Latest / BREAK/FIX the Motorsports & Vehicle Enthusiast Variety Show / AutoBio: Giving Your Car a Voice in the Digital Age

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AutoBio: Giving Your Car a Voice in the Digital Age · BREAK/FIX the Motorsports & Vehicle Enthusiast Variety Show

• 0:00
  BreakFix podcast is all about capturing the living history of people from
• 0:04
  all over the autosphere, from wrench turners and racers to artists, authors,
• 0:09
  designers, and everything in between.
• 0:11
  Our goal is to inspire a new generation of petrolheads that wonder How did they
• 0:17
  get that job or become that person?
• 0:19
  The road to success is paved by all of us because everyone has a story.
• 0:27
  Have you ever wondered what kind of story your vehicle could tell?
• 0:30
  If it could tell its own story?
• 0:32
  Seems a bit like sci fi, right?
• 0:35
  But with today's technology, we can actually achieve this dream.
• 0:38
  Whoa, we're not going on some eighties inspired Knight Rider fever dream.
• 0:42
  Are we talking cars?
• 0:44
  What are you on about?
• 0:45
  No, Brad, even better.
• 0:46
  Tonight's episode is about the next big thing to hit collector
• 0:50
  vehicles since Leno's Garage.
• 0:52
  AutoBio is the only on vehicle platform of its kind to tell your
• 0:57
  vehicle story anytime, anywhere.
• 0:59
  Using encoded technology, it allows you to be one of millions of enthusiasts
• 1:04
  who can tag, tell, and share your car's story quickly and easily.
• 1:09
  And with us tonight are AutoBio founders, Paul and Katie Ruprai,
• 1:13
  to explain how it all works.
• 1:15
  So welcome to BreakFix.
• 1:17
  Thanks guys, awesome to be here.
• 1:18
  So before we jump into the technicalities of AutoBio, let's talk
• 1:23
  about your Petrelhead origin stories.
• 1:25
  Tell us the who, what, where, and when, how you guys got into the hobby
• 1:29
  and what gets you so excited about it?
• 1:31
  Gosh, well, I think for me, it's like most guys, goes back to the garage
• 1:35
  and the dad and, you know, holding the wrenches and, Doing all that good stuff.
• 1:38
  And, you know, back in the seventies, when I was growing up in Milwaukee,
• 1:42
  Wisconsin, I, I know my dad was just wrenching on everything that he had.
• 1:45
  He was an engineer, so there was nothing that he couldn't do or couldn't fix.
• 1:49
  And I just picked up, you know, kind of a love of being around cars
• 1:51
  and just that idea that you can actually change something or tweak
• 1:54
  something and actually get a result.
• 1:56
  And then from there, we watched all the shows when I was growing up.
• 1:58
  Knight Rider, absolute fan of Knight Rider.
• 2:01
  Before that was Duke's a hazard, right?
• 2:03
  I mean, generally that was pretty bad ass car.
• 2:05
  And then I just went to all the shows and everything like do
• 2:07
  with my dad when I was a kid.
• 2:08
  So growing up, doing all that.
• 2:10
  And then when I was in high school, my graduation gift was, you know,
• 2:13
  spend some time on the track.
• 2:14
  So I got a chance for a weekend up at road America, but you know, Hey, dream
• 2:18
  job would be to be a racer for sure.
• 2:20
  That was always my dream job growing up.
• 2:22
  And when I got that gift for my dad to go rip his car on the track for a weekend.
• 2:27
  That just sealed the deal for the rest of my life.
• 2:29
  I'll hold true to that.
• 2:30
  Despite all the corporate jobs and the endless stuff that I had to deal with in
• 2:33
  my career, now, at least I get to live vicariously through all these stories.
• 2:36
  So that's pretty cool.
• 2:37
  So Katie, do you come by way of this through blood or by marriage?
• 2:41
  A little bit of both.
• 2:41
  Actually, I grew up outside of Detroit.
• 2:44
  Both of my grandfathers were in the automotive industry, worked for
• 2:48
  General Motors and for Spark Plugs.
• 2:50
  You live in Detroit.
• 2:51
  It's in you, you know what I mean?
• 2:52
  It's just part of what you do.
• 2:53
  But I really married motor sports when I married Paul, because that's when I got
• 2:58
  to know kind of the fun side of things.
• 3:00
  Paul took me to my very first car show, which was a British car club and in a
• 3:04
  local group, and I was pretty hooked.
• 3:06
  I don't have the knowledge and the repertoire that you
• 3:09
  guys do, but I can hang.
• 3:11
  I mean, I, I like to just get in there and talk with people and hear what they have
• 3:16
  to say, and I just think it's super fun.
• 3:17
  So there was a connection though, early on, before we got married, we.
• 3:21
  Both were traveling to Chicago for work.
• 3:23
  We had a rental car, got a flat tire on the side of one of the highways, and we
• 3:26
  needed to get to the airport in no time.
• 3:28
  And it was raining.
• 3:29
  It was cold.
• 3:30
  We looked at each other and jumped out of the car and she like instantly know
• 3:33
  how to go to change the tire mode, which kind of sealed the deal for me.
• 3:37
  I was like, all right, this woman can, uh, change the tire.
• 3:39
  This is a really good start.
• 3:41
  14 years later.
• 3:42
  I don't think we've ever changed a tire since.
• 3:44
  So I actually don't think we have, but we should tell everyone what I was driving
• 3:48
  when you first met me, which is kind of part of our, our history as well.
• 3:52
  So a thing you should know is I actually don't care what I drive.
• 3:55
  If it gets me there, I'm good.
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  So I'm really not that picky.
• 3:59
  When I met Paul, I was driving.
• 4:01
  A 1989 Chrysler New Yorker.
• 4:03
  Can we picture it?
• 4:04
  I mean, you got it in your mind, right?
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  I've driven one of those.
• 4:08
  So I was like a 20 something young professional driving that car.
• 4:12
  Your grandfather's car, right?
• 4:15
  That's the excuse.
• 4:18
  And Paul was like, what are you doing?
• 4:21
  And it didn't get out of third gear.
• 4:23
  So we managed to get it over to like the CarMax and he traded it in.
• 4:26
  Well, it had a short life after I met Paul.
• 4:28
  It actually just really kind of crapped out, and I was like,
• 4:31
  well, it must have been a sign I was ready to upgrade my life.
• 4:34
  You know, we don't often get couples on this show, so it might be time to ask
• 4:38
  one of our first Pit Stop questions, which is between the two of you, Can you
• 4:43
  agree on the sexiest car of all time?
• 4:46
  Yeah, that'll be easy because I'll just look at Paul and
• 4:48
  be like, what do you think?
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  Well, that answers the three car garage question too.
• 4:54
  Yes.
• 4:54
  Yes.
• 4:55
  Wow.
• 4:55
  Okay.
• 4:56
  Um, I'm going to pick one that I know we both would love Ferrari Dino.
• 4:59
  Yeah.
• 4:59
  Yes.
• 5:00
  Agree.
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  Agree.
• 5:01
  Yeah.
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  And I would throw in there.
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  I don't know if this is of all time, cause that's a pretty big bar
• 5:06
  to set, but I would throw in there maybe like a 60s or 70s Corvette.
• 5:10
  Just for something a little classic.
• 5:11
  Okay.
• 5:12
  Convertible?
• 5:13
  Uh, no.
• 5:14
  No.
• 5:15
  He's like thinking he's like no wrong answer.
• 5:16
  No.
• 5:17
  Split window though.
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  She upped the ante on you.
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  It's gotta be a split.
• 5:21
  Yeah.
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  We can race.
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  I'll take the Dino out.
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  It becomes like an episode of the Persuaders.
• 5:27
  The Aston versus the Dino.
• 5:28
  Yes.
• 5:29
  That's right.
• 5:29
  So the flip side of that question is always pretty obvious.
• 5:32
  Right, Brad?
• 5:33
  Oh, yeah.
• 5:33
  What is the ugliest car of all time?
• 5:35
  I'm kind of going with that.
• 5:37
  Christ.
• 5:40
  Yeah.
• 5:41
  Three box design on that one.
• 5:42
  Not too hard to draw the New Yorker from the 80s.
• 5:44
  That's for sure.
• 5:46
  So let's jump back in the timeline.
• 5:47
  You guys have been together for a decade and a half now,
• 5:51
  somewhere in this love story.
• 5:53
  You got the idea to start Autobio.
• 5:55
  So how was that formed?
• 5:57
  How was that founded?
• 5:58
  What was the inspiration?
• 5:59
  Let's see, I was in Stuttgart on business and had a chance
• 6:02
  to go to the Porsche Museum.
• 6:04
  This was back in 2017 and ran through there with a couple hours to
• 6:07
  spare, taking pictures as we do of all the cars and all the placards.
• 6:11
  and trying to share those with friends back home.
• 6:13
  It was just a colossal mess to try and organize all that.
• 6:15
  And I actually had that thought at that time, somebody should just make something
• 6:19
  that goes in the window of the car that you can just take your phone out and
• 6:22
  scan it and take the stories with you.
• 6:24
  That was kind of the seed of the idea, but I don't think I mentioned
• 6:27
  it until late 2019 to Katie and one of her uncles who was a collector.
• 6:30
  That might've been the first idea I'd come home with that she kind
• 6:33
  of said, yeah, that's not too bad.
• 6:35
  For entrepreneurial stuff, none of them have really gotten off the
• 6:39
  ground, but that was late 2019.
