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Prim Feature

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.

Uber For Laundry

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.

Wash And Flow

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

Facebook CEO Mark Zuckerberg at the Facebook Home launch event.

Imitation is the sincerest form of flattery. Until, that is, it starts to get annoying.

Facebook has definitely reached that point with some look- and act-alike sites outside of the U.S., according to Mark Zuckerberg. So much so, in fact, that it has hurt the company’s international growth prospects.

“Clones actually end up being a pretty big nuisance. People have made such great clones of Facebook outside the U.S., it made us harder to grow,” Zuckerberg said at the Y Combinator Startup School event over the weekend. Russia in particular, he pointed out, has done the best job of mimicking Facebook’s abilities.

“They’ve made such an awesome clone of Facebook it’s been hard to beat them,” he said. “It’s almost been 10 years since we started Facebook, and we still haven’t beaten them in Russia.”

Zuckerberg gave interesting reasons for the struggle. Besides the fact that the so-called “clones” were first to market in home countries like Russia, he said, many startups would make Facebook lookalikes and then introduce the sites to European countries. From there, Zuckerberg said, the first-movers would appreciate the network effects of viral growth, and make it that much more difficult for Facebook to grow.

One other thing: Some Facebook “clones,” like the ones in Russia, are also home to illegal file-upload hosting services, which makes it a more attractive proposition for those seeking free music and movies to pirate.

Indeed, if you compare Facebook’s quarterly European user-growth rate to other regions (like Asia, which also hosts stiff competition to Facebook with homegrown social sites), it has slowed quite a bit over the past year. Europe, in particular, is important to Facebook, as it is home to far more consumers with money to spend than, say, developing-world nations that are also slowly being introduced to Facebook.

In other words, it’s a big problem that Facebook needs to solve.

One solution? The “lockdown” approach, started in Facebook’s early days by Zuckerberg and co-founder Dustin Moskovitz – basically stopping just short of literally locking the employees inside the building until they come up with a way to fix a problem (though I imagine this isn’t kosher with OSHA).

Or there’s another approach: If you can’t beat ‘em, join ‘em. Facebook has cloned competing services in the past (Snapchat, Quora, Foursquare). Perhaps the company could take a few cues from what its foreign competitors are doing well.

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