5 Critical Go-to-Market Lessons from Form Mobility’s Zero-Emission Infrastructure Play

5 Critical Go-to-Market Lessons from Form Mobility’s Zero-Emission Infrastructure Play

When building in regulated markets, conventional startup wisdom often falls short. In a recent episode of Category Visionaries, Form Mobility founder Matt LeDucq revealed how his team is building a network of charging stations for zero-emission trucks, offering crucial lessons for founders navigating policy-driven markets.

1. Build Where Regulation Creates Inevitable Demand

The most compelling opportunities in infrastructure often emerge from regulatory changes. Matt spotted his opportunity when “California had implemented some policies that were going to make anything but zero emission transportation nearly impossible as time marched on.” The market size was so significant that “we had to run the numbers a few times because hundreds of billions of dollars of infrastructure has to be installed.”

This policy-driven demand creates unique advantages. Unlike many startups that must create demand from scratch, Form Mobility operates in a market where change is mandated: “This is infrastructure that has to exist, and it has to be built by private companies.”

2. Make Policy Expertise a Core Competency

While many startups prioritize product or engineering hires, Form Mobility took a different approach. “One of the very first hires was a high power policy person,” Matt explains. “We have lobbyists in Sacramento, we work with the governor’s office. It is one of those things where the venture investors cringe at it, but you have to be in the weeds and you have to be in the room to get a jump on the markets.”

3. Focus on Service Over Conversion

Instead of trying to convince skeptics to adopt new technology, Form Mobility positions itself as a service provider solving immediate business needs. “We are not in the changing people’s minds business, and nor do we pitch ourselves as a green technology company. We’re a service provider,” Matt emphasizes. This approach allows them to focus on customers who need solutions to meet regulatory requirements rather than trying to evangelize the entire market.

4. Get Creative with Capital

Infrastructure requires significant capital, but Form Mobility shows there are alternatives to traditional venture funding. Of their $420+ million raised, Matt notes that “the vast majority of that is actually non-dilutive.” This approach preserves equity while accessing the capital needed for infrastructure development.

5. Collaborate with Competitors to Grow the Category

Perhaps most counterintuitively, Matt advocates for working with competitors to advance shared interests. “We spend a lot more time figuring out how we can get things done together, whether it’s in DC or Sacramento or elsewhere, than we do working apart,” he explains. This collaboration is particularly crucial in policy-driven markets where industry-wide changes can benefit all players.

For founders building in regulated markets, Form Mobility’s approach offers a valuable template. Their success isn’t built on moving fast and breaking things, but on carefully navigating policy landscapes while building sustainable infrastructure. As Matt puts it, “You have to follow it and you have to understand it. You also have to understand politics as part of that.”

The next phase of their strategy focuses on methodical execution: deploying “$100 million of assets in the ground in the next 24 months” while delivering “an incredible customer experience.” This measured approach to scaling, combined with their policy-first strategy, offers a compelling model for founders building in regulated industries.