About Us


IRONIC3D’s purpose is to build tech products for non-tech people while leading the way to a better working relationship between app developers and business owners, based on support, collaboration and success for both.

Every idea starts with a problem. Ours was simple: Many Australians spends huge sums of money to build a digital product – and yet they fail. Can we do better? Can we have more success stories and fewer sad ones? We started IRONIC3D to offer that other possibility.

IRONIC3D wants to be an alternative to stories like these:

"they charged me $20,000 for the site and now every time I update an image or text, I need to pay"
"I said I wanted a prototype for my app; they said they’re willing to do it for $90,000"
"I just need to fix this bug fixed and my co-founder left without notice. These offshore devs are telling me I need a complete rewrite for the app to fix it"
"If I’m going to pay that much I’d rather learn to code myself"
"They said I didn’t ask for an admin interface so they didn’t build one! I’ve never built a site in my life, aren’t they the experts?"
"We’re paying $2000 per month for that sales tool, paid upfront for a year, but nobody in the team uses it"
"We paid $60,000 to build it and another $100,000 to fix it. We should have gone with an online tool"
"The developer who built it used technology X and left, and we can’t seem to find anyone else in the market who knows that technology"
"I’ve built it with a company in Melbourne, can't seem to communicate properly with their offshore team. Since I can’t afford a local dev team I stopped the project"

I’m Iyad Horani, founder of IRONIC3D. These are stories I became all too familiar with. Let me tell you how.

I first attended Create-a-thon in 2015. Create-a-thon is a two-and-a-half  day ‘hackathon’ for non-tech women entrepreneurs who want to build a mobile app. My wife dragged me into it by the ear, while I wailed all the way through. 

‘You’re such a drama queen!’, she said, and she was right. 

The organisers wanted me to be the mentor for the event. In the next two days, I would come to admire the courage of the participants and see how the little I shared with them helped them create their dreams and in some cases, turn them into reality

Best Start-Up Award - BigInsights Data Innovation Awards

Professional, insightful and constantly able to stand back and see the strategic needs of a business. IRONIC3D ensures they deliver what is best for your business challenges, new solutions and thinking for the best outcome.

Natalie Verdon
Briometrix, Co-Founder


To be frank, I was out of touch with this whole entrepreneurial thing and I never thought of it as a movement. I was in a successful start-up. as I didn’t struggle to get through the door and I took my skills and knowledge for granted. I never saw the need to join groups or meet like-minded people!

Over the next year-and-a-half, I became all too familiar with tales of working with tech people after the honeymoon phase, or the trail of dead bodies left after the project is delivered and the relationship ends. How the actions of few are making the rest of the tech people be labelled as liars, money grabbing, opportunistic and stubborn companies who don’t give a damn about their clients.

I knew we could do better, because we’ll 

  • pitch in with our expertise on best practices
  • work with on product rollout decisions and technologies to use
  • understand that tech is not the solution to your business, it’s just a piece
  • tell it to you straight if you need a complete rewrite or simply a patch
  • be honest with you if you need to build a web app or simple subscribe to a cloud service
  • guide the project development by customer needs rather than what’s good for us 
  • find out ways to cut down running expenses for your app
  • leave you in a better place than when we started
  • not offer you ten thousand spoons when all you need is a knife

At IRONIC3D, we believe that working with a tech team should be an easy and pleasant experience. It should leave you motivated and looking forward to that next step with more confidence.

We also believe that everyone has the right to a fair go.

Almost 95% of start-ups fail. This means that roughly one out of every 20 start-ups is a success. To help address this, we’ve created the Sydney Entrepreneurship meetup to give all entrepreneurs access to free advice and actionable knowledge, with no intention to sell you anything. 


Why did you choose the name IRONIC3D?
I wanted a name that describes the type of business I’m after, offering a great experience and a satisfactory result that you wouldn’t typically expect from nerds like us. Also I’m pretty sure there was a song too...mmmm

Is all your team local?
No. Yes. No. Confused? Let me explain. We don’t have permanent developers. Instead we recruit a team for each project. Based on the skill levels required to deliver that product we recruit accordingly, some team members will be local and some will not.

Your product might need all senior developers (e.g. you’re building the next Google) or all junior developers (e.g. you’re building a website), or a mix of both. We higher seniors from companies such as TopTal and for mid and junior developers from offshore companies that work and deliver up to our standards.

So your product can be a square or a circle peg, we’ll fit.

Why on earth would you do that?
This is better explained by an example. Say you wanted to develop a mobile application for both iOS and Android. Traditionally an app development company would have either “Native” developers, or “Cross Platform” developers. So your mobile app will be developed based on who is employed on the team at that time, rather than what’s best for your app.

We’re not trying to be everything for everyone, that’s not what we’re after. We still take on certain types of products, like Mobile application, Web application and Business Intelligence and Automation. Within those types of products there's different technology solutions and choices. What we want is to deliver what’s best for you, not the other way around, which is ironic.

Isn’t tiring to keep hiring for each product?
For you no. For us surprisingly not that much. There is uncertainty at the beginning of each product development, but once the team is picked it’s pleasant experience.

How come you haven’t won any awards?
We’re usually busy helping our clients win awards 😉

Intel Visibly Smart

Big Data Awards

Woodstock Bourbon

The Smarties Australia 2015 Winners

2017 Festival of Media Global Awards

Sydney Sports Incubator brings home a winner

Clients We Have Worked With