business model, business model canvas, mission model, mission model canvas, customer development, lean launchpad, lean startup, stanford, startup, steve blank, entrepreneurship, I-Corps, Stanford

1. 110 Total
Interviews
Technology looking for a problem Easy-to-integrate components for
automotive suppliers
Madison Maxey Nabil Mansouri Sophia Rose Williams David Franks Alessia Morales
Stanford B.S Materials Science & Stanford GSB MSx Stanford P.h.D Student
Electrical Engineering
Stanford GSB Stanford GSB

2. +
Forming a Team to Find a Market
HAD:
● 5 fully granted patents
● Experience working with
customers
● A scalable, and functional
technology
● Manufacturing partner
WANTED:
● Product market fit

3. Week 1:
Boil the Ocean
14 Interviews
Across 5 Industries

4. “We believe that e-textiles are the future.”
-Director of Strategy and Digitalization
Signal from the Noise
WEEK 1

5. Week 1:
Boil the Ocean

6. Week 1
Cautiously Optimistic
Low
High

7. Conducted 16 more interviews with
engineers, designers, biz development
at a variety of automotive companies
Developed a clearer understanding of
the landscape and needs across
various players
Week 2: Deep Diving into Auto

8. Auto is a Fragmented Business
“The auto industry is fragmented, you need to choose a
sub-part of the industry to get traction.”
CTO Renovo
WEEK 2

9. Trying to Find our Place
Week 1
Week 2
Low
High
Confused

10. Week 3: Where Do We Focus?
Tier 2 Suppliers Tier 1 Suppliers
Car Brands
(OEMs)

11. “Talk to trim engineers about merging seat heating and auto trim together.
Eliminating a step would represent real cost savings. ”
- Automotive Seating Engineering Leader
WEEK 3
Integrating Existing Parts

12. “Conversations globally on the future are all EV-related with a focus on the
lightweight component. How do you reduce weight in every part of the car, whether
interior cabin or vehicle architecture?”
- President, Sage Automotive
WEEK 3
Electric Vehicles Need Lightweight Parts

13. Learning #1:
Lightweighting and
integrating for
electric vehicles
Lightbulb moments! WEEK 3
Learning #2:
Our customer is the
Tier 1 Supplier

14. We Think We Have a Customer and
a Value Prop!
Week 1
Week 2
Week 3
Low
High
Confused Excited!

15. Week 4: Value Proposition Testing
with Tier 1 Suppliers
Steering Wheels & Seat
Heating
Lighting & HMI
Headliner Lighting &
Cabling
Lighter, Easy to Integrate, and Battery
Efficient Components

16. New MVP: Technical Deck
● Scalable
● Robust
● Low Resistance
● Can perform many functions
● Up to 30 Layers (unlike traditional
e-textiles)
WEEK 4

17. MVP Progress
WEEK 4
From a
Technology to
an Application-
Specific Deck

18. “This is Utopia!”
- Technical Director, Eissman
WEEK 4
Grabbing it Out of Our Hands

19. We Have a Customer and
Validation!
Week 1
Week 2
Week 3
Week 4
Low
High
Confused Excited!

20. Week 5: Turning “we love you” into an
order…
We needed to map the sales cycle

21. OEM Led
Tier 1 Led
R&D makes a POC or gives a
RFI/ RFQ
*must be connected to HQ to move
forward*
Brings POC to Business
Unit
Business Unit requests
additional development
and testing
Solution Validated Solution Presented to
OEMs
OEM Tells Tier 1 to work
with specific startup
*but the OEM will also
countersource pother solutions*
R&D makes a POC
*must be connected to HQ to
move forward*
Solution Presented to OEMs
Business Unit requests
additional development and
testing
Loomia sales team Does Direct
outreach to high-up R&D at
OEMS and Tier 1s
Initial Meeting to present
solution
Send a sample or do a
demonstration in person
Receive RFP from Innovation
budgets ( $100k)
Send Project Proposal
Technical meeting with Sales
Engineering
Projects can start with an OEM or a Tier 1
“Pull Method” “Push Method”
Design Win
Get Paid (Must negotiate
good terms to avoid
delayed payment)
Design Win
Get Paid (Must negotiate
good terms to avoid
delayed payment)

22. OEM Led
Tier 1 Led
R&D makes a POC or gives a
RFI/ RFQ
*must be connected to HQ to move
forward*
Brings POC to Business
Unit
Business Unit requests
additional development
and testing
Solution Validated Solution Presented to
OEMs
OEM Tells Tier 1 to work
with specific startup
*but the OEM will also
countersource pother solutions*
R&D makes a POC
*must be connected to HQ to
move forward*
Solution Presented to OEMs
Business Unit requests
additional development and
testing
Loomia sales team Does Direct
outreach to high-up R&D at
OEMS and Tier 1s
Initial Meeting to present
solution
Send a sample or do a
demonstration in person
Receive RFP from Innovation
budgets ( $100k)
Send Project Proposal
Technical meeting with Sales
Engineering
Projects can start with an OEM or a Tier 1
“Pull Method” “Push Method”
Design Win
Get Paid (Must negotiate
good terms to avoid
delayed payment)
Design Win
Get Paid (Must negotiate
good terms to avoid
delayed payment)
The Sales Process is Not Easy
● Could be led by the OEM or by
the Tier 1
● But both have to have buy-in
from each other
● Can take years to get in a car,
and many points along funnel
when we could drop

23. “Speak with investors and CEOs. Is this a
business that you want to be in?”
- Paraphrased from Steve B and Steve W
WEEK 5
Is this a venture-fundable business?

