In 2014, Marcela Sapone cofounded Hello Alfred, a startup that matches busy customers with personal assistants that take care of their errands for them—dry cleaning, groceries, house cleaning, and the like. Though originally conceived as yet another on-demand service, Sapone learned that users were less interested in instant gratification and more interested in convenience. To satisfy that want, Sapone took a detour from the usual startup path and decided to hire full-time employees to serve as Hello Alfred’s personal assistants. She found that assigning the same person to the same customer each week, rather than accepting tasks on a per-gig basis, creates consistency and reliability. Sapone has also spoken about the moral and ethical responsibility her company has toward its employees.