• 6:40
  And then the pandemic hit and it was like, well, what are we
• 6:43
  going to do with our time now?
• 6:44
  We just decided to go for it quite honestly.
• 6:47
  And there was really nothing in the market that was like it.
• 6:49
  Katie's classically marketing trained and thought about it
• 6:52
  from the consumer standpoint.
• 6:53
  It kind of met a really good test at that point in time, in my opinion,
• 6:56
  because you've got somebody who's.
• 6:57
  Been around cars, but isn't really a car person dyed in the wool who goes, yeah,
• 7:02
  no, that light bulb makes a lot of sense.
• 7:04
  We spent the better part of a year really building out the idea and
• 7:09
  finding the people that could build the platform and finding the people
• 7:11
  that could build our tags, filing for patents, doing all that stuff.
• 7:14
  And then it all came together right around Mid 2021 is when we launched.
• 7:18
  Mid 2020 is when we actually started working on the idea.
• 7:21
  Paul is a serial inventor.
• 7:23
  And so throughout the years he's come to me with a lot of ideas.
• 7:25
  What about this?
• 7:26
  What about that?
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  And my litmus test is always, does the world need that though?
• 7:30
  Does anyone care?
• 7:31
  Because then you got to turn around and make people care about it.
• 7:34
  But when he came to me with this, I was like, That's very interesting
• 7:37
  because you just can immediately see the need for it and see how people
• 7:41
  would use it in a variety of ways.
• 7:43
  And so, yeah, I said, green light, go, let's do it.
• 7:46
  And let's not stop until we've really done it.
• 7:48
  But I thought for sure we would run into somebody who has already done this.
• 7:52
  To be honest with you.
• 7:53
  So we did a lot, a lot, a lot of research in there thinking that that
• 7:56
  was going to turn up and there's nothing like it on the market, which made
• 7:59
  us, you know, even more keep going, you know, keep driving this thing.
• 8:03
  It was kind of interesting that, you know, as an entrepreneur who has a vision,
• 8:06
  has an idea, when you're on the backside of it, and it actually exists, it's,
• 8:11
  Cause you're like, how did that happen?
• 8:13
  You know, how did all those perfect moments happen where it all just kind
• 8:16
  of fell into place because there were a lot of barriers that came up along the
• 8:18
  way, you know, people telling us, Oh, we can't get the technology to do what you
• 8:21
  want to do, and we can't fire off a new webpage every time, you know, a tag gets
• 8:24
  registered and all this kind of stuff, but also the biggest complexity and all that
• 8:28
  was the fact that we never met any of our vendors in person during the pandemic.
• 8:32
  So we're working with people on both coasts and everywhere in between.
• 8:36
  Can you trust somebody?
• 8:37
  You never really met them, you know, are they going to just
• 8:39
  kind of take the money and run?
• 8:40
  I mean, all these things that have happened along the way and, you
• 8:43
  know, sure enough, perfect storm, it all kind of fell into place.
• 8:46
  And the next thing you knew we were standing at Amelia Island in
• 8:48
  2021, we grabbed their last tent to actually launch the product there just
• 8:54
  happened to be the next big car show.
• 8:55
  I remember we had kind of that pinch me moment where we're
• 8:57
  like, holy cow, we did it.
• 8:58
  You know, now what happens, you know, we had a really nice reception that time
• 9:01
  and things just kind of built from there.
• 9:03
  So I guess your thought about will anybody care?
• 9:06
  We quickly got some validation around that, which was awesome.
• 9:09
  So what was the first car to get a tag?
• 9:11
  The first car to get a tag was, it was probably a Trans Am actually.
• 9:16
  There's quite a few Trans Ams on there, which is great.
• 9:18
  Cause that was one of my favorite childhood cars too.
• 9:20
  And then shortly thereafter, it was really interesting to see first cars
• 9:24
  that came on really span the gamut.
• 9:25
  We had Muscle cars, we had really high end Mercedes, we had a ton of Mustangs
• 9:30
  that came on board, bunch of Corvettes.
• 9:32
  And then we started seeing like the hot rotting kind of guys get it.
• 9:35
  And then people started using it to list all their mods.
• 9:38
  So we even had 20 somethings driving around, you know,
• 9:41
  whatever that they've souped up.
• 9:42
  It's really just kind of exploded from there.
• 9:44
  We always like to say, we don't care what you drive.
• 9:46
  We don't even care if it runs.
• 9:47
  Yes.
• 9:47
  Probably got a story, you know, you might as well tell it with a tag.
• 9:51
  So how many cars in the system now?
• 9:53
  Over a thousand tags out there.
• 9:54
  And there's some collectors out there.
• 9:55
  We've got one that's got like 35 cars on there.
• 9:58
  We just closed a deal today with another museum.
• 10:01
  It's got 65 cars.
• 10:02
  So they're going to get their whole collection tagged.
• 10:04
  And then there's, you know, there's guys like you and me, who've got
• 10:07
  one car that they absolutely love.
• 10:08
  That's the one that's tagged.
• 10:09
  So I like how you mentioned that with the museums bringing in the 65 cars
• 10:13
  because that's your original use case.
• 10:14
  And I love the fact that in today's world where things are a little bit
• 10:19
  more automated or maybe we could say impersonal, it's nice to go to the
• 10:23
  Porsche museum or whatever museum and be able to scan a car and then have the
• 10:27
  information right there in front of you.
• 10:29
  Translated into your language of choice.
• 10:31
  Let's say things like that.
• 10:32
  So that takes away maybe having that docent or that more personal
• 10:36
  experience, which you can still get.
• 10:37
  But this way, you're not kind of going.
• 10:38
  Well, I wish I knew that this was more than just a 9 11, you know,
• 10:42
  so that that is kind of nice.
• 10:43
  So that initial use case and we're going to talk about it more as
• 10:46
  we go along here can be exploded into so many different things.
• 10:50
  Exactly.
• 10:50
  And, you know, I just remember having this vision, like, thinking about it being on
• 10:53
  the other side of the development of it.
• 10:54
  It exists today, what my vision was in my head when I walked through that Porsche
• 10:58
  Museum, where I could go down the line and tap all these tags, because you can
• 11:01
  either tap it or you can scan the QR.
• 11:03
  It's got NFC in it as well.
• 11:04
  And then all those history, kind of like little digital baseball cards on my
• 11:08
  phone, so I can look at them at leisure.
• 11:09
  I can share them with friends.
• 11:11
  I can save them to my virtual collection so I can have a digital
• 11:14
  garage, all that kind of stuff.
• 11:15
  And that exists today, which again, it was one of those weird things.
• 11:18
  I'm sure there's plenty of other entrepreneurs out there who you
• 11:20
  kind of light bulb goes off and you just see the vision and maybe
• 11:23
  don't act on it for whatever reason.
• 11:25
  Then whatever years later, there it is.
• 11:27
  And it looks just like what you'd envisioned the whole times.
• 11:30
  So are you guys still the only ones on the scene or have other
• 11:32
  people jumped on the bandwagon?
• 11:34
  Suddenly?
• 11:34
  Yeah, it's just us.
• 11:35
  There's no competitor out there yet that we know of.
• 11:37
  There's been others who have tried various aspects of it, but no one who has done
• 11:42
  what ours does, which is a physical product on the car, which links to the
• 11:48
  digital life of a car lover, right?
• 11:50
  And I think that that's a really important insight is that in the
• 11:52
  motorsports world, you live in two worlds.
• 11:55
  You live online because you've got so much going on online, whether it's
• 11:58
  auction houses or just research or buddies swapping stories, but then
• 12:02
  you also have a physical product.
• 12:03
  Physical activity, you're going to a track, you're going to a
• 12:06
  show, you're going to a meetup.
• 12:07
  And so what we've really done is kind of bridge those two worlds
• 12:10
  so that they can flow seamlessly.
• 12:12
  Wherever you are, you can share your story and that allows you to talk with
• 12:16
  people and take the story with you.
• 12:17
  Probably the closest thing to it right now is the Instagram
• 12:20
  handle on the side of the car.
• 12:21
  Yeah.
• 12:22
  Where, where you can just bridge that digital and physical world.
• 12:24
  And that's cool, you know, for people that use Instagram, but not everybody does.
• 12:28
  Enthusiasts have different elements to their story.
• 12:29
  They've got maybe a social media element.
• 12:31
  Maybe they've got the history that's in their head.
• 12:33
  They've got the pictures that they've taken, you know,
• 12:35
  last weekend or just today.
• 12:36
  This at least on our platform allows you to put all of it together in one spot.
• 12:40
  And I think what we hear a lot about frustrates people about trying to
• 12:44
  record or keep track of their automotive life on Instagram is yes, you've got
• 12:49
  your feed, but then you've got like, wait, where was that one photo that
• 12:52
  I'm scrolling through trying to find?
• 12:54
  I was at that track the one time.
• 12:56
  And so.
• 12:57
  It doesn't really save your highlights in a good way, and it doesn't allow you
• 13:00
  to tell a story in a chronological order.
• 13:03
  So we always encourage people, yes, still do that.
• 13:05
  You're going to keep your social media, you're not going away from that, but you
• 13:08
  can link all that to your autobio, and then just go straight to your autobio
• 13:12
  profile, and it'll have your favorite photos right there, and it'll have
• 13:17
  your story kind of all neatly laid out.
• 13:18
  So we find that people really do want to do both of those things.
• 13:21
  Well, we've already kind of touched on who this is for.
• 13:24
  You said cars, I'm assuming trucks, you know, anything people collect.
• 13:27
  Anybody in the boating enthusiasts or motorcycles?
