Homejoy

Homejoy

Homejoy was an online platform connecting professional cleaners with clients for $20/hour.

  Hospitality
  2012 – 2015
  Mountain View, CA
  Founded by Adora Cheung, Aaron Cheung
  Raised $39.7M in 5 rounds
  Backed by 15 investors

Reasons for Failure

Only around 25% of customers continued to use the service after the first month, less than 10% after 6 months.

High cost of customer acquisition.

Lost best workers to outside client arrangements.

Expanding too quickly, costly international expansion.

Worker classification lawsuits.

Some cities used the service more than others, which led to many cases where there was a lack of city-service fit.

Competitors

caredotcom
thumbtack
handy
handybook
exec

History of User Experience

Strategic communications and seamless user experiences are key in communicating what your startup to your potential customers. Here is how Homejoy’s webpage changed over the years.

2013

homejoy_2013

2014

homejoy_2014

2015

homejoy_2015

Talk About It