At GoodayOn, we believe good service is more than getting the job done. It is about feeling confident in who you welcome into your home, knowing what to expect, and having someone there when you need support.
It started with a simple spreadsheet.
Alem, CEO and Co-Founder of GoodayOn, was struggling to find reliable people for services he needed. As he started writing down what he was looking for, he realized many other people were facing the same problem.
That became the beginning of GoodayOn—a company built to make quality services easier to access and more dependable to use.
Over the years, we learned that people do not simply need more choices.
They need quality they can rely on, people they can trust, and support when something does not go as expected.
That lesson continues to shape how we build our services.
GoodayOn is the company behind the services we build. Etalem is our premium managed maid service, created to raise the standard of in-home care.
Our mission is to raise the standard of home service delivery in Ethiopia by creating professional services where customers can confidently welcome professional services into their homes and where skilled women can build their careers, independence, and future through meaningful work.
Through Etalem, we are putting this mission into practice—bringing quality, care, professionalism, and reliability into the home.
We created our own principle for service excellence - The 1 SEC Principle :
Every service follows our training, quality checks, and minimum requirements, so customers receive the same level of professional service regardless of who provides it.
We keep response times, communication, pricing, and follow-up clear and consistent, so customers know what to expect from start to finish.
Every customer has dedicated account support, personalized attention, post-service follow-up, and a direct path to raise concerns when something needs attention.
September 2020 — Where did it begin?
GoodayOn began with a simple goal: to make reliable, quality services easier for people to access. Alem, CEO and Co-Founder of GoodayOn, was struggling to find reliable people for the services he needed. As he started writing down what he was looking for, he realized many other people were facing the same problem. That became the beginning of GoodayOn—a company built to make quality services easier to access and more dependable to use.
2020–2021 — How did we start building?
We began by registering service providers across different types of work, gradually building a growing network of skilled professionals—from plumbers, electricians, and painters to home appliance repair, cooking, cleaning, and other service providers.
2021 — How far did we take the idea?
We built a mobile platform where customers could access providers across more than 20 services—from cleaning and cooking to repairs, painting, tutoring, and more.
2021–2022 — How did people find us?
As our network grew, we began taking GoodayOn directly to customers through condominium campaigns and other traditional and digital marketing activities.
September 2023 — What did that growth look like?
By this point, the journey had grown to 40K+ gig workers, 100K+ app downloads, 300K+ service requests, and 85K+ matched gigs.
The numbers showed growth. But the journey was teaching us something deeper about what customers actually value.
October 2023 — What did we learn about trust?
We introduced initiatives such as the GoodayOn Guarantee and continued improving our platform and customer service. The GoodayOn Guarantee provided limited coverage for incomplete work and eligible property damage, with options to rectify the service or receive limited compensation.
We were learning that making a service available is one thing. Making people feel confident using it is another.
September 2024–2025 — What made us look deeper?
By our fourth year, Etalem, our premium managed maid service, was already taking shape within GoodayOn as an experiment that started by serving residents of one apartment complex. It was quietly showing us what a more focused and consistent managed home service could look like.
Over the following year, we listened more closely to the real experiences behind the services we delivered, and looked more closely at the experience of gig workers—their working conditions, earnings, and stability.
2025–2026 — What did those lessons change?
We realized that customers need more than access to many services—they need consistent quality, reliability, and people they can trust in their homes. That led us toward a more focused path: Cooking. Cleaning. Babysitting.
Discover Etalem →
Where are we today?
Meet Etalem — A New Standard for Home Care. Etalem is our premium managed maid service, bringing together what we have learned over the years to deliver a more focused, professional, and dependable home service experience.
What comes next?
The journey continues. We're pursuing excellence and creating opportunities, guided by our 1 SEC Principle: 1 Service, 1 Experience, 1 Customer.
Visit Etalem →Great service cannot depend on the person providing it alone. Our internal team is equally responsible for the experience a customer receives.
