Startups Interviews: Carbon Voyage CEO James Swanston

The following was an interview for the magazine Made in Shoreditch with 

James Swanston is the founder of Carbon Voyage, a startup dedicated to finding efficient transportation solutions. Prior to moving to the United Kingdom in 2007, James ran a number of small enterprises in Australia in the wine, property, and IT industries.

As well, James has served as an officer in the Australian and British Armies, including tours of duty in Malaysia, East Timor, Iraq, Falkland Islands and Afghanistan, and was awarded the United States Bronze Star Medal and the Australian Joint Operations Command Commendation for service in Iraq. James holds Bachelor degrees in Law, International Business and Modern Asian Studies, a diploma in Export Management and a Masters in International Relations and Asian Politics.

G: Tell us about your startup, Carbon Voyage

J: Transport is quite inefficient with lots of empty journeys and part loads, which creates unneeded costs, carbon, and congestion. We have built some software that can be used to book and manage transport journeys, and in doing so, find opportunities to share journeys and fill empty return loads. Over the last twelve months, we’ve been working with some fairly big organisations to build our credibility in the marketplace and also ensure that we’ve got our proposition and technology right.

G: What were the biggest obstacles in launching your company, and how did you overcome them?

J: Funding a new business is always a massive challenge. To date, we’ve been fairly fortunate to have been able to do this without any real external investment, although a point will come where we will need to consider this. As the business grows though, this challenge will remain, particularly in terms of managing cash flow.

G: What would you say has been your most memorable moment since launching Carbon Voyage?

J: I guess the most memorable thing is to see the technology when it has first been built. We’ve just finished building some new freight software that we’ve been working on for a very long time, and this is particularly exciting for us.

G: Can you give us a few ‘Do’s and Dont’s’ for setting up a new company?

DO

  • Get your product or service out there and iterate quickly based on customer feedback
  • Look at setting up strong partnerships
  • Keep fixed costs down as much as possible, and be careful about what you spend your money on

DON’T

  • Take your focus off sales and marketing
  • Let obstacles get in your way

G: Why did you choose Shoreditch in launching your startup?

J: Shoreditch is a pretty cool part of London, and it is great to have lots of other startups around you who relate to all the ups and downs of running a business and pursuing your dreams.

G: What does the ‘Silicon Roundabout’ have to do to compete with Silicon Valley?

J: We really need to ensure that the right talent can come to the UK and London to build great startups, and the Government could play an active role doing so.

G: Who/what are your favourite entrepreneurs/startups in Shoreditch?

J: I really like Moo and Tweetdeck, and there is also a great environmental business called AMEE. And of course, there are some great businesses in the Accelerator!

G: What does the future have in store for Shoreditch?

J: I hope it continues to draw in cool start-ups so that there is a vibrant community built up of start-ups form around the world. At the same time, I hope that it doesn’t completely lose the edgy, fun atmosphere that makes Shoreditch a special place.

Sustainable Mobility: Use transport in more efficient ways saving both money and carbon

Sustainable Mobility: Use transport in more efficient ways saving both money and carbon.

Green Shoots can help – an article in the Municipal Journal

This article was written in the Municipal Journal – please visit here to read it.

Pressure to lower costs can go hand in hand with initiatives to reduce the carbon footprint of local authorities, suggests James Swanston

The next few years will see a reduction in local authority budgets of more than one-quarter, together with similar targets for cutting carbon levels.

The fundamental challenge posed by the Comprehensive Spending Review (CSR) also presents an opportunity for the ‘other’ CSR – corporate and social responsibility to start providing solutions.

But, while corporate and social responsibility can be seen as a mechanism to produce an overall positive impact on society, including a cleaner environment, it can also be aligned with cost-saving measures, since the two go together – cost savings can lead to carbon reductions, while carbon savings and sustainability measures can result in cost reductions.

Transport is a significant element of all government expenditure, and cannot be excluded from spending cuts. And yet transport is a core element of many local services, including emergency services, education, health and welfare.

