AC:Incubate Spotlight: Salar Enjedani, Founder and CEO of Innorobix Automation

When Kitchener-based Innorobix Automation joined the AC:Incubate program in 2022, the company was already making an impact in advanced manufacturing by helping clients unlock the full value of their production data. Innorobix develops specialized tools that seamlessly connect machines and enterprise systems on the factory floor, enabling manufacturers to increase efficiency, improve decision-making, and accelerate their transition toward Industry 4.0.

Over the past two years, with the support of AC mentors, founder and CEO Salar Enjedani has sharpened the company’s sales strategy, strengthened customer relationships, and expanded its international presence. As Innorobix graduates from the program, the company is entering its next chapter of growth.

Refining the Sales Strategy for Global Growth

One of the most significant advancements in Innorobix’s approach has been the adoption of a managed technical sales process. Previously, the company provided potential clients with software modules to test independently. While functional, this approach did not deliver the level of interaction or insight required for a successful pilot.

“We’ve moved toward a more proactive, consultative approach,” says Enjedani. “By engaging directly with clients during the pilot stage, we gain a deeper understanding of their technical ecosystem. This allows us to align our solutions with their specific requirements and ensure that the outcomes are not only successful, but sustainable.”

This refined model has resulted in more engaged pilots, smoother integrations, and higher overall success rates. Importantly, it also enables Innorobix to quickly assess when a solution may not be the right fit, providing clarity and transparency for both sides.

In addition, Innorobix has transitioned from a one-time perpetual license to an annual subscription model for selected modules.

“This approach ensures ongoing engagement with our clients,” Enjedani explains. “It allows us to adapt to their evolving requirements, provide continuous support, and deliver long-term value.”

Navigating Market Uncertainty with Strategic Expansion

Like many Canadian exporters, Innorobix has had to navigate shifting economic conditions, including tariff-related challenges in the U.S. market. With a significant portion of its customer base located in the United States, the company recognized the importance of diversification.

“Our clients are managing tighter budgets due to increased supply chain costs, creating a more complex sales environment,” Enjedani notes. “At the same time, our solutions are highly specialized with limited direct competition, which positions us well to continue building long-term relationships.”

To strengthen resilience, Innorobix has expanded into new international markets. “We’ve established strategic partnerships in South America and Europe, enabling us to tap into established ecosystems and broaden our global reach,” Enjedani says. “This diversification is already creating exciting new opportunities.”

Delivering Innovative Solutions at the Right Time

In addition to market expansion, Innorobix continues to develop new products based on direct customer feedback. One recent initiative is a solution designed to transform ticketing and issue management on the factory floor.

The system centralizes the process of logging maintenance requests, assigning tasks, and monitoring progress. By digitizing what was often a fragmented or manual workflow, Innorobix helps clients reduce downtime, increase accountability, and gain valuable insights into recurring operational challenges.

“We are preparing to pilot the solution with a client in the coming months,” Enjedani shares. “Their feedback will guide the next phase of refinement, ensuring the product delivers measurable impact where it matters most.”

Looking Ahead

As Innorobix Automation enters its next stage of growth, the company is focused on scaling its solutions globally while continuing to innovate for the manufacturing sector.

“Our mission is to help manufacturers bridge the gap between legacy equipment and modern digital infrastructure,” says Enjedani. “As the industry accelerates toward Industry 4.0, we are positioning Innorobix as a trusted partner for manufacturers worldwide who want to increase efficiency, enhance visibility, and future-proof their operations.”

Enjedani’s advice to fellow founders is to focus on customers’ pain points instead of just the technology they’re building.

“For founders starting their journey, the fastest way to create traction is to align deeply with real client needs and deliver measurable impact. When you build with that mindset, your solutions will be stronger, your customer relationships more meaningful, and new opportunities will come naturally.”