Summary:
Greg Hearn transitioned from automotive to AgeTech with his startup Petunia.
200,000 families face challenges in selecting elderly care each year.
Petunia streamlines documentation and helps manage the search for care.
B2C model currently, with plans to expand to B2B2C.
The name Petunia symbolizes hope and honors Hearn's grandmother.
A Shift in Focus
Greg Hearn, with a rich background in the automotive industry at Cox Automotive and Ford, is now pivoting to address challenges in AgeTech. In 2024, he launched Petunia, a specialized project management tool designed to simplify the process of finding elderly care communities and memory care facilities. This initiative was born from Hearn's personal experience of helping his aging parents navigate the complex care system remotely.
The Challenge Families Face
Each year, 200,000 families grapple with the overwhelming task of selecting elderly care. Unfortunately, the current landscape is flooded with lead-generation websites that inundate users with unwanted sales calls, further complicating an already stressful decision-making process.
Hearn likens the search for assisted living facilities to buying a house, as it involves significant choices, costs, and emotional investment. However, unlike the housing market, families lack access to structured guidance during this critical time.
Introducing Petunia
Petunia aims to transform this experience by helping families manage documentation, track tours, and consolidate information. The platform protects users from the usual barrage of sales emails and calls, allowing them to focus on what matters most — finding the right care for their loved ones. It helps families who often juggle FaceTime tours and countless emails while trying to organize their search using random Google Docs and Sheets.
Business Model and Future Plans
Currently operating on a B2C model with subscription-based access, Hearn envisions expanding to a B2B2C model that would allow users to access the platform through employers and health benefits programs.
The Meaning Behind the Name
Hearn chose the name Petunia for its symbolism of hope and perseverance, as well as to honor his grandmother who adored the cartoon character Petunia Pig.
After gathering insights from families in similar situations, Hearn launched the Petunia MVP in December 2024. He has previously engaged with the AgeTech Atlanta community, leveraging connections to scale his startup while continuously gathering feedback from users.
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