David Hailey founded CountiFi in 2021 with a bold idea: to use artificial intelligence and computer vision to solve a longstanding problem in the airline industry—inventory waste.
Backed by years of experience working as an auditor for Ernst & Young and Delta Air Lines, Hailey recognized inefficiencies in how airlines tracked and managed their onboard food and beverage supplies.
Today, CountiFi helps major carriers around the globe understand exactly what inventory goes on and comes off their aircraft. By automating this process with AI-powered photo recognition tools, the company enables airlines to reduce waste, lower costs and make smarter decisions about what to stock. But despite the strength of their product, Hailey faced early challenges growing the business and communicating its value to investors and customers.
That’s when guidance from the University of Georgia Small Business Development Center (UGA SBDC) became crucial.
In 2022, Hailey was connected to Terence Strong, a business consultant at the UGA SBDC at Morehouse College, by a fellow entrepreneur. The timing was critical.
Strong immediately got to work teaching Hailey how to reshape CountiFi’s investor communications. Together, they rebuilt the company’s pitch deck from the ground up, placing greater emphasis on business outcomes, market potential and growth metrics. Strong also helped Hailey refine his verbal pitch and understand the mindset of potential investors and customers.
“We took a multi-pronged approach to revamping CountiFi’s fundraising efforts,” said Strong. “We focused on aligning their story with what investors care about most—value proposition, traction and growth potential.”
In addition to improved fundraising, CountiFi expanded its reach across the airline and B2B sectors, forming partnerships with industry leaders including British Airways, Gate Gourmet and Amazon Business. Annual revenue more than doubled and CountiFi’s team grew from just Hailey and one contractor to a staff of eight, including roles in product development, sales and finance.
Yet, as much as the technology has evolved, Hailey credits much of the company’s progress to the behind-the-scenes work with Strong and the UGA SBDC.
“When I talk to investors now, it’s not the first time I’ve heard their questions,” said Hailey. “Terence and I have gone over them already. I’m prepared, and I can respond with a story that’s both compelling and accurate.”
CountiFi’s platform remains rooted in the airline industry, but its potential applications go far beyond that. The company is already expanding into health care, partnering with hospitals to automate the counting of medical devices and surgical supplies, another space where waste reduction and inventory precision are critical.
“We started in the airline space because that’s my background,” said Hailey. “But honestly, it doesn’t matter what the inventory is. If we can get a good image or data feed, we can build an AI model to count it—medical devices, tennis shoes, electronics, anything.”
As CountiFi continues to grow, Hailey still leans on Strong for guidance, often reaching out for insight not just as a business consultant but as a fellow founder.
“Terence understands what I’m going through. He’s been there,” said Hailey. “He is a great sounding board when I need one and has useful connections across the state, not only to UGA, Morehouse, Georgia Tech, Georgia State, but with investors and incubators. As a founder, the two things you’re always looking for are capital and customers. Terence can help connect us to both.”
For Hailey, the journey from solo founder to scaling CEO hasn’t been easy. But with a clear vision, an innovative product, and the right support system, he’s building a company poised to transform how industries manage inventory.
“A lot of the small business start as a one person show, but it’s hard to scale one person. You have to find a team, you have to find advisors, like the UGA SBDC, that can support you in your growth. It’s impossible to do it alone. The sooner you can find people that can help you grow, the better you’ll be.”
Funded in part through a Cooperative Agreement with the U.S. Small Business Administration.
All programs of the UGA SBDC are open to the public on a non-discriminatory basis. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance.
The UGA SBDC is an accredited member of America’s SBDC.
The University of Georgia
Small Business Development Center
382 East Broad Street
Athens, GA 30602-5412
P: (706) 542-2762
