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CRUX Consulting

CRUX Consulting · Business infrastructure for ambitious SMEs

Big-business thinking. Built to fit your business.

We help ambitious SMEs build the systems, structure and customer journeys behind growth — so the business becomes stronger every month, not simply busier.

Book a Strategy Call See how it works

Why CRUX

Anyone can build with AI. The difference is the thinking behind the build.

Tools are easy to buy and quick to generate. Making them work together — reliably, for real customers and real teams, and stable enough to scale — takes experience.

  1. 01 · Thinking

    We work out how your business should run.

    Twenty-five years inside large organisations — operations, sales, analytics and insights, people and customer experience. We bring that big-business discipline to the way your business actually works, then decide what is worth changing.

  2. 02 · Building

    Then we build what fits — not a generic tool.

    Modern, AI-augmented building lets us shape systems around your customers, your team and your way of working, instead of bending the business around software designed for everyone.

  3. 03 · Backing

    And we can stand behind it when it matters.

    Chahat has spent more than twelve years engineering and fixing software by hand, long before AI tools existed. When something needs to be reliable, stable and ready to scale, there is real engineering underneath.

Different challenges. Same underlying infrastructure.

You bring the business. We build the infrastructure.

What owners come to us for

When the infrastructure works

  • Growth becomes easier to manage
  • Work becomes more consistent and scalable
  • You and your team have more clarity and control
  • Customers have a better experience
  • The business becomes stronger every month, not simply busier

The CRUX Operational Engine

Five connected areas. One stronger business.

01Direction02Execution03CustomerGrowth04Technology &AI05Reporting &LearningOPERATIONAL ENGINE

01 · Strategy + Culture

Direction

Clear direction, strong culture and better decisions.

Explore the engine

Where we work

Practical systems across the whole business — with or without technology.

Explore solutions

  • Map the journey from first impression to repeat customer, then remove the friction that costs you reviews, referrals and loyalty.

  • Websites, landing pages, enquiry capture, booking flows and follow-up that move people to the next step without chasing.

  • Positioning, offers, outreach, local visibility and campaign systems that bring the right customers in consistently.

  • Structure, responsibilities, onboarding, training and accountability rhythms so the business doesn't depend on one person.

  • Processes, job management, templates and operating cadence that make delivery consistent and the week calmer.

  • We help identify the technology that fits, connect it properly, and build bespoke systems when off-the-shelf tools fall short.

The C.R.U.X Engagement Model

Our journey with you, from clarity to scale.

Our approach

The CRUX Compounding Engine

Stronger every month, not simply busier.

Every month we find what's slowing you down, fix it, and make the fix stick. Keep doing that, and the business gets easier to run as it grows.

  1. Steps 1–2 of 8

    1.See it

    Find out what's really going on, and what's costing you most.

  2. Steps 3–4 of 8

    2.Fix it

    Try a better way on a few jobs, and keep what works.

  3. Steps 5–6 of 8

    3.Lock it in

    Make it the standard, then automate it or hand it over.

  4. Steps 7–8 of 8

    4.Grow it

    Take on more without the chaos, then go again.

    Then round again, faster.

What one turn looks like for…

Electricians, plumbers, painters, roofers

“Quotes go out. Most never come back.”

  1. See it

    We track every quote and find most go quiet after a week, with nobody chasing them.

  2. Fix it

    We trial a simple follow-up on the next 20 quotes: a text on day two, a call on day seven.

  3. Lock it in

    It wins more jobs, so it becomes the standard, and the texts now send themselves from your job software.

  4. Grow it

    More work won from quotes you were already writing. Next round: the jobs that keep running over time.

The result: More jobs from the same quoting effort.

Illustrative example

See the full cycle, step by step

Client results

Real businesses. Measurable change.

All case studies

The people behind the build

Business depth and engineering depth, in the same room.

Meet the team
Portrait of Nathyn Costello, Co-Founder and Managing Director of CRUX Consulting

25+ years in multinational & national organisations

Nathyn Costello

Co-Founder & Managing Director

Operations, people, sales and analytics leadership inside multinationals — now applied to ambitious SMEs, without the overhead of a big consultancy.

Portrait of Chahat Narang, Co-Founder and Technical Director of CRUX Consulting

12+ years engineering software & systems

Chahat Narang

Co-Founder & Technical Director

Software, systems and AI engineering — the person who turns a diagnosis into technology that is reliable, connected and built to scale.

Results Nathyn has delivered at scale

efficiency gain across a national operation, without headcount growth
40%efficiency gain across a national operation, without headcount growth
gross profit uplift (35%) across 17 sites
$10Mgross profit uplift (35%) across 17 sites
specialist fill rate, the highest in 20 years
25→84%specialist fill rate, the highest in 20 years
First Nations hires in one year through inclusive pathways
500+First Nations hires in one year through inclusive pathways

Across national roles at ManpowerGroup and community employment partnerships. See the case studies

Start with a conversation

Build the infrastructure behind your next stage of growth.

A Strategy Call is a focused conversation about what is slowing the business down, what is worth fixing first, and how to make it stronger every month, not simply busier.

Book a Strategy Call See the operational engine