Sustainable transport strategies can help deliver massive financial savings through improved efficiency, with a minimal impact on underlying services, and savings in the region of 20% are not unrealistic. Local authorities can adapt a number of strategies to address this challenge, using existing technology, solutions and concepts which are already available.

In some respects, the financial spending cuts are not as significant as the legally-binding carbon reduction/management targets being set. Nationally, the UK is meant to reduce its transport-related carbon emissions from 135 to 111 MtCO2e by 2020.

Accurate reporting for Scope 1 and 3 Greenhouse Gas (GHG) Emissions is a key component of this, and while more focused on central government at present, it will be quite enlightening to see how successful the recent Revenue and Customs 2010-11 dry run sustainability reporting is, given that public sector spending has not always been that transparent – a fact highlighted by the DCLG when it decided to ‘open the books’ in August 2010.

Ultimately, any new strategy will cost money to implement, whether it is about deploying new technology, training, education, communications, or incentives. However, sustainability-focused transport strategies can have very fast returns on investment.

Consider the case of taxi usage around Whitehall by six central government ministries, which costs around £10m a year – so the total central government cost is significantly more. Imagine if a strategy was implemented whereby all staff had to use public transport, with the exception of key personnel or those who shared, and a shuttle service was set up between key government locations. The cost savings could be immense.

Local authorities have an unenviable task of seeking immediate savings, with more needed in coming years, while not increasing council taxes. This, therefore, requires a rapidly-implemented plan incorporating efficiency, reduced services and new revenue streams.

Here are some generic ideas which may be of use. A key enabler for any idea is robust management information to make the right decisions – and often this is not available.

Fleet management

Greater fuel efficiency can be achieved through driver training in a very quick space of time, and some telematic devices can provide a more sophisticated solution to enable this, as well.

Another option is to use hybrid vehicles, but this is obviously a more expensive proposition in the short term, depending on funding arrangements, and also are less effective than highly-efficient diesel vehicles on highways.

Consideration should also be given to whether an organisation actually needs its own vehicles, or whether it could share a fleet with an adjoining local authority.

Alternatively, there may be some merit in seeing whether a fleet size needs to be maintained or whether there are car clubs/car hire schemes that could be used, enabling an authority to see off under-utilised fleet vehicles.

Car parking

Where councils operate their own parking facilities, consideration should be given to changing the tariff structure to something that is based on a vehicle’s carbon emissions, and incorporate special rates for car sharing.

Not only can this provide a new revenue stream, but would start to address carbon and air-quality issues by incorporating special rates for car sharing. It could also start to reduce the horrific rates of single car occupancy and congestion while, at the same time, free up car parking spaces that can then generate more revenue.

Incentivising staff in local authorities to walk, cycle or use public transport would have health benefits, and also help free up parking spaces for members of the public or local businesses.

Shared services

Given the 30-40% empty running/dead mileage rates in taxis and private hire vehicles, as well as road freight, collaboration between neighbouring local authorities could look to fill these empty vehicles for a discount.

Procurement processes should factor in opportunities to work with other organisations and, if an office is located in a business park, there are opportunities to have a shared taxi service or shuttle bus schemes.

Change is inevitable because of cost pressures, but it is still useful to understand some of the barriers that organisations and individuals need to address. Competition for scarce resources will become greater, inefficient procurement mechanisms need to be removed, employee terms and conditions may need to change, and organisational change must be fully supported from the top-down.

Staff will need to trust new strategies and have the right incentives and information in place to support change, and understand just how new approaches can help maintain key services and protect jobs. Harsh decisions may be needed to meet the current financial landscape, but there are also opportunities to create local services that are more sustainable in economic and environmental terms.

Those who support the need to address climate change should appreciate the need for urgent action, while those who are sceptical will hopefully discover just how neatly financial and environmental savings can go together.

