Posted in Business Articles, Small Business Tips

Growing with Technology: From Ledger Books to Online Bookkeeping

accounting and bookkeeping at homeAdopting a tech-based solution for your business doesn’t mean you have to abandon your back-ups.

Growing up, my family – which includes my mom’s parents and her sister’s family – took a month-long “vacation” from Sunday dinner from March 15 – April 15 every year. Why? Because my grandfather, a retired military accountant for the Veterans Administration, spread his entire tax kit out across the three dining tables in my grandparents’ home, leaving us nowhere to sit our 12-person gathering. And when my grandmother opened her business in 1982, my grandfather added her business bookkeeping and accounting to that process.

Setting the Standard: Ledger Book Accounting

He’d already spent 1 full day each month meticulously organizing, cataloging, and entering each credit and debit into a practice ledger and then, once satisfied that it couldn’t be more correct, into the official old-school ledger book by hand. But then he’d spend a full month re-tallying everything in the practice sheets, and again in the official month-to-month ledger book before embarking on his annual pilgrimage. That’s what I learned to call it as a child because he spent so much time talking loudly to God, and not always using his nice words.

That pilgrimage took him through the annually revised tax code, completing every possible permutation of deductions so that he could figure out the minimum he owed the government. You see, he and my grandmother made a magnificent business team: she analyzed consumer and market trends and selected the investments and he served as her financial backer and accountant. They always owed taxes as the end of the year but were determined to pay as little as possible.

Building on a Traditional System: First Bookkeeping Software

My grandfather’s system worked so well that he passed it along to my mother, who applied the same redundant (that’s a good thing in accounting, by the way) bookkeeping and accounting system to her business, which she sold in 2011, and continues to use as her base system for managing her own personal accounting.

But while she continued to apply those fundamental GAAP accounting systems to keep everything straight, I was able to convince her in 1996 to start using Microsoft Money to keep better track of her business’s regular bookkeeping and monthly, quarterly, and annual reporting; after all, it came free with her first box-style desktop computer and back then, no one even considered using a professional system like the early Quickbooks for home use.

That first year when she was able to turn in her year-end financials to her CPA for the business taxes, he bought her season tickets for the local college football team. Yep! It was that big a deal to him to have his business clients make the transition from all of that paper that had to again be entered by hand and calculated and corrected in his system before it could be turned into tax statements. But to receive an electronic file on that 3.25” floppy was like winning the lottery, making it easy and time efficient to run the taxes and make room for even more clients and his own business growth.

But that didn’t stop my mom from continuing in her father’s footsteps. The last and first day of each month is a tricky time to call her still and we never have family dinners then because, like her father, she spreads all of the statements and receipts out on the dining table and gets to work – every month without fail.

In 2009, when Microsoft announced that it was no longer developing or supporting Microsoft Money, well, that wasn’t a good day. And since you can no longer download the original program (there’s a replacement program), my mom spends a lot of time and energy keeping her laptop in good shape because when it goes, she’ll have to grow with it to a new accounting package.

The Value in Redundant Bookkeeping

Though she no longer does the bookkeeping for her own business, she now volunteers as the bookkeeper for several small charitable organizations. And when her laptop went kaput, she lost two years of electronic records for those organizations.

After she recovered from heart-stopping fear, she gleefully shot me – her tech-happy daughter – a big, fat “I told you so.” Naturally, I’d given her a lot of grief over keeping ledger books and doing so much work every month when she could just keep it on the computer once.

But if she hadn’t had those laboriously organized and cataloged ledger books, she wouldn’t have been able to recreate the missing two years in a new program to pass on to her successors in those organizations.

The Apple Doesn’t Fall Far

So I’ll let you in on a little secret. For all that I’ve abandoned pencil, paper, and calculator in favor of a cloud system when I do my own personal weekly reconciliation, I’ve got every statement and every receipt neatly organized in an 13-slot accordion file and tucked away in my home office. Just In Case!

 

CeCe Mikell is the Editor in Chief for Cleaning Business Today, coming to the cleaning industry from a 15-year career as a college professor of communication and business. She also works with several cleaning business owners on business development projects.

Originally published on June 16, 2015 at CleaningBusinessToday.com.

Posted in Business Articles, Small Business Tips

3 Ways You’re Doing Facebook All Wrong

Facebook marketing the right wayStop doing these three things to improve your return on engagement.

With every marketing guru adamant that a cleaning business must have a Facebook Page to facilitate growth, the internet is flooded with advice on what “to do” to get the most out of Facebook. But here are three things you want to avoid doing on Facebook if you want the best ROE (return on engagement) out of your social media strategy:

1. Stop Hashtagging on Facebook

View infographicPost view and engagement statistics show that Facebook posts without hashtags perform more than 50% better than posts with hashtags. More than that, the more hashtags you add to a Facebook post, the less likely it is to be seen. Why? Facebook has never truly embraced the hashtag from Twitter, which it sees as competition.

If you are dedicated to the hashtag, focus your social media efforts on Twitter and Instagram – but only as long as your strategy is netting you followers that you are able to send to your website and convert into customers. Just because you like hashtags and Twitter doesn’t mean your target consumers do. Make sure you play their game in their playground to make the most of your social media strategy.

