Audax Ideas
Audax Ideas was established in July 1996 as an independent advisory and investment services firm. Our mission is to partner with businesses to "convert bold ideas into bankable equity". We specialise in three areas of business expertise and advisory services:

  • Strategy - corporate strategy, business strategy and marketing strategy
  • Innovation - innovation management and entrepreneur development
  • Finance - finance management and investment management

    The word audax originates from the Latin word for "audacious or bold". This is a trait associated with entrepreneurial individuals and organisations. Entrepreneurs are bold in their vision for the future, in their ideas for new opportunities, and in their business decisions and activities. This describes our approach to business development, as well as the profile of our target clients and business partners.

    Our target clients and business partners: We are motivated by the opportunity to work with individuals who:
  • Are senior decision-makers in their business
  • Seek to create high performance businesses
  • Place value on innovation and entrepreneurship
  • Strive for profitable and sustainable growth
  • Believe in building businesses on sound and ethical foundations.

    Audax Ideas is structured into three business units providing distinct areas of service:
  • Audax Consulting - consulting on strategy and innovation management
  • Audax Capital - advising on finance and investment management
  • Audax Campus - providing executive education and executive coaching services

    The firm has a network of associates and professionals with complementary expertise in areas related to strategy, innovation and finance. Audax Ideas has worked with clients in a diverse range of industry sectors, including banking & financial services, energy & fuel management, environmental & waste management, media & telecommunications, and private equity fund management. Projects have ranged from review & development of business & corporate strategy for large companies, to feasibility studies and business plans for new ventures, to assisting entrepreneurs raise private equity for business expansion.

    Troy Dyer



    Audax Ideas is led by Troy Dyer. He has extensive professional experience in the areas of strategy, innovation and finance. He has consulted to clients in a diverse range of industries in South Africa, Europe and the UK. Prior to starting his own firm he gained experience as a management consultant at two global consulting firms, where he specialised in business transformation and business strategy.

    In addition to his consulting experience, Troy has held various full-time positions in commerce and industry, including the roles of investment analyst, finance manager and chief financial officer. He has served as a visiting lecturer at top-ranking South African business schools, lecturing in the areas of strategy, innovation and finance, on MBA and executive courses.

    Troy's educational and professional qualifications include:
  • Bachelor of Commerce, 1984, Wits University, Johannesburg, South Africa
  • Bachelor of Accountancy, 1985, Wits University, Johannesburg, South Africa
  • Chartered Accountant, 1988, SAICA, South Africa
  • Master of Business Administration, 1991, Wharton School, University of Pennsylvania, Philadelphia, USA
  • Chartered Financial Analyst, 2008, CFA Institute, Charlottesville, Virginia, USA

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