Coming from experience in hardware-enabled SaaS for ruggedised industries, the founders of A.I. LAMB had long wanted to build their own venture. We set out to create a solution built for industries where worker safety and operational uptime are mission-critical, and in the digitisation era, Smartlox was born.

What began as a spin-out with one person and founder-led sales grew quickly into a high-potential business. From the ground up, we researched, tested, validated, and defined where we could make the biggest impact, taking Smartlox through our own Insight & Ignite process to map the market, shape the commercial model, and execute the go-to-market strategy.

When we met Pitcrew AI, they had deployed their solution with a handful of customers, were securing investment from Resource Capital Fund, and relied on founder-led sales to drive growth. Through Insight & Ignite, we developed a go-to-market blueprint that covered market orientation, research, segmentation, targeting, positioning, objectives, pricing, partnerships, marketing communications, distribution channels, and activation support.

We then worked alongside the team to execute the plan across business development, sales, and marketing. This included supporting market orientation, refining positioning, and strengthening both sales capacity and marketing capability. In just two years, Pitcrew AI had quadrupled its internal sales capacity and significantly expanded deployment of its solution across the market, a transformation built on a clear strategy, disciplined execution, and the right foundation from day one.

When Crescent Capital invested in BreatheSafe, the strategy was clear: acquire and establish a distribution network to open up the US and LATAM markets. At the time, BreatheSafe was already a rapidly growing leader in Australia with industry-leading IP, but had yet to fully realise its international expansion potential.

We began with Insight & Ignite, conducting deep market research, competitor analysis, and mapping a strategy to find, onboard, and enable the right distribution partners. The plan was designed to be executed over time, recognising that building a strong network and market presence in the Americas would require focus, patience, and the right relationships.
Over the following 18 months, we worked alongside the BreatheSafe team to identify and qualify high-value distributors, support onboarding and capability-building, and align sales and marketing for the new regions. We also arranged and delivered their inaugural Americas Distributor Conference, which was a resounding success and strengthened relationships across the network.

Today, BreatheSafe is manufacturing in the US to support over a dozen strategically located distributors across the Americas. The business is positioned for long-term growth in the region, proving that with the right approach, even a booming domestic business can successfully scale into new markets without losing momentum at home.

Almost five years ago, Honestly Riverina began as a bold idea from a group of growers in the Riverina region to create Australia’s only 100% grower-owned rice brand by building their own mill and taking control of the value chain. The ambition was huge, but so were the barriers.

A market dominated by an incumbent, a capital-intensive supply chain, and the need for a brand that could earn consumer trust from day one.
We began with Insight & Ignite, conducting a feasibility study, validating the market opportunity, and navigating the complex landscape of competitors, supply chain constraints, and retailer expectations. From there, we sourced strategic partners to help scale production and open distribution channels, building the pathway from concept to commercial reality.

Our role also extended to securing the investment needed to bring the company to market. We were instrumental in raising the capital that allowed Honestly Riverina to establish its operations, build its mill, and take its product to Australian consumers.

Fast forward to today and Honestly Riverina rice is supplied nationally across all major supermarket chains. We remain actively involved in the business five years after the initial idea, continuing to support its growth and helping it remain true to its grower-owned vision.

Honestly Riverina is proof that with the right strategy, partnerships, and persistence, even the most entrenched market structures can be disrupted.