Roselle de Kruijk: from a validated case to a system the business runs on.
Roselle connects strategy with execution across the build and growth phases, ensuring each venture is shaped with the right commercial and operational foundations for long-term performance.
Updated 27 October 2026 · Mayfly Ventures, Melbourne
Deliver and Evolve: the stage Roselle leads.
Roselle takes the commercial case into delivery and keeps it there: product definition, the operating model around the system, the launch with the client's team, and the Evolve stage where a live system is improved, rolled out to more teams or extended into a product for a wider market.
We help established businesses identify where AI can create commercial value, then bring strategy, design and engineering together to deliver it.
See the full process, including timing.
The work, by industry.
Every project at Mayfly is one team from the first conversation to delivery, so the proof is the firm's, not one person's. Where AI has already created commercial value for an established business, with the published figures:
- Construction: Handover+, a record kept for the ten-year liability window
- Healthcare: Virtuosa, clinical reports in about 20 minutes, down from around 4 hours
- Logistics: DGC, compliance paperwork per run in under 30 minutes, down from 8 hours
- Mining: AtSite, emergency alerts in under ten seconds
- Hospitality: Choosey and Mucudu
What people ask Roselle.
What does a Venture Building Partner do at Mayfly?
Turns a validated opportunity into something the business runs on. Roselle shapes the product and the operating model around it, leads the launch with the client's team and stays through the Evolve stage, where the system is improved, extended or taken to a wider market.
When does Roselle join an engagement?
From the first conversation, so the commercial and operational foundations are set before design starts, and most visibly from Deliver onwards, when the work moves into product definition, launch and growth.
What does the Evolve stage involve?
Learning from how the system performs in the real business and staying involved where improvement, wider rollout or a new opportunity justifies it: refining the original system, extending it to more teams, adding capabilities or turning it into a product for a wider market.
Talk to Roselle about what is getting harder to scale.
A free 30 minute call. Bring the problem, the opportunity or the idea, even if it is rough. No technical brief needed.
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