Service and brand
Founder · Product · Operations
Eco Friendly Home Maintenance
Building an environmentally lighter home-maintenance service from the ground up.
I founded and managed DonkeyJobs, a garden-maintenance company based in South London. What started as a small COVID project grew into a fully-operational, eco-friendly service using cargo bikes and electric tools for every job. Over four years, DonkeyJobs worked with more than 1,000 clients, developed a flexible operating team, and gained over 20 million views on TikTok. I led the website, branding, marketing, and hiring while helping shape the overall service model.
01
A practical low-emission operating model
Cargo bikes and electric tools reduced noise, emissions, and operating costs while making it possible to move efficiently between local jobs.
02
Brand, service, and operations working together
A clear identity, reliable service, and direct communication helped a small lockdown idea grow into a recognisable South London business.
Process
01
I founded DonkeyJobs during the first lockdown as a practical, local alternative to conventional garden maintenance. The early service was deliberately simple: show up reliably, do good work, and build trust one customer at a time.
02
The business used cargo bikes and electric tools to reduce noise, emissions, and operating costs. I shaped the service model around the realities of both customers and the people doing the work, rather than treating the website as a separate marketing layer.
03
Over four years, DonkeyJobs grew to more than 1,000 clients and developed a flexible team and operating model around the work. I led the brand, website, marketing, hiring, and day-to-day decisions, learning how people actually behave when a product becomes a real service.
Outcome
A real service used by more than 1,000 clients, supported by an operating model that grew over time.
