The lack of habit, distrust of digital services and outdated technology problems faced by the online service dry cleaning WashDrop. Moscow startup WashDrop allows you to take things to the dry cleaners in the comfort of home. The company accepts orders from 9 am to 9 PM, and sends the courier usually the same day, in convenient place and time.
Things return in 48 hours. Further WashDrop going to reduce the window to 24 hours. In may 2016 graduate of the Moscow aviation Institute (MAI) and former marketing specialist Ilya Zakharov launched the first version WashDrop with minimal functionality (MVP). Full startup earned in December 2016.
The company now performs 450 orders per month. Until the end of 2017 WashDrop plans to reach 1500 orders per month with an average bill 3000 rubles. Monthly revenue is 1.5 million rubles.
The break-even point, according to Zakharov, is still far. According to him, the startup will reach self-sufficiency, when the number of orders per month will reach 2100. Initial investment — the Zakharov and his partner Vahan Hernane — amounted to two million rubles from their own savings. These funds entrepreneurs testing hypotheses and tested model of online dry cleaning services.
Have WashDrop two co-founder, who owns 80% of the company and one business angel with 20% share. His name Zakharov did not disclose, but says its “man of the inner circle who believed in the project”.
In December 2016 the investor has invested in WashDrop 10 million rubles. According to Zakharov, the received means went on the active marketing and hiring of couriers and effectiveness of it solutions. Now WashDrop again looking for investments and the volume will be announced in September 2017. Funds will be used to strengthen it component, hiring personnel and marketing, said Zakharov.
While the startup is not going to apply to the accelerators and various funds. I believe the accelerator needs when the business is no longer their hypotheses. Like the money is there, but we must also invest, to move forward — you stand in one place and nothing happens. When well hit the ceiling, then we will think about the accelerator.
Yet we can grow at least another 10 times. The basis of the business was based on the model of foreign services is a British Laundry App Zipjet and American Cleanly.
The main difference of the Russian market from the Western consists that in Europe and the USA, customers are willing to give up things to be washed, said Zakharov. In Russia, the focus on dry-cleaning, as even wealthy people prefer to wash at home. According to Zakharov, work with dry cleaning is much harder than with the Laundry, as the quality depends on the level of technology in the factory for things and the responsibility of personnel. An important aspect of service user trust, who give her things.
WashDrop bears full responsibility before the client, because, unlike Uber or Qlean, there is no project performers — the company works exclusively with staff. Now in the project consist of eight couriers with their own cars. WashDrop teaches them to assess and things.
But the procedure can be realized not in all cases — it all depends on where take clothes. For example, in the office of the courier and the customer will be problematic to examine things. If an error occurs, then blame the whole entire service. We immediately decided that we will take all the risks. When a conflict arises, we begin to communicate with the client, conduct an internal investigation.
At the time of launch WashDrop worked with dry cleaners “Four seasons”. Zakharov says that due to the lack of experience in this business partners are friends of the entrepreneur.
In August 2017, the startup has replaced the factory. Her name Manager WashDrop does not name, but says that the reason for the departure from the “Four seasons” was the increase in the number of volumes and the “imperfect quality”. Cooperation with WashDrop assumes that the factory is engaged in cleaning, in advance inform the client about available for clothing defects and impurities, which will not work to get rid of.
In case of damage of things WashDrop the user pays the full cost. The usual dry cleaning in such situations, only return half of the price of the article of clothing, indicates Zakharov. If the fault lies in the factory, WashDrop deals with her and demands compensation. In situations where the couriers were unable to deliver promptly things, the startup offers a discount on the next order.
Zakharov had originally planned to create WashDrop on the model of Uber. He suggested the use of no full-time couriers, and anyone who connected to the service. For cleaning things I had to answer the next dry cleaning that would help to optimize logistics and therefore to reduce costs. But this idea she had to give — would have fallen in quality.
We thought that an Autonomous body, which we need just to bring things. We would only remained to arrange logistics and marketing. I didnt understand the market dry-cleaners and didnt think it all bad. In the end it turned out that we should not become a service, and a full-fledged platform. So now messengers, one partner and training professionals working in the call center.
