Innovation

Grandmama is an innovative platform addressing the complex challenges faced by families in Greece seeking caregivers for their elderly loved ones, particularly those dealing with health issues such as dementia. The business was born out of the personal experiences of the founders, with one partner facing difficulties finding a suitable caregiver for her mother, and the other dealing with the challenges of caring for a grandmother with both hip surgery and dementia. This led to the creation of Grandmama, a platform connecting families with a network of over 7500 vetted caregivers.

The platform offers a subscription-based model providing two main services: a digital platform and personalized assistance. The digital platform allows families to independently search for caregivers. On the other hand, the personalized assistance service involves a specialized care advisor who helps families by understanding their needs and proposing suitable caregivers.

Grandmama's innovation extends beyond connecting families with caregivers; it addresses societal challenges such as the lack of support for female entrepreneurs and the integration of diverse caregivers from 23 different countries. Furthermore, the platform aims to expand its impact by creating an ecosystem that may include additional services like bringing doctors to homes and offering specialized products for elderly care. By focusing on diversity, equality, and social impact, Grandmama contributes to achieving the UN Sustainable Development Goals, particularly those related to good health and well-being, gender equality, decent work, economic growth, and partnerships for the goals.

Inspiration

The leader was inspired to start the Grandmama platform based on personal experiences and a deep sense of social responsibility. The catalyst for the business was a traumatic incident involving the abuse of her grandmother by a caregiver. Vicky's motivation stems from a desire to create a positive impact on the lives of older people and their families, addressing the challenges they face in finding trustworthy and suitable caregivers. She shared a poignant moment from her family's experience that was the trigger for her to partner with Maria and create this Grandmama platform. Maria faced challenges finding a caregiver for her mother, leading to a partnership with Vicky, whose grandmother needed assistance after hip surgery and was diagnosed with dementia. Tragically, their initial experience with a caregiver ended in abuse, prompting them to establish a platform addressing the need for trustworthy caregivers.

Grandmama emphasizes the mission-driven aspect of their business, focusing on treating caregivers and families as equals. She articulates the commitment to creating a network of caregivers with a rigorous vetting process, stating, "We treat them as equals because caregivers want someone to find them a job, and if they experience some challenges and issues, we help them to solve them."

Furthermore, Vicky highlights the societal impact and challenges faced in a startup, especially as a female entrepreneur in Greece. Despite the ups and downs, she expresses passion for the social mission, stating, "I love what I'm doing. It's not a job. It's not a business; it's more than this. It's the social impact that it has for the older people, for the families, for the caregivers." Vicky's inspiration is rooted in creating a business that goes beyond profit, aiming to bring about positive change in society.

Overall impact

Grandmama, a platform connecting vetted caregivers with families in need of elderly care in Greece, emerged from a deeply personal experience.

In the short term, Grandmama has made a significant impact by providing a solution to the immediate challenge of finding trustworthy caregivers. With a network of over 7,500 vetted caregivers, the platform has assisted more than 5,400 families in securing suitable care for their elderly loved ones. The immediate effect is seen in the relief experienced by families who no longer have to navigate the complexities of caregiver hiring on their own.

Looking at the long term, Grandmama aspires to be a global company, with 30% of its workforce consisting of people with disabilities. This ambitious goal not only addresses the immediate need for caregiver assistance but also seeks to change societal perceptions and practices surrounding the employment of individuals with disabilities. The long-term impact lies in the potential transformation of societal norms and the establishment of a more inclusive work environment.

The evidence of Grandmama's impact goes beyond numbers, extending to the stories of caregivers from diverse backgrounds finding meaningful employment and families accessing quality care for their elderly members. The platform's recognition through awards, participation in incubation programs, and plans for educational initiatives and e-books further indicate its commitment to continuous positive impact in the field of elderly care.

Business benefit

The Grandmama platform, founded by Vicky Klimi and her business partner Maria, has addressed a critical societal need and achieved significant success and impact. The business model focuses on connecting vetted caregivers with families in Greece, particularly those dealing with elderly members facing health and caregiving challenges, such as dementia. "Our business model is subscription-based, one month to three month, we offer both digital self-service options and personalized assistance from care advisors" says Vickey.

The company's success is evident in its substantial impact on the community which has facilitated over 5,400 families in finding the most suitable caregivers for their elderly members. This accomplishment not only addresses a pressing social need but also contributes to the economic empowerment of caregivers, many of whom come from diverse backgrounds and face their own set of challenges.

Moreover, Grandmama has demonstrated resilience in the face of various challenges, including those posed by the geopolitical climate and the unique characteristics of the Greek market. Despite the hurdles faced by female entrepreneurs, the company has garnered recognition and awards, reflecting the quality and impact of its services. The platform's commitment to diversity is evident in its goal to have 30% of its workforce composed of individuals with disabilities, showcasing a dedication to social impact beyond profit generation.

In addition to its social impact, Grandmama has strategically positioned itself in the market through exposure gained from participation in programs, awards, and strong word-of-mouth referrals. The company's focus on building a scalable digital model while providing education and seminars to caregivers demonstrates a forward-thinking approach to addressing the evolving needs of the caregiving industry. As Grandmama continues to grow and potentially expand globally, it not only represents a successful business but also a catalyst for positive societal change, fostering inclusivity and improving the lives of both caregivers and the elderly.

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Social and environmental benefit

The platform provides two main services: a digital platform where families can independently connect with caregivers and a personal help service where a specialized care advisor assists in finding suitable caregivers. The digital service is scalable, but the personal help service requires a growing team to handle increased demand.

The platform's outreach primarily leverages social media channels like Facebook and Instagram, Google ads, and word of mouth. Grandmama has gained exposure through awards, participation in startup programs, and being part of Elevate Greece, the governmental hub for startups. Despite facing challenges, including financial constraints and geopolitical issues affecting potential investments, Grandmama remains committed to its vision of creating a global company with a diverse workforce, emphasizing social impact over monetary gains. Vicky Grandmama's passion for addressing societal challenges and making a positive impact on both caregivers and families is the driving force behind the company's journey.

Interview

Vicky Klimi, CEO