Moving forward – a first decision

Yesterday I wrote about chasing a crazy idea of mine. Gotta start somewhere though, and I have neither the money nor expertise to jump right into building cars for a living. Tackling building an entire car as a product is probably not a terribly good idea either – I may need to start with some type of component. I don’t know what that would be yet, but right now I think it’s more important that I start somewhere to get myself into the arena.

A few weeks ago I had the thought that building an electric Caterham could be an interesting project. It’d be a great way to learn the various subsystems, I’d have to do some proper engineering in order to do the conversion, and lastly I’d be getting my hands dirty and having fun. I fully admit that my wrenching capabilities leave quite a bit to be desired, so this’d be a good learning experience, no matter the outcome.

I’ll get to the car choice in a later blog post, but the decision I’m facing first is: Do I do this in my garage or rent a shop? Seems like a simple decision, right? Well I had enough conflicting thoughts running through my head that I figured I ought to suss it out properly. In order to make a good decision, I want to start with my goal. Ostensibly it’s to build an electric car, duh! There’s a bit more too it though – I want this to lead to something greater, hopefully clarity on the best path forward – I want this to be the beginning of something great, not just a dilettante wrenching in his spare time. Here are the notes from my notebook:

Pros for garage at home

  • no commute!
  • less expensive
  • comfort and convenience
  • easy for me to say I’m not that serious about this

Cons for garage at home

  • Easily distracted
  • Isolated
  • might not take it seriously enough

Pros for renting a shop

  • I basically have to take it seriously
  • a place to go and focus – getting out of the house
  • meet my neighbors and network
  • benefit from neighbors’ expertise

Cons for renting shop

  • lack of comfort and convenience
  • more expensive
  • I have to take it seriously
  • fear that others will just say I’m delusional

The first items I can eliminate are those where I’m concerned about what I think other people are thinking (not necessarily what they’re actually thinking, just the fabrications in my mind) – these aren’t real and therefore useless in making the decision. Commute? Eh, not that important – it’ll be easy for me to avoid commuting hours and hopefully I’ll find a place within a reasonable distance. Comfort and convenience – things like A/C, available food, a place to take a break etc – I feel like these shouldn’t really matter right now. Cost difference – I’m estimating the delta between the options to be about $1300/month – not a huge number and not one that should dictate this decision – the car itself will be a large multiple of this!

When I look through what’s left and pick out what’s important, I’m mostly left with pros for renting a shop, especially when looked through the lens of what I want to achieve – namely I’ll take the project more seriously, it gives me a destination and place where I can focus, and I can meet people and gain from their expertise.

So there we have it – I’m going to rent a shop. I like this because it makes me a bit afraid and it’s more difficult. The decision hasn’t been made yet though – a decision hasn’t been made until resources have been allocated. Time to get working on that.

 

Embracing the truth

Ever get an idea simply stuck in your head? An idea that just won’t go away? Maybe you came up with it 6 years ago and dismissed it, however it keeps popping up. Maybe you pitched the idea to a few friends and they shot it down. And rightly so, I might add – the idea might be a bit too far out there.

I’ve attempted starting a few ventures in the past 6 years with limited (ok, no) success. Each time I face failure (internal or external) this idea keeps on coming back. Right now is another one of those cusp points. I’ve been working on PassionList.com for a while now (feel free to check out the prototype that’s up and running) but I can’t get around the fact that I….well, I just don’t have passion (pun slightly intended) for it. I think it’s a clever idea, and I’d visit and participate in the site myself. I don’t have a good business plan currently, and even though a new design is in process I just haven’t been putting in the time or effort necessary to make it a successful community.

I could work on it and launch it, or……I could dive into that pesky idea that won’t go away. It’s pretty simple – I want to start a boutique car company. I want to build a sports car that’s unique, a total blast to drive, and affordable.

The graveyard of defunct boutique car manufacturers (especially in the US) is a large one! My hypothesis is that most of these fail for the same reason – they’re usually the vision of a few folks with too much money – they spend a ton of that money building the next hypercar, then wonder why they can’t sell any of their $800k “Ferrari-beaters.” They sell a few at a loss and close shop.

What if a car was designed from the beginning to tackle this product/market fit? Using the tools of Value-based Engineering, customer needs and wants would be fully understood and would match the design from the beginning. I think it would be entirely possible to drastically reduce the cost of bringing a car to market essentially using agile hardware development – getting the customer in on the ground floor of the design process. Not too dissimilar to what Local Motors is doing, but this would involve a smaller team and (hopefully) dedicated customers.

Look, I don’t know if this would work. Development would still be expensive and the margins razor thin. It would still require outside investment and take quite a bit of time. I think there’s something to this idea however.

If we look at long term trends in the auto industry, there are 3 driving factors over the next, say, 20-30 years (in the developed world). Electrics will take over, autonomous vehicles will take over, and personal ownership is going to plummet. Those who will want to drive their own vehicle will certainly have a large enthusiast makeup. I’d like to build cars for those folks. A simple, bare-bones, fun to drive electric vehicle that looks great and unique – a fun weekend toy.

So, how to get started? That’s for tomorrow.