Project Information
CleanBee is a cleaning platform (app + web version) in Florida, USA. It is a two-sided marketplace: clients find cleaners locally, and cleaners receive orders.
We entered the project about two years ago when the brand had just launched.
Task
A two-sided marketplace that initially has no audience on either side.
The main task is to test the platform: generate initial traffic and establish initial economics to attract investment.
Benchmarks: installation cost ≤ $5, cost per acquired client ≤ $100.
Our Approach
1. First cleaners, then clients. If a client opens the app and finds no service providers, they will delete it; however, a cleaner without orders still remains. Therefore, we first gathered cleaners across Florida through Facebook groups and paid targeting.
2. Local targeting based on the density of cleaners. We targeted clients in areas where there were already the most service providers.
3. In-depth audience research → ICP. We specifically targeted a narrow affluent segment in wealthy neighborhoods.
4. A mix of channels: app + website + social media.
Challenges
1. Zero trust and zero materials. A newly launched brand — without reviews and case studies. Two years ago, we started using AI-generated images and selected "before/after" materials to demonstrate the value of the service.
2. iOS privacy restrictions. Due to Apple's policy, with over 1 million iPhone users in Florida, targeting technically reached only about 5,000 people. Therefore, we built funnels through the website and social media.
Result
In about 4 months, we generated the required traffic volume and trained the campaigns.
Installations were inexpensive — $3–5 per installation.
We planned to reach ~$150 per registered client: considering LTV, this is more than profitable.
These figures and the initial economics allowed the client to further refine the app and attract investments.
$3–5
Installation Cost
0 → MVP
Marketplace from scratch
Florida, USA
Launch Market
CleanBee is a cleaning platform (app + web version) in Florida, USA. It is a two-sided marketplace: clients find cleaners locally, and cleaners receive orders.
We entered the project about two years ago when the brand had just launched.
Task
A two-sided marketplace that initially has no audience on either side.
The main task is to test the platform: generate initial traffic and establish initial economics to attract investment.
Benchmarks: installation cost ≤ $5, cost per acquired client ≤ $100.
Our Approach
1. First cleaners, then clients. If a client opens the app and finds no service providers, they will delete it; however, a cleaner without orders still remains. Therefore, we first gathered cleaners across Florida through Facebook groups and paid targeting.
2. Local targeting based on the density of cleaners. We targeted clients in areas where there were already the most service providers.
3. In-depth audience research → ICP. We specifically targeted a narrow affluent segment in wealthy neighborhoods.
4. A mix of channels: app + website + social media.
Challenges
1. Zero trust and zero materials. A newly launched brand — without reviews and case studies. Two years ago, we started using AI-generated images and selected "before/after" materials to demonstrate the value of the service.
2. iOS privacy restrictions. Due to Apple's policy, with over 1 million iPhone users in Florida, targeting technically reached only about 5,000 people. Therefore, we built funnels through the website and social media.
Result
In about 4 months, we generated the required traffic volume and trained the campaigns.
Installations were inexpensive — $3–5 per installation.
We planned to reach ~$150 per registered client: considering LTV, this is more than profitable.
These figures and the initial economics allowed the client to further refine the app and attract investments.
$3–5
Installation Cost
0 → MVP
Marketplace from scratch
Florida, USA
Launch Market