[Case] hundred million dollars of domestic sites how to operate? Care.com was founded in Boston in 2006, Sheila Mercelo its founder and CEO, is connected to the employment of domestic service platform and service personnel, but also employers and service personnel platform to share experiences and advice. In early 2012, Care.com began international expansion, has entered the UK and Canada, followed by the acquisition of Europe's largest online housekeeping website Besser Betreut. Get its inception a total of four rounds of financing, the total over 100 million dollars. Investors include New Enterprise Associates, Trinity Ventures, Matrix Partners (Matrix Partners) and the like. Listed on January 24, 2014 in the US Nasdaq. What is its business model and profit model? What domestic entrepreneurs learn from? I dark horse to take you to look at.
Operating mode in early stages of development, Care.com mainly to provide child care services, the range of services it provides and then gradually increased care for the elderly, pet care, house cleaning, tutoring, etc. In the development process, Care.com constantly tap the demand for all kinds of family care services, to provide a more complete care services, the company's ultimate goal is to become a one-stop domestic service platform. Platform, primarily for home use Free registration process, access profile, post job, hire staff, pay, evaluation; service personnel use slightly different processes and family, including free registration, publishing resume, search for jobs, was hired to get salary. When the "dragon ball z wigs " family register an account, simply fill in personal information, including address, zip code, e-mail to join, and then according to their own conditions of service for domestic needs refinement, such as child care needs of families caring for children need to add fill in nanny, child care centers , tutor type. Housekeeping staff after online registration of personal information, you will need to choose what to provide housekeeping services. Service personnel background, comments, social identification of multiple information services relating to security for employers to view, Care.com has a dedicated team responsible for reviewing service information to detect suspicious or inappropriate content, in addition will also provide families with a reasonable assessment and interview advice. Care.com currently covers 5.2 million households, while the United States needs to provide services of domestic workers number about 50 million households, of these families penetration is still very low. To absorb the 4.5 million nurses, global membership reached 9.7 million, and member satisfaction as high as 85%.
Of these users, 52 percent visit the site through mobile terminals, over access to the PC side, anytime, anywhere access Housekeeping trends are becoming evident. In the second consumer users on the platform reuse more than 50%, the following two sets of data from the side that more than half of its reuse of reasons: business matching platform rate reached 80 percent, business matching repeat purchase rate of 56% negative evaluation only 8%; consumer payment tool recurring billing rate of 88%, only 1% of the negative comments. Profit model Care.com profit model is divided into the following three parts. First, the individual paid services. Family and domestic workers after online registration, Care.com for families and service personnel to provide registration information on the market supply and demand for free for some time after the free trial period, if the user wants to continue to enjoy the service, you need to pay a fee. Second, the business matching. Help traditional domestic service company or agent intermediary companies on the Internet looking for family needs Housekeeping docking family and domestic service companies or intermediaries, and thus charge a fee business matching. Wherein individual domestic workers do not pay any fees. Third, pay value-added services. Care.com offers households and companies to develop care plans to pay value-added services. Relying on its rich diversity of domestic service personnel database and optional objects to Google and Facebook and other companies to provide the corresponding domestic service, as the company benefits provided for employees. Care.com2012 annual revenues of $ 48 million, the first nine months 2013 revenue of $ 58.97 million, a net loss of $ 24.66 million, the largest single expense for the sales and marketing expenses for $ 43.85 million, which is still in its expansion phase related. First nine months of 2013 gross profit margin of 76% -40% operating margin, in the long term, the company expects operating margin to reach 18-20%. Differentiation strategy in addition to Care.com, USA Housekeeping another platform Homejoy is more mature. The two platforms have a lot of similarities: both as the point home with the employers of domestic workers between; all focused on verification service personnel; currently covering the United States, Canada cosplay costumes for sale and the UK market, and actively carry out international expansion. Although there are many similarities, but Care.com and Homejoy differentiation strategy is also obvious. First, the difference between services. Care.com to care based, including children, the elderly and pets, in addition to extension services and other family cleaning and tutoring.
Homejoy's service focus is the cleaning service, in addition to a very small proportion of toilet maintenance, paint the walls. Second, the difference serve. Care.com business matching service object is the traditional domestic enterprise or intermediary, as they need to find domestic service family, Homejoy more docking household employer and service personnel, there is no middle enterprises. Third, differences in profit mode. Care.com addition to profit through traditional commission model, as well as other value-added service customization paid, Homejoy for now, has not yet appeared similar business. Prospects Care.com rising stock price after the listing, even down also maintained good gains, we can see that the capital market and its prospects are generally good. Mainly due to their obvious advantages. First, the efficient allocation of resources.
Care.com will Housekeeping offline information resources and open online platform to break down the existing line resources and services demands docking asymmetric information, use of the Internet system of information classification, screening and matching to online resources efficiently inefficient allocation of services instead of docking at the line. Second, service personnel background norms. Care.com has a special team responsible for reviewing service personnel background, comments, social identification of multiple information services relating to security, in addition to also provide a reasonable assessment and interview advice for the family. Transparency of information online to promote a more standardized service personnel review for services provided protection. Third, form a closed loop system. From the account is opened, information search, selection match, booking, online payment service back to the line, comments, all aspects of on-line systems have full connectivity. Leading online information flow, the line focuses on service experience in systems-based closed-loop has been formed. Fourth, the profit model diversification. Care.com profit model is no longer confined to individual payment services and business matching the traditional commission model, as well as other custom revenues through value-added services, which make it more profitable imagination. Although its advantages have been apparent, but inevitably there are some shortcomings. On the one hand, the service control slightly less. Currently focused on the information level of optimal allocation of resources for service personnel itself only in the background screening stage, in fact relates to the quality of service of service link Care.com and not too much ability to control. Japanese listed companies compared to strain social Sheri Hall of standardization of medical care, Care.com services sectors not covered by the standard can not really guarantee quality of service. On the other hand, the market penetration rate. Currently Care.com penetration of its home US market target only about 10%.
Although ahead of other domestic companies, but compared to its broad coverage, so low permeability explain its roots in a single regional market in No. Prior has not formed an absolute scale advantage, which leaves a lot of opportunity for competitors. Learn from Care.com platform model to imitate them is not complicated, but the country has long been a similar domestic service platform appear, but why did not appear the domestic scale of the domestic service platform, domestic enterprises are more not listed? The reason is that the conditions different, many Chinese companies to imitate the success of start-up companies abroad have died in no change varies. Domestic users lack a sense of trust and service standards high. Get housekeeping service domestic users through online habits is still in the training stage, due to objective factors whole social environment, users can also directly select domestic service than the lack of trust on the line. In addition to the quality of service itself, the domestic and foreign user requirements there are also differences in standards, quality of service for domestic users often do not have a high foreign satisfaction, thereby affecting the secondary consumer. For domestic domestic enterprises, Care.com still learn from it. In contrast, domestic housekeeping service platform system is not perfect, there is room for improvement in all aspects of intelligent matching of resources and open up the top. In addition, housekeeping service domestic profit model of a single platform, and the commission model in China can not always avoid conflict, Care.com extending in one direction to pay value-added services is the expansion of "cosplay haruhi suzumiya " domestic profit model, but can still require direct imitation of the characteristics depending on the user set. The Care.com with traditional domestic business win-win cooperation agency also has its enlightenment. Source: vertical electric providers Information