11x: The Home of Digital AI Workers

11x is an innovative startup that has revolutionized the sales process with its first product, Alice, an AI-driven sales development representative (SDR). Founded in London, 11x aims to enhance sales efficiency by automating routine tasks and enabling sales teams to focus on more strategic activities. The company’s rapid growth, including reaching $2 million in ARR within six months, highlights its potential impact on the market. 11x’s approach combines advanced technology with practical sales strategies, providing a glimpse into the future of digital sales forces.

Idea and Product

The core product of 11x, Alice, is designed to automate the role of a sales development representative. Alice helps in generating significant revenue opportunities by managing tasks such as lead sourcing, initial contact, and follow-ups. This digital worker can identify prospects, schedule meetings, personalize communication at scale, and handle repetitive follow-ups, thereby increasing the efficiency of the sales process. Alice represents a shift towards leveraging AI to handle complex, yet routine sales activities, freeing human sales representatives to engage in higher-value interactions.


11x operates in the burgeoning field of AI-driven sales automation, a market that’s increasingly receptive to solutions that enhance productivity and reduce operational costs. With businesses continuously seeking ways to optimize their sales functions, 11x addresses a clear demand for technology that can automate repetitive tasks and personalize customer interactions at scale. Their target market includes companies that are already employing or considering the employment of SDR teams, but are looking for more cost-effective and efficient solutions.

Business Model

11x’s business model is centered around the efficiency and scalability of AI. The company charges for the services performed by its AI system, Alice, based on specific tasks completed rather than traditional software licensing or per-seat pricing. This task-based pricing model aligns with the company’s value proposition of direct ROI, offering cost-effective alternatives to hiring human SDRs. The model also supports scalability, allowing companies to adjust their use of Alice based on their varying demand for sales tasks.


The technology behind 11x is designed to automate complex workflows integral to the sales process. By using AI, 11x enables Alice to perform a wide range of tasks traditionally done by human sales reps. The system integrates various AI functionalities, such as natural language processing and machine learning, to enable personalized communications and efficient lead management. This technology not only increases the pace of operations but also enhances the quality of interactions, ensuring that communications are both personalized and contextually relevant.

Vision and Ambition

11x envisions a future where digital workers significantly reduce the need for human intervention in repetitive tasks, particularly in sales. The company’s ambition is to scale this concept across different industries, potentially reducing the human workforce needed to drive revenue growth. By doing so, 11x aims to transform how companies approach hiring and resource allocation, emphasizing efficiency and strategic use of human capital.


The team at 11x is comprised of individuals with strong backgrounds in technology and product development. Led by founder and CEO Hasan Sukkar, the team is committed to pushing the boundaries of what AI can achieve in the sales domain. Their lean approach allows for rapid iteration and innovation, focusing on delivering a product that meets the specific needs of sales teams while embracing a culture of high velocity and technical fearlessness.

Investors and Funding

In August 2023, 11x secured a $2 million pre-seed funding round led by Project A Ventures. This injection of capital has enabled the company to accelerate its product development and market expansion. The funding underscores investor confidence in 11x’s innovative approach and its potential to disrupt traditional sales processes.

Achievements and Milestones

Since its inception, 11x has achieved remarkable growth, reaching $2 million in annual recurring revenue (ARR) within just six months of operation. The company has successfully implemented its AI system, Alice, which now autonomously handles a significant volume of sales-related tasks, generating dozens of qualified leads each week. These milestones not only demonstrate the effectiveness of Alice but also validate 11x’s business model and market strategy.

Challenges and Risks

Despite its successes, 11x faces challenges such as market saturation with AI solutions and potential resistance to AI-driven sales interactions from customers preferring human contact. Furthermore, the continuous evolution of AI technology and data privacy concerns represent ongoing risks that need to be managed carefully. Balancing innovation with user trust and regulatory compliance is crucial for sustaining growth and market acceptance.

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