• 13:30
  I'm assuming it's small enough that it could fit on a motorcycle windshield.
• 13:33
  Boats have windshield.
• 13:34
  I mean, also, what about ease of use?
• 13:36
  I know a lot of people in the collector car world, unfortunately,
• 13:38
  are technologically adverse.
• 13:40
  So how are you helping them?
• 13:42
  In terms of other uses, like boats, I've got a friend of
• 13:45
  mine who's got it on a sailboat.
• 13:46
  We've got a couple of planes on there.
• 13:48
  Actually, one guy that's got this really amazing 1940s Waco.
• 13:51
  It's a biplane.
• 13:51
  I've seen the plane before, and I know that it's got like 135 page
• 13:55
  document that he pulls out of an air show in Northern California, people
• 13:59
  page through it, but then there's also like, Hey, you can join the 21st
• 14:02
  century and put all that up on a tag.
• 14:04
  We've built him like a custom decal for the front of the engine
• 14:07
  sits kind of close to the engine.
• 14:09
  So when the plane is parked, you can walk up and scan the tag and
• 14:12
  there's 135 pages on your phone.
• 14:15
  Now you mentioned motorcycles.
• 14:16
  Yeah, for sure.
• 14:17
  In fact, the museum we talked to today, it's a dealership chain that's in
• 14:21
  our local area that has a museum and they're buying a motorcycle dealership.
• 14:25
  And that's coming with like, like you said, like 15 or 20.
• 14:28
  Like old Ducatis and kind of old, um, cafe racers and whatnot.
• 14:33
  And they're actually interested in putting them on motorcycles too, which is great.
• 14:36
  So you can put it on just about anything.
• 14:39
  We have a couple of campers on the site, believe it or not.
• 14:41
  People that are like, Hey, I can use this to document kind of my journey.
• 14:45
  So I can put on pictures and I can put captions in those pictures
• 14:49
  from when I went on vacation.
• 14:50
  Rocky mountains 2022, but they actually have also contacted us to get a blow
• 14:54
  up of their QR code to put on their tire cover on the back of the camper.
• 14:59
  And so rather than that map that we all like used to see back in
• 15:02
  like the 70s and 80s, you put the sticker on where you've been.
• 15:04
  They're just like, Hey, scan my QR and you'll see where I've been.
• 15:07
  So it's kind of cool.
• 15:08
  We had someone last year who put one on a golf cart because
• 15:11
  the golf cart had a great story.
• 15:12
  Sure enough.
• 15:13
  We also do other applications for people.
• 15:15
  Sometimes if you run into a motorcycle that doesn't have enough
• 15:18
  tire cover, Space or doesn't have a windshield for that matter.
• 15:20
  We'd get creative sometimes about where you can put it in a hang tag
• 15:24
  or a plaque or something like that.
• 15:25
  So sometimes your story can live, but it doesn't have to live on the windshields.
• 15:29
  Say I run into a car enthusiast and he's got the same car at
• 15:32
  the grocery store parking lot.
• 15:33
  But I don't have my car with me.
• 15:35
  I'm driving the grocery getter, but I want to badly talk to this guy and
• 15:38
  prove, Hey, I got one of those too.
• 15:40
  Here's my key chain with my QR code.
• 15:42
  Yeah, we could do it.
• 15:43
  Katie did a t shirt the other day for a guy who shows is actually
• 15:46
  a trans am off quite a bit.
• 15:48
  He goes to shows.
• 15:49
  And so he now has his own custom one of one t shirt with his own
• 15:52
  autobiography are in the back of it.
• 15:54
  So when he walks around shows, people are just.
• 15:56
  Grabbing his story as he walks, which is kind of fun.
• 15:58
  One of the things that it does for people that have multiple vehicles, it'll auto
• 16:02
  catalog them all under your username and there's an individual URL for that.
• 16:06
  So we can build a custom QR for that.
• 16:08
  And like guys know those like challenge coins that military folks carry around.
• 16:11
  So you can laser etch a blank with a QR code.
• 16:14
  And now that person can have that in their pocket, pull it out.
• 16:17
  And you know, you scan my.
• 16:18
  QR and you can see my whole collection.
• 16:20
  So I guess for showing to friends and kind of like a brag tag
• 16:23
  moment point being, yeah, we can put it on just about anything.
• 16:26
  Brad, your second question was a great one about how are we integrating
• 16:29
  this technology with older clientele?
• 16:32
  That's frequent in the hobby, quite honestly, and very valuable.
• 16:35
  I mean, because they have so much information, you know, that we all want
• 16:39
  to know and that we all want to preserve.
• 16:41
  One thing we do is we work a lot with people one on one when they need it.
• 16:44
  And so some of our most gratifying customer moments, I think have been when
• 16:47
  we've been working with someone and then we walk them through it and show them
• 16:51
  how it works and they go, that's so easy.
• 16:54
  I get it.
• 16:54
  You know, like they really have that realization moment that yeah, I can do
• 16:58
  this and this wasn't as hard as I thought.
• 17:00
  So.
• 17:01
  We've had that quite honestly with people that span the ages though.
• 17:04
  I mean, like people constantly tell us, Oh, that was way easier than I thought.
• 17:08
  Or it was very user friendly, which is intuitive.
• 17:10
  We've made the program that way so that it's kind of a plug and play situation.
• 17:14
  Yeah.
• 17:14
  It's really like a fill in the blank.
• 17:15
  So Katie will describe it to people when we're standing there
• 17:18
  at a show or something like, Oh, I just don't do technology.
• 17:20
  And she's like, well, can you fill in a form online?
• 17:22
  Well, yeah.
• 17:23
  Okay.
• 17:24
  Well, then you can build an auto biotech.
• 17:25
  I mean, it's that simple.
• 17:26
  Yeah.
• 17:27
  So we do try.
• 17:27
  Yeah.
• 17:28
  We do try to explain it to people that way.
• 17:30
  Make no mistake.
• 17:30
  There are people that are just like, no, not for me.
• 17:32
  Cause I'm just never going to do that.
• 17:34
  I'm never going to fill that in.
• 17:35
  Or if you walk up to me at a show and you have a flip phone, like
• 17:39
  we're probably not continuing the conversation, which is fine.
• 17:42
  I mean, you're still cool, but I, I can't sell you a tech, so, but those are the
• 17:46
  people that actually like to talk to other people and have those conversations.
• 17:51
  You know, we've got the resident mountain man that can talk your ear off
• 17:54
  for hours and hours and days and days.
• 17:57
  Those are the people that enjoy that aspect of it.
• 17:59
  But for me, I'm always in a hurry.
• 18:01
  I'm kind of an introvert.
• 18:02
  I want to learn about your car, but I don't, I don't want to talk to you.
• 18:04
  I just wanted to learn about your car.
• 18:07
  That's me.
• 18:07
  So this sounds like something perfect that I'd want to, you know, Oh, I just
• 18:10
  woke up, scan your car and walk away.
• 18:12
  Perfect.
• 18:12
  We don't have to be awkward around each other.
• 18:15
  I don't have to interrupt your conversation.
• 18:16
  You don't have to get out of your lawn chair, like whatever it is.
• 18:19
  Yeah.
• 18:20
  Yeah.
• 18:20
  We, we have a funny kind of insight that it's like 10 a.
• 18:22
  m.
• 18:23
  at Saturday morning car show.
• 18:24
  And you're done telling the story, point to the tag and tell people to scan it.
• 18:27
  Hey, take the story with you and you don't have to get out of your lawn chair.
• 18:30
  I have a question for you, Eric.
• 18:32
  You built an auto biotech recently.
• 18:35
  How was that experience?
• 18:36
  So I found it to be really easy.
• 18:38
  It sort of just walked me through the process.
• 18:40
  Step one, step two, step three.
• 18:42
  I thought it was funny that I got stumped a couple of times where it
• 18:45
  was like, what's the weight of my car.
• 18:47
  I had to go look it up like on Edmonds or somewhere else.
• 18:49
  Cause like, I don't remember knew my mileage.
• 18:51
  I actually had my dino sheet.
• 18:53
  So I knew my numbers.
• 18:54
  You know, that kind of stuff.
• 18:55
  I had to look up my length.
• 18:56
  I love the question about condition.
• 18:58
  I put low because that was a good answer.
• 19:00
  Right.
• 19:00
  I didn't know what to put.
• 19:01
  So some of it's like, yeah, I need to refine it.
• 19:03
  I need to go back later.
• 19:04
  You know, things like that.
• 19:05
  Uploading the pictures was really straightforward.
• 19:08
  I did it on my computer rather than on my phone.
• 19:10
  So I don't know what the.
• 19:12
  But on the desktop, I can't imagine it's too different, but the end
• 19:15
  result was great once I kind of got it up and I looked at it from
• 19:19
  the person viewer side of it.
• 19:21
  It was immediately up on the front page.
• 19:23
  I was like, that's cool because I didn't know if I was going
• 19:25
  to get buried somewhere.
• 19:26
  Like, Oh, you got a Volkswagen.
• 19:27
  You're on like page 57, you know, cause you got to get all the
• 19:30
  way to the bees sort of deal.
• 19:32
  It worked out great.
• 19:33
  I mean, I really like it.
• 19:34
  I like the way it feels.
• 19:35
  I need to go back and personally refine my profile a little bit more, upload some
• 19:40
  different pictures and stuff like that.
• 19:41
  Again, I put it together because I just wanted to know how it worked.
• 19:44
  But other than that, it was great.
