Summary
In this episode of The Bentonville Beacon, host James Bell sits down with Sterling Smith, Managing Director of Atento Capital’s Northwest Arkansas hub. Sterling spent time as a computer program analyst and software engineer before starting his journey as a serial entrepreneur and VC. His experience in operations has shaped his entrepreneurial and VC development, but ultimately, his drive to add diversity to the investment world sets him apart. Throughout the episode, he and James discuss his career, Atento Capital’s investment in the Heartland, the reasons for Bentonville’s success, and much more.
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Show Notes
(0:53) Introducing Sterling Smith
(4:37) Sterling’s Passion for Entrepreneurship
(8:39) Introducing Atento Capital
(12:09) Atento’s Presence in NWA
(19:25) 412 Angels
(23:12) How Bentonville Has Changed in the Last Fifteen Years
(29:09) Comparing Bentonville to Other Prominent Markets
(30:25) What Sets Bentonville Apart for Founders and Startups
(34:21) How Operational Experience Benefits a VC
(37:48) Sterling’s Strengths and Weaknesses as a Founder
(41:28) Closing Thoughts
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‍Links
JAMES BELL‍‍
‍BENTONVILLE ECONOMIC DEVELOPMENT‍‍
STERLING SMITH
ATENTO CAPITAL
BLACK FREELANCER
GRAHAM COHEN
412 ANGELS
NORTHWEST ARKANSAS TECHNOLOGY SUMMIT
FUEL ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING ACCELERATOR
STARTUP JUNKIE
CARTWHEEL STUDIOS
UNIVERSITY OF ARKANSAS
BLOCKCHAIN CENTER OF EXCELLENCE
OFFICE OF ENTREPRENEURSHIP AND INNOVATION
VENTURE INTERN PROGRAM
WHOLE HEALTH INSTITUTE
XNA – NORTHWEST ARKANSAS NATIONAL AIRPORT
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Quotes
“It took none other than for me to revisit Bentonville after being gone for so long for me to touch down and feel the energy that exists here.” – Sterling Smith, (13:16)

“I feel the same energy today in Bentonville that I felt eight years ago when I first came to Austin, which is a much larger city, but the same fundamentals that existed there are in this region as well.” – Sterling Smith, (13:46)

“Investing in startups is on the riskier side of investing in assets, generally speaking, and I’ll say that the approach that we take—we do everything we can to derisk and provide investors that participate in 412 Angels with an unfair advantage when making those decisions.” – Sterling Smith, (21:37)

“For people that want to be around other passionate individuals and passionate organizations that care about producing world-changing and practical solutions, I think that if you are in any of these spaces—B2B SaaS, direct to consumer, CGP, logistics…this is a great place to be for that.” – Sterling Smith, (31:54)‍‍
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Funding Northwest Arkansas’ Next Generation of High-Growth Startups with Sterling Smith‍
In this episode of The Bentonville Beacon, host James Bell sits down with Sterling Smith, Managing Director of Atento Capital’s Northwest Arkansas hub. Sterling spent time as a computer program analyst and software engineer before starting his journey as a serial entrepreneur and VC. His experience in operations has shaped his entrepreneurial and VC development, but ultimately, his drive to add diversity to the investment world sets him apart. Throughout the episode, he and James discuss his career, Atento Capital’s investment in the Heartland, the reasons for Bentonville’s success, and much more.
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Diversifying Investment
While countless programs, resources, funds, and organizations are building into the Heartland, Atento Capital stands out from the crowd. The Tulsa-based investment firm prioritizes diversity, equity, and inclusion on all fronts. During his interview with James Bell, Sterling Smith made something crystal clear: We need diverse representation on both sides of the investment space—not only starting companies but also determining who gets funded. As one of the country’s most diverse venture capital funds, Atento is taking the bull by the horns.
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While the fund’s diversity creates a significant social impact, it also generates an investment advantage. With an abundance of worldviews and perspectives on the team, Atento sees things that other investment firms do not. This advantage is passed on to its network of investors, lowering investment risk through Atento.

“Investing in startups is on the riskier side of investing in assets, generally speaking, and I’ll say that the approach that we take—we do everything we can to derisk and provide investors that participate in 412 Angels with an unfair advantage when making those decisions.” – Sterling Smith, (21:37)

Why Bentonville
Headquartered in Tulsa, Atento’s expansion into Northwest Arkansas was a no-brainer. With three Fortune 500 companies, numerous promising startups, and a thriving entrepreneurial ecosystem already in place, this area remains a prime partner in Atento’s mission in Tulsa and the rest of the Heartland region.

“For people that want to be around other passionate individuals and passionate organizations that care about producing world-changing and practical solutions, I think that if you are in any of these spaces—B2B SaaS, direct to consumer, CGP, logistics…this is a great place to be for that.” – Sterling Smith, (31:54)

Sterling’s return to Northwest Arkansas was also an easy choice. Although he lived in Bentonville fifteen years ago, he was surprised with what he found upon his return. Now swarming with top-tier restaurants, bike trails, music festivals, and much more, the city sold itself.

“It took none other than for me to revisit Bentonville after being gone for so long for me to touch down and feel the energy that exists here.” – Sterling Smith, (13:16)
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Get Connected!
‍Thanks for tuning in to this episode of The Bentonville Beacon! Join us weekly for more stories from entrepreneurs and business leaders who are making a positive impact on Bentonville’s culture, community, and lifestyle. Don’t forget, Bentonville is a place where you can have more of what you want and less of what you don’t!