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.
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1. THE BEGINNING
This innovation initially came to life when…
I was a Telstra Business Woman of the Year Finalist when SPLAT happened! Hideous accident, blood guts and lots of gore, coma, brain surgery and shaving of the long mass of thick sun kissed brunette locks. (Not happy Jan!). As part of the first 2 yrs rehab I relearnt to walk, talk and wash AND created a board game. VOILA – Discovery Communications Inc (aka Discovery Channel) saw it, loved it and whooska. I’m the only Aussie they’ve ever licensed their brand on a game product to. That sold brilliantly, globally, in what is a pretty traditional industry. Then KAPOW!
2. WHAT & HOW
The purpose of this innovation is to…
…REVOLUTIONISE expectations of what a ‘game’ can be. (Serious bar raising)
…provide high calibre Entertainment + Lasting Learning
…provide SOLO or SOCIAL entertainment
…connect people in a memorable way
…build an easily PORTABLE product
…build a product to LAST
It does this by…
…highly researched, statistically calculated + success tested game design, including: how people like to be entertained, how many cards of each type, how to ensure solo AND social play options
…only 1 in 3 games in homes EVER get played! HorsePLAY’s unique plastic game box + matt varnished cards + premium images encourage portability + play-ability + durability.
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
…why do board game designers keep doing ‘same sh** different day’ (figuratively speaking). But still fundamentally the same? Even with Discovery’s magic images and amazing virtual MBA in New Product Development that I’d completed In Washington (2003-6) and great global game sales of my first game – it became obvious games could be more, much more, than ‘just a game’.
Its various benefits to the customer/end-user include…
…it’s a veritable coffee table book + exciting game (entertaining + lasting learning). Thus, you don’t even have to play it, to love it. It’s solo or social entertainment. It’s portable + playable + durable. It can be played by a wide range of users, starting at seven years old.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
…NO GAME EXISTS, or has EVER existed that solved the premium quality portability + playability + durability that HorsePLAY does. Look at game store shelves – flimsy cardboard boxes, low quality images, thin cards with sharp ouch corners but price tags of $60+ piled from floor to ceiling! HorsePLAY’s innovative design and quality IS the problem solver. It is REVOLUTIONARY.
Its predecessors/competitors include…
… a plastic box + insulating matt varnish on higher gsm cards with rounded corners + use premium artwork is much more expensive. HorsePLAY revolutionises the value to the customer equation. Now customers get real value for their $.
https://www.youtube.com/watch?v=0eOJI4rglaw
5. TARGET MARKET
It is made for…
…ages >7 year (albeit children need help with reading the text, but they can and do enjoy having some HorsePLAY). The games is outrageous fun for everyone. Hilarious play for every day. The name ‘HorsePLAY’ is a play on words about what horses instinctively do every day. They connect in some frivolous play with another horse. They’re hard wired to do this – for their mental health. Humans need to connect with themselves and each other more – for our global improved mental health. It is also entertaining & educating people about mysteries of life (sayings, songs, day to day things) we take for granted.
It is available for sale through…
…www.horseplaygame.com, HorsePLAY facebook & you-tube pages It is also available in various Australian retail stores. Even to note, the largest USA Wholesale Agent approached us to do business with us. HorsePLAY is the ONLY game (from their 16,000 products) that they offer retail customers. Yes! HorsePLAY REALLY IS that good!
Our marketing strategy is to…
…market social media followers: (4.5 million) FOLLOWERS (not likes) of celebrities/experts & artists in HorsePLAY. Celebrities including Russell Crowe and other Olympians partner with our 15 key ‘Influencers’ to maximise exposure/sales. Another way is through HorsePLAY fundraising; ie., Variety, SLS, Pony Club. They get $10 of each game sold. Eg: 20% of PC Aust’s 55,300 members = $110,600. YUM!.
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.
