1.Purpose
Homie - an all-in-one mobile platform designed to make your domestic helper management simpler,
clearer, and less stressful every single day at your fingertips.
•
•
(Target audience 1 – HK families) Resolving busy Hong Kong families’ frustrations in daily helper
management —
o Replacing scattered notes with organized, easy-to-follow training materials and guidance
o Reducing conflicting instructions from multiple family members
o Eliminating language barriers
o Preventing things from being forgotten
(Target audience 2 – Domestic helpers) Giving domestic helpers the dignity, clarity, and sense of
professionalism
o Providing clear tasks, visual instructions, and fair communication — helping them perform
better and feel more confident in their role.
By combining powerful daily management tools with smart self-matching and agency-matching features,
Homie modernises Hong Kong’s fragmented and often costly domestic helper ecosystem, creating a
smoother, more transparent experience for everyone involved.
2.Problem
Problem statement:
• Hong Kong families find the everyday management of their domestic helpers stressful and
chaotic.
• Busy families face difficulties coordinating instructions across multiple family members,
language barriers, and lack of organised tools — leading to miscommunication, wasted time, and
daily frustration.
Customer Verbatims
(real quotes from HK families & agency)
Problem
Description
Hard to coordinate
instructions
between multiple
family members
Different family members give
conflicting verbal instructions
with no central place to store
repeatable guidance, recipes,
or house rules.
Language &
communication
barriers
Helpers and employers
struggle to communicate
clearly and consistently,
especially for repeated tasks.
• “平時會拍片講俾佢聽點用屋企 d 野 同埋點
擺 d 野” (Carlotta)
• “佢用 AI 整咗份食譜…因為個姐姐整嘅嘢食
好難食 ” (Venus)
• “文字太抽象…除左炒菜同煲粥” (Carlotta)
• “中英對照 + 圖…指住張圖 再用國際手勢黎
溝通” (Venus)
• “雖然有 translate 幾好，不過未必會轉用呢
個 chat” (Venus)
Fragmented task &
timetable
management
No easy system for recurring
tasks, last-minute changes
• “想要有 recurring time series +改時間”
(Venus)
(e.g. interest class schedule),
or shared family visibility.
• “平時要帶仔仔 x2 去唔同興趣班，有啲興趣
班有時會改時間” (Venus)
Traditional reviews lack
credibility; accounting is
Ineffective or lowalready handled via
usage features
Alipay/Octopus; leave
management is rarely needed
for single-helper households.
Poor long-term
Current hiring focuses only on
retention due to
skills; personality clashes lead
personality/cultural to high turnover even after
mismatch
initial hiring.
Families spend hours
High time wasted
repeatedly researching
on daily research & recipes or handling renewals
admin
instead of focusing on
work/family.
• “評價嗰度我覺得都冇乜用，因為 reference
Letter 可信性好好多” (Elaine)
• “Accounting… i transfer through alipay… no
need to record manually” (Carlotta)
• “Leave: i only have 1 helper, no need to
manage leave like this” (Carlotta)
• “好多時呢啲 employment 關係係比較講人
夾人而唔係能力問題” (Elaine)
• “三餐唔洗日日 research” (Carlotta)
3.Solution
Key Feature
Elaboration on Key Feature
Pain Points Addressed
Actual Customer
Verbatim
“佢用 AI 整咗份食
譜…因為個
Upload photos or short videos
姐姐整嘅嘢
Centralised Daily
→ AI instantly creates
Chaotic instructions, lack
Management Hub
clear, bilingual,
食好難食
of organised
(Task List +
illustrated step-by-step
”
training materials,
Visual/Image-totasks or recipes.
(Venus)
“文
abstract
Task + AI Recipe
Supports repeating
字太抽象…
instructions
Generator)
items, quantity, price,
除左炒菜同
and store links.
煲粥”
(Carlotta)
Smart Recurring
Timetable /
Calendar
One-tap recurring events with
easy drag-and-drop
editing. Shared across
family members for full
visibility.
Hard to coordinate
instructions
between multiple
family members,
fragmented task &
timetable
management
“想要有 recurring
time series
+改時間”
(Venus) “平
時要帶仔仔
x2 去唔同
興趣班，有
啲興趣班有
時會改時
間” (Venus)
Language &
communication
barriers
“雖然有 translate
幾好，不過
未必會轉用
呢個 chat”
(Venus)
One searchable place for all
guidance, soft skills,
and house rules.
Families add once;
helpers refer daily.
