 16th

unit, forcing the manufacturer to find a new vendor

•New subsystem development cost as well as a fractional

system development cost were factored in to account for

the higher transaction cost

Often

Seldom

Low High

Standardized

transactions (e.g.,

groceries)

Vertical integration

(e.g., bauxite,

specialized auto

components)

Detailed standardized

contracts (e.g., office

lease, credit sales

arrangements)

Detailed, probably

unique contract (e.g.,

major public

construction projects)

Asset Specificity, Durability, and Intensity

Transaction Frequency

Case #3: Vendor Disruptions | Framework & Methodology

Source: McKinsey & Company

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$100k

$150k

$200k

$250k

$300k

$350k

$400k

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional Baseline Vertically Integrated Baseline Power Supplier Disruption

CD&H Supplier Disruption Power & CD&H Supplier Disruption

Case #3: Vendor Disruptions | 3U Cube Satellite

Vendor disruptions have

minimal impact on

constellation breakeven

points, as their cost is

amortized across

satellites very quickly.

Concerns regarding

vendor

disruptions may be

overstated, leading to a

mistaken motivation for

vertical integration.

This analysis does not

consider if the

manufacturer brings the

component development

in-house, which could be

more costly.

$10.6M

TFU

$1.6M

TFU

Vertically Integrated Baseline Traditional Baseline

Power Supplier Disruption CD&H Supplier Disruption Power + CD&H Supplier Disruption

(88, $195k)

(86, $198k)

(87, $197kk)

(85, $200kk)

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$5M

$7M

$8M

$10M

$11M

$13M

$14M

$16M

$17M

$19M

$20M

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Vertically Integrated Baseline Power Supplier Disruption Traditional Baseline

CD&H Supplier Disruption Power & CD&H Supplier Disruption

Case #3: Vendor Disruptions | 300 kg Small Satellite

The impact of vendor

disruptions in this segment

is more substantial due

to more expensive

components, but it is still

overcome quickly.

The additional complexity

of components in this

segment may require

greater satellite

redesign, but

this was not

considered.

If additional subsystem

vendor disruptions

were to occur, there would

be more substantial

motivation for vertical

integration in this segment.

$239M

TFU

$114M

TFU

Vertically Integrated Baseline Traditional Baseline

Power Supplier Disruption CD&H Supplier Disruption Power + CD&H Supplier Disruption

(39, $11.3M)

(38, $11.8M)

(33, $12.8M)

(32, $13.1M)

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Integrating Market Expertise

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Final Results | Integrating Market Expertise

▪SpaceWorks has built significant insight into current market conditions and trends through

various forecasting and strategic analysis engagements with government and commercial clients

▪While each previous case considers various sensitivities to market conditions, they are evaluated

independent of one another

▪Integrating and evaluating the different sensitivities together based on current market trends gives

a glimpse into a “market-realistic” model for evaluating vertical integration decisions for small

satellite constellations

The final case considers only those conditions that are currently

observed in the market place for each segment

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$100k

$150k

$200k

$250k

$300k

$350k

$400k

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional (70% Reliability) Traditional Baseline Vertically Integrated Baseline

Final Results | 3U Cube Satellite

At 67 satellites

a vertically

integrated approach is

more cost-effective than

traditional manufacturing

for Cube Satellites.

In contrast

to the baseline,

the market-realistic 3U

model uses a 70%

reliability rate,

significantly lowering the

breakeven point.

The high TFU costs

associated with the

vertically integrated

approach provide insight

into why firms are not

adopting this approach.

$10.6M

TFU

$1.6M

TFU

(88, $195k)

(67, $234k)

Vertically Integrated (Realistic) Traditional (Realistic) Traditional (Initial Baseline)

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$5M

$7M

$8M

$10M

$11M

$13M

$14M

$16M

$17M

$19M

$20M

16 32 64 128 256

Average Per Unit Cost

Number of Operational Satellites

Traditional Baseline Vertically Integrated Baseline Traditional (75/25 Split)

Final Results | 300 kg Small Satellite

At 76 satellites, a

vertically integrated

approach becomes more

attractive than traditional

manufacturing approaches

in the 300 kg segment.

The constellation size

breakeven shifts

outward when considering

the current market

environment favoring

buyers in this segment.

Even in much larger

constellation sizes, the

benefits of vertical

integration are not as

drastic in this segment

as in the 3U segment.

$239M

TFU

$114M

TFU

Vertically Integrated (Realistic) Traditional (Realistic)

(39, $11.3M)

Vertically Integrated (Realistic) Traditional (Realistic) Traditional (Initial Baseline)

(76, $8.2M)

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Insights & Takeaways

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Insights & Takeaways | Conclusions

▪This analysis provides insight into real-world motivations for when and when not to vertically integrate

▪Applying market expertise has a dramatic impact on constellation-size breakeven points and helps to

illustrate why a venture such as IridiumNEXT (75 satellites) chose a traditional procurement

approach, while a venture like Spire (150+ satellites) is leveraging a vertically integrated approach

▪Of the cases considered, market power is the most compelling motivation for vertical integration

•Within the Cube Satellite segment, market power is currently well balanced, thanks to a relatively large number of

both buyers and sellers, providing little insight into why manufacturers are integrating

•Within the Small Satellite segment, market power is in currently heavily favor of the buyers, which demonstrate why

companies in this segment have been slower to adopt vertical integration strategies

▪Improved quality control, while often cited as a motivation for vertical integration, is compelling only when

large advancements in reliability can be achieved with a vertically integrated approach

▪Vendor disruptions are not a compelling reason for vertical integration as their cost is absorbed easily

by large-batch production runs

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Insights & Takeaways | Final Thoughts

▪Constellation size itself is likely the strongest motivator for vertical integration

•Results indicate that manufacturers considering constellations greater than around 70 satellites in either

segment should be considering a vertically integrated approach

▪Despite the results presented here that indicate many of constellations currently in development

would benefit from vertical integration, such a strategy should be approached with caution

▪Vertical integration is a costly and near irreversible strategy with significant associated risks

•The upfront investment costs (shown here as TFU costs) required for a vertically integrated approach offer

insight into why companies may not be pursuing this approach even given its advantages

▪The decision to vertically integrate should be made holistically, considering market expectations

in the future (not just current trends), and a variety of financial and organizational factors

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Insights & Takeaways | Future Research

▪Specific areas of future research identified by SpaceWorks include:

•Consideration of additional satellite mass-classes and satellite application types

•Consideration of additional types of vendor disruptions

•Integration of more precise learning curve analysis for Cube Satellite components

•Integration of revenue estimates and financial modeling (Net Present Value, Internal Rate of Return)

•Evaluation of vertical integration decisions at the component-level

•Evaluation of operator to manufacturer vertical integration

•Evaluation of quasi-integration strategies (Joint Partnerships, Partial Vertical Integration)

• … and many others

The current effort establishes a valuable baseline for understanding

motivations for vertical integration and opens many other lines of inquiry

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Corporate Motivations for Vertical Integration

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