• 19:46
  I noticed you also put some profile about GTM in there too.
• 19:49
  So you took advantage of that kind of user profile as well.
• 19:52
  So if you don't mind me asking, how long did it take you from start to finish?
• 19:55
  I have to say I cheated a little bit.
• 19:57
  Because I had this already built for a car show before COVID where I used a QR code.
• 20:04
  It's on a page on our website.
• 20:05
  So I basically took that apart and I repasted it into my auto bio profile.
• 20:10
  And I'm like, this is much cleaner presents better than a piece of paper
• 20:13
  tape to my window with a QR code.
• 20:15
  But at the time, to me, that was a great idea because I will say all in
• 20:20
  all, if I go back and do this from scratch and I had to write it all in
• 20:23
  the same amount of detail, I mean, some stuff I did write from scratch.
• 20:26
  I spent maybe 20 minutes, half an hour tops, but I'm sure there's
• 20:30
  people that will sit there, reread it, reread it, read it, go over.
• 20:33
  Oh, I forgot about this.
• 20:34
  Oh, I added this part a year ago, you know, stuff like that.
• 20:37
  And that's the evolution of the story of the car.
• 20:39
  But to your point, when I'm at a car show, or I'm in an event
• 20:42
  or an autocross, and I'm sitting there, chumming it up with people.
• 20:45
  I go, Oh yeah, let me add this to my bio real quick or take a picture of it there.
• 20:49
  A new picture while I'm at the event.
• 20:51
  Super easy to do for my phone.
• 20:52
  If I remember my password, that's the other trick of all of this
• 20:56
  is what password did I set it?
• 20:58
  I don't know.
• 20:59
  You know, right.
• 21:01
  That user experience was good.
• 21:02
  Cause again, it's like, we just want to get all the friction out
• 21:04
  of there and give people something that, you know, it's hopefully a
• 21:07
  fun experience actually building it and kind of seeing the company.
• 21:09
  I love the quadrant.
• 21:10
  Set up and all those lead in questions, I think for me, I would have liked to just
• 21:16
  taken my mods and had a mod sheet, right?
• 21:18
  Sort of like a spec sheet separate from the story.
• 21:21
  Because if you look at features, I love that's where I put all my mods.
• 21:25
  And I'm like, well, I don't really love the features.
• 21:26
  This is just how I built it.
• 21:28
  So that spec sheet or that build sheet or that mod sheet would be great to be a tab.
• 21:33
  You could kind of click over.
• 21:34
  To the builder view of the car versus the love story of the car.
• 21:38
  And for the people that really want to nerd out, then that's where the, the
• 21:42
  torque and the diner sheets and the length of the car and the weight of
• 21:44
  the car, all that stuff could be there together, sort of as a dual profile.
• 21:48
  Right.
• 21:49
  Again, the technical side versus the story side.
• 21:52
  That's a great insight.
• 21:53
  And we've heard that from some folks like our weekend racers or race teams,
• 21:56
  even, um, that are looking at this.
• 21:58
  Cause.
• 21:58
  You know, initially they go, Oh, this is great because we got a car in the
• 22:00
  pits and people can come down and see it and get a picture with us and all that
• 22:03
  while they can scan the tag and they can take the story of the race car and
• 22:06
  the race team and all that with them.
• 22:07
  But that's where that's come up before.
• 22:08
  And I think that that's a, another iteration that we can do.
• 22:12
  Some people put all those mods right up in the description, so it
• 22:14
  appears right underneath the photos.
• 22:15
  But yeah, the nice thing is you can play with it.
• 22:17
  Well, super I'm thrilled you built it.
• 22:18
  I was, I was really excited to see that it was one of those where I woke up.
• 22:21
  Boom, there it was.
• 22:21
  And I was like, Oh, he's been there playing now.
• 22:23
  Yeah, now the problem is I need like seven more autobiotags, you know.
• 22:29
  Katie can hook you up.
• 22:30
  Not a problem, Eric.
• 22:30
  That's not a problem at all, actually.
• 22:34
  Does the platform have the capability for audio files?
• 22:37
  If I wanted to dictate my story of the car, or for example, the museum
• 22:41
  rent for 25, the headset and walk around and do the guided tour.
• 22:45
  Do you have that for like individual cars?
• 22:48
  It's I could upload an audio file.
• 22:50
  I get Morgan Freeman to narrate it.
• 22:51
  And then we just talk about my 2008 R32.
• 22:55
  If it's Morgan, we are going to alter the site just for that file, just so you know.
• 23:00
  So we're, it's a great question that you asked this Brad, because we literally
• 23:04
  just had this conversation with the client we were talking with today, the museum.
• 23:08
  The short answer is we don't take audio files right now, but what I encourage
• 23:13
  people to do is just do that on a video recording and pop it on YouTube or pop it
• 23:18
  in Vimeo, wherever you're going to put it.
• 23:19
  And then you can upload it that way.
• 23:21
  And so what we're going to do with the museum is that they very
• 23:24
  much wanted their curator to tell all these rich stories in audio.
• 23:28
  And they said, lots of our folks are older that are walking through the door.
• 23:31
  They want to listen.
• 23:32
  They're not going to read the whole thing.
• 23:34
  So they're going to record a whole series documenting the history of each vehicle.
• 23:38
  That video recording is going to live right at the top of their profile.
• 23:42
  So you can hyperlink anything in these text fields of your own profile.
• 23:46
  So they're just going to put that at the top, big, bold letters, Click
• 23:50
  here to listen and that's going to be how they're going to do that.
• 23:53
  And then they'll have the rest of it all filled out so people can read.
• 23:56
  But yes, I think audio slash video is a great way to tell those car stories.
• 24:00
  Why should vehicles be tagged?
• 24:02
  What's included in the vehicle story?
• 24:04
  We've already touched on a couple of things.
• 24:06
  Why don't you give us a little bit more detail about what is included.
• 24:09
  When you set up your auto bio, well, the first thing you do is kind of
• 24:12
  lock in your make and model and drop in the specs and hit save, and that
• 24:16
  builds the basis of your profile.
• 24:18
  There's a field in the specs.
• 24:19
  Let's say you don't know torque for instance, or you don't care
• 24:21
  to put it in there, just leave a blank and it won't show up.
• 24:24
  So it'll keep everything looking really on the user side, pop in some photos
• 24:27
  and you can drag and drop, rearrange those or caption them again, hit save.
• 24:31
  And then, you know, you've got the start of your auto bio.
• 24:34
  There's four core questions that we ask.
• 24:36
  And it's kind of like, I go back to what do I want to know when I walk
• 24:39
  up to somebody and there's a history and kind of other details, like if
• 24:42
  you'd done modifications or how'd you come to get to the car or whatever,
• 24:45
  then there's what it's like to drive.
• 24:47
  Cause I always want to ask that question.
• 24:48
  Chances are, I'm not going to be able to jump behind the seat
• 24:50
  of the car guy I'm talking to.
• 24:51
  So I like to ask that question and people have some fun with that one
• 24:55
  question around, like, why do you own it?
• 24:57
  People usually use that to talk about, well, I'm either a passionate, whatever,
• 25:00
  firebird owner, or let me tell you the story about how I chased this sucker down.
• 25:04
  And each of those sections is an open ended, write as many
• 25:07
  words as you want sections.
• 25:09
  What's fun is that we have people take that in different directions.
• 25:12
  Some guys like to list out all their mods.
• 25:14
  Right.
• 25:14
  And so they literally use it to list all those things.
• 25:17
  Some people like to really tell a narrative story.
• 25:20
  You know, it came from my grandfather and people take it in different directions
• 25:23
  and whatever is special to them.
• 25:24
  Yeah.
• 25:24
  It's the features I love.
• 25:25
  That's the one I was thinking of.
• 25:26
  And that's the one where, you know, some people list mods, but usually
• 25:29
  people kind of like say, well, I love how fast it is, or I love the smell of
• 25:32
  it or, you know, whatever it might be.
• 25:34
  Those four elements, again, you can fill in whatever you want.
• 25:36
  You can leave them blank.
• 25:37
  And then you kind of finish when you go through the profile.
• 25:39
  So it's photos, you're making models, specs, and then these questions.
• 25:43
  And then when you get down to the bottom of the storybuilder form, it'll ask
• 25:46
  you to kind of give it a title, your story, your title, and then just write
• 25:50
  a little brief description and that all renders itself into the actual auto bio.
• 25:55
  So when you scan one of these, the first thing you get is the photos
• 25:58
  and a carousel, you've got multiples.
• 26:00
  And then underneath it is that headline description.
• 26:03
  And then there's the story elements and at the bottom is the specs and then any
• 26:06
  links to videos or social you've got.
• 26:08
  So it takes you through a narrative when you're looking at
• 26:10
  it, eyes first, and then read.
• 26:12
  And then click if you want to click to link to anything else.
• 26:15
  So do you guys moderate every bio that comes through?
• 26:18
  No, we don't mean there'd be no way to keep up quite honestly.
• 26:22
  Although my favorite part of the day is waking up and seeing
• 26:24
  who's put one online overnight.
• 26:25
  That's kind of fun to see what's rolled on.
• 26:27
  We do filter for profanity.
• 26:29
  So we don't want it to be a place where, you know, it's uncomfortable
• 26:31
  to be there for people, but other than that, we don't sanitize.
• 26:34
  No, we don't moderate.
• 26:35
  We want it to be your raw story, which is.
• 26:38
  Super fun.
• 26:38
  So then, are the tags associated with the car, the owner, or both?
