SweepSouth to Battle Fichaya, Others for Market Share in Nigeria
By Adedapo Adesanya
Johannesburg-based SweepSouth, the home cleaning service startup that was launched in 2014, is looking to hijack some customers from its competitors in Nigeria by offering quality services.
SweepSouth allows people to book home cleaning services at affordable prices and connects them with cleaners they call SweepStars, who are carefully vetted and are professionals with extensive experience in home cleaning.
Traditional domestic service agencies in Nigeria are mostly informal, and people who use these cleaners often have to find them by asking around their neighbourhood but the problem with this approach is that it is difficult to know if the cleaner is experienced.
Things are about to change as SweepSouth’s value proposition will help its customers find a cleaner in minutes and will deliver the best services.
The startup’s expansion in Nigeria is led by its new country manager, Ms Awazi Angbalaga, an operator who has worked across industries in the past eight years.
Ms Angbalaga noted that SweepSouth has been test-running its services in Nigeria for the last two months and that the uptake has been exciting.
“Although we’ve largely been testing out our service here, we have already had our first 300 bookings, and the feedback we’ve received backs our belief that our proposition is compelling to Nigerians. While we’re growing our bookings every week, our focus continues to be providing the best service to our customers,” she said.
At the moment, SweepSouth charges a base fee of N3,400 ($8) for cleaning a one-bedroom apartment and around N7,500 ($18) for cleaning a 3-bedroom apartment. The pricing is at par with what is obtainable with traditional domestic service agencies, which is important for a service which is aiming for mass-market adoption.
But SweepSouth will face competition from those traditional domestic service agencies and newer startups such as Fichaya which are now targeting Nigeria’s young working-class population.
Remote work and a growing class of young tech workers, who are willing to pay gig workers for services that make their lives easier, are powering the home services industry. Other startups in this space even offer home-cooked meals and laundry.
To break into the market, SweepSouth may also look to provide additional services such as its SweepSouth Connect, which links people with a wide range of professional artisans. SweepSouth Connect is already available in Kenya and South Africa.
The startup did not confirm if it will launch its Connect service in Nigeria but it stressed that for now, the focus is to reach mass adoption and provide exceptional service to customers.
At the moment, customers can only make bookings from the SweepSouth Nigeria website, but the startup shared that it will launch its app this month. The app will improve customer experience across the entire process from booking to leaving reviews for the SweepStars they’re matched with.