In-​home Care Market Continues to Grow

Whether consumers are looking for babysitters or home health care, they are increasingly turning to online vendors for service and venture capital firms are taking notice.

Some of these organizations operate as subscription-​based membership organizations. Seven-​year-​old Sittercity initially started as a matching service for parents seeking babysitters, but it has evolved into an organization that also helps consumers seeking pet care, home care and senior care services. And to grow the business, Sittercity has begun to form partnerships with corporations who want to provide assistance to help employees balance work-​family demands.

Earlier this year, private-​equity investors poured $7.5 million into this business concept indicating that additional growth in this market is expected. These companies will need aggressive marketing plans to educate consumers and to stand apart from the competition. According to Sittercity, an innovative online marketing campaign is a must.

Have similar businesses started up in your market area?

[Source: Sittercity release, January 28, 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.