From GDPR to selling 80% of the week.
Jasmin Ben Chaouch spent years working on GDPR at SKR, the Swedish association of municipalities and regions. She had never worked in sales and had never used a CRM. Today she is the founder and CEO of Matchly Care, and selling takes up about 80% of her week.
35 hours to find one family home. Matchly Care takes 42 seconds.
When social services place a child in a family home, the match is usually made from PDFs spread across inboxes and shared drives. Finding one family home takes around 35 hours of a case worker’s time.
Matchly Care does it in 42 seconds. The platform weighs more than 200 parameters per child, including trauma, diagnoses and whether the child needs to stay in the same area, instead of the six or seven a case worker can keep in their head. Jasmin says the platform cuts 82% of the administrative work, a figure the team has now validated. It also logs every placement, so providers have a full record when IVO, the health and social care inspectorate, comes knocking.
Matchly Care sells to private family-home providers and to municipalities. Private providers can decide quickly. Municipalities need a long run of conversations and a security review before anyone signs.
Calling wasn’t going to work.
“I find it really hard to make calls. And this is such a niche. It’s about feelings and trust, and that doesn’t work well over the phone.”
So she built her outreach around LinkedIn, and she built it in Claude with Capable connected.
Two plans, thirteen steps, kept in Capable.
Jasmin’s outreach runs on two plans she built in Claude and keeps in Capable. One is LinkedIn first, for people she is already connected with: a thank-you, a comment on their latest post, a question about how they match today, a follow-up, then a phone call. The other is for decision makers at the organizations she most wants to win, two or three people at each, and mixes LinkedIn, email and calls over sixteen days.
- Day 0Thank them for connecting. No pitch.
- Day 3Comment on their latest post.
- Day 5Ask how they match today.
- Day 10Follow up with social proof.
- Day 14Jasmin calls to book a demo.
- Day 17A kind close, or who else to ask.
- Day 0LinkedIn connection request.
- Day 2A short email with a reference.
- Day 4Jasmin calls.
- Day 6A LinkedIn message.
- Day 9Something useful, by email.
- Day 12Jasmin calls again.
- Day 16A kind close, by email.
Weekends are skipped, a plan pauses the moment someone replies, and every message is shown to Jasmin before it goes out. She makes the calls herself.
“They usually answer, because they’re curious about who I am.”
By the time she calls, it isn’t cold. “They’ve seen me in the comments. I’ve been there in the background.”
Claude does the writing. But Claude on its own forgets everything between chats. Capable is what lets it come back the next morning and know who is on day 4 and who is on day 10, what was said, and what comes next.
The CRM she doesn’t open.
When we asked her to show us her setup, she had to look for it. “I’m almost never in here,” she said, scrolling through the accounts view for the first time.
She doesn’t need to. In her first eight days, 326 changes landed in her CRM: new leads, logged touches, updated records, approved reviews. Every one came in through Claude.
Her plans live in Capable. Her meetings are recorded and summarized automatically. Her contracts are stored in Capable, so after a demo she can tell Claude to thank the prospect, attach the agreements and send it.
Thank Lena for the demo, attach our agreements and send it.
Here’s the email. I took the agreements from Capable and pulled in what you discussed from the recording.
“What used to take an hour or two takes a few seconds.”
First week: 2 demos.
Jasmin had used Capable for less than a week when we spoke. In that week she booked 2 demos, and told an investor about Capable without being asked.
“I’ve been completely obsessed. I kept going until half past midnight.”
Next she wants to tailor the outreach to the person she’s writing to (case worker, CEO, head of a provider) and start measuring which steps actually lead to a demo.
Claude does the work. Capable remembers it.
Jasmin isn’t a salesperson and doesn’t try to be one. “The product should sell itself. I just show how it works.” What she needed was a way to start conversations without forcing herself onto the phone, and a place where everything she does gets remembered, so the next conversation starts where the last one ended.
Matchly Care is building the matching platform Swedish child placements have been missing. Read more at matchlycare.com.