Why Homejoy Failed
Christina Farr

Insightful article and take on the HomeJoy business model. As someone who founded and scaled an on-demand B2B model in the video sector, I can tell you that w/o baking a focus on customer service into the model you are set up for failure. This starts with recruitment – ensuring contractors are not only capable of delivering the task at hand – but of dealing with the customer and resolving issues. This requires buy-in from the contractor to the bigger picture and vision for the business – not easy to achieve given mobile / dislocated nature of their employment status. Decentralising the CS function mitigates risk in customer churn, reduces OpeX and achieves consistency in delivering ‘on brand’. Platforms such as Uber drive and nurture accountability for the CS function through ratings – and the ever growing opportunity cost of not being on the platform.