Emma It feels good to know they are well accompanied Mexico City
We accompany our elder generation.
We offer companionship and mobility assistance.
We keep Ma and Pa motivated and safe.
We are here because...
The Mexican elder population is expected to grow 101% between 2011 and 2030.
13% of Mexican elders live home alone
Family has to take responsibility over their seniors. Family size has shortened over time.
1
2
3 Isolated elders have a 59% greater risk of mental and physical decline than their social counterparts.
We are not caregivers,
we provide companions
Competition
Direct competition
Indirect competition
Mexico City
Effic
ienc
y in
hir
ing
the
serv
ice
Through a monitoring system and a more efficient hiring process...
Emma
Usab
ility
Convenience
we will outperform the competition
Monitoring system
INTERNATIONAL LANDSCAPE
Careguide Toronto, Canada
Care.com Boston, USA
HomeHero Santa Monica, USA
Contactto Rio de Janeiro, Brazil
JoinHonor San Francisco, USA HomeTouch
London, England
Nidmi Madrid, Spain
Competitive Landscape
A constant struggle...
“I live so far away from him”
“I forgot to pick up the dry cleaning, I was busy with the
children Dad”
“I have an early meeting, I gotta run”
“I can’t remember what I did yesterday”
“I missed my medical appointment”
“I haven’t gone out to get my groceries”
“I need help paying my bills”
We enable a three-sided platform Senior Family
member
Companion
Com
pani
onsh
ip
End User Economic Buyer
Provider
Activities Basic, instrumental Basic, instrumental Basic
Size 70, 000 people 400, 000 people 140, 000 people
Recreational activities
Elderly clubs, classes, coffee dates, travelling.
Go out on weekends w/family. Rarely leave the house by themselves.
Don’t leave house unless accompanied. Receive family visits on weekends.
Benefits Transport assistance Assistance performing tasks and companionship.
Assistance performing tasks and companionship.
Competition Day centers, social clubs or senior residencial developments.
Senior residential developments, caregiver agencies, on-demand services
Retirement homes, caregiver agencies on-demand services.
Market segmentation based on elder’s physical condition
Active Semi active Inactive
Market segmentation based on elder’s physical condition
Active Semi active Inactive
Activities Basic, instrumental Basic, instrumental Basic
Size 70, 000 people 400, 000 people 140, 000 people
Recreational activities
Elderly clubs, classes, coffee dates, travelling.
Go out on weekends w/family. Rarely leave the house by themselves.
Don’t leave house unless accompanied. Receive family visits on weekends.
Benefits Transport assistance Assistance performing tasks and companionship.
Assistance performing tasks and companionship.
Competition Day centers, social clubs or senior residencial developments.
Senior residential developments, caregiver agencies, on-demand services
Retirement homes, caregiver agencies on-demand services.
Beach head market
19 K
19 K x $2.6 K = $50.3 million
TAM
The Total Addressable Market for companionship services in Mexico City
1.1 million
0.2 million
0.1 million
Population in Mexico City
>70 years old
Population receiving formal or informal care
Female population
Population w/average income:
$40 K - $80 K.
Annual expenditure / client: $2.6 K
Gloria Gabriela Begona
• Husband died 4 years ago. • Biggest fear is getting sick
and having to rely 100% on family. • Her friends have passed
away, she gets bored and lonely. • She would like someone
to accompany her in daily activities.
• She got divorced when her daiughter was very young. • Self-made woman. • Has always searched for
job opportunities. • Among her passions are
learning languages and travelling.
82 years old
53 years old
51 years old
Meet...
• Is an Accounting Manager at an advertising agency. • Lives far away from
her mother’s place. • Juggles between
household’s responsibilities and mother’s wellbeing.
Senior
Specific value is delivered to each of our consumers
• Empowerment. • Opportunity to connect with like-minded people. • Inspire bilateral relationships with the younger generations.
• Peace of mind. • Co-creation and customization. • More time to spend with loved one. • Risk reduction. • Accessibility. • Convenience and usability.
• Extra income. • Working schedule flexibility. • Self-fulfillment (work w/purpose).
Companion Family members
The elder is not alone in the process...
Elder
Daughters and sons
Friends and family
End user
Doctor
Champions
Secondary influencer Primary
influencers
Veto power Economic buyer
(10%)
Veto power Economic
buyer (90%)
Veto power
Our product has several value added features
1 2 3
4 5
Real-time location system
Direct communication
Session review
Rating and comments
In-time awareness