• 26:43
  With the car, but through a user profile, which is the owner profile.
• 26:47
  So by that, I mean each car has to have its own tag, and once you lock
• 26:52
  your year, make, and model to that vehicle, that part can't be changed.
• 26:55
  Every other detail in your profile can be changed.
• 26:58
  And then as a user, you can have as many tags or cars in your
• 27:02
  garage, you know, as you like.
• 27:04
  When you click on your name, then all of your owned cars are
• 27:07
  going to pop up in your garage.
• 27:09
  Yeah.
• 27:09
  Good example of that.
• 27:10
  We've got a user online called Dino.
• 27:12
  He didn't want to be known.
• 27:14
  He wanted to be anonymous and he didn't want his location to be known either.
• 27:17
  So he keeps all that blank and he used Dino as a, as a name, because
• 27:20
  that was his first collector car.
• 27:22
  But if you go on the site, And you type in Dino, you're going to
• 27:25
  see a maroon Dino that'll pop up.
• 27:27
  Click on that one.
• 27:28
  That's one of his cars.
• 27:29
  That's his first car.
• 27:30
  And then if you click on his username, which is up in the top and
• 27:33
  yellow, it's just going to blow out all the actual cars that he owns.
• 27:37
  I think he's got 12 on there.
• 27:38
  So basically with one click.
• 27:40
  He's got access or anybody's got access to see kind of the full
• 27:43
  garage, which is kind of fun.
• 27:44
  So yeah, he just registered all the tags to that one username
• 27:47
  and it auto catalogs it for him.
• 27:49
  So how does that work with transfer of ownership?
• 27:51
  Because I know a lot of collector cars kind of change hands through auctions and
• 27:55
  just say, Hey, I really like your car.
• 27:57
  And you know, if you ever want to sell it kind of things.
• 27:59
  So how does that work in the system?
• 28:00
  That's a great question.
• 28:01
  What we do tell people is when you are selling a car, Take your tag off
• 28:05
  the windshield and keep it with you.
• 28:07
  So sometimes we have people put it on their desk or in an acrylic frame
• 28:10
  or something like that, because now you can preserve having owned that
• 28:14
  vehicle, what we can do is if the new owner wants to buy a tag, we
• 28:18
  can link your story in the backend.
• 28:20
  You need to call us and we do it.
• 28:22
  You know, we take care of you, but we can continue that legacy
• 28:25
  of that story on the new tag.
• 28:26
  But we say the new owner needs to start their own story, right?
• 28:29
  Cause they're going to have their own chapter that
• 28:31
  they're going to want to edit.
• 28:32
  Are you all capturing the VIN number or no?
• 28:34
  It's an option.
• 28:34
  You can put it in there if you want.
• 28:36
  You don't, you don't have to.
• 28:37
  Yeah, it's optional.
• 28:38
  I know people are personal about their VIN numbers.
• 28:40
  Right, right.
• 28:41
  It's almost like PII and that begs a good question.
• 28:43
  So, if the VIN is in there, is it displayed or is it still obfuscated?
• 28:47
  It's in there.
• 28:47
  Yeah, if you type it in, it'll appear.
• 28:49
  And I'm actually surprised.
• 28:51
  I mean, we got that as a request early on when we were doing kind
• 28:53
  of our beta testing and trying to figure out exactly which fields,
• 28:55
  talking to a number of enthusiasts.
• 28:57
  People overwhelmingly wanted that.
• 28:59
  Yeah.
• 28:59
  I'd say it's filled in maybe 20 percent of the time, and I'll be honest.
• 29:04
  It always surprises me that people put it in.
• 29:05
  You walk up to any car on the street, generally speaking, you can usually see a
• 29:08
  VIN, at least most relatively modern cars.
• 29:11
  The thought early on though, was that some people really like it
• 29:14
  because that's verifying that you own the car or verifying that it's
• 29:17
  legit or it's what it says it is.
• 29:18
  We've heard the argument on both sides, thus it's optional.
• 29:21
  Yeah, it's, it is really interesting to see the degree in
• 29:23
  which people use the platform.
• 29:25
  So I remember an early on question, like day one at Amelia, somebody walked up
• 29:29
  and said, Well, how am I going to know that the stuff that that guy writes
• 29:31
  about his car isn't just total bullshit.
• 29:33
  And i'm like i'm not in the truth business.
• 29:35
  I'm not here to pull the wool over anybody's eyes But i'm here to give
• 29:37
  everybody a platform to share whatever it is They want to share fast forward
• 29:41
  a year year and a half into it We've got a collector out of fort lauderdale
• 29:45
  who has an amazing collection He's the one with like 35 cars on there
• 29:48
  He documents everything even down to listing the car clubs and listing out
• 29:53
  Um all the accolades which are two other fields you can put in Stuff that's one
• 29:57
  Cavalino, unbelievable the way he uses it to document all of that provenance,
• 30:02
  including the VIN and then pictures inside and out and everything else.
• 30:06
  It's pretty amazing.
• 30:07
  There have been other platforms that you can capture car stories
• 30:09
  and there's, you know, cool stuff like BinWiki is really cool.
• 30:12
  And again, using Instagram is actually really cool.
• 30:14
  It's a great platform, but we weren't trying to be any of those.
• 30:17
  And there's other ways out there to kind of go and capture sort
• 30:20
  of that truth of that history.
• 30:22
  And those folks do it really great.
• 30:23
  I mean, I linked to databases that'll look up the VIN and pull all the specs.
• 30:26
  I mean, stuff like that, that yes, we've thought about doing some of that
• 30:30
  via APIs, but going back to the origin story, I love those stories, but I'm
• 30:34
  kind of like you, Brad, I don't want to necessarily talk to every person whose
• 30:36
  car I see on the street, I kind of want to just go get it and deal with it.
• 30:40
  And we haven't mentioned this aspect of it, but there is.
• 30:43
  A way to chat with people on the actual site to comment.
• 30:46
  Yeah, you can comment, which, I mean, I guess you could
• 30:48
  facilitate a chat doing that.
• 30:49
  It would be public facing, but you're a registered user, which
• 30:52
  doesn't cost you anything.
• 30:53
  You just have to give an email and then find a handle that you want to
• 30:55
  be known as you can then go ahead and anybody's profile and make a comment
• 31:00
  under the discussion at the bottom.
• 31:01
  It's kind of like the least known feature that people don't use that much right
• 31:04
  now, to be honest, but it's kind of a cool way that can connect with folks online.
• 31:08
  And it just sort of encourages that.
• 31:10
  Enthusiast side of all of us.
• 31:11
  Thanks to COVID, AutoBio got started, but we also all got accustomed to
• 31:17
  what a QR code is, even though they've been around for quite a long time,
• 31:21
  because as you go to restaurants now, nobody has menus anymore.
• 31:24
  Scan the little QR code.
• 31:25
  So AutoBioTag, leveraging the same type of technology, bust out your phone,
• 31:29
  open your camera, and suddenly, boop, it appears there on your phone's browser.
• 31:33
  Is it more complicated than that?
• 31:35
  No, it's not.
• 31:36
  No, it's not.
• 31:37
  There's no app required.
• 31:38
  You don't have to download anything.
• 31:39
  And if you like to use NFC and tap to pay, you know, you can
• 31:43
  just do the same thing on the tag.
• 31:45
  You can walk up and tap your phone over the windshield and sure enough, that's
• 31:48
  going to pop right up on your phone.
• 31:50
  So no app required.
• 31:51
  From the user front facing aspect of it, that was a happy accident.
• 31:55
  COVID for us was just like a lull in everything else we were doing,
• 31:58
  like for everybody, and it allowed us the time to think and to process
• 32:01
  and to get this out to the world.
• 32:03
  What we didn't anticipate because QR was always going to be a part of the
• 32:06
  play here, but we didn't have any idea that the restaurant situation that you
• 32:10
  couldn't go eat at Applebee's without a QR code was going to be a thing, right?
• 32:14
  That happy accident has definitely served us well in that, especially
• 32:18
  the older crowd now knows.
• 32:20
  I don't have to download anything.
• 32:21
  My phone does the work for me.
• 32:23
  I can do this.
• 32:24
  So that has been a great thing for us.
• 32:25
  What there is more to is the back end of getting every single person their own
• 32:29
  URL to fire off when I mail you a tag.
• 32:32
  That's the complex back end part for us that we had to figure out.
• 32:36
  So when you say, is there more to it?
• 32:37
  Yeah, there's more to it in the backside, but not for what
• 32:40
  the consumer is experiencing.
• 32:41
  And that's kind of the seamless beauty of it.
• 32:43
  It's fun to watch people.
• 32:44
  It shows tag says this car has a story and there's your QR and a little window
• 32:47
  where you can see kind of the NFC antenna people whip out their phone.
• 32:50
  95 percent of the time they open up their camera and they scan it and
• 32:54
  you kind of get this moment to watch.
• 32:55
  Some people are kind of surprised it worked because you didn't have
• 32:58
  to download an app and you don't have to do anything special.
• 33:00
  It's just.
• 33:00
  Use the phone in your pocket.
• 33:01
  And that was the original vision was just make it dead simple.
• 33:04
  Cause we're all walking around with a phone in our pocket, take out
• 33:06
  all the friction and just make it a really user friendly experience.
• 33:11
  At the time I was in Stuttgart, I was there on business working in the NFC
• 33:14
  world and originally had thought of this using NFC as the predominant method.
• 33:19
  Like you said, COVID hit, we all got used to QRs, so we definitely decided to launch
• 33:24
  with both, and that's been really great.
