Idealab founder Bill Gross started selling solar energy kits in 1973 at 15 years old. Now he’s leading solar tech company Heliogen
Idealab and Heliogen Founder Bill Gross speaks onstage during Vox Media’s 2022 Code Conference on September 08, 2022 in Beverly Hills, California.
Jerod Harris | Getty Images Entertainment | Getty Images
Bill Gross is best known for founding the technology incubator Idealab in 1996, after starting a handful of companies in software, education tech and online services spaces.
In the quarter-century since, Idealab has has started more than 150 companies and had more than 45 successful exits. Today, Gross devotes virtually all of his time to being the CEO of clean energy company Heliogen, which he launched out of Idealab in 2013, scoring Bill Gates as an early investor.
But Gross has always been a climate tech entrepreneur. He’s just had to wait for the world to catch up with him a bit.
He actually started a solar device company when he was in high school, long before he got into software, and the money he made helped him pay for college.
Gross grew up in the San Fernando Valley in Los Angeles. When he was 15, in 1973, gas was rationed after OPEC imposed an oil embargo against the United States in order to punish the U.S. for providing support to Israel in the Arab-Israel war.
“You only could buy five dollars of gasoline per day. And I remember that my mother couldn’t buy enough gasoline to drive me to school,” Gross told CNBC in a video interview earlier in the fall.
So Gross had to ride his bike to high school. “As I’m riding both ways on the bicycle, I’m sitting here thinking, ‘It’s crazy that there’s somewhere else in the world that could decide to cut off your fuel supply, the thing that people need for their livelihood.’ I didn’t understand anything about climate change, or energy or anything. I just thought, ‘Someone else could do that?! That’s crazy.'”
This thought is still relevant now almost 50 years later, as Russia has cut off supplies of gas it is sending to Europe in response to the Ukraine war.
Gross went to the library after school to read about alternative renewable forms of energy such as solar energy and wind energy in the likes of Popular Science or Scientific American magazines. He got excited about the idea of renewable energy, had just taken trigonometry in school and used his newfound knowledge of both to make a couple of devices based on the idea of catching the sunlight and concentrating it.
Notes from when Bill Gross was a teenager developing the solar device that he went on to sell by mail in the 1970’s.
Photo courtesy Bill Gross
One device he made was a parabola-shaped solar concentrator that could be used to create a solar oven or solar cooker. The other was a Stirling engine, which converts heat energy into kinetic or mechanical energy.
“Because I was reading Popular Science magazine, I saw people used to take out little ads in the back,” Gross told CNBC. “And I had $400 of bar mitzvah money leftover, so I took out a small add in the back of Popular Science advertising ‘Kits and plans to make your own solar concentrator,’ and I started selling them!”
He would go on to sell 10,000 of these plans and kits starting at $4 apiece. Personal computers didn’t yet exist, so he typed the material on a typewriter and made the drawings himself by hand.
An advertisement that Bill Gross placed in the back of Popular Science magazine to advertise his solar devices company. The plans Gross sold were $4.00, but the ad says 25 cents to get a catalog, because he had a few different offerings.
Courtesy Bill Gross
He put what he made towards his college tuition. People from all over the country bought the kits and would send Gross a check or cash. It was his first foray into entrepreneurship, which was exciting, he said, and the experience served to change the trajectory of his life in other ways, too.
“I was really passionate about it back then. It really affected my life,” Gross told CNBC. “I wrote about that little business I started — it was called Solar Devices — on my application to college and it got me into CalTech. So it probably had a huge impact on my direction.”
For a long time, ‘nobody cared’
Gross studied mechanical engineering at CalTech while continuing to run the Solar Devices business during his first year, but then college got too demanding and he couldn’t keep up with running the business. Gross graduated from CalTech in 1981, right around the time IBM released its first mass-market personal computer.
Solar Devices order tracking from Bill Gross, circa 1970’s.
Photo courtesy Bill Gross
“I have these two seminal things that happen in my life: The Arab oil embargo and now the PC is invented basically on my day of graduation in 1981,” Gross told CNBC. “So I went down and bought an IBM PC. And I started learning how to program and I had a detour for 20 years doing software.”
Gross’ detour into software started in the early 1980’s when he wrote accounting software inside of Lotus 1-2-3 to help manage his business making and selling high-performance loudspeakers. He started selling that software for $695. Gross, his brother and two CalTech friends came up with a natural language interface to Lotus 1-2-3, which they showed off at a Las Vegas tech show in 1985. Lotus ended up acquiring the product (and the four of them) for $10 million.
