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  • Ellen O'Rourke

Meet Amutri: Empowering people to create 3D visualisations, in seconds.

Interview with our CEO and Founder, Michael Calver.


3D Visualisation forms a crucial part of the design, construction and management of the world around us by conveying ideas, designs and finished products to stakeholders and customers.


Whilst the technology brings proven benefits, it requires a substantial financial investment and hundreds of man-hours to deliver and maintain, posing a major barrier to entry for many people and organisations. Ultimately, this leads to reduced profit margins, wasted time and final designs of spaces and places that fail to meet the needs of end users.

Amutri dramatically lowers the entry point to 3D Visualisation through an automated, cost-effective and easy to adopt software product, enabling more people and organisations to adopt and benefit from the technology.

Ultimately, Amutri reduces the turnaround time of visualisation from days or weeks to seconds, and places the technology directly into the hands of users with no prior experience of 3D Visualisation necessary. Amutri empowers people to create 3D visualisations, in seconds.


How did you come up with the idea of Amutri?


A career working with 3D Computer Graphics, Simulation and Immersive technology.

This has included the design and development of world-leading simulation, visualisation and design tools within Formula One, Automotive, Architectural Design, Manufacturing, Aviation and Retail industries. From this experience, I have realised the potential of 3D Visualisation technology, and now I wish to democratise it to help support the design of the world around us.



Why did you decide to start Amutri?


The Amutri concept resolves a cross-industry unmet need, in a format that is suitable for a startup to tackle and resolve.

Amutri is developed in a way which can be iterated upon with relative ease, ensuring that we can respond to the validated feedback received from our users. By focusing on one problem early on, we can deliver value quickly and scale effectively.


What's your vision?

Amutri is designed to drastically lower the entry point to 3D Visualisation. This is achieved through a software product delivered via a Software as a Service (SaaS), tiered subscription model which automates the creation, hosting and deployment of real-time rendered visualisations. Ultimately, this is intended to help support the design and management of the world around us.


What challenges have you had to overcome?


The main challenges we have faced are primarily around financing. We are currently attempting to overcome these now, through careful and well-considered planning around fundraising and product development.


Who is your target audience?


We are targeting those involved in the design, marketing and sale of the built environment. Property Developers, Small Architectural Practices, Interior Designers, Design Consultants and Architectural Design students represent the most underserved customer groups within our starting market. We are also building partnerships with academic institutions and industry partners worldwide to support our customer acquisition and product development.


What is the USP of your startup?


Our USP is the speed in which Amutri produces high-quality virtual environments, along with the ease of hosting and deployment. This drastically lowers the cost associated with 3D Visualisation, enabling more people and organisations to adopt and benefit from the technology. In addition to cost saving, the ease of content creation is intended to facilitate our customers in employing the technology in new and innovative ways.

For those already using 3D Visualisation technology, Amutri offers a solution that is hundreds of times faster and more cost-effective, whilst delivering greater value than current alternatives. Ultimately, Amutri reduces the turn around time of visualisation from days or weeks to seconds, and places the technology directly into the hands of users with no prior experience of 3D Visualisation necessary.


Can you describe your typical workday?


My typical workday comprises of managing:

- The development of, and direction of the Amutri product
- Fundraising
- Marketing
- Our cohort of early adopters
- Recruitment
- Engaging with potential customers


Where do you see yourself and your startup, Amutri, in 5 years?


We will launch and be first to market in Q4 2022 and rapidly grow our sales by 4x in 2024 and 2x in 2023. Our ambition is to dominate the market for real-time 3D Visualisation within AEC by 2026.

Essentially, we want to empower everyone, regardless of technical skill level, to leverage the possibilities that 3d visualisation creates.


What three tips would you give to founders?



- It’s never too early to start selling your product.
- Make sure you consider product launch marketing early on.
- Planning must make way for doing, preferably sooner rather than later.





Wanting to find out more about the world of Amutri? We'd love to schedule a call with you to show you what we're all about. Drop us a line at: hello@amutri.com

We've also launched our first micro-product, which you can access via our homepage.
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