Global electronics manufacturing is changing — and this Houston company is leading the way

HOUSTON INNOVATORS PODCAST EPISODE 87

Misha Govshteyn joins the Houston Innovators Podcast to discuss the evolving electronics manufacturing industry. Photo courtesy of MacroFab

When the pandemic hit, global supply chains across industries were affected, and major corporations and consumers alike continue to be affected — especially when it comes to manufacturing.

In March, General Motors had to shutdown production at three factories due to the global shortage of semiconductors, while gaming systems like PlayStation and Xbox are dealing with a chip shortage that will affect production into next year.

Houston-based MacroFab has a solution. The company has developed a software solution and digital platform to optimize electronics manufacturing by creating a network of factories across North America. The growing business, which was founded in 2013 by Chris Church, saw a setback at the beginning of the pandemic just like most industries. But, Misha Govshteyn, CEO of MacroFab, says the company finished last year on track.

"We really reignited our growth in the second half of 2020 just as the economy started to reopen," Govshteyn says on this week's episode of the Houston Innovators Podcast. "We had about 100 percent growth in the second half of the year, and that really led to our ability to close our most recent round."

That round — a $15 million series B — was led by New Jersey-based Edison Partners. ATX Venture Partners also participated, along with strategic investor Altium Limited, a leader in the electronics design software space. Govshteyn says that it's an important moment for MacroFab to prove out its solution to manufacturing.

"In a lot of ways, the concepts we've been talking about actually crystalized during the pandemic. For a lot of people, it was theoretically that supply chain resiliency is important," Govshteyn says. "Single sourcing from a country halfway around the world might not be the best solution. ... When you have all your eggs in one basket, sooner or later you're going to have a break in your supply chain. And we've seen nothing but breaks in supply chains for the last five years."

For years, global manufacturers have faced supply chain challenges with tariffs, and the pandemic and its accompanying shutdowns took these challenges to a whole new level.

"Supply chains haven't recovered — if anything, things have gotten worse. It's a perfect storm of customers realizing they have to rethink the way they source products," Govshteyn says.

One of the ways to bring the logistics of the process into the modern era. Some industries, like plastics manufacturing, are already doing this, Govshteyn says, but MacroFab has a huge opportunity within electronics.

"We think everything's going to look like a cloud service in the future. Everything is going to be software-driven, and API-addressable," Govshteyn says. "We're staking a claim to electronics manufacturing being one of those areas — and we're still the only company doing so."

Govshteyn shares more about the manufacturing business and the role Houston is playing on the episode. Listen to the full interview below — or wherever you stream your podcasts — and subscribe for weekly episodes

Houston-based MacroFab has created the Uber or Airbnb of electronics manufacturing. Getty Images

Houston electronics manufacturing company gears up for growth

On the line

It takes an unnecessarily long time for electronic devices to get from idea to reality — and much of that is due to inefficiency in manufacturing. Just getting a prototype together takes weeks of back and forth between the engineer and the manufacturer.

"The business model for contract manufacturing hadn't changed in 30 years," Chris Church says. "It was phone calls, emails, going out and playing golf, going to lunch, and negotiating everything endlessly."

Houston-based MacroFab is addressing these antiquated and outdated ways of manufacturing and changing the way electronics manufacturing is done. For its revolutionary work, the company has consistently seen its revenue at least double — sometimes tripling or quadrupling — every year, and projects to at least triple in 2019.

Addressing an underserved market
Church — who has a background in hardware development, specifically within robotics — created MacroFab in 2013 and launched the platform in 2015. Misha Govshteyn joined the board in 2014 and became CEO last summer. The duo co-founded cloud-based security-as-a-service company, Alert Logic, in Houston in 2002.

Using its custom software, MacroFab enables customers to upload their designs through the website, where they can then receive projected timeline and pricing information from the get go. The company has its own manufacturing area in its office for prototypes and small orders, but its network of large manufacturers is a key part of the MacroFab's growth equation.

The company has about 20 manufacturing plants as partners that can pick up manufacturing jobs from MacroFab customers when the plant has space on its lines up for grabs. Rather than let available capacity go to waste, these plants can easily pick up the design and materials to start production.

"It's not dissimilar to what Uber is doing with cars — there's a lot of people with cars that could give you a ride if they knew you were out there," Govshteyn says. "It's that matchmaking function is essentially what we're doing with our customers."

The manufacturing partners benefit from jobs they otherwise wouldn't have, and the MacroFab customers get access to a plant that they didn't have to do the legwork to find. Govshteyn says a he's heard horror stories from people who had orders that were unceremoniously dropped by a manufacturer because another one of its clients just placed a large order.

"That shouldn't happen. If a factory gets too busy, it should be easy enough to take that job and move it somewhere else," Govshteyn says. "But, right now, there's not a way to do that."

Using cloud technology, the MacroFab platform can easily share the design and translate it to any given factory, Church says. They also have a technology that combine smaller orders together so there's no wasted resources, which brings down the cost for the customer.

