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MissionPossible

Start-up Story: Mission Possible

Idea: Mission Possible is a SAAS cloud platform where companies buy credit for their staff as a reward, recognition or as part of their employment package. We believe that the current job market is inflexible; we will be getting local communities to list and undertake projects = create liquidity in the job market and get people working again.

How we came up with Idea

Since 2004, Tara Dalrymple has operated a lifestyle management service in Ireland called Busy Lizzie. Demand remains high, and is increasing with growing workloads and working hours. Partnering this with a change in consumer habits, an increase in mobile technology and more people working in the cloud– a new business opportunity has become clear.

This opportunity will take form through the re-engineering of the original Busy Lizzie model, utilising strong, current market intelligence – resulting in a new, online business model.

The Problem

Time paucity. Symptoms constant – a desperate desire to squeeze more hours in/day and most acutely experienced in women. The fast pace of life is fuelling demand for lifestyle services, as consumers invest in goods/services designed to simplify life and allow them access to the much ‘sought-after’ time for leisure or important life activities.

The past 7 years have seen primetime evening TV schedules filled with lifestyle orientated programmes. The market for help in the home is set to rise as consumers seek new ways to manage/outsource housework in order to have more time working/maximise leisure time.

Hectic working lives are creating demand for consumer goods. So-called convenience seekers” have the longest working hours in Europe and need to make their lifestyles easier and less stressful. 40% of adults are enjoying a good balance between work and home life, research by Mintel has indicated.
A study conducted by the Families and Work Institute state it is now necessary for 78% of married couples to work to allow their family unit to function. The impact of this? Less time

The Solution

Lifestyle management services hit the mainstream at about the same period work:life balance surfaced as a critical employee need. Ever since, the number of employers offering concierge and convenience services as an employee assistance programme (EAP) has grown significantly. Progressive companies realise that the most important factor in increasing loyalty/commitment is management’s recognition of the need to balance personal/family time. Employers that overcome these misconceptions realise that the web is a useful life management tool for time-starved individuals.

In specific sectors, EAP and similar work/life balance mechanisms are put in place as key staff retention strategies [Google US as one example]. Why? Because in a fiercely competitive labour market, such as the Tech sector, salary is not the only driver in staff retention. More family-friendly policies, staff benefits and supports are considered critical in HRD and staff retention.
According to PwC, European technology companies have the lowest absence rates of any sector, at 7.6 days. Xerox estimates that it has saved over £1m over the last 5 years.

Personal & Business Background

Tara Dalrymple has a BA Hons graduate from Gloucester University in Human Geography and Business Information Technology. Tara began her career in London working as an account manager for a business to consumer PR agency, moving to international publishers Dorling Kindersley in their marketing and PR department, from there a move into Financial PR for Financial Dynamics working with internet listed companies. With finance and IT industry experience Tara worked as an IT Consultant for investment, Tier one and two banks and financial software companies.

Before moving to Ireland, Tara worked for Marks & Spencer in the head office in their licensing department with spend of £98.0m pa across GM and Kidswear spend of £55.0m pa. Internal liaison with film studios, legal, design & licensing agencies regarding contracts negotiation, property selection, deal memos, trend research and product sign-off. Part of DB07 (David Beckham exclusive license held by M&S) team, winners of the LIMA (International Licensing Industry Merchandisers Association) Celebrity/Personality License of the year 2002/2003.

Written  by Tara Dalrymple. For more information visit http://www.missionpossible.ie.

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