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 heard people out and about saying they wanted to wear their doona, plus a friend of mine with Cystic Fibrosis had always wanted to create a doona suit as he spent lots of time at home on the couch. I was also very jealous of young children and their comfy clothing. My sister -in-law made me a prototype and the suit was born.
WHAT & HOW
The purpose of this innovation is to…
People wanted to be able to wear their doona to remain warm and have the comfort a doona creates. I solved the warmth/comfort problem for people who wanted to really relax on the couch, but also be mobile.
It does this by…
PURPOSE & BENEFITS
This innovation improves on what came before because…
It takes the traditional doona/duvet and makes it mobile, with a few additional benefit like pockets and the ability to regulate the temperature by only wearing the jacket or pants. It is also an alternative to a pair of tracksuit pants and a jumper, or a blanket. It is soft and warm like a doona, but mobile.
Its various benefits to the customer/end-user include…
They can wear it on the couch, to bed, outside. It has pockets so you can get out and about, or simply get out of bed and put it on to relocate to the couch. Great for breastfeeding mums.
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Taking the doona off the bed and then dragging it around the house to go to the kitchen, bathroom, outside and having it falling off — therefore getting cold and dirtying your doona. Or people can wear normal clothing, but it usually is a bit rough and has coatings that aren’t as soft.
Its predecessors/competitors include…
Doonas/duvets, blankets, ski gear, tracksuit pants and jumpers.
TARGET MARKET
It is made for…
DISTRIBUTION STRATEGY
It is available for sale through…
Also looking to get into retailers in 2011.
Our marketing strategy is to…
Mass marketing through TV and radio ads, editorial, PR, and social media.
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.
