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Kindy [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…

Hugh Podmore and Kristian saw the difficulties many of their friends with newborn kids had when trying to find childcare. With their technology backgrounds, they created Kindy, a mobile app that lets parents find, book, and pay for the best pre screened local nannies and babysitters.

2. WHAT & HOW

The purpose of this innovation is to…

…let parents find, book and pay for the best pre-screened local nannies and babysitters.

It does this by…

…providing an easy to use mobile app available on Android and iPhone, with integrated search, mobile messaging, and payments processing.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

Rather than going through a nanny or employment agency, parents can view profiles of experienced carers, see which have verified background checks, and start instant chat, all with a few taps. At the end of the night, they can pay securely with their saved credit card details. Kindy makes it effortless to get great quality childcare.

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

Kindy has created a trustworthy online space for parents to connect with the best carers, and makes it simple to find, pay and manage your carer.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Options for parents were generally word of mouth (recommended carer from a friend), online directories (with no safety or trust features), or agencies (an expensive option). We have created the experience of using a nanny agency but without the hassle, time and cost.

Its predecessors/competitors include…

Major competitors include findababysitter.com.au (owned by Fairfax media), Gumtree (classifieds site) and nanny agencies such as Dial an Angel.

5. TARGET MARKET

It is made for…

…first time mothers in their late 20s or early 30s, mainly in inner city urban areas. This demographic spends up to $3.5 billion on nannies and babysitters each year in Australia alone.

It is available for sale through…

…the Apple App Store and the Google Play store.

Our marketing strategy is to…

Initial awareness raising has been through blogger outreach and Facebook advertising. We will be developing a referral program to encourage word of mouth among mums.

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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