Homecroo.
Building, growing and managing a service business. A cleaning services business connecting customers who needed reliable cleaning with solo subcontractors who needed steady work.
Customers wanted easy access to reliable cleaning, while solo cleaning subcontractors had little time to find jobs themselves. Homecroo filled the gap: we won and booked the jobs, handed them to subcontractors, and kept the difference.
Who it affected: Households and businesses needing cleaning, and solo subcontractors and casual cleaners looking for work.
Strategy
Set growth strategy, found customer acquisition channels and explored new directions when conditions changed.
Team building
Hired and interviewed staff, then led remote sales and admin team members alongside subcontractors and casual cleaners.
Operations
Ran scheduling, service delivery and customer relationships, while balancing funding partners, staff and contractors.
Decisions under uncertainty
Weighed job flow, workforce and costs to reprioritise, and helped decide the company’s future direction.
- Customer acquisition & sales calls (Aircall)
- Online payments (Stripe)
- Subcontractor & casual workforce network
- Remote sales team & sales training
- Hiring process, from job ads to interviews
- Team coordination in Slack
- External funding via Software Holdings
- Scheduling & service delivery
Homecroo grew into a funded, operating company with paying customers and a supporting workforce. Keeping job flow and margins sustainable became the core challenge, and after reviewing the business model, operations were discontinued.
“Validate direction early.”
“Measure what matters — sustainability, not just growth.”
“Adapt with accountability when assumptions stop holding.”
Homecroo taught me the foundations I bring to product management: understanding customer needs, prioritising limited resources, managing stakeholders and measuring outcomes. Building something is only half the challenge; making it sustainable takes clear direction and a willingness to change course when the evidence says so.