Mopp is a growing business that’s taking a Dramatically and Demonstrably Different approach – they’re ‘making cleaning cool’! Set up by Pete Dowds and Tom Brooks in April 2013, they have adopted a 3D approach and it seems to be working!
Solving ‘customer problems’ is often a source of ‘Dramatic Difference’ and this one came from Pete and Tom experiencing that problem as customers themselves!
Neither of them had any experience in the domestic cleaning business and set it up after a “terrible experience” trying to find a last-minute cleaner after a house party. After spending hours online searching for one, two no-shows and an inefficient, hungover cleaner later, the idea was born!
They have grown to 11 times their original size and now have a team of 35 at their London office with over 1,000 cleaners on board! Their ‘Dramatic Difference‘ is that provide a domestic cleaning service that people can access easily online throughout London.
They clearly work hard at ‘Demonstrating‘ that ‘Dramatic Difference‘, and use their website and social media to do this:
- Their website is ‘clean’ (geddit?) and easy to use!
- Their blog has ‘instructional’ videos on things like ‘how to remove red wine stains from your carpet’, ‘how to freshen up your kitchen’ and ‘how to shine up your house’! (Crowdsourced from their cleaners)
- You can ‘meet the cleaners – this demonstrates their ‘personality’ and provides the ‘personal touch”
- They have tips on how to get the best out of their service and your cleaner.
- Mopp TV, their YouTube channel, helps spread the ‘word of mouse’!
- Their ‘app’ allows you to book a cleaner in 60 seconds!
To reinforce their approach they launched this with a tongue in cheek ‘rap video’ which starred members of the Mopp team and this has created lots of PR via the national press and social media- you can see that here…
So, some questions for you…
- What’s Your ‘Dramatic Difference‘?
- How Do You ‘Demonstrate‘ it?
- What do you need to do to ‘clean up’?!!!
Great startup but they bankrupted last year.
The main reason – poor cleaning service, bad employee and customer care.