From Entrepreneurial Roots to Fractional Consulting: The Sobo Journey
By Robert Burke, Founder & CEO of Sobo.ai
Key Takeaways
- •Founded in 2008: Sobo Networks started with a mission to bring enterprise-level expertise to SMBs
- •Market Gap: Large firms had access to cutting-edge expertise while smaller businesses were left behind
- •AI Evolution: Sobo.ai was born to solve inefficiencies in traditional consultant matching
- •Democratized Access: Every business deserves the same strategic guidance that large corporations enjoy
- •Resilience Required: Starting a company during the 2008 financial crisis taught adaptability
I Knew from a Young Age That I Wanted to Be an Entrepreneur
Starting a company is an act of courage. The road to success is filled with detours, roadblocks, and the occasional sinkhole. So, why do business leaders take the leap, and what drives them forward when the going gets tough? We sat down with Robert Burke, Founder and CEO of Sobo, to discuss his entrepreneurial journey and the evolution of fractional consulting.
When Did You Start Your First Business, and What Inspired You?
I launched my first business, Sobo Networks, in 2008 with a vision to provide professional IT consulting services to small businesses. I noticed a gap: large firms had access to cutting-edge technology expertise, while smaller businesses were left behind.
I wanted to level the playing field and give SMBs access to the same high-caliber expertise that enterprise companies took for granted. That same drive to democratize business expertise later led me to create Sobo.ai.
The inspiration came from watching small business owners struggle with technology decisions. They were being sold solutions they didn't need, or worse, missing opportunities because they didn't know what was possible. I knew I could help.
Was Entrepreneurship Always in Your Blood?
Absolutely. Growing up, I was always the kid with side hustles—whether it was mowing lawns, fixing computers, or selling things online. I loved the freedom of being my own boss and the thrill of building something from scratch.
My family instilled a strong work ethic in me, and I knew early on that I wanted to create businesses that solve real problems. There's something deeply satisfying about identifying a problem, creating a solution, and seeing it help people.
I think the entrepreneurial mindset is about seeing opportunities where others see obstacles. It's about believing you can make something better, even when others tell you it can't be done.
What Challenges Did You Face in the Early Days?
Starting Sobo Networks in 2008—right at the beginning of the financial crisis—was challenging, to say the least. Businesses were cutting costs, and convincing them to invest in IT consulting wasn't easy.
I had to be resourceful, resilient, and willing to pivot when necessary. The experience taught me the importance of adaptability and staying focused on providing real value to clients. When budgets are tight, you have to prove ROI quickly.
Those early years taught me lessons that still guide Sobo.ai today: focus on outcomes, not hours; build relationships, not just transactions; and always, always deliver more value than you promise.
How Did Sobo.ai Come About?
After years of running a traditional consulting firm, I saw firsthand the inefficiencies in the industry. Businesses struggled to find the right consultants, and consultants struggled to find clients who truly needed their expertise.
I knew there had to be a better way. That's when the idea for Sobo.ai was born—an AI-powered platform that matches businesses with fractional experts based on their specific needs. It's about making expert business advice accessible, affordable, and effective for everyone.
The "aha moment" came when I realized that the matching problem was actually a data problem. With enough information about both businesses and consultants, AI could make better matches than any human network could. And it could do it in hours instead of weeks.
The Vision Behind Sobo
Sobo's mission is simple: democratize access to world-class business expertise. We believe that every business, regardless of size, deserves access to the same level of strategic guidance that large corporations enjoy.
- AI-Powered Matching: Connect with the perfect expert for your needs in hours, not weeks
- Fractional Model: Access expertise without full-time overhead—pay for what you need
- Proven Results: Work with consultants who deliver measurable outcomes, not just advice
- Flexible Engagements: Scale support up or down as your business evolves
What Drives You Forward?
Seeing businesses transform and thrive because they finally have access to the expertise they need—that's what keeps me going. Every success story from our clients reinforces why we built Sobo.
We're not just a platform; we're a partner in our clients' growth journeys. When I hear that a business doubled their revenue, or finally cracked a problem they'd struggled with for years, or hired their first employee thanks to better processes—that's why I do this.
Advice for Aspiring Entrepreneurs
Don't wait for the "perfect" moment—it doesn't exist. Start where you are, use what you have, and be willing to learn and adapt. Surround yourself with people who believe in your vision, and never lose sight of the problem you're trying to solve.
Most importantly, be resilient. Entrepreneurship is a marathon, not a sprint. You'll face setbacks, rejections, and moments when you question everything. That's normal. What matters is getting back up and moving forward.
And remember: every successful business started with someone who decided to try. Your idea might be the one that changes everything for someone else. That possibility is worth pursuing.
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Robert Burke is a serial entrepreneur with over 20 years of experience in go-to-market (GTM) strategy and AI-driven business solutions. He founded the precursor to Sobo in 2008 and has spent his career helping SMBs scale through fractional expertise and technology.