After a year of pivots and unexpected changes, Paige Wilson is finally able to reach aging adults outside the Richmond region.
Naborforce, founded by Wilson in 2018, connects aging adults to a network of "Nabors" for social engagement and on-demand support with errands, transportation and help around the house.
The startup expanded operations to Raleigh last month, a move that was originally planned for 2020 but postponed because of the pandemic.
Wilson said the decision to expand into Raleigh first had to do with market fit. Raleigh is about the same size as Richmond with similar demographics, age-dependence ratios, volunteerism ratios and income, she said.
"Our model is based on a neighborhood rollout; we take a market like Richmond, and that's one neighborhood — 1 million to 1.5 million people," she said. "We've established a market manager there. This is a trust-based business, and until it's widely understood, we have to have someone in-market."
Wilson said Raleigh's market manager is tasked with recruiting volunteers they call Nabors and cultivating a client-base.
By the end of 2021, Wilson wants Naborforce to have a presence in at least three other markets. She said potential expansions will likely include Maryland and elsewhere in North Carolina.
Though a larger footprint is all but locked in for Naborforce, Wilson reiterated the importance of remaining true to the company's roots.
"Virginia is our home market," she said. "We won't abandon Virginia and will need to fill out the market here, as well."
