I used a fake Craigslist ad to test my business idea. The reaction gave me the proof I needed.
Entrepreneur Alison Donnally founded JoeyCo, a business that pairs college students with aging adults to address housing and care needs. The idea was validated through a Craigslist experiment after she witnessed family members struggle with independent aging.
Why it matters
It demonstrates innovative, low-cost methods for market validation and addresses the growing societal challenge of elder care and social isolation.
Founder and CEO Alison Donnally says three family tragedies inspired her unique business idea. Photo courtesy of Alison Donnally Alison Donnally founded JoeyCo to connect aging adults and college students. She tested the idea by listing her parents' home on Craigslist. The results inspired a business blending student housing with elder care. This as-told-to essay is based on a conversation with Alison Donnally , the founder and CEO of JoeyCo . It has been edited for length and clarity. Prior to starting JoeyCo , I worked in strategy and business development within healthcare. That started me down a path of ideating better solutions for elderly patients. But personal tragedies within my own family are what really confirmed for me that a business like JoeyCo was needed. Many older people want to retain their independence.
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