Cool Aunt Cleaners

How One Founder Grew a $100K Cleaning Business with $2,000 Savings

Founded By

Anna-Marie Ortiz

Monthly Revenue

$10K

Starting Costs

$2K

Founders

Profitable

Yes

Year Started

2023

Customer

B2C

Founded By
Anna-Marie Ortiz: Monthly Revenue
$10K: Starting Costs
$2K

Founders
1: Profitable
Yes: Year Started
2023

Customer
B2C

Who is Anna-Marie Ortiz?

Anna-Marie Ortiz, founder of Cool Aunt Cleaners, grew up in Wichita, Kansas, and has a background in business from Butler Community College, although she left college early. She gained entrepreneurial experience working at tech startups and a plant shop before launching her cleaning service in Portland, Oregon, in 2023.

What problem does Cool Aunt Cleaners solve?

Cool Aunt Cleaners provides busy urbanites with reliable and personalized cleaning services, freeing up their time and energy for more enjoyable activities.

Founder-Market Fit

Skills

What skills did Anna-Marie Ortiz have that led to their success?

Resilience and Adaptability Financial Management Client Acquisition Operational Efficiency Project Management Finance Entrepreneurship Network & Community Engagement Marketing Business Strategy Self Motivation Skills

How did Anna-Marie come up with the idea for Cool Aunt Cleaners?

Anna-Marie Ortiz's journey to starting Cool Aunt Cleaners began with a need for change and independence. After moving to Portland, Oregon, she sought a fresh start where she could create something entirely her own, away from the constraints of working for others. Having worked various jobs and dabbled in entrepreneurship before, she aimed to build a business that was manageable with her limited resources.

Realizing that opening a cleaning service could have low startup costs and no inventory challenges, Ortiz saw a viable path forward with her remaining $2,000 savings. Her practical experience with previous ventures allowed her to assess the situation critically, applying skills from her past endeavors to set up and position her business effectively. She also identified an untapped market opportunity, recognizing that by using her tech and advertising know-how, she could stand out in an industry mostly dominated by small, traditional operators.

Key to her successful ideation process was understanding the importance of keeping expenses low and refining her approach based on the initial feedback and challenges she faced. By starting small and adjusting as needed, including scaling down her hiring to maintain quality and manage costs, Ortiz overcame early setbacks. Her experiences taught her the value of persistence and adaptability, crucial lessons that guided her in shaping her initial business concept into a tangible reality.

How did Anna-Marie Ortiz build the initial version of Cool Aunt Cleaners?

Anna-Marie Ortiz built Cool Aunt Cleaners with an initial investment of $2,000, focusing on essential tools and branding assets such as a website, a logo, and marketing materials. She meticulously chose high-efficiency, portable cleaning equipment like vacuum cleaners and eco-friendly supplies, allowing her to cater to young professionals in Portland. The first iteration of her service relied heavily on manual marketing strategies like flyers and business cards, which helped keep costs low while gauging demand.

Constructing the business was challenging due to unexpected labor costs and the complexity of scaling operations efficiently, but her perseverance and flexible approach allowed her to adjust her model, recalibrate team size, and gradually incorporate part-time help as business increased. Despite the challenges, Ortiz's adaptability and resourcefulness were crucial in evolving her side hustle into a full-time endeavor.

What were the initial startup costs for Cool Aunt Cleaners?

Startup Costs: Anna-Marie Ortiz started Cool Aunt Cleaners with her last $2,000 in savings. These funds were used for supplies, a website, a professionally designed logo, registering her business as an LLC, domain name, Google Workspace, a vacuum, cleaning supplies, microfiber cloths, car magnets, and T-shirts.

What was the growth strategy for Cool Aunt Cleaners and how did they scale?

Word of Mouth

Cool Aunt Cleaners primarily grew through word of mouth in the initial stages. Anna-Marie Ortiz, the founder, utilized traditional methods like business cards and flyers distributed in targeted neighborhoods to attract customers. This approach kept costs low and relied on communities to spread the reputation of her cleaning services.

Why it worked: By avoiding costly online advertising, Ortiz maintained low operational expenses while focusing on building a local network. The personable approach of physical flyers and business cards lent a human touch that resonated with potential customers, encouraging them to refer her services to others and increasing local recognition and trust.

Local Community Engagement

Ortiz actively engaged with her community to make her business known by focusing on targeted neighborhoods, especially those with many young professionals. She emphasized the approachable and friendly brand of Cool Aunt Cleaners, which differentiated her from more traditional cleaning services.

Why it worked: This strategy leveraged community support and customized service, capitalizing on her relatable brand image. Her personal involvement and understanding of community needs helped create a loyal customer base, fostering repeat business and referrals. Building trust within the community made it a popular choice for cleaning services.

Effective Branding

Ortiz created a distinctive brand by positioning Cool Aunt Cleaners as a relatable, modern cleaning service. This was enhanced by the choice of the business name and a creatively designed logo, which helped capture the attention of her target demographic.

Why it worked: The branding resonated with her audience because it aligned with their lifestyle and values, making the service attractive and memorable. Her strategic branding helped position the company favorably against more traditional cleaning service competitors, making her more relatable and personable in the eyes of potential customers.

These strategies demonstrate that even without significant advertising budgets, businesses can grow by leveraging the power of community, effective networking, and clever branding.

What's the pricing strategy for Cool Aunt Cleaners?

Cool Aunt Cleaners offers flat-rate pricing starting at $100 for standard cleans, with additional charges for customized services and move-out cleans, maintaining competitive pricing without discounts.

What were the biggest lessons learned from building Cool Aunt Cleaners?

Adapt Quickly: Navigating fluctuating revenue meant adjusting the business model, like downsizing the team when costs outweighed earnings. It's crucial to stay flexible and reevaluate strategies as needed.
Value Resilience: Anna-Marie's journey shows that persistence is key in entrepreneurship. Despite setbacks like lower income and team challenges, continuing to push forward is vital for growth.
Focus on Core Strengths: Starting solo and using existing skills like tech and advertising helped differentiate Cool Aunt Cleaners in a crowded market. Leveraging what you do best can build a strong foundation.
Understand Scaling Pitfalls: Rapid expansion with employees proved costly. It's better to grow at a pace that aligns with your financial and operational capabilities to avoid unnecessary stress and expenses.
Create Personal Fulfillment: Despite earning less than her previous job, the independence and control over her work life were rewarding. Ensure your business aligns with what you personally value to maintain motivation.

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