^[1]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 ^[2].

This innovation initially came to life when…

Emily found herself limping home barefoot after a rather fancy wedding and had found herself in this rather unladylike position a few times in the past, and decided to take action giving ladies the opportunity to get home with (most) of their dignity intact for under $20. The Tipsy Toes concept was researched and product developed between January and June 2009; it was then the business name was registered after some serious “sole searching” for the right name…

WHAT & HOW

The purpose of this innovation is to…

Tipsy Toes are lightweight, flexible fold-up ballet flats that will transform you from staggering mess to glamorous gazelle. Stairs, tram tracks, and late-night across-town hikes are now a breeze thanks to Tipsy Toes.

It does this by…

Providing lightweight and flexible shoes made from premium materials that are light and small enough to fit into a pocket or small handbag and are durable enough to be worn numerous times.

PURPOSE & BENEFITS

This innovation improves on what came before because…

Our materials and insight into the world of women and fashion. Tipsy Toes use premium materials and have very strict QA guidelines. Our theory is we don’t sell it unless we would wear it. Our understanding of product development and marketing to women has been our greatest strength.

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

Tipsy Toes provide relief for sore and aching feet. We get you home or keep you on the dance floor that little bit longer with your dignity intact.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Previously there has been no purpose-made solution. Women would carry “havaianas” thongs in their bags and, according to our market research, even leave their flat shoes in bushes to collect on the way home! Crazy!

Its predecessors/competitors include…

Since launching Tipsy Toes several competitors have popped up. Our “major” competitor is a brand named FlexiFlats. They offer a similar (but not identical) product.

TARGET MARKET

It is made for…

Women aged between 18-45 who wear heels or uncomfortable shoes out to functions/events, or even to work! Tipsy Toes also make airport transiting a breeze as they do not have to be removed at security scanners. Tipsy Toes were the official merchandise item at the VRC Melbourne Cup Carnival in 2009 and have been snapped up by various brands and used as promotional products for corporate events. Tipsy Toes have been featured in various womens magazines ranging from Cleo to Marie Claire which demonstrates its versatility to adapt to many market segments.

DISTRIBUTION STRATEGY

It is available for sale through…

Tipsy Toes are available online and through selected stockists. We are also working on a distribution deal that will see Tipsy Toes available nationally.

Our marketing strategy is to…

Our goal is to continue to grow the Tipsy Toes brand and awareness through PR and joint promotions. We actively source women’s charity events and use social media and blogging as a strategy. Our main goal is to find and secure a suitable distribution deal to allow us to bulk-ship Tipsy Toes all around Australia and hopefully the world!

SUPPORTING IMAGES AND/OR VIDEO

SHOW YOUR SUPPORT FOR THIS INNOVATION

While the judging is now officially over, you can still show your support for this innovation in one of the following three ways:

1. Hit the VOTE UP button: Top left of each page (Not available for IE users)
2. Trigger a Reaction: Re-Tweet, Like on Facebook, etc.
3. Leave a Comment: Share the love!

To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here ^[7].