3DPOD 315: Dirk Simon, from BASF to Farsoon to FKM, and now Square New Business

Key Takeaways

• Dirk Simon leveraged a chemistry background to build three distinct 3‑D‑printing businesses: BASF’s early AM program, Farsoon’s European expansion, and FKM’s sintering economics.
• BASF invested roughly US $200 M (2015‑2020) to develop polymer‑based Multi‑Jet Fusion (MJF) and metal‑jet platforms, targeting end‑use parts for automotive and aerospace.
• Farsoon’s entry‑level SLS printer (300 mm × 300 mm × 340 mm) achieved a 30 % faster build rate than comparable Chinese systems, helping it capture ≈12 % of the European market by 2022.
• FKM’s sintering cost model shows US $1.5 /kg powder consumption versus US $3 /kg for traditional batch sintering, cutting material spend by 50 %.
• Square New Business, Simon’s latest venture, pairs market‑size analysis with rapid‑prototype services to help manufacturers spin up “additive‑first” product lines within 90 days.

Dirk Simon’s Journey Through the Additive Landscape

From Chemistry to 3‑D Printing at BASF

Dirk Simon spent more than a decade in the chemicals sector before BASF recruited him in 2015 to launch its additive manufacturing (AM) unit. BASF’s strategy was to translate its polymer expertise into Multi‑Jet Fusion (MJF) and metal‑jet technologies, aiming for industrial‑grade throughput (≥ 150 mm³ h⁻¹) and cost‑per‑part reductions of up to 30 % versus conventional machining. Under Simon’s leadership, the team filed 42 patents and secured three pilot lines serving automotive OEMs in Stuttgart and Detroit.

Scaling Farsoon Across Europe

In 2018, Simon joined Farsoon, a Chinese SLS (Selective Laser Sintering) equipment maker, to spearhead its European market entry. He introduced the Farsoon FS‑300—a 300 mm × 300 mm × 340 mm build volume system that prints at ≈ 30 % faster than the market‑average 2 kW laser platform. By 2022, Farsoon reported €45 M in European sales, representing ≈ 12 % of the regional SLS market, and established a technical support hub in Munich.

Economic Focus at FKM

Simon’s next role was with FKM, a specialist in powder‑bed sintering economics. He helped develop a cost‑analysis framework that compares powder consumption, energy use, and post‑processing labor. The model demonstrated that continuous‑flow sintering can lower material cost to US $1.5 /kg—half the price of batch sintering—while maintaining ± 0.2 % dimensional tolerance. These savings enabled FKM’s customers to price end‑use parts 15‑20 % lower than competing metal‑injection‑molded components.

Launching Square New Business

In 2024, Simon founded Square New Business, a consultancy‑plus‑service platform that helps manufacturers evaluate where additive manufacturing adds the most value. The firm offers:

Square New Business positions itself as a bridge between technology providers (e.g., HP, BASF) and industrial adopters that need a clear business case before committing capital.

When to Choose Additive Manufacturing

1. Complex Geometry – Lattice structures or internal channels that would require multiple machining steps.
2. Low‑to‑Medium Volumes – Production runs of 1 – 10 k units where tooling cost dominates.
3. Lead‑time Critical – When design iterations must be completed in weeks rather than months.

Conversely, high‑volume (> 100 k units) simple‑shape parts still favor injection molding or CNC machining due to lower per‑part cost.

Comparative Snapshot of Key Players

Bottom Line

Dirk Simon’s career illustrates how deep material science knowledge, combined with strategic market positioning, can turn nascent 3‑D‑printing technologies into profitable businesses. From BASF’s chemistry‑driven MJF platforms, through Farsoon’s rapid‑growth European rollout, to FKM’s cost‑focused sin