Home SMART 100 2016 Umbrella Anchor

Umbrella Anchor [SMART 100, 2016]

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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…

Years ago (too many) I was chatting with an old girl friend in Perth, WA. She mentioned the sad case of a toddler killed on the beach that week by the spike of a cartwheeling Beach Umbrella and asked why didn’t someone “do something to prevent this sort of tragedy”. I did a bit of research and found a couple of devices which sort of worked and let it go. But it nagged and I eventually drew up what I thought was a better way.

The purpose of this innovation is to…

Provide a reliable anchor for a standard Beach Umbrella while not adding to the paraphernalia one has to carry to the beach — particularly for a mother with young children.

It does this by…

The item is basically a capacious beach bag with two insulated compartments for drinks/babies’ bottle. On arrival at the beach, the main compartment is emptied of goods and chattels, the shaft of the umbrella is inserted through the appropriated slots and attached to the bag, the bag is filled with sand.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

Everyone uses some sort of beach bag, so there is no “extra” item to carry. When filled with sand, the weight is around 30Kg, the umbrella goes nowhere but can be adjusted as usual for the travel of the sun.

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

In addition to the main carry compartment there is an insulated compartment on either sid of the bag providing cooling facility for drinks/food/babies’ needs. The top of the filled bag can double as a small table.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

There have been various types of anchor (hooks, screws – usually reasonably heavy) to attach to the umbrella.Disadvantages: (a) extra item to carry (b) the umbrella is difficult to adjust without pulling out the anchor and resetting. There have also been relatively small sand bags which attached using cord to the spokes of the umbrella with similar disadvantages.

Its predecessors/competitors include…

As covered above (a) Hook dug into sand with attachment system (b) Large screw, screwed into sand similar attachment system. Relatively small bag filled with sand and attached to umbrellas spokes.

5. TARGET MARKET

It is made for…

Anyone concious of the need for protection from the sun, particularly mothers with young children. While the beach umbrella is still the simplest way to obtain shade and adjust for the sun’s movement, virtually all beach controlling authorities require satisfactory restraint. This device (and I have a name but I’d prefer to keep that confidential until I can protect it somehow.

It is available for sale through…

Amazon — US, UK, EU, Aust.

Our marketing strategy is to…

Obtain reviews through discounted supply

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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