Home Smart 100 2011 Creately (SMART 100)

Creately (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.


This innovation initially came to life when…

…the three of us where completing our postgraduate studies at The University of Melbourne. We started to work out what could be done to make it easier for people to create diagrams that wouldn’t just be pictures but could represent the real world. We entered the Melbourne University Entrepreneur Challenge (MUEC) and with our business plan and pitching won second prize. After the win we quickly started our development centre in Sri Lanka and filed the international patent in Australia. We then started getting ready for the launch which happened in San Diego, CA at Demofall08 and Techcrunch50.


The purpose of this innovation is to…

…allow individuals, teams and businesses to effectively collaborate and work on diagrams. These can range from software diagrams to business diagrams to simple flowcharts. It helps to reduce errors in diagrams and the time spent working and reworking on them.

It does this by…

…utilising a unique technology called Knowledge Objects (KObjects). This allows the properties, behaviours and components of objects to be captured and then re-used in a users diagram. Creately has a canvas that allows the user to place the objects and then link them together in a manner that represents the problem or solution they are modelling.


This innovation improves on what came before because…

…it is located within the Internet cloud. This means that files no longer need to be emailed and all revisions to a diagram are saved and can be reloaded later. The KObjects recognise what is being diagrammed and can provide assistance to the user. There’s also the ability for users to publish and collaborate on their diagrams within the service.

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

…secure cloud-based storage, faster reviews and constantly up-to-date published diagrams. They also no longer just have a static image but with KObjects there is a diagram that can really represent the real world.


In the past, this problem was solved by…

…the user adapting some other piece of software on their desktop to draw a rudimentary diagram. Collaboration was often achieved by emailing a file to another user and then receiving it back — controlling the changes was hard. Or at the very basic level by using paper and pencil to draw your plan.

Its predecessors/competitors include…

…some online and some offline programs. The offline programs include things like Microsoft Visio, Microsoft Word or PowerPoint (for very basic diagrams), Smartdraw and Omnigraffle. The online programs include Gliffy.com, lucidchart.com, cacoo.com and lovelycharts.com.


It is made for…

…the individual professional and the collaborative team. Creately is targeted at the professional diagrammers who need access to their diagrams from any location and who need to share the diagrams with clients. Creately also serves the business/project collaborative team; through its easy sharing and publishing features, teams can document their project or organisation quickly. The current software diagramming/modelling market is worth about $5B USD with over 118 million users worldwide.


It is available for sale through…

the creately.com web site. We offer Creately Online, Creately for Google Apps, Creately Desktop, Creately Plugin for Fogbugz. Each of these is sold completely online through the website with payments via credit card or Paypal.

Our marketing strategy is to…

…offer our users a free public-only version of Creately online and then through value creation upsell them to a premium Creately plan. We provide value by providing educational emails, web pages and blog posts; we also provide value by offering reusable templates. We attract users through social media, external blogs and SEO.



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