A monkey in your mailbox...

That's a catchy title right? Don't worry, we are talking digital monkeys.

Merry Christmas!

I've signed up with MailChimp to help streamline my workflow. That's a fancy way of saying, my blog will now send you an email if there is a new post and you've signed up for the mailing list. In the past, I've sent out "announcement" type emails separately. If you wanted blog content, then you had to (separately) visit the blog and/or sign up specifically for email updates.

Monkeys love email! Or so I hear. 

I hope this is a positive improvement, and I've merged those lists and now all updates will take the form of blog posts, which will get pushed to your email inbox automatically. Basically this saves me from managing multiple lists and trying to remember where I'm supposed to publish what information. It will also mean those of you on the mailing list will actually get emails from time to time :)

How will we know if it's working? This post (yes this very one) should trigger MailChimp to send you this post in an email at 6:00AM Pacific time tomorrow. You will not get an email if I have not posted any new content during the day. Of course if you have not already signed up on the mailing list you won't be getting any Christmas email from Prometheus Lights! If you feel left out, you can go here and get on the spankin' new mailing list :)

True North Knives now selling the Alpha Ready-Made

I'm excited to announce my first retail partner for the Alpha Ready-Made , True North Knives !

WIN: Prometheus Lights featured in FORTUNE?!

Yeah I know! Crazy right? Happy Thanksgiving to me! It sort of seems fake but here is the link and here is the screen shot (below). I keep checking the website just to make sure it's still here. The Alpha is also supposed to be featured in the iPad version of the actual magazine (but not the print version). I'd love it if any iPad subscribers could submit a screen shot or even just write in if you see it.

The Alpha is "techie" gadget #2 (of 6!)

I'd also love to capitalize on the momentum of this press and the best way to do that is through you, yes you dear reader, sharing the news through email, Facebook, Twitter, or anything else you can think of! Since I don't have an advertising budget, basically your good will is the only thing that will help me get the word out.

One last thing, if you are a Facebook user and haven't "liked" my home page yet, would you take 12 seconds and do it? Every little bit helps in this internet economy! This is me giving thanks to you: *thanks!*

Best credit card for small business?

Hi everyone,

So now that this is an official company, I'm looking to get a business card. This opens up a world dizzying possibilities. Any recommendations based on your experience? I think at this stage the bar for my actual "needs" is set pretty low. I don't have employees with cards, I don't travel a lot for work, and I don't have a fleet of vehicles that need gas. Mostly I need a credit card to put on file with my various suppliers. Thoughts?

It's official, Dark Sucks is now Prometheus Lights

Don't worry though. My tag line still says Dark Sucks! Thanks so much to everyone who voted. It makes my process a lot more fun and I hope you enjoy the fact that you get to participate in the creation of my venture.

I'm not going to post an image...because you can just look at the header of this page to see the winning logo/text combination. It was actually a pretty close race. In retrospect, it occurs to me that maybe the choices were just too similar, but hey, it's still a result :)

The paperwork for the name is still being processed but I thought I'd at least change the name on the blog to break in the new branding and see how it sits with me...and you. Thanks again!

New Name/Logo: I Need Your Vote! (only six days to vote)

Okay folks, this little project is in a time of transition. As you know, I just did a big overhaul on the website. You might not know that I'm on the edge of a big "all or nothing" marketing push. I'm going to be sending lights out to some big national magazines and top tier blogs. It's pretty hard to do that since I'm going to be flushing a bunch of lights down the toilet, but hopefully one or two will generate some badly needed big press. Yes, it's psychologically difficult to send out a bunch of my (very few) lights to someone who might just throw it in a drawer and never look at it again...but I know I need to suck it up and do it.

It's kind of like dating...hey, call me back...okay? 

Anyway, the last piece I need to put in place (immediately) is becoming a "real" company and incorporating a business. This also means I need a grown up name and a new logo. I was hoping to have you, dear public, pick my new name; but time is not on my side. So I bit the bullet and I'm going with "Prometheus Lights." I hope it doesn't suck...too late now anyway. In case you don't know, Prometheus is the Greek titan that stole the secret of fire from the gods and gave it to man. Of course he was severely punished for this but let's just ignore that part of the story for the moment. In Greek, the name also means "forethought" which seems appropriate in light of Wired Magazine's latest article on the future of LED lighting.

