Map every variable.
Demand-side. Cost-side. Operations. People. Channels. Time. Risk. Competition. We scan the whole equation, not the obvious bits.
Small Medium Enterprise multiplier · NZ
Tune the variables. Multiply the value.
Every business is an equation. Thousands of variables. A handful of multipliers actually move the answer. SMEX finds them, tunes them, and ships the systems that compound.
- 0%of NZ businesses are SMEs
- 0%of the workforce employed by SMEs
- ∞variables, computable for the first time
— The Value Equation
A business is a math problem
you've never been able to solve.
Until now, no human consultancy could hold thousands of interacting variables, rank them by leverage, and tune them in concert. AI can. That's the moat. That's the whole pitch.
/// Live equation
tuning
A
×
B
×
C
=
9
Value output
Three sliders is a cartoon of the real thing. Your business has thousands. We map them all.
Rank by leverage.
Which variables, when tuned, change the answer the most? AI can compute it. Humans can't. That's the work.
Deploy and measure.
Strategy, systems, automation, content, infrastructure — drawn from across our toolkit. Output multiplies. Input drops. Repeat.
/// Sample SMEX score readout
Current SMEX score
37/100
Bottom quartile for sector
Potential
82/100
If top 3 leverage variables tuned
The gap
+45
points of headroom
×
Pricing model elasticity
+18
×
Onboarding friction
+14
×
Repeat-purchase activation
+9
×
+ 47 more variables ranked
…
— The posture
// Robin Hood // with a spreadsheet
The most advanced AI on earth shouldn't only run for the biggest companies on earth.
SMEX takes the cutting edge that's locked behind enterprise budgets, partner agreements, and Stanford CVs — and distributes it to the small business down the road.
Bleeding edge. & Accessible.
— Choose your depth
From a free score
to a built business.
SMEX is an umbrella, not a single product. The same equation gets applied at five depths, and you can enter at whichever fits.
A genuine artefact, not a teaser.
The full diagnostic on your business. Your value equation mapped. Where you sit. Where you could be. The gap, quantified. No login wall, no email gate.
Most visitors will only ever need this. That's the point.
Run my SMEX score→A roadmap, not a deck.
The score plus a bespoke plan — which variables to tune, in what order, with what tools, for what predicted lift.
Delivered as a working document you can act on directly. Engagement runs ~2-4 weeks.
EnquireTuning, in concert, monthly.
SMEX as your ongoing growth partner. We're holding the equation in our heads alongside you, looking for the next leverage point every month.
For the businesses where the answer is "this is a long game, and we want a partner who can hold the math."
EnquireCatalysts, not consultancy.
We build new systems, products, automations, or AI capabilities specifically for your equation. Sometimes a tax tracker. Sometimes an operations dashboard. Sometimes a customer-facing AI surface no agency in the country could ship.
Scope a buildWhen the answer is a business.
Sometimes the right move is a venture we build inside our own umbrella — solving a variable that recurs across thousands of SMEs. Torus is the first.
See the ventures— The inward face
Ventures we own.
SMEX runs its own equation, too. When we find a variable worth solving for everyone, we build it as a venture.
Torus
The portal where minds and humans collaborate to actually do the work. The first SMEX-owned venture. Headless, multi-mind, designed for the way operators are starting to think.
Read the brief →The next variable.
Each venture solves a variable that recurs across thousands of SMEs. The next one is in the lab. New entries appear here as they ship.
In the lab— For New Zealand first
Highest small-business density
in the world.
New Zealand has more SMEs per capita than almost anywhere. The country is the perfect proving ground — small enough to move fast in, dense enough to scale lessons across thousands of businesses.
97%
of New Zealand businesses are SMEs.
28%
of the workforce employed by businesses with 0-20 staff.
28%
of GDP from the same group.
— The founder
Built by Jacob Williams.
Head of Product at a B2B AI measurement platform. Building a personal AI stack most agencies cannot touch. SMEX is the commercial expression of years of work on a single thesis: every system is an equation, and AI lets you solve it.
- 15 years across product, advertising, and AI infrastructure.
- Auckland-based, working with small NZ businesses first.
- The first venture under SMEX (Torus) is already live in alpha.