Let's talk about a founder journey that'll resonate with many of you building customer-centric solutions.

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Founded in 2021, Lottie started with a simple but powerful insight: finding care homes for loved ones is an absolute nightmare. Will Donnelly, having worked in social care for six years, paired with brother Chris's tech know-how, spotted this massive gap in the market. They weren't just building another comparison site – they were solving a deeply personal problem they'd experienced firsthand.

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Solving real problems leads to real value

Here's what gets me excited: Lottie didn't chase valuation – they chased customer problems. Yet the money followed anyway.

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They've achieved a valuation of over £50 million, with backing from some serious tech heavyweights – Zoopla's David Wascha, Facebook's Caroline Hudack and Monzo's Tom Blomfield: "safe to say that Chris and Will are on track for an exciting trajectory."

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Addressing the care home search challenge

The Donnelly brothers identified a genuine market need. With an ageing population and increasing demand for care following COVID-19, the elderly care sector faces significant challenges:

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• Inadequate funding across the elder and social care industry
• A market estimated to be worth trillions by 2029, yet largely overlooked
• A 'postcode lottery' limiting access to quality care homes
• Rising costs of care due to workforce shortages
• High fees and lack of price transparency making the process stressful and expensive

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Lottie's platform offers a simple solution: helping people find a range of homes beyond their immediate areas, making price comparisons possible, and eliminating the stress of physical searching.

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Technology with a human touch

What makes Lottie stand out is how they've combined technology with genuine care expertise:

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• A digital platform that simplifies the search process
• A team of care experts and surveyors bringing specialist knowledge
• A more convenient, specialised approach to care home selection

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This balance of tech and human expertise creates a solution that truly addresses the emotional and practical challenges families face.

When saying "no" becomes your competitive advantage

One of the most interesting aspects of Lottie's approach is their quality-first mindset. Chris has focused and created a reputation for being specific on the quality of care homes featured on the site, often turning down offers from care homes wanting to make an appearance.

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This isn't just about being picky – it's about maintaining standards that ensure elderly people receive the quality of care they deserve. In a sector where trust is everything, this commitment to quality over quantity is refreshing.

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Have you considered where saying "no" might actually strengthen your value proposition?

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Impact at the heart of the business model

Lottie isn't just about providing a service – they're focused on creating genuine impact:

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• A mission of helping build towards more fulfilled later lives
• An impact-focused agenda rather than just being another search engine
• A notable initiative last November when they pledged 1,000 free overnight stays exclusively for UK carers during the cost of living crisis

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This initiative was particularly meaningful given that family carers receive as little as £69.70 a week from the UK government and have had limited support despite facing economic challenges.

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Founder takeaways – what can we learn?

So what can we actually learn from the Lottie journey so far?

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• Start with genuine pain points you understand personally
• Combine technological solutions with human expertise
• Maintain quality standards even when it means saying no to revenue
• Put impact at the forefront of your business model
• Address overlooked markets with significant potential

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One key takeaway from Chris and Will's journey with Lottie is the importance of putting impact at the forefront of your business idea. While time is yet to determine the platform's success, its very existence is proving to be an exciting new frontier for the world of elder care.

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I'd love to hear which aspects of the Lottie journey resonate with your own startup experience. Have you found similar opportunities by focusing on underserved markets or putting impact first?