HBCU Founders Accelerator Cohort #3 Spotlight: Meet Aaron Jordan from Pebble

This Fall, we kicked off the third cohort of the HBCU Founders Accelerator Program, and over the coming weeks, we’ll be highlighting the incredible founders and their inspiring journeys. Next up, meet Aaron Jordan from Pebble.

Can you tell us a little about your background and what inspired your entrepreneurial journey?

Aaron Jordan’s entrepreneurial journey is deeply rooted in a long lineage of entrepreneurs and musicians. As the CEO of the Louisville Juneteenth Festival and founder of Pebble, a marketplace and event management app, he has seamlessly blended culture and technology to create powerful experiences for event organizers, marketplace sellers, and attendees.

Aaron's path began as a musician, playing drums in Louisville, KY, following his family’s legacy. He left to pursue a degree in Integrated Marketing Communications, where he gained hands-on experience as a campus radio jock and producer. His passion for the entertainment industry led him to work at Sony Music Entertainment as a college marketing rep and intern at Cumulus Media in Nashville, where he further honed his skills in radio and music marketing. To expand his expertise, Aaron moved to Atlanta to intern at the legendary Tree Sound Studios. In 2020, he returned to Louisville, becoming a prominent figure during the civil unrest, which inspired him to create platforms for cultural celebration and social empowerment.

What problem is your startup solving and what inspired you to tackle this issue?

Pebble is tackling the problem of inefficient marketplace management at festivals and events. Many event organizers face challenges in tracking sales, managing marketplace sellers, and providing a seamless experience for attendees, often resulting in lost revenue opportunities and decreased event satisfaction.

The inspiration to address this issue came from Aaron’s own experience during the Louisville Juneteenth Festival, where he realized he had no idea how much revenue the marketplace was generating. This lack of visibility highlighted a significant gap in the market for a technology solution that could streamline operations and enhance the overall experience for both organizers and attendees. By developing Pebble, Aaron aims to empower event organizers with data-driven tools that enable them to track sales effectively, improve audience engagement, and ultimately create more successful and memorable events for everyone involved.

What have been some of the biggest challenges you have faced while building your startup, and how did you overcome them?

Building Pebble has presented significant challenges, particularly in learning what technology stack was needed to effectively solve marketplace management issues for event organizers. The founder quickly realized that leveraging the right tools for streamlining transactions and providing real-time insights was essential, which required extensive research and a willingness to adapt.

Another challenge was developing a deep understanding of our customers’ needs. To deliver true value, we adopted a customer-obsessed approach, actively engaging with event organizers and marketplace sellers through interviews, surveys, and pilot programs. This helped us gather crucial feedback on their pain points and expectations.

By focusing on identifying the necessary tech stack and prioritizing customer insights, we were able to iterate on our product effectively. This approach not only guided our development but also strengthened our relationships with users, ensuring that Pebble meets the demands of the marketplace and enhances the overall event experience.

How have your background and previous experiences influenced your approach as a founder?

My background and previous experiences have profoundly influenced my approach as a founder. Having been a part of civil unrest, I learned the importance of prioritizing leadership qualities in myself and my team, fostering an environment of inclusivity and psychological safety. This experience taught me that a cohesive and supportive team is essential for navigating challenges.

Additionally, my music background has shaped my understanding of teamwork and collaboration. As a drummer in a band, I recognized that everyone has a crucial role to play in achieving success. While I see myself as the leader and visionary, I understand that each team member’s contributions are vital.

From my time in the band, particularly as part of the drumline, I learned the importance of trimming excess to preserve the integrity and professionalism of the team. This sometimes requires making tough personnel or business decisions, but it ultimately strengthens our collective mission and success.

Where do you see your company in 5 years and how do you see it impacting your community?

In five years, I envision Pebble as a household name in the festival, local markets, concert, and sporting event sectors. We will have established ourselves as the go-to platform for marketplace management, empowering event organizers and marketplace sellers to thrive. Our innovative technology will streamline operations, enhance attendee experiences, and drive significant revenue growth for events of all sizes.

