FOR BUSINESSES LED BY TECHNICAL FOUNDERS
Commercial progress needs sound judgement and sustained follow-through. Finding the capacity for both is often the challenge.
Sarrafion works alongside you to test the proposition, progress partnerships, reach customers and build capability that lasts.
Book a discovery callThe challenge
As ventures look toward growth, much of that effort still depends on the technical founders, or on a stretched commercial leader.
When attention stays split between building the product and building the business, market decisions proceed on untested assumptions, sales opportunities can stall, and partnership talks can drift.
At the same time, the early wins haven’t yet been converted into a process that others in the business can run.
Whether a commercial proposition needs testing before more time and money are committed, a partner or licensee is ready to talk, or a new market segment needs real follow-through – each calls for someone with the judgement, time and responsibility to carry the work forward.
Sarrafion is a B2B practice that helps founders and their teams move forward when technical priorities, operational matters, customers and company growth are all competing for attention.
We take on agreed commercial responsibilities alongside you, or on your behalf – validating what is actually worth pursuing, progressing live opportunities and establishing how the work will continue.
Technical promise and early traction are a great starting point, but a true commercial proposition develops through real-world evidence, market feedback and deliberate choices about customers, applications and channels.
Depending on the assignment, you leave with a clearer decision, an opportunity progressed, or stronger capability via your people, partners and systems.
Where we contribute
We agree what needs to happen, what we’ll take responsibility for and which decisions stay with you. The work usually falls into one or more of these areas.
Find and progress licensing, distribution and co-development opportunities. Evaluate partners, develop the commercial proposition, negotiate commercial terms and put agreed arrangements into practice.
Depending on the assignment, outputs may include:
Investigate customer needs, applications and demand. Assess the evidence, delivery requirements and commercial economics to determine whether to proceed, refine the proposition, investigate further, pivot or pause.
Depending on the assignment, outputs may include:
Develop priority accounts and opportunities in new segments, applications and geographies. Engage buyers and channels, refine the offer through their feedback and follow through on the opportunities that merit attention.
Depending on the assignment, outputs may include:
Establish the responsibilities, shared knowledge and practical methods your people and partners need, supported by suitable tools, so the work can continue after we step back.
Depending on the assignment, outputs may include:
The Team
Co-Founder
Research & Commercial Lead
Connects technical potential with customer needs, evidence, market dynamics and economics – shaping propositions and progressing commercial opportunities.
Nadim’s experience spans research commercialisation, technology transfer and commercial planning across life sciences, medical technologies, clean technology, advanced materials, industrial engineering and agriculture.
Managing a portfolio of research-intensive assets, he developed business cases and supported execution across IP positioning and filing, technology development, market engagement, funding, investment and commercialisation planning.
Nadim's work included early-stage contributions to the technologies that later became Vysena Medical and Sparc Hydrogen.
His approach connects technical potential with customer needs, evidence and commercial economics to shape or refine an offer that the business can take to market - and repeat!
Co-Founder
Market Lead
Connects market strategy with sales execution – building the customer relationships, channels and team capability that drive revenue and sustain growth.
Antoinette’s experience spans sales leadership, territory development and commercial execution in complex and highly competitive retail and luxury markets.
She has led high-performing sales and promotional teams in South Australia and established and grown a New Zealand territory from the ground up. Her experience includes managing brands consistently ranked within their category’s top five and using a new product launch in 2026 to help achieve a number-one National brand ranking.
Antoinette's work is at the buyer, seller and distributor interface. She handles commercial negotiations and operational mechanics surrounding product launches, sales targets, incentives and staffing, including talent recruitment where appropriate.
Her approach turns market strategy into coordinated sales execution, building the team and channel capability that drives revenue.
How we work
A focused review, a defined delivery assignment or continuing support. There’s no set sequence; we shape the work around your situation.
Before we begin, we agree the objective, our responsibility, the intended result and the fee. We also agree how progress and completion will be assessed, including any dependencies on your team or external parties.
A focused assessment of one proposition, opportunity or commercial question. We examine the available evidence, challenge assumptions and weigh the options before you commit further resources.
You leave with an assessment, a recommendation and prioritised next steps.
What does the Review include? ↓We take responsibility for a defined commercial assignment in one or more of the four areas above. We carry the agreed work through and adapt with you as evidence, buyer feedback and negotiations develop.
The scope names the work we own, the intended result and how completion will be assessed.
Ongoing support to progress selected opportunities and strengthen your commercial capability. Responsibilities can move to your team or partners as capability develops, or remain with us in an agreed role.
We agree priorities, working capacity and a review cadence suited to the assignment.
We agree one commercial question and review the relevant information you can provide, supported by focused analysis and discussion.
You receive:
The depth of investigation is agreed before starting. Any new customer research, partner outreach or other external engagement is explicitly scoped.
EXPERIENCE BEHIND THE WORK
Explore the recommendations of people who have worked with the principals.
“[Nadim] helped me explore the market potential of our work... His guidance laid a strong foundation for the project’s commercialisation journey that is unfolding today.”
