Home SMART 100 2015 SKINNY KITCHEN

SKINNY KITCHEN [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…

I started test marketing to see if there was a demand for disruption in the health and fitness industry. I started on Instagram and within 6 months my audience grew to a whopping 100 000. I knew people were hungry for what I had to offer.

2. WHAT & HOW

The purpose of this innovation is to…

…disrupt old associations of healthy being boring and bland. And to shed light to the fact that healthy is abundant, creative and delicious with Skinny Kitchen.

It does this by…

… stocking our online store with a wide selection of health and sports foods that are high in demand which bring fun and creativity to any dish. We have built a community for 400 000 people who create and share their recipes within our social networks to inspire and influence this disruption of the old mentality daily.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

In Australia we have gym supplement stores and boring health food stores. With health and fitness being in its growth stage and the individuals behind this movement are gen y, we have taken out 3 years of market result and created a store for them which combines health foods and sports supplements as these industries now go hand in hand.

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

Being a one stop shop for recipes and health articles. We also have all your health foods and sports supplements delivered next day. 

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Shopping at 3 different health food stores and s sport supplement store to get all your groceries. Being healthy felt like a chore. We help simplify life by having it all in one place, and you can do this on the couch on a commercial break. Including fine recipes and learn to use your ingredients.

Its predecessors/competitors include…

There is no one in Australia that is doing this at the moment.

5. TARGET MARKET

It is made for…

18 – 34 both male and females who take care and invest in their health. Gym goers, students, dinks (double income no kids). 

It is available for sale through…

using our social media as a resource for healthy food inspiration, and click through to our responsive website and shop from your mobile.

Domain names: SkinnyKitchen.com.au

Social domains: Facebook; Twitter; Instagram

Our marketing strategy is to…

Go where our customers spend a lot of time (social media) and practice recency and frequency to always stay on the forefront of their minds, inspire their to create their favourite recipes in a healthified way, and provide theme the resources all in one sitting.

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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