Question

Topic: Strategy

New Business Idea - Tidy Houses - Is This Unique?

Posted by Chris Blackman on 7/31/2007 at 7:13 AM ET 1250 Points
I have been approached by a relative (don't you love them as clients?) who suggests their amazing personal and household organisational skills might be marketable.

I had never heard of a professional service that offers:

  1. house tidying

  2. cupboard re-organising

  3. de-junking/de-cluttering


At least, I hadn't heard of it outside of an interior design firm or a house and garden makeover TV show.

There is an expression in French 'mise en place' which means 'put into its place' - which describes the idea my relative is considering.

Is this a service available anywhere else?

Is it a craze sweeping the US and destined to be copied everywhere else?

Does this sound like a concept that might have legs?

The Value Proposition to homeowners is that the "tidy-upper" will arrive and go through the whole house reorganising all the rooms and the cupboards, closets, wardrobes and doors, making the contents readily accessible, tidy to the point of regimentation, and removing all the junk and detritus that doesn't get used.

This isn't so much a rubbish removal service as a kind of home catharsis - purging people's living areas of all the junk they never use but didn't have the energy to get rid of.

I have seen the linen closet after this treatment - and it's amazing - like a stylist has rearranged and cleaned out the cupboard and made it look picture perfect like in an upmarket retail catalogue.

- Who would be attracted to buy in a service like this?

- What would you call a service like this?

- How would you promote it?

- What do you think people would pay for this service?

Having seen the results, the reaction of others was "Could you come around and do my place"? - which makes me think there is a market. I'm just not sure how big a need there is.

I look forward to my colleagues valued opinions!


ChrisB
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RESPONSES

  • Posted by SteveByrneMarketing on 7/31/2007 at 1:39 PM Accepted
    "Is it a craze sweeping the US and destined to be copied everywhere else?"

    I don't know about a craze, but I know a women who started such a service in Newport Beach, CA about 10 years ago. She had upscale clients, charged fairly high rates and was always busy from referrals.

    Seems like there would be very little 'barrier to entry', mostly great listening and organizational skills.

  • Posted by Chris Blackman on 7/31/2007 at 6:57 PM Author
    Steve - thanks for that info. Do you know if she has a website, or where I might be able to reach her to discuss how she may have developed the business over the last ten years?

    I'm sure you are right, and it's a really good point, about barriers to entry. The key thing is the domestic personal organisational skills - and as most guys know, the sock drawer tells the story... This seems to be an area that requires some specially developed talents.

    Talents that I, for one, would rather "buy in" than try to develop myself!

    ChrisB

  • Posted by Jay Hamilton-Roth on 7/31/2007 at 7:31 PM Accepted
    Check out the National Assn of Professional Organizers (https://www.napo.net/) for more information. In the SF Bay Area, there are lots of people in this business.
  • Posted by Chris Blackman on 8/1/2007 at 8:34 AM Author
    Jay

    I stumbled across NAPO earlier when I found what I think must be the person Steve was referring to - Maria Gracia of www.getorganizednow.com - and was surprised to find this is in fact a very well developed sector. Just shows, you learn something new every day.

    There are even a few one-woman businesses in this category in Australia. Strange how almost ALL the businesses I've uncovered in this category so far are run by women! In fact, I think ALL are...

    Does this mean the women out-organize the men?

    ChrisB

  • Posted by Chris Blackman on 8/1/2007 at 8:42 AM Author
    Gabriela

    I'm always telling clients to start with research - and that's what I'm going to get my relative to do. Thanks for the timely reminder.

    I think you're right - this is a luxury service- although for many, it's a burning, urgent NEED as well!

    No doubt, it is a local service, although if you can establish a great methodology and can train people, it could become scalable and extensible nationally as well.

    More food for thought...

    Has anyone ever used a service like this? What was the experience like?

    ChrisB
  • Posted on 8/2/2007 at 5:19 PM Accepted
    We are asked frequently to evaluate new products or ideas. The first thing I consider, even before taking on the assignment, is whether or not the "common sense" rule applies.

    That is, does it fit into today's changing world (business or personal.) This service does, as there are a stream of new businesses that cater to chores/work that people previously did for themselves.

    Individuals and businesses are willing to pay for work they don't want to do, especially if the benefit is that they will be more effective and efficient.

    The challenge, as with all business, is the marketing - the name, advertising, creating a menu of services, meeting lots of people, etc..

    Seena Sharp
    Sharp Market Intelligence
  • Posted by steveg on 8/2/2007 at 7:30 PM Accepted
    Chris:
    You can also find similar types of service in:
    -The business world - where you can have your office life organized from bookcase clutter to computer files. A full office makeover.
    -Garage organization and cleanup. Some offer installation of shelving and cabinetry...even hazardous material removal.
    -eBay resellers...a service that will rummage thru your "estate" and post items on ebay for a percentage of the sale.

    There is a huge DIFM market out there and depending on the area...could be a good second income.

    Steve
  • Posted by Chris Blackman on 8/2/2007 at 9:02 PM Author
    Carrie - thanks for your great input. I'm pretty sure the Fly Lady is American. The language on her site seems strongly US rather than "Orstrilian". But I see where you're coming from with the Feng Shui references. I think the work of Louisa Hay from the '80's also urged people to de-clutter - let out the old so the new can flow in.

    Women seem to be the main providers of these services. Are they also the main customers? Why is that?

    Seena - thank you for your observations and the common sense test. It does seem to pass that test, and it also fits with the way modern lives are lived, at least in affluent western nations. what would be a good name for a service like this? Should the name explain the service - or could it be abstract, with an explanatory (oh yes, and highly memorable and catchy with 'sizzle') tagline?

    Only kidding about the tagline. Well, the sizzle part, anyway. Randall (WMMA) might not even be reading this thread!

    Steveg - always good to hear from another one of the Steves! I first did a double take on your acronym DIFM. The opposite of DIFY, I get that now. There seems to be a whole range of service levels, some offer a lot of hardware and less methodology, others are all about the methodology and attacking the procrastination effect that is part of CD (Chronic Disorganisation).

    Does anyone have any ideas on what people pay for these services? So far I've only found one site that quotes rates (UK, 40 Pounds an hour) but I'm interested in how rates compare elsewhere.

    I can scarcely believe there's this whole industry out there that I'd never heard of until I started digging and asking... Sometimes you just have to stick your head above the cube farm wall.

    Thanks to all contributors so far. I'll leave this open a couple more days.


    ChrisB
  • Posted by SteveByrneMarketing on 8/6/2007 at 5:09 PM Accepted
    Chris,

    Sorry it took so long to get back to this post. I don't know if she has a website and haven't seen her for years.

    Steve
  • Posted by Chris Blackman on 8/6/2007 at 8:23 PM Author
    Thanks everyone, great help.
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