Capability statement

An Australian digital agency that does its best work where it gets complicated.

Smashed Avo has helped established businesses get more from their websites since 2018. We started with a specific gap. Most agencies could build a simple site. Few could handle the complexity that established product businesses actually carry: large catalogues, ERP systems, wholesale pricing, and the friction between a warehouse and a website. We chose to specialise in that rather than avoid it.

Today we work across three areas: digital and AI strategy, ecommerce, and websites and digital presence. The thread through all of it is the same. We start with the business problem, build what is needed in the right order, and stay on as a long-term partner. Based in Melbourne, working with clients across Australia.

What we are good at

Complexity is where we do our best work

Large catalogues, ERP systems, real operational friction. We chose to work there.

We fix the business system, not just the website

Disconnected systems, double handling, manual workarounds. The site is part of the fix, not the whole fix.

ERP integration is a strength

MYOB Acumatica, AccountRight, Wiise, Microsoft Dynamics 365. Product data, pricing, and stock flow between systems instead of being re-keyed.

Large catalogues are normal for us

Taxonomy, filtering, and search for stores with 500 to 5,000+ products.

We connect the website to revenue

SEO, email, attribution, GA4. We measure customers, not just traffic.

The experience is part of what we deliver

Loom updates, proactive check-ins, plain-English explanations, issues raised early.

PLACEHOLDER — capability comparison table. Visual gap positioning: "typical web agency" vs "enterprise integrator" vs "Smashed Avo". Build as an interactive table once copy is locked.

What we do

Three areas, nine services. Each starts with the problem it solves.

Growth, Strategy and AI

Start with the system, then shape the strategy and AI work around it.

eCommerce

Sell online and connect your store to the systems behind it.

Website and Digital Presence

A website that reflects the business you have built, kept healthy over time.

How we work

We are strategy-led, integration-aware, and catalogue-native. Every engagement starts with discovery, not assumptions. We produce a brief or plan before any build, so you see the thinking before we act. We keep you across progress with Loom videos, written updates, and regular check-ins. We raise issues early, and we document what we build so you understand what you own.

Behind this sits our Digital Growth Blueprint: nine areas covering the market, the sales system, and retention and growth. It is how we decide what to build and in what order.

PLACEHOLDER — capacity & continuity line. Address the lean-studio capacity question for tender panels (delivery network, response times, what happens if John is unavailable). And the interactive 9-area Blueprint stepper.

Clients and projects

A selection of work across product, services, hospitality, and education.

Agricultural parts

ASP Components

WooCommerce store with wholesale bulk pricing and reordering; product pages structured for AU/NZ search. Launched 2024.

RV & caravan accessories

TRA Australia

High-converting online store for a family-owned national leader.

Hospitality

Brunetti Oro

Redesign reflecting a Melbourne icon’s premium positioning.

NDIS coaching

Crank

Modern, inclusive site communicating trust and clarity to participants and families.

MedTech education

MTI

Structured to educate, convert, and connect. Launched 2025 with ongoing optimisation.

Technology

Frozen IT

New site bringing clarity and energy to the brand.

PLACEHOLDER — quantified proof points. Chase 2–3 hard numbers (catalogue size, search-to-cart improvement, revenue/traffic lift) and one verified Google review per featured project. Add client logo wall.

Who you work with

Smashed Avo is a lean, senior-led studio. The person who scopes your work is the person who builds it. For larger engagements we draw on a trusted network of specialist developers, designers, and SEO practitioners, coordinated directly by John. You are not handed to a junior after the sale.

John Dwyer, Founder

John founded Smashed Avo in 2018 and leads strategy, client relationships, and technical direction. His background spans WooCommerce development, ERP integration, and digital strategy. He is the primary contact for new enquiries.

Credentials and contact

The details

Trading name
Smashed Avo (Smashed Avo Web Design)
Founded
2018
Address
Level 4, 479 St Kilda Road, Melbourne VIC 3004
Phone
(03) 8338 4468
Email
[email protected]
Service area
Australia-wide (Melbourne, Brisbane, Sydney)
Web
smashed-avo.com

The basics

  • Registered Australian business (ABN)
  • Public Liability insurance
  • WCAG 2.1 AA accessibility, standard on every build
To add later (not blocking, invest as revenue allows):
  • ABN number for the credentials line
  • Partner badges: Google, WooCommerce, Microsoft, Meta
  • Clutch verified profile link

When we are the right fit

We do our best work with businesses that have real complexity and want a partner who learns it. We are probably not your agency if you want the cheapest quote, you have no existing systems or operational complexity, or you want to hand over a brief and disappear.

Book a discovery call

Talk to us

Book your discovery call

Pick a time that suits you and we will have a straight conversation about where your business is at and whether we can help. No obligation, no pitch.

  • No obligation A straight chat about where your business is at. No pitch deck, no pressure to sign anything.
  • Fifteen focused minutes We keep it tight and respect your time, so you get value even from a short call.
  • Clear next steps You leave with at least one practical idea you can act on, whether or not we work together.

Your consultation will be with

John Dwyer, Smashed Avo John Dwyer Fractional Digital Strategist