Lack of organised training
materials,
repeated verbal
instructions
“平時會拍片講俾
佢聽點用屋
企d 野同
埋點擺 d
野”
(Carlotta)
Integrated
Contract, Payroll
& Renewal
Assistant
Links payments
(Octopus/Alipay) with
contracts and provides
step-by-step guided
self-renewal process.
High time wasted on daily
research & admin
“三餐唔洗日日
research”
(Carlotta)
Freemium Model
Focused
on Daily
Use
Core daily tools (tasks,
timetable, recipes,
chat) are free.
Premium unlocks more
AI credits, full history,
richer recipe library
with videos, and better
matching.
Families want free daily
use
“日常用都唔收佢
錢” (Elaine)
Improved
Matching
&
Personalit
y Fit (when
needed)
Skill-based search plus
optional
personality/compatibili
ty profiling and
blacklist. Secondary
feature since strong
daily management
improves retention.
Poor long-term retention
due to
personality/cultur
al mismatch
“好多時呢啲
employme
nt 關係係
比較講人夾
人而唔係能
力問題”
(Elaine)
Built-in Chat with
Instant
Translation +
Task Linking
Familiar chat experience with
real-time translation.
Attach tasks, recipes
or images directly in
the conversation.
Household
Knowledge Base
(Recipes, House
Rules, FAQ &
Training Materials)
4. Why Now
I. The "Digital Native" Employer Shift
•
•
The "New Boss" Generation: Most current employers are "Digital Natives" (born in the 1980s90s) who manage their lives—from banking to grocery shopping—via mobile apps. They view
paper-based management as obsolete and seek a professional, structured digital platform to
eliminate "verbal friction" and coordinate instructions across multiple family members.
Pervasive Mobile Infrastructure: Hong Kong boasts one of the world's most mobile-ready
environments. According to the Thematic Household Survey Report No. 82, 96.7% of households
have internet access and smartphone penetration is at 96.3%. This creates a matured ecosystem
where both employers and helpers are ready for a digital-first solution.
II. The Transition to Complex Care (The Aging Crisis)
•
From Cleaning to Caregiving: As Hong Kong’s population ages (over 20% aged 65+ in 2026), the
helper's role is shifting from general housework to essential home nursing and elderly care.
•
The "Sandwich Generation" Pressure: Working professionals caring for both young children and
elderly parents need a Remote Command Center. High-stakes tasks like medication schedules
and physical therapy routines are too critical for memory or fragmented WhatsApp messages;
they require a Digital Audit Trail for safety and peace of mind.
Bridging the Linguistic Gap: With the elderly often speaking Cantonese and helpers speaking
English, Tagalog, or Indonesian, Homie’s AI acts as the essential bridge for accurate, safe care.
•
III. Technology & Resource Maturity
•
•
•
•
Multimodal AI (Visual-First Communication): 2026 AI models (e.g., Gemini 2.5 Flash / SAM 3)
now support seamless Visual-to-Task workflows. The app can generate image illustrations from
simple text, ensuring helpers have a clear visual reference (e.g., specific recipe steps) to reduce
the risk of "doing things wrong."
Visual-to-Text (Instant Feedback): Helpers can take a photo of a finished task. The AI analyzes
the image against the "Employer's Rules" and provides instant feedback, closing the
communication loop remotely.
Agency Digitalization: Employment agencies are under pressure to reduce high turnover rates.
By partnering with Homie, agencies can offer digital "after-sales" support, transforming their role
from one-time brokers into long-term household success partners.
Actionable Government Knowledge: We transform fragmented static PDFs from the Labour
Dept/EOC into automated, interactive templates for active household compliance.
5. Market Size (TAM) – Version 2
Foreign
Domestic
Helpers
(FDHs)
Households
with FDHs
2026 Status & Market Context
Reference
Source
~368,000
(2024)
~365,000 –
368,000 (≈ 1
in 8)
Base Market. Post-epidemic rebound.
FDHs support nearly 1 in 8 local households
and ~9.6% of the total workforce. High
demand from dual-income families and
sandwich generation.
LegCo
ISSH02/2025
+ C&SD
Singapore ~316,900
~250,000 –
280,000 (≈ 1
in 5)
Serviceable Expansion. Record high
numbers.
MOM
Singapore
MOL Taiwan
Location
Hong
Kong
Taiwan
~232,000+
~200,000+
High Growth. New policy (Apr 2026)
expanding eligibility for families with young
children.
Malaysia
107,375
~90,000 –
100,000
Specific Segment. Domestic helpers within
larger foreign worker market.
OpenDOSM
Malaysia
South
Korea
~100,000
(Quota)
~80,000 –
90,000
Pilot Expansion. Increasing quotas for
childcare & aging crisis.