I was also hoping to have you, dear public, help me pick from a variety of logos I've been working on; but that pesky time thing is still a problem. I need to have all this sorted...say, in the next week. So, I spent a few days beating myself up about my lack of community engagement in the business design process, but here we are.

Click this image to see a full size version

What I need your help with now, is the final refinement! I've provided 4 versions for your viewing pleasure. Which one do you like the best?

Which combination of logo and text do you like the best?

Wired Magazine agrees with me: LEDs are the future

Check out the latest edition of Wired and their article on LED lighting. About time someone with sway picked up this story!  I don't know if this will have any effect on industry (or my business) but I have to imagine that greater public awareness can only help.

Wired must have some budget for cool photography: this image is from their article

Honestly I'm not sure why it's taking so long for companies with millions of dollars in development funds to make a decent LED light bulb. Liquid cooling is a pretty cool idea. That's one reason why the first flashlight I ever made was liquid filled. No, I'm not smart enough to come up with that on my own. My computer uses liquid cooling and there is a lot of research around "submersion cooling" of of power electronics.

One thing I am curious about is how they are keeping the liquid filled bulb from exploding when it heats up. I calculated that my liquid filled light would exert over 700PSI of pressure with each 10(F) rise in temperature. I had a couple of solutions to this but maybe I shouldn't share them yet. Hey "Switch", give me a call. I hear you are down the road. Anyway, the linked article below is worth a read.

"The future of light is the LED" -- Wired Magazine"

"Brett Sharenow is presidingover the Pepsi Challenge of lightbulbs. The CFO of Switch, a Silicon Valley startup, Sharenow has set himself up in a 20-by-20 booth at the back of the Pennsylvania Convention Center in Philadelphia, and he’s asking passersby to check out two identical white shades. Behind one hides a standard incandescent bulb, the familiar lighting technology that has gone largely unchanged since Thomas Edison invented it 132 years ago. Behind the other is a stunning, almost art- deco-style prototype that holds 10 LEDs and a secret fluid. It’s a liquid-cooled bulb, as radically different from Edison’s invention as anything that’s ever been screwed into a standard socket and, Sharenow hopes, the next big thing in the $30 billion lighting industry. The challenge: Can you tell which is which?"

The Economics of Purchasing

As consumers, we spend a lot of time looking at price tags but we don't spend very much time thinking about the cost of ownership. Perhaps because those costs lie in the future and we're not very good at visualizing something as abstract as five years from now. Perhaps it's because we just take the cost of ownership for granted. Do you think about how much gas you are going to buy over the life of the car? Do you think about how much your iPhone plan is going to cost you beyond the purchase of the phone? If you are like me...not really.

However, when you break it down, that doesn't make much sense. Just because you are paying less money "today" doesn't really make the price lower tomorrow. I've been thinking about this a lot. People often ask what makes a $200 light special? I think my new answer is going to be, "because it doesn't cost $1000." Let's take a look at the math.

pop quiz: 20 vs. 2,826...which one is smaller?

One lithium battery is good for about 300 charges. In the Alpha, that equates to about 471 hours of operation on the brightest setting. Think that $30 2D Maglite is a good deal? What if I told you it was going to cost you $283 in disposable batteries to get the same amount of use? Maybe you have an exotic light like the Surefire M3LT (400 lumens & $500.00) or the Fenix TK41 (630 lumens & $130.00). You better be willing to fork out over $2,500 over the life of the light (either one) to pay for the batteries you are going to use. $200 is starting to sound cheap isn't it?

"machined" finish light, what do you think?

So I've been doing a lot of "fancy" surface finishes but I do love a nice, raw machined finish. I've been playing around with the idea of offering this as a standard "retail" light that I will sell through other online and brick and mortar retailers. You'll still be able to buy the fancy finishes directly from me.

Raw machined body with flame colored titainum clip

I've also been considering having an outside machine shop make these lights in higher volume that is practical for me to make in my shop. Again, this version would only be available through other retail outlets. If you want to hear a little more about why, and see another photo, read on after the jump.

