Profile:
Keith Johnson: Managing Director
GoinGreen
FAST FACTS
Position: Managing Director
Company: GoinGreen
Business: Electric car retailer
Location: London
Number of cars sold: 600
First car sold: April 2004
Number of employees: 13
Website: www.goingreen.co.uk
HOW DID GOINGREEN START?
The two founders saw an electric car prototype in India in 2002 and thought that it would really take off in London. They felt it was an opportunity to pursue their social conscience and give something back to the environment.
WHAT’S ITS UNIQUE SELLING POINT?
The G-Wiz is the first affordable, emission-free car. GoinGreen buys and sells direct so we don’t spend a lot on renting a showroom and we don’t do any advertising. Traditionally car retailing is about spending lots of money on advertising whereas our model is to rely on word of mouth – which has been very effective so far.
HOW DID THE BUSINESS GROW?
We started from a zero base but we’ve had some success. In the early stages we made a very conscious decision to focus our PR efforts on lifestyle and environmental journalism, and it has paid off. The G-Wiz is now the world’s best-selling electric car and London is the electric car capital of the world. There are four million new cars purchased every year in the UK and we’ve currently got less than one per cent of that market, so we’ve got a long way to go.
DID YOU THINK IT WOULD BE A SUCCESS?
It always felt very strange to us that the car industry didn’t seem to be interested in doing much about the issues of pollution and global warming. Right from the start we knew we were ahead of the times. We always believed in the technology and that the market would one day come to us.
WHAT TECHNOLOGY HAVE YOU USED TO IMPROVE THE WAY YOU DO BUSINESS?
We trade purely through our website – which we're currently enhancing – so it's easier for our customers to reach us and it’s a more efficient, cost-effective business model as well. Visitors to the site can find out about the G-Wiz, book a test drive and buy one.
WHAT DO YOU THINK IS THE KEY TO BEING A SUCCESSFUL ENTREPRENEUR?
I think you need to have a very clear vision of where you are taking the business. You have to know what you stand for and clearly identify your values. Then it’s about employing people who share those values.
WHAT’S NEXT FOR THE G-WIZ?
We’re working with our manufacturer to develop new technology and we’re hoping to bring a new model onto the market in 2007. As battery technology improves there will be more power available so we’re looking into cars that will go further and faster.
5 Top tips
1 Don’t be scared
2 Find a mentor who has been there before
3 Be clear about your vision and your values
4 Watch the cash carefully
5 The point when you’re about to give up is the point when you’ve almost made it
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