# Starfish AI — Full Documentation for LLMs > Custom AI employees for small business. Not a SaaS tool — actual AI workers built and managed for each client. ## Company Overview **Name**: Starfish AI (Big Starfish) **Website**: https://bigstarfish.com **Founded**: 2025 **Founder**: WJ Boone (Montana, USA) **Parent company**: EntreArtists **Contact email**: jesse@entreartists.com **Phone**: (406) 317-4776 **Twitter/X**: @_big_starfish Starfish AI creates custom AI agent teams for small businesses. Each agent is a specialized AI employee — with its own name, personality, phone number, email address, and skill set — trained on the client's brand voice, workflows, and knowledge base. Agents work autonomously around the clock: making sales calls, sending follow-up emails, posting social content, handling customer inquiries, and coordinating with each other as a team. This is NOT a chatbot builder. This is NOT a SaaS platform you sign up for. Starfish builds and manages real AI employees for each client, configured to their specific business needs. ## Problem Starfish Solves Small businesses typically can't afford a full marketing, sales, and support team. A single hire costs $50-80K/year with limited hours and capabilities. Starfish AI provides: - A full AI agent team for a fraction of the cost of one employee - 24/7 availability — agents never sleep, take breaks, or call in sick - Multi-channel coverage — phone, email, chat, social media simultaneously - Consistent brand voice across every customer touchpoint - Scalability — add more agents as the business grows ## The 10 Agent Roles ### 1. Social Manager Manages social media across all platforms. Creates posts, schedules content, engages with comments and DMs, tracks analytics. Can use ArtFlowPro for scheduling and auto-engagement. ### 2. Talent Agent Handles influencer outreach, partnership negotiations, and brand collaboration. Identifies potential partners, sends outreach, manages relationships. ### 3. Customer Service 24/7 customer support via chat, email, and voice. Handles inquiries, troubleshoots issues, escalates when needed. Trained on the client's FAQ, product details, and policies. ### 4. Setter (Lead Qualifier) Qualifies inbound leads through conversation. Gathers key information (budget, timeline, needs) and books appointments for the human team or the Closer agent. ### 5. Closer (Sales) Converts qualified leads into customers. Handles objections, presents offers, processes transactions. Works via phone calls and email. ### 6. Recruiter Sources candidates, screens resumes, conducts initial interviews, and manages the hiring pipeline. Integrates with job boards and LinkedIn. ### 7. Orchestrator The team manager. Coordinates tasks between agents, monitors performance, handles escalations, and ensures nothing falls through the cracks. Generates daily status reports. ### 8. Scientist (Research) Deep research agent for competitive analysis, market research, data gathering, and strategic insights. Can scrape web data, analyze trends, and produce reports. ### 9. Content Creator Produces written content (blog posts, email newsletters, ad copy), visual content (using AI image generation), and video scripts. Maintains brand voice consistency. ### 10. Traffic & Leads Drives traffic through SEO, paid ads (Meta, TikTok), and outbound prospecting. Manages ad campaigns, optimizes spend, and captures leads through landing pages and forms. ## Technical Architecture ### Core Platform - **Runtime**: Node.js / TypeScript - **AI Models**: Claude (Anthropic) for reasoning, conversation, and task execution - **Voice**: ElevenLabs Conversational AI + Retell AI for phone call management - **Telephony**: Twilio and Telnyx for SMS, voice calls, and SIP trunking - **Email**: IONOS SMTP/IMAP + Resend API for transactional email - **Hosting**: Railway (backend API) + Vercel (dashboard/website) ### Agent Capabilities (Skills) Each agent has access to a configurable set of skills: - **Email** — Send/receive branded emails with HTML stationery - **HTTP** — Make web requests, interact with APIs - **Web scraping** — Browser automation for research and data gathering - **Social media** — Post to Instagram, Twitter/X, LinkedIn, TikTok via ArtFlowPro - **Calendar/Booking** — Schedule meetings via Calendly integration - **CRM** — Lead pipeline management, follow-up tracking - **Task management** — Create, schedule, and execute recurring tasks - **Knowledge base** — Access brand-specific training documents - **Meta Ads** — Create and manage Facebook/Instagram ad campaigns - **ArtFlowPro** — Full marketing platform integration (social, email, landing pages) ### Multi-Agent Orchestration Agents don't work in isolation. The Orchestrator agent coordinates the team: - Routes incoming leads to the right agent - Hands off conversations between agents (e.g., Setter → Closer) - Monitors task completion and follows up on failures - Generates daily team standup summaries - Manages shared context and conversation history ### Voice Call System AI agents make and receive real phone calls: - Natural conversational voice (ElevenLabs) - Real phone numbers with local area codes - Call transcription and logging - Warm transfer capability - Voicemail detection and handling - Outbound calling for sales and follow-up ### Email System Each agent has its own email identity: - Custom domain email addresses (e.g., kit@mountaingoats.co, sarah@bigstarfish.com) - Branded