Executive Summary
There is a spot missing in the Australian market for female-orientated educative sex stores. This stems from the often inadequate educational upbringings many women in Australia face surrounding sexual wellness (Mexiner, 2021). In the present day, this causes a stigma around female pleasure (Curtis, 2018). The taboo of using toys often leads to uninformed consumers from safety and exploratory standpoints.
The climax of this issue is that women need to – and deserve to – get off better.
To further understand the issue, we conducted in-depth interviews, small-scale surveys, and explored secondary data. This presented the clear pleasure-gap reality for women. The sexual wellness industry is male-dominated (Alptraum, 2016). Toys for women are designed and sold predominantly by men, with an additional concern for the safety, sustainability, and ethical standards of products. Moreover, women want to be informed about pleasure, but current market offerings fail to match this demand.
Our female-based team felt the need to shoot our shot at changing this inadequate Australian market. Our social enterprise, The G Australia is a 21st- century sexual wellness retailer. The G Australia intends to be a sex-positive space where women in Australia can explore modern sexuality and access comprehensive and reliable information on sexual wellbeing, through educative posts, workshops, exhibitions, and curated high-quality products. We believe that through educating the nation, we can create a sexually literate society.
Our current initiative is to foster an online community that focuses on the exploratory discourse of sexual education regarding pleasure. Launching on International Women’s Day (8th March 2022), The G Australia will continue to be accessible, informative, and representative with a future goal of opening a physical retail outlet.
Read the full business plan above (desktop only).