"I Recommend": G-Wizard Calculator (for machinists)

If you couldn't tell by the title--Warning: machinist's content & business content (if you are a machinist) after the jump

Okay, I have a notebook with a list of things I think are AWESOME. Most of the time I forget to write things down on that list, but I have a few and thought I'd start sharing them on my blog. These things aren't necessarily flashlight related, but if they apply to you, they will change your life. Bold claim eh? But I'm serious. I'm going to call this segment, "I Recommend..." I can't think of a better product to start with that Bob Warfield's G-Wizard machining calculator. It's like having a master machinist in your back pocket. Normally that would be really uncomfortable...but not with G-Wizard. You should really stop reading this and download the trial from this link right: here.

A perfect example of what the internet should be used for

From time to time I have an ah-ha moment when things suddenly become clear. This little piece of incredibly sophisticated software brought me one of those moments. The quick story: machinist and software engineer (Bob Warfield) decided one day to take on a little pet project, and G-Wizard is the result. First, this is what the power of the internet is all about. Second, it's well designed. Third, it's something every machine shop should have...especially small ones. I'll tackle those points in order, after the jump...so read on!

Tentative warranty policy...your thoughts?

I think it's about time to establish a more formal warranty policy for my lights and I'd like your feedback before I post it to the store. Many people participated in my first warranty thread and I've incorporated some of your feedback, some things I've learned while building the lights, and other manufacturer's policies. I want to make it as simple as possible, plain English, no fine print. Here goes:

The content is after the jump...

MC18-B full production run #1...out for plating

Quick update! I have sold out of my pre-production lights and I just dropped the next batch at Amex Plating. Hopefully they will be done by Wednesday and I'll start shipping production lights on Monday! I learned a few things and made some minor changes on this batch.

Production lights ready for EN (Electroless Nickel) Plating!

As I've mentioned, you should expect to see changes from batch to batch as the project progresses. This might be hard to get used to, but consider this: companies tend to come out with new products every year that have different features and improvements, whether we are talking about cars or iPhones. This timeline is largely due to the scale of business. In my case, since I do everything myself, my production is intentionally small and I can make changes as fast as I can think them up. My design and engineering cycles is measured in days, not months.

infotuners Question Answered!

infotuner said...
"how are you keeping track of all of the automated machining operations as well as manual operations, jigs and fixtures and setup steps, bill of materials, tooling requirements and most efficient order of operations, labor and materials budgets, and the like so that you will be able to do things such as: properly price your end products while accounting for and allocating all of your costs (so that you are not operating at a loss or break-even), making sure that you can remember how to replicate the work that you've done with one batch on subsequent production runs (so that you don't have to 'reinvent the wheel'), figuring out what operations are most "expensive" in time or effort or materials so that you can simplify or improve them, keeping track of suppliers and placing orders with sufficient lead times while optimizing economic order quantities, and so on."

Whew, that really illustrates the complexity well :) As such, there is no simple answer...but I'll give one anyway. Answer: Your tolerance for ambiguity will tell you how fine the teeth on your comb should be. It seems like you have a much better grasp on what is actually involved in implementing something than most people do. The first step in this process is to be aware of the scope. Little details like lead time and product availability can make things really hard. (See one of my previous posts). When you start implementing, even the most simple things get complicated quickly.

You have to work with what you've got

That said, if you try to control ALL of the complexity you will never have time to actually get anything done. It's a trap. You'll spend all your time connecting dots and filling out spread sheets when you should be getting dirty and getting experience. If you can, start small and ramp up. I think a lot of people make the mistake of trying to go big out of the chute. Unless you've done it before (or several times) you are just digging a really deep hole.

The next step is probably budgeting. Start with your big number (for example, your credit card limit) and start breaking it down into the component parts. At some point you should realize you are counting pennies when you ought to be counting dollars. Dial the resolution back as needed. As an individual, or even as a few people, you'll never have the resources to count all the pennies...if you want to get anything done. That probably sounds like bad financial advice, but you can't have both timely execution and perfect information because they are mutually exclusive since they both require time.