Gross later founded an educational software company and sold it to Vivendi for $90 million, then started tech incubator Idealab at the dawn of the dot-com boom. In the early 2000s, he decided to begin to pivot back to climate tech, this time with some money in the bank.
Bill Gross graduating from college.
Photo courtesy Bill Gross.
He started doing research and development in the space, but there wasn’t enough demand for solar energy tech. “I was way too early. No one cared,” Gross told CNBC.
“I remember I was working on this when Al Gore came out with ‘Inconvenient Truth.’ Still, nobody cared. I remember working on this in 2008 during the recession, nobody cared. I remember in the early 2010, 2012, people started talking about it, but there was no Greta yet,” Gross said, referring to the climate activist Greta Thunberg, who started protesting a lack of climate change action in 2018. “There was no movement. And certainly there was no inflation Reduction Act, which is a game changer,” Gross said.
In 2010, Gross heard Bill Gates speak at a TED conference about needing to make energy and energy storage cheaper. After that talk, Gross approached Gates and shared his idea of using computational power to improve the efficiency of solar power. Gates ended up investing in Gross’s idea, seeing the potential to replace many industrial processes that require high heat and burn fossil fuels to get there.
In 2013, Gross launched Heliogen, which uses artificial intelligence to position a collection of mirrors located in a circle around a central tower to reflect the sunlight back with maximum impact.
One critical component of Heliogen’s approach is built-in energy storage. One limiting factor for solar energy is its intermittency, which means it only delivers power when the sun is shining. But Heliogen stores energy as heat in a thermos of rocks — something traditional solar panels cannot do without batteries, as they turn the sun’s rays immediately into electricity.
“We’re gathering the energy when the sun is out. But we’re delivering the energy continuously because the energy is coming out of the rock bed,” Gross told CNBC. “And basically we are recharging the rock bed, like you would recharge your battery. The difference is a battery expensive, and rock bed is cheap.”
In 2019, Heliogen announced it had successfully concentrated solar energy to temperatures over 1,832 degrees Fahrenheit.
A bird’s eye view of the concentrated solar technology Heliogen is working to build and commercialize. This is the demonstration project in Lancaster, Calif.
Photo courtesy Heliogen
“Heliogen is the culmination of my life’s work,” Gross told CNBC, because it uses both software and renewable energy expertise.
The company had its first prototype in 2015, “but then, still, nobody cared. Couldn’t get any customers,” Gross said. He did get a couple of customers, but, it was still “struggling, struggling, struggling.” By 2019, Heliogen had the first large-scale system built and this time, “the world went crazy,” Gross said. “We got so much press and publicity, and customers started calling us all over who wanted to replace fossil fuels with concentrated sunlight, and then Covid hit,” Gross said.
After a bit of a Covid slowdown, interest started picking up again as the urgency around decarbonizing mounted and as energy price volatility made companies rethink their energy supply strategies, Gross said. The company went public via SPAC in a deal that landed $188 million of gross cash proceeds to Heliogen and on Dec. 31, 2021, Heliogen started trading.
The company is not yet profitable, losing $108 million in the first nine months of the year, but that’s expected as the company scales, according to Gross.
“We projected we would run at a loss for the few years of operation as we drive down the cost with volume production and the renewable energy production learning curve,” Gross told CNBC.
Heliogen’s first commercial grade project is in the final stages of permitting and aims to break ground next year in Mojave, California. The concentrated solar field is funded with $50 million from Woodside Energy, a wholly owned subsidiary of the Australian energy producer Woodside Petroleum, and $39 million from the U.S. Department of Energy.
This is the demonstration project in Lancaster, Calif. of the the concentrated solar technology Heliogen is working to build and commercialize.
Photo courtesy Heliogen
While Gross has been ahead of the curve for most of his climate career, he’s confident the industry is catching up with him now. As the urgency surrounding climate change has become more widely understood, corporate executives face pressure from stakeholders to clean up their corporate emissions.
“But then the final straw was price of fossil fuels went up like crazy. The price of fossil fuels after Russia invaded Ukraine is a game changer,” Gross told CNBC. “Now, it’s not just for CO2 emissions, now you can save money. Now, this is the ultimate thing, which is make the energy transition be about reducing your cost, not about increasing your cost.”
