Sydney-based branded merchandise company Mercha has compressed the time taken to produce a custom sales proposal to seconds after deploying Decidr’s (ASX:DAI) agentic platform, providing an early proof point for the operational gains Decidr’s OS is designed to unlock across lean, process-heavy businesses.
Mercha operates a real-time transaction platform across 2,000 branded products, generating $5.5 to 6 million in annual revenue from a team of 12. The business fields roughly 200 instant quote requests each month and, until recently, relied on a manual proposal process of product selection, mock-up briefs to an offshore design team, tiered pricing, and formatting that consumed two to three hours per proposal and capped how many leads the sales function could pursue with a tailored response.
Ben Read, CEO of Mercha, said: “We’re a high-growth merch-tech business scaling revenue without adding headcount. We mapped every function — ops, marketing, sales, fulfilment — and focused AI where it drives the clearest ROI. Our 200+ monthly instant quotes used to go out as basic pricing emails. Turning them into rich, tailored proposals materially shifts conversion. Our work with Decidr will take that process from hours to seconds. The impact is that a 12-person team can now drastically reduce manual work to focus on what truly matters, delighting our valued customers.”
The deployment sits inside Mercha’s sales workflow. A lead is enriched against company revenue, size and industry data in a single step; Decidr then assembles a tailored proposal – product recommendations drawn from patterns across similar customers, sensible quantities, tiered pricing and branded mock-ups – for human review before it reaches the prospect. Mock-up fidelity and product logic continue to be refined through iteration, with each pass tightening the output.
David Brudenell, Co-CEO of Decidr, said: “Mercha is exactly the kind of business our platform was built for. Twelve people, thousands of leads, a defined high-repetition workflow where the return on automation is unambiguous. Ben’s team identified the most expensive process in their sales motion and rebuilt it inside Decidr’s agentic platform. As AI models continue to commoditise, the durable value accrues to the orchestration layer: the infrastructure that turns AI outputs into auditable, real-world business execution. Mercha is a clear example of what that looks like at the lean end of the Australian market.”
Mercha has joined as a foundation customer of the Decidr OS and has further phases mapped: the current instant quote email will be replaced by a fully generated proposal, a natural-language quoting experience will follow on the Mercha website allowing a customer to describe an event in plain English and receive a complete proposal in return. Beyond sales, Mercha has scoped a 167-step back-office workflow spanning supplier coordination, artwork approvals, pre-production proof sign-offs and invoice management, all of it currently email-driven and all of it targeted for agentic automation.
Decidr.AI PTY LTD www.decidr.ai Read added: “If you believe AI is going to transform every part of every business – and it will – you need a partner building for that future rather than bolting tools onto the old one. Taking no step because you think you need to walk 100 steps first is a recipe for failure. Pick a tightly defined problem, fix it, then expand.”
