Uber's on-demand car service has inspired a raft of companies looking to disrupt the cleaning services industry
On-demand smartphone
technology has altered the way consumers book everything from cars to
hotels. A spate of technologically-savvy companies now wants to use
those same methods to transform the way we clean.
Adora Cheung and her brother,
Aaron, used to spend marathon coding sessions in Aaron's San Francisco
apartment, frantically working to build the next hot start-up. Finally,
one day Adora looked around her - and realised the place was a disaster.
"We were basically coding 24/7 and his place just became a mess - I mean, he's a bachelor," she says with a laugh.
Unwilling to sacrifice precious work time to vacuum his
floors, the two set about trying to find a cleaner - a process that they
very quickly discovered was harder than it seemed.
"The cleaners would never answer the phone or the quotes
would be really high - and then once we did find cleaners, it was hard
to schedule," she says.
So the siblings started Homejoy in July 2012. It's a simple
website that looks to better connect cleaners with customers, and to
streamline the logistics of finding, vetting, pricing, and scheduling a
home-cleaning.
Homejoy founders Aaron and Adora Cheung initially cleaned customers' homes themselves
At first, Ms Cheung and her brother cleaned customers' homes
themselves. But demand quickly outstripped the capabilities of the
Cheung siblings, and now the company has expanded to 26 cities in just
six months, contracting with hundreds of cleaners along the way.
"Cleaning has always been seen as a luxury business so only the top 1%-2% of Americans can use it," says Ms Cheung.
"The fact is it doesn't have to be that way."
Ready for disruption
Continue reading the main story
Amount spent on residential cleaning in the US
- 2006: $9.87bn
- 2011: $11.25bn
- 2016 (projected): $14.32bn
Source: The Freedonia Group
In the US, the home cleaning market has always been remarkably fragmented.
According to research firm the Freedonia Group, in 2011 there
were more than 600,000 cleaning businesses - a reflection of the fact
that many are small companies with only a handful of employees.
While 600,000 firms might seem a lot, the reality is that as
more and more US households become two-income families and as the
population ages, the demand for cleaning services is growing - and the
industry is barely keeping up with demand.
The Freedonia Group estimates that by 2016, the market for
residential cleaning services in the US will grow to $14.3bn (£9.15bn,
€10.70bn), up from $11.2bn (£7.20bn, €8.40bn) in 2011.
Continue reading the main story
“Start Quote
The way people have bought cleaning services hasn't changed in such a long time”
Oisin Hanrahan
Handybook
Homejoy and its competitors all
make the same basic point: the cleaning services industry is one of the
last areas untouched by the shift towards on-demand ordering, and as a
growing industry, it's ripe for disruption.
"The way people have bought cleaning services hasn't changed
in such a long time," says Oisin Hanrahan, the founder of Handybook, a
company that operates in eight US cities which allows customers to
schedule everything from cleaning to IKEA bookshelf assembly.
"If you think of all the other services that have evolved -
Amazon for online shopping, Uber for car services, the way you buy hotel
services, it makes no sense that there's not a logical way for us to
buy these home services."
Mr Hanrahan argues that while the issue of trust may have
kept innovators away from the space - if you think about it, booking a
total stranger to come into your house sight unseen is rather scary - as
people have become more comfortable with on-demand services like AirBnB
and Uber, the mental barriers have started to come down.
Now, "the market is absolutely enormous and at the moment we're only scratching the tip of the surface," says Mr Hanrahan.
Uber for maids
Handybook's Oisin Hanrahan thinks young professionals no longer possess cleaning and handiwork skills of earlier generations
But how better to scratch that tip? Enter the techies.
Take Homejoy, which, like its competitors, uses a complicated algorithm to match cleaners with customers.
Homejoy scours Yelp reviews, posts Craigslist ads, and uses
word of mouth to find cleaners who might be self-employed or eager to
leave their corporate job, which can often pay as little as $9 (£5.75,
€6.70) an hour.
It then tests, vets, and trains cleaners, who list their availability and their geographical preference.
Continue reading the main story
“Start Quote
You spend something like 6% to 9% of
your life cleaning - that's a crazy amount of time that potentially
could be better utilized for something else”
Steve Gutentag
GetMaid
All this information is entered
into a database, so that when a Homejoy customer goes to open the app on
their phone to demand a cleaning, the system can maximise the cleaner's
time for the day and ensure that every customer can find a cleaner who
fits in with their schedule.
"We're able to perfectly match supply and demand," says Ms
Cheung, who argues that Homejoy's system benefits not just consumers -
who get a lower price and more convenient scheduling - but cleaners as
well, who often earn more than the industry average and can better plan
their commutes.
"We're part of this trend where you can use technology to
make things super-efficient in ways that you've never been able to
before," says Ms Cheung.
Home economics
Homejoy, Handybook, Exec, and others all say that while
improving the efficiency of the cleaning services industry was their
initial goal, their ambitions are larger: to make cleaning a basic
service and to change, however slightly, the housework equation.
"You spend something like 6% to 9% of your life cleaning -
that's a crazy amount of time that potentially could be better utilized
for something else," says Steve Gutentag, the founder of New York City
based GetMaid which aims to outdo its competitors by allowing customers
to book a cleaner who will arrive within ninety minutes.
It might sound grandiose but in a way it makes sense.
Homejoy recruits cleaners using word of mouth and by placing ads on sites like Craigslist.
Economists have long known that there is a cost to housework.
According to one study, if the value of housework had been included in
GDP calculations in 2010, it would have added 26%.
The Bureau of Labor Statistics estimates that on average, Americans spend 22 hours a week all on this unpaid, uncounted work.
"I'm not gonna put lipstick on the pig - there're definitely
people who appreciate these services because it's just more convenient,"
says Mr Gutentag.
But for those of us looking for just that little extra
justification to go easy on the dusting - and the price point to indulge
- a little economic rebalancing doesn't hurt.
FONT : BBC