2. Stop Posting Videos Directly to Facebook

It’s tempting – oh, so tempting – to take the easy route when you’ve snagged a super cool video of your techs doing something cool like hallway swimming and upload it directly to Facebook. It’s quick; it’s simple.

But it doesn’t support your online presence. Remember, the core of your online existence is your website. Everything else you do online – on any social media platform, on review sites, with lead generators, with contests – must lead your prospects to your website (where presumably you have great sales conversion calls to action).

So when you post a video straight to Facebook, you lose the opportunity to drive traffic to your website or otherwise boost your SEO. Instead, take the extra time – literally minutes – to post that video to your company YouTube channel (which you’ve connected to your website); that way you can add a card to your video, program in some keywords and phrases, and make it searchable – independent of your share to Facebook, which is still an awesome idea!

3. Stop Posting ONLY About Cleaning

Cleaning may be the only thing you think about and talk about during the business day, but it’s not likely to be the only interest in your life. The same applies to the community of followers and fans you’re trying to grow and cultivate through your social media channels. So make sure your posts appeal to all of the aspects of life of your most common target markets.

If you’re currently shooting in the dark with your topics or are posting exclusively on cleaning topics, consider this strategy: make a list of the 10 most common features of the majority of your current clients: have pets, have kids, military families, sports fans, stuff like that. Make that your 2-week rotational pattern for your daily posts. When followers see you connecting with something they care about, that’s when they Like, Comment, and Share posts, and that’s what you’re looking for in your ROE (return on engagement).

When you use the information at your fingertips to take stronger control of what you can do to create a fan following, you’ll see a higher ROE. And then you’ll be better able to connect your ROE and your ROI as the connections between community engagement and sales becomes clearer.

CeCe Mikell is the Editor in Chief for Cleaning Business Today, coming to the cleaning industry from a 15-year career as a college professor of communication and business. She also works with several cleaning business owners on business development projects.

Originally published on June 11, 2015 at CleaningBusinessToday.com.

Posted in Ghost Writer, Lighter Topics, Small Business Tips

How to Be the Biggest Cleaning Business in Town

Sara Martin, owner of phCleanStarting out in a small town didn’t mean phClean owner Sara Martin had to be just another small town business.

CBT: When, why and how did you get your start in the cleaning industry and with phClean? 

SM: My dad was a farmer, and I married my first husband after three years of university classes in early childhood education. I didn’t know much about working at a “real 9-5 job with benefits,” but I worked out of my home to assist my property manager husband, taking our then-toddler with me to show apartments, take calls, deal with tenants. As our property management business got bigger, we moved into a real office, traveled a lot, had a fun life, drove fancy cars and even had our own “cleaning lady” for a few years. But I couldn’t balance a checkbook and never really knew how much money we had; I left that all to my husband.

But in 2006, I found myself a single, stay-at-home-mom who didn’t have a college degree or a job history! My husband left me to get a job and raise our daughter on my own. Since I wanted to keep my daughter at home and homeschool a bit longer, I emailed all of the contacts on our old country club mailing list: “My hubby left me and told me to get a job, so HEY – I am cleaning homes!” And I drove up to those homes to clean them…in my Mercedes…at least, until it was taken away. And that’s how I got started in the cleaning industry.

I started out cleaning homes alone in 2006, and this gave me pocket money and enough money to finish a degree at Iowa State University. But It wasn’t until I hired my first real, legal employee and started advertising in 2008 that I decided to do this for real.

CBT: You started with one location and today have two. What’s your process – your strategic leader thought process – when you’re considering “getting bigger” and what does that mean for you? To what do you attribute your fast growth?

SM: In 2008, two years after I booked my first cleaning job, I decided this should be a real business. I wasn’t cleaning any homes by then; I had hired part time people to help and had found my start-up resources: HouseCleaningBiz101.com, Debbie Sardone’s programs and ARCSI.

As I had hired my helpers, I was using the solo cleaner model, and I kept that as I listened to all the CDs I could, downloaded all of the material I could and went for it.

I believe the reason I was able to grow fast and strong is that I did not clean. Rather, I treated my business like a business from the beginning, advertising right away with both grass roots and paid advertising. And since our home market is small, that also meant no competition, or at least not competition that was bringing it to a professional level.

Our first “home” location is in a college town, Ames IA, with a population of 58,000. But since this includes the ISU students, the “real” residents number closer to 30,000. Looking at the population and demographics, I predict we have to start hitting a ceiling soon with growth. We also have no real competition (too small for a franchise), but that doesn’t mean someone won’t try to horn in soon. If I am going to keep growing – as opposed to sustaining – I need a larger venue, and our second location in Ankeny has that, while only being 30 minutes away; this allows us to share staff and resources while it is starting out.

CBT: Originally, your company was named Professional Home Ames, but you’ve rebranded to phClean. What prompted you to change the name and rebrand your company? What benefits or disadvantages have you experienced from the change?

