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How Our Co-Founder Helped Build Outer's Foundation to Reach 9 Figures in Lifetime Sales

Discover how we helped Outer transform their sales processes & achieve remarkable growth through strategic guidance, simple tools, and innovative solutions.

About Outer

E-commerce/DTC
Outdoor Lifestyle Company
"Shark Tank" Featured Brand
Based in Los Angeles

How B&B helped Outer

Foundational Sales Enablement
Sales Systems Optimization
CRM & Dashboard Implementation
Sales Team Empowerment and Training
Strategic Planning and Implementation

"Ali was essential to Outer’s early growth. He worked closely with us to build the systems, strategies, and processes that laid a strong foundation for our sales team to grow. His insights and support have had a lasting impact, helping us significantly grow our sales operations and overall revenue. I truly appreciate both him and Jocelyn’s commitment and the way they contributed to our growth journey"

Jiake Liu

CEO & Co-founder, Outer

The Problem

Outer, a trailblazer in outdoor furniture, needed to transform their Shark Tank fame into consistent sales. With the COVID pandemic adding complexity, they required a dynamic sales infrastructure to handle increased volume and drive sustainable growth.

No Scalable Sales Infrastructure
When our co-founder, Ali, joined Outer as one of the first team members, there was no formalized sales structure in place. The team had strong momentum and had just aired on the show Shark Tank, but they had no repeatable system for managing, converting, and scaling inbound leads.
Leads and Customer Data Were Disorganized
Customer inquiries and sales conversations were happening across livechat inboxes, spreadsheets, and Slack threads. Without a CRM, there was no single source of truth—making it hard to follow up consistently or build relationships at scale.
Manual Sales Processes Slowed Everything Down
Every part of the sales cycle—from tracking pipeline to sending follow-ups—was done manually. The team lacked automation, which made it hard to move quickly or stay organized as the company grew.
No Clear Path to B2B or International Growth
Outer had untapped potential beyond DTC, but no infrastructure to pursue it. There were no systems or processes for expanding into B2B or international markets.
Onboarding Was Inconsistent or Nonexistent
As the team continued to grow and new sales hires came on board, Ali was tasked with building out a structured onboarding process with learning materials in place—leading to slower ramp-up times and inconsistent customer experiences.
Limited Support for Hiring and Training
The company needed to rapidly grow its sales and support teams, but didn’t have the resources or systems to hire effectively and train new employees at scale.
Underdeveloped Design Consultation Channel
Outer’s design consultations showed early promise as a high-converting lead source, but there was no clear strategy or SOP behind it. The opportunity was there—but it lacked structure to truly grow.

The Solution

Laying a Strong Foundation: As the founding members of Outer's sales team, Outer's recent Shark Tank appearance generated a huge increase in web traffic and demand. Ali leveraged insights to build a strong sales foundation that would help the team turn interest and inquiries into real revenue for the company, primed for aggressive scaling.
Implementing a Robust CRM System: Ali integrated a dedicated CRM system to streamline customer interactions and manage a healthy sales pipeline, resulting in significant growth including the company’s first $2M month that was crucial to our CEO closing his Series A fundraising round with Sequoia Capital back in 2020.
Sales Enablement through Innovative Tech Stack: From standing up their CRM, streamlining sales processes, creating sales workflows, setting up live chat & phone systems, to creating metrics for tracking success, Ali played an integral role in their sales enablement process through the implementation of innovative technologies.
Led B2B & International Expansion: Beyond immediate results, we focused on long-term growth. Ali helped establish international and B2B expansion, creating 22 strategic partnerships to enhance retail presence.
Creating a Sales Playbook, Onboarding Flow, & Learning Curriculum: Joining as the 3rd employee (not including exec team), Ali invested in developing a comprehensive set of onboarding materials for all new team members, ensuring consistent and scalable sales techniques and practices that empowered them with information to best support customers.
Recruitment and Training: Ali helped in the hiring and recruitment process for the customer service and sales departments and provided hands-on training for their new sales hires, including Jocelyn.
Design Consultation Upgrade: Our other co-founder, Jocelyn, also helped contribute to Outer's growth as she joined the sales team later and developed the SOPs and new materials for our Design Consultations for the sales team to become one of the highest converting lead channels for us.

The Results

13x YoY Growth

Outer's revenue surged from 7 figures lifetime in 2019 to breaking 8 figures ARR in 2020, led by our co-founder, Ali, who led the sales department and growth initiatives at the time.

