Venture: developing TM Checker tool

TM Checker has successfully demonstrated both. It has proven that the public sector can adopt a ventures mindset while delivering a product that significantly helps small businesses engage with the trade mark system, making it a standout example of innovation in public service.

Why did we do it?

In the early stages of a start up's journey, intellectual property knowledge and engagement with the system is often minimal or non-existent. Many small and medium enterprises (SMEs) either lack awareness of the importance of IP or do not feel confident in navigating the trademark process. As a result, the percentage of businesses with registered trademarks remains low, leaving many at risk of brand confusion, costly rebranding, or legal challenges down the line.

TM Checker was designed to bridge this gap by embedding trademark available check directly into platforms and services that SMEs already use, such as business registration and domain name services. By meeting businesses at the right moment, we aim to increase engagement, confidence, and ultimately, the number of businesses protecting their brand from the start.

What did we do?

We adopted a partnerships-driven approach, collaborating with key platforms and services that SMEs engage with early in their business journey. By embedding a free trademark check into early stage touchpoints for SMEs we ensured SMEs could access trademark protection at the right moment.

Taking a product-led approach, we started with a minimal viable product (MVP) and gradually expanded its capabilities. This allowed us to deliver a tool that not only offered essential features like free trademark availability checks but also provided educational content throughout the process. This empowered SMEs to better understand the value of protecting their brand and navigate the trademark system with greater confidence.

What did we learn?

We discovered excitingly that users of the tool were engaging with the free check more than anticipated, with many conducting multiple checks—an average of two per user during the alpha and beta stages of the product. This highlighted that users value the ability to explore different trademark options, and it reflects a growing interest in actively considering IP protection early on.

Two key personas emerged:

• First-time filers, who were engaging with the trademark system for the first time.
• Early-stage checkers, who used the tool to gain confidence in their decisions before moving forward with a potential application.

We also learned a great deal from our partners and the embedded functions about what worked well and what didn’t. The AI-powered trademark name check provided a helpful first filter, but we noted the need for improvements in accuracy, especially in relation to class-specific results. This led us to refine the semantic search functionality to improve the user experience.

The importance of having clear and compelling calls to action was also evident. Understanding when and how to prompt users within the platform was key to driving engagement, while insights into where users dropped off helped us identify points of friction in the user journey. The feedback from our early testing with partners was critical to refine the elements and ensure the product fully meet our user needs.

Ultimately, TM Checker was a testament to the value of iterative testing and learning.

What happened?

Our TM Checker Venture was not just about building a tool—it was a strategic experiment to see if a public service department could adopt a “ventures” approach to product delivery. We sought to apply the fast-paced, iterative methodology often seen in the private sector to deliver outcomes for Australians. It worked.

From a delivery perspective, we launched a product that filled a significant gap. TM Checker provided a useful, accessible tool that helped businesses make informed decisions about whether to register a trade mark. During the alpha and beta stages of the product, through partnerships with 16 live partners, we increased SME touchpoints and raised awareness about the importance of IP in the early stages of a business’s journey.

In terms of impact, the results from our alpha spoke for themselves:

• 7.8k visits to the tool
• An 86% customer satisfaction rate
• Delivery of 42 educational pieces on IP
• Contribution to 55 newsletters and social media posts
• 88 applications for new users of the IP system

These efforts helped expand engagement across the IP ecosystem, especially for early-stage businesses. By embedding our services into third-party platforms, we made it easier for SMEs to interact with the IP system, bringing trademark decisions into the spotlight in a way that hadn’t been done before.

As of September 2024, TM Checker averages 660 daily views and 140 weekly applications, signalling increasing engagement from Australian small businesses. With over 193,000 views and 153,000 checks over the 2023/24 FY year, TM Checker is driving real change in how businesses protect their brands.

In the second half of 2024, TM Checker will be integrated into IP Australia's website to streamline customer access and improve the user experience.

With a dedicated team now in place within IP Australia to manage ongoing builds and enhancements, TM Checker continues to evolve, ensuring that Australian SMEs have the tools they need to protect their brands.

Get in touch

If you would like to know more about our ventures you can reach out to us mdb-ipaventures@ipaustralia.gov.au.