Customer Need
Invisible, unpaid labor involves activities related to taking care of a family, children, or house. Studies show that the overwhelming majority of this work falls on women. On average, women perform 2.5 times more daily caregiving work than men. The pandemic has made this problem glaringly clear with nearly 3 million women pushed out of the paid workforce. An unequal division of household labor contributes to poor maternal mental health, destroys relationships, and is the primary driver of the gender wage gap.
Solution
Tend: Task Manager & Journal is a free tracking app for moms that delivers knowledge, confidence, self-worth, and understanding by tracking the invisible labor of motherhood . Tend makes invisible labor visible, so it can be shared and valued.
Competition
No other tech company is focusing on invisible, unpaid labor. Women are typically cobbling together various products to help them understand and communicate about the work they do to care for their fami...
Customer Need
Invisible, unpaid labor involves activities related to taking care of a family, children, or house. Studies show that the overwhelming majority of this work falls on women. On average, women perform 2.5 times more daily caregiving work than men. The pandemic has made this problem glaringly clear with nearly 3 million women pushed out of the paid workforce. An unequal division of household labor contributes to poor maternal mental health, destroys relationships, and is the primary driver of the gender wage gap.
Solution
Tend: Task Manager & Journal is a free tracking app for moms that delivers knowledge, confidence, self-worth, and understanding by tracking the invisible labor of motherhood . Tend makes invisible labor visible, so it can be shared and valued.
Competition
No other tech company is focusing on invisible, unpaid labor. Women are typically cobbling together various products to help them understand and communicate about the work they do to care for their families. They may use spreadsheets or pencil and paper to track their unpaid work or use other productivity apps like Cozi or Todoist to attempt to share the work with their partners and family members. These methods require a great deal of time and mental energy from women and don’t acknowledge or value much of the invisible work necessary to keep a family running smoothly.
Market
Our primary market is the 22-25M millennial mothers in the US and Canada. 43% of them have opted out of the paid workforce, and many more have taken less demanding, part-time jobs to compensate for the heavy burden of childcare. Forbes estimates the total FamTech market at $46B. Using our understanding of the market and a conservative estimate of LTV, we calculate a top-down TAM of $19.8B and a bottom-up TAM of $5.38B.
Business Model
Targeted Advertising and Brand Partnerships - we have an opportunity to provide users with targeted ads and product placements at the moment women are considering their pain points.
Premium Subscriptions - Tend for couples provides an advanced technology solution to navigating shared caregiving.
Data Set Subscription - the aggregated data is extremely valuable to CPG companies, Ad Agencies, Retail Siting Firms, Market Research Companies, Employee Benefit Consultants, and more.
More information

Employees

Felicia Kashevaroff
Admin
Felicia Kashevaroff CEO Founder — Investor — Mother