Niched home services subscription business that specializes in bathroom sanitation

Home bathrooms are the most challenging room in the house to clean. About 10% of households have housekeepers, but some consumers don't need a whole home clean and just want help with bathrooms. After surveying consumers, the hypothesis was proven, with around 30% of respondents indicating the service was a need (versus a want or nice-to-have).

We launched a small pilot in Austin to determine if consumer behavior matched the survey respondents' claims. It was a success, and we soft-launched in a few markets. Within three months, we had over $500K of new lead value from signups in a quarter, with a ROAS of 12.

During the launching process, we optimized the service for improved customer experience to extend LTV. We also launched add-on services to increase AOV.