How Outbound.com Uses AI to Revolutionize Marketing for Small Businesses

In this interview, Outbound.com co-founder Aaron White shares how the company started based on the unmet needs of small businesses that struggled with marketing.

Tell us about yourself and your business.

My name is Aaron White, and I’m a serial entrepreneur from Tampa, Florida. My entrepreneurial journey began with founding a workflow automation company in the K12 sector alongside my co-founder, Patrick Cahill. We successfully built and scaled the company, ultimately selling it to private equity in 2021. Following that, I took a year off to spend some quality time with my family and two little girls.

Now, I’m back at it with my latest venture, Outbound.com. Drawing from the experiences and challenges I faced while scaling my previous company, we created Outbound.com as the easiest way for businesses to capture their customers’ attention. Our platform leverages AI to build custom marketing plans, playbooks, and creatives tailored specifically for each business.

Our mission at Outbound.com is to democratize advertising, making it accessible and effective for all small businesses. We understand that small business owners often lack the resources and expertise to compete with larger companies in the digital marketing space. That’s why we’ve designed our software to act as a comprehensive marketing solution, providing the tools and strategies needed to succeed without the high costs typically associated with professional marketing services.

At Outbound.com, we believe that every business deserves the opportunity to grow and thrive. We are dedicated to helping our clients achieve their goals by providing cutting-edge technology and personalized support. You can learn more about our services and how we can help your business at Outbound.com.

How does your business make money?

Our business model at Outbound.com is primarily subscription-based. We offer our platform to businesses through a tiered subscription model, where the subscription tier is determined by the business’s ad spend. This ensures that our pricing is aligned with the size and needs of each business, making our services accessible and scalable.

In addition to our subscription plans, we also provide a range of add-ons that businesses can purchase to help their marketing efforts.

What was your inspiration for starting the business?

Building my first company, we successfully identified a problem in the market and then developed a solution. However, we quickly realized that having a great product is only part of the equation; knowing how to effectively market is equally crucial. This experience highlighted a significant challenge for many small businesses: the complexities and resources required for effective marketing.

Remembering this, we were inspired to start chatting with small businesses to see if they felt the same. We found that not only did small businesses feel like they had no idea how to do marketing, but they also had a hard time affording someone to help them.

This is where we saw an opportunity to “short circuit” the marketing process for small businesses by providing them with powerful, AI-driven tools that simplify and optimize their marketing efforts. Our goal is to make high-quality marketing accessible to all businesses, enabling them to reach their target audiences and achieve their growth potential without the steep learning curve or prohibitive costs.

How and when did you launch the business?

We built Outbound.com in stealth mode for a little over a year, researching and meticulously building the platform to ensure it will meet the needs of small businesses. In February of 2024, we launched our private beta, inviting a select group of users to test our software and provide valuable feedback.

Over the past year, we’ve dedicated ourselves to deeply understanding the challenges and opportunities within small business marketing. This research and development phase has allowed us to identify key areas for improvement and fine-tune our AI-driven solutions to effectively address these needs. Our goal has always been to create a powerful, user-friendly platform built for business owners, not for marketers.

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Tell us about your team.

We currently have a dedicated and talented team of just under 10. We’re mostly remote, which lets us bring together talent from all over. What’s unique is that most of our team members have built small businesses before and come from startup backgrounds. This gives us a unique perspective and a shared passion for helping other small businesses succeed.

We also recently completed our first acquisition. We acquired Red Wall Marketing, an agency that brings a wealth of institutional knowledge to our company and platform. This acquisition has been a game-changer, allowing us to blend our innovative tech with proven marketing strategies.

How are you funded? 

We are excited to share that Outbound.com is funded and recently completed our pre-seed and extension raise, totaling over $2 million. This funding round was led by Tampa Bay Ventures and Collective Capital, with additional support from various angel investors who believe in our vision and potential.

Securing this funding is a significant milestone for us, as it enables us to accelerate our growth, enhance our platform, and expand our team.

How did you acquire your first customers?

We acquired our first customers by chatting directly with small business owners. We believe that getting involved and deeply understanding these businesses’ specific challenges allows us to offer the most effective product.

From the outset, we prioritized listening to the needs and concerns of small business owners. This hands-on approach allowed us to tailor our platform to address the real pain points experienced by our target audience.

Can you tell us about any upcoming developments we can look forward to?

We’re excited to share that we’re looking to add more advertising channels to the Outbound.com platform. This expansion can provide business owners with a wider array of options, enabling them to reach their target audiences more effectively. By simply selecting their desired audience, our platform could analyze and suggest the most suitable ad channels for optimal results.

In addition, our team is continuously working on enhancing the recommendation engine that powers our platform. These improvements will ensure that the recommendations for ad channels are not only accurate but also tailored to the specific goals and demographics of each business. Our commitment to innovation means that businesses can rely on Outbound.com to stay ahead of the curve in digital marketing trends.

How do you handle work-life balance?

This is something I’m constantly thinking about. Work-Life Balance…

I found that when searching for this answer you need to remember there’s no perfect answer. For me, the idea of the “perfect” balance changes with the different seasons of my life. I believe that trying to adhere to a single definition can be too rigid and often leaves me falling short, so I allow my current circumstances to guide my approach.

There are times when my work demands more of my attention, and other times when I can focus more on personal and family life. It’s about understanding that balance isn’t about hitting a perfect number of hours each week but rather about a give-and-take approach. By staying flexible and attuned to my priorities, I can navigate the ebb and flow of work and personal commitments, ensuring that I am present and effective in both areas.

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How do you stay motivated during tough times?

The only way I know how to do this is to lean on others. Having a strong support system makes a significant difference. One of the best things I did was surround myself with people who understand my journey. These individuals don’t necessarily have to solve my problems, but knowing that I’m not alone and that others have faced similar challenges provides immense comfort and encouragement.

Sharing experiences and receiving support from my network helps me gain perspective and find strength during difficult moments. Whether it’s family, friends, mentors, or fellow entrepreneurs, having a community that believes in me and my vision keeps me grounded and motivated. This support system reminds me that setbacks are a natural part of the journey and that perseverance and resilience are key to overcoming obstacles.

Can you share a surprising fact about your startup journey that most people don’t know?

One surprising fact about my startup journey is that it actually began with a metal band I started in my early years. My music experience was, oddly, a great foundation for my entrepreneurial path. Leading a band taught me invaluable lessons about finding an audience and understanding the concept of product/market fit. Just like in business, we had to identify our unique sound that resonated with our fans and differentiate ourselves in a crowded market. Additionally, assembling a dedicated team of musicians and managing different personalities provided me with early lessons in leadership, teamwork, and conflict resolution.

I ended up loving the “building” more than the actual music. This journey not only ignited my passion for entrepreneurship but also equipped me with practical skills and insights that have been crucial in my startup ventures. It’s a testament to how unconventional experiences can shape and prepare us for the business world in unexpected ways.

What advice would you give to other aspiring entrepreneurs?

My advice to aspiring entrepreneurs is simple: don’t chase the exit; chase the problem you’re solving. Focus on understanding and addressing the real issues that your customers face. When you dedicate yourself to solving meaningful problems, everything else – growth, success, and even potential exits – naturally follows.

I also believe this approach makes the journey much more enjoyable. Passion about the problem you’re solving fuels your motivation and creativity. It transforms challenges and setbacks into opportunities for learning and innovation, making the entrepreneurial journey not only more rewarding but also a lot more fun.