After the job he was asked for an extra 1,000 roubles for a visit the website called free.
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Home repair you can predict.
FixHome is a subscription home-repair service in Moscow.
- Artyom Kirillov
- Angelika Ladychenko
- Arseny Polenov
- Chingiz Mustafaev
A dripping tap. A faulty socket. A door that will not close.
Households in Moscow put up with this, not because they cannot afford a plumber, but because they cannot trust one.
A subscription makes repair predictable
Fixed
monthly fee. The most stressful household problem becomes a predictable service.
Fixed
price list for materials.
24 h
within 24 hours: a technician at your door.
12 / 6
months of guarantee: twelve on plumbing and electrics, six on other work.
We start with eight people and aim for sixty
8
people today
60
our goal within the first year
Four all-round technicians, a dispatcher, a procurement specialist and two office colleagues.
- Customer service
- Technical department, with dispatch
- Supply
- Marketing and sales
Five points today
- The market
- Our business strategy
- Our CSR policy
- Our management style
- How we motivate our people
A 1.08 trillion market that keeps growing
1.08
trillion roubles: the Russian market for flat renovation and finishing in 2025.
2x
Doubled in nominal terms since 2020.
12.5%
Growth in 2025.
Source: INRESEARCH.
Moscow is nearly half of the market
Moscow aloneabout 519 billion roubles, nearly half
The top five regions64.6% of the market
01.08 trillion roubles
Each bar is measured against the whole market, 1.08 trillion roubles.
Demand is shifting to small jobs
There is a shift in focus towards small jobs and decoration.
16to17%
growth in demand for targeted repairs, as mortgage rates push people to invest in homes they already own.
Source: INRESEARCH.
Full renovation keeps getting dearer
The client is sensitive to price.
| Moscow, full-renovation work | Cost per square metre |
|---|---|
| One-room flat | 29,800 roubles |
| Two-room flat | 32,000 roubles |
| Rise in one year | 27 to 31 percent |
Source: RBC Real Estate, citing Rerooms.
Crowded, but short of reliable service
Is the market saturated? Yes, and no.
5,000+
orders a month for flat repair in Moscow on Profi.ru
4.82
average specialist rating
89%
positive reviews
A rating shows how a job went, not what it will cost or when the technician comes. There is no fixed price, no deadline, no guarantee. The pain is uncertainty.
Clients complain of extra charges and missed visits
A door installation was rescheduled again and again, and the technician did not come.
A client of «Ruki»
November 2025Where do we play?
One district
Its neighbour
Moscow, starting with two neighbouring, densely built-up districts with middle-to-high incomes.
Density means short travel times and visits on time.
Meet Olga, a manager
On Sunday evening her tap starts to leak.
She opens Avito.
She finds a handyman with no reviews.
How much will it cost, and will he come?
Who is our customer?
32to45
A working professional in Moscow with an average or above-average income.
Buys appliances online and household goods on Ozon and Wildberries; finds handymen on Avito or through neighbours.
- Does not know the price in advance
- Has no time to wait at home all day for a stranger
- Needs three different people for plumbing, electrics and small repairs
Think of FixHome as a family doctor for your flat.
You do not call a stranger. You call someone who already knows its history.
Our main rival is the private handyman
Private handymen
Our main competitors: almost no overheads, fast and cheap. But no fixed price, no deadline, no responsibility.
Profi.ru and YouDo
Marketplaces, not services. The client still has to choose, screen and control the technician.
Specialised services
Only one niche.
Management companies
Access to residents, but quality rests on one plumber.
A strong brand, but it sells one-off jobs
4.9«Muzh na chas» on 2GIS: about 4,700 reviews.
They sell one-off jobs. Our gap is a subscription.
We chose differentiation, not cost leadership
Cost leadership
Differentiation
Our choice.
Focus on low cost
Focus on differentiation
Michael Porter described three generic strategies: cost leadership, differentiation and focus. Focus can rest on low cost or on differentiation, so in practice there are four options.
The trap is getting stuck in the middle.
We differentiate ourselves from rivals
In a price war a small company cannot stay afloat.
Our segment
Small repairs in two districts.
Our sustainable competitive advantage
Predictability.
