COMPANY ANALYSIS

AA 3D PRINTING & ENGINEERING

TECHNOLOGY ENTREPREUNEURSHIP (ENT600) : CASE STUDY

FACULTY & PROGRAMME : FACULTY OF ELECTRICAL ENGINEERING

PROJECT TITLE : CASE STUDY ON AA 3D PRINTING & ENGINEERING

LECTURER : ASSOC. PROF. DR. ROHANA NGAH

GROUP : EE2428C (GROUP 3)

NO. NAME STUDENT ID

1 MUHAMMAD AMIRRUL ASYRAF BIN KHAIRUDDIN 2018206644
2 MOHAMAD KHAIRUL AZMI BIN KHARUDDIN ANUAR 2018639072
3 MUHAMMAD DANIAL BIN KAMARUZAMAN 2018674394
4 MUHAMMAD AFIQ BIN KAMIL ARIF 2018693916
5 MUHAMMAD AZAMUDDIN BIN ZAMRI 2018638632
ACKNOWLEDGEMENT

Alhamdulillah praises and thanks to Allah because His Almighty and His Utmost blessings, within
the period given, I was able to finish this case study. I also grateful to Him for giving me the
strength, encouragement, and patience to complete this case study successfully.

I would like to take this opportunity to express my appreciation and sincere gratitude during this
process to Associate Professor Dr. Rohana Ngah, my helpful lecturer in Technology
Entrepreneurship (ENT600) subject for giving me opportunity to embark on this project. Thank
you for all the supportive feedback and detailed discussion that have allowed to finish this job.
Studying under her guidance was a great pleasure and honors. I am extremely grateful for what
she given to me. I will not be able to complete this case study without her guidance.

I am sincerely grateful to my family for their continuous financial and moral guidance. I also want
to express my special gratitude to my peers for their encouragement and sincere support during
this case study.

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 TABLE OF CONTENTS

TITLE PAGE i

AKNOWLEDGEMENT ii

TABLE OF CONTENT iii

LIST OF FIGURES iv

LIST OF TABLES v

EXECUTIVE SUMMARY vi

1. INTRODUCTION

1.1 Background of The Study 6

1.2 Purpose of The Study 7
1.3 Problem Statement 7

2. COMPANY INFORMATION

2.1 Company Background 8

2.2 Organizational Structure 9
2.3 Products/Services 10
2.4 Technology 10
2.5 Business, marketing, operational strategy 11
2.6 Financial achievements (if any)
2.6.1 Financial 12
2.6.2 Achievement 12

3. COMPANY ANALYSIS

3.1 SWOT analysis

3.1.1 Strength 12
3.1.2 Weakness 13
3.1.3 Opportunities 13
3.1.4 Threats 14

4. FINDINGS AND DISCUSSION 15

5. CONCLUSION 17

6. RECOMMENDATION AND IMPROVEMENT 17

7. REFERENCES 18

8. APPENDICES 19

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LIST OF FIGURES

Figure 1: Company logo 8

Figure 2: Distance of company to UiTM Shah Alam. 19

Figure 3: Distance of company to the nearest competitor. 19

Figure 4: Final product 20

Figure 5: Certificate of achievement 20

Figure 6: 3D printing training 21

LIST OF TABLES

Table 1.0: Technologies used 10

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EXECUTIVE SUMMARY

AA 3D Printing & Engineering is a company is a company provides 3D printing services. 3D

printing is the technology converting 3D drawings from the file form into a physical product or
object. It has gained exponential popularity ever since being published to the public. This
technology is important because it consumes less raw materials than conventional processing
and printing, saves more time and creates a more complex product.

This company located in Shah Alam, Selangor. With two years of 3D printing industry experience,
the company was selected to be investigated in this case study. The purpose of this study is to
analyze some aspects of the company such as strengths, weakness, opportunities, and threats.
In addition, to determine recommended alternative some solutions for the major problems that is
faced by the company. These alternatives can be practiced and implemented by owner for the
purpose of business progress and help company exploits the market.