Award winning Biomedical engineer · Founder, Vysena Medical.
December 2025Jiawen Li · LinkedIn recommendation
I worked closely with Nadim between 2018 and 2021, at a time when I was a more “traditional” researcher, who highly focused on publications, but less certain about how to translate research into real-world impact. He helped me explore the market potential of our work, coached me through pitch presentations, and helped me develop an entrepreneurial mindset. His guidance laid a strong foundation for the project’s commercialisation journey that is unfolding today. I would highly recommend him to any researcher looking to bridge the gap between discovery and impact.
“[Nadim] helped us sharpen our messaging, frame our innovation clearly for external stakeholders, and identify the most promising commercial pathways. If you’re working on deep tech or research translation, you want Nadim in the room.”
Biophysicist · CEO & Managing Director, Sensrz
April 2025Roman Kostecki · LinkedIn recommendation
I had the pleasure of working closely with Nadim during the early stages of validating Sensrz’ market potential, and his contribution was exceptional. Nadim brings a unique combination of strategic insight, commercial sensibility, and genuine curiosity — rare traits that make a tangible difference.
His ability to engage across technical, scientific, and business domains helped us sharpen our messaging, frame our innovation clearly for external stakeholders, and identify the most promising commercial pathways. Nadim is also a natural connector — thoughtful, honest, and focused on getting to the heart of what matters.
If you’re working on deep tech or research translation, you want Nadim in the room.
“Antoinette is commercially sharp, provides valuable insight and context behind decisions which I truly value, and is always willing to make time for a chat. …She leads with both head and heart which is really quite special.”
Managing Partner & General Manager · NZ & Aus.
October 2026Kirsty May · LinkedIn recommendation
I've had the pleasure of working with Antoinette for more than five years and have always admired the way she approaches both her people and the Puig business. She has an incredible ability to get the best out of her team, creating an environment where people feel supported, trusted and motivated to succeed.
Antoinette is commercially sharp, provides valuable insight and context behind decisions which I truly value, and is always willing to make time for a chat. She is a passionate advocate for the Puig brands and brings a huge amount of energy, commitment and authenticity to that world.
What I value most about Antoinette is the way she builds relationships. She leads with both head and heart which is really quite special. Her relationships are one of respect, care and integrity, and over the years has become not only a valued client and trusted collaborator, but also a good friend. Anyone who has the opportunity to work with Ant will know exactly what I mean.
“[Antoinette] is extremely professional, builds and nurtures her team to be high performing and is a great negotiator. Antoinette... has the ability to overcome objections, looks for opportunities and win win scenarios.”
Sr. Training Manager · Oceania
October 2026David Whyte · LinkedIn recommendation
I have worked with Antoinette for 5 years and she is an absolute joy to work with. She is extremely professional, builds and nurtures her team to be high performing and is a great negotiator. Antoinette always considers the glass to be half full and has the ability to overcome objections, looks for opportunities and win win scenarios.
“Nadim was always solution focused and innovative in addressing complex problems and addressing new opportunities in development of new health technologies.”
Medical Oncologist · Director, SAiGENCI
November 2025Christopher Sweeney · LinkedIn recommendation
I had the pleasure of working with Nadim starting when I was based in Boston in the Harvard system in 2022 and then more closely when I moved to University of Adelaide.
Nadim was always solution focused and innovative in addressing complex problems and addressing new opportunities in development of new health technologies.
I look forward to working with Nadim again when the right opportunity arises.
“Nadim is a great strategist who knows how to bridge the gap between technical innovation and commercial opportunity.”
Director Commercialisation, Adelaide University
November 2025Francois Duvenage · LinkedIn recommendation
I’ve had the pleasure of working with Nadim in various capacities, both as a colleague in the Commercialisation team and in his role as Senior Business Development Manager. Nadim is a great strategist who knows how to bridge the gap between technical innovation and commercial opportunity. He has a real talent for seeing the bigger picture while still staying across the details that make things work. Nadim’s also an excellent collaborator and networker. I have always appreciated our quick chats. Nadim is thoughtful, honest, and always focused on getting to the outcome that matters most.
Highly recommend working with him if you get the chance!
Let’s talk
A partnership to develop, market to test or deal to progress – and not enough capacity to carry it through?
Let’s discuss what it needs and where Sarrafion could help.
Book a free 30-minute discovery call.
Book a discovery callPrefer to email?hello@sarrafion.comFAQ
Yes. We can take responsibility for a defined priority alongside your founder, CEO, commercial leader or team. We agree how responsibilities and decisions will be shared.
That can be a useful starting point. We can investigate a defined customer need, application or market and assess whether the evidence supports further commitment or a different approach.
No. If the commercial priority is already sufficiently clear, we can scope delivery directly. A Review is useful when the evidence, options or next steps need clarification.
Where the work calls for it, we can draw on specialist support in research and analysis, funding proposals, impact evaluation, technical implementation and other relevant areas. Additional work and responsibilities are agreed as part of the scope.