SM: The name you choose for your business when you are sitting at home with no experience is WAY different than the one you SHOULD have chosen! In the beginning, I wanted to present as professional, and our town is Ames, but “professionalhomeames” is a really long thing to type. And when I began to realize we really could grow out of the town, I knew I needed to switch.

I made the change incrementally, and stayed with the same green circle we had been using, just tweaking it so it remained identifiable. phClean gets the town name out, puts the word “clean” in, and we trademarked it! Now it is a brand name we can use in any town (or state), and it is short and sweet.

And since we worked off of our existing logo rather than starting over with a total rebranding “look,” our clients barely noticed the chance. So we’re not experiencing any disadvantages.

CBT: When things get frustrating or you just get stuck in a rut, from where do you draw motivation, inspiration, and plain ole energy to work through them?

SM: I go first to my small Facebook group of fellow cleaning business owners. They help me work out a thought, see something another way, or just let me vent to help clear my head.

I draw energy by looking at the steps I CAN take and taking them rather than looking at all of the steps I have not taken yet or need to do. I’m also pretty good at not taking things too personally, which helps me not get too bogged down in negative energy. And finally, I avoid dwelling on what doesn’t work and trying someone or something else when my first (or second or third) choice doesn’t pan out like I planned.

For motivation, I keep in the front of my mind the fact that there is nothing else I can go out and get a job doing that will give me an equivalent paycheck. So I am motivated to keep that going! But plain and simple, I also like seeing progress and forward motion, tracking successes and failures. Looking back and seeing our growth motivates me to press on.

Now that I’ve gotten big enough to expand to a second location, I look at the bigger cleaning business owners like Tom Stewart of Castle Keepers for both the size of his operation and the skill he wields in continuing to grow. And I still get inspiration from Tom, Derek and Liz at their Cleaning Business Builders conferences.

CBT: We’ve heard you enjoy quite a high customer retention rate. Would you share your retention rate…and your secret?

SM: In 2013, our customer attrition rate was 3.55%, which fewer than 9% of cleaning companies in the US achieve. But in 2014, we drove that percentage down to 2.42% with an aggressive quality assurance program. Yes, you’re reading that right; that’s a 97.58% customer retention rate, meaning we keep 97.5 out of every 100 customers to whom we sell services.

In 2014 we added a Quality Assurance manager for four days a week, to check homes, encourage staff in the field, correct problems in the field, re-train as needed. This was the only major change. We also read and promote the ideals in the Jeffrey Gitmer book Customer Satisfaction is Worthless – Customer Loyalty is Priceless. This year we have a dedicated Staff & Quality Assurance Manager, with a part-time Quality Assurance assistant.

I have always been heavy on staff in the office, but I also believe that that is what we need to serve well the volume of clients we have. We don’t drop balls, we are able to be prompt and proactive, and even more now, we are in the field working with staff to make that client happy. To me, that extra staffing is why we have been able to keep client loss rates so low.

The attitude we have at phClean is Client Happiness First.  All of my staff know that if a client wants to switch technicians, do it fast. If they have a problem, follow up with a prompt action and communicate it to the client. Techs let us know when clients have life events like a baby or illness, and we send cards, flowers, or drop off a small gift. We have a cupboard filled with local gift certificates that we grab and send to a client if we have “screwed up” and they let us fix it. We all know it is better to keep what you have than scramble for more new clients, and this is particularly important in a smaller community like Ames.

We always try to do the right thing and act with integrity and have great and caring communication, and that relationship the clients have with us enables us to keep them through the occasional mistake or disappointed cleaning.

CBT: As you look forward to celebrating your 10th anniversary next year, what goals have you accomplished along the way and what new ones are you looking forward to going after soon?

SM: In the past nine years, going from content stay-at-home mom to owning and managing phClean is huge. Hitting $1 million in annual revenue mark is a source of pride for all of us, and keeping it above the line is essential to us now. Managing over 37 people blows my mind. It is a huge responsibility, and I don’t take it lightly. And knowing that we brought one person from tech to trainer to scheduler to being the new Manager of our 2nd location really makes me proud.

Our goal moving forward is to become a mature business: fine tune, tighten things up, and take care of what we have done well in our 1st location while growing our 2nd location to the same size in less time. I’d like to see both locations at or above $1 million in revenue in five years.

Personally, I would like to travel even more, and do some walking adventures like hike a trail for a month! My daughter will graduate next year. and I look forward to seeing where she lands and how she grows as a person.

Originally published on May 7, 2015 at CleaningBusinessToday.com.
Posted in Content Marketing, Housekeeping, Press Releases

Cleaning Business Today Acquires Two Brands

HC and HHI AcquisitionCBT to expand reach with prosumer website brands

Charleston, SC – May 1, 2015

Cleaning Business Today, a division of Supreme Mullet Media, LLC, has acquired HousekeepingChannel.comand HealthyHouseInstitute.com as part of its brand expansion strategy.

“The key to making and keeping the cleaning industry and related home services relevant is to be the resource consumers and cleaning business owners trust and come back to time and again,” says CBT Publisher Tom Stewart. “Allen Rathey has created trusted resources with the HousekeepingChannel.com andHealthyHouseInstitute.com.”