There’s no time to waste.
“When I was a teenager, there was 320 parts per million of CO2 in the atmosphere,” said Gross, who is now 64 years old. “And today, there are 420.”
It looks like the Batmobile from the future. Mercedes unveiled a stunning new Vision Iconic EV concept, promising to “stand out in a sea of sameness.” The show car blends the Golden Era of auto design with advanced new tech and features like Solar Paint and Level 4 self-driving capabilities.
Meet the Mercedes Vision Iconic EV concept
The Vision Iconic offers a glimpse of the luxury brand’s new era of design. It’s no secret by now that legacy automakers are struggling to keep up with the influx of new, more advanced, and oftentimes better-looking EVs coming out of China, South Korea, and other regions.
Mercedes is drawing inspiration from its past icons to revamp the brand with a fresh new look. The first thing you’ll notice is the redesigned grille.
The updated grille design was first shown on the new GLC in August. After introducing a closed-off grille design on its first electric vehicles, Mercedes is going back to a more traditional luxury style with a massive, bold new look.
Mercedes said the new front face, showcased on the Vision Iconic, enables the brand to “stand out from the sea of sameness.” And that it does. The concept builds on it with an illuminated upright star on the bonnet.
The electric coupe is inspired by the Golden Era of auto design, the 1930s. It draws inspiration from Mercedes’ icons, like the 300 SL and 600 Pullman.
According to Mercedes’ chief designer, Gorden Wagener, the Vision Iconic is “more than just an automobile – it is a sculpture in motion, a homage to timeless elegance, and a statement for the future.”
The concept is more than just a beautiful show car. It’s also packed with Mercedes’ most advanced tech and features.
An entirely new driving experience
Inside, the Vision Iconic is defined by “lounge-like comfort” and an entirely new digital experience. The instrument panel is a floating glass structure Mercedes calls “Zeppelin.”
Once you open the door, the instrument cluster comes to life with a screen stretching pillar to pillar. At the center, one of the four clocks is shaped like the Mercedes’ logo and acts as an AI assistant. The massive four-spoke steering wheel almost looks like something you’d find on a sailboat.
With steer-by-wire, Mercedes claims the Vision Iconic offers an entirely new steering experience with rear axle steering.
Mercedes said it’s also looking into using solar modules applied to the body of an EV to draw energy from the sun and extend the driving range.
According to Mercedes, an area of 11 square meters, or about the size of a mid-size SUV, could produce energy for up to 12,000 km (7,456 miles) a year in ideal conditions. The coating can be easily recycled and does not contain any rare earths or silicon.
Mercedes said the solar cells have a high efficiency of 20% and generate energy constantly, even if the vehicle is off.
And that’s not all of it. The company is also advancing neuromorphic computing, which Mercedes said “has the potential to reduce the energy requirements for data processing in autonomous driving by 90 percent compared to today’s systems.”
The Vision Iconic will come with Level 2 autonomous driving capabilities, but on the highway, Level 4 autonomy is activated.
Will we ever see the Vision Iconic on the road? Don’t get your hopes up, as it’s just a show car. However, you can expect to see several elements and new tech make their way into upcoming Mercedes models.
What do you think of the electric show car? A timeless design? Or should Mercedes head back to the drawing board yet again? Let us know your thoughts in the comments.
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Aptera reports having secured access to $75 million in funding to bring its solar car to production as it is set to go public later this week.
As we reported last week, Aptera is about to go public on the NASDAQ this week, but there were, and still are, some concerns about their approach.
The company is doing a direct listing rather than an IPO or a SPAC deal, which means that Aptera doesn’t secure any funding from going public.
Generally, a direct listing serves as an exit strategy for existing shareholders. In the case of Aptera, there are numerous shareholders, as the majority of funding comes from crowdfunding campaigns.
One of the biggest red flags is that company insiders, especially the co-CEOs, had no lockup period with the listing.
Furthermore, Aptera disclosed that it had only $13 million left by the end of June, as stated in its SEC filing. That’s not enough money to bring its solar car to production, and again, the direct listing is not getting any money into the company.
However, two days before going public on the NASDAQ, Aptera is now announcing that it secured “up to $75 million in equity financing”:
Aptera Motors Corp. (“Aptera”), the solar mobility company focused on developing highly efficient vehicles, today announced it has entered into share purchase agreement providing for up to $75 million of committed equity financing (the “ELOC”) with New Circle Principal Investments LLC, an affiliate of leading growth-focused investor New Circle Capital.
