Home Smart 100 2012 Karma Contacts (SMART 100)

Karma Contacts (SMART 100)

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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.

Karma Contacts (NSW)

This innovation initially came to life when…

We all have a passion for giving something back to the community. We wondered if there was some way that we could combine our charity work with business. As a result the concept of Karma Contacts was born. We believe that people should be able to change the world simply through their daily purchases of everyday items like contact lenses.

WHAT & HOW

The purpose of this innovation is to…

The purpose of the innovation is to significantly contribute to eye-related charities through the marketing of contact lenses. People will be able to help leading eye-related charities simply by buying contact lenses that they normally buy.

It does this by…

When a consumer purchases contact lenses from us, automatically a percentage of this is directed towards helping leading eye-related charities. We do not do this by increasing prices to consumers, but rather by working on a leaner margin.

PURPOSE & BENEFITS

This innovation improves on what came before because…

Rather than just purchasing contact lenses, people are now making a difference with their box of contact lenses.

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

Quality-branded contact lenses combined with the joy of having made a difference in a person’s life.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

In the past these charities would fund raise by their own means. Through our business they have an extra source of income, and consumers can contribute to charities without spending any extra money. It’s a win/win situation.

Its predecessors/competitors include…

Our main competitors would be other online retailers of contact lenses, as well as optometrists.

TARGET MARKET

It is made for…

Our product is targeted at a niche market. We believe that a certain segment of the Australian population is motivated by the joy of helping others. Our product aims at helping them do this.

DISTRIBUTION STRATEGY

It is available for sale through…

We will be primarily distributing through our website, karmacontacts.com.au.

Our marketing strategy is to…

We will largely be relying on social media marketing to help get our brand into the public domain. We believe the concept has a novel feel-good element that people would possibly share virally. Our primary social media channels will include Facebook, Twitter, Instagram, Pinterest and YouTube.

 

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