While usually a company might have to find a new manufacturer as they scale up and start making larger orders, MacroFab customers don't have to start from scratch to find a new plant that can take their order — MacroFab will do the matchmaking for them.

"We've created and are continuing to build a marketplace for excess manufacturing capacity," Church says.

MacroFab owns the customer experience and the sales aspect — ensuring a more positive and consistent experience — while the manufacturers can just take the jobs and go.

Scaling up
The manufacturing marketplace is a newer focus for MacroFab — the company just launched it in beta this year — and is a big proponent of the company's growth. Before, the company was limited to what it could produce in its own factory taking on prototype and small orders. Now, with access to the manufacturers, the company has served 1,700 customers, building 500,000 units for about 4,000 different products. Those figures, Church says, are scaling up so rapidly as they expand to new partners.

"This is the first quarter where more gets produced outside of our factory than inside of it," Govshteyn says. "By this time in Q1, 75 percent of our revenue will [come from outside manufacturing plants.]"

Since manufacturing plants haven't historically collaborated, Govshteyn says the reception from manufacturers has been "cautiously optimistic." But then they realize they are getting customers for free — all they have to do is meet the requirements and deliver on time, he says.

"It's great for them to see that their factory is only half used, but then they can fill it up with jobs from MacroFab," Govshteyn says.

Houston has been a great city for MacroFab with its port manufacturing and logistics, two things Govshteyn says MacroFab is focusing on.

"At the end of the day, we're a manufacturing company, and I think we'll dabble in logistics," he says. "There's a lot worse places to start a logistics-heavy company."

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Houston tech platform raises series C round backed by Mastercard

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Hello Alice, a fintech platform that supports 1.5 million small businesses across the country, has announced its series C round.

The amount raised was not disclosed, but Hello Alice reported that the fresh funding has brought the company's valuation to $130 million. Alexandria, Virginia-based QED Investors led the round, and investors included Mastercard, Backstage Capital, Guy Fieri, Golden Seeds, Harbert Growth Partners Fund, How Women Invest I, LP, Lovell Limited Partnership, Tyler “Ninja” and Jessica Blevins, and Tamera Mowry and Adam Housley, per a news release from the company.

“We are thrilled to hit the milestone of 1.5 million small businesses utilizing Hello Alice to elevate the American dream. There are more entrepreneurs launching this year than in the history of our country, and we will continue to ensure they get the capital needed to grow,” Elizabeth Gore and Carolyn Rodz, co-founders of Hello Alice, say in a news release. “In closing our Series C, we welcome Mastercard to our family of investors and continue to be grateful to QED, How Women Invest, and our advocates such as Guy Fieri.”

The funding will go toward expanding capital offerings and AI-driven tools for its small business membership.

“Our team focuses on finding and investing in companies that are obsessed with reducing friction and providing superior financial services solutions to their customers,” QED Investors Co-Founder Frank Rotman says in the release. “Hello Alice has proven time and time again that they are on the leading edge of providing equitable access to capital and banking services to the small business ecosystem."

Hello Alice, which closed its series B in 2021 at $21 million, has collaborated with Mastercard prior to the series C, offering small business owners the Hello Alice Small Business Mastercard in 2022 and a free financial wellness tool, Business Health Score, last year. Mastercard also teamed up with other partners for the the Equitable Access Fund in 2023.

“With Hello Alice, we’re investing to provide support to small business owners as they look to access capital, helping to address one of the most cited business challenges they face,” Ginger Siegel, Mastercard's North America Small Business Lead, adds. “By working together to simplify access to the products and services they need when building and growing their business, we’re helping make a meaningful impact on the individuals who run their businesses, the customers they serve, and our communities and economy at large.”

While Hello Alice's founders' mission is to help small businesses, their own company was threatened by a lawsuit from America First Legal. The organization, founded by former Trump Administration adviser Stephen Miller and features a handful of other former White House officials on its board, is suing Hello Alice and its partner, Progressive Insurance. The lawsuit alleges that their program to award10 $25,000 grants to Black-owned small businesses constitutes racial discrimination. Gore calls the lawsuit frivolous in an interview on the Houston Innovators Podcast. The legal battle is ongoing.

Inspired by the lawsuit, Hello Alice launched the Elevate the American Dream, a grant program that's highlighting small businesses living out their American dreams. The first 14 grants have already been distributed, and Hello Alice plans to award more grants over the next several weeks, putting their grant funding at over $40 million.


NASA awards $30M to Houston space tech company to develop lunar rover

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Houston-based space technology company Intuitive Machines has landed a $30 million NASA contract for the initial phase of developing a rover for U.S. astronauts to traverse the moon’s surface.

Intuitive Machines is one of three companies chosen by NASA to perform preliminary work on building a lunar terrain vehicle that would enable astronauts to travel on the moon’s surface so they can conduct scientific research and prepare for human missions to Mars.

