Euan's Guide
Euan's Guide is a UK charity operating EuansGuide.com, a community-led review platform where disabled people share accessibility information about venues. The charity runs the Red Cord Cards campaign and the UK's largest annual Access Survey, funded by donations, trust grants, and corporate partnerships.
- Company typePrivate
- Founded2013
- HeadquartersEdinburgh, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Euan's Guide does
Euan's Guide is a UK charity founded in 2013 by Euan MacDonald MBE and his sister Kiki MacDonald OBE, operating a digital platform at EuansGuide.com where disabled people, their families, friends and carers write, search and share accessibility reviews of venues. The charity is registered in Scotland (SC045492) and structured as a Company Limited by Guarantee (SC457465); it is headquartered in Edinburgh at CodeBase's Argyle House and operates a hybrid team of approximately 15 staff alongside a wider volunteer network of reviewers, Ambassadors and Toilet Warriors. Its portfolio of programmes centres on three pillars: the community-written venue review platform (tens of thousands of monthly research visits), the UK's largest and longest-running annual Access Survey (with 6,500+ participants in 2024 and 4,400+ in 2025), and the Red Cord Cards / Safer Toilets campaign (over 200,000 cards distributed to accessible toilets across the UK). Supplementary inputs include Easy Read review forms, British Sign Language video reviews, and a Reviews Widget that venues can embed on their own websites.
The platform's underlying technology is a web-based review system with venue search, mapping, accessibility tagging, and multi-format contribution tools; venues can self-list, claim and curate listings free of charge and embed reviews externally via the widget. There is no native mobile app, no public API or SDK, and only a basic Google Analytics integration. Forthcoming platform layers — Euan's Guide for Venues (planned Summer 2026) and an Advertising product (waitlisted) — extend the technology footprint into paid venue-marketing and sponsorship tooling.
The business model is charity-funded rather than commercial. All core services are free to users and venues; the organisation is financed through voluntary income including individual donations (via JustGiving), grants from trusts and foundations such as the Motability Foundation, National Lottery Community Fund, People's Postcode Lottery and Foundation Scotland, corporate partnerships (Baillie Gifford, CodeBase, Wood Mackenzie, Nationwide Colleague Grants), community fundraising, and Scottish Government funding for specific roles. The model is transitioning toward partial monetisation through the new Venues and Advertising platforms, which will introduce the first paid B2B offerings alongside the existing free tier.
Euan's Guide firmographics
Firmographics- Name
- Euan's Guide
- Legal name
- Euan's Guide
- Website
- https://euansguide.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Euan's Guide is a UK charity operating EuansGuide.com, a community-led review platform where disabled people share accessibility information about venues. The charity runs the Red Cord Cards campaign and the UK's largest annual Access Survey, funded by donations, trust grants, and corporate partnerships.
- Ownership category
- akta.pro rank
Euan's Guide industry classification
Industry- Product category
- Accessibility Information Services
- NAICS
- Services for the Elderly and Persons with Disabilities (62412), Services for the Elderly and Persons with Disabilities (624120), Special Needs Transportation (485991)
- akta.pro primary industry
- Disability Services & Assistive Solutions (Accessibility, Assistive Tech) (BPAGALAM)
- akta.pro secondary industries
- Assistive Input & Mobility Access (Alternative Keyboards/Mice, Switch Access, Eye Gaze) (EDAFAKAH), Accessible & Special-Needs Itinerary Planning (THAKAOAH)
Keywords
Where Euan's Guide is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Euan's Guide business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Others
Revenue model
- Donations: Individual donations from supporters, processed through JustGiving platform
- Trust and Foundation Funding: Grants from trusts and foundations including Motability Foundation, National Lottery Community Fund, People's Postcode Lottery, Foundation Scotland, and others
- Corporate Partnerships: Support from corporate entities including Baillie Gifford, CodeBase, Wood Mackenzie, and others through Charity of the Year partnerships and ongoing support
- Fundraising Events: Community fundraising activities including events, challenges, and campaigns
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free venue listing for businesses |
| Freemium | Others | Free Red Cord Cards for individuals |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Euan's Guide product offering
Product offeringCore offering
Euan's Guide operates a free digital review platform (EuansGuide.com) where disabled people, families, friends and carers find and share first-hand accessibility information about venues. The charity also distributes physical Red Cord Cards for accessible toilet safety and runs the UK's largest annual Access Survey to capture data on accessibility barriers.
Product overview
Euan's Guide is a disabled access charity operating a digital platform centered on EuansGuide.com, a review website where disabled people share and find accessibility information about venues. The core product portfolio includes: the main review platform (EuansGuide.com) enabling user-generated disabled access reviews; the Red Cord Cards product for accessible toilet safety awareness; the annual Access Survey providing research data; and supplementary features including Easy Read review forms, BSL video reviews, and a Reviews Widget for venues. Two platforms are in development: Euan's Guide for Venues (launching Summer 2026) for business accessibility management, and Euan's Guide Advertising for promotional opportunities. The organization also supports related initiatives including SpeakUnique for voice banking.
Differentiator
Problem solved
Functional benefit
Brands
- Safer Toilets: A campaign focused on making accessible toilets safer by distributing Red Cord Cards that attach to emergency cords, ensuring they hang freely to the floor.
