Home Smart 100 2011 Washerlizer (Smart 100)

Washerlizer (Smart 100)

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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.

Washerlizer — Baby Bottle Washer, Sterilizer and Warmer

This innovation initially came to life when…

I was a time-starved mother of a newborn baby and a toddler. I was spending nearly an hour a day washing and sterilizing baby bottles. I began researching for an appliance that could meet my needs and found nothing. So, I started sketching some designs and developing the functions of my ‘Dream’ appliance. Progress was stagnated by the prospect of huge IP costs. I found some guidance and direction from the infamous Ric Richardson, who continues to advise me today.

WHAT & HOW

The purpose of this innovation is to…

The Washerlizer will save parents of newborn babies up to an hour a day. Ninety-five per cent of parents still wash bottles by hand. This product will automatically wash and sterilize baby bottles, as well as heat bottled milk, multiple bottles of milk, and food — naturally with steam.

It does this by…

…washing with a spray arm, drawing water from own water reservoir. Water is heated with internal heat plate. Sterilizing performed with steam through heating the heat plate. Warming performed naturally with steam-generated from water and the heat plate. An AutoSensor will determine the core temperature of the items being heated and heat them to a babysafe temperature.

PURPOSE & BENEFITS

This innovation improves on what came before because…

Almost all parents still wash bottles by hand. The other option is the dishwasher, and it is inconvenient to wait for the dishwasher to fill, to wash a supply of baby bottles. A newborn baby uses 6-8 bottles/day. Two newborns will use 12-16/day. Triplets will use 24-32/day. The Washerlizer will reduce this workload up to 1 hour/day per baby.

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

  • Saving up to 1 hour/day per baby;
  • All in one appliance — no other appliances are needed to manage the bottles (i.e. sterilizer, bottle warmer);
  • Has its own water reservoir, so no complicated plumbing connections;
  • User-friendly soft-touch buttons.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…washing bottles by hand, or using a dishwasher. Ninety-five per cent of Parents wash bottles by hand (preliminary research), as they did hundreds of years ago. The Washerlizer will create a new appliance category.

Its predecessors/competitors include…

No predecessors for this appliance. It would compete against other Sterilizers and Bottle Warmers in the Baby Care Market. These competitors are Philips Avent, Lindham, Tommee Tippee, Dr Brown. One of these competitors has expressed great interest.

TARGET MARKET

It is made for…

…initially, as a preliminary trial, US parents of newborn babies. There are 4 million babies born in the US/year. Rolling out over a period of 3 years to Australia, Japan, Europe, totaling a combined annual birth rate for 9 countries, of 8.55 million/year.

DISTRIBUTION STRATEGY

It is available for sale through…

…applications for US distributorships have been received. The product will be made available through distributors. An International Distribution and Marketing Agreement has been discussed with a major international brand in the baby care Market, which remains an option.

Our marketing strategy is to…

Initially appealing to the high-end market, manufacture with an already identified company that will produce low volume and select cost-effective fabrication processes. Create demand with small build. Market using social networks, Google, baby/nursing websites (e.g. Multiple Births Association, BubHub). Inventor is also the granddaughter of the inventor of electric guitar and will do some publicity regarding this.

SUPPORTING IMAGES

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