9 Figures in Lifetime Sales

We helped build the sales operations, laying the foundation to scale nationally and generate over 9 figures in lifetime revenue.

20+ B2B

Created the infrastructure for their B2B expansion, including the initial 20+ partnerships formed and SOPs around the program buildout.

30x Surge

Sales surged from a couple thousand to $2M monthly sales the following year, helping our team complete our series A raise with world class investors.

35% AOV Gain

With intentional efforts to build relationships with customers, we were able to increase the AOV for the company by implementing upsell strategies & techniques

8 Figure Sales Pipeline

After implementing our CRM tool, we were able to create a well oiled machine with a future pipeline of active deals worth over 8 figures for the entire company

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Jiake Liu

Leads and Customer Data Were Disorganized
Customer inquiries and sales conversations were happening across livechat inboxes, spreadsheets, and Slack threads. Without a CRM, there was no single source of truth—making it hard to follow up consistently or build relationships at scale.

Manual Sales Processes Slowed Everything Down
Every part of the sales cycle—from tracking pipeline to sending follow-ups—was done manually. The team lacked automation, which made it hard to move quickly or stay organized as the company grew.

No Clear Path to B2B or International Growth
Outer had untapped potential beyond DTC, but no infrastructure to pursue it. There were no systems or processes for expanding into B2B or international markets.

Onboarding Was Inconsistent or Nonexistent
As the team continued to grow and new sales hires came on board, Ali was tasked with building out a structured onboarding process with learning materials in place—leading to slower ramp-up times and inconsistent customer experiences.

Limited Support for Hiring and Training
The company needed to rapidly grow its sales and support teams, but didn’t have the resources or systems to hire effectively and train new employees at scale.

Underdeveloped Design Consultation Channel
Outer’s design consultations showed early promise as a high-converting lead source, but there was no clear strategy or SOP behind it. The opportunity was there—but it lacked structure to truly grow.

How Good Times Bartending Scaled from $2K to $25K in One Month

How Homebody Boosted Sales by 16x with B&B

Jiake Liu

Leads and Customer Data Were DisorganizedCustomer inquiries and sales conversations were happening across livechat inboxes, spreadsheets, and Slack threads. Without a CRM, there was no single source of truth—making it hard to follow up consistently or build relationships at scale.

Manual Sales Processes Slowed Everything DownEvery part of the sales cycle—from tracking pipeline to sending follow-ups—was done manually. The team lacked automation, which made it hard to move quickly or stay organized as the company grew.

No Clear Path to B2B or International GrowthOuter had untapped potential beyond DTC, but no infrastructure to pursue it. There were no systems or processes for expanding into B2B or international markets.

Onboarding Was Inconsistent or NonexistentAs the team continued to grow and new sales hires came on board, Ali was tasked with building out a structured onboarding process with learning materials in place—leading to slower ramp-up times and inconsistent customer experiences.

Limited Support for Hiring and TrainingThe company needed to rapidly grow its sales and support teams, but didn’t have the resources or systems to hire effectively and train new employees at scale.

Underdeveloped Design Consultation ChannelOuter’s design consultations showed early promise as a high-converting lead source, but there was no clear strategy or SOP behind it. The opportunity was there—but it lacked structure to truly grow.

How Good Times Bartending Scaled from $2K to $25K in One Month

How Homebody Boosted Sales by 16x with B&B

Leads and Customer Data Were Disorganized
Customer inquiries and sales conversations were happening across livechat inboxes, spreadsheets, and Slack threads. Without a CRM, there was no single source of truth—making it hard to follow up consistently or build relationships at scale.

Manual Sales Processes Slowed Everything Down
Every part of the sales cycle—from tracking pipeline to sending follow-ups—was done manually. The team lacked automation, which made it hard to move quickly or stay organized as the company grew.

No Clear Path to B2B or International Growth
Outer had untapped potential beyond DTC, but no infrastructure to pursue it. There were no systems or processes for expanding into B2B or international markets.

Onboarding Was Inconsistent or Nonexistent
As the team continued to grow and new sales hires came on board, Ali was tasked with building out a structured onboarding process with learning materials in place—leading to slower ramp-up times and inconsistent customer experiences.

Limited Support for Hiring and Training
The company needed to rapidly grow its sales and support teams, but didn’t have the resources or systems to hire effectively and train new employees at scale.

Underdeveloped Design Consultation Channel
Outer’s design consultations showed early promise as a high-converting lead source, but there was no clear strategy or SOP behind it. The opportunity was there—but it lacked structure to truly grow.