It is safe to assume after the SWOT analysis is completed that the business is at an advantage
as they are the developer in Shah Alam for 3D printing, and their position is very strategic as they
are close to UiTM Shah Alam. However, they still have fundamental problems that need to be
resolved. The company’s efficiency is constrained due to the limited workplace and lack of
workers. It takes a wide and large space for a high rate of output and a lot of workers for a
smoother workflow to do 3D printing and design services. The organization also needs to upgrade
its office and hire more staff.

There are almost no bugs in the technologies being used in the business. However, improvements
can still be made to enhance the usability of the 3D printer. It was discovered that because it has
only one nozzle to pour down the melted filament, the printer can only print designs with one color.
However, this can be enhanced by adding more nozzles to the printer to print multi-colored
designs.

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1.0 INTRODUCTION

1.1 Background of The Study

ENT 600 is a topic of entrepreneurship that the entire student in UiTM needs to take regardless
of their courses. This course is entitled to expose the new or current industry towards the students.
This subject will teach and learner how to start and run their own company if they want to start
their own business. In this advanced age, it is crucial for learners to develop knowledge and skills.
The case study is offered to students who want to open a company as an early training or
mentality.

In this case study, we need to examine the strengths and weakness of AA 3D Printing &
Engineering and mainly discusses the problems and solutions to them. 3-Dimensional (3D)
printing is a method of making a three-dimensional solid object by laying down several successive
thin layers of a raw material (filament) from a digital file containing the desired design. It also
known as additive manufacturing (AM). It is the opposite of subtractive manufacturing process,
where to get the desired design by cut out excess material away from a larger piece or block. AM
builds the final product, layer by layer, starting from digital slicing of CAD, 3D scan, or tomography
data (Ligon, Liska, Stampfl, Gurr, & Mülhaupt, 2017). 3D printing is suitable for the demand of
build or creating personalized and complex object, making it suitable for rapid prototyping. For
more than three decades, engineers and designers have been using 3D printers, but only recently
has this technology made its way into the public eye.

According to a report by Grand View Research in 2020, the market size value for global 3D
printing was USD 11.58 billion in 2019 and is projected to grow by a CAGR of over 14% from
2020 to 2027. The spike popularity spike is due to an improvement in accessibility made possible
by a variety of factors. While 3D printing was only suitable in its early stages for rapid prototyping
and small-scale production, the development and adoption of 3D printing technology is currently
growing rapidly and needs to be understood, particularly by those in the manufacturing industry,
as it can be a prominent production tool.

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1.2 Purpose of The Study

The purpose of this study is to use the case study method to introduce student to real business
in the current industry. For this task, there are no restrictions or rules for which company be
chosen. Which means, students may choose those who run a company from any perspective
such as beautician, advertising company, food truck owner or others. From the SWOT analysis,
it helps to determine if the implementation of the solution is suitable to exploit the market. In
addition, we can learn how to manage and operate a sustainable company while handling the
issues and challenges faced during the case study.

Besides that, while doing case study, it will also help us gain a deeper understanding of
sustainable business technology entrepreneurship and how it can be implemented in the current
industry. To achieve this purpose, AA 3D Printing & Engineering is chosen to be the targeted
company for the case study. This company is chosen because of their huge achievement in
information technological entrepreneurship between the company background with the project
background of this study.

The objectives of this case study are:

• Identifying how the concept of problem solving can be initiated and strengthened.
• Identifying how to start, sustain and manage a technological business effectively.
• To identify how to use a suitable and relevant technology to make a great product.
• Identifying the financial costs associated with the problem-solving process.

1.3 Problem Statement

While traditional methods of production can still produce 3D objects, they often have so many
constraints. Traditional manufacturing increases the material loss during the production object
production to the subtractive manufacturing process used. In traditional manufacturing, it is
difficult to create 3D objects with complex geometric shapes and interlocking components that do
not require assembly. By using the traditional method, it often takes a longer time and greater
effort to create objects with precision. Therefore, we need a technology that can decrease the
time and effort to manufacture 3D objects and reduce the limitations of traditional methods of
production while saving production costs and the use of sources or raw materials.

