Intelledox CEO and founder Phillip Williamson was a technology entrepreneur long before Mark Zuckerberg and Jack Dorsey glamorised the business. In the 1990s, he and Michelle Melbourne (now executive director) started a business automation consulting company in a Star Wars-themed bedroom in a suburban Canberra family home. The consultancy evolved into a software company and Intelledox was launched in 2001, after Phillip identified a market need for automated document generation software and developed the company’s flagship software product, Infiniti. Phillip also led the development of Australia’s leading learning management software, Capabiliti, which is used by hundreds of thousands of information workers worldwide.
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In technology, you have to come up with ideas and innovations all the time or risk losing out to competitors. Some of those ideas might be terrible, but you need to have bad ideas to come up with good ones too.
Tell us a little bit about your idea and what made you decide to take the plunge and make it happen?
Infiniti is a business process digitalization platform. It’s an award-winning software product that helps enterprises and governments around the world to eliminate paper forms and digitalize manual processes. Infiniti is used to generate and process statements of advice, HR contracts, licence applications, contracts, invoices and more.
We began as a consulting service, but I’ve always been interested in software and finding ways to make complex processes simple. In the early 2000s I had the idea that we should create an automated document generation software product that could make it easier for organisations to do business, and Infiniti was born.
Please explain your business model
Infiniti is available as a SaaS application. Organisations subscribe and we charge based on the number of users, forms and processes.
What are you working on right now and what are you most excited about in the next three months?
Right now our top priorities include SaaS and mobile. We’re focused on offering solutions that are powerful, versatile, convenient and can be accessed anywhere.
How do you make ideas happen?
When I was studying for my MBA, I had one subject where we each had to bring a new idea to class every week. Some people found that a challenge, but I really enjoyed it. In technology, you have to come up with ideas and innovations all the time or risk losing out to competitors. Some of those ideas might be terrible, but you need to have bad ideas to come up with good ones too.
What does your typical day look like?
My days never quite end up as planned. I have a rough idea of what I want to achieve each day, but it’s usually whatever’s in my face that ends up getting the most attention. While I don’t stick to a regular structure or routine, most days involve meeting with clients and partners, checking in with our development, solutions, sales, marketing and QA teams and figuring out what we can do better to grow the business. We’re also seeking investment, so there have been a lot of interstate meetings and presentations over the past few weeks.
What challenges have you faced when starting or growing a business/organisation in Australia?
- Finding good people who have the knowledge and experience to help Intelledox grow
- Raising funds and getting access to capital
- Acquiring customers – Nowadays people don’t answer the phone, they ignore your emails and there are limits around what you can do with direct marketing. We’ve had to get creative with how we reach people.
What people/companies/organisations do you think are doing really cool stuff in your industry at the moment?
I think mobile application companies like the Canberra-based Imagine Team are doing some great stuff. With app development, the barriers to entry are so small that you can literally start in your garage and build a product. To develop software (as opposed to an app) you need support, product documentation and training manuals before you can start selling to customers. An app doesn’t need any of that.
Speaking of affecting social change, we’ve teamed up with Shout for Good to encourage readers to ‘shout a coffee’ to charity by clicking the button below. Is there a particular charity you’d like to support?
Name 3 websites you would recommend to our readers.
- Whirlpool forums
- Willowdigitalmarketing.com (This is my daughters’ website – they run a social media marketing business)
Are there opportunities for people to get involved with your idea (e.g. are you looking for funding, interns, marketing help)?
We’re looking for funding so that we can expand our business even further overseas.
What’s your favourite bar/café/restaurant?
Bittersweet in Kingston. It’s just down the road from Intelledox’s head office in Fyshwick, Canberra. Great coffee and food.
We thought it would be cool to crowdsource an annual prize to award to the interviewee’s choice (each person interviewed gets one vote) winner for the year’s best interview. Are you willing to kick in a prize?
Sure. Let’s throw in a one-year subscription to Intelledox.