Home Smart 100 2011 MyColourCup (SMART 100)

MyColourCup (SMART 100)

May 5, 2011

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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.

MyColourCup

This innovation initially came to life when…

…one night I called all the kids for dinner and asked them to bring the cups they were using to the table. They all walked past several cups on the kitchen counter and grabbed a new one from the cupboard. Right then I wished I had a better way to manage all the cups floating around our house. Keeping track of cups in a busy family can sometimes become unmanageable resulting in abandoned cups, spreading of illness and arguments.

WHAT & HOW

The purpose of this innovation is to…

…give the household cup a new function of being identifiable by multiple users so that the sharing of cups is more sustainable, hygienic, and manageable.

It does this by…

…having a rotating band intrinsic to the cup that, when twisted, displays one of six names in the band’s window. By selecting any cup within the set the user can easily change the name by simply twisting the cup’s rotating band.

PURPOSE & BENEFITS

This innovation improves on what came before because…

…it offers a sustainable solution to the sharing of cups. The alternative used is a disposable cup that results in a drain on environmental resources. The next logical step in the evolution of the cup would need to offer a sustainable solution to the sharing of cups.

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

…being able to eliminate arguments over whose cup is whose by claiming ownership of the cup. Provides an energy/water savings through reuse and offers better hygiene by identification.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…using disposable cups to combat the spread of germs and illnesses with an adverse effect on the environment by the use of disposable cups. Cup identification was solved by single personalisation of a cup or use of removable identification.

Its predecessors/competitors include…

…the ordinary personalised cup that can only be identified by a single person.

TARGET MARKET

It is made for…

…a family with two or more children. According to the 2006 census there were just under three million families with children in Australia. The cup also has advantages in group environments that share cups (i.e. flat mates, office workers, and daycare children).

DISTRIBUTION STRATEGY

It is available for sale through…

…an online web site with official retailer sites selling on their own site with drop shipping distribution.

Our marketing strategy is to…

…create a hands-on approach so customers can experience the benefits of this product for themselves. I have devised a meaningful marketing campaign that involves a promotional version of the MyColourCup to get a sample cup into the hands of my target market.

SUPPORTING IMAGES

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