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innie [SMART 100, 2015]

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This 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.

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1. THE BEGINNING

This innovation initially came to life when…

I became fed up of my shoelaces always coming undone or uncomfortably stuffing them in my shoes so they would appear ‘bowless’. After walking into a few shoe stores and asking the assistance how they recommend customers wear sneakers with a bowless look, they could only offer the same advice as I was already doing.

2. WHAT & HOW

The purpose of this innovation is to…

…improve the style and comfort of laced shoes. Simple.

It does this by…

…locking the lace tension from inside the shoe, allowing any excess lace to be cut away. The shoelace tension can be adjusted for a fitting shoe or left so the shoe becomes a slip on.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

No other product has come before this, just crappy alternative ways tie off your laces inside your shoe (a knot, bow, under insole, etc.)

Its various benefits to the customer/end-user include…

It makes sneakers stylish with no bows, comfortable with no excess lace and safe with no laces coming undone.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

  • tying a knot and either cutting lace or leave inside shoe
  • tying a standard bow and tuck behind the tongue
  • stuffing inside the shoe loosely or tuck under the insole

Its predecessors/competitors include…

We have only one direct competitor, Lace Anchors.

5. TARGET MARKET

It is made for…

…primarily youth 14-23 when they start becoming fashion conscience. They’re influenced by friends and active in recreational activities.

Other markets it attracts are young children and the elderly from a safety aspect, where laces won’t come loose and cause them to trip.

It is available for sale through…

…our website innie.co, national retailer City Beach, a dozen European online stores and 200 stores in Spain/Portugal.

Our marketing strategy is to…

…target youth at the ground level and social media. Since it’s a new product, it needs to be shown and demonstrated at events such as action sport events, music festivals, etc. Then social media will back these up, run competitions and make the brand ‘cool’.

FINE PRINT: This 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.

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