An online marketplace called SeniorServe aims to connect seniors needing care services with caregivers. The $80 billion home care industry is not currently online. SeniorServe plans to generate revenue through transaction fees from matching seniors and caregivers, referral fees to senior homes, helping reduce hospital readmission penalties, selling senior care products, and rewarding caregivers. The founders have experience in healthcare startups and technology.

1. An Online Marketplace for Senior Care
Sector: Healthcare, Senior Care
Market: $80b Home Care Industry
Stage: Pre-Seed

2. The SeniorServe Team
Core Team
• Evin Ollinger – Founder, CEO. Evin’s fourth startup. Distribupro $0 - $12M in 3yrs,
acquired by Computer Associates, Chronos Software $0 - $5M in 4yrs, acquired by Day
Runner and Time Design, OneVoice (tech behind Google’s Translate button). ATT’s
spinout of its Language Line healthcare division into a rapid growth standalone
company, ($68M - $147M, acquired for $722M, ABRY Partners). 30 years in high-tech
software and online services in B2B and B2C markets, healthcare and CPG industries.
• Brent Daugherty – Co-founder, M.S. CS, EE UNC. Mobile Web Application Developer
at Eveo, the leading healthcare digital agency. Lead developer on award winning web
apps for major pharma and healthcare accounts. Worked at Wells Fargo and Lending
Tree in consumer facing transaction apps. Expertise is in user-facing, web and mobile
applications. HTML5/CSS3, JavaScript, Photoshop, Node.js, Ruby on Rails,
SQL/NoSQL, C/C++, among others.
• Mary Stanton – MSW, LCSW. Senior Web Architect HealthCommunities.com, Mary
managed the content creation and web development/marketing teams for 28 websites
and 3,000 physician clients for eight years. Senior care experience in case
management in geriatric social work and in-home senior care for agencies. Masters in
Social Work, Smith College, and a BA in Nonprofit Management, Amherst.

3. The SeniorServe Team
Advisors
• Ben Cox – Advising CTO. 15 years experience leading programming teams in large-
scale systems development. Expertise in UI technologies to back-end data integration
and search at scale. Corporate work for Coca Cola (global marketing simulation/
optimization platform), Integration Architect, Grid Data (data integration platform for a
Fortune 100 hardware company), Shop.com (merchant content acquisition system).
His latest work is crowd funding site, Rallyme.com.
• Carlos Berlanga – Advisor SEO/Google/FB Marketing. Carlos works at Google in
Adwords and search positioning programs for major clients.
• Fara Gold – 20 yrs VP-level management in senior care industry. Well known industry
leader. Helped A Place for Mom raise $10M round as industry expert.
• Ned Rozbicki – Advisor Insurance & Regulatory. 20 Years insurance for healthcare,
home care agencies. Brick and mortar and online experience.
• Cara Sansonia, J.D. – Advisor Healthcare, Elder Law, Medicare Regulatory and Legal
Affairs.
• Katy Fike pHD – Founder & CEO Aging 2.0 Leading expert in emerging online
services and products for the senior market.

4. SeniorServe Online Marketplace for Senior Care
Transaction platform for
senior care – find and hire Friends
Seniors caregivers for daily tasks & Family
SeniorServe
Caregivers &
Home Helpers

5. SeniorServe Online Marketplace for Senior Care
My My Sister
3,000 miles
Parents in NYC
Transaction platform for
senior care – find and hire Friends
Seniors caregivers for daily tasks & Family
SeniorServe
Caregivers &
Home Helpers

6. SeniorServe Your Care, Your Home, Your Way Log In
Find the perfect home caregiver
City, State, or Zip Search
Trusted, Reliable, Caring Helpers View All Caregivers
 
Select a caregiver to learn more
Free Assessment Get Tasks Done
• Match with the Best Caregiver • Transportation, shopping
• Construct a Care Plan • House cleaning, handyman
• Completely Free! • Cooking & more!
Request a Free Assessment » Post a Task »
Senior Care Stories

7. SeniorServe Care Plan
Care Plan Pay for Help
Pay for Help Government Resources Diseases Assessments
Discounts
Refine Search San Francisco, CA Home Care - 950 Caregivers
Location
Kaili B. 30 years old
San Francisco, CA (94103)
1 year(s) of experience
San Francisco, CA 0.26 miles away
Student
Gender Hello,
My name is Kaili and I am a very friendly and
easygoing person. I love to stay busy and have
fun. I am full time student at City College of S ...
Language Insured Read More
Bonded
Learn More About Kaili
Other options Reviewed
Live in position
Portery M. 54 years old
Has own transportation
San Francisco, CA (94103)
23 year(s) of experience
Non-smoker 0.26 miles away
Homemaker/Companion
Hi my name is Portery McFadden. I enjoy helping
Search people help themselves. I view myself as a
motivating, positive person. One of my greatest
skills is ...
Insured Read More
Bonded
Learn More About Portery
Reviewed

