Home Smart 100 2012 Synaptor Observations (SMART 100)

Synaptor Observations (SMART 100)


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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.

Synaptor Observations (WA)

This innovation initially came to life when…

A large consulting client asked us to build yet another mind-numbingly boring and inadequate paper-based safety tool.

Enough is enough, we decided.

We founded Synaptor to free workers from the tedium of OHS paperwork and to enable supervisors to manage risk in real time.


The purpose of this innovation is to…

Synaptor Observations helps companies ensure the safety of their people and the environment.

It does this by…

Site workers use the Observations app to record the details of unsafe acts or conditions, including photos. The observations automatically sync to a secure database. The Maps app gives workers a live, interactive map of observations on their site, and receives automatic site-specific safety alerts. Supervisors use a web module to manage data, see trends, and communicate with workers.


This innovation improves on what came before because…

Existing systems have significant delays between observation of an unsafe act or condition, and an organisation’s ability to act. It can often take a company using a paper-based system three weeks to learn from what employees are seeing in the field.

With Synaptor Observations this is reduced to minutes or seconds.

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

Synaptor helps companies:

  • Demonstrate safety leadership to clients and regulators.
  • Get supervisors back into the field where they can make a difference.
  • Reduce their OHS paperwork burden.
  • Manage risks on work sites in real time.


In the past, this problem was solved by…

Existing observation programs typically rely on site workers filling out little pre-printed paper cards or forms. These are then collected, brought to a central office, and entered by hand into a spreadsheet.

Its predecessors/competitors include…

Competing solutions include those that require machine scanning of standardized cards (STOP, Scantron), or those that offer a standalone mobile app with no data gathering or communications (TR).


It is made for…

Our broad market is small- and medium-sized enterprises that have operations in hazardous industries.

We will initially focus on resources companies — those in mining, oil & gas, and construction.

Companies around the world face broadly similar safety compliance obligations. Our product therefore has an international market.

We expect initial adoption of our product to be greatest in areas where resource industries are booming, including Australia.

As an indication of the domestic market size, there are more than 300,000 construction companies in Australia according to the ABS.


It is available for sale through…

Free mobile apps distributed via iTunes App Store and Android Market.

Subscriptions to paid web management modules available directly from our website: www.synaptor.com.au.

Our marketing strategy is to…

Use the following channels:

  • Inbound marketing: make valuable resources available for free via the Internet to build credibility and generate referrals (work instructions, presentations, training).
  • Paid marketing: search and social network advertising, paid placement in key industry publications.
  • PR: cultivate relationships with key industry publications and pitch articles. Get listed with Anthill SMART 100.
  • Commission Marketing Agreements: others sell for commission.



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