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2.0 COMPANY INFORMATON

2.1 Company Background

Figure 1: Company logo

Company’s Name AA 3D Printing & Engineering

E-25-1 Level 1, Jalan Serai Wangi M 16/M Alam Avenue 2,
Address
Seksyen 16, 40200 Shah Alam, Selangor.
Company Registration
SA0520402-T
No.
Provide services of 3D Printing, 3D Designing, 3D Scanning, 3D
Business Action
Printer Repair, Prototyping and Reverse Engineering.
Company’s Owner Mohammad Azzeb bin Mazlan
Business HP Number 013-6490407
Business Email [email protected]
Date of Starting
Started to offer the services as home-based in 2018
Business
Monday – Friday (9 am to 6 pm)
Operation Hours Saturday (9 am to 12 pm)
Sunday closed
Number of Workers 2 workers
• Instagram: aa3dp
https://www.instagram.com/aa3dp/
Detail About Business
• Facebook: AA 3D Printing & Engineering
https://www.facebook.com/aa3dp/about/?ref=page_internal

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AA 3D Printing & Engineering (AA 3DP) was first founded as a studio-based company in Suria
Jaya, Shah Alam, before moving to Seksyen 16, Shah Alam, as an office-based company in 2019.
The owner started to offer the services as home-based in 2018. The company specializes in 3D
printing technology and aims to be one of Malaysia’s largest suppliers of 3D printers, bringing in
well-known brands like “Ultimaker”, “Creality”, “MakePI” and “Raise3D”. The firm also strives to
be an engineering business that specialize in the product development and Industrial 4.0. In
addition, AA 3D Printing & Engineering has collaborated with several prestigious companies from
across Malaysia and other countries such as China to share experience, skill, and technology.
The organization aims to make Malaysia not only one of the leading countries in 3D printing or
additive manufacturing, but also in other fields of the Industrial Revolution 4.0.

2.2 organizational structure

Manager/Owner
Mohammad Azzeb
b.Mazlan

Service Assistant
Aida

This is the latest organization chart prepared by the company’s owner, as only the owner and his
wife run it. It revealed that the owner was the only top management with all the responsibility for
the level of management. The owner had to do all the top management starting from purchasing
some equipment before all expenditures and salaries were charged.

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2.3 product/service

The company does not manufacture its own products but offers facilities for 3D printing such as
3D design and modelling, 3D scanning and 3D printing and post-processing services (removing
support material, smoothing the surface with sanding or chemicals for a better finish). In addition,
the company supplies 3D printer installation and maintenance services. The company also
recognize any reverse engineering project and customer specifications. The company also
provides 3D printers for those interested in purchase, whether for business or personal use. The
company will assist with installation and teach the printer a little bit about how to use it. It offers
educational sessions for clients interested in 3D printing technology and allows them to learn
more about 3D printing.

2.4 Technology

There are four technologies which are used at the AA 3D Printing & Engineering. The company
owns 10 FDM machines, 1 DLP machine and 1 machine. In 3D printing services, FDM and DLP
technologies are used and LC technology for engineering services is used.

Table 1: Technologies used

Fused Deposition Modelling (FDM) Digital Light Processing (DLP)

Laser Cutter (LC) 3D Scanner

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There are several variables that need to be considered in 3D printing to decide which machine is
acceptable to use to manufacture the desired product. The main differences between these two
technologies are by the raw material (filament) used and the mechanism used to print the product
from the raw material. FDM used solid plastics as the filament, melted it and hardened the product
after printing, while DLP uses resin that is already molten. Polylactic Acid (PLA), Acrylonitrile
Butadiene Styrene (ABS), Polyethylene Terephthalate Glycol Modified (PETG), and
Thermoplastic Polyurethene (TPU) are the filaments used in FDM. In terms of strength, FDM is
better choice compared to DLP as FDM uses a broader variety of materials with cost-effective
strength. FDM is much more preferred if the customers want a product with cheaper price and
can be done in a short time (Ngo et. Al, 2018). DLP is preferred if the customers want a product
with precise details (Ge et. Al, 2018). Since the company also provides engineering services,
laser cutting technology is adopted. Laser cutter are used to cut through objects by eliminating
materials such as wood and acrylic. This technology is contactless since it uses laser beams to
melt material in a localized region and cut them off.

