Home SMART 100 (2013) Easoto (WA) – 2013 Anthill SMART 100

Easoto (WA) – 2013 Anthill SMART 100


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This innovation came to life when…

I was dashing along in my flats to work in the CBD lugging two bags. My handbag on one arm. My heels, lunch, water bottle and iPad in a tote on the other. Looking around many other women were doing the same. Surely there had to be a stylish practical handbag to carry everything? No, there wasn’t, so I created one!


The purpose of this innovation is to…

Create one stylish, practical tote that stores heels separate to general handbag content. Redesign the area where the handbag content is stored to cater for what women use and want.

It does this by…

Utilising a zippered area with a removable polypropylene box to keep heels separate from lunches and handbag contents. Many internal and external pockets to store and easily locate items.


This innovation improves on what came before because…

The alternative is two bags. One, a stylish handbag. The other, a plastic shopping bag or tote — not stylish and not compartmentalised to keep the shoes away from other contents. Ask any woman how often they have bought a handbag that has enough ‘right-sized’ pockets. The answer is never or rarely.

The benefits to the customer/end-user include…

More professional and stylish appearance, better organised, and better health and safety due to wearing heels for a shorter time.



In the past, this problem was solved by…

I don’t know that there has been a predecessor! I haven’t been able to find an example.


This innovation is made for…

My target market is women public transport commuters aged 25 upwards. Market research has shown that between 40 and 60% of women in my target market on public transport carry two bags.


It is available for sale through…

Online only at this stage.

Our marketing strategy is to…

Email all contacts including people/businesses/services I have supported over the years, develop a Facebook page, press releases, customer referrals initially. Our growth marketing strategy is in development.


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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.