You can call it a first-world problem. Or you can say it distracts people from their passions and contributions to the world. Either way, laundry is a chore, and new Y Combinator startup Prim wants to do it for you. You can schedule Prim online to come to your place, pick up your laundry, have it washed and folded at a top-notch laundromat, and deliver it back to you. $25 for a bag. It’s that easy.
Prim’s Stanford-educated founders originally came into Y Combinator to build an in-video advertising platform, but the business wasn’t there. The idea for Prim was scattered all over their floors. See, co-founder Yin Yin Wu’s boyfriend worked at Facebook, where they have free laundry service. His clothes ended up neatly washed, folded, and in his drawers rather than in heaps waiting to be done. That meant he could focus on his job and life. Yin Yin thought, “why couldn’t this service be available to anyone?” So they created Prim.
Currently Prim operates in San Francisco, Mountain View, Palo Alto, and Menlo Park – home to the world’s busiest techies. You go online and select from their upcoming 9am-11am or 8pm-10pm pickup and drop-off windows. You throw your clothes in a garbage bag and wait for Prim’s text that it’ll be there in 15 minutes. The driver calls when they arrive. You can hand them the bag, leave it with your doorman, or if you’re comfortable, give them a copy of your key or send a photo of it and they’ll make a copy so they can just come into your place and grab the bag.
Their driver takes the sack of clothes to be tagged and brings it to a well-rated local laundromat with a track record of flawless jobs. Within two days you get notified to confirm your delivery, and Prim brings the washed and folded clothes back in high-quality nylon satchels. It even ties together your stacks of shirts or whatever you wouldn’t want wrinkled so they stay prim and proper. See! That’s where they got the name! You got that already? Sorry.
The cost is $25 for the first bag of each pickup and $15 for the additional ones. That’s a bit more expensive than you can expect from a laundromat’s wash and fold, but you get the pick-up and delivery included. Because Prim brings in so much business, it gets discounts from the laundromats so the price stays reasonable. Prim strives for perfection, but in case anything gets lost or damaged, Wu says Prim has insurance and will refund you 100% of the cost of your clothes. “If there’s any mistake, we try to bend over backwards for our customers” says Wu.
The idea is that as Prim gets bigger, it can use economies of scale to improve its margins and lower its costs. While it’s only in the Bay Area now, expansion plans don’t include the sprawl of LA (where Wash.io operates) or fighting the specialized competitors in NYC. Instead it’s looking at Seattle, Boston, and other dense cities full of time-strapped knowledge workers. In SF, Prim will have to battle LaundryLocker where you drop your clothes in a public locker, and delivery services like Sfwash (where you pay by the pound), Sudzee (which requires special lockable bags), and some other local services.
Prim differentiates through simplicity and its flat rate. The risk is that the price is too high and it can’t get traction, or too low that it can’t squeak out a profit. Getting the balance right and giving people a great experience will make or break the startup.
Luckily, I loved Prim. It got my laundry done in 24 hours, everything came back clean, dry, soft, unwrinkled, and nothing seemed shrunk. Oh, and I did basically zero work. No dragging my clothes to the laundromat, fiddling with change for the machines, and most importantly, no waiting for hours. Even if you have machines in your home or apartment, doing loads one at a time can be quite annoying. My laundry often languishes because I dread the rigamarole. With Prim, I’m a lot less likely to make it to the bottom of my sock drawer. A more flexible morning pickup schedule would help, but Prim says they’ll always work with customers to find some time that works. Adding in dry cleaning would also be a big plus, and help them compete with other services that handle all your clothes-washing needs.
No, Prim isn’t going to save anyone’s life, but it could still help improve the world if you think about it. Convenience doesn’t just breed laziness. It can enable productivity. In that way, I’d say Prim shares DNA with Dropbox and Asana, not just Uber and TaskRabbit.
Prim lets you concentrate on what you love to do, what you’re responsible for, or how you contribute to the universe. I’m decent at writing, terrible at laundry, and busy. Spending a ton of time washing and folding is just inefficient for me. I feel better stimulating the economy and letting someone good at laundry do their thing. And imagine how this could free up a CEO, doctor, charity director, or parent to take on the duties only they can fulfill?
Think how long it takes you to do laundry. If that amount of your time is worth more than $25 (or $40 if you’ve got a big wardrobe), use Prim.
And use Prim with the promo code “techcrunch” to get $10 off your first pickup.
Prim Co-Founders (From Left): Xuwen Cao and Yin Yin Wu