I Used a Fake Craigslist Ad to Test My Business Idea — Here’s What I Learned
As told to Michelle Mastro by Alison Donnally, Founder and CEO of JoeyCo
Photo courtesy of Alison Donnally
October 3, 2026, 1:12 PM GMT+2
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An as-told-to essay based on a conversation with Alison Donnally, founder and CEO of JoeyCo. This piece has been edited for length and clarity.
Prior to starting JoeyCo, I worked in strategy and business development within healthcare. That set me on a path to ideate better solutions for elderly patients. But it was personal tragedies within my own family that truly confirmed the need for a business like JoeyCo.
Many older people want to age independently, living alone and managing their lives without assistance. I've witnessed this pattern in my family history: aging independently, engaging in their communities, and then suddenly facing health issues that change everything.
So, in 2024, I founded JoeyCo, a new category of business that seamlessly blends housing and healthcare.
Three family tragedies inspired my unique business idea.
My husband's grandmother was isolated in a nursing home during COVID-19. Before then, she was social, active in her community, and engaged in civic life. Her mental and physical health declined rapidly while living alone. She felt isolated and lonely, which significantly impacted her health trajectory. This included several falls and a lack of adequate support.
Then there was my uncle, a lifelong trucker. His dream of owning a rural plot of land in Tennessee eventually became dangerous when he began experiencing health issues while driving solo over long distances.
These experiences highlighted the gaps in traditional care models and inspired JoeyCo’s mission: to provide older adults with safe, comfortable living environments coupled with access to high-quality healthcare tailored to their needs.