Interview with Alejandro Plata and Adriana Cob de Plata Industries

For those who don’t know you, what do you do at Plata Industries? What problem does your product or service solve exactly?

Plata Industries Works is the parent company that is divided into two business lines: INDUS3D, with several years of experience and Plata & Co, yet to be launched.
At Plata Industries we specialize in the development, innovation and execution of industrial and technological projects, using different tools and technologies such as additive manufacturing in INDUS3D. On the other hand, we have been developing a prototype in order to create a multipurpose expedition vehicle, capable of operating in all types of terrain and weather conditions. We expect to go to market later this year offering extreme expedition vehicles with carbon fiber components.

We are the only 3D printing farm in Vitoria-Gasteiz that allows mass production of a large number of parts without the need for plastic injection. We offer a service from prototyping to serial production, with sizes over 1m³ thanks to our own technological development.
We also have several internal trades with which we work in metal and composites. We are able to manufacture and cure at high temperature molds and parts in fiberglass, carbon… We focus mainly on the industrial sector.

By having specialized in-house trades, such as welding, body shop and carpentry, we eliminate the need for our customers to seek external suppliers or have to rely on third parties. This integrated structure allows us to reduce time and complications, providing a more efficient and effective process for them.
We love to solve complex problems and turn ideas into tangible products.

What specific problem or need did you want to solve when you launched the company? Did you have to pivot the idea?

More than solving a specific problem or need, we saw a market opportunity. Perhaps there was a need because as a business model it is something relatively new here in Spain.

With regard to 3D printing, we have remained very firm from the beginning. In the vehicle business line, we have pivoted the idea, especially attending to our real tastes and being realistic with the environments in which we fit.

Where do you see Plata Industries in the next 2-3 years?

One of our goals is to continue expanding our 3D printer farm, offering increasingly technical solutions and increasing our capacity for mass production. We want to execute comprehensive projects on a larger scale.

On the other hand, the expedition vehicle that today is a prototype about to be launched on the market, we see it positioned in the domestic and foreign market as an exclusive and trusted brand for extreme adventurers.

If you could give one piece of advice to someone who is thinking about entrepreneurship, what would it be?

Be prepared to take several blows of reality and do not get carried away by existing and successful business models a priori (networks can do much damage in this regard); what works for you may not work for you in your country. Everyone should specialize in what they believe has the most potential and differentiate themselves from the rest, offering value.

What has been the most difficult and the most satisfying thing to undertake so far?

As in any start-up business/project, our first challenge was to make ourselves known and demonstrate the quality and value of our services, while at the same time you are not billing. Little by little, with a lot of effort and dedication, we have expanded our capabilities and formed a stronger team. To this we can add investments made in machinery and material.

The most satisfying thing we have seen above all is once you stop the autopilot, look back and realize how much you have achieved and evolved.

What don’t people see behind starting a startup and should know?

Starting and growing your own business is a feeling of surfing waves continuously. You will go through new or unknown situations and that can give you a mix between adrenaline and vertigo.

Although we have all heard that having your own business involves a lot of work, there is really no awareness of the degree of dedication and care that it needs, at the minimum that one day you stop watering the plant, do not expect to get fruits.

The tip of the iceberg that everyone sees is when things start to go well, but behind it there is a strong implication and sacrifice. This sacrifice involves depriving yourself in many occasions of being with family/friends or simply having time for yourself… We always hear two ideas: “if you organize yourself well there is time for everything” and “if it is something you like it is not work”. In our opinion, the hours of the day are really limited and do not give for more. Besides, as humans that we are, something you are passionate about can also entail harder days, denying it is self-deception and toxic self-deception.

Let’s not forget the financial part and the instability that it will entail for several years. Even if you have previous savings, you have to be prepared to suffer a great loss of cash, whatever you think is worth X, is worth two, and even more if you are dedicated to developing something. It is also important to have a minimum of financial education.

The larger the company grows, the greater the risk and the greater the control required.

If you could go back and start over, would you do anything differently?

• Adriana: analyze the profitability or economic return of the time invested in something and plan strategies with a clear objective. The more you grow, the more every minute you spend, the more it costs.
• Alejandro: focus more efforts and close fronts.

¿How do you reconcile entrepreneurship with your personal life? Is there any routine, habit or “trick” that helps you to maintain the balance?

In our case, it is complicated to start a business and to combine life as a couple.

We must know how to differentiate very well between work and “normal” life. We often bring work home with us and it can be unhealthy. We find the balance by solving the problems as efficiently as possible and not to hover around the same subject for a long time.

• Adriana: It helps me to walk my dogs and play sports, although I don’t dedicate as much time to it as I would like.
• Alejandro: since there is no personal life, I don’t have to keep the balance.

Round of quick questions

• Brand/company that inspires you:
  • Adriana: Banbu Zerowaste, BambuLab, Pagani
  • Alejandro: Koenigsegg

• Phrase that most motivates you in your work?Failure is not trying.
• If you could have a meeting with any character from history, who would it be? We can’t just pick one option. We are struck by women who have been able to assert themselves in a male-dominated world, I would love to meet people who have been able to assert themselves in a world dominated by men, who have fought for human rights and courageous people who have questioned the beliefs of the time. Characters like Cleopatra, Hypatia of Alexandria, Galileo…I would love to know how is the day to day life with a person who has a visionary mind or ideas, able to imagine impossible things that supposed heresy at the time.
• If you were to go back to the past, would you go back to entrepreneurship?Embarking not only in Plata Industries, but in general in entrepreneurship, has meant choosing a high-risk path (especially in Spain) which has made us learn and evolve in many ways.

  Have we ever wondered what our life would have been like now if we had chosen another path? Surely we would have a more conventional job and a schedule that allowed us to have more control over our lives, but we doubt that we would have felt as fulfilled as we do now, and besides, every day is different here. We are happy to know that these are the anecdotes and lessons that we will take with us when we are old.