- Euan's Guide Access Survey
Products and services
- EuansGuide.com (Disabled Access Review Platform) Free web platform where disabled people and their families, friends and carers can search for venues, read disabled access reviews written by people with lived experience, and submit their own reviews. Venues can also list their accessibility information for free.
- Red Cord Cards Pocket-sized, splash-proof physical cards that slide onto red emergency cords in accessible toilets, reminding staff why cords must hang freely to the floor. Distributed free to individuals, community groups, charities and venues across the UK; venues requesting additional cards beyond the initial 10 free cards are asked for a small donation to cover costs and postage.
- Euan's Guide Access Survey Annual research survey capturing quantitative and qualitative data on disabled people's experiences of accessibility in the UK. Findings are published in multiple accessible formats and used by the charity to advocate for policy and venue improvements.
Quantifiable outcome
- 80% of disabled people have had their goals, plans, or aspirations directly affected by lack of disabled access (2025 survey)
- +4 more outcomes
Companies that use Euan's Guide
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Euan's Guide technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Euan's Guide partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- CodeBasecoreTech hub in Edinburgh providing office space for Euan's Guide headquarters. Active corporate supporter of the charity.
- Edinburgh Napier UniversityminorUniversity partner providing internship opportunities for young people and underrepresented backgrounds.
- Inclusion Scotland - We Can Work ProgrammeminorPartnership providing internship opportunities for disabled people through the We Can Work Employability and Internship Programme.
- The Robertson Trust Scholarship ProgrammeminorPartnership providing scholarship and internship opportunities for students from underrepresented backgrounds.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Euan's Guide competitors and assessment
Company assessmentBroad incumbents
- Yelp: Yelp incorporates user reviews including accessibility-related content, and competes broadly for venue-discovery mindshare. While not focused on disability, it covers overlapping use cases for accessibility-conscious consumers.
- Tripadvisor: Tripadvisor has added accessibility filters and reviews to its broad travel-review platform. It overlaps with Euan's Guide in helping disabled travellers research venues but lacks the depth of lived-experience accessibility reviews.
- Google Maps: Google Maps has progressively added wheelchair-accessible routing and venue accessibility flags. As a broad incumbent with massive distribution, it represents both an indirect competitor and a potential partnership/distribution channel for Euan's Guide data.
Others
- Scope: Scope is a major UK disability charity that campaigns on disability rights and inclusion. It is comparable as a UK disability-focused organisation with overlapping audience, but does not operate a venue-accessibility review platform.
- Changing Places UK: Changing Places campaigns for fully accessible toilets across the UK. It is comparable as a UK accessibility-infrastructure campaign, with thematic overlap to Euan's Guide Red Cord Cards initiative around accessible toilet safety.
- Leonard Cheshire: Leonard Cheshire is a UK disability charity providing services and advocacy for disabled people. It is comparable as a UK disability charity sharing potential funder and partnership overlap, but not in the venue-review product category.
- Disabled Access Day: Disabled Access Day is a UK awareness campaign encouraging venues to highlight accessibility. It is comparable as a UK disability access initiative reaching similar audiences and venues, though event-driven rather than platform-based.
Direct peers
- AccessNow: AccessNow is a North American app and platform for sharing and searching accessibility information about venues. It mirrors Euan's Guide's value proposition of community-driven accessibility reviews for disabled users.
- Jaccede: Jaccede is a French-founded community platform that rates and maps accessible places across multiple countries. It is the European counterpart to Euan's Guide, sharing the same crowdsourced accessibility-review model.
- Wheelmap: Wheelmap is a crowdsourced map of wheelchair-accessible places, conceptually the closest international counterpart to EuansGuide.com. Both platforms collect user-generated accessibility reviews on venues and rely on community contribution.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Euan's Guide social profiles
Digital presenceEuan's Guide financial estimates
Financial estimateRevenue estimate
Valuation estimate
Euan's Guide leadership team
Management profileNumber of profiles
Profiles21 records
Euan's Guide funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Euan's Guide M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Euan's Guide
What does Euan's Guide do?
Euan's Guide operates a free digital review platform (EuansGuide.com) where disabled people, families, friends and carers find and share first-hand accessibility information about venues. The charity also distributes physical Red Cord Cards for accessible toilet safety and runs the UK's largest annual Access Survey to capture data on accessibility barriers.
Is Euan's Guide a public or private company?
Euan's Guide is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Euan's Guide founded?
Euan's Guide was founded in 2013. It employs 1 to 10 people.
Where is Euan's Guide based?
Euan's Guide is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does Euan's Guide make money?
Four revenue lines are on record. Donations are the primary driver. The others are trust and Foundation Funding, corporate Partnerships and fundraising Events.
Who are Euan's Guide's main competitors?
Broad incumbents on record are Yelp, Tripadvisor and Google Maps. Others are Scope, Changing Places UK, Leonard Cheshire and Disabled Access Day. Direct peers are AccessNow, Jaccede and Wheelmap.
Does Euan's Guide have an API?
No public API is recorded for Euan's Guide.
What industry is Euan's Guide in?
Euan's Guide's product category is Accessibility Information Services. Its primary akta.pro industry code is BPAGALAM, Disability Services & Assistive Solutions (Accessibility, Assistive Tech), with a secondary code of EDAFAKAH, Assistive Input & Mobility Access (Alternative Keyboards/Mice, Switch Access, Eye Gaze). Its NAICS code is 62412.