2.5 business/marketing/operational strategy

AA 3D Printing & Engineering utilizes social media platform by uses its networking,
communication. and advertisement tools. They own a social media as below to communicate with
the clients.

I. Instagram: aa3dp
https://www.instagram.com/aa3dp/
II. Facebook: AA 3D Printing & Engineering
https://www.facebook.com/aa3dp

they begin with Instagram Ads service for advertisement, but it did not generate revenue, so they
changed their advertising method to Shopee Ads service. The company gives special rates for
students and businesses that purchased in bulk to reach more prospective customers. The
company operates from Monday to Friday every week, from 9 am to 6 pm. Saturday open from 9
am to 12 pm and closed on Sunday. Since the services are all machine-driven and almost no
labor force is required, the organization priorities the organizational and development plan over
the time allotted for each of the five processes involved in the business. The company allocated
1 day for design services, 2 to 3 days for remodeling services, 1 to 7 days for printing services
and 1 day for post-processing or finishing services.

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2.6 financial achievement (revenue sales)

2.6.1 Financial

The business receives more than RM10,000.00 revenue per month from its sales. Nevertheless,
the business only rarely gets profit from the sales and experiences monthly deficit. Since, the
business is a new and growing company, they still assign the revenue as the budget for new
machine and convert them into their money and assets. One machine’s average cost will reach
up to RM15,000.00.

2.6.2 Achievement

AA 3D Printing & Engineering has joined several competitions under the company’s name and
partnership’s name. in 2019, the company joined Malaysian Technology Expo (MTE2019) and
received a gold medal for their invention. Other than that, company also partnered up with UiTM
Shah Alam and invented Customized Orthotics in Assistive Adaptive Device (AAD), Prescription
for Disability Management which includes inventions such as Adjustable Headrest, Writing Aids
for Stroke Patients, and 3D Printed Socket for Prosthetic Leg for Cosmetic Purpose. They
received gold award Social Innovation Asia Awards category.

3.0 COMPANY ANALYSIS

3.1 SWOT

3.1.1 Strength

1. Pioneer in town
The company is pioneer company for 3D printing services in Shah Alam. This has
been their assets, when almost no competition from other company. 3D Gen, located
in Taman Perindustrian Saujana Indah, which is on average 14 km away, is the closet
company to AA 3DP that provides 3D printing services.

2. Quantity of machines
Apart from that in total, AA 3D Printing & Engineering owns 12 machines in total, 10
of them is FDM. FDM is the most frequently used printer as the goods from this printer
meet the requirement of their clients. Thus, the abundance of these machines will
improve the efficiency of the business

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 3. Knowledge in machines maintenance and repairing
In addition to this, the company also specializes in 3D printer maintenance and repair.
They will also do the maintenance and repair of their machines, as well as provide
customers with services.

3.1.2 Weakness

1. Lack of labor forces

While manufacturing and production is increasingly powered by machines, there is still
a need for labor forces for business growth. Currently, the owner and his wife run and
manage the company. This might become their weakness, as the lack or workers does
not increase their productivity.

2. Limited production area

Other than that, there is quite a small area of working space and development. The
limited office room restricts the number of machines, they can own and reduces their
efficiency consequently.

3. One machine can only produce 1 color.

Another weakness is that the company uses 3D printers that can only print one color
designs, when a multi-color product is requested or demands by the consumer.

3.1.3 Opportunities

1. Strategic location
AA 3D Printing & Engineering is in the central part of Shah Alam and its commercial
sector. The place is only 4 km from UiTM Shah Alam and close residential areas for
students. This increases the chance to expand the spectrum of their target market.

