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.
1. THE BEGINNING
This innovation came to life when…
We had our third child and wanted to find an affordable disposable nappy that was eco. It didn’t exist! There were expensive eco nappies and cheap conventional (read plastic) nappies but nothing that was both eco and cheap.
So we started researching technology to make the most cutting edge nappy but we pushed suppliers and manufacturers worldwide on price to bring our nappies to market for the same price as normal supermarket brands. We launched in 2013.
We are two Brisbane parents who are doing it for the planet by creating a new nappy!
2. WHAT & HOW
The purpose of this innovation is to…
Offer parents the same convenience and affordability of a conventional nappy but in a truly eco product. Normal disposable nappies take more than 500 years to breakdown in landfill, but most parents use them anyway because they are convenient and cheap.
It does this by…
Combining Australian compostable technology using corn starch and other eco ingredients to provide a premium disposable nappy and packaging (world first) that will break down in a small fraction of the time, and without most of the fragrances/chemicals that normal nappies use (our nappy is five times more breathable and much less toxic on bubs skin).
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
Most supermarket brands are 70 per cent plastic, which takes so long to degrade, and also trap heat against the baby’s skin. Our nappy is much more breathable and has around 10 to 20 per cent plastic so will break down much quicker.
We are also the first nappy company in the world to package our nappies in 100 per cent compostable packaging.
Its various benefits to the customer/end-user include…
Our nappies provide guilt-free use for parents! The average baby goes through 6000 nappies before toilet training and most mums hate how bad normal nappies are. Our nappy works as well as leading normal brands but it is eco.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
There are eco nappies in the market but they are really expensive! Our nappies are $13.95 per bag, but other eco brands are around $20 to $35 per bag which is unaffordable for most families.
Most families therefore just use the leading supermarket brands for affordability and convenience. But most wish there was a better option and love when they find ours!
Its predecessors/competitors include…
Less than 1 per cent of the $500 million per annum nappy industry in Australia is eco. That means we are contributing billions of plastic nappies per year into landfill. Our goal is to capture 10 per cent of the market to influence change.
5. TARGET MARKET
It is made for…
All parents in Australia (and overseas in the next 2 years), and there are around 250,000 new babies born each year.
At present most of this market is serviced by conventional disposable nappies but our ability to tackle this market is almost unbelievable as we have no real competition, as all other eco nappies are too expensive (all are imported and not Australian owned) and aren’t really competition for us.
It is available for sale through…
We sell mostly online with monthly delivery to our customers (or they can order as they need them). We also sell through small independent retailers in each city and are exploring ways to supply to childcare centres.
Our marketing strategy is to…
We are heavily into online marketing to our databases we gathered at baby shows (18,000 on our list already). We know parents talk to each other so our goal is to wow all parents knowing they will virally share our message. The response so far is huge; parents love what we have created and are happy to share the message.
Your Turn — VOTE!
The Readers’ Choice Index was created to provide an opportunity for Anthill readers to vote on SMART 100 applications, in one of three ways:
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We’ll use your vote to create the 2014 SMART 100 Readers’ Choice Index.
FINE PRINT
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.