In short, Aptera will be able to sell shares New Circle Capital, which appears to be a small boutique firm.
Aptera says that it will use the proceeds to bring its solar car to production:
Proceeds from the ELOC are expected to support production readiness, including tooling and other activities required to bring Aptera’s Launch Edition vehicles to market. This structure gives Aptera the flexibility to raise capital in stages over time, aligning with the Company’s strategic priorities and market opportunities.
The company had aimed to bring its vehicle to production this year, but that goal was delayed due to ongoing funding issues throughout the year.
Electrek’s Take
This is relatively good news. As I mentioned last week, Aptera’s only chance is to raise money after the listing. However, the ability to do so without unreasonable dilution would only occur if the price holds next week.
For that to happen, Aptera needs insider and crowdfunders not to sell, and that’s a tall order.
Perhaps this announcement that Aptera can secure the funding to bring the vehicle to production encourages people to stay put. New Circle Capital buys the shares from Aptera, hoping that the stock gains momentum as the company reaches production.
We will see, but a lot of things need to go right for this to happen, and only a few need to go wrong for the whole thing to come crumbling.
I am hoping for the best as I’d love to see Aptera’s hyper-efficient EVs on the road.
While solar cars are cool, the most efficient way to power an electric car with solar energy is to have solar panels on your home. If you are in the US, the next few weeks are likely the last opportunity to secure a solar installation and take advantage of the federal tax credit, which is set to expire.
If you want to make sure you’re finding a trusted, reliable solar installer near you that offers competitive pricing, check out EnergySage. EnergySage is a free service that makes it easy for you to go solar – whether you’re a homeowner or renter. They have hundreds of pre-vetted solar installers competing for your business, including those who install Tesla Solar and Powerwalls, ensuring you get high-quality solutions and save 20 to 30% compared to going it alone. Plus, it’s free to use and you won’t get sales calls until you select an installer and you share your phone number with them.
Your personalized solar quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here. The company is currently working double time to help people secure solar installations before the end of the tax credit.
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President Donald Trump could still slap China with 100% tariffs on Nov. 1 or sooner, depending on Beijing’s next move in a dispute over rare earths, U.S. Trade Representative Jamieson Greer told CNBC Tuesday.
“A lot depends on what the Chinese do,” Greer told CNBC in an interview. “They are the ones who have chosen to make this major escalation.”
China announced sweeping restrictions on rare earth exports last week that would disrupt U.S. defense, technology, semiconductor and automobile industries if implemented.
Trump retaliated with the threat of massive tariffs that would effectively shut down trade between the world’s two largest economies. But the president appeared to dial back his rhetoric earlier this week, saying saying “it will all be fine” with China.
“We can’t have a situation where the Chinese keep this regime in place, where they want to have veto power over the world’s high tech supply chains,” the U.S. trade representative said.
Trump, Xi scheduled to meet
The restrictions took the White House by surprise ahead of an expected meeting between Trump and President Xi Jinping at the Asia-Pacific Economic Cooperation summit later this month in Seoul, South Korea.
Trump and Xi are still scheduled to meet, Greer said, though he suggested those plans are subject to change depending on how the situation develops.
“Whether it will go through or not, I don’t want to precommit either ourselves or the Chinese,” Greer said of the meeting. “But I think it makes sense for people to talk when they can.”
U.S. and Chinese officials at the senior staff level spoke as recently as Monday in Washington about the rare earth dispute, Greer said.
“We think we’ll be able to work through it,” Greer said of the trade dispute.
‘We want to work with the Chinese’
The U.S. stock market erased about $2 trillion in value on Friday in response to Trump’s tariff threat against China. The White House watches the market, Greer said, but the administration is focused on building long-term economic success by bringing supply chains back to the U.S., and reducing dependence on China.
“We want to make sure that the market is also responding to appropriate information,” Greer said. “You’ve seen the market settle out this week as they realize that the president and his team, we want to work with the Chinese.”
Rare earths are critical minerals used to manufacture magnets, which are key inputs in U.S. weapons platforms, electric vehicles, the semiconductor industry and other applications.
China controls about 60% of rare earth mining and more than 90% of refining worldwide, according to the International Energy Agency. The U.S. is dependent on China for roughly 70% of its rare earth imports, according to the U.S. Geological Survey.
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