Eden Life, a Nigeria-based startup that is digitizing a home service for homes across Africa, has raised $ 1.4 million in funding to increase its market share, bringing its total investment to $ 2 million. of dollars.
The investment round was led by LocalGlobe with participation from Africa-focused venture capital firms, Future Africa, Samurai Incubate, Village Global, Rising Tide Africa and Enza Capital.
Eden Life was founded in 2019 by three former staff members from Andela, Nadayar Enegesi, Prosper Otemuyiwa and Silm Momoh, on a $ 600,000 pre-seed round of friends and family, to target millennials and Gen Z who are too busy to juggle household chores with their jobs, especially those in the tech space.
According to Enegesi, CEO of Eden Life, who moved from Canada to co-found Andela, Eden Life was founded to help improve the lives of people as they grapple with the hectic realities of Lagos. Enagasi himself, who usually worked long hours, had a frustrating experience hiring people to take care of his house.
“At first, it was difficult to find trained people who could handle household chores properly,” he told TechCabal in an interview. So he and his co-founders created Eden Life not only to help people manage their household chores, but also to bring in well-vetted and well-trained professionals.
Currently, the Eden Life application allows users to outsource their laundry, cleaning and meal delivery to licensed professionals, called “gardeners”.
Quality assurance is the key
Quality assurance is a major concern in the provision of home services. Enegasi said that Eden Life’s quality assurance processes are well documented for all their verticals: for food, customers need to get delicious and healthy food on time; for laundry, customers’ clothes must be clean and be delivered to them within 48 hours with integrity; for cleaning, guests’ living spaces must be cleaned and furnished to their liking.
Eden Life’s platform allows its users to continuously provide feedback on all aspects of its services. They then use the data to compile their customers’ preferences and come up with suggestions that rightfully serve their various feedback.
Eden users pay an average subscription of 42,000 ($ 100) per month to access a daily food delivery plan, weekly cleaning, or bi-weekly laundry plan. Eden Life is said to have over 600 users with a 92% monthly retention rate and over 70% new users integrated through referrals. The company said it has provided more than 60,000 services since its launch.
The startup said it will use the new capital to build and evolve its internal technology and train and expand its team.
This seed funding will fuel Eden’s vertical integration strategy, which plans to own and manage its entire supply chain and deliver its services without the need for third-party vendors. The startup wants to have physical facilities where chefs prepare meals, laundry is processed quickly, and cleaners are trained to provide high-quality service.
Speaking about their investment in Eden Life, Remus Brett, General Partner of LocalGlobe, said: “We have fallen in love with Eden Life’s vision for the future of home care in Africa. Combining this advantage with a core team that has a proven track record of building African technologies to unmatched levels places Eden Life on an exciting growth path. “
Regarding the expansion, Enegasi said he has received many inquiries from cities across Africa – Nairobi, Cape Town, Tel Aviv, Cairo and even Sokoto which is in northern Nigeria. He said, however, that the startup would continue to expand in Lagos, the most populous city in the country, for the time being.
“Right now our goal is just to make it work really well in Lagos. Lagos is a very difficult city to operate, ”said Enegasi. “So we’re learning a lot, and as our platform becomes more resilient and mature, we can talk about what’s next. ”