The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.
This innovation initially came to life when…
I moved to Sydney and noticed there are a lot of great time-based deals being offered by businesses all around the place, e.g. ‘Two-for-One cocktails between 6 – 8pm’. At the same time I had just bought an iPhone and quickly realised that the iPhone provided a great way to effectively create a really efficient and effective marketplace for this type of deal information due to its web connection and GPS technology. Having also worked for Wotif.com and seeing the power of their marketplace I was made even more aware of the opportunity.
WHAT & HOW
The purpose of this innovation is to…
…help consumers find out great deal information based around their current location and in doing so save them a lot of money. It is also to provide a highly targeted and effective advertising platform to everyday businesses.
It does this by…
…providing a web and mobile platform where consumers can go to find information and where businesses can create this deal information. For consumers our focus is providing them with a powerful iPhone app to view this information and for advertisers we have built a really simple web application to create and manage their deals.
PURPOSE & BENEFITS
This innovation improves on what came before because…
…previous methods of getting out deal information were things like coupons where an advertiser had to pay expensive printing and distribution costs, have little control over when the coupon could be redeemed and relied on the consumers to remember to redeem the deal. With BooYarr advertisers can target consumers when they are about to purchase and at no cost.
Its various benefits to the customer/end-user include…
For the consumer the benefits are being able to find out about great deals around them, saving them money. For advertisers it’s the most targeted marketing they can do, targeting consumers in their area, looking to purchase, right now.
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Posting deal information in the venue, getting people handing out flyers, using shopper dockets and other voucher-based systems. All these methods try to get customers through the door but none are as effective and efficient as what BooYarr is and most cannot target consumers at a specific time.
Its predecessors/competitors include…
We really don’t have anyone specific in mind.
TARGET MARKET
It is made for…
Your everyday person who is looking to find a good deal. iPhone users are our first main target but we also have a web app for non-iPhone users. For the advertising side we are starting out focusing on the food and drink industry as we think we can be really effective in this industry.
DISTRIBUTION STRATEGY
It is available for sale through…
iPhone app store and directly through the website.
Our marketing strategy is to…
Focus on building up great deal content and spreading through word of mouth. We will also be using a lot of social media to further promote the service.
SUPPORTING IMAGES AND/OR VIDEO
SHOW YOUR SUPPORT FOR THIS INNOVATION
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To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.