Korea.net
Policy
Japan
~5,000–
10,000
~5,000–
10,000
Regulated Pilot. Limited but growing
interest.
Japan Times
Key Hong Kong Metrics:
•
•
SAM (Serviceable Addressable Market): ~368,000 HK households (96%+ smartphone
penetration makes this highly serviceable).
SOM (Serviceable Obtainable Market): 37,000 – 55,000 households in Years 1–2 (10–15% of HK
SAM).
Most households employ 1 FDH. Households with 2+ helpers represent additional revenue upside.
6.Competition
App
HelperTask
Ministry of Helpers
HelperPlan AI
Nines
Focus
Daily operational
Structured daily schedules
AI‑assisted task
Estate‑level
clarity & instruction
& employer–helper
creation, visual
household & staff
transparency
instructions &
management
accountability
(digital house
manual)
Compan SuperHelp
Ministry of Helpers
Kalukan Pte.
Nines Services,
(Singapore)
Ltd.
Inc.
https://www.ministryofhelp
https://helperpl
https://ninesliving
sk.app/
ers.com/
an.ai/
.com/
Asia (Singapore)
Singapore (primary),
Singapore / Asia
US, Canada,
y
Website https://www.helperta
Region
Southeast Asia
global HNW
households
Highligh
• Multilingual support
•Daily/weekly/monthly
• AI
• Digital house
ted
with auto‑translation
helper schedules •Shared
photo‑to‑task
manual
grocery lists & recipes
creation
• Staff & vendor
•Integrated domestic
• Photo proof of
task management
helper hiring platform
completion
• Property &
• Room‑based
chores
asset tracking
• Agency &
Industry‑standard
multi‑househol
templates
d support
• Expert
•Built-in
estate‑manager
Chatroom
support
features •Step‑by‑step task
instructions
Merits
•
• Lightweight
• Explicitly helper‑focused
• Strong
• Extremely
• Easy to use
• Promotes fairness &
reduction of
comprehensive
• Clear for daily
transparency
language
• Suitable for
chores
• Simple routine building
friction
large/complex
• Visual clarity
households
•Language‑friendly
•Accountability
• High trust &
via photo
security
evidence
• Scales to
agencies
Limitati
ons
• No household
• Limited analytics &
• Can feel
• Very complex
calendar
insights
monitoring‑hea
•Overkill for
• No bill tracking
•Task‑centric, not
vy
single‑helper
• Lack of
collaborative OS
•Task execution
households
advisory/templates
•Region‑specific (SG)
over
•Not culturally
collaboration
optimized for
•No full
Asian helper
household
context
• Only text input
“mental‑load”
view
Price
Free
Freemium (paid plans for
Free for first
Premium
advanced features)
month
subscription
S$29 per month
(custom pricing)
Subscription plans
➔ Comment from Dr. P: Mark higher the price, but give a discount of the
first year/ first subscription
o With AI plan: can be much higher subscription $$
** consider customer’s willingness to pay as well
- Ministry of Helpers
Plan
Basic
Price (SGD)
Free
Billing
—
Paid features
Limited profile
views, forum
access, basic tools
Lite
S$35
1 month
Unlimited helper
profiles, chat &
video interview,
scheduler
Standard
Premium
S$89
S$199
3 months
Same as Lite, longer
(≈ S$29.67/month)
engagement period
12 months
Long‑term access,
(≈ S$16.58/month)
household
management tools,
training content
- Nines
Plan
Starter
Price (SGD)
USD $6,300
Billing
1 year
Paid features
Limited number of properties
and staff, admin and security
features, service depth
Standard
USD $9,000
1 year
Unlimited number of properties
and staff,
Full access to security features
and support service
Premium
Custom, quoted
1 year
after demo
Same as Standard,
Also allow Single Sign-On (SSO)
7.Product
•
A single system to run the household daily
•
Shared tasks, schedules, and chat — built for families + helpers
•
Visual, bilingual instructions → fewer mistakes, less friction
•
Knowledge hub replaces repeated verbal training
•
Designed for key-stakeholders care (kids & elderly)
Note for script
•
All‑in‑one household operating system with differentiated functions vs competitors
•
Daily task lists, shared schedules, and centralized chat (with translation)
•
Knowledge & training hub: recipes, care routines, and household instructions
•
Dedicated helper app: tasks, schedules, leave, and reputation building
•
Regulatory‑aware features: contract tracking, reminders, and compliance support
