Home Smart 100 2014 Moon Mama’s Take-Off Tote (NSW) — 2014 Smart 100

Moon Mama’s Take-Off Tote (NSW) — 2014 Smart 100

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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.

1. THE BEGINNING

This innovation came to life when…

An Aussie mum faced with the problem of breastfeeding and entertaining her baby on the go, Gemma Beriman’s resolution was to invent the Take-Off Tote, the world’s first all-in-one diaper bag, feeding pillow and play mat. The catalyst for the invention was an overseas holiday when her baby was just four months old. It was so uncomfortable trying to breastfeed on the go and there was nowhere for baby to do vital tummy time. After the family’s trip, Gemma tried to find a product that combined all the essentials for baby; it didn’t exist. So she created it!

2. WHAT & HOW

The purpose of this innovation is to…

The purpose of this innovation is to make life simpler for the modern family! The Take-Off Tote offers three essential baby items in one stylish design. It combines a bag, play mat and feeding pillow, removable for baby’s tummy time with an optional toy bar accessory.

It does this by…

It does this by offering a product with all the essentials in one. Instead of lugging around a feeding pillow, a breastfeeding mum or bottle feeding dad can use the built-in pillow in the bag. The play mat is stored in a zippered base compartment of the bag and is brilliant when used in conjunction with the removable pillow. Affix the optional toy bar!

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

It combines all the essential items into one product, simplifying life for parents who are time-poor and de-cluttering their diaper bags. Parents want to be able to get out and spend time with their babies and this product enables them to bond as a family, minus the hassle of lugging all the extra baggage around.

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

This product encourages families to get out and about, but not only that it enables mums to breastfeed or bottle feed comfortably on the go. It’s a portable storage, feeding and entertainment solution.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

In the past, this problem was solved by buying lots of separate products. Parents have always been forced to lug around lots of separate items — a bulky feeding pillow, diaper bag, handbag, play mat, tummy time pillow, the list goes on! The Take-Off Tote is the solution as it combines all the essentials into one stylish bag.

Its predecessors/competitors include…

The big names include Skip Hop, Oioi, Petunia Pickle Bottom and more. The only bag to offer a pillow is the US-based Warm Milk Baby Hobo. No bag offers a pillow and play mat for tummy time functionality.

moonmama

5. TARGET MARKET

It is made for…

Parents or travellers, as the Take-Off Tote is such a diverse product it could also be marketed towards the travel industry, as an all-in-one carry-on bag, head pillow and blanket/mat. It’s a non-seasonal product, equating to high demand. With 4.3 births per second globally and 120,000+ first-time mums annually in Australia alone, this is a scalable opportunity. Using the $4.3B Australian market as a stepping-stone we plan to take on the world! The US, China and Europe are markets ripe for expansion. We have an Australian Innovation Patent already in place before launching overseas.

It is available for sale through…

The product is currently available for pre-sale via www.moonmama.com.au. Initially we plan to sell direct via our website and then introduce the bag to wholesale stores and eventually we have the margin to offer it to distributors.

Our marketing strategy is to…

We have been selected to pitch our product at the National Incubate Demo Day, sponsored by Google Ventures, on April 11, 2014. Here we are planning to network with key business people to help spread the word. We also plan to use online marketing methods, such as Facebook and Google AdWords.

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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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