Where Cleaning Business Today is a premier information and news outlet for growing and established cleaning businesses in the US, HousekeepingChannel.com and HealthyHouseInstitute.com add key business startup and green cleaning and lifestyle resources to a growing body of knowledge. In addition, the two resources are respectable online knowledge centers providing credible alternatives to commercially operated home and lifestyle websites with mobile applications that reach consumers.

“The expanded industry and consumer reach of these sites was a key factor in our acquisition of the assets,” explains CBT Publisher Derek Christian. “Now we are in a position to put the businesses and contractors in our own industry right in front of consumers with content and to support the development of their online presence with backlinks that Google respects as coming from a reputable website.”

For 11 years, Allen Rathey has spearheaded the most successful development of consumer-facing online resources from within the cleaning industry through the HousekeepingChannel.com andHealthyHouseInstitute.com, among others. Rathey intends to continue his work as a subject-matter expert in the cleaning, janitorial and indoor environments industries as he turns his entrepreneurial talents to related areas.

About Cleaning Business Today

Cleaning Business Today is an industry news and business development digital resource for cleaning business owners and building service contractors providing services that improve the environment, health and appearance of the indoor spaces where people live and work.We invite non-promotional discussion of relevant topics on our website and social platforms.Cleaning Business Today is dedicated to empowering the whole cleaning business – business processes and systems in addition to professional cleaning practices and knowledge.

About Supreme Mullet Media, LLC

Supreme Mullet Media is a multi-media content outlet established to broaden consumer and business awareness of the professional cleaning industry. Its mission is to empower through data-driven content and value-added business growth tools an improved professionalism among those performing, managing, selling and buying cleaning services.

Originally published May 1, 2015 at CleaningBusinessToday.com.
Posted in Content Marketing

Look Who’s Talking Cleaning in the Last Year

600600p3069EDNmainnew-contributors-300-x-250CBT new contributors among the best and brightest in the industry

New Contributors

In the past 12 months, we hav added 21 new contributors to our ever-growing list. We reach out every day to new experts in all aspects of both cleaning and business to ensure that you are getting the best information possible – all towards helping you run a healthy and profitable business.  They’re definitely worth another read!







 

  1. Deanna Arnold, human resources
  2. Bill Balek, ISSA legislative affairs
  3. Gloria Columna, cleaning franchise owner
  4. Ted Devine, insurance and risk management
  5. Kristen Hadeed, cleaning business owner
  6. Sam Hodges, business loans and financing
  7. Todd Horton, employee engagement
  8. Kris Koenig, cleaning business owner
  9. Robert Kravitz, public relations for commercial cleaning
  10. Benja Lane, cleaning business owner
  11. Kevin McGirl, sales strategist
  12. Debbie Murray, CETA director
  13. Clint Perez, marketing professional
  14. Will Reed, ISSA standards and certification
  15. Mervyn Rozet, marketing professional
  16. Eric Roudi, cleaning franchise owner
  17. Samantha Snider, cleaning business owner
  18. Bryan Summers, leadership assessment and training
  19. Amy Thomas, cleaning business owner
  20. Joe Walsh, cleaning business owner
  21. Robert Wendover, generational market researcher

Originally published April 21, 2015 at CleaningBusinessToday.com.

Posted in Content Marketing

Top 10 Stories from Our 2nd Year

600600p3069EDNmainCBT-Birthday-Cake-300-x-250From Success Profiles to Infographics to Breaking News, find out what caught the most eyes and spawned the most comments in the past year!

1. Success Stories: Kyle Walker, Real World Services

Youngest cleaning business owner launched his company at age 15 and hit his first million dollar revenue year at age. UPDATE: Since we last spoke with Kyle, he has entered the Mayoral race for Logan, OH; we believe Kyle would be the first cleaning business owner to occupy the office of Mayor while continuing to operate and grow his cleaning business.

2. Connections between Company Culture and Disruptive Innovation

Are you the company that’s throwing up brick walls in front of the people in touch with your customers – your employees? Your culture may be exposing your company to disruption and making you vulnerable.

3. Infographic: Benchmarking Your Pay Rates

Janitors and maids are the third largest occupation in the US. Are you paying enough compared to national averages?

4. Infection Control and Environmental Services Team Up in the Battle for Your Health

In order to tackle the spread of infectious disease in healthcare facilities, everyone must be on the same page. Hospitals and healthcare facilities can improve infection control when departments team up.

5. Homejoy Raises Rates, Drops out of Europe and Canada

Homejoy cites recruiting “the most dedicated, verified Cleaning Professionals in your area” and improvements in the customer experience as primary reasons for increase.

6. The Intersection of Client and Technician: Annual Software & User Experience Survey

From new mobile options to the addition of sales and marketing functions, new scheduling and user experience solutions are on the rise.

7. Success Stories: Diana Henley, Naturalcare Cleaning Service

Houston, TX-based cleaning company, founded on nature’s best cleaning and disinfecting power, branches into product development.

