Job Well Done

Making child’s play of household chores.

job-well-doneNobody likes doing household chores, especially kids. But a team from this year’s Startup Weekend Dunedin has figured out a way to make the allocation and completion of chores fun and rewarding for both kids and their parents, while at the same time bringing families together.

The game is played with physical cards, and works like this: at the beginning of each week, a family holds a game of Job Well Done. There are thee packs of cards: Tasks, Actions, and Rewards. The Tasks pack is pre-loaded with all of the chores that need to be done around the house – vacuuming, sweeping the decks, cleaning the kitchen, etc. Parents have to play too. At the end of the game, each family member has their list of chores that need to be done by the end of the week. Action cards let you do things like swap a task with another family member or receive a reward for a completed task. There’s one Butler Card in the pack which lets the player assign one of their tasks to another player, and they have to do it.

There are two types of rewards – family rewards (“go to the movies together”), and individual rewards (“have an ice cream”). But some of the rewards are actually booby prizes, such as “eat a new kind of vegetable that you’ve never had before”.

In their testing during the weekend, kids loved the game and got the idea immediately, and kids were even able to explain it to other adults.

As in other Startup Weekends, the team formed organically from three people who were all attracted by the idea of a game to motivate kids. It started out as a game to determine pocket money, but after the team got out of the building early on Saturday morning to validate the original idea, they quickly learned that a much bigger pain point for parents was getting kids to do household chores. They also learned from their interviews that any such game should meet these success criteria: consistency, clear expectations, small but meaningful rewards chosen by the child, and that the child should be able to wield some negotiating power. And so the game was born.

There’s a big potential market for this game – in their interviews of 85 parents, 68% of them said they had problems getting their kids to do chores. With 1.1m families in NZ, if the interviewees are a representative sample, that means there are over 750k families in NZ who might be attracted to buy this game. And with 52m families in the English-speaking world, the potential market size is over NZD 1.3b at a unit price of $25. The hard part, of course, is reaching them.

Anna Schmid
Anna Schmid
Ivan Mason
Ivan Mason
Hannah Sinclair
Hannah Sinclair

CEO Hannah Sinclair is an occupational therapist by trade, with an interest in motivation and behavioural change. She’s joined on the team by CMO Anna Schmid and Head of Game Design Ivan Mason.

Ivan has a blended family, and says that when faced with conflict over household chores, it can be easier to just disengage and do the chore yourself rather than being the bad guy and coercing kids to do their fair share. The trick, he says, is to have the game impose the rules, which puts everyone on the same footing. Hannah adds that while she doesn’t have any kids herself, she’s looking forward to using the game with her flatmates.

During the weekend, the team designed the game play, outsourced design of the game material to a UK-based designer who produced the goods overnight, printed the game materials for a few prototypes, and put together a Facebook page, a PledgeMe campaign, and a Shopify online store. The PledgeMe campaign has attracted more than $400 in less than 12 hours.

The next step is to get enough games out in the wild to test it properly and improve the game design. They’ll then know whether they are really onto something or not. They’re considering expansion packs, building in virality by adding trading card features, and partnering with organisations like supermarkets for distribution. They could seek investment, but this is a business that could bootstrap.

As for now, they’re immediately looking forward to getting some sleep after “running, running, running” non-stop over the weekend.

“Startup Weekend has restored my faith in humanity,” says Hannah, “I’ve never heard so many people in one place saying ‘I’m here to help'”.

There are lots of Startup Weekends coming up this year around the country.  Check out the Startup Weekend NZ web site for details if you’re interested in having a go yourself.

If you have kids and want to improve their participation in household work, do support the team and buy a the Job Well Done game on their PledgeMe page

I’ll leave you with their pitch deck from the Startup Weekend Dunedin Finale.

And that’s a job well done.

Ooooby

Hacking the food supply chain, Out Of Our Own Back Yards.

It’s estimated that on average, food items in the US travel 2400km to get from their point of origin to your table1. This results in huge quantities of carbon being belched into the atmosphere through transportation, waste resulting from excess packaging and spoilage, and food that is less fresh and tasty.

oooobyOoooby makes it easy to create local fresh food marketplaces that source food from local growers, and deliver to local consumers. From humble beginnings on Waiheke Island, Ooooby now powers food networks in Auckland, Waikato, Matakana, Sydney, and Fresno California, and they’re just in process of setting up shop in the UK.  Across the globe, Ooooby is pumping over $3m in annualised recurring revenue (ARR).

Ooooby is a mission-driven business, whose purpose is to make local food convenient, affordable, and fair. They want to rebuild local food economies, because they believe that many of the world’s most pressing social and economic problems are caused or exacerbated by the way we produce and consume food. They also believe that in order to be impactful and help create a sustainable food system, they must first create a sustainable business.

petePete Russell does not fit your stereotype of a social entrepreneur. Prior to Ooooby, he cofounded and built up Australian specialist food importer and distributor Source Food, built it up to A$10m, and then had an epiphany – the world would be much better served by local foods, purchased in an “online farmers market”. Local food that’s as convenient to purchase as industrial food would be better for local farmers, local consumers, and the environment. Pete is joined on the Ooooby board by CTO Davy van de Vusse who has architected their core systems.

Their revenue model is to clip the ticket by 8% on all food purchase transactions that go through the platform, to cover software development, administration, and national marketing. They’ve been invited to set up shop in all of the cities where they’re active, so platform marketing costs have been minimal. And they have a steady stream of inquiries internationally from groups of local farmers wanting to transform their own local food economies.

The platform can scale quickly, and can support a virtually unlimited number of local food hubs.

Ooooby raised $285k in a PledgeMe campaign earlier this year, but they are looking for another $500k or so in the next year, so that they can rebuild the food economies in over 20 cities worldwide by the end of 2017.

If you’d like to get Ooooby going in your town, or are interested in supporting local food, do get in touch with Pete and join the movement.

Disclosure: One of the trusts of which I’m a trustee made a small investment in Ooooby in their crowdfunding campaign.

Special note: I’ve just posted an item on my main blog which may be of interest: Convince me to invest in your startup, in which I cover how angel investors like me evaluate investment opportunities.