• 33:26
  One thing that people find really magical, we'll often be standing at a show, helping
• 33:30
  someone with their profile, or showing them another profile, and you can change.
• 33:35
  Anything in your profile on the fly, you know, from your phone.
• 33:37
  So you're standing out in the middle of a field.
• 33:39
  You're looking at your car.
• 33:40
  You're showing your profile.
• 33:41
  You want to go on, go into edit, change a few words, upload a picture.
• 33:45
  You hit save and boom.
• 33:46
  Now the next time you scan it, you've got your updated profile.
• 33:49
  It shocks me, but I think it's super fun that people still think that
• 33:51
  that's like magic happening, right?
• 33:53
  Like, whoa, how'd you do that?
• 33:55
  But you can instantly edit.
• 33:58
  Your whole story right there, which is fun.
• 33:59
  We've talked about two use cases so far.
• 34:01
  The museum.
• 34:02
  We've talked about the car show guy.
• 34:04
  But there's another use case here that I see where autobio
• 34:08
  could be extremely useful.
• 34:09
  And that's at an auction.
• 34:10
  You go to some of these events, there's 750 cars.
• 34:14
  How do you know the backstory?
• 34:16
  And it's not always about provenance like it is at a concord.
• 34:18
  It's what has been done to this car?
• 34:20
  How much money has been spent on it?
• 34:21
  Where are those records, you know, service information, restoration
• 34:24
  profile, all that kind of stuff.
• 34:26
  So you guys explained the four major quadrants of the profile itself, the
• 34:31
  what's it like to drive, you know, what's been done, but how is the profile going
• 34:35
  to be expanded for the future for somebody that really wants to kind of break
• 34:39
  this down and say, yeah, the history.
• 34:42
  The restoration here are the receipts, you know, as part of that portfolio,
• 34:46
  if you were going to auction, we actually have users that are builders
• 34:50
  or restorers that exclusively go through like Barrett Jackson and
• 34:53
  they actually sell their product.
• 34:55
  And they're using the tag already in its current form and the layout to
• 34:58
  achieve all the way you just described.
• 35:00
  You can use the platform to achieve all of that.
• 35:02
  And I think it's actually a really great use case for it because all
• 35:06
  these emotions you're there, you're throwing the paddle in the air and
• 35:08
  you're taking home your dream car.
• 35:10
  But that story is also something that you're going to go and brag about when
• 35:13
  you get back home and something you want to have captured today in most
• 35:16
  auction houses, you get a lot of the details about the car that kind of
• 35:20
  prove its worth, but it leaves out some of that other more subjective stuff.
• 35:24
  It leaves out a lot of that, quite frankly, the auto about
• 35:27
  tag allows people to actually.
• 35:30
  transfer that story and that knowledge.
• 35:32
  It's not used right now to a large degree in the auction world.
• 35:36
  We've explored that a little bit.
• 35:37
  That's probably the next iteration of business development for us is to go and
• 35:41
  talk with the auction houses themselves.
• 35:43
  But we have users today that actually find it really useful to do that.
• 35:47
  Literally one of the strategic pillars for us for 2023 is like
• 35:50
  something that we want to figure out.
• 35:52
  We have not cracked the code on it.
• 35:53
  We haven't had the right introduction yet.
• 35:55
  It's the thing that everybody says to us consistently is what about auctions?
• 35:58
  What about actions?
• 35:59
  The nice thing about the platform, though, I will say this is like when
• 36:02
  we built it, we built it with those kinds of things in mind so that,
• 36:06
  you know, it can auto catalog, it can pull together all these details.
• 36:10
  It works without any apps, so it can work in any venue, quickly
• 36:14
  edited, you know, updated, but it is a really good use case for it.
• 36:17
  And the guys that use it, that are builders, I'm thinking of the guys out of
• 36:19
  Florida that they bring in these old FJs out of Brazil and they're selling them
• 36:23
  across the block at Barrett right now.
• 36:25
  And, you know, they're going for like six figures.
• 36:27
  Well, they're using it to document the whole bill.
• 36:30
  So the way they've described it is like, you've given me the ability to have
• 36:33
  a birth certificate for this truck.
• 36:35
  And now I can put in photos, I can put in captions and I can show the process.
• 36:38
  And so at least that provenance and whatever story we find out from the
• 36:42
  thing we found on the farm or whatever, and now we put together with that.
• 36:45
  And I think there's some people that story they're really buying
• 36:48
  a little bit of that as well.
• 36:49
  So I think there's value in that.
• 36:50
  So you hit on a keyword, which is transferable, and that's where the use
• 36:54
  case changes, because when it goes to auction, I feel like maybe you don't have
• 36:58
  to engage the auction houses so much as though they should be tagging every car.
• 37:02
  In this instance, the onus is on the current owner to put the tag
• 37:06
  on the car, but then the tag.
• 37:08
  In my opinion, sort of needs to travel with the car.
• 37:11
  So it needs to be transferable to the new owner.
• 37:14
  Is that something in the works in the future?
• 37:16
  Instead of what you mentioned earlier, Katie, about working it
• 37:20
  on the back end and this and that.
• 37:21
  If it doesn't belong to the owner, let's say, the car isn't in my garage anymore.
• 37:25
  It's in Brad's garage.
• 37:26
  That auto bio tag, I should be able to transfer it to him.
• 37:29
  And then he continues the story from there, right?
• 37:31
  You know, at the end of the day, the tag can always obviously
• 37:34
  go with the car physically.
• 37:35
  And it'll still work, just won't have the new owner's story yet.
• 37:38
  And truth be told, I mean, we could do that as well.
• 37:41
  We would probably just take the fee that we would have for somebody
• 37:43
  buying a new tag to do that.
• 37:45
  And just take that existing tag and be able to open it up, if you will, so
• 37:50
  that they could actually use it as well.
• 37:51
  But right now, what we've found is most people like to keep the
• 37:54
  tag that they've got for the ones that are actually selling.
• 37:56
  And then the next guy will get, you know, a new one himself.
• 37:58
  I agree with you.
• 37:59
  And the reason I'm bringing it up is because Because having worked with auction
• 38:03
  houses and other folks through other parts of the show, you'll learn a lot.
• 38:07
  And even in the conqueror world, it's very similar, but I see the auto bio tag
• 38:11
  as being this thing that once the car is sort of branded, it's got that QR code.
• 38:15
  I want to know where it's been and where it's going.
• 38:18
  So for instance, if it started in South America.
• 38:21
  That's where it started.
• 38:22
  Now it's in Florida.
• 38:23
  It ended up in Colorado and then it went to Japan and then it was in France
• 38:27
  and then it ended back in Florida.
• 38:29
  If all of that movement, you know, that where in the world is Carmen San Diego
• 38:34
  could be documented as part of the tag.
• 38:36
  Like, where have you been and where are you going?
• 38:38
  Then it means the tag is grounded with the car and that's part of its history.
• 38:43
  So I feel like making it it.
• 38:45
  Stuck to the owner means that there's going to be breaks in the story.
• 38:48
  There's going to be gaps.
• 38:49
  And when you try to put it all back together, you know, for instance,
• 38:52
  James Dean's car, if it had a tag on it, they could have stayed
• 38:55
  permanently with the car, you'd know exactly where it was and where it'd
• 38:59
  been and all these kinds of things.
• 39:00
  But now we're trying to put that jigsaw puzzle back together.
• 39:03
  Why did that three 56 speedster end up in Europe when it started in California?
• 39:07
  It doesn't make any sense, right?
• 39:08
  Yeah, super good insight.
• 39:10
  And the short answer is.
• 39:11
  It's possible.
• 39:12
  It's possible to keep that tag on a car and transfer that ownership rather than
• 39:16
  just issue another tag to a new owner.
• 39:18
  It's possible to do that.
• 39:20
  And I actually think it's a really cool idea because on each tag,
• 39:22
  it's got a seven digit alphanumeric that's unique to that tag.
• 39:26
  When I built the database to begin with, we put a million of them in
• 39:28
  there to start, and there's never going to be another identical tag
• 39:31
  while I can clone a tag, meaning I can issue a new one that has a different
• 39:35
  alphanumeric on it and link them.
• 39:37
  So that you can have two tags, you know, for one car if you want to carry one
• 39:40
  in your pocket or something like that.
• 39:41
  I love the idea of what you've got.
• 39:43
  Yeah, I totally get that.
• 39:44
  In today's digital world, especially with an emphasis on cybersecurity,
• 39:48
  how is the data protected?
• 39:50
  You talked a lot about sharing, the opposite of that is protection.
• 39:54
  So how is data protected in Autobio?
• 39:56
  I can't talk about all the details, obviously, but
• 39:58
  everything's housed here in the U.
• 39:59
  S.
• 39:59
  on servers that are here.
• 40:00
  If you don't want to put any personal information out there, it's never going
• 40:03
  to appear on any one of your sites.
• 40:05
  And the only thing that we ask of you that's any bit personal is an email
• 40:08
  address that we want to be able to contact you and to set up your user account.
• 40:12
  Everything else on there is completely optional.
• 40:15
  And so where this typically comes up where people are sensitive there, I
• 40:18
  don't want somebody to be able to look up my car, you know, by seeing it.
• 40:22
  Well, I Unless you have a picture of the vendor, you put the vendor in there.
• 40:24
  That's not possible unless you have pictures of your license plate.
• 40:27
  So we tell them, you know, just white out the license plate on the picture, you
• 40:30
  know, and, um, eliminate that or don't shoot it from that angle where, you know,
• 40:33
  you've got your license plate in there.
