STARTUP STORY
GIVING A VOICE TO THE VOICELESS
For many of us, communication is second nature. But for those living with conditions like motor neuron disease (MND), even the simplest conversation can be a challenge. Rhetorica, founded by Daniel Kahu, is changing that with a new AI-powered tool called ‘Alek’, designed to make communication faster, easier, and more natural.
Daniel, a software developer turned entrepreneur, was inspired to create Alek after his mother’s MND diagnosis. Frustrated by the limitations of existing assistive technologies, he set out to build a smarter, more intuitive solution. Alek listens in real-time, transcribes speech, and predicts user intent, learning each individual’s communication patterns to create a seamless experience.
But this isn’t just about cutting-edge technology—it’s deeply personal.
A Problem That Hit Close to Home
“This idea came from my mum. She was diagnosed with motor neuron disease (MND) about two years ago. At first, I started looking into voice-cloning technology because she was losing her voice, but I quickly realised that existing tools were clunky, outdated, and, honestly, not good enough.”
That realisation led to a much bigger question: how do people who can’t speak—due to conditions like MND—actually communicate in everyday, interpersonal situations? Whether chatting at home, catching up with a friend, or navigating a video call, existing solutions weren’t built for real-life conversations.
“My co-founder and I thought—surely we can do better.”
From an Idea to a Movement
They started experimenting. First, they ran a quick prototype, manually simulating conversations by using ChatGPT to suggest responses in real-time. Then, they tested demand with a simple landing page.
“We spent a few hundred on Google Ads just to see if people would click through—and they did. We even got signups. That’s when we knew we were onto something bigger than just a side project.”
Six months later, Alek was born, and the team has been building ever since.
The Unexpected Skills of a Startup Founder
“I’ve always wanted to start my own business. My career was pretty structured—grad role, promotions—but deep down, I wanted to build something of my own.”
As a software developer, coding came naturally. But running a startup? That meant learning everything else—marketing, sales, business strategy. “I love coding. If I could just build software all day, I’d be happy. But as a founder, you have to wear every hat. Selling doesn’t come naturally to me. As a kid, I had great ideas but couldn’t convince anyone to buy them. Now, I’m learning how to change that.”
Beyond sales, design was another challenge. “I’ve always been a backend and data guy. Now I’m Googling things like ‘What does a paywall look like in an app?’ Neither my co-founder nor I are designers—we can code, but making it look good is a whole other skill.”
“I’ve always wanted to start my own business. My career was pretty structured—grad role, promotions—but deep down, I wanted to build something of my own.”
The Game-Changer of Startup Coaching
“I knew we could build the tech, but business strategy, marketing, sales? That’s where we needed help.” At first, Daniel turned to YouTube videos, but they only got him so far. “I’d watch all these generalised videos—‘If you’re selling B2B, do this,’ or ‘If you’re selling B2C, always talk to customers.’ But our users can’t communicate in the usual ways. I can’t just hop on a Zoom call with them.”
That’s when he realised coaching might be the answer.“I knew about organisations like Startup Aotearoa, Callaghan Innovation, and Ministry of Awesome, but I didn’t think they applied to us at first. Then I thought—why not? The coaching is free, and we had gaps to fill. There was no real harm in giving it a shot.”
Daniel has met with Chris from CreativeHQ multiple times, and even while deep in product development, those sessions have been crucial. “It forces us to step back from the technical side and focus on the business. And coaching isn’t just about advice—it’s about connections. Being around other founders who’ve hit the same roadblocks is reassuring. You realise you’re not alone in this.”
Chris ONeill - Startup Aotearoa Coach
“Coaching isn’t just about advice—it’s about connections. Being around other founders who’ve hit the same roadblocks is reassuring. You realise you’re not alone in this.”
Breaking Misconceptions About AI-Powered Communication
“Most people have never met someone who relies on an app to communicate. They see Alek—our AI tool—and think it’s cool, but they don’t grasp how life-changing it is.” On the other hand, professionals like speech therapists and AAC (Augmentative and Alternative Communication) specialists understand its potential immediately. “They’ve been waiting for something like this. The difference is, no one’s successfully commercialised a solution like this before. That’s the gap we’re aiming to fill.”
What’s Next for Alek?
“Right now, we’re preparing for our next release. The tech is solid, but we need to refine the user experience and figure out the best go-to-market strategy.”
Daniel also plans to continue seeking coaching support. “Having guidance on business strategy has been crucial, and we want to make sure we’re on the right track.”
But above all, this isn’t just about building software—it’s about transforming lives. “That’s what keeps us going.”