8. Adwords Then and Now: The Five-Year Inflation of Cost-per-Click

The number of total internet searches per year is estimated to be growing at about 10% a year. When it comes to Google AdWords, work smarter, not harder.

9. Success Stories: Lisa and Hamish Macqueen, Cleancorp 

Australian cleaning company jumps from $1M to $3.75M using online sales and service automation, wins Small Business ICON 2014.

10. The “Almost Perfect” Vacuum: Top Recommended Vacuums for Residential Cleaning Services

Top recommended vacuums for residential cleaning services – report & comparison chart

Originally published on April 10, 2015 at CleaningBusinessToday.com.
Posted in Content Marketing

Our 2nd Year in Review

600600p3069EDNmainCBT-Birthday-Cake-300-x-250Yay! CBT has grown in all kinds of ways!

As we begin Year 3 of leading edge news and solid, tested business discourse in our digital pages and on our website, we’ve taken some time this past month to reflect on how far we’ve come in 24 months before we look ahead at what we’ve got planned for the future!su

 

Top 10 Stories from April 2014 – March 2015

1. Success Stories: Kyle Walker, Real World Services

Youngest cleaning business owner launched his company at age 15 and hit his first million dollar revenue year at age. UPDATE: Since we last spoke with Kyle, he has entered the Mayoral race for Logan, OH; we believe Kyle would be the first cleaning business owner to occupy the office of Mayor while continuing to operate and grow his cleaning business.

2. Connections between Company Culture and Disruptive Innovation

Are you the company that’s throwing up brick walls in front of the people in touch with your customers – your employees? Your culture may be exposing your company to disruption and making you vulnerable.

3. Infographic: Benchmarking Your Pay Rates

Janitors and maids are the third largest occupation in the US. Are you paying enough compared to national averages?

4. Infection Control and Environmental Services Team Up in the Battle for Your Health

In order to tackle the spread of infectious disease in healthcare facilities, everyone must be on the same page. Hospitals and healthcare facilities can improve infection control when departments team up.

5. Homejoy Raises Rates, Drops out of Europe and Canada

Homejoy cites recruiting “the most dedicated, verified Cleaning Professionals in your area” and improvements in the customer experience as primary reasons for increase.

6. The Intersection of Client and Technician: Annual Software & User Experience Survey

From new mobile options to the addition of sales and marketing functions, new scheduling and user experience solutions are on the rise.

7. Success Stories: Diana Henley, Naturalcare Cleaning Service

Houston, TX-based cleaning company, founded on nature’s best cleaning and disinfecting power, branches into product development.

8. Adwords Then and Now: The Five-Year Inflation of Cost-per-Click

The number of total internet searches per year is estimated to be growing at about 10% a year. When it comes to Google AdWords, work smarter, not harder.

9. Success Stories: Lisa and Hamish Macqueen, Cleancorp 

Australian cleaning company jumps from $1M to $3.75M using online sales and service automation, wins Small Business ICON 2014.

10. The “Almost Perfect” Vacuum: Top Recommended Vacuums for Residential Cleaning Services

Top recommended vacuums for residential cleaning services – report & comparison chart 

 

Added Features

Directory

Last July, we officially launched our Directory with over 850 manufacturers and distributors listed. In addition to cleaning products and equipment, commonly found in similar directories, ours includes listings for the business services which enhance your long-term viability as a profitable enterprise. 

 

Events

Just last month, we launched our new Events page where our goal is to list as many industry events as possible:

 

  • Annual conventions
  • Regional meetings
  • Topic-focused weekend conferences
  • Free and Paid Webinars
  • Certification Classes and Programs
  • Executive and Management Programs

It’s a great way to find out what’s going on – all in one place!

 

More Product Information

Our first year, we conducted our first Field Service and Scheduling Survey and produced a report showing participants’ features side-by-side.

 

In our second year, we expanded our product survey reporting to deliver reports on a broader range of all-in-one and single-use software options and on vacuums recommended for professional use.

 
In our third year, we are asking YOU – our subscribers and the users of these products – to vote each month for the “Best of” Awards in a variety of categories: 

  • Cleaning Products and Equipment
  • Business Software and Systems
  • Marketing Services
  • Personnel Services
  • And MORE!

 

Disruptive Innovation Summit

Last fall during convention season, we partnered with ARCSI to host a unique event – the Disruptive Innovation Summit – a full day of education and discussion about some of the new ways of doing business that are challenging the classic small cleaning business model.

 

Speakers came from all over the world to help us dig into topics like:

 

  • The role of “disruptive innovation” in sharpening your competitive edge
  • The generation driving the rise of tech-enabled businesses
  • Technologies currently being used and created by cleaning businesses
  • And MORE!

 

And for a limited time, we are again making available.

Download FREE presenations from CBT's Disruptive Innovation Summit

New Contributors

In the past 12 months, we’ve added 21 new contributors to our ever-growing list. We reach out every day to new experts in all aspects of both cleaning and business to ensure that you are getting the best information possible – all towards helping you run a healthy and profitable business.  They’re definitely worth another read!







