The concept behind Pickle is to provide a streamlined, peer-to-peer platform that allows users to complete jobs for one another, while challenging the stigma of seeking help by incorporating social media.

[8] In its first year, the company expanded to include four staff members, with an additional network of freelancers covering PR, design, legal and accounting.

[9] Since launching, the app has attracted several angel investors, including Frederic Hofmann, director at venture capital and advisory firm Anthemis Group which specialises in fintech startups.

As the payment can be advertised from the beginning, the bidding process also incorporates completion time and quality of execution, as well as users asking questions about the job.

The app includes a filtering system through which users can search only for jobs matching their specific skillset, such as hairdressing or handyman work.

Other social features include public comment threads on each job listing, the use of hashtags, and galleries on users' profile pages.