Home' Inclean NZ : INCLEAN NZ Aug 2017 Contents 32 INCLEANNZ August 2017
Goodnest, the brainchild of former Trade
Me executives James MacAvoy and Richard
Humphries, is planning to ramp up its digital
platforms and online services after securing
$1 million in its latest funding round.
MacAvoy, founder of NZ-based DVD
rental service Fatso, spearheaded Trade Me's
daily deals site Treat Me from 2010 until
2013. It was during that time he noticed an
emerging revenue stream from the service
industry -- cleaning.
"All of a sudden two-hour cleaning deals
and three-hour handyman or gardening
deals became really popular, but what
was most interesting to us was that unlike
other deals, the price discounts weren't that
signifcant,” MacAvoy explained.
"Consumers were looking for an easier
way to get the [cleaning] process started.
They wanted someone trustworthy, reputable
and at a fair price. At the time there were
a few online marketplaces in the US that
were starting to gain traction and signifcant
investment, so we saw this as an important
step for the industry."
Goodnest frst launched in Auckland in
April 2014 focused primarily on connecting
consumers with residential cleaners. Since its
launch three years ago the online platform
has expanded into Wellington, Christchurch,
Hamilton, Tauranga and Dunedin. The
model has also been trialed in Sydney -- a
market earmarked for further development
The online marketplace has also
increased its range of services beyond
residential cleaning to include deep
cleaning, plumbing, electrical, handyman,
lawn and garden and house washing. Deep
cleaning services include window cleaning,
mould removal and carpet cleaning.
Goodnest also offers meth testing, pest
control and skip hire.
Pricing for cleaning services is based
on the confguration of the house, with
additional services such as ironing and
laundry add-ons. Customers also select
a timeframe as well as the frequency.
Cleaners are vetted by Goodnest and
undergo background checks, interviews and
perform an assessment clean as part of the
induction. Once registered, cleaners have
access to an online dashboard that notifes
them of available jobs. Cleaning, both
Goodnest to ramp up digital services
Auckland-based online cleaning and home services platform Goodnest recently secured $1 million in new
funding. James MacAvoy co-founder of Goodnest, spoke with INCLEAN editor Claire Hibbit about what the
startup plans to do with its recent cash injection.
James MacAvoy and
residential and commercial, is understood
to make up around two-thirds of total
bookings, with most cleaners on a base rate
of around $17 and $18 per hour.
More recently Goodnest has seen a
growing rise in commercial cleaning requests
such as end of tenancy cleaning, mould
removal and meth testing from property
managers. This had led to the establishment
of several national partnerships with real
estate companies and loss adjusters. As
part of the partnership the companies have
access to a customised quote management
dashboard via Goodnest.
“When we were doing just [house]
cleaning, we got told by customers
what the next category should be. Deep
cleaning and end of tenancy cleaning was
something that we needed to quickly build
due to demand. We started to see a lot of
bookings referring to 'the tenant' in the
"Meth testing and mould removal have
stemmed from the commercial side. Some
real estate agents, property managers, loss
adjusters and insurance companies are using
a customised dashboard, where they're
able to transfer their existing management
platform to ours, eliminating the pain points
of trying to fnd someone themselves.”
In July Goodnest secured $1 million in
funding. Investors of the latest funding round
included Phil McCaw of Movac; Richard
Abbott, early Trade Me investor and former
chairman; James McGee former commercial
manager at Trade Me; and Trade Me
founder Sam Morgan.
MacAvoy said the investment will be put
towards the startup's digital platforms as
well as enhancing its online services such live
chat, geo-fencing, appointment reminders
and invoicing capabilities.
"As cliché as it sounds, we do believe
that the best marketing we're going to get
is giving people the best experience. The
funding is going to let us expand our offering
to consumer in terms of the experience."
A dedicated app for Goodnest's 850 listed
tradespeople, including cleaners, is also in
the pipeline. "Right now our tradespeople
use the mobile experience but we'd like to
create an app that will help them manage
With technology front of mind for the
startup for the remainder of the year,
geographical expansion has been put on hold.
According to MacAvoy the company will
consider targeting new markets early next
year, naming Australia as an area of interest.
"There's so much growth within the
footprint we've got -- we're not even a tenth
of the way of where we could be. I think it
will likely be early 2018 that we look again
at expansion and start to look seriously
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