Our customers
Customers fall into segments; ours will pay a fair premium for certainty. These are assumptions; the pilot will show whether they hold.
Predictable: fixed price, 24 hours, guarantee
A fixed price list
Materials are charged separately.
A service level agreement
A technician within 24 hours, in an agreed two-hour window.
A guarantee
If a job is not done to the standard, we redo it free of charge.
Three plans cover the technician’s work for a set number of visits each month.
Basic
Standard
Premium
What capabilities do we need?
We already have the core team and supplier contacts.
- A stock of common materials
- A CRM system that keeps the history of every flat
- A dispatch service
- Trained technicians
How do we close the gap?
1.5 m
roubles for what we lack: stock, a CRM, tools, uniforms and a reserve for the first months.
| Stock | CRM | Technicians | Clients |
|---|---|---|---|
| Rent a small storeroom | Start with a simple one | Hire partner technicians | Sign three management companies |
How do we run the company?
A functional system with elements of project management: a plan with medium-term objectives and milestones, adjusted throughout its execution.
Owner.Standard.Deadline.
Every operation has all three.
15
minute daily stand-up
CSR is part of the product
Our product is trust, and the client can check every promise.
Obligatory
Society’s rules, taxes, fair contracts.
Expected, or ethical
Fair treatment of clients and technicians, beyond the law.
Voluntary, or philanthropic
Reduced rates for pensioners; free urgent visits for elderly people living alone.
Four areas, each with a reason
Transparency and safety
A guarantee fund, liability insurance, a fixed price list.
Affordability
Reduced rates for pensioners and low-income families.
Repair instead of replacement
A 10% discount on repairs; waste collected separately for recycling.
Jobs and training
Self-taught technicians trained for one to three months, then a certificate and a job.
CSR is not charity: it pays back
1 in 5
clients we expect to come through recommendations, at most.
Positive reviews and word of mouth lower our customer acquisition cost.
Lower turnover among technicians means fewer staff shortages.
CSR is stakeholder management and a sustainable business, measured on the same dashboard as the business numbers.
Democratic-transformational
Technicians take part in decisions, and a common goal inspires them.
- Fast decisions at the level of a single visit
- A real voice for technicians in the standards of work
- Higher engagement across the company
The cost
Slower company-wide decisions in the first months, so a strong leader keeps responsibility clear.
Our value is created in a conversation between a technician and a client, not on a production line.
It fits our team
A business mindset together with process and technology.
It fits our structure
Lean and functional, with few levels: a technician speaks directly to the dispatcher.
Maslow is the foundation, Vroom is the tool
Maslow’s hierarchy of needs
Self-actualisation
Respect and recognition
Belonging
Pay and security
A satisfied need stops motivating, so a manager looks at the next level.
Vroom’s expectancy theory
How much a person values the reward
×
Whether effort leads to good performance
×
Whether good performance brings the reward
If any is zero, motivation is zero.
How does effort turn into pay?
Transparent pay for results
A fixed base salary, plus a bonus for each visit, each job without a callback, and a rating above 4.8.
Pay for skills
Higher rates for complex and urgent orders.
Weekly dashboard
Time to visit, jobs done on time, client score, guarantee claims.
How do we help people grow and stay?
- on
- on
- on
- on
- off
- off
Four days on, two off
Tools and a uniform come from the company.
Professional growth
Paid training, mentoring and a certificate that confirms skills.
Recognition and participation
A board of the best technicians, a thank-you in the client chat, and a say in the standards and shifts.
One cycle, not three topics
A good review raises a technician’s rating; a higher rating brings a higher rate and better orders.
Turnover means staff shortages and lost orders, and lost orders mean no profit.
We make small repairs predictable
- A subscription serviceA fixed price, a 24-hour promise, a guarantee.
- DifferentiationA 1.08 trillion roubles market, crowded and short of reliable service.
- Trust and peopleCSR builds trust, our democratic style gives technicians a voice, motivation turns effort into quality.
We do not compete with the cheapest handyman. We compete with uncertainty.
Thank you. Questions?
Most of the market sells the cheapest plumber in town. We sell something much rarer: a repair that happens when we promised, for the price we quoted.