24. Reality Sets In...
Week 1
Week 2
Week 3
Week 4
Week 5
Low
High
Confused Excited! Skeptical

25. Week 6: We Need Patient Capital
Startups
Investors
Strategics and
projects are the best
way to fund this
business

26. “Once you make it on a vehicle, there’s big money,
fast.”
- CEO Cellink (paraphrased)
WEEK 6
A Light at The End of the Tunnel

27. Confusion About Funding
Week 1
Week 2
Week 3
Week 4
Week 5 Week 6
Low
High
Confused Excited! Skeptical

28. Isn’t integrating many
functions into one the
real value?
WEEK 7
Refining our Value Proposition

29. Week 7, 8 & 9 : Testing our
Customer-Centric Value Prop!
Easy Integration into Trim
Turn multiple parts into one part, and deliver the entire unit with Trim attached
COGs reduction supply
chain optimization
Increased market
share through superior
performance
Increased market
share through superior
aesthetics
For Tier 1s For Tier 1s & OEMs For Tier 1s & OEMs

30. “Can you hop on a call today? I want to learn
more about the technology.”
-VP Profitability, Adient
WEEKS 7, 8 & 9
Sensing Urgency

31. Can you Come to Detroit?!!!
“Can you come to Detroit? We
want to show you the plant so
we can plan a POC”
-VP of Profitability
----------

32. Surface Heating Opportunity
“This is Utopia”
- Head of Engineering,
Eissman Group
----------

33. CEO Introductions
“Keep things going with the
engineering team, but we also
want you to have a call with
the CEO - he’ll love this”
- Head of Innovation,
Sigma Intl
----------

34. Week 9: Loomia Automotive Sales Funnel Progress
• Cold calling
companies
• Interested
piqued! Let’s
keep talking
Proof of
Concept
Contracts
Mahindra
Toyota
Boshoku
Airbus
Ventures
Airbus R&D
Nuro
Volvo
Ventures
Grupo Antolin
Tesla
Interiors
Magna R&D
Magna
CTO
Faurecia
Jaguar
CVG
Sage
Joby
Eissman
Sigma
Int’l
Marelli
Adient
• Let’s make this
happen. POC
discussions and
negotiations
BMW
• Interested in our
product. Let’s
make it physical!
First Call 2nd Call
Exchanging
samples
NDA’s Signed

35. Excited! Motivated!
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Low
High
Confused Excited! Skeptical Motivated!

36. Automotive
Tier 1s
Business
Model
Canvas
Tier 1 Director of
Advanced Engineering
VP if Innovation
● Application research
and discovery
● Continuous technical
improvement
● Funding for free
customization
● Testing for auto
grade
● Cost engineering
Problem: Tier 1s need
to make every part of
EV energy-efficient
and lightweight
Needs:
Strategic advantage
for the company from
technology
● Anchor customer
to validate the
tech
● Manufacturing
Partner -
Eastprint
● Material Suppliers
● Sales reps/
channel partners
for B2B Sales
● Testing &
certification
partners
● COGS for unit sales and for R&D work
● Team overhead for R&D work
● Testing and certification costs
● Sales Rep / distributor costs
● Shipping costs for overseas customers
● Non-Recurring engineering fees
● Royalty on units produced
● License fees for patents
● Outbound
targeted sales
● Tradeshows/CES/
conferences
● External
Automotive
Design Studios
● Manufacturing
capabilities
● Patents
● Prototyping
Capabilities
● Data and tech sheets
on the product
● Sales Team
● Free Sampling
1
3
4 2
● Collaborative
and responsive
for product
development
5
6
7
8
9

37. Automotive
Tier 1s
Business
Model
Canvas
Tier 1 Director of
Advanced Engineering
VP if Innovation
● Application research
and discovery
● Continuous technical
improvement
● Funding for free
customization
● Testing for auto
grade
● Cost engineering
Problem: Tier 1s need
to make every part of
EV energy-efficient
and lightweight
Needs:
Strategic advantage
for the company from
technology
● Anchor customer
to validate the
tech
● Manufacturing
Partner -
Eastprint
● Material Suppliers
● Sales reps/
channel partners
for B2B Sales
● Testing &
certification
partners
● COGS for unit sales and for R&D work
● Team overhead for R&D work
● Testing and certification costs
● Sales Rep / distributor costs
● Shipping costs for overseas customers
● Non-Recurring engineering fees
● Royalty on units produced
● License fees for patents
● Outbound
targeted sales
● Tradeshows/CES/
conferences
● External
Automotive
Design Studios
● Manufacturing
capabilities
● Patents
● Prototyping
Capabilities
● Data and tech sheets
on the product
● Sales Team
● Free Sampling
1
3
4 2
● Collaborative
and responsive
for product
development
5
6
7
8
9
● Clarified our value prop
● Understood our Target Customer
● Understood the key activities for a
sale

38. From a
Technology
to a Business
in 10 Weeks
We Learned:
● That interviews are an incredible way to learn
● How it feels to have customers grab a product from our hands
● The difference between a value proposition and technical
specs

39. We Can’t Stop Here!
Visiting NDA’d
leads in
Michigan
Apply for NSF SBIR
grant to fund
automotive testing
Sign on
automotive proof
of concepts
to further validate
our hypothesis
Contact Us: Maddy@loomia.com

40. THANK YOU!