Home SMART 100 (2013) uChair (NSW) – 2013 Anthill SMART 100

uChair (NSW) – 2013 Anthill SMART 100

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1. THE BEGINNING

This innovation came to life when…

This innovation came to life when a small team of engineers, designers and gamers meet and worked together at a cyber café to create innovative products affordable by the masses.

2. WHAT & HOW

The purpose of this innovation is to…

The product concept arises from the desire to improve the integrated experience of a computer user. Very little attention has been shown towards interrelated objects such as chairs desks and supporting accessories.

It does this by…

uChair is an international award-winning product: it’s the first chair in the world which empowers the user to express themselves through customisable design and supporting accessories which enhance their digital life. The chair is also made with premium-quality materials, it’s comfortable and affordable for the mainstream market.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

You have cheap office work chairs and expensive ergonomic chairs on the market. So we were thinking how we can design a chair that fits in the middle in terms of price point – but delivering the critical requirements of an office chair, that is being comfortable, great aesthetics and yet bringing innovative/practical features into the design.

The benefits to the customer/end-user include…

Personalisable themes.

Detachable banners – you can change it to motivational quote, your idol or a cat. Anything that suits your taste.

Armrest toys/tools — tablet holder or a soft cushy toy for you to squeeze.

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4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

This concept has never been done before. This innovation was possible because we have applied multifaceted perspectives towards objects that would have been designed in a traditional way – such as the office chair. In the past, personalising an office chair was not possible.

Its predecessors/competitors include…

Standard office chairs, ergonomic chairs that are in excess of $1,000 and gaming chairs — with speakers incorporated, but not height adjustable.

5. TARGET MARKET

This innovation is made for…

We are addressing both the Generation Y designer lifestyle market as well as the hardware gaming market which is predicted to reach 35.4 billion in 2016.

We believe it will also work well in an office environment. What better way to give employee recognition by rewarding them a banner (which attaches to the back of the chair) that says “Champion of the month”? It brings an element of fun factor into the office environment/culture.

6. DISTRIBUTION STRATEGY

It is available for sale through…

This product will be made available through our online store as well as participating resellers.

Our marketing strategy is to…

Social media and embracing design (we have a banner design competition being hosted with COFA next month).

See more information at ctzone.com.au

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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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