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…
After a breast cancer diagnosis and mastectomy in 2002, I needed a prosthetic breast. The only ones on the market then were hot, heavy and badly designed. I am an artist and began to try to make my very own breast form. After several false starts, my current partner and I came up with a novel solution. We took a cast of my chest wall (to get the correct internal contour to fit MY chest) then took a cast of my existing breast. We married the two and I now had a unique breast form. We have moved forward!
2. WHAT & HOW
The purpose of this innovation is to…
…to try to give women back the quality of life and confidence they experienced before breast cancer.
It does this by…
…giving women a light-weight, custom-fitted breast form (prosthetic) that mirrors their current breast and gives them confidence to wear lovely lingerie, swimwear and fitted clothes, not loose sacks to hide themselves in!
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
The other breast forms currently on the market are at least twice as heavy as our breast forms and are a ‘generic’ fit. That means there is often a GAPE between the chest wall and the breast form when the woman leans forward and the current breast forms do not mirror the existing breast.
Its various benefits to the customer/end-user include…
Light-weight, comfortable, waterproof (some ladies do NOT go swimming ever, after a mastectomy). The biggest benefit is that the Perfect Again breast form is customised to the woman’s post-operative chest landscape so is a perfect fit.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Nothing available to date on the market.
Its predecessors/competitors include…
…generic breast forms that are manufactured overseas. They are not customised to the client’s particular needs. They are ‘off-the-shelf’ prosthetics.
5. TARGET MARKET
It is made for…
…any woman (of any age) who has had a mastectomy, a double mastectomy or a lumpectomy after breast cancer. We can also fit sufferers of Poland Syndrome.
It is available for sale through…
…website, word of mouth, advertising and clients coming to the Breast Studio in Portarlington, Victoria. We are a very young company and have not started selling through the shops yet.
Our marketing strategy is to…
…make all breast nurses and breast surgeons aware of our product. Sell through retail outlets and speak to as many breast cancer support groups as possible. The web site will drive sales as will word of mouth. We are trying to partner with Breast Cancer Network Australia and use e-newsletters and brochures to market our product.
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.
