magic impact.ai — Business. Process. Technology. Results.

About us

Built to turn business improvement into measurable impact.

Magic Impact brings business thinking and technology delivery together, so good ideas do not stall between a strategy document and a working solution.

Why we built Magic Impact

Businesses need more than advice—and more than software.

We built Magic Impact because too many worthwhile improvements fall into the gap between business advice and technology delivery. A consultant may identify the opportunity. A developer may build what they are asked to build. But the business is often left to connect the two—and to operate the result.

Magic Impact takes responsibility from discovery through design, rapid development, running the solution and continuous improvement. We begin with the way your business works, then use the right mix of process change, software, automation and AI to create practical, measurable outcomes.

Our founders

Business experience meets practical technology delivery.

Magic Impact is founder-led. Dov and Neville bring complementary experience across finance, operations, business building, outsourcing and technology-enabled improvement.

Dov Herdan, Founder and Chief Magician at Magic Impact

Dov Herdan

Founder & Chief Magician

Dov brings almost four decades of board-level experience across finance, technology and business development. He has worked as a CEO, COO and CFO, built businesses from start-up through growth and listing, and held executive and non-executive board roles.

At Magic Impact, he focuses on commercial outcomes, operating models and turning complex business problems into clear, investable improvement plans.

He has an MBA, qualifications in Australian Tax, Corporations & Securities Law, as well as degrees in Engineering and Computer Science, all completed with distinction.

Dov lives in Sydney with his wife, 2 sons and a beagle. When not building companies, Dov is hooked on aviation and flies #4 in the Freedom Formation Display Team. He also tries to find time for golf.

Neville Samuels, Founder and Chief Rainmaker at Magic Impact

Neville Samuels

Founder and Solution Sorcerer

Neville is a Chartered Accountant with financial, operational, eCommerce and business management experience.

As the founder of VirtualStaff365, he has spent years helping Australian businesses improve how work is organised and delivered across distributed teams.

At Magic Impact, he brings a practical operator's perspective to workflow, automation and scalable service delivery.

Neville lives with his wife, two children and his adored dogs Otto and Stevie.

When not in the office, Neville is striggling to get his golf handicap under 28, and takes every opportunity to hit the snowboarding slopes

Wouter van Heerden, Keeper of the Spellbook at Magic Impact

Wouter van Heerden

Keeper of the Spellbook

With over 15 years of experience in HR and operations management, Wouter came to Australia from South Africa in September 2021 and serves as Head of HR and Operations for Magic Impact. He and his team look after the strategic operational management and provide support to staff and clients.

Wouter is married with two young children. He loves being active, spending time outdoors, and is a massive sports fan.

The team behind us

The right specialists for each engagement.

Our founders lead every engagement and draw on a broader network of experienced specialists. The team is shaped around the problem, rather than forcing every business into the same model.

Process improvement

Application development

Automation and integration

Applied AI

Security and infrastructure

Ongoing support

Start with the business problem.

A free discovery session lets us understand what is getting in the way and whether Magic Impact is the right partner to help.

Book a free discovery session