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Technology Entrepreneurship (Stanford University) - Successful Startup - Tesla Motor


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Tesla Motors, Inc. is a Silicon Valley-based company that designs, manufactures and sells electric cars and electric vehicle powertrain components.
Tesla Motors gained widespread attention by producing the Tesla Roadster, the first fully electric sports car. Its second model is the Model S, a fully electric luxury sedan. While still expensive, it is substantially cheaper than the Roadster. Tesla also sells electric powertrain components, including lithium-ion battery packs, to other automakers, including Daimler and Toyota.

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Technology Entrepreneurship (Stanford University) - Successful Startup - Tesla Motor

  1. 1. Technology Entrepreneurship (E145)Dr Chuck Eesley, Stanford UniversityStanford UniversityEsfandiar KhaleghiResearch-Design Engineerwww.esfandiar.coAssignment 1.Why are start-ups successful?
  2. 2. Why are start-ups successful?For this first assignment, wed like you to choose a successful local start-up, describe the business, and list 5reasons why it’s successful. Our goal is to come up with a global catalogue of successful start-ups so that wecan begin to see what attributes successful start-ups share. For this reason, it will be helpful for you to thinkbeyond the obvious when analyzing your chosen start-ups success: lots of start-ups formed around great ideasfail, so having a great idea isnt the only factor in a start-up success. And investors lose a lot of money in start-ups with great ideas, so having funding also isnt a slam dunk. What made your start-up successful? Was itmarket knowledge? Vision? Understanding the core customer? Or something completely different? The moredetailed and specific your answer is, the more helpful it will be to you and your classmates as we begin tobuild our own (hopefully successful) start-ups! [1]
  3. 3. Tesla MotorsTesla Motors, Inc. is a Silicon Valley-based company that designs, manufacturesand sells electric cars and electric vehicle powertrain components.Tesla Motors gained widespread attention by producing the Tesla Roadster, thefirst fully electric sports car. Its second model is the Model S, a fully electric luxurysedan. While still expensive, it is substantially cheaper than the Roadster. Tesla alsosells electric powertrain components, including lithium-ion battery packs, to otherautomakers, including Daimler and Toyota. [2]
  4. 4. Elon Musk (CEO)Elon Musk (born 28 June 1971) is an American entrepreneur who was born and raised inSouth Africa. He is best known for founding SpaceX and for co-founding Tesla Motorsand PayPal (originally At SpaceX he is the CEO and Chief Designer and at TeslaMotors he is Product Architect. Musk is also Chairman of SolarCity. [3]Teslas CEO, Elon Musk, has said he envisions Tesla as an independent automaker, aimedat eventually mass-producing fully electric cars at a price affordable to the averageconsumer.
  5. 5. TESLA MOTORSType PublicIndustry AutomotiveFounded 2003Headquarter Palo Alto, California,USAProducts Tesla RoadsterTesla Model STesla Model XRevenue US$413.3 million (2012)US$204.2 million (2011)Net Income US$-396.2 million (2012)US$-254.4 million (2011)Total Assets US$1,114.2million(2012)US$713.4 million (2011)
  6. 6. How did a tiny start-up beat Detroit,Germany & Japan to a usable EV?It is amazing how far Tesla has movedthe yardstick on electric vehicles. WhatI find curious is how the worlds existingmanufacturers couldnt generateanywhere near the range that Teslagets out of its battery packs. Especiallysince they are using laptop batteriesthat are already mass produced.As I understand it, all Tesla did was findthe most efficient way to configurethem and then manage thetemperature and environment of thebatteries within the pack. Im sure thereare a few other aspects thatdifferentiate Teslas battery pack butits not like they created some newtype of battery.They just figured out how to get themost out of them. And they had afraction of the r/d staff and $ to figureit out compared to the existingmanufacturers.That being said, will the othermanufacturers be able to replicate theTeslas range within a few years? I hopenot, Id like to see Tesla stay on thecutting edge. [4]
  7. 7. Learn from FailureStrapping a bunch of laptop batteriestogether might sound obvious inhindsight. But dont forget all thefailures that came before:- perpetual motion machines- cold fusion- super capacitors- hydrogen fuel cells- arrays of NiCd laptop batteriesBallard Power was convinced that theirfuel cell technology would be the keyto EVs. Maybe hydrogen will unseatTesla next year or next decade.Maybe we will all have Mr. Fusions by2040. But today, it is an array of L-Ionlaptop batteries in our Teslas andRAV4s.Right idea at the wrong time is just asbad as the wrong idea at the wrongtime. Every big car company hastinkered with EVs in the last decade ortwo. While they had some limitedsuccess, they were "ahead of theirtime". Had the laptop batteryexperiments used NiCd or NiMh a fewyears earlier, we wouldnt be havingthis discussion today.Right Time
  8. 8. A bit of LuckBut instead they got lucky, L-Ionbatteries just crossed into the practicalenergy density range.At the same time all the majorautomakers were distracted from EVresearch during this window. Theywere:- burned by failed EV projects- milking gas guzzler "cash cows" (SUVs,Humvees)- got in bed with big oil (hybrids stillburn gas)- bankrupt (GM, Crysler)- fighting the hybrid wars (Toyota,Honda, Ford, just about every big carmaker now)In essence, big auto "blinked" andoverlooked this breakthrough whileTesla hit it dead on.The big car makers design first andimplement the new ideas andtechnology inside, whereas at Tesla,they makes battery and power-trainfirst and make the car around them.New design approachTesla made the bold in hindsightdecision to not worry about rangeanxiety, or at least mitigate it differentlythan everyone else. The establishedplayers all made ICE engines, so fromtheir point of view, it just madestrategic sense to leverage their know-how and servicing centres, and costefficiency building internal combustion(IC) engines and build a hybrid. Theycompletely solved the range problemby having a hybrid (just fill up at a gasstation). Please note that theestablished players ARE NOT in bedwith the oil companies, its just that theyare good at making IC engines.Better vision
  9. 9. Vision SO IN A NUTSHELL, THEYGAMBLED AND WON ON L-ION, AND THEY DIDNTCOME FROM A IC ENGINEBACKGROUND, AND THUSSOLVED THE RANGE ANXIETYPROBLEM BY FIRST NOTWORRYING ABOUT IT WITH A240 MILE RANGE, AND THENINVENTING THEIRSUPERCHARGER NETWORK.Tesla said, well if we make a 240 milerange car, that will be good enoughfor a pretty big segment of the market.And that answer certainly worked wellfor a 2 seater sports car (people willtake SUVs filled with camping gear onlong car trips, but rarely would theytake their 2 seater sports car to do so).For model S, they upped the ante andcame out with their Superchargernetwork. What a cool idea. For a $25Minvestment for a reasonableSupercharger roll-out, they will havemitigated the big knock (actually theonly knock other than price) againstelectric cars.
  10. 10. References:[1]. Tesla Motors [][2]. Wikipedia [][3]. Wikipedia [][4]. Tesla Motors ForumPhotos:Online from Image Search
  11. 11. The used photos are commonly used from online sources and brands official websites. All copyrights belongto the website owners, blogger, photographers and brands intellectual property.THANKS for your attention.…