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…
Business was started by my mum who was patches the clown 30 years ago. Her passion for parties led her to open a small party store in Sans Souci NSW. In 2007 My brother and I took over the family business so my mum and grandfather could retire. In 2011 Peter salakas was also listed as a Anthill 30 under 30 winner and has grown the business since then. Today we are the market leader for party supplies online and have 2 bricks and mortar stores with turnover of over $4m.
2. WHAT & HOW
The purpose of this innovation is to…
help people create the best party their friends have ever been to. They need access to a large variety of products so they can design and customise the party of their dreams.
It does this by…
The solution is to give customers’ access to a retail store with a large range of products. The Party People is a large format party store with the largest range of party supplies available in Australia as a convenient one stop party shop. It offers decorating services and expert advise so customers can create the party they dreamed about.
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
Customers are often forced to shop; Local supermarkets, department stores, discount stores or small party stores with insufficient range or alternatively “”online”” where size, colour and design matching is difficult. The industry is missing a category killer to solve the issue of range similar to how Office Works, Bunnings, & My Baby Warehouse. The Party People fills this gap.
Its various benefits to the customer/end-user include…
– 25,000 party supplies on range offering the largest range in-store and online in Australia.
– decorating services as well as a party organizing services for party hire, entertainers and caterers none of which are offered by major competitors.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Customers are often forced to shop; Local supermarkets, department stores or discount stores with insufficient range or alternatively “”online”” where size, colour and design matching is difficult. Small party stores also exist with insufficient range and are focused on balloon decorating services.
Its predecessors/competitors include…
There are over 200 small format party shops in Australia as the main alternative while Woolworths, Coles, Aldi, Kmart and Big W are the main alternatives. Finally online party stores also exist with sufficient range with a sub-optimal user experience.
5. TARGET MARKET
It is made for…
1. Parents – Typically mothers for kids birthdays, and seasonal events like Halloween & Easter
2. Event Managers & PAs – People who organise events such as awards nights, corporate parties, office & store decorating, ex-pat parties like 4th July etc.
That being said, we target thousands of niches as you can see by our website navigation. We have over 3million keywords on google adwords with over 100 themes resulting in very specific targeting of many users and groups. Similar targeting occurs on other mediums such as targeting engaged women for hens parties or 29 year olds for 30th birthdays.
It is available for sale through…
Web – www.ThePartyPeople.com.au
Stores – 428 Rocky Point Road Sans Souci or 73 Victoria Road Sans Souci
Email – [email protected] or via email on social channels such as facebook
Phone – 02 9529 2133
Our marketing strategy is to…
Focus on digital marketing and PR.
Digital Marketing
-First online party store in Australia in 1999
-Google’s first customer in Australia in 2003.
-Presence on search engines, social media, shopping sites & marketplaces.
PR & Influencers
-Multiple appearances in TV, radio & print media. E.g. Channel 10’s Shark Tank, Kyle & Jackie O show, Celebrity Apprentice etc.
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.