2. 3D printing organization society

Besides that, Malaysia 3D printing firms have been organized a society for them. This
is an advantage for AA 3DP as the company can help the company keep up to date
with anything in 3D printing such as upcoming competitions, potential partnership or
collaboration.

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 3. Availability of supplier
There is also an abundance of the raw material suppliers in Shah Alam for sand
printers. This allows the company to receive continuous materials from the best
suppliers.

4. Awareness on 3D printing
Finally, 3D printing draws media attention and helps the public to become interested
in 3D printing. The company sees this as an opportunity to provide those who are
involved with paid training.

3.1.4 Threats

1. Increasing self 3D printing printers

Low-cost 3D printers are currently rising well in the industry. These easy-to-use 3D
printers as they can be used by the public and almost anyone can produce and
manufacture 3D objects without the assistance of experts or external services.

2. Price competition
This might threaten the importance of industrial-scale 3D printing services. As a result,
small scale consumers will also have an impact on the consumer price of 3D printing
in general, as they can make a business out of it at lower prices.

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4.0 FINDINGS AND DISCUSSION

4.1 Findings

4.1.1 Production area and workspace is not conducive

The overall floor area of the office is approximately 4,200 sq. The measurement is relatively
tiny for an office that must fit in the number of large machines and more workers in the future.
The production and manufacturing area is already full of 3D printers and other equipment and
there is hardly any empty space for new machines to be built. This will prevent the company
from buying new machines as there is not enough space to position them. The working space
for the workers is also not spacious and limited to a maximum of 3 people only due to the bad
arrangement of tables and furniture. Other than that, the office is not well ventilated. The
method of laser cutting generates tiny particles. Moreover, in the office, irritating raw materials
such as resin are processed. However, there are hardly any windows or exhaust fan to be
found. This is dangerous for the worker’s health.

4.1.2 3D print stringing with FDM printers

3D print stringing happens when the nozzle unnecessarily oozes melted plastic when moving
from one end of the part to another. The plastic deposited solidifies and looks like a string of
web when the part is completed. It hectic to get rid of these strings later during the post-
processing methods. The stringing typically occurs when there is a leakage from the nozzle
of plastic material when moving over the building platform. This could be for many reasons
which is not often clean nozzle, set the print speed correctly and too slow print speed may
invite stringing.

4.1.3 Poor customer services

Poor customer services can lead to a loss of customers and damage the company’s reputation
and ultimately affect the company’s business. There are some points of the complaints and
feedback which is long waiting and response times. Although most of the work is done by
machines, there are still a lot of work that needs to be done by human. As for now, the owner
handles customer’s orders such as orders for 3D printings, 3D Designs, 3D scanning,
prototypes and posting out orders. While his wife handles administration, marketing, and
financial part of the company. However, it is going to be very difficult for the company as the
order to worker ratio is getting bigger.

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4.2 Discussion

4.2.1 Redesign the production area and workplace

Since the office itself is already small and limited space, the company needs to redesign the
office. The production area is not completely exploited if the machines are put on a row of
tables. If they are placed layer by layer, the production area can be used well. Therefore, it
is possible to use multi-layer storage racks or shelves to position the devices. The more
space available, the more company can buy more machines and therefore improve its
efficiency. The workplace for the workers also needs to be redesign. The furniture needs to
be arranged, and to have more space, some decoration can probably be eliminated. To keep
the place well aerated, the company often needs to add or install exhaust fans or build
windows.

Advantages: Increasing productivity of the company and healthy environment or safe

atmosphere for the workers.
Disadvantages: it takes a lot of time and effort to move the furniture and machines.

4.2.2 Reduce the 3D print stringing.

The 3D Stringing can be reduced through enabling retraction. The 3D printing experts use
this strategy or method to prevent stringing problems. By retracting, it means that pulling
back the filament inside the nozzle when passes over an empty space. This helps combating
the trails of molten plastic after the required material has been deposited. After the nozzle
reaches the other end where the molten plastic must be deposited, the material is pushed
back. Other than that, when the retraction speed is fast, the occurrence of stringing can be
avoid. This is because the filament can be pulled back before it starts oozing when the speed
is fast. Therefore, the distance of retraction, if the distance is chosen for retraction is far, the
stringing is less likely to happen. Lastly, with a rise in temperature, the material liquefies
faster and takes more time to settle back. So, before do the 3D print, test which temperature
better suits 3D printing material and process.

