Dealt, a French startup previously known as Mon Super Voisin, secured a €6 million funding round ($6.5 million at today’s exchange rate) a few months ago.
More significantly, the startup underwent a major pivot. This funding round underscores that this new strategy was the right move. It’s a valuable lesson for early-stage founders contemplating a pivot but hesitant to take the step.
As the name suggested for French speakers, Mon Super Voisin was a typical freelancer marketplace for home tasks. Users could find a “neighbor” to help with tasks such as mounting a TV, assembling furniture, or deep cleaning their home.
The company realized that these were often one-off tasks that didn’t generate repeat customers. Even if clients found a gardener or a cleaning person through the platform, they would often bypass the platform entirely and pay the person directly.
Moreover, many of these tasks could be considered post-purchase services. For instance, after buying a washing machine, you might need help moving it to the right room and setting it up.
“Our business analysis showed that over two-thirds of our users’ requests during the time of Mon Super Voisin were retail customers needing help post-purchase,” Dealt co-founder and CEO Mickael Braconnier told Truth Voices.
That’s why Dealt now focuses on building a service platform for retailers rather than end customers. The company first collaborated with Mr. Bricolage, a well-known DIY retailer in France. Dealt operates a white-label platform for Mr. Bricolage to upsell services to its clients.
“We assisted them in developing their home delivery and installation offer. This encompasses the installation of products such as light fittings, curtain rails, mixer taps, toilets, and shower cubicles,” Braconnier said.
Before partnering with Dealt, some Mr. Bricolage stores had business cards of nearby craftspeople and would share these with customers. However, there was no upfront pricing, the shop didn’t get a cut of the transaction, and customers might choose another store offering proper installation services.
Dealt’s new strategy is more efficient as the company now operates as a software-as-a-service startup, aligning everyone’s interests. After an initial setup fee, Dealt’s clients pay a monthly subscription fee based on the number of stores using its tools and marketplace.
Retailers like Mr. Bricolage can then offer services and generate new revenue streams by taking a cut on each transaction. For service providers, it’s another marketplace to find clients.
For example, Jardiland, Truffaut, and Botanic work with Dealt to offer gardening services. Some gardeners may have their own client base but face quieter periods during winter. Partnering with Dealt can help supplement their income.
Other Dealt clients include Fnac-Darty, Orange, E.Leclerc, Conforama, Boulanger, 3Suisses, and Rue du Commerce. These retailers might use Dealt to offer services unrelated to new purchases, such as repairing items, transferring data between smartphones, or reselling old appliances.
La Poste Ventures (operated by XAnge) led the €6 million funding round, with participation from GO Capital, One Green, Holnest, Neo Founders, and several business angels.
Dealt currently collaborates with 10,000 service providers, 500 retail stores, and 40 e-commerce clients. The startup plans to expand to other European countries next year, starting with Belgium, Switzerland, and Spain.