Beyond our business goals, Pebble will make meaningful contributions to our community through philanthropic efforts that align with our mission. We will actively support local artists, cultural initiatives, and educational programs, fostering a vibrant community where creativity and entrepreneurship can flourish. By prioritizing social responsibility, we aim to not only elevate the events we serve but also positively impact the lives of individuals and organizations within our community, creating a lasting legacy of empowerment and collaboration.

What led you to become interested in Nex Cubed? What resources do you believe will be most helpful?

My interest in Nex Cubed was sparked by a respected mentor who introduced me to the team, recognizing that my background and the current stage of my business made me a great fit for their programs. As a Black founder, I am acutely aware that we are often over-mentored and underfunded, which makes initiatives like Nex Cubed even more critical in leveling the playing field.

The most helpful resources Nex Cubed offers include access to capital and investment opportunities, which are crucial for scaling Pebble. Statistics show that only a small percentage of venture capital in the U.S. goes to Black founders, highlighting the need for increased support. Additionally, having advisers and mentors who can connect me with potential customers will be invaluable as I seek to expand our reach and impact.

Connecting with founders who have successfully navigated similar paths will provide insights that can guide me as I work to launch and grow Pebble, helping me avoid common pitfalls and accelerate our success.

What is the most valuable lesson you have learned as a startup founder so far?

The most valuable lesson I’ve learned as a startup founder is the importance of building fast and being first to market. Time is our most precious resource, and wasting it can hinder growth. I’ve realized that taking bold risks is essential; you need to jump off the porch and act, even when you’re not entirely sure of the outcome. This approach has taught me that everything seems impossible until you actually do it.

Embracing uncertainty and pushing forward despite doubts can lead to breakthroughs that wouldn’t occur if you waited for perfect conditions. By focusing on rapid execution and iteration, we can adapt and learn quickly, ultimately positioning Pebble for success in a competitive landscape. Every challenge is an opportunity to innovate and grow, and this mindset has shaped my journey as a founder, driving me to embrace risks and pursue our vision with confidence.

What advice would you give to aspiring entrepreneurs who are looking to make their mark in the industry?

To aspiring entrepreneurs eager to make their mark in the industry, my key advice is to embrace the principle of "Play the Game of Appearances," one of the 48 Laws of Power. How you present yourself and your startup matters immensely; creating a compelling narrative can attract customers, investors, and partners. Cultivate a strong brand identity that resonates with your audience and showcases your unique value proposition.

Additionally, don’t shy away from taking calculated risks; jump in and learn from every experience. Surround yourself with a diverse network of mentors and peers who can provide insights and support. Stay adaptable and open to feedback, as the landscape can change rapidly. By mastering the art of appearances while remaining authentic, you’ll position yourself to navigate challenges effectively and seize opportunities, ultimately carving out your place in the industry. Remember, persistence and a willingness to learn are your greatest assets.

What advice would you give to other HBCU entrepreneurs around fundraising?

To HBCU entrepreneurs navigating fundraising, my advice is to follow the opportunities—like I did when I moved from Louisville, KY, to Miami, a federally recognized tech hub. Surround yourself with the right environment to foster growth.

Don’t shy away from pitching; it’s one of the best ways to refine your message. Presenting in public and receiving constructive criticism sharpens your ability to articulate your vision. Additionally, consider joining accelerator programs, which can provide invaluable resources and connections.

Maintain tunnel vision and focus on your goals, ensuring that your brand's image is polished and professional. Consistency is key—investors need to see that you’re committed and reliable. Remember, people will fund your idea, but they must believe you are the right person to solve the problem. Build trust and confidence in your capabilities, and you’ll increase your chances of securing the funding you need.

Where can readers/listeners/viewers learn more about your business? 

To learn more about my business, follow me on all socials @iamaaronjordan. You can also check out Pebble on Facebook at pebbleapp, on Instagram @pebbletheappofficial, on X @pebbletheapp, and on LinkedIn at pebble. Don't miss my podcast, Tech Lounge Podcast, available on Instagram and YouTube for insights into the tech world!