Calendars. They are at the core of how we organize our workdays and meetings, but despite regular attempts to modernize the overall calendar experience, the calendar experience you see today in Outlook or G Suite Google Workspace hasn’t really changed at its core. And for the most part, the area that startups like Calendly or ReclaimAI have focused on in recent years is scheduling.

Magical is a Tel Aviv-based startup that wants to reinvent the calendar experience from the ground up and turn it into more of a team collaboration tool than simply a personal time-management service. The company today announced that it has raised a $3.3 million seed round led by Resolute Ventures, with additional backing from Ibex Investors, Aviv Growth Partners, ORR Partners, Homeward Ventures and Fusion LA, as well as several angel investors in the productivity space.

The idea for the service came from discussions on Supertools, a large workplace-productivity community, which was also founded by Magical founder and CEO Tommy Barav.

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Image Credits: Magical

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Based on the feedback from the community — and his own consulting work with large Fortune 500 multinationals — Barav realized that time management remains an unsolved business problem. “The time management space is so highly fragmented,” he told me. “There are so many micro tools and frameworks to manage time, but they’re not built inside of your calendar, which is the main workflow.”

Traditional calendars are add-ons to bigger product bundles and find themselves trapped under those, he argues. “The calendar in Outlook is an email sidekick, but it’s actually the center of your day. So there is an unmet need to use the calendar as a time management hub,” he said.

Magical, which is still in private beta, aims to integrate many of the features we’re seeing from current scheduling and calendaring startups, including AI-scheduling and automation tools. But Magical’s ambition is larger than that.

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Image Credits: Magical

“We want to redefine how you use a calendar in the first place,” Barav said. “Many of the innovations that we’ve seen are associated with scheduling: how you schedule your time, letting you streamline the way you schedule meetings, how you see your calendar. […] But we’re talking about redefining time management by giving you a better calendar, by bringing these workflows — scheduling, coordinating and utilizing — into your calendar. We’re redefining the use of the calendar in the modern workspace.”

Since Magical is still in its early days, the team is still working out some of the details, but the general idea is to, for example, turn the calendar into the central repository for meeting notes — and Magical will feature tools to collaborate on these notes and share them. Team members will also be able to follow those meeting notes without having to participate in the actual meeting (or get copied on the emails about that meeting).

“We’ll help teams reduce pointless meetings,” Barav noted. To do this, the team is also integrating other service into the calendar experience, including the usual suspects like Zoom and Slack, but also Salesforce and Notion, for example.

“It’s rare that you find an entrepreneur who has so clearly validated its market opportunity,” said Mike Hirshland, a founding partner of Magical investor Resolute Ventures. “Tommy and his team have been talking to thousands of users for three years, they’ve validated the opportunity, and they’ve designed a product from the ground-up that meets the needs of the market. Now it’s ‘go time’ and I’m thrilled to be part of the journey ahead.”

This post was first published on: TechCrunch

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