Home Smart 100 2012 Buffed (SMART 100)

Buffed (SMART 100)


Show your support for this innovation. Tweet it. Like it on Facebook. Leave a comment.

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.

Buffed (QLD)

This innovation initially came to life when…

Wise Foundation at its core is focused on strengthening communities through the creation of innovative economic models. We have built multiple other social business initiatives and are always exploring potential models that will create both economic and social returns in parallel.

We, like many others, were concerned with the level of unemployment but curious as to why all the focus was on job creation. We were keen to build a model that created small business that could foster the entrepreneurial spirit that many individuals have that are currently unemployed or underemployed often for reasons outside their control.

Why not shoe shining?


The purpose of this innovation is to…

Buffed is developing a national network of shoeshine stands through a scalable and innovative social franchise system.
Buffed is an innovative social business that assists individuals in securing economic participation through business ownership.

It does this by…

Applying best practice business and franchise principles to tackle systemic social issues. We secure ideal locations, identify suitable candidates, undertake technical training and focus heavily on continuous development of our franchisees both professionally and personally.

As the franchisor we deliver a comprehensive yet simple business in a box framework upfront and drive ongoing development to build sustainable franchisees.


This innovation improves on what came before because…

There are limited opportunities throughout Australia for consumers to have shoes professionally shined. Buffed delivers the finest shoeshine through a combination of premium products, technical processes and superior service reminiscent of old world charm.

A national network will build a brand that consumers can trust and feel comfortable in knowing they are also helping someone secure their own future.

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

The obvious benefit is shiny shoes. The process we offer also conditions the leather to maintain the quality and increase the longevity of clients’ shoes.

Buffed franchisees also service handbags, briefcases and other leather accessories.


In the past, this problem was solved by…

Shoe shining has been around since leather shoes themselves and it’s an important industry in so many other countries. As it is rarely found in Australia some people do it themselves and most just not at all. This new professional shoeshine service to consumers is through a new social franchise model offering unique opportunities for franchisees.

Its predecessors/competitors include…

In the 1950s shoe shining was more commonplace but its almost nonexistent today. In most households there would be a tub of shoe polish but that does not even come close to having a professional buff.


It is made for…

Anyone that wears leather shoes! Anyone who wants to ensure those expensive boots, handbag or briefcase is well maintained so that it not only looks great but lasts longer.

Buffed is about having your shoes professionally shined but what it also delivers is an opportunity to briefly escape the daily grind. Sit down for a few minutes and unwind in a comfortable leather chair. Put your feet up, enjoy your coffee away from your desk and get to know your local Buffed shoeshine franchisee.


It is available for sale through…

The two current franchise locations are in Brisbane at Riverside Centre and BOQ Centre. We have just embarked on a national roll out strategy so we will soon be in a building near you. Check out our website.

Our marketing strategy is to…

Initially the endeavour is to articulate the Buffed social franchise model to the masses. We implement targeted communications campaigns within the buildings where we are located as well as neighbouring buildings.

We have been active across social networks and mainstream media to heighten awareness and build a loyal client membership.



You can show your support for this outstanding Australian innovation in three ways:

  1. Tweet it: Top left of each page
  2. Trigger a Reaction: Facebook ‘Like’, etc.
  3. Leave a Comment: Anonymous comments excluded.