 

  1. Deanna Arnold, human resources
  2. Bill Balek, ISSA legislative affairs
  3. Gloria Columna, cleaning franchise owner
  4. Ted Devine, insurance and risk management
  5. Kristen Hadeed, cleaning business owner
  6. Sam Hodges, business loans and financing
  7. Todd Horton, employee engagement
  8. Kris Koenig, cleaning business owner
  9. Robert Kravitz, public relations for commercial cleaning
  10. Benja Lane, cleaning business owner
  11. Kevin McGirl, sales strategist
  12. Debbie Murray, CETA director
  13. Clint Perez, marketing professional
  14. Will Reed, ISSA standards and certification
  15. Mervyn Rozet, marketing professional
  16. Eric Roudi, cleaning franchise owner
  17. Samantha Snider, cleaning business owner
  18. Bryan Summers, leadership assessment and training
  19. Amy Thomas, cleaning business owner
  20. Joe Walsh, cleaning business owner
  21. Robert Wendover, generational market researcher

Originally published on April 1, 2015 at CleaningBusinessToday.com.

Posted in Content Marketing, Ghost Writer, Housekeeping

Put One Foot in Front of the Other: One Cleaner’s Path to Leadership

600600p3069EDNmainbenja-lane-300-x-250She didn’t set out to be a cleaner or even a cleaning business owner, but that’s where her path to leadership began.

We hear these things when we’re at the beginning of our business and think “they don’t apply to me” because I don’t have other cleaners yet or an office needing staff or enough towels to fight over who’s going to wash them for the next day. And it’s easy to say these ideas don’t apply to me. But I’m telling you they might not apply to you yet, so don’t close off your ears. You’ll get there. Just keep putting one foot in front of the other, and when you get there – and you will – it will all make sense.

CBT: When, why and how did you get your start in the cleaning industry and with Maid My Day Brevard?

BL: It was Jan 18, 2011 – the day before my birthday, in fact. I had just left my job of six years, and I didn’t have a job to go to the next day. I met my brother to celebrate that evening, and was excited about what I had planned: continuing to grow The Lane Solutions Group, a consulting firm focused on helping small businesses with their accounting, risk management, and HR compliance to improve their profitability, something I’d been doing for a number of years and planned to expand into my own business.

But I also knew that I wasn’t going to be able to replace my full income quickly enough to continue supporting my family, so I floated the idea of cleaning and asked my brother if he knew anyone who’d been looking for a cleaner. And the next day – my birthday, a friend of his called me and hired me. So I went to Walmart, bought some supplies and showed up at this house, ready to work but not having too much idea of what I was doing, which is probably why it took me two days to clean it. This first job included things I wouldn’t dream of doing now, like washing and pressing drapes (included in the fee) and hosing down a bathroom in bleach and then having to run away because my eyes were burning.

Within 30 days, I had accumulated enough regular clients to hire my first employee, who lucky for me had twenty years of experience in the cleaning business and whom I knew from my childhood; she was critical in helping me learn the field and technical side of the industry – on the job, literally. And within 90 days, I had enough regular clients to add a second employee to the cleaning business.

But even with this success, I wasn’t excited about the idea of a cleaning company. What I still wanted to do was business consulting and had, by that 90 day mark, a good 30 hours a week of work consulting. And consulting remained my primary focus for the first 18 months, with the cleaning business continuing to grow slowly but steadily simply through me networking through my professional channels through The Lane Solutions Group, Extreme Gleam’s parent company, and organic word-of-mouth. But only with the cleaning business revenue could I generate enough money to cover payroll and support my family. So we cleaned all day, and I consulted at night, making an 18-hour day my normal workday and maximizing my earning potential.

CBT: What was the turning point for you to make your cleaning company your focus, and more importantly your passion?

BL: I have to give that credit to a confluence of events because they all happened at the same time. It was a year after I started Extreme Gleam and I got a direct mail piece from ARCSI about the 2012 ELC in Orlando and the HCT class with it. And that spring I met Bruce Vance and David Kiser along with Tom Stewart and Derek Christian, who later became my first cleaning business coaches through the Foundations of Success program.

It was then, among the 100 or so companies gathered, that I realized I had a legitimate business and started to turn my attention to actually running a growing cleaning company. Within six months of ELC – by the convention in Chicago that same year – I had let go of the consulting business and took a leap to Extreme Gleam.

CBT: Now wasn’t your company first called Extreme Gleam? What prompted you to change the name and rebrand your company?

BL: As I mentioned, a cleaning business wasn’t my first choice. I had opened The Lane Solutions Group and had a good business following my traditional interest and skills in business, primarily for my cleaning clients. But almost two years into operating and growing the cleaning business offshoot, I liked it and I was good at it, but the original name/brand didn’t reflect the new commitment I was ready to make to focus fully on the cleaning business. So I began the process of rebranding by re-incorporating The Lane Solutions Group to Maid My Day Brevard and completed the brand conversion in January 2015.

Our new brand reflects the core values of the entire company and is more obviously customer-focused. But personally, the name change represented my commitment to my cleaning business, to being in this with both feet and my whole heart and head. To have all of my crops in one garden and to grow where I’m planted. And outwardly, it helped me to more easily and clearly say “this is what I do.”

