Building Slang: Alex Samvani’s Journey from LA to Revolutionizing Restaurant Communication

In the ever-evolving landscape of startups, the path from idea to execution is rarely linear. For Alex Samvani, founder of Slang, the journey from a tech enthusiast in Los Angeles to leading an AI-driven communication tool for restaurants is a testament to resilience, strategic thinking, and a passion for solving real-world problems.

Roots of Entrepreneurship: A West Coast Beginning

Alex’s entrepreneurial spirit was ignited early in his life. Growing up in Los Angeles until the age of twelve, and then moving to Las Vegas, he was immersed in an environment where entrepreneurship was not just admired but lived daily. “My dad’s an entrepreneur,” Alex shares, highlighting how observing his father’s journey as a small business owner planted the seed for his own ambitions. Unlike many peers who might idolize corporate leaders, Alex saw firsthand the grit and dedication required to run a business, fostering his desire to one day build his own.

His interest in technology blossomed during high school when he began writing code. The burgeoning social media landscape of his teenage years further fueled his aspirations. “There were a lot of social media wars happening,” Alex recalls, underscoring how the rapid growth of tech companies influenced his vision of creating a tech-driven enterprise.

The Spark: From Spotify Hack Week to Slang

While working at Spotify, Alex experienced a pivotal moment that would shape his entrepreneurial journey. Partnering with his co-founder, a fellow data scientist with a strong engineering background, they entered a Hack Week competition with a voice AI prototype tailored for Spotify. Their project not only excelled in the competition but also attracted the attention of a senior Spotify leader interested in commercializing the idea. “That was really the turning point for us,” Alex explains. This validation affirmed their potential as a team capable of launching a successful startup.

Another significant catalyst was a conversation with his aunt, a small business owner frustrated by the inefficiency of handling phone calls. “Over 50% of phone calls are missed on average by restaurants,” Alex notes, revealing a substantial market gap. This interaction led him to speak with hundreds of other small business owners, confirming the widespread nature of the problem and inspiring the creation of Slang—a voice AI tool designed to streamline restaurant communications.

Navigating the Funding Landscape: Strategic Fundraising

Raising funds in a challenging market requires strategic precision, something Alex navigated adeptly. Slang successfully raised $20 million over four funding rounds, leveraging the growing interest in artificial intelligence. “We benefited from being an AI company,” Alex acknowledges, utilizing the zeitgeist surrounding AI to attract investor attention.

However, the journey was not without hurdles. The rapid advancements in AI also led to investor hesitancy, with some fearing the unpredictability of the technology’s trajectory. Reflecting on his fundraising experience, Alex emphasizes the importance of targeting the right investors. “Invest upfront in figuring out who are the best fit investors,” he advises. This involves meticulous research into investors’ portfolios, understanding their investment theses, and ensuring alignment with the company’s stage and industry.

Alex’s approach underscores a crucial lesson for founders: prioritize quality interactions over quantity. By focusing on investors who genuinely align with Slang’s mission and vision, he ensured that each funding round strengthened the company’s foundation, avoiding wasted time and resources on misaligned partnerships.

Building a Winning Team: Beyond the Resume

Hiring the right team is pivotal for any startup’s success. For Alex, it’s not just about impressive resumes but finding individuals who align with Slang’s culture and are committed to driving results. “Startup titles don't mean anything,” he asserts, focusing instead on the ability to contribute meaningfully to the company’s growth.

Key Hiring Principles:

• Cultural Fit Over Titles: Alex prioritizes candidates who are flexible and focused on driving results rather than being fixated on titles. This ensures that team members are motivated by the company’s success rather than personal accolades.
• Collaboration vs. Independence: Understanding the preferred working style is essential. Slang thrives on collaboration, so finding individuals who excel in a team-oriented environment is crucial.
• Thorough References: Especially for managerial positions, Alex stresses the importance of back-channel references. “You really need to do your back channels,” he advises, ensuring that new hires can thrive within the team dynamic.

Strategic Focus: Narrowing Down to Restaurants

Initially, Slang targeted a broad range of small and medium-sized businesses (SMBs) with their voice AI product. However, Alex recognized the inefficiency of a scattered go-to-market strategy. “We felt we were too widely focused,” he admits, prompting a strategic pivot to specialize in the restaurant industry.

