Forge Automation

What do they actually do

Forge Automation supplies CNC‑machined parts and uses software to streamline quoting, ordering, and production coordination. In practice, customers submit CAD files and specifications, receive a price and lead time, place an order, and get finished parts delivered. The software reduces the back‑and‑forth typically required to source small runs.

Behind the scenes, jobs are fulfilled through CNC capacity (in‑house and/or partner shops). The service covers routing work to the right machines, basic quality checks and documentation, and shipment tracking, with human review on complex parts to ensure manufacturability. The emphasis today is speed, predictable delivery for small batches, and clear communication rather than fully automated, lights‑out production.

Who are their target customer(s)

• Hardware startup engineers (prototypes and early production): Slow, uncertain quotes and lead times for small batches; juggling multiple shops each iteration and spending engineering time chasing updates instead of improving the product.
• R&D/product teams at larger companies: Inconsistent quality and inspection data across shops; long turnarounds that delay test cycles and project schedules.
• Procurement/operations managers at SMB manufacturers (no in‑house CNC): Difficulty finding vetted suppliers that accept small orders with predictable pricing, clear delivery dates, and reliable invoicing for budgeting.
• Maintenance and field‑service teams: High downtime costs when shops won’t take tiny runs or when lead times and quality are unpredictable for replacement/spare parts.
• Precision/regulated product makers (e.g., robotics, medical devices): Need for tight tolerances and traceable documentation; require certified inspection records and confidentiality while outsourcing machining.

How would they acquire their first 10, 50, and 100 customers

• First 10: High‑touch outreach via founder networks (e.g., YC/alumni), local hardware incubators, and maker spaces; offer a free or discounted first job with co‑founder‑led onboarding to control quoting, CAM, and QC and produce early case studies.
• First 50: Leverage introductions from accelerators, design consultancies, and CAD/CAM vendors to run short paid pilots in exchange for testimonials and case studies; standardize an easy online quote flow with a dedicated communication channel per job while keeping human ops for edge cases.
• First 100: Scale with targeted content (how‑tos, cost/lead‑time calculators) and LinkedIn outreach to engineers/procurement; add one‑click referrals and volume discounts, hire a small regional sales team for SMBs and maintenance teams, roll out simple integrations/APIs for repeat buyers, and publish SLAs and inspection templates.

What is the rough total addressable market

Top-down context:

The serviceable market for software‑enabled small‑batch CNC parts is plausibly in the hundreds of millions to low billions of USD annually, with an initial North America+EU focus in the low hundreds of millions. These are scenario ranges rather than a single sourced figure.

Bottom-up calculation:

Assume tens to hundreds of thousands of active buyers placing 1–24 small CNC jobs/year at $200–$5,000 per job. Depending on mix, this yields a conservative low‑hundreds‑of‑millions market (NA+EU) and a realistic mid‑hundreds‑of‑millions to low‑billions market when including SMBs, maintenance, and select regulated buyers.

Assumptions:

• Focus on prototyping, first‑articles, small‑batch production, and spares; excludes high‑volume long‑run contracts.
• Average annual spend per buyer ranges roughly $1k–$20k depending on frequency and complexity.
• Digital providers capture only a slice of overall contract machining, growing over time as workflows standardize.

Who are some of their notable competitors

• Xometry: Large on‑demand parts marketplace matching uploaded designs to a broad partner network and in‑house capacity; known for automated quoting and API‑first ordering.
• Protolabs: Digital manufacturing provider with in‑house capacity; emphasizes fast, predictable lead times for prototypes and short runs with automated quoting.
• Hubs (formerly 3D Hubs): Distributed manufacturing network focused on rapid prototyping and small‑batch production, with a global supplier footprint and easy online ordering.
• Fictiv: Managed marketplace combining a vetted supplier network with production oversight; competes on quality controls and engineering support for manufacturability.
• MFG.com: Supplier‑bid RFQ marketplace where buyers post jobs and multiple shops respond; offers many options and price competition but requires more manual vetting.