• 40:35
  We aren't asking really for any kind of personal information too.
• 40:38
  So even if.
• 40:39
  People were to be able to kind of figure out who you are.
• 40:42
  It would have to be through some other means other than, you know, like
• 40:45
  something in the photo or something like that, you know, all the metadata
• 40:47
  from photos is stripped out, we take as, as many measures as we can to
• 40:51
  keep things as clean as possible and as secure as possible for any user.
• 40:55
  So with all of the new data protection rules in place, for instance, GDPR came
• 41:00
  about in the last couple of years, if somebody decides I'm done with my biotag,
• 41:04
  I don't even have the car anymore.
• 41:06
  I want to delete my account is everything purged.
• 41:09
  Yeah, everything is purged.
• 41:10
  Yep, it works.
• 41:11
  It clean.
• 41:11
  We do have people say to that.
• 41:13
  I don't want people to know where my car is garaged, right?
• 41:16
  I don't know.
• 41:16
  Want them to know where to come and find it.
• 41:18
  And it's like, absolutely not.
• 41:20
  It's not tracking you.
• 41:21
  No, the tag is not a tracker.
• 41:23
  It doesn't actually activate anything until you are within like.
• 41:26
  A couple inches of it to activate the little chip in it.
• 41:29
  Right?
• 41:29
  So it's not tracking you.
• 41:31
  It's not locating where you're driving around.
• 41:33
  And even the NFC for folks that don't know NFC, it's, you know, it's
• 41:36
  similar to tap to pay and the energy that's coming from your phone is
• 41:39
  what wakes up the chip on the antenna and it chirps back a basically URL.
• 41:43
  That's all it chirps back.
• 41:44
  And it just tells you, I'm going to take your phone and I'm going to send you
• 41:47
  to auto buyer to this particular car.
• 41:48
  So it's all passive and there's no way to track anybody.
• 41:51
  But for those that don't know it, they might be like, why is there
• 41:53
  a little antenna on this thing?
• 41:56
  So you said data is shareable between users.
• 41:59
  Can you, as the sharer limit what the sharee or receiver can
• 42:04
  see, or is it just carte blanche?
• 42:06
  Here's everything in my profile.
• 42:08
  It's shared with you.
• 42:09
  Yeah.
• 42:09
  You can't toggle on and off different fields.
• 42:12
  Like if you don't want other people to see it, don't put it in there.
• 42:15
  There may come a point where at somewhere down the road, we enable password
• 42:18
  protected profiles, like where people.
• 42:20
  They want to catalog all their stuff, but they don't want anyone else to see it.
• 42:23
  We might do that down the road, but that's not a thing right now.
• 42:26
  That scenario comes up with high end collectors that are going,
• 42:28
  I've got millions and millions of dollars with the cars here.
• 42:30
  I love the platform.
• 42:31
  It allows me to do what I can do with my wine and my cigars and my
• 42:34
  everything else that I like to catalog, but I don't want it publicly facing.
• 42:38
  There's an opportunity for us in the future to pretty
• 42:41
  easily just password protected.
• 42:43
  I'm sold.
• 42:44
  What does Autobiotag cost?
• 42:46
  Is there a subscription fee?
• 42:47
  Are there discounts for collections, museums, maybe some sort of multi pack?
• 42:51
  Autobiotags are 49, and that's a one time fee.
• 42:55
  It's yours for life.
• 42:57
  You can edit it as many times as you want.
• 42:59
  There's not a subscription.
• 43:00
  That is actually the most gratifying thing to share with people, is that
• 43:04
  you are getting your own personal webpage that you get to customize
• 43:08
  and you get to tell the story for 49.
• 43:10
  We do offer group discounts.
• 43:12
  So if you have a club or a, a large collection or something,
• 43:16
  and you want to call us, we're happy to work with you on that.
• 43:19
  If we show up at a show, it's always a buy two, get one.
• 43:21
  It's a show special as well.
• 43:23
  They make really good gifts for the car lover and you, you know, you know, you're
• 43:26
  going to give it to somebody who is not going to be afraid of the technology.
• 43:29
  They do make good gifts.
• 43:30
  So we used to say that's less than the price of a tank of gas,
• 43:33
  which I guess still holds true.
• 43:34
  Now it's significantly less than the cost of a tank of gas.
• 43:37
  So there you go.
• 43:39
  Yeah.
• 43:40
  At the end of the day, I mean, to be able to, to have your own custom
• 43:42
  webpage and something that's going to live there forever and be on a
• 43:45
  site that's dedicated to enthusiasts.
• 43:47
  I mean, that's the other thing too, is it's one thing to kind
• 43:49
  of, to build a custom webpage and have a tag on a car, but.
• 43:52
  What we're really hoping for in the vision over time is that this community
• 43:56
  really forms around the world of people that have these tags and a dedicated site
• 44:01
  where they're going to go and they're not going to get a bunch of other crap.
• 44:03
  It's just going to be, you know, stories and people with
• 44:06
  passions of all different kinds.
• 44:07
  And so we hope that that'll just sort of start morphing into subgroups
• 44:11
  and all of that within the site.
• 44:13
  What happens when a tag is maybe lost or stolen or something like that?
• 44:19
  What happens to me at that point?
• 44:21
  You email us or you call us, which is all on the website, and we
• 44:25
  can make you a replacement tag.
• 44:27
  So we, you don't have to rewrite your story.
• 44:28
  We'll duplicate your tag and then send you a new one.
• 44:31
  Charge about 10 for that.
• 44:32
  So no worry, and you haven't lost your story.
• 44:35
  Your story hasn't gone anywhere.
• 44:36
  A common story is anyone who has rolled down windows, which is not a lot of people
• 44:40
  anymore, but if you do, you might roll it right down into that, into that sleeve
• 44:44
  of the side door and then it's gone.
• 44:46
  Or the other story is like you take it in for a detail and they took the tag
• 44:50
  off the window, clean the windshield off and didn't stick it back on.
• 44:53
  They didn't realize until later and now it's gone, but it is
• 44:55
  a cling and not a sticker.
• 44:57
  You know, being car enthusiasts, we didn't want stickers all over the windshields.
• 45:00
  That was kind of key.
• 45:01
  Like if you take it on a weekend and you park it one way and you're showing
• 45:04
  off your car or it's in a museum in one position, I swapped into another position.
• 45:07
  You really need to tag on the other side of the car.
• 45:09
  You can just peel it off and stick it back on the window since it's static cling.
• 45:13
  So it's repositionable, which is nice.
• 45:15
  Race car drivers like stickers.
• 45:16
  We want the low budget option.
• 45:17
  We need 20 of them, one for every panel of the car.
• 45:21
  It's all good.
• 45:21
  And they all come with sponsorship money.
• 45:23
  So it's a hundred percent.
• 45:24
  It's all contingency.
• 45:25
  Exactly.
• 45:26
  But that's actually a great segment.
• 45:27
  We talked a lot about futures changes to the products, things that you
• 45:30
  guys are thinking about is a UV sticker, a low budget option versus
• 45:35
  the cling NFC list, something I can stick on the exterior of my car.
• 45:39
  And we actually get that request more times than you'd think for like the QR.
• 45:43
  So what we do is we send you a high res file.
• 45:45
  And you print it in however, you know, whatever format you want it.
• 45:48
  So that actually came up on that WACO plane I was talking about, came up on
• 45:52
  that, one of those campers, and then actually probably the most common use
• 45:55
  is, um, one of two things people want the QR to be able to put on their showboard.
• 46:00
  So they've already paid three or 400 Well, now I got a digital
• 46:03
  version too, called an autobiotag.
• 46:05
  Why don't I stick the QR on it?
• 46:06
  If.
• 46:07
  People can't get up to my windshield, especially cause it's behind the ropes or
• 46:09
  whatever, so we can give you a replica.
• 46:11
  You can actually put wherever you want with that QR.
• 46:14
  The other place that pops up, people want to put it in print media because maybe
• 46:18
  their car has been featured somewhere.
• 46:20
  So all the great photos are there and a little bit of the story.
• 46:22
  But if you want the deeper story, there's the QR, you can scan it and
• 46:25
  you can go right to the Autobot tag.
• 46:26
  So we're kind of trying to bridge that print and digital world as well.
• 46:30
  Is there a way to download your QR code from the website?
• 46:32
  Not today, but you can give us a call and we'll send you the high res files.
• 46:36
  Any spoilers, any other future applications for Autobiotag that
• 46:39
  you guys are thinking about?
• 46:41
  You'd be surprised what people want to tag.
• 46:43
  There's some cool opportunities there.
• 46:45
  One of the most commonly requested features is, can I sell my car?
• 46:49
  Imagine a make me an offer button.
• 46:50
  Because again, we're not out there trying to compete with bring a trailer, all
• 46:52
  those other really cool sites that are doing amazing stuff, but we've got the
• 46:56
  everyday car or maybe somebody's got a whole collection, whatever, but that's
• 46:59
  something that we're playing with in the future where, you know, you could
• 47:02
  pay a little extra and toggle that on.
• 47:04
  And then it's how do you connect the buyer and the seller in a way that, you
• 47:07
  know, we don't have to mess with it.
• 47:08
  But basically it allows you to do that via the tag.
• 47:11
  That could be a cool iteration that that's in the works.
• 47:13
  Or even a way to flag the car to say this car is currently for sale.
• 47:17
  It's available here.