8. SeniorServe Care Plan
Care Plan Pay for Help Government Resources Diseases Assessments
Discounts
Elizabeth T. 39 years old
12 year(s) of experience
San Francisco, CA (94110)
Interview Elizabeth Hire Elizabeth
Compassionate and Experienced
Caregiver/Geriatric Massage Therapist
Hello! I am a Certified Nurse Assistant (CNA) for
over a decade as well as a Licensed Massage
Save Email
Practitioner living in San Francisco. In my
massage practice, I specialize in treating
Verifications conditions usually associated with the aging
process. My caregiving specialties are dementia
SeniorServe Insured care, incontinence care, ADL's, companionship,
cooking and travel care. Currently I am working on
SeniorServe Bonded advanced studies in Neuromuscular Massage
Therapy and Hospital Massage Therapy.
CNA License Verified
Email Verified
SeniorServe Reviewed
DOJ Smart Search
Name Verified
Date of Birth Verified
Background Checked
2 References Listed

9. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s
Find help for Mom
Medication Status Update
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle New Caregiver Request Pending
Care Charts Elizabeth T. has been sent a request.
Care Notes
Hi honey, I need the gutters cleaned for winter, some boxes moved from
Mom’s Tasks the basement and some light bulbs changed.
past tasks
household help
transportation
shopping
computer help
other

10. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s
Find help for Mom
Medication Status Update
Create Task
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle Pick a task category
Care Charts
house cleaning exercise & rehab moving
Care Notes
Mom’s Tasks transportation office help companionship
shopping gardening pet care
past tasks
handyman financial & legal other
household help
cooking meals event help
transportation
computer help pickup & deliver
shopping
computer help
other

11. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s
Find help for Mom
Medication Status Update
Create Task
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle Pick a task category
Care Charts
house cleaning exercise & rehab moving
Care Notes
Mom’s Tasks transportation office help companionship
shopping gardening pet care
past tasks
handyman
handyman financial & legal other
household help
cooking meals event help
transportation
computer help pickup & deliver
shopping
computer help
other

12. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s Find help for Mom
Medication Status Update
Create Task
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle
Describe Task Pick Helper Review & Post
Care Charts
Care Notes Task for Handyman Select Past Handyman Task
Mom’s Tasks
Title: Enter your task title
past tasks
household help
Description: Enter your task description
transportation
shopping
computer help
other Location: Mom’s House Other Location
When: Date at Time for How long
Task repeats regularly

13. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s Find help for Mom
Medication Status Update
Create Task
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle
Describe Task Pick Helper Review & Post
Care Charts
Care Notes Task for Handyman Select Past Handyman Task
Mom’s Tasks
Title: Clean gutters, move heavy boxes
past tasks
household help
Clean all house gutters for winter rains, will need ten foot ladder.
Description: Medium size house. Move 4 boxes up from basement and allow
transportation
my Mom to go through them and then move back down. Fix
two light bulbs.
shopping
computer help
other Location: Mom’s House Other Location
When: 2/10/2013 at 3:00 PM for 3 hours
Task repeats regularly

14. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s Find help for Mom
Medication Status Update
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle
Price: $ 60 $60 suggested price
Care Charts
Care Notes Post as Pay Request to Care Circle (?)
Mom’s Tasks
Select Helper: Pick from List
past tasks
Fav Helper
household help Pick from List
Next available
transportation
shopping Save & Continue
computer help
other

15. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s Find help for Mom
Medication Status Update
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle
Price: $ 60 $60 suggested price
Care Charts
Care Notes Post as Pay Request to Care Circle (?)
Mom’s Tasks
Select Helper: Fav Helper
past tasks
household help
transportation
shopping Save & Continue
computer help
other

16. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s Find help for Mom
Medication Status Update
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle Caregiver Accepted Tuesday at 10am
Care Charts Elizabeth T. has accepted your request.
Care Notes
Task for Handyman Tomorrow at 3pm
Mom’s Tasks Your task has been created and has received a response.
past tasks
Hi honey, I need the gutters cleaned for winter, some boxes moved from
household help the basement and some light bulbs changed.
transportation
shopping
computer help
other