Beating the rise in fuel costs

Ushering in the new year was not just a set of parties and festivities but also increases in public transport costs and fuel (via the fuel duty and the increase in VAT) – The Scotsman referred to it as New Year fuel duty rise leaves lorry drivers facing ‘a £95m hangover’ and The Independent also mentioned that the situation could get worse due to a potential spike in the price of oil – and the price of fuel has gone up 20% in the last two years as highlighted in this BBC article. In The Independent article, the Freight Transport Association was quoted as saying that these price rises would see lorry drivers paying an additional £1,200 per year in fuel costs. The Daily Mail suggests that motorists will need to pay an additional £255 per year to run their cars.

Obviously this is concerning for those who drive and those that provide transport services; however this also needs to be seen in the context of the massive inefficiencies across the transport sector. One of the terrible statistics is single occupancy in vehicles which averages 60% (and 84% for commuting) which is crazy. Price rises could be ‘combated’ by increasing charges to customers, which then just serves to compound the inflationary pressures created by the VAT and fuel duty increases. The better solution is to look at where efficiencies can be generated. Given the scale of inefficiencies within the industry (30-40% empty running/ dead mileage for taxis and road freight), the real answer is to address this which can happen very easily, whether it be driver training, more efficient fuel products or technology solutions that help better match up demand and supply, which is obviously at the core of what our technology does. Continued price rises will also start to change the equation around the cost-benefit of switching to hybrid technology and coupled with the announcement about subsidies to purchase electric vehicles will potentially see some interesting developments in this direction. This is of course accompanied by significant capital expenditure so really the short term solution and the easy wins are around driver training and technology.

I appreciate the concerns that motoring associations and industry commentators have, but the reality is that the transport industry is immensely inefficient and has a massive environmental impact – the way to deal with this is to seriously implement more sustainable ways of travelling and nothing else is good enough.

Upcoming Events

Over the next two months, we’re really pleased to be able to participate in two major sustainability events.

The European Future Energy Forum is being held at ExCeL from 19-21 October. We will be hosting a sustainable transport round table discussion on the 20th.

In November, we are one of the sponsors for Eco2 Transport which is a really exciting event at Earl’s Court focused on all things about sustainable travel. We will be giving a speech on some of the work we have been doing as well as providing an insight into the twin issues of technology and behaviour, and how these two big matters need to be dealt with to create a workable sustainable transport strategy.

Why will people only share cabs during a tube strike?

On Wednesday, there is some likelihood that there will be a tube strike on the London Undergound and Docklands Light Railway. When it happened last year, there were a number of taxi sharing initiatives set up by Transport for London (TfL) that were reported on. It really is a shame that taxi sharing (and car sharing) is not part of normal life here as it is in other countries as it is a great way to save money, meet new people and reduce your impact on the environment. Peter Jackson from the BBC considered this last year during the tube strike and his leading comment was:

“Londoners hit by a 48-hour Tube strike are being encouraged to taxi-share to keep the city moving. It’s an idea that makes sense on any day of the year – but can the notoriously reticent British really take it to heart?”

It is an unfortunate set of circumstances but pretty true. Typically, our customers save 30% of the shared component of their fare when they share, so there is an economic argument in favour of sharing, and in these tough financial times, that’s not a bad deal.

PS. If you do want a cab during the strike, I would book early online or via 0844 669 4444!

The Launch of Tesco Carbon Voyage

We are launching a ride sharing service called Tesco Carbon Voyage this week in partnership with Tesco and the University of Manchester’s Sustainable Consumption Institute (SCI). The service will be operating as a twelve week trial at three of Tesco’s big stores in North West London; if it proves successful, it may be extended. To visit the site, click here. The service will be offered to Tesco Clubcard holders in three Tesco Extra stores in North West London.

This is a really important activity; 84% of all passenger car trips in the United Kingdom only have one occupant according to DfT figures, so any opportunity to increase vehicle occupancy can have a impact on reducing carbon emissions, congestion as well as cost. The service we provide will be great in being able to get a baseline of the impact of customer travel to and from these stores and then identify potential financial and environmental savings.