•
Hring: skill‑based matching with verified profiles and reviews
8.Business Model
Free → Daily Use → Subscription → Premium → Add-ons
•
•
Primary payers: families; secondary payers: licensed agencies
Free entry to drive adoption and accelerate go‑to‑market
•
Employer subscriptions: HK$68–498 per month (core revenue driver)
•
Agency revenue: listings, lead fees, and targeted advertising —> Reduce CAC & scale distribution
•
Optional add‑ons: renewals, compliance, payroll, FAQs from government documents
•
Recurring revenue with low marginal cost and high lifetime value
Plan
Price
Basic
HK$0
- Basic Tasks
- Basic Chat
- Single user
coordination
Standard
HK$68/month
- Unlimited tasks
- Recurring
schedules
- Multi-user
coordination
- AI (Limited token)
HK$680/year
Premium
HK$128/month
HK$1180/year
Features
- Everything in
Standard
- AI (Unlimited
token)
- Key-stakeholders
care templates
9.Team
Elaine
• QA Automation Engineer
Carlotta
• Business Analyst
Francesca
• Product Manager
Venus
• Business Analyst
Ernest
• System Analyst
Wayne
• Platform Engineer
Why This Team Will Win
•
•
•
•
•
Real-life domain expertise — multiple team members have direct experience hiring and managing
domestic helpers
Strong agency network and existing partnership with one local agency (huge go-to-market
advantage)
Combined technical + business skillsets from CUHK Master’s in IT Management program
Deep understanding of core problems (task coordination, language barriers, training materials,
accounting)
Positive validation — agencies and potential users already expressed strong interest during
interviews
10.Financials
Headline
“HK$150k Raise → Path to HK$11.2M – 16.5M Revenue in 3 Years”
Early Traction
Milestone
Status
Agencies Interviewed
2
Families on Beta Waitlist
10
Agency Adoption Commitment
1 agency agreed to Beta trial
Key Assumptions
•
•
•
•
MVP largely built in-house by the 6-member team
Freemium model: Core features free → Premium at HK$68/month
Beta launch targeted for Q3 2026
3-month free trial for all users; 12-month free trial for agencies
Capital Required
•
HK$150,000 (15 month runway)
Use of Funds
Category
Backend &
Infrastructure
Allocation
35%
Amount (HK$)
Notes
52,500
Cloud (AWS/GCP/Firebase free tier + paid),
database, basic APIs, security, domain/app store
fees. Heavy in-house → much lower than outsourced.
Marketing &
Acquisition
25%
37,500
Light Facebook/Instagram ads (test campaigns),
beta incentives/gifts for families & agencies, content
creation tools. Focus on free groups.
Design, Testing
& Polish
15%
22,500
UI/UX tools (Figma), user testing participants, minor
freelance design/help if needed.
Legal &
Company
Setup
15%
22,500
Incorporation, basic contracts, IP/trademark,
compliance (important for HK).
Tools &
Miscellaneous
10%
15,000
Operation cost
Total
Analytics (Google/Firebase), design tools,
communication, miscellaneous.
AI tokens for AI features. Salaries.
100%
HK$150,000
15 month runway
3-Year Projections (Post-Beta)
Year
Year 1 (2026)
Year 2 (2027)
Year 3 (2028)
Paying Subscribers
40 – 120
3,800 – 6,300
12,000 – 17,000
ARR (Premium)
HK$0.03M – 0.10M
HK$3.1M – 5.1M
HK$9.8M – 13.9M
Total Revenue
HK$0.05M – 0.14M
HK$3.6M – 5.9M
HK$11.2M – 16.5M
Unit Economics
Metric
Target
Average revenue per user (ARPU)
HK$68 / month
Customer acquisition cost (CAC)
HK$80 – 150
Lifetime value: Customer acquisition cost (LTV:CAC)
> 7x by Year 2
Path to Profitability
•
•
•
Break-even: Q3 2027 – Q1 2028 (Month 14–19 after Beta launch)
Year 2027 becomes cash-flow positive in the second half
Fully profitable (cumulative breakeven) by early 2028
Demo enhancement:
Hardcode AI:
1. Tell AI: "I want to drink carrot pork soup tonight"
2. AI reply:
a) Found saved recipe [Show preview photo of the food in recipe]
b) Added task
Task 1: buy ingredients [with ingredients/quantity/where to buy]
Task 2: Cook dinner [with recipe]) to timetable with guidelines and recipe
c) Sent message to helper [ Include link to the tasks ]
Task details
1. need to allow to add link, upload doc/ image
2. translation
Hide out-scope feature:
1. Find helpers