CBT: Your first year or so in business was challenged by some unique situations. What was your source of motivation, inspiration, and plain ole energy to work through them?

BL: On a basic level, I think there are two primary motivators every business owner has: putting food on the table and making payroll. But beyond that, I’ve always received a feed of energy from the people I work with – my staff and technicians – the people to whom I am responsible for creating a sustainable job. The more customers I took on, the more people I hired, the more skin I had in the game.

My second most important source of motivation comes from my fellow cleaning business owners, primarily those I’ve met through ARCSI and the Foundations network, especially Alberto Oliveira. I can’t tell you how many times I’ve called him up to tell him “I’m fed up” or “I quit” or “I don’t want to do this anymore.” And I’d never have come back to the other end of that – back to my business – without him and others helping me.

CBT: Just a little more than a year after opening your doors, you had your first full day “out of the field” on May 6, 2014. How did you do it and how did that feel?

BL: When it comes down to it, stepping out of the field was a risk, a leap of faith even knowing things weren’t perfect. And it’s one I have to take again every time there’s a crisis – too many call outs, overbooked, quality problems, etc. – and it would be only too easy for me to just drive out there and do it myself.

But the fact is that my clients can’t afford – literally, in dollars – for me to personally perform the cleaning day-to-day or even on a special jobs basis. Why? Because there is a limited supply of “me,” so I have a responsibility to my customers to ensure they are getting the best value out of my time for the price they pay:

  • developing staff in a way where they could deliver quality service without me standing over their shoulder
  • building enough reoccurring business where I could financially sustain my move out of the field
  • raising rates to reflect the value and competitiveness of my services
  • systematically and consistently training new employees – and not just technicians
  • adopting a single line of chemicals to simplify the learning curve and improve training efficiency
  • training customers to learn and comply with service policies (so that there’s a chance of office staff actually getting things done efficiently)

The key thing for me to remember was that my being “out of the field” wasn’t permanent; it wasn’t a move where I had to say “I will never clean a toilet again.” Rather it was a paradigm shift, a new way of thinking about myself as a leader and the face of my brand.

highest compliment ever received
CBT:
You’re on the front lines in Florida as the state attempts to manage some employment-related changes, namely workers compensation, and you’ve fought hard to maintain a direct employment structure. What have been some of the challenges and how have you been able to be profitable as a direct employer?

BL: This is such a multi-step process: reincorporating while keeping the ratings we’d built as The Lane Solutions Group. There’s the standard refiling of legal and tax paperwork, but what ultimately held up the launch of our rebranding publicly was the process and waiting period we had to endure to keep our workers compensation rating. We’d earned strong credibility by not having any claims against us and by paying on time.

And when I sat down with my agent about making this change, that’s when I learned how challenging the workers compensation market is for employers in the state of Florida. The likelihood of getting a new policy for the new corporation would be incredibly difficult and might even force me into leasing employees from a staffing agency until we could get coverage. But I could continue with my current corporation and policy until that policy had seasoned sufficiently to allow me to apply to the state of Florida to transfer the policy with its ratings to the new corporation.

The key to this whole process came down to one thing: developing a relationship with my insurance carrier. And before making any major changes, talk to them; that’s what your agent is there for. Use them as a consultant for your business; after all, that’s a big part of what you’re paying them for.

CBT: As you look forward to your fourth full year in business, what goals have you accomplished and what new ones are you looking forward to going after soon?

BL: To date, we’ve been in a sustained growth mode, relying on referrals and organic word of mouth to gain new clients; and that’s worked, netting us 65% growth in 2013. With our rebranding and my move into the office, I’m finally ready to open the valve on a real, strategically developed marketing program to raise brand awareness and generate leads for the business.

As I’ve put the finishing touches on a streamlined hiring and training system, we are today just slightly overstaffed and ready to turn on the marketing and get in the game, looking to field a third team full-time and a fourth team in development by the end of the year.

In some ways, it feels like we’re opening our doors for the first time – again.

Originally published March 5, 2015 at CleaningBusinessToday.com.
Posted in Business Articles, Content Marketing, Housekeeping

2013 Cleaning Convention Recap: Networking, Synergy, and Landmarks

600600p3069EDNmain705ribbon-cutting-615-x-350What you gain attending the annual cleaning convention is priceless. Taken together with the four associations who gathered in Las Vegas in November, the industry trends, association initiatives and major awards were uniquely uniting for the cleaning industry.

If ever there was proof that the cleaning industry is strong, large, and growing, the evidence could be found at the 2013 trade show and conventions in Las Vegas. Attendance records were broken, vendor participation was at an all-time high, and annual awards honored unsung heroes.

Centered around ISSA/INTERCLEAN 2013 were its three co-located conventions by IEHA – the International Executive Housekeepers Association, ARCSI – the Association of Residential Cleaning Services International, and BSCAI – the Building Service Contractors Association International. With each of these associations reporting record attendance, it’s no wonder the main trade show was packed for two-and-a-half days.