Why Restaurants?

• Personal Passion: Alex’s early aspiration to be a chef and his love for the hospitality industry made restaurants a natural fit for Slang’s offerings.
• Market Need: The COVID-19 pandemic heightened the need for innovative solutions to help restaurants manage operations remotely and efficiently. Slang’s AI-driven communication tools became essential for restaurants struggling to handle increased call volumes and maintain customer satisfaction.

This focused approach allowed Slang to streamline its marketing efforts, develop tailored solutions, and build deeper relationships within the restaurant industry, setting the stage for scalable growth.

Go-to-Market Strategy: Balancing Inbound and Outbound Efforts

Slang’s go-to-market strategy is a harmonious blend of inbound and outbound efforts, meticulously tailored to the needs of the restaurant industry.

Outbound Strategies:

• Networking and Cold Outreach: The initial customer base was built through connections and cold emailing. “Our first 100 customers were straight cold email outbound,” Alex explains, emphasizing the importance of high-volume outreach in the early stages.
• Customer Interviews: Engaging potential customers through interviews not only provided valuable research insights but also converted many conversations into sales opportunities.

Inbound Strategies:

• SEO and Content Marketing: Investing heavily in SEO has been a cornerstone of Slang’s inbound strategy. By targeting high-intent keywords and creating quality content around key topic pillars, Slang attracts potential customers organically. “Quality is important,” Alex stresses, noting that valuable, targeted content outperforms a scattergun approach.
• Paid Advertising: Platforms like Instagram, Facebook, and Google have been effective in driving inbound leads, complementing the SEO efforts.

Partnerships and Thought Leadership:

• Strategic Partnerships: Collaborations, such as the recent partnership with OpenTable, amplify Slang’s reach and credibility within the restaurant industry.
• Thought Leadership: Producing insightful content and participating in industry events positions Slang as a leader in AI-driven restaurant solutions.
• Lessons Learned: Overcoming Early Challenges

Alex’s journey with Slang is marked by numerous lessons and challenges, particularly in the early stages of the startup.

Scrappy Beginnings: Signing the First Customer

One of the most memorable moments was signing the first paying customer without a finished product. “They were willing to pay us to figure something out,” Alex recounts, highlighting the importance of adaptability and customer-driven development. This experience underscored the value of flexibility and the willingness to iterate based on customer needs.

Dispelling the Myths: Founder Mode vs. Delegation

A prevalent piece of advice in the startup world is to “hire amazing leaders and let them run.” However, Alex challenges this notion, especially in the early stages. “You need to be in the details and all levels of the company,” he asserts, balancing autonomy with hands-on leadership to ensure alignment and effective decision-making.

Scaling Up: The Road Ahead for Slang

With over a thousand restaurants across 47 states, Slang is on a trajectory to reach 10,000 clients. The focus remains on enhancing product offerings, deepening partnerships, and exploring new channels to drive growth.

Future Plans:

• Expanding Partnerships: Building more strategic alliances to increase market penetration and enhance product capabilities.
• Innovating Product Features: Continuously improving the AI-driven communication tools to better serve the evolving needs of the restaurant industry.

Vision for the Future:

“Our vision is that AI is going to really help usher in a new wave of amazing hospitality experiences,” Alex envisions, emphasizing that Slang’s technology is designed to complement the human touch, enhancing customer interactions rather than replacing them.

Final Takeaways: Advice for Aspiring Entrepreneurs

Alex’s journey offers invaluable lessons for those looking to embark on their own entrepreneurial ventures:

• Strategic Fundraising: Invest time in identifying and connecting with the right investors who align with your mission and can provide more than just capital.
• Quality Hiring: Focus on cultural fit and the ability to drive results rather than solely on resumes or titles.
• Market Focus: Narrowing down your target market can streamline your efforts and lead to more meaningful customer relationships.
• Adaptability: Be prepared to pivot based on market needs and customer feedback, ensuring that your product remains relevant and valuable.
• Hands-On Leadership: Especially in the early stages, staying involved in all aspects of the business is crucial for alignment and effective decision-making.

Stay Connected with Slang

To follow Alex and stay updated on Slang’s journey, connect with him on LinkedIn and Twitter. For inquiries or further information, visit alex.slang.ai.