Plenty of opportunities, little direction
The next customer request keeps taking priority over deliberate choices about segments, product families or the roadmap.
Product strategy for industrial manufacturers
More value from your products. At delivery and beyond.
Treeline helps you connect market choices, product development and implementation. Jasper brings direction to your portfolio, connects commercial and technical teams, and helps put change into practice.
For manufacturers of complex machinery, industrial equipment and engineered product families.
Sound familiar?
Growth calls for decisions your teams can put into practice together.
Custom orders keep engineering occupied
Sales and engineering mean different things by ‘standard’. Exceptions have become everyday work.
The roadmap lacks an owner
The priorities are familiar. Who makes the trade-offs and takes responsibility for the next steps is less clear.
Value after delivery is overlooked
Service, upgrades and a next use cycle require design decisions that receive too little attention during development.
How I help
From a clear diagnosis to decisions and implementation.
We start with your challenge and one manageable case. Then we bring together the disciplines needed to move forward.
01 · MODULARISATION & CONFIGURE-TO-ORDER
Customer choice without redesigning every order.
Decide which custom work adds value and which solutions can be repeated. Connect market choices and modular product architecture with clear agreements for sales, product management and engineering.
Modularisation and Configure-to-Order →02 · CIRCULAR PRODUCT DESIGN
Design for value during and beyond the first use cycle.
Enable maintenance, repair, upgrades and next use. The Treeline Lifecycle Design Framework translates circular product design into decisions for your machine or product family.
Circular product design and TLDF →03 · PRODUCT STRATEGY & PORTFOLIO
Let market choices guide product development.
Clarify segments, product families and roadmap ownership. I work with your team on decision rules, responsibilities and a practical way forward.
Discuss your product strategy →One possible starting point
A quickscan that gives direction to the next steps.
A focused assessment of the commercial, technical and organisational obstacles. So you can decide where to begin and who needs to be involved.
Discuss whether a quickscan would help →We clarify three questions
- Which problem or opportunity needs attention first?
- Which product decisions and responsibilities need to be made explicit?
- What is a workable next step for your organisation?
We agree the scope beforehand. You can then continue independently or work with Jasper on the next steps.
“I found the quickscan with Jasper very valuable. In our conversations, he quickly got to the heart of the matter and asked the right questions, even in a complex context with multiple interests and directions.
That brought clarity and focus. The quickscan provided concrete guidance for the next steps, making Jasper a natural person for me to continue working with.”
Treeline Lifecycle Design Framework · TLDF
Your machine can create value at more than one moment.
Decisions made when designing a new machine also determine what becomes possible later. We examine one machine or product family: where is the value, which intervention should be possible, and what does the design need to enable?
Sale & commissioning
A suitable machine that can be put into operation reliably.
Availability in use
Maintenance, repair and replacement that preserve performance.
Retrofits & upgrades
Renew technology, capacity and functions while retaining valuable parts.
Next use
Assess remaining value for refurbishment, redeployment or another use cycle.
Three design questions make this practical.
Can we reach it?
Design for Disassembly. Can the relevant part be safely accessed, removed and reinstalled?
Can this part change independently?
Design for Modularity. Can it be renewed without replacing the valuable remainder of the machine?
Do we know what is needed?
Design for Diagnosis. Do we know enough about the configuration, condition and compatibility to make a responsible intervention?
A first application identifies an intervention, specific design and information questions, and an initial validation step with an owner. We investigate which routes make technical and economic sense for your case.
Explore circular product designIn practice · anonymised projects
What changes when decisions and ownership become clear?
Structure and commitment for product development
Departments used different definitions of standard products and Configure-to-Order. The roadmap and responsibilities were insufficiently clear.
My contribution: organisation design, role profiles, a revised sales process, defining a pilot and coaching managers.
What this led to
A shared direction and concrete next steps. Workshops and a three-day strategy session brought the relevant disciplines together.
Direction and ownership for product development
Market segmentation, product architecture and roadmap ownership provided insufficient guidance for the company’s growth ambitions.
My contribution: a quickscan and phased plan covering market choices, product ownership, modular architecture and decision-making.
What followed
Segmentation choices were made, the sales process was revised, a product architecture was developed and a configuration tool was created.
Working with Jasper
“Jasper understands the language of all stakeholders, from customers to engineers, from finance to supply chain. His contribution helped the pieces of the puzzle fall into place, allowing the new business model to be implemented.”
“Jasper shakes things up. He asks the questions we ask each other too rarely and will not settle for ‘that’s how we do things here’. That challenged us as a management team: what do we want to achieve, which decisions will we make, and who will take them forward? What I value is that he does not stop at asking critical questions. He gets people on board and brings the energy to act. Exactly what we needed.”
Jasper van Dieten-Blom · founder of Treeline
Curious about the technology. Committed to the people.
I’m Jasper. What drives me is seeing a good technical idea find its way to the market, and the people behind it make progress together.
I want to understand what is happening. I ask questions, listen to different perspectives and open up the conversation where choices or responsibilities are unclear. That often creates room to move forward.
You work directly with me.
Through conversations, workshops and implementation, I help your team choose a direction and sustain it in daily work. Sometimes that starts with a quickscan; sometimes I work alongside you for longer. We agree what is needed and what your own team can take on.
Treeline · since January 2025Product strategy, product development and organisational change.
Vanderlande · previous rolesMarket Director and Director Transformation. Product management, Configure-to-Order and company-wide change.
DSM · previous rolesMarket and product strategy, product management and application development teams, and partnerships.
Let’s talk
Which product challenge would you like to clarify?
Tell me where the pressure is: market choices, custom work, product development or value throughout your machines’ lifecycle. We can discuss a suitable first step.
Send Jasper your question