17. Back
Back Check In
Client:
Joan Senior (415-555-2359)
Notes:
Today at 3pm. Clean all house gutters for
winter rains, will need ten foot ladder....
Address
San Francisco, CA
Directions Search Nearby Save More
Start Task
Start Task

18. Back
Back Check Out
Notes:
Your mom enjoyed looking through
the boxes. She found some pictures
from your childhood.
Senior’s Weight:
110 lbs
Upload Picture
Upload Picture
Confirm Task Complete
Confirm Task Complete

19. Back
Back Confirmation
Task:
Clean all house gutters for winter rains,
will need ten foot ladder. Medium size
house. Move 4 boxes up from
basement and allow my Mom to go
through them and then move back
down. Fix two light bulbs.
Expected Time:
3 hours
Actual Time:
3 hours and 22 minutes
Senior Confirm
Senior Confirm

20. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Mom’s Care Plan
Doctor’s Find help for Mom
Medication Status Update
Create Task Find Caregiver Appointment Reminder
My Caregivers
Care Circle Handyman Task Completed 2 hours ago
Care Charts Your mom enjoyed looking through the boxes. She found some pictures
from your childhood.
Care Notes Weight: 110lbs Picture: View Picture
Mom’s Tasks Payment: $60 Time: 3 hours and 22 minutes
past tasks Approve Dispute
household help
Caregiver Accepted Tuesday at 10am
transportation
Elizabeth T. has accepted your request.
shopping
Task for Handyman Completed
computer help
Your task has been created and has received a response.
handyman
other
other Hi honey, I need the gutters cleaned for winter, some boxes moved from
the basement and some light bulbs changed.

21. SeniorServe Care Plan Pay for Help Government Resources Diseases Assessments
Discounts
Your Care Plan View All Caregivers
Doctor’s
Medication
 
My Caregivers
Select a caregiver to schedule a task with them
Care Circle
Care Charts
Care Notes Joan, How can we help you?
Your Tasks Create Task Find Caregiver Appointment Reminder Status Update
past tasks
household help Jim was a nice fellow, and the gutters looks great. Thanks guys.
transportation
Caregiver Accepted Tuesday at 10am
shopping Elizabeth T. has accepted your request.
computer help
Handyman Task Completed 2 hours ago
handyman
other You approved this task.
other
Hi honey, I need the gutters cleaned for winter, some boxes moved from
the basement and some light bulbs changed.

22. SeniorServe Online Transaction Platform & Care Circle
One Transaction
= Trusted Care
= Care Circle Friends
Seniors & Family
= Affordable
= Health Info
SeniorServe
Caregivers &
Home Helpers

23. In-Home Senior Care Market Size
$80b
40M Market 44M
Seniors Friends
& Family
33,000
Agencies

24. Market Opportunity – Industry Not Online
$80b
40M Market 44M
Seniors Friends
& Family
33,000
Agencies

25. Integrated Revenue Model
• Transaction Service Fees – 12% - 33%
• Referral Fees – Assisted Living & Senior Homes. $2k - $10k/closed
lead, 60k/mo. leads, trusted lead generation partner wanted.
• Discharge Penalty Reduction – Hospitals & Rehab Centers.
Medicare readmission penalty 1% - 7%. 1 in 5 seniors. Integrated
discharge to trusted in-home senior care partner wanted.
• Product Sales – Senior Channel. Remote medical monitoring and
home alert device sales and monthly monitoring income.
• Caregivers Rewarded – Paid 100% of the task. Not minimum wage.

26. Integrated Revenue Model
• Transaction Service Fees – 12% - 33%
• Referral Fees – Assisted Living & Senior Homes. $2k - $10k/closed
lead, 60k/mo. leads, trusted lead generation partner wanted.
• Discharge Penalty Reduction – Hospitals & Rehab Centers.
Medicare readmission penalty 1% - 7%. 1 in 5 seniors. Integrated
discharge to trusted in-home senior care partner wanted.
• Product Sales – Senior Channel. Remote medical monitoring and
home alert device sales and monthly monitoring income.
• Caregivers Rewarded – Paid 100% of the task. Not minimum wage.
1st National Provider = SeniorServe

27. An Online Marketplace for Senior Care
Sector: Healthcare, Senior Care
Market: $80b Home Care Industry
Stage: Pre-Seed