HUB > Companies > Rota
Published on 17-Mar-2017.
Rota provides a web and mobile app that helps companies primarily in the hospitality industry fill shift-based temporary staff positions quickly using its own data matching algorithm. It also licenses its integrated platform to enterprises, allowing employers to manage its entire staff online efficiently and without any paperwork.
The company was established in 2015 by young entrepreneurs with former experience in hospitality: Will Taylor and Tom Williams. They recognised the complexity of managing shift-based staff and balancing the seasonally-variable demand for workforce, and used the market opportunity to develop a tool to manage the entire workflow for recruiting and managing flexible staff. Depending on its success in the hospitality sector, Rota intends to roll this solution out to other markets struggling with shift-based workforce, such as retail, construction, healthcare, logistics, warehousing and customer service.
Rota’s platform is a web and mobile app that enables employers to post shifts online, which employees can then book themselves into available shifts; it claims this is all done without hours of emails and calls, and all paperwork, payroll and legal is handled automatically. The platform is operational 24/7 and can fulfil a 10-man shift in 25 minutes. If extra staff is needed, managers can easily fill additional shifts using Rota’s marketplace of vetted staff chosen for them by a self-optimising algorithm. After each shift, managers rate staff performance on the app, hence improving the data-driven algorithm which selects staff that matches employer’s demand based on up-to-date ratings, skills, and personality. The algorithm has proven to provide 93% satisfying matches – compared to traditional agency approaches which Rota says only approximate 80%. The system also enables ‘try-then-hire’ – staff who perform well can be hired for a permanent position directly from Rota’s workforce pool.
Temporary staff are attracted to using Rota because it enables an average 12% above market-rate wage, and flexibility to work around another job or study. They can work in various venues without having to re-interview. It also helps optimise the process of searching for permanent jobs by doing paid shifts instead of arduous CV pushing and multiple interviews.
Rota generates revenues through two main streams:
- Providing a marketplace for managers to source shift-based and temporary staff, through which it earns a commission on each shift
- Licensing the software to enterprises, for managers to schedule their internal staff using the platform.
According to a report on temporary-employment placement agencies, which supply workers to replace or supplement a client's existing labour force on a short-term basis, there are approximately 1.7 million temporary workers in the UK, representing over 5% of total workforce. Over the five years from 2016-17, industry revenue will increase at a CAGR of 3.4% to £33.9 billion. Rota is focused only on the UK market but is already in it launch phase of international expansion. Industry trends generally demonstrate progressing transition of labour markets worldwide from permanent to temporary employment, accompanied by emergence of transparent, affordable, ratings-based digital-platforms like those already in place in delivery and transport.
Since its launch in August 2015 Rota says it managed to fill 4000 shifts, had over 600 staff in their pool and more than 30 satisfied hospitality enterprise clients including Compass Group, Mitchell & Butlers, Marriott, Hyatt and Radisson Blu. Its four step growth strategy involves first targeting hospitality enterprise clients to secure high volume of shifts that allow liquidity and build brand recognition; then encourage increased spending from enterprise hospitality clients and targeting smaller hotels, bars, pubs and restaurants which are untapped by traditional agencies; step three involves expansion to other UK cities and abroad, starting in the US; and step 4 involves moving to other industries, after having proven the scale achieved in hospitality.
Rota’s roadmap includes adding roles available via the platform, product line growth such as adding fixed and seasonal placements, integrated core team scheduling and management, and geographical expansion starting from US trials in 2017.
Rota has raised more than EUR 2m of funding from 37 individual investors including:
- Duncan Jennings, former CEO of VoucherCodes who co-founded a number of businesses including a hotel review site (acquired by TripAdvisor Inc), a local review site (acquired by GCAP Media PLC) and eConversions one of the UK's largest and most successful performance marketing publishers. His investments include DICE, CheckoutSmart, Picfair, Skift, Server Density, Ignite Accelerator and Lexoo. Currently, he invests in tech companies at their seed stage.
- Mark Farmer, is a co-founder of VC Eden Ventures and one of Eden’s investment managers. He co-founded several telecoms companies, most recently Cramer Systems acquired by Amdocs in 2006 for $425 million. He oversees Eden’s investments in Acunu, Aframe, Ontology Systems, NewVoiceMedia, Tru, Voicevault and VOSS Solutions. Mark is also an angel investor in Creo Medical, Invenias, Hybrid Cluster and 1791 Diamonds. He primarily focuses on opportunities within the enterprise software and SaaS markets.
Register as a Member to Unlock Full Profile
Please login to view and download the full profile of this company. If you don't have an account yet, see how it works.