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Newly [Smart 100, 2017]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

… the founders, having worked in the health care/aged care space, noticed the difficulty of sourcing quality and verifiable carers for the most vulnerable populations that need them. With our online platform, Newly takes the risk out of employing good carers to look after the elderly and disabled. We currently work with providers to the aged and disability sector that represent about 20% of the market in Victoria. We aim to be the largest online market for carers in Australia, and at present we would have the largest database of carers nationally.

2. WHAT & HOW

The purpose of this innovation is to…

…address the huge gap in provision of care/support services in the aged and disability sectors. We ensure carers are appropriately qualified, addressing a rapidly growing demand for services and enabling this with smart tech.

It does this by…

…providing an online platform where carers can register their details and establish an online CV. We accrue carers using social media campaigns, allowing employers to search the database to find the best fit for needs. We offer varied employment options for carers enabling them to manage a portfolio of work, given the highly fragmented nature of employment in sectors we serve.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

There is a wide variation in the quality of carers and very few reliable indicators of good employment outcomes. Newly has partnered with clients and industry to conduct research into the most reliable domains to select for in the employment process. Out success rate is in excess of 90% compared with 30% for traditional recruitment methodologies.

Its various benefits to the customer/end-user include…

For organisations, we improve their retention rates by applying rigorous methodology to selection. For individuals, we provide peace of mind about the reliability and quality of carers who may be looking after your relative or family member.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…traditional forms of selection, at most carers would be interviewed and reference checked. This has led to a turn over rate in the sectors of 25%. Newly has created a process where multiple data points are used for assessment and matching, and we are automating these processes to enable cost effective solutions for the sourcing of reliable, quality carers.

Its predecessors/competitors include…

BetterCaring, Careseekers and Find a Carer. These organisations are run by people with no sector experience, have few carers on their databases (800 to 1200 cw Newly’s 12,000). Growth in the sectors has created a lot of interest.

5. TARGET MARKET

It is made for…

…service demand in terms of population needing care will triple to 3.5 million by 2050

It is available for sale through…

The current services are available via our website and via our call centre operations. Channels to market include a variety of aged care and disability service providers, individuals who need care and industry partnerships.

Our marketing strategy is to…

For carers we have very active social media campaigns via Facebook, Adwords, eDMs, jobs boards. Content is posted that is value ad in terms of content rich pieces on work, clinical issues and we also use video content to feature carers who work through Newly. For employers we use eDMs, sector media, events and thought leadership to gain traction.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: Newly – Smart 100 2017
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