• 47:18
  It's at auction, whatever to notify people that say, Hey, this car is
• 47:21
  up for grabs if you're interested.
• 47:22
  People would like to know how many times their tag has been scanned.
• 47:25
  So having a front facing, you know, scan counter type of thing,
• 47:29
  other than a thumbs up or a heart might be interesting to people.
• 47:31
  And so that's something we're thinking about.
• 47:33
  Like a rolling odometer.
• 47:35
  I was thinking about that too.
• 47:36
  It'd be really cool to see how many times my car ends up in
• 47:39
  somebody else's baseball card set.
• 47:40
  Yeah, for sure.
• 47:42
  But again, those are kind of all the fun things that are coming out as
• 47:45
  we launch this into the marketplace.
• 47:46
  And we've iterated on this any number of times in the last year
• 47:49
  and a half, which has been fun.
• 47:50
  Like I remember going to a couple of shows and we've met some builders
• 47:54
  actually when we were at SEMA last year.
• 47:56
  One, one of their contests, we were one of 15 companies that made it through
• 47:59
  to kind of this thing called Launchpad.
• 48:01
  There were about 250 companies that applied.
• 48:02
  And there we were at SEMA, which was like absolutely bonkers.
• 48:06
  A number of builders that came up to us and said, Hey, this is really cool.
• 48:08
  I want to use this sort of for that like birth certificate idea.
• 48:11
  But they wanted to be able to caption photos.
• 48:13
  And at that time we couldn't do that.
• 48:14
  So we went back, got our developers on that and then launched captioning
• 48:18
  and then also drag and drop rear range of photos, make it easier.
• 48:21
  And so we're definitely going to iterate on this platform.
• 48:23
  We're in it for the long haul.
• 48:25
  You'll see some new things come along.
• 48:27
  I mean, the planes coming on board boats are another thing that are down the pipe.
• 48:31
  Motorcycles are closer in quite honestly, just with the enthusiast
• 48:34
  world and that's all coming.
• 48:36
  The biggest challenge to all of this is just driving awareness, quite
• 48:40
  honestly, that this thing exists and because there was nothing quite
• 48:43
  like it in the market, it's just a little bit of education for people.
• 48:46
  And then as soon as they get it, they're like, Oh, this is awesome.
• 48:48
  Why didn't I think of this?
• 48:49
  Right.
• 48:50
  Or why haven't I done this before?
• 48:51
  And then the next thing you know, there's 50 bucks and you
• 48:54
  know, they're off to the races.
• 48:55
  So what is the Autobiotag street team?
• 48:58
  So that is a program that we developed over the summer because
• 49:02
  we had a lot of people come to us and say, I know a lot of car people.
• 49:05
  Can I sell these?
• 49:06
  The answer is yes.
• 49:07
  Yes, you can.
• 49:08
  So if you want to work with us as, and be an authorized reseller of tags,
• 49:12
  you buy in a block and then you buy at a significant discount and then
• 49:16
  you can go and resell to your folks.
• 49:18
  Car people know car people, right?
• 49:20
  And the truth is, Paul and I can't be everywhere, and there's so many
• 49:24
  great events happening, and there's so many awesome shows and whatnot.
• 49:27
  Yeah, we want people to go spread the word, and this is a great way to do it.
• 49:30
  So we do an interview, and we kind of get, you know, a vibe, and you've
• 49:33
  got to be, you know, a user, and show us that you can write a story, and
• 49:36
  kind of speak about the platform.
• 49:37
  But people get it, and Katie's right.
• 49:39
  I mean, we get calls to be places all the time, and there's just, there's no
• 49:42
  possible way to, Physically be there.
• 49:44
  And there are shows of all kinds.
• 49:45
  I mean, it's not just like high end shows like Amelia, it's anything and everything.
• 49:48
  Our idea is get it out in the market, the more the merrier.
• 49:51
  And we just absolutely love those stories.
• 49:53
  All right.
• 49:53
  One final pit stop question, which is one of my favorites because it tells me
• 49:57
  a lot about who you are as a petrol head.
• 50:00
  And even if you're not a super nerdy technical petrol head, like a lot of us
• 50:04
  are, you know, these two cars and it comes down to the boardroom scenario and you
• 50:09
  two being entrepreneurs making decisions all day long and fielding new ideas.
• 50:13
  The two ideas on the table are in silver, the Porsche 959,
• 50:17
  and in red, the Ferrari F40.
• 50:19
  Which do you choose?
• 50:21
  I don't know.
• 50:21
  I know you do.
• 50:22
  I have to think this through.
• 50:24
  I feel like this is a life or death situation for me right here.
• 50:26
  It's the ultimate rivalry.
• 50:27
  Okay, I'm gonna go with the Porsche.
• 50:29
  F40 all day long.
• 50:33
  No, no, you're both wrong.
• 50:35
  The correct answer is the Ferrari F50.
• 50:39
  A little more analog on the F40.
• 50:41
  We've gotten so many substitutions for this question.
• 50:43
  Oh, can we do the Enzo instead?
• 50:45
  Can I do this?
• 50:46
  No, no, no.
• 50:47
  Stick within the parameters.
• 50:48
  I've been in Enzo.
• 50:49
  I've been in F40.
• 50:51
  I've been in F50.
• 50:52
  I'll still take the F40.
• 50:54
  Katie, welcome to a very small subsect of Petrelheads that enjoy choosing the 959.
• 50:59
  Most people do select the F40 though.
• 51:01
  See, I don't want to get pulled over.
• 51:03
  There were other things going on in my mind for that decision.
• 51:05
  You know, there were.
• 51:06
  She does have more things than I do.
• 51:08
  But see, it makes sense.
• 51:09
  It's the 959 is very subtle.
• 51:11
  It's practical, technologically advanced.
• 51:14
  The F40 just rips.
• 51:16
  It's just a beast.
• 51:19
  Exactly.
• 51:19
  I did have both posters on my wall as a child.
• 51:22
  There you go.
• 51:24
  Well, on that note, any shout outs, promotions or anything else you'd like
• 51:27
  to share that we didn't cover thus far?
• 51:29
  Buy a tag.
• 51:31
  It makes a great gift.
• 51:32
  That's all I can say.
• 51:33
  It makes a great gift for yourself and quite honestly, it makes a great gift for
• 51:36
  your family because a lot of times you get people that, Oh, my dad's got this
• 51:39
  great car and he loves it and he buffs it with a diaper and he's been doing it for
• 51:42
  50 years and it's like, you know what?
• 51:43
  Capture that story.
• 51:44
  Sit down with your dad, capture that story so that your whole
• 51:46
  family has that forever.
• 51:48
  It's got that much sentimental value to it, you know, hang on to it for sure.
• 51:52
  I'm not sure we told people where to find us, but you can find us at autobiotags.
• 51:56
  com and that's where you can buy a tag or get in touch with us or reach out
• 52:00
  or search all the stories you want.
• 52:02
  Your car has a story.
• 52:03
  Give it a voice with Autobiotags.
• 52:05
  Your custom auto bio tag goes inside your windshield and allows anyone
• 52:09
  with a smartphone to be able to scan the tag to reveal the photos,
• 52:12
  specs and story of your car car.
• 52:14
  So life just got a whole lot easier to learn more about
• 52:17
  this revolutionary platform.
• 52:18
  Be sure to log on to www.
• 52:20
  autobiotags.
• 52:21
  com.
• 52:22
  We'll follow Paul and Katie on social at Autobiotags on
• 52:25
  both Facebook and Instagram.
• 52:27
  That's right, Brad and Katie and Paul, I cannot thank you both enough for coming
• 52:31
  on break fix, sharing your petrol head stories and informing the rest of the
• 52:35
  world about the existence of Autobiotags.
• 52:38
  And I really have to say that with all the technology that we're surrounded
• 52:42
  with, you know, everything that we talked about, it's awesome that you
• 52:44
  guys are at the front end of this.
• 52:46
  And we're able to capitalize on the technology available today to
• 52:49
  be able to put all these stories.
• 52:51
  In our pockets, be able to pull them up, share them with our friends.
• 52:55
  If our cars are traveling around, be able to share and express our feelings
• 52:58
  about our beloved ones, you know, these vehicles with everybody that's out there.
• 53:03
  So what you're providing as a service to the hobby and to the enthusiast community
• 53:07
  as a whole is absolutely amazing.
• 53:08
  And I can't thank you enough for doing it.
• 53:10
  We love car enthusiasts and we love the stories that are out there and
• 53:13
  we wouldn't be doing anything else.
• 53:14
  It's just been a wild ride.
• 53:16
  Thanks so much guys.
• 53:17
  Pleasure to be with you.
• 53:22
  If you like what you've heard and want to learn more about GTM,
• 53:25
  be sure to check us out on www.
• 53:29
  gtmotorsports.
• 53:29
  org.
• 53:29
  You can also find us on Instagram at GrandTouringMotorsports.
• 53:33
  Also, if you want to get involved or have suggestions for future shows, You can call
• 53:37
  or text us at 202 630 1770, or send us an email at crewchief at gtmotorsports.
• 53:44
  org.
• 53:45
  We'd love to hear from you.
• 53:47
  Hey everybody, Crew Chief Eric here.
• 53:49
  We really hope you enjoyed this episode of Break Fix, and we wanted
• 53:53
  to remind you that GTM remains a no annual fees organization.
• 53:57
  And our goal is to continue to bring you quality episodes
• 54:01
  like this one at no charge.
• 54:03
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• 54:07
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• 54:12
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• 54:26
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• 54:27
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• 54:30
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• 54:35
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