Home Smart 100 2012 Andable (SMART 100)

Andable (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.

Andable (NSW)

This innovation initially came to life when…

I spent months speaking with independent sellers struggling to find simple and affordable online distribution channels that paid their product due respect.

These businesses had pride in their product and wanted to communicate the story of their product to buyers.

These sellers were also looking to partake in a relevant social cause that made them feel their business has a sense of purpose, and without cutting in to their already slim margins and time poor lives.

Andable was born out of desire to provide a marketplace to support independent businesses, both here and abroad.


The purpose of this innovation is to…

Provide a marketplace for independent sellers where people can buy better.

Andable aims to be the one-stop shop for products left of mass merchandise, including clothes, home wares, furniture, FMCG, and more.

When you buy, we share.

It does this by…

Matching buyers with independent sellers online.

Buyers are empowered to search by FRESH (Fairtrade, Recycled, Eco-friendly, Supports local business, Handmade) badges, which allow sellers to efficiently tell their products’ story.

When you buy, 10% goes towards a specific micro loan. Because this is a loan, it gets repaid, and we repay our sellers the 10% after three months.


This innovation improves on what came before because…

Most e-commerce platforms offer an impersonal, price-oriented marketplace. Andable offers a solution for those sellers and buyers of products that competes on dimensions other than price.

In addition, Andable is quite possibly the most cost-effective online distribution channel in Australia for independent sellers.

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

For sellers: 1) a cost-effective e-commerce solution, 2) a marketplace to tout their products’ story and 3) a social mission to partake in.

For buyers: 1) user-friendly access to unique products and 2) the additional philanthropic benefit of guilt-free buying.


In the past, this problem was solved by…

Weekend markets, which give sellers the opportunity to tell their story and buyers a chance to hear the story from the creator’s mouth.

However, weekend markets are limited in scale. With the advent of e-commerce, sellers are looking for more efficient ways to sell to a larger audience while staying true to their brand.

Its predecessors/competitors include…

In Australia, competitors include MadeIt and HardtoFind online, and weekend markets and boutique physical stores. Globally, Etsy is Andable’s primary competitor.

Andable’s model is unique globally.


It is made for…

Two different markets: a) sellers and b) buyers.

a) Sellers who consider themselves “independent”. These are people who take pride in their craft, whether it be manufactured body treatment, garments made overseas, vintage furniture, or hand-crafted toys. The core sellers are located in both rural and urban locations and have some digital presence, including a Facebook page, blog, and proprietary website.

b) Buyers of products that are a bit left of mass merchandise. This includes the conscientious consumer, the fashionista, the hipster, and the gift giver. Slightly female skewing and aged 25-44, Andable’s core audience is metro-based.


It is available for sale through…

Andable is a marketplace that matches buyers and sellers. The platform is enabled for global buying and selling; however our marketing focus for launch is Australia.

Our marketing strategy is to…

Empower sellers to drive traffic to their Andable shop through the “when you buy, we share” message. Shops can promote their individual social contribution with statistics such as number of microloans they’ve made.

This is in addition to the digital marketing efforts, including social media, digital advertising, PR and SEM campaign that Andable plans to employ.



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