What we are trying to do here is firstly understand travel patterns to and from supermarkets and then provide Tesco customers with a safe and convenient way to share their trips to and from their stores. The customers of the service will be able to book via phone, text or online. We will capture all the financial and environmental data so customers can find out how much they are saving through the ride-sharing scheme.

At the end of the trial, the SCI will also interview several hundred participants to get a detailed understanding of their views to such a service – what is a good enough incentive to get people to share, what barriers are there and so on. Something that is unique here is that not only are people being surveyed about their travel patterns, but we have the opportunity to see what they actually do. The SCI has also written a short information piece on this trial here.

As a start up, this is a tremendous opportunity to deploy a service on a very large scale and demonstrate the value of what we have to offer, and we’re really pleased to have been selected by these organisations to help them deliver this service.

Travelling to Festivals

According to a BBC article, travelling to and from events is the most environmentally harmful aspect of festivals. This was based on a report by Julie’s Bicycle, which is a not for profit organisation that was set up a while back to help the industry clean up its act. I’ve really only been to one big concert in the UK and by far – the worst bit was the nightmare of trying to leave at the end because everyone was getting in their own taxis – of course many of these people would have been going to exactly the same train station (the only one in a twenty mile radius of where the concert was at).

An oft cited statistic from me recently is from the DfT‘s recent report on traffic statistics for 2009. In it, it highlights that 84% of all passenger car traffic in the UK involves only a single occupant. This is a pretty crazy statistic – and I guess partly why there is so much traffic congestion. There is plently of empirical evidence to demonstrate the financial and environmental savings that can be achieved through improving the utility of transport vehicles. We’re about to start an activity with a very large retailer and a university to understand what incentives are enough to get people to share and what the real and perceived barriers are. While this is initially based around minicabs (as they are part of a regulated scheme), the same principles could apply to any form of sharing.

Interns Wanted

Carbon Voyage is looking for a marketing or PR guru with entrepreneurial flair and a passion for the environment to join our team. If you are interested, please contact careers [a] carbonvoyage [dot] com.

Responsibilities
While KPIs will be based on individual skills and experience, responsibilities are likely to include:

-Assist with managing website copy and contributing to the company’s blog.

-Communicating with customers via social networking platforms and newsletters.

-Drafting press releases.

-Drafting of marketing material for business.

-Assist with customer relations and monitoring customer behaviour.

Knowledge, Skills & Qualifications

Must have:
-Excellent communication skills and writing abilities.
-Technologically savvy with a high comfort level in the use and application of information and communication technology.

Preferred:
-Marketing or communications related studies or experience. There are B2C and B2B elements to the business, so experience in either will be valuable.
-Experience in the environment and/or transport sector, particularly major environmental reports, policies and carbon accounting methodologies.
-Experience in provision of customer support.

Other requirements
-It is essential that this person at the very least have an interest in and awareness of green/CSR issues.
-UK based at present.

Persona/ style/ demeanour
-A can-do attitude, who is undeterred by obstacles
-Strong work ethic and very professional
-Extroverted; able to assist in representing the company in a large audience.
-Something of an entrepreneurial spirit with a readiness to work flexibly given the start-up nature of the business.

Why might this person want to join the venture?
-Belief in the concept of the venture
-Strongly committed to green agenda and ventures that support such
-Strongly committed to making a difference to a more sustainable provision of transport services, both here in the UK and globally
-Excitement of being a part of a new start-up venture

Remuneration:
Initially, the role will be offered on an agreed expenses only basis.  The role is anticipated to be equivalent to approximately 1.5 days per week.

Role to be located:
The office is located in Shoreditch; however, the business is run virtually, so the majority of work can be done at home. Occasional visits to customer locations in London may be required.

Interview with Founder

A few months ago, James Swanston was interviewed by Hugh Mason of Pembridge to discuss his journey through the G2I program run in London.  Anyway, here is the interview!

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