Bloy's question answered!

Bloy said...
"How many of these will you be making before you retool/progran and offer a second piece? What do you have in mind? Maybe a flex-head torch for increasing the range of usability? Or maybe an item completely remote from the first flashlights utilizing your skills? How will you be marketing these works-of-art?"

First, hi John! Excited to see a name from way back. Bloy had some really good threads on CNC Zone about getting his Shoptask machine set up. That was my first metal working machine.

Anyway, "how many will I make before making changes?" That will always be different. The lights might change from batch to batch or not change for several batches. I expect there will be more changes in the beginning. Fewer changes down the road...and then perhaps a big leap in a new direction.

The evolution of Coke...notice you only see the changes on the outside.
Coke, I forgive you for coming up with "New Coke." 

Now a lot of changes in the beginning might make people freak out. For example: you just bought a light and I made some improvement on the next batch and you would rather have that. Think of it this way, the same holds true for any product: cars, computers, cameras, books (new editions), bicycles, etc. We've been conditioned by the current market to think that changes should only take place, what, every year or so? We are "comfortable" with that particular time frame...but shorter starts to make us feel anxious. I have this feeling a lot, particularly when dealing with computers.

Cheryl's question answered!...with a question

cheryl said...

"One of my concerns is dependabiity, warranty and repair. Seeing that this is your first attempt at custom flashlight building, what assurances would we have that these light will perform as advertised? Being a one-man operation, I can foresee the possibility of you being overwhelmed if things don't go as planned. 

After reading your resume and accomplishments, I am quite impressed and have great confidence in your abilities. However, this endeavor of yours is monsterous and I would want a guarantee of the light's performance before I purchased."

So, I wrote a big long blabedy blah blog post in response. I deleted it. Let's try something different. What do YOU (as a customer) want the guarantee/warranty to be? That means anyone reading this by the way. Also, try and put yourself in my shoes: what do you think is sensible/reasonable to offer from a business standpoint?

Personally, I'd like my guarantee/warranty policy to be: "no reasonable request denied" I stole that line from Mark Dwight at Rickshaw Bagworks. I like it because it implies the company and the customer are in it together...not that the company is there to "serve" the customer.

I've spent a lot of time thinking about this one and it's a hard answer. It's also the kind of issue where consumers and businesses often find themselves at odds. One of the reasons I'm writing this blog and speaking in the first person is that I represent myself...and I'm trying to manage expectations. You are right, this is a one man operation and I hope my customers will relate to me as an individual and not like a faceless corporation. I'm also a little old fashioned in the keep your word, do your best, deal on a handshake kind of way. I want to attract like minded customers.

A couple more thoughts after the jump but PLEASE WEIGH IN ON THIS ONE !!! :)

DtD Update: Supply chain woes

Hey everyone. Here is a little hiccup: the company I buy my LED drivers from is out of stock till at least mid-March. After completing my pre-production run of 19 lights...I used up all the drivers I had on hand. This was basically a "proving out" run to make sure the plating process worked like I planned, check clearances/fitment, and see how the different surfaces finishes turned out.

I'm starting on my first production run of 20 lights that will be serial numbers 1-20. I should have all the machining done and the next batch off to the plating company by the end of the week...but I'm basically sitting on my hands till I get more drivers.

My bench during the pre-production build out

This is both a common sense and a new business issue. Instead of ordering what I need for the next batch, I've taken note and (though I can't afford it because I don't have the cash flow from sales) ordered a bunch of supplies that I'll need to get through the next 50 lights or so: LED's, batteries, chargers, optics, switches, wire, and rubber switch covers. Things that take time to get delivered or things that I'm not confident will be in stock.

To add to the fun, the aspheric lenses I've been using have been out of stock for about two months. I'm trying to find of if "out of stock" is a permanent condition or not. Fortunately I have a stable supply of LEDs and Boom reflectors...but I have to order them from Austraila which takes about two weeks. :)

Behind the scenes: site statistics

Hi folks, so I hope that from time to time I can show you some behind the scenes stuff that companies don't think about showing the public, or even things that are considered "confidential and proprietary." My plan is to be as transparent as possible for fun, educational purposes, and so you can get a sense of what starting your own venture feels like. (hint: right now it feels scary/fun/easy/impossible) This is no big deal but here is a brief look at my web stats since I launched the blog.

