Home SMART 100 2015 Punters.com.au

Punters.com.au [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…

Ever noticed how much data there is in a racing form guide? It’s pretty overwhelming. Unless you’re a pro or have a lot of spare time (who does), doing an advanced racing form with lots of data is hard. Really hard.

Hence, we developed a tool that visualised horse-racing data and predicted the race outcome. The tool allows a punter to adjust the form factors they think are most applicable (jockey, prize money, track conditions, etc.), and the Predictor will use these factors to produce the predicted outcome of the race using a fancy algorithm.

2. WHAT & HOW

The purpose of this innovation is to…

…help horse-racing punters to make sense of all the various racing data in an easy-to-digest way, with a great user interface.

It does this by…

Every punter has a strategy based on some data, e.g. “only back a horse that runs well in the wet on a wet track”. Our tool allows the user to select data inputs that are important to them, and then we tell them the most likely winner based on the form data.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

The alternative is pretty old-school: the newspaper form guide. Online form guides are abundant of course, but they’re really just a web version of the newspaper. We produced the first interactive form guide that takes mountains of data to predict a race — but using the inputs that the punter feels is most important.

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

It reduces time and helps remove the bias from form selection that humans are simply pre-programmed to do. People are simply not as good with huge amounts of data as computers.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

People tried to do the best with the data they had. As a result, a whole industry of ‘professional tipsters’ has flourished. There is no shortage of people giving tips, but a massive shortage of transparency and accountability. If you didn’t trust your own abilities, you bought tips from someone else. The Predictor gives power back to the punter.

Its predecessors/competitors include…

Newspaper form guide. SMS tipping services. TV commentators. Taxi drivers. You name it, people would take a tip from anywhere because real-form analysis was too hard.

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5. TARGET MARKET

It is made for…

…people that punt on horse racing. Thoroughbred wagering in Australia was a $15.6 billion industry in 2014.

It is available for sale through…

It’s a free service bundled with all the services from Punters.com.au. Available via iPhone, iPad, the web and the Apple Watch (limited form).

Our marketing strategy is to…

We are rolling this feature out to our user base. In a short time, it has become the number one form tool used on our website. That’s right, the most popular feature for doing horse racing forms from of our seven form tools.

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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