The two other companies are Golden, Colorado-based Lunar Outpost and Hawthorne, California-based Astrolab.

NASA plans to initially use the vehicle for its Artemis V lunar mission, which aims to put two astronauts on the moon. It would be the first time since the Apollo 17 mission in 1972 that astronauts would step foot on the lunar surface.

The Artemis V mission, tentatively set for 2029, will be the fifth mission under NASA’s Artemis program.

“This vehicle will greatly increase our astronauts’ ability to explore and conduct science on the lunar surface while also serving as a science platform between crewed missions,” says Vanessa Wyche, director of NASA’s Johnson Space Center in Houston.

Intuitive Machines says the $30 million NASA contract represents its entrance into human spaceflight operations for the space agency’s $4.6 billion moon rover project. The vehicle — which Intuitive Machines has dubbed the Moon Reusable Autonomous Crewed Exploration Rover (RACER) — will be based on the company’s lunar lander.

“Our global team is on a path to provide essential lunar infrastructure services to NASA in a project that would allow [us] to retain ownership of the vehicle for commercial utilization during periods of non-NASA activity over approximately 10 years of lunar surface activity,” says exploration,” says Steve Altemus, CEO of Intuitive Machines.

Intuitive Machines’ partners on the RACER project include AVL, Boeing, Michelin, and Northrop Grumman.

Intuitive Machines plans to bid on the second phase of the rover project after finishing its first-phase feasibility study. The second phase will involve developing, delivering, and operating the rover.

In February, Intuitive Machines became the first private company to land a spacecraft on the moon with no crewmembers aboard. NASA was the key customer for that mission.

Houston expert: How to avoid 'ghost hiring' while attracting top talent

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One of the latest HR terms grabbing attention today is “ghost hiring.” This is a practice where businesses post positions online, even interviewing candidates, with no intention to fill them. In fact, the role may already have been filled or it may not exist.

Usually, an applicant applies for the job, yet never hears back. However, they may be contacted by the recruiter, only to learn the offer is revoked or a recruiter ghosts them after a first-round interview.

Applicants who are scouring job sites for the ideal position can become discouraged by ghost hiring. Employers do not usually have any ill intentions of posting ghost jobs and talking with candidates. Employers may have innocently forgotten to take down the listing after filling the position.

Some employers may leave positions up to expand their talent pool. While others who are open to hiring new employees, even if they do not match the role, may practice ghost hiring when they want a pool of applicants to quickly pull from when the need arises. Finally, some employers post job roles to make it look like the company is experiencing growth.

When employers participate in ghost hiring practices, job candidates can become frustrated, hurting the employer brand and, thus, future recruiting efforts. Even with the tight labor market and employee turnover, it is best not to have an evergreen posting if there is no intention to hire respondents.

There are several ways employers can engage candidates and, likewise, build a talent pool without misleading job seekers.

Network

A recruiter at their core is a professional networker. This is a skill that many have honed through the years, and it continues to evolve through social media channels. While many recruiters lean on social media, you should not discount meeting people face-to-face. There is power in promoting your organization at professional meetings, alumni groups and civic organizations. Through these avenues, many potential candidates will elect for you to keep them in mind for future opportunities.

Employee Referrals

When recruiters want to deepen their talent pool, they cannot discount the employee referral. Simply letting employees know and clearly stating the exploratory nature of the conversation can lead to stellar results. Employees understand the organization, its culture and expectations, so they are more likely to refer the company to someone who would be a good fit and reflect highly on them.

Alternative Candidates

In recent years, organizations and recruiters are more dialed into skills-first recruiting practices. Creating job postings that emphasize the skill sets needed rather than the years of experience, specific college degree or previous job titles, can yield a crop of candidates who may be more agile and innovative than others. Fostering relationships with people who fit unique skills needed within the organization can help you develop a deeper bench of candidates.

Contingent Workforce

Part-time workers, freelancers, and independent contractors are a great way to build connections and the talent pool. These workers and their skills are known entities, plus they know the organization, which makes them valuable candidates for open roles. If their expertise is needed on a regular basis, it is easier to have open conversations about a potential expansion of their duties or offer full-time work.

Internal Talent

Human resources and recruiters need to work with managers and leadership to intimately know what kind of talent lies within their own organization. Current employees may have the strengths, skills, and capabilities to fill new positions or roles. Through conversations with employees and their managers, you can identify who can flex different skills, but even more importantly, the ambition to grow within the company.

In every instance, it is crucial for recruiters and hiring managers to be transparent in their intentions. Communicating within your network that you are always looking for great talent to fill future roles sets the tone. When communicating with candidates, whether there is a pressing job opportunity or not, be clear from the onset regarding your intentions for hire. With a transparent approach to hiring and candidate development, you will keep the employer brand intact and maintain recruiting power.

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Jaune Little is a director of recruiting services with Insperity.

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