Singer Vehicle Design is a company that does resto-mods on 1989-1994 Porsche 911 Coupes or Targas. These resto-mods cost upwards of $400,000 each. Yasser Mushtaq, a big fan of Singer, joins the show to discuss how this company effectively positions themselves as the go to resto-mod company for this very niche market. 

Key Takeaways: 
1. Find your niche
2. Charge a premium

Timestamps:
0:00 - Intro
1:20 - Introduction to Yasser and Singer
04:55 - What is a resto Mod
06:15 - Find a Niche market
10:52 - Personalization is a good way to differentiate your product/service
12:38 - Why do they only work on those specific porsches?
16:20 - What separates Singer from other Resto Mod companies
20:20 - Methods for finding your niche
24:10 - How do you create trust with your niche market?
26:35 - What allows you to charge a premium for your product/service?
30:00 - Why you shouldn't use the lowest price as your differentiator
34:25 - Why did Top Gear not actually drive the car?
37:15 - Singer also makes watches?
39:25 - Pricing Strategy
46:50 - What would Yasser like to see done at Singer
48:44 - Yasser's favorite Brand (New Balance)
50:19 - Outro