Blogger's web stats or good but if you install Google Analytics...even better

In many ways the number of visits and pageviews is comically low. I would like to say this image is "tad" dated and I'm up to about 5,700 page views as of today. See, I have a complex about showing you my page views...but I'll press on. I keep telling myself that 5,000 is a lot more than zero :)

Erik's question answered

Erik E said...
"Jason, What do you see as the "opportunity space" in this (lighting) market? Both in terms of "un-met user needs" and emerging "technological affordances" that are expanding the bounds of the possible?
It looks like you are pushing into both these areas. If you had greater resources, what additional capabilities would you like to have so you could develop further into the leading edge of this space?"

Hey Erik, I guess I've already answered some of your questions tangentially in other posts. However, I think an opportunity exists because of the combination of "unmet user needs" and "technological affordances." In other words, the technology is making it possible to meet new user needs.

Everything is a matter of perspective. Sometimes not having the technology makes it hard to see needs which that unknown (or simply new) technology might address. Take cars for example; when they first appeared on the road a lot of people were still asking, "why would you need to travel faster than a train or horse?" Just three or four years ago it was unfathomable that a single LED could produce over 750 lumens, let alone a small hand held light. I think we are just beginning to understand the possibilities.

The next factor, from an economic standpoint, is the cost/availability of that technology. Many markets follow the "sweet spot" example I'll give, and the LED lighting market is now in the sweet spot...in my opinion. They easiest example is the cell phone. There was a tipping point, in the past, that allowed the cell phone to become mainstream. I attribute this to the pure economics of, not only the final consumer cost, but the cost of the ancillary resources required to support the final product...network capacity, battery energy density, individual mobility, the internet, etc.

Kathryn's question answered!

Kathryn said...

"What are your adjacent markets? Do you plan on only doing flashlights even a few years out? Will you be expanding into other markets like theater lighting?"

The blanket answer to all of your questions is, "Who knows?" Okay, I actually have better answers for that...my adjacent markets. Honestly, anything that requires a light source. Some obvious choices are specialty applications like dive lights, bike lights, head lamps, and other standard stuff. Probably some money to be made there, but there is also a lot of competition.

This is a smart-alecky graphical answer to the question of horizontal markets...
but take a look at the larger image. It's actually incredibly fascinating. For one,
take note of China's population and how little lighting there is. 

I'm more financially and philosophically interested in markets that have relatively low competition in the LED space: fixed outdoor lighting, interior lighting, industrial lighting, marine lighting, automotive lighting, and as you suggest, theatrical lighting. For me, the flashlight market is a strategic entry point into the market pictured in the photo above.

Kate's question answered!

WARNING: DESIGN STRATEGY CONTENT
katerw said...
"Who is your customer? Or customers? Have you profiled/interviewed the type of person you imagine using your product?"

To answer your last question first: yes and no.

The "yes" side actually explains why I got into this in the first place. The short version: about nine months ago I started working on an old project for a canister-style dive light targeted at the commercial/military/technical diving community. In order to get familiar with the in's and out's of light design and manufacturing I came up with a small prototype light. I started showing it to people and the response was almost universal: "Holy smokes, that is incredible, can I buy one?!"

Virtually no one has ever seen anything so bright in such a small package. I decided to go where the interest was and abandon dive lights (for the time being) and decided to focus on small hand held lights for every day use. I normally work on super niche products, so excitement from the general public was pretty catalyzing. That response is a lot more rewarding than the usual, "errr....riiiiight....that sounds nice." If it's dark out I don't even have to give a "product pitch," I just push a button on the end of this cylinder thingy.

This is the light that got everything started

On the "no" side, my research has not been extensive and I don't have a ton of resources at my disposal. Any individual starting a business is in the same position. This is a significant factor in my decision to start the blog in the first place. In order to be efficient, I decided to try and bring people to me instead of seeking them out one by one. I hope to attract a user community that will help me understand the market, new technologies, and user needs on an ongoing basis.