INSUBCONTINENT EXCLUSIVE:
When it comes to shift workers communicating with each other in the workplace when they are not face-to-face, gone are the days of cork
Now, the messaging app is the medium, and today one of the startups tackling that opportunity in a unique way has raised a round of funding
to get to the next stage of growth.
Crew, a chat app that specifically targets businesses that employ shift workers who do not typically sit
at computers all day, has now raised $35 million in Series C funding fromDAG Ventures, Tenaya Capital and previous backers Greylock
Partners, Sequoia Capital, Harrison Metal Capital and Aspect Ventures
With the funding news, it also announcing the launch of a new feature called Crew Enterprise, which helps businesses better manage
messaging across large groups of these workers.
The funding and new product come on the heels of the company hitting 25,000 organizations
using its service — many of them multi-store retailers with an emphasis in the food industry; household names like Domino Pizza and Burger
King — with some strong engagement
Its users are together sending some 25 million messages or responses to other messages each week, on average six times per day per user,
with more than 55 percent of its whole user base logging in on an average day.
There are quite a lot of messaging apps out in the market
today, but the majority of them are aimed at so-called knowledge workers, people who might be using a number of apps throughout their day,
who often sit at desks and use computers alongside their phones and tablets
Crew takes a different approach in that it targets the vast swathe of other workers in the job market and their priorities.
As it turns out,
co-founder and CEO Danny Leffel tells me that those priorities are focused around a few specific things that are not the same as those for
the other employment sector
One is to get the latest shift schedules for work, especially when they are not at work; another is to be able to swap those shifts when
they need to; and a third, largely coming from the management end, is to make sure that everything gets communicated to the staff even when
they are not in for work to attend a staff meeting.
&Some of the older practices feel like versions of a Rube Goldberg machine,& he said
&The stories we hear are quite insane.& Shift schedules, he said, are an example
&Lots of workplaces have rules, where you can&t call in to check the schedule because it causes employees to come off the floor
One hotel manager told us he couldn&t hold staff meetings with everyone there because he runs a 24/7 workplace so some people would have to
One store GM from a supermarket chain told us that the whole store has only one email address, so when an announcement goes out, the GM
prints that and hands it to everyone
And the problems just compound when you talk to them.&
Crew is by no means the only business internal messaging service that is aiming to
provide a product specifically for shift workers
Workplace, Facebook own take on enterprise communications, has also positioned itself as a platform for &every worker,& and has snagged a
clutch of huge clients such as Walmart (2.2 million employees globally) and Starbucks (254,000) to fill out that vision.
Leffel, however,
paints a sightly different picture of how this is playing out, since in many cases even when a company has been &won& as a global customer
that hasn&t translated to a global roll out.
&Starbucks is theoretically using Workplace, but it been deployed only to managers,& he said
&We have almost 1,000 Starbucks locations using Crew
We knew we had a huge presence there, and we were worried when Facebook won them, but we haven&t seen even a dent in our business so
far.&
Leffel has had some previous experience of getting into the ring with Facebook — although it hasn&t ended with him the winner
His previous startup, Yardsellr, positioned itself as the &eBay of Facebook,& working as a layer on top of the big social network for people
It diedin 2013, when Facebook took a less friendly turn to Yardsellr using Facebook social graph to grow its own business (it was a time
when it was cutting off apps from Zynga for similar reasons)
Today, Facebook itself owns the experience of selling on its platform via Marketplace.
Crew seems to have found a strong foothold among
enterprises in terms of its usefulness, not just use, which is one sign of how it might have more staying power.
Asurvey it conducted among
50,000 of its users found that 63 percent of leaders who use Crew report fewer missed shifts and 70 percent see increased motivation on
Crew worked out that among respondents, it is generating time savings of four or more hours per week for 93 percent of surveyed managers
And because of better communication, people are working faster when handing off things to each other on the front line — a Domino Pizza
franchisee sped up delivery punctuality by 23 percent as one example
(The company offers services on three tiers, ranging from free for small teams, Pro at $10 per month per location and to Enterprise priced
on negotiation.)
Crew new enterprise tier is aiming to take the company to the next step
Today, Leffel says that a lot of its customers are buying on a location-by-location basis
The idea with Crew Enterprise is that larger organizations will be able to provide a more unified experience across all of those locations
(not to mention pay more for the functionality)
Managers can use the service to message out details about promotions, and they have a better ability to manage conversations across the
platform and also get more feedback from people who are directly interacting with customers
Meanwhile, admins also gain better ability to manage compliance.
If some of this sounds familiar, it not just because Workplace is the only
one that is also targeting the same users
Dynamic Signal and Zinc (formerly Cotap) are two other startups that are also trying to provide better messaging-based communications to
more than just white-collar knowledge workers
Crew will have its work cut out for it, but there is a lot of room for now for multiple players.
&We are seeing a shift in the marketplace,
going from ‘absolutely don&t use your phone at work& to ‘don&t use it when customers are present,'& Leffel said of the opportunity
&Some have started to change the rules to allow workers to use their own phones to perform price checks
We are solving for this evolving workflow.&
