Deev’s company, Vita Intellect, helps organisations to promote and commercialise new products. This means he is always on the lookout for new ideas. One of his own came to him when discussing possible new products with his father: they both noted the frustration that often occurs when opening mail.

Deev wanted to be able to make the task more user-friendly.

“The simplicity is what makes it genius,” he said.

The new envelope design allows for clean and easy opening with limited risk of damaging the contents, yet costs no more than a regular envelope.

Deev’s design has built-in perforation and a slip that wraps around the corner of the envelope, making it easier to open than the traditional method of tearing from the top or the side.

The design has been well received in South Australia with support from State Government and industry advocates.

Deev met KW Wholesale Stationers at a “Meet the Buyer” event, run by the State Government’s Industry Participation Advocate. As a result, KW ordered a batch of 100,000 envelopes which will become a stock item made available to businesses and schools throughout Australia.

The product has been well-received from the big four banks and other companies that regularly send out mail to customers, Deev said.

Envelopes are part of a declining market, as evidenced by the decision by old Adelaide company ES Wigg & Son to get out of the business, but Deev said such a market still offered opportunities. If your product can capture and hold market share, it will have what is called the “last movement advantage”.

“This means the product is the last to remain in the market and is able to be utilised long-term.”

Deev said the envelope business is still large, with more than three billion envelopes sold in Australia each year.

“It is exciting because we are looking to replace a whole product category with this product.”