DAD is a soon-to-launch UK start-up aiming to help you fix things around the home.
You know, the niggly things that you don't ever call someone around to do, and aren't confident enough to DIY without some expert advice.
The concept is to make a video of what you want help with, so the right DAD expert can jump on a call to guide you through the best solution for you.
Simply put, DAD is expert advice without needing a call out (just an actual call).
Founded by the exceptionally stylish, authoritative and generous (he paid for lunch) Ben Wynn, DAD was launched on the premise that fixing things around the home is a massive market with plenty of fear and friction.
The name came from Ben thinking about how he would find solutions for household DIY and repairs. The answer to his question was a very apt and natural: "I've always called my DAD."
And there you have the birth of probably the greatest brand you didn't know about, till now.
Just think of the endless puns and fun you could have with DAD.
This article was very close to being titled 'DADdy issues'. But by leading with that I wouldn't have ingratiated myself with either Ben or his PR.
Ben succinctly pitches the service, which costs £10 per call, as both "a bit of advice for the 'classic Have-a-go-Hero'" and 'video triage' for the more common "Do-it-for-me" crowd.
The hope is snagging lists get dealt with rather than ignored.
Even better, there's never ever a need to pay a 'call out charge' again because a quick £10 call will give you confidence in what does and doesn't need to be done.
The app is available to download for iPhones and the marketing is the most educational and well-designed imaginable.
This is definitely a service full of delight and a product that is built to be loved.
It's obvious that I'm enamoured with DAD. I think you will be too.
Impact analysis - FixAll
For the vast majority of the modern, Western human race, DIY means IKEA.
If a tap starts dripping or a shelf needs to be spirit-levelled before holes are made in the wall... well let's just say the result is sub-optimal.
There has never been an easy way to get help around the home.
Especially in a world where tradespeople (I'm sure there are some female plumbers out there) are associated with the word cowboy (I'd also guess no female plumber has been called a cowboy).
Are the plethora of review sites good enough to change people's behaviour?
The answer is no for two profoundly simple reasons:
1. The call-out charge - yes, the 'dreaded' request for money irrespective of whether any work will be done, or needs to be done.
2. Triage - what, if anything, actually needs fixing.
The latter being solved kills the former.
And this is why DAD is, in my humble opinion, as profound a change to our lives as the iPhone was in 2007.
DAD wants to be the new way to look after your home. But I would contend that it could, for many, be the only way to look after your home.
There will literally never be any task around the home that will be left to fester, because for a tenner you'll know for sure how, what, why and who needs to do it.
That last bit matters.
Let's face it, DAD isn't going to make Apple-esque profits off lots of £10 phone calls.
But it could make App Store like profits being a marketplace for tradespeople to find work that has already been clearly triaged and priced up by DAD's experts.
And that's why the title of this piece makes a comparison to Uber:
I think DAD will do to tradespeople what regulated Taxi Drivers across the world feel Uber's army of high-service workers are doing to them.
(In case it isn't crystal clear: eating their breakfast, lunch and dinner).
DAD could open up the world of work to many able and handy people, who are clearly guided by the triage and rated by DAD's actual customers.
Business model analysis - Bringing genuine trust to trades
Do I think there's scale to DAD's business? Absolutely.
Do I think DAD's business is scalable? - i.e. it can grow like Opendoor rather than Wework.
The answer is maybe.
It comes down to whether DAD is a Uber-esque marketplace-in-an-app or just a better corporate handyman.
With the product in Beta, we're a long way before this question truly matters. But for anybody investing in start-ups, it's probably the only question that matters.