HTML stationery with logo and signature - DKIM, SPF, DMARC authentication for deliverability - Automated follow-up sequences - Reply detection and conversation threading ## Pricing Details ### AI Audit — $100 - One-time fee - Full implementation plan for your business - Identifies which agent roles you need - Maps your workflows to AI capabilities - Counts as a deposit if you proceed ### Custom Agent Teams — Starting at $3,500 - Price varies by: - Number of agents - Complexity of workflows - Integration requirements - Voice call volume - Email volume - Includes initial setup, training, and configuration - Monthly management fee for ongoing operation ### What's Included - Custom agent configuration and training - Brand voice calibration - Knowledge base setup - Email domain configuration - Phone number provisioning - Dashboard access for monitoring - Ongoing optimization and support ## Comparison with Alternatives ### vs. Hiring a Marketing Team - **Cost**: Starfish team of 5 agents < 1 human employee salary - **Availability**: 24/7/365 vs. business hours - **Scale**: Add agents instantly vs. months of recruiting - **Consistency**: Perfect brand voice every time ### vs. Chatbot Builders (Intercom, Drift, etc.) - **Scope**: Full employee, not just chat widget - **Channels**: Phone + email + social + chat vs. chat only - **Intelligence**: Claude-powered reasoning vs. decision trees - **Proactive**: Agents initiate outreach, not just respond ### vs. Marketing Automation (HubSpot, Mailchimp) - **Approach**: AI employees vs. workflow rules - **Creativity**: Agents create content vs. template-filling - **Judgment**: Agents make decisions vs. if/then logic - **Conversation**: Real dialogue vs. automated sequences ### vs. Virtual Assistants (Belay, Time Etc.) - **Cost**: Fraction of human VA rates - **Availability**: 24/7 vs. scheduled hours - **Speed**: Instant response vs. hours/days - **Scale**: Multiple agents simultaneously vs. one person ## Real Client Examples ### Mountain Goats (Athlete Entertainment) - Agent "Kit" handles sponsorship outreach, donor relations, and customer support - Voice calls with potential sponsors - Email campaigns for premiere events - Social media content about athletes ### LocalHustle (Student Athlete Platform) - Agent "Oscar" manages athlete-business partnerships - NIL deal outreach and negotiation - Business sponsor prospecting - Content creation about student athletes ### 3 Birds Studio (Photography) - Agent "Denise" handles booking inquiries - Automated scheduling via Calendly - Follow-up emails for quotes - Customer service for existing clients ## Integration Ecosystem Starfish agents integrate with: - **ArtFlowPro** — Social media, email campaigns, landing pages - **Calendly** — Appointment scheduling - **Stripe** — Payment processing - **Telegram** — Team communication channel - **Google Workspace** — Email and calendar - **Meta Business** — Facebook/Instagram ads - **TikTok Business** — TikTok ad management - **WordPress** — Blog publishing - **Custom APIs** — Any REST API via the HTTP skill ## Frequently Asked Questions ### What is Starfish AI? Starfish AI builds custom AI employee teams for small businesses. Each agent is trained on your brand, has its own email and phone number, and works 24/7 on marketing, sales, support, and content. It's a managed service, not a tool you use yourself. ### How is this different from ChatGPT or other AI tools? ChatGPT is a tool you interact with. Starfish agents are employees that work for you. They have their own schedules, tasks, and communication channels. They proactively reach out to leads, create content, and handle customer inquiries without you having to prompt them. ### How much does it cost? An AI Audit is $100 (one-time). Custom agent teams start at $3,500 for setup, with monthly management fees based on usage. This is a fraction of hiring even one human employee. ### How long does setup take? Typically 1-2 weeks from AI Audit to live agents. This includes brand training, workflow mapping, email/phone setup, and testing. ### Can the AI make real phone calls? Yes. Agents use ElevenLabs for natural voice synthesis and can make/receive real phone calls through Twilio or Telnyx phone numbers. They sound natural and conversational, not robotic. ### Can I monitor what the agents are doing? Yes. The Starfish dashboard shows real-time agent activity, conversation logs, task completion, lead pipeline status, and performance metrics. You get daily status reports from the Orchestrator agent. ### What if the AI makes a mistake? Agents are configured with guardrails and escalation rules. For high-stakes actions (large purchases, legal commitments, sensitive customer issues), agents escalate to the human team. All conversations are logged and reviewable. ### Do you offer a free trial? The $100 AI Audit serves as a trial — you get a full implementation plan and see exactly what the agents would do for your business. If you proceed, the $100 counts toward your setup fee. ### What industries do you work with? Any small business that needs marketing, sales, or customer support. Current clients include entertainment companies, SaaS platforms, photography studios, sports management, and training organizations. ### Where is Starfish AI based? Montana, USA. Founded by WJ Boone. All agents run on cloud infrastructure (Railway + Vercel) with global availability.