I'm really very fond of notifo and the service that it offers is invaluable, but what I think is wrong with it is the packaging. I can understand what notifo does, but I don't think anyone else in my family would ever understand it.

If I were them, I'd pivot notifo to become a kik-like instant messenger, but with a little twist : it's the IM that webservices can send messages to. So you grow on the consumer front because people can just use it for normal IMing between friends, but then you make revenue on the back-end by selling the website to user offering (when it exceeds a certain size).