Alright – so today we’ve got the honor of introducing you to José Francisco Montes. We think you’ll enjoy our conversation, we’ve shared it below.
José Francisco, appreciate you joining us today. Let’s jump to the end – what do you want to be remembered for?
From the first moment that I founded my company, I knew that I wanted to leave a seed so that in the future we would all transport ourselves by bicycle within cities and communities, thus generating more humane cities where we all greet each other, help each other, and where public spaces be quieter and cleaner. Today it is known that the bicycle pacifies the environment. I hope that my company transcends reaching everywhere and that all people move on my bikes.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Hi, I’m José Francisco Montes, and since 2011 I’ve been making urban bikes with a vintage soul. I am from Mexico, particularly from the north where I have all my roots.
My parents taught me to respect the environment, to be a good neighbor and a good citizen, always with my own personality.
I studied Mass Media with an emphasis on marketing, however I have to say i’m a frustrated biologist.
As a child I used to watch the ants build their tunnels, or watch the fish dive into the depths of a lake; I admired the giant trees of the forest and the sound of firewood being consumed in a campfire.
Life takes many turns…Today I do sustainability things like a biologist would, but having studied marketing gave me the knowledge to found my company, Deimos Bikes.
Since I was a student, I made a living with mini-businesses like selling music records, because of course YouTube and Spotify didn’t exist at the time.
I even worked as a waiter in a seafood restaurant and selling ice cream in shopping malls. So I always had that concern to create. I had entrepreneurship skills but lacked focus.
In 2009, I had the opportunity to work in Poland and there, as a metaphor, the bike rang the bell and gave me the way to go… I found the purpose I was searching for. After a couple of months, I became a commuter and I’ve never been so happy.
So, I gave my best to learn everything from the world of urban cycling. The more I read the more I was amazed. I understood that there’s no more democratic vehicule. I said to my self… it’s decided, I’ll make bikes.
Finally, in 2010, I talked with my polish boss and let him know that I would not renew my contract and I will return to my country.
Already back, spent all the time working on the design of the bikes, logo, concept, suppliers and start date. I had no social life because I was very excited and my family noticed; actually one night they told me: Well done, discipline is worth more than talent. I will never forget those words.
May 11th, 2011 my company was born one year later after my come back.
The process was very complicated because everyone told me: “bicycles? How do you expect someone to buy one from you if there is no cycling infrastructure or culture? Why not just set up a regular bicycle store instead of create a brand?
No way you can find urban bycicle pieces here”.
None of that put me off, I was clear and determinated to make it. Every day I was looking for data that would give me certainty about the business model and not just a hunch; besides I didn’t want just another company from the bunch, so I invited a very talented artist to be part of the family and that was the difference over other bike brands: the hand-painted process as a blast. Why have a generic bike? Imagine your bike with custom desing like your pet, a phrase, your tattoo? The limit is the sky.
When you see Deimos social networks, the web site or the photos, even the store, they all match because they use the same lenguage… warm, fresh, simple and tells a story.
I have tons of dreams that I want to fulfill, one of them is to have a presence in the United States.
Well, this is how I created my company, here you will see my work. Hope you like it.
Thanks for reading me!
Can you open up about how you funded your business?
Money is the first problem you encounter when you want to start a business, however that is a bit of a myth. Let me explain.
Naturally you need capital, but we are lucky to live in an age where you can offer your products virtually without having a physical space or a big production, at least initially. Good shots, nice caption below, consistency and constancy in social media, make alliances, that’s the basics. And it’s not that complicated.
I started online, even my first model was not real! I made a render, posted it and sold it the same day. So, when I get the order immediately started building the bike. It wasn’t my best work but I was very proud of myself.
A cute photo session an order confirmed, and so on. You must be patient and know that every penny that comes in goes to the company, not to you. Consider having reasonable savings to support the start.
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
Once I had everything developed, I contacted a group of metal experts to help me with the manufacturing process. I had no clue how to make bicycle frames, but they helped me a lot. I learned about the properties of steel, how to weld and bend. I gave them my design, we corrected some things and finally the first prototype came out. It was beautiful.
After that I trained to paint the frames, this is one of the most crucial steps because it is too delicate and expensive.
Now it’s time to assemble the bike, I looked for tutorials and went to bike work shops to learn the details. They were kind of jealous to teach me, but I kept a very nice attitude and they accepted.
Ok, i alredy had my team and launched the first model in the history of the company: París Poseidón. All vintage, turquoise color with beige, handmade wicker basket, classic headlight, 144 spokes, comfortable saddle and a catchy name.
I learned that listen to the market combine it with your philosophy, this is that I need,
Contact Info:
- Website: https://deimosecosystems.com/
- Instagram: https://www.instagram.com/deimosbikes/
- Facebook: https://www.facebook.com/DeimosBikes
- Twitter: @deimosbikes
- Youtube: DeimosBikes
Image Credits
Deimos Bikes