Home Smart 100 2010 Unbooked (SMART 100)

Unbooked (SMART 100)


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.

This innovation initially came to life when…

Founders Sarah Taylor and Jeff Dusting realized how time consuming and unsatisfactory it was to locate, book, and pay for home, health and beauty services, and how few service providers had access to efficient low-cost online trading.


The purpose of this innovation is to…

Aggregate and sell online the available appointments in a range of personal services including beauty, home, and health.

It does this by…

Creating a central brand that aggregates time-based services for sale online.


This innovation improves on what came before because…

It creates a transparent and efficient market in industries that are currently characterised by marketing inefficiencies.

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

Access to electronic commerce for small business and sole traders, opportunity to grow market share, increase price competitiveness, and partner with others to create new products. For end users, Unbooked offers convenience, transparency, pricing, and quality information prior to purchase.


In the past, this problem was solved by…

Individuals seeking, sorting, and purchasing personal services based on difficult to access, inconsistent information.

Its predecessors/competitors include…

Predecessors include the yellow pages and TrueLocal; however, there are no national services that allow the search and online purchase of personal services.


It is made for…

The 40% of Australians who have used or purchased a personal service in home, health or beauty within the past 40 hours.


It is available for sale through…

The website: www.unbooked.us

Our marketing strategy is to…

Create awareness through brand ambassadors including Tottie Goldsmith, via SEO and online marketing, street and guerrilla campaign including Unbooked TV on YouTube.



While the judging is now officially over, you can still show your support for this innovation in one of the following three ways:

  1. Hit the VOTE UP button: Top left of each page (Not available for IE users)
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  3. Leave a Comment: Share the love!

To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.