About Bronto
Bronto Skylift Oy is a Finnish company specialized in truck-mounted hydraulic aerial platforms. Founded in 1972, the company designs, manufactures, sells, and services aerial platforms used both in rescue operations and industrial applications. The company has delivered over 8 000 aerial platforms to customers in more than 120 countries. The product range includes about 50 models with working heights ranging from 23 meters to an impressive 112 meters - roughly the height of an eight-story building to over a 30-story skyscraper.
The scope of internationalization and the time scale during which aerial platforms have been produced set the main challenge when approaching the potential of digitalisation. Bronto Skylift offers its customers a comprehensive spare parts service that supports the longevity and performance of aerial platforms. Original spare parts can be ordered directly from the company's spare parts team, and the extensive partner and service network around the world ensures the availability of spare parts and technical support locally. The spare parts business is a key part of Bronto Skylift's customer promise, ensuring that equipment remains safely operational throughout its lifecycle.
Objectives
- Determine if e-commerce is feasible and sensible for the spare parts business
- What other digital commerce opportunities there are in their offering
- Identify how and at what stages the implementation should be carried out
- Define the necessary support processes and technical capabilities
- Construct the vision of MVP and further development roadmap
Initial Situation
Bronto Skylift Oy already had the Bronto One® digital customer portal, which had been developed over several years. The spare parts and accessories business was identified as the most promising area for introducing e-commerce, as products were still being sold via email. The sale of standard, bulk-type parts and add-on accessories was considered a natural starting point. Additionally, a key focus was to explore how digital training solutions, such as safety courses and machine operation training could be offered through an e-commerce solution.
Project Phases and Working Methods
The project was conducted in three phases:
1. North Star – Defining the Business Vision
- SWOT analysis and stakeholder interviews
- Identifying customer and partner perspectives
- Initial insights into e-commerce opportunities
2. Blueprint Phase – Modeling Service Processes and Customer Journeys
- Three service blueprints: spare parts, training, distance meter
- Simulation workshop testing the process with roles
- Refinement and validation of blueprints with the customer's management
3. Roadmap and Architecture Phase
- Evaluation of implementation options with matrix analysis
- Building the roadmap using the three-horizon model
- Designing the technical architecture
Unified and Comprehensive Framework
During blueprint stage we utilised EDGY framework, which combined customer experience, business needs, and technical implementation. It enabled simultaneous handling of streams – business, processes, technology, and customer experience – forming a shared understanding.
According to Ambientia’s Software Architect Matti Teräslahti, this approach significantly contributed to the project's success. "The EDGY framework allowed us to integrate multiple aspects of the project seamlessly," he noted. "By simultaneously addressing business needs, process optimization, technology, and customer experience, we could develop a comprehensive understanding and create solutions that are truly aligned with our goals. The iterative refinement and validation ensured that the blueprint accurately reflected both operational realities and strategic visions."
Learnings and Insights
- E-commerce transforms the entire business model, not just the customer interface
- Assessing automation is a central part of feasibility
- Cultural change and questioning old practices are necessary
- Making tacit knowledge visible is essential for implementing change
- Simulation is an effective tool for validating the process and building a shared vision
- Building a limited MVP is an effective way to start and learn in a controlled manner
Results of the project in summary
- MVP plan for the spare parts online store
- Modeled service blueprints and development paths based on them
- Simulation-tested process with related roles and stages
- Four-stream roadmap: business, processes, technology, customer experience
Conclusion
The project demonstrated that digitalizing the spare parts business is not only possible but also a viable direction. Comprehensive preliminary design work, phasing, and consideration of different perspectives provided a solid foundation for the next phase, which is building e-commerce as part of the Bronto One® digital customer portal.
