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Daniel Kim - 2012 Lean Startup Conference
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Daniel Kim - 2012 Lean Startup Conference

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  • 1. Key RisksStarting a vehicle company is difficult… however, getting it right means Partnerships huge returns for 90-100 years. o Global distribution timing o Dealership network franchises o Joint venture growing pains Marketing o Technology adoption o Globally executed marketing campaign o Developing a strong brand o Creating safety feature awareness Ford Model T 1908 - 1927 o Crisis communications management 16,500,000 Unit sales to date. Technology o Proving technology o Patent infringement o Technology theft o Staying innovative & prolonging product lifecycles o Safety: Preventing a customer fatality for the first 3-5 years Human resources o Finding the right team o Limited funding stalling manufacturing and hiring o Scaling management for employees at: 30, 100, 400, 1000, 4000, 20,000 Ford F Series 1948 - 2010 Planning o Proving market interest 33,000,000 Unit sales to date. o Supply chain / purchase agreements o Final-assembly plant permits and land o Manufacturing / tooling defects o Meeting costs & technology specs at production o Planning for offices, equipment, and support IT
  • 2. Getting it Right for $780K De-risking an overserved market early with disruptive technology that scales globally.Partnershipso Global distribution timingo Dealership network franchiseso Joint venture growing painsMarketingo Technology adoptiono Globally executed marketing campaigno Developing a strong brando Creating safety feature awarenesso Crisis communications management Lit Motors C-1 2014 - 2084 340,0000 Unit sales 2017.Technologyo Proving technologyo Patent infringemento Technology thefto Staying innovative & prolonging product lifecycleso Safety: Preventing a customer fatality for the first 3-5 yearsHuman resourceso Finding the right teamo Limited funding - stalling manufacturing and hiringo Scaling management for employees at: 30, 100, 400, 1000, 4000, 20,000 Lit Motors C-Series 2016 - 2086Planningo Proving market interest 1,000,000 Unit sales/yr in India & Chinao Supply chain / purchase agreementso Final-assembly plant permits and lando Manufacturing / tooling defectso Meeting costs & technology specs at productiono Planning for offices, equipment, and support IT
  • 3. Engineering: Vehicle architecture & packaging for component placementDesign: Validated exterior design & user experienceMedia: Generated media interestMarketing: De-risked market liabilities – MVP& 82 pre-orders (8 months)Hiring: Made the product “real” for future employeesFinancing: Fundraising
  • 4. QUALITATIVE MARKET RESEARCHAS OF 07/26/12
  • 5. Engineering: Electrical/Mechanical system architecture& full-scale driving prototypeManufacturing: Projected BOM & accurate vehicle weight (IND/CHN)Media: 500% increase in media interestMarketing: Made product “real” for potential consumers& 63 more pre-orders (2 months)Hiring: Top-level engineering & biz dev employeesFinancing: Credibility for institutional fundraising