In search of a new partner, we studied the market, visited the production, talked with the founders. A large part of the dry cleaning stuck in the 90s — when they begin to talk about technology, they look at you weird. Mistake for WashDrop became weak communication with the customer at the time of launch.
This resulted in the receipt of negativity and refusal of service. “Users think that dry cleaning will save the thing from all the “diseases” from any dirt. You need to carry out the educational program and to warn, that doesnt always happen,” — said Zakharov. A startup cannot afford to risk the trust of customers, so as not to make the first order and the benefits only later.
Now the cost of attracting a single user WashDrop is 3000 rubles. The primary audience girls that specialize in dry cleaning dresses, and office workers who bought the cleaning of blazers and suits. There are also “hipsters, journalists and creative people” who have little free time, said Zakharov. The age of customers WashDrop starts from 25 years and the earnings — from 70 thousand rubles a month.
The first customers WashDrop sought through advertising via “Yandex.Direct”. Then, the startup has connected the advertising tools Facebook and other social networks. At the time of launch of business promotion budget was 30 thousand rubles a month, said Zakharov. After raising funds from an investor WashDrop began to increase advertising direction.
Now the company spends on advertising 400 thousand rubles per month. One of the main channels of promotion — advertising line in the search results Google. Zakharov also believes successful cooperation with opinion leaders. An important step from the point of view of advertising for WashDrop became involved in the “School of the billionaire”, organized by Forbes magazine.
It attracted customers who were able to trust a new unknown company, says Zakharov. Its role in the promotion played by the company Lamoda — CEO nil Conzen acted as a mentor WashDrop. Zakharov with a partner looking for customers not only online but also in offline environment.
In particular, Washdrop trying to work with residential complexes and business centers, offering them special promotions or employees. The retention rate is the main measure, which now seeks to increase Zakharov. He is still at the level of 15-22%. The value varies depending on the season.
High demand for dry cleaning services is evident in the fall, says the founder WashDrop. In this rainy summer of 2017 helped the company with additional this seasons orders.
WashDrop is also working to reduce costs through logistics optimization and increase site conversion. Zakharov believes that the desktop easier to attract new customers than an app. Mobile services, according to entrepreneur, is designed for the loyal audience. Now WashDrop app for iOS and Android is in development and will appear in the App Store and Google Play only in the fall of 2017.
On the day the call center processing applications 78. Orders come in via Vkontakte, Facebook, WhatsApp, Instagram and Telegram. According to Zakharov, the last channel was the most popular for users that leave the application not on the website WashDrop.
Zakharov considers only direct competitor WahsDrop in Moscow service Getairo. But the market for dry cleaning, in the opinion of the entrepreneur, 99% is concentrated in the hands of traditional companies. For example, such as a network of “Diana”. According to Zakharov, it owns more than half of the market in Moscow.
“We still that it is pointless to compete with the tech guys, as we. First you need to take a piece from traditional dry cleaners,” says founder WashDrop. Zakharov believes that a qualitative leap in improving technological and dry cleaning services will occur no earlier than two years. “Users are yet used to it.
It is not revolution, but evolution services,” he predicts. We are trying to be innovators, to cultivate a new mentality, but until then users have no habit similar to that of a dry cleaning. We are faced with the fact that customers coming to our site, then call and ask where to put things. Besides the fact that WashDrop provides couriers who pick up things, unlike traditional dry cleaning is that the price of services not known at the time of receiving items after cleaning, and when collected by the courier.
To pay him in cash or by credit card. Soon WashDrop will switch to automatic payments with a linked Bank card, says Zakharov. One of the goals of a startup is to make pricing more transparent. For this WashDrop works with 70 categories of clothing, while the traditional dry cleaners in the directory represented by 250 positions.
In the future, according to the founder, wants to whittle the list to 30 categories. The company also provides package offer — wash five shirts and bed linen, which is not calculated in kilograms, but to fill a special bag from WashDrop. The subscription service, the founders of the project potentially consider, but to enter is not going as dry-cleaning — uncertain business. A post shared by Washdrop (@washdrop) on May 20, 2016 at 11:04am PDT.
Now a startup focused on bringing business to a more “scientific” approach, implementing a complete data Analytics and full process automation, says Zakharov.