Advantages: 3D printing can print objects within hours, which is much faster and efficiency.
Disadvantages: Increase the time and cost of production.

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 4.2.3 Hire new employees
The company needs to sort out a new organizational plan. Identify hiring needs to evaluate
what important position is needed in company. Internship students that had worked for this
company can be contacted again as they have experience with handling the machines. The
company can also offer job positions for those who wants to or have been trained under the
company’s trainings. In fact, this will be beneficial to both parties.

Advantages: Smoother workflow of the business in the office

Disadvantages: Expenditure increase to pay employees

5.0 CONCLUSION

In conclusion, the organization has some major issues that need to be resolved. The first is that
the office is not spacious and conducive. The production area and workspace are restricted, and
the office is not well ventilated. The company can use multilayer shelves in the production area
to utilize the space well. In the workspace area, the tables and furniture need to be rearranged
and exhaust fans need to be mounted and installed. The second issue is reduced 3D print
stringing. The printer can produce the product efficiency when often clean the nozzle and set the
print speed correctly. Too slow print speed may invite stringing. Other than that, issues of poor
customer service because lack of employees. All the work is only shared by two workers and
reduce productivity of the business. The company should hire new employees, and they can hire
their past internship students or customers that went to the company’s 3D printing trainings.

6.0 RECOMMENDATION AND IMPROVEMENT

Although 3D printing appears to be the newest technology that cannot have anything wrong, it
still has its weakness. It is discovered that the 3D printer that is being used by the company cannot
print the template and design with more than one color. This is because there is only one nozzle
in the unit, which pours out the molten filament. Furthermore, the software used to read the 3D
designs is unable to instruct the printer to change color. This limitation should not be taken lightly
as customers always want and demand to print multi-colored design. To improve and increase
the efficiency of the 3D printer, I would like to suggest adding more nozzles per 3D printer so that
it can print out designs with more color. The printer should be able to read or interpret special
commands of the 3D designs so that the nozzle can stop at any specific layer or any layer height
to avoid changing the color.

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7.0 REFERENCES

3D Printing Market Size, Share & Trends Analysis Report By Material, By Component (Hardware,

Services), By Printer Type (Desktop, Industrial), By Technology, By Software, By

Application, By Vertical, And Segment Forecasts, 2020 – 2027 (Rep.). (2020, February).

Retrieved from https://www.grandviewresearch.com/industry-analysis/3d-printing-

industry-analysis

Brans, K. (2013). 3D Printing, a Maturing Technology. IFAC Proceedings Volumes, 46(7), 468-

472. doi:10.3182/20130522-3-br-4036.00112

Ge, L., Dong, L., Wang, D., Ge, Q., & Gu, G. (2018). A digital light processing 3D printer for

fast and high-precision fabrication of soft pneumatic actuators. Sensors and Actuators A:

Physical, 273-285-292. doi:10.1016/j.sna.2018.02.041

Ligon, S. C., Liska, R., Stampfl, J., Gurr, M., & Mülhaupt, R. (2017). Polymers for 3D Printing

and Customized Additive Manufacturing. Chemical Reviews, 117(15), 10212-10290.

doi:10.1021/acs.chemrev.7b00074

Ngo, T. D., Kashani, A., Imbalzano, G., Nguyen, K. T., & Hui, D. (2018). Additive

manufacturing (3D printing): A review of materials, methods, application and challenges.

Composites Part B: Engineering, 143, 172-196. doi:10.1016/j.compositeb.2018.02.012

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8.0 APPENDICES

Figure 2: Distance of company to UiTM Shah Alam.

Figure 3: Distance of company to the nearest competitor.

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 Figure 4: Final product

Figure 5: Certificate of achievement

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Figure 6: 3D printing training

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