Picture a bull’s eye: The center is realistically who the ideal customers are — people who understand the concept of a fair exchange and are responsible enough to provide a reasonable sit situation (including manageable pets, clean homes, enough freedom and flexibility for sitters, etc.,) and take good care of homes and pets. Beyond the center of the bull’s eye are people who are less and less of a fit.
If THS stayed within that bull’s eye when it comes to targeting potential customers, that would be fine. Problem is, a private equity firm invested a bunch of money and wants what such firms do, as far as financial returns.
Symptoms of that mismatch in market realities vs. desired business growth and profits: Increasingly desperate attempts to market beyond the bull’s eye, illogical product changes, etc.
Boiled down: Everything is a symptom of trying to make greater returns than are reasonably sustainable by a volunteer sitting service that’s actually responsible.