Innovation isn’t just about new technology at the Macquarie University’s Incubator, it’s about the people and relationships behind it.
Increasingly, those relationships are familial, with parents and children teaming up to turn shared ideas into thriving businesses. For Melissa Ryan, Director of Incubation and Entrepreneurship, these partnerships bring something special to the community.
“Parent-child partnerships bring a deeply rooted trust and shared vision that becomes quite apparent in these startup teams,” Melissa says. “They blend generational perspectives, combining the experience and networks of the parent with the fresh thinking, digital fluency and youthful ambition of the child.”
(l-r) Eraga Magotti and Dr Robert Magotti from Akili Sono
The Incubator provides the structure and support to help these collaborations flourish. Founders gain access to expert mentors, flexible programs and a supportive peer network, all within an environment designed to encourage experimentation and growth.
“It’s a safe space to learn, test ideas and navigate the complexities of startup life,” Melissa explains. “We also provide guidance on managing the unique dynamics that come with working with family.”
For Macquarie students, these ventures offer something especially powerful: the chance to apply classroom learning in a real-world setting while developing confidence and leadership skills alongside a trusted mentor – their parent.
“It’s a powerful way to apply classroom knowledge in a live business setting, and it can lead to deeper engagement with their studies and career aspirations,” Melissa says.
From artificial intelligence transforming healthcare to smart toys bringing comfort to children, these family-run startups reflect the diversity and creativity at the heart of Macquarie’s innovation ecosystem.
“Entrepreneurship isn’t limited to a single demographic,” Melissa says. “It’s intergenerational, collaborative and deeply personal. Innovation can start at the kitchen table and grow into something that makes a real impact.”
Here, we meet three parent-child teams who are doing just that.
Harnessing AI to transform ultrasound
When Dr Robert Magotti, a clinician who has spent decades working in obstetrics, gynaecology and sonology, joined forces with his son Eraga, who is currently studying a Bachelor of Exercise and Sports Science at Macquarie and has a passion for technology, the result was an ambitious plan to modernise ultrasound reporting through artificial intelligence.
Their startup, Akili Sono, is developing an AI co-pilot capable of reading scans in real time, generating referral-ready reports and improving image quality, an innovation designed to save clinicians hours of administrative work and enhance patient outcomes.
Eraga says the idea was sparked after watching the long nights his parents spent drafting reports. “That disparity sparked our idea: how could we bring the same AI-assisted workflow efficiency into ultrasound?” he explains.
For Dr Magotti, the project bridges generations: “What started as a father admiring his son’s curiosity has evolved into a shared venture – a way to unite our skills, learn from each other, and work together on a problem that matters deeply to both of us.”
Developing reliable AI for such a variable imaging technique has been challenging. “Unlike CT or MRI, ultrasound is highly operator-dependent,” Eraga says. “We’re building robust systems that can handle this variability while maintaining diagnostic accuracy.”
Through the Incubator’s Startup Educate program, the pair have refined their business model and connected with mentors and investors.
“The Incubator’s guidance has been instrumental in turning our idea into a tangible, evolving venture,” Eraga says.
Their ultimate goal: a smarter, faster, more consistent ultrasound process that lets clinicians spend less time on paperwork and more time with patients.
Redefining video production with AI
For father-son team Fady and James Daher, innovation runs in the family. Their startup, SoCreative, is transforming how content gets produced. The model takes the pain out of production by combining human creativity with AI technology. Whether it’s DIY content, a film kit, or a global network of videographers and photographers, users can capture and enhance visuals anywhere, anytime. SoCreative leverages next-gen AI tools such as language translations, custom avatars and text-to-speech to deliver video and design content in just 24 to 48 hours.
(l-r) Fady and James Daher from SoCreative
For James, the idea grew from his fascination with how technology can simplify creative work.
“AI felt like the perfect bridge and a way to bring professional-quality content creation to more people, faster,” he says. Already, their platform has attracted more than 50 enterprise clients in its first year. “The biggest challenge has been balancing speed with quality,” James adds. “We innovate quickly but never at the cost of what we deliver.”
Fady, an alumnus of Macquarie Business School where he earned a Bachelor of Economics, was inspired by his son’s passion and vision.
“His energy and creativity made it impossible not to get involved,” he says. “James has a real understanding of where content is heading. That entrepreneurial courage has pushed the business forward faster than I could have imagined.”
Through Macquarie University’s Incubator, the pair have benefited from expert mentorship and a supportive founder community. “The Incubator has given us a chance to grow faster than we could have alone,” says Fady.
For both, building a business side by side has been as rewarding as it has been transformative. “We’ve had to navigate the mix of business and family, which isn’t always straightforward, but it has strengthened our relationship,” Fady says. “I’ve learned as much from him as he has from me.”
Supporting children in hospital through an AI companion
For father-daughter team Brett and Kira Goodwin, the creation of Remi – an AI-powered smart teddy bear designed to comfort hospitalised children – is deeply personal.
Brett’s own experience of spending long periods in hospital as a child inspired the idea of a companion that could talk, listen and even help clinicians understand what young patients are feeling.
(l-r) Cruxinator Founder, Kira Goodwin
“Being alone in a hospital bed at night in pain and scared of what was happening to me was always easier with a stuffed toy as a companion,” he says. “Now, with AI and technology, we’re creating a teddy bear to be that friend and confidant.”
Remi offers emotional and psychological support to children through conversational AI, while also transcribing key insights for clinicians. Kira, who is completing a double degree in Business and Psychology at Macquarie, saw an opportunity to bring her skills to the project.
“I saw its unique value not just as a clinical companion but as a source of deep psychological support for sick children,” she explains. “Remi’s ability to listen and be present when a child feels too scared or alone is a major point of difference.”
Through Macquarie University’s Incubator, the pair have refined their business strategy and connected with mentors who’ve helped accelerate their vision. “The Incubator has provided valuable connections and an incredibly motivating environment,” Kira says. Looking ahead, the Goodwins hope Remi will expand into hospitals around the world, offering comfort, care, and a little companionship when children need it most.