Penina First

2011

Penina First

ISRAEL
Swifto
E-BUSINESS
SOCIAL CARE
Swifto is a mobile web-based marketplace for instant local services and needs.

Imagine you wake up in the morning to heavy snowfall and your drive needs shovelling. Or you need someone to pick up shopping, mend a bicycle, take your cat to the vet or just about any other daily task you can think of... What do you do? You contact Swifto, and within minutes rest assured that somebody’s there to do it. The idea originated as GoWorkIt, a site dedicated as a way to find temporary workers in a flash. ‘You can book restaurants and airplanes at the last minute,’ says Penina First, the start-up’s 23 year-old founder and CEO, ‘yet so many simple needs go unmet when friends or word of mouth can’t help.’ In Penina’s mind, the world is slow and old-fashioned about finding people to do odd jobs. ‘You don’t need to read a CV to hire a drive-shoveller or a party-helper! Just mutual trust and their desire to work.’

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