Turn good ideas into great businesses.
Axcel works with start-ups, growing businesses and established companies to turn opportunities into products, services, new markets and measurable growth.
We help work out what is worth pursuing, test the assumptions, build what proves itself and help take it to market.
New products. New markets. Better AI Processes. More Revenue.
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Ideas are easy to have. Making the right one work is harder.
A startup might have a product but not know how to navigate the hard and unclear journey to market.
A growing business might have demand but not know how to scale without breaking what already works.
An established company might know it needs a new revenue stream but have ten possible directions and no clear answer about which one deserves investment.
And increasingly, businesses are being told AI is the answer before anyone has properly defined the problem.
Axcel helps work out what is worth doing before too much time, money or energy is committed to doing it.
Different stage. Same question. What should we do next?
Start-ups
Turn an idea into something customers might actually buy.
Research the market, test the proposition, define the product, prototype it, build it and work out how to take it to market.
Scale-ups
Exponentially scale-up your new product across different vertical markets and geographies.
Develop the right monetisation model that will enable you to scale your product and build repeatable ways to sell and deliver.
Established businesses
Find the next source of growth and diversification.
We look at new products, new services, new markets, AI opportunities, product technology roadmaps and operational cost improvements.
Good ideas don’t arrive finished.
We find what is worth pursuing, test it before committing heavily, build what proves itself and learn from what happens next.
Understand
What is happening now? Where is the opportunity?
Test
What can we prove before investing heavily?
Commercialise
Take it to customers and make it commercially viable.
Explore
What could we change, create or do differently?
Build
Turn the strongest idea into something real.
Improve
Learn from what happens, improve it and scale what works.
Understand
What is happening now? Where is the opportunity?
Explore
What could we change, create or do differently?
Test
What can we prove before investing heavily?
Build
Turn the strongest idea into something real.
Commercialise
Take it to customers and make it commercially viable.
Improve
Learn from what happens, improve it and scale what works.
What Axcel does.
Prototype the idea
- Design thinking and user mapping
- R&D strategy
- Problem-solution fit and solution-market fit
- Lean Canvas and ROI analysis
- TAM, SAM and SOM market research and segmentation
Commercialise the prototype
- Avatar profiling
- Beachhead market profiling
- Cashflow planning
- European, US and Australian patent portals
- Sales conversion funnel
Put AI to work
Use AI where it improves the economics of the business, not simply because AI is available.
AI opportunity discovery, pilots, development, productisation, training and adoption, AI safety and governance.
Make AI Prove ItScale what works
- Monetisation and licensing models
- Unit economics and financial modelling
- Pitch deck and capital raising
- Hard and soft skills and competencies
- Best-practice benchmarking tools
Ideas eventually have to become something.
Axcel does not stop at workshops and recommendations.
When an opportunity proves worthwhile, we can bring in development, engineering and technical capability to prototype it, build it, integrate it and turn it into something the business can actually use or sell.
That could be a physical product, software, an AI application, automation, a new service or a combination of them.
We help bridge the gap between having the idea and having something real.
AI has to prove it belongs there.
AI can create enormous value, but AI itself is not the outcome.
- More revenue might be.
- Better margins might be.
- Faster service might be.
- More capacity might be.
- A new product might be.
If AI can materially improve something that matters, Axcel can help identify it, test it, build it, introduce it, train people and put sensible controls around it.
If AI is not the best answer, Axcel will say so.
Different experience. Same obsession with making ideas work.
Eleanor brings technology, AI, commercial strategy, enterprise sales and real-world research into how AI succeeds and fails.
Vlado brings R&D, product development, design, manufacturing, AI, commercialisation and the experience of taking ideas from research through to something that can be built and sold.
Together, Eleanor and Vlado help businesses answer a deceptively simple question: what is actually worth doing next?
Eleanor Harris
AI Adoption, Safety & Commercial Strategy
Eleanor Harris has spent more than 25 years working in technology and enterprise sales, including seven years at Cisco and working at IBM, working with organisations across complex technology environments.
Eleanor now focuses on a question that matters more than simply giving a business another AI tool: where can AI genuinely improve the business, and where can it create new problems?
Eleanor works across practical AI adoption, training and safety, helping organisations identify where AI can create measurable value while protecting the human judgement the business relies on.
Eleanor is also the founder of Headlights, an independent research project documenting real-world AI incidents and identifying the governance patterns behind them.
Vlado Baban
AI, Product Development & Commercialisation
Vlado Baban works across the journey from identifying an opportunity to turning it into something that can be built, used and scaled.
Vlado’s experience spans market research, product development, design thinking, prototyping, manufacturing, software selection, technology deployment and commercial growth. Vlado works with organisations to understand requirements, design practical solutions and take new products and services from concept through testing and implementation.
At Axcel, Vlado applies that experience to AI as well. That means looking beyond the AI model itself to the workflow, user requirements, data, systems, integration and commercial case around it.
When an AI opportunity proves worthwhile, Vlado can help shape what needs to be built and work with development capability to move it from prototype into a usable business solution.
Every business has ideas.
- Some should be built.
- Some should be tested.
- Some should be changed.
- Some should probably be left alone.
- The hard part is knowing which is which.
Let’s work that out.
Tell us what you’re working on