Deeva

Foundation: 2023

Value proposition

With this groundbreaking at-home hairdresser booking service in operation, the market can bid farewell to the hassle of fitting appointments into impossible schedules. Now, busy working moms, students, and working professionals can find time to tame their manes, even in the midst of a jam-packed schedule.

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DEEVA makes it easy to prioritize hair care from the comfort of home.

A first for the European market.

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DEEVA makes it easy to prioritize hair care from the comfort of home.

A first for the European market.

Ambito

MARKET

Beauty & Wellness

Team

Irene Giani

Founder

Yan Cataldo

Founder

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Problema

Problem

In today’s fast-paced world, finding the time to travel to the hairdresser, find parking, and fight traffic back home can be a pain. When you are juggling work deadlines, family commitments, and unforeseen hurdles along the way, prioritizing hair care can be virtually impossible – especially when salons are only open during certain hours of the day. Getting to and from the hairdresser also presents a particular challenges for individuals with limited mobility.

Soluzione

Solution

DEEVA is the result of painstaking research into raw market demand. This trailblazing platform enables customers to book in-home hairdresser services. They do not need to step out of their front door to book an appointment, after which a professional, fully-equipped hairdresser travels to their home. It’s as simple as selecting the relevant service (such as cut, style, or color) and a suitable date and time. DEEVA is ushering in the next generation of convenience in hair care, with the ultimate in-home hairdressing experience.

Revenue Model

DEEVA was built to benefit individuals with busy schedules and unpredictable lifestyles – such as parents and shift-workers – as well as those facing short-term or permanent mobility challenges.

Target

DEEVA was built to benefit individuals with busy schedules and unpredictable lifestyles – such as parents and shift-workers – as well as those facing short-term or permanent mobility challenges.

Target

DEEVA was built to benefit individuals with busy schedules and unpredictable lifestyles – such as parents and shift-workers – as well as those facing short-term or permanent mobility challenges.

Revenue Model

DEEVA was built to benefit individuals with busy schedules and unpredictable lifestyles – such as parents and shift-workers – as well as those facing short-term or permanent mobility challenges.

Validazione

Validation

As with all ideas born through Mamazen, DEEVA was subjected to intense validation before hitting the market. The validation process was split to test two audiences: The end customer and the service provider.

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To test the problem…we shaped 5 value propositions through the creation of 5 online landing pages. Our efforts generated 165 leads at a CPL (Cost per Lead) of €1.62.‍
To test the audience…we conducted 57 customer discoveries using our pre-existing contact list. 75% of responses validated our problem hypotheses.‍
To test the prototype…we developed a “pretotype” to test simplicity of booking. Within the first 24 hours, we secured 15 reservations through the experimental platform.
‍To test the price point…we conducted tests across 4 different price lists. On the validated service menu, we obtained 34 bookings, averaging a CAC (Customer Acquisition Cost) of €4.80. With income of €25 per service on average, revenue would average €850 if all 34 bookings were fulfilled – compared to €163.20 CAC. That’s a profit of €686.80.‍
To test hair dressers’ revenue…we curated an in-depth lead generation campaign which produced 63 new contacts at a CPL of €5.51. We further conducted 49 customer discoveries to pinpoint the most suitable persona for the startup’s collaboration.‍
To test legalities…we performed all necessary legal checks.‍
To test competitiveness…we conducted thorough research on potentially pre-existing market multiples with similar characteristics both sector-wise and operationally.
‍To test the final service…we created the MVP (Minimum Viable Product) with enough enticing features to validate the concept and attract early adopters. And once we were confident to move forward, we onboarded and interviewed hair dressers who were the perfect fit.

Fotografia attuale:

The Present Status:

Start: April 2023
Round: Pre-seed €105K, Seed €400K completed
€240K Annual Turnover
Clients served: over 2.500
Average order value: €43

Founder

BIO

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Irene Giani

Founder

BIO

After a Master Degree in Marketing Management at the Bocconi University in Milan, Irene starts working at Facile.it, where she stays for 6 years and lives the transformation from a scale-up into a unicorn of the italian tech company that helps italians to save money comparing products. In her last role she is a Business Unit Director in charge of guiding the set-up of a new vertical focused on personal insurance, creating a dedicated team and designing the strategy of this new offer proposition ranging from travel insurance to pet coverages. After, she decides to try to experience a big multinational company focused on insurance brokerage but she understands very soon that this is not in her ropes and she desires more and more to undertake a different path. Daughter of entrepreneurs and grown up in her mom's perfumery, in 2023 she decides to follow her dream and found a start-up dedicated to beauty at home, with the goal of leading beauty to people' houses with a high-quality, fully digital and innovative service accessible to everyone.

contatti

CONTACTS

Yan Cataldo

Founder

BIO

Yan Cataldo is an impressive individual who began his career at a very young age. He worked as a factotum in a beauty salon at the tender age of 13, demonstrating his passion and dedication to the industry. When he turned 19, Yan became a partner in a company that owned three salons. This partnership allowed him to gain valuable experience and knowledge about the industry. In 2004, Yan decided to take a leap of faith and open his first independent salon in his hometown. His hard work and determination paid off, as the salon quickly became successful. Yan's salon had a turnover of 600,000€ and a team of 10 employees. Yan's career continued to flourish as he gained international experience in cities such as Milan, London, Amsterdam, and New York. These experiences allowed him to develop his skills and expand his knowledge of the industry. In late 2019, Yan made a strategic decision to invest in startups and launch a consulting company. He trained more than 30 businesses, including salons and professionals, by developing innovative business models and cutting-edge management strategies. In 2023, Yan joined Deeva as Co-Founder. The goal of the company is to bring the beauty industry directly into people's homes. With Yan's experience and expertise, Deeva is sure to be a success.

contatti

contaCTS