Trends in the Cleaning Industry
Within our ever-evolving industry, change is inevitable, but it’s the changes that catch on with the customers who demand quality and specialty service as well as the businesses who work together up and down the supply chain who really define the trends and challenges facing the cleaning industry at large.

Sustainability
The “green” movement has had its day and continues to enjoy a specialty following, but the lasting trend from that effort is one of sustainability: the balance between achieving our clean goals, rendering minimal negative impact on the natural environment, and operating a successful and profitable business.

Toward that end, many manufacturers launched or featured low-impact salt-based cleaner/sanitizers, including some designed for use by residential cleaning companies. The number of steam-based cleaning and disinfecting options is growing, and the availability of cleaning enzymes is expanding.

Aging Building Maintenance
More than once, the challenges of servicing the “aging building market” was a topic of presentation and discussion. For many years, cleaning was cleaning, with no standard body of knowledge or skills established. With construction remaining slow, rents rising, and businesses moving to older buildings, BSCs find themselves faced with a well-worn building where no amount of removing soil can make things shine the way they used to.

BSCs are faced with the conundrum of feeding into the “pretty and shiny = clean” consumer mentality or potentially losing out on contracts when maintenance or even renovation is the best choice for achieving the consumers’ end-goal appearance. For this reason, the multiple-solution bid is becoming more common, providing the opportunity to place the best option (whatever that may be) in a value perspective.

Mobile Business Solutions 
The number of online and mobile business solutions grows every year, so it was only a matter of time before technology-based solutions made their way into the cleaning industry. Mobile business solutions are major investments that empower cost-cutting savings in operations and support services. They make a huge, positive difference in margins. Online quoting tools and automated sales systems help land new clients. Customer satisfaction and survey tools help retain great clients. These mobile solutions also enhance efficiency in scheduling, creating work orders and dispatching field staff.

When you’re evaluating your existing solutions or looking for a new solution, be sure to check for mobile and cloud interfaces with coordinating products, including ISSA Innovation Award winner CleanTelligent Software for their mobile surveys and work orders. And be sure to check out our June article, which compares options for scheduling and field services software.

Trends Among Associations
Since 1998, ISSA has shared the annual ISSA/INTERCLEAN Show with at least one, and now three, co-located associations. Together they represent “customers” of the various manufacturer and distributor groups who comprise ISSA’s primary membership. And in those 15 years, IEHA, BSCAI and ARCSI have worked together with ISSA to empower growth within the industry at large and within their own constituencies.

IEHA executive director Beth Risinger commented that about 20 years ago, when she first reached out to ISSA, the leadership of other associations was skeptical of initiating a relationship between ISSA and a group considered its customers. But today, she and the leadership of ARCSI and BSCAI have forged strong friendships and an enormous business network. This strengthens the member companies of each group.

BSCAI opened its convention with a unique panel including leadership from BOMA – Building Owners and Managers Association, IREM – Institute of Real Estate Management, and IFMA – International Facility Management Association, along with the BSCAI President. Though the panel was focused on addressing important questions for building service contractors (BSCs), the conversation and its residual value spans the industry.

Our common cause is the delivery of exceptional products and services to the occupants of the spaces we build, manage, clean, and maintain. When we enter into business arrangements with this knowledge, knowing the mission and recognizing the value of our respective associations, we better benefit each other and ourselves. Specifically, we best benefit our end users by:

  • Cooperating and collaborating with members of related industry associations
  • Sharing mutually beneficial resources – bodies of knowledge, educational programs, and certifications
  • Engaging in informed supply chain relationships, which provides the best possible experience for end users
LANDMARK AWARDS

IEHA – ISSA Lifetime Achievement Award
Beth Risinger

beth-risinger-150-x-200This year’s Lifetime Achievement Award marks the 15th anniversary of the landmark and highly-successful partnership between ISSA and IEHA. And for the first time, IEHA participated in the selection process and presentation of the award. As the executive director of IEHA, Beth Risinger has grown that organization to the largest of the three association partners to ISSA. Together with ISSA, she has championed education, certification programs and the development of many leadership tools. She has authored Kip the Koala, the first coloring book for children about cleaning.

BSCAI Industry Service Award and ISSA Industry Distinguished Service Awards
Varsity Facility Services

Don-Aslett-and-Arlo-LukeTwo of the industry’s top service awards were granted this year to Founder Don Aslett and Board of Directors Chairman Arlo Luke, both of Varsity Facility Services. These two college friends started Varsity Facility Services over 55 years ago and have grown it into a powerhouse.

The company has interests in every area of the cleaning industry and has achieved several milestones. It was the first company to become CIMS Certified with Honors. In addition, Don Aslett is the founder and curator of the Museum of Clean, an historical collection of cleaning instruments and advertisements which serve as a testament to the role of cleaning in the evolution of society. In his award comments, Don asserted that, though “we’re still invisible” to many, he can always tell a professional cleaner by the sagging pants, where their keys have pulled them out of shape.

BSCAI Employee of the Year Award
Patrick Morgan

It’s not often that the heroes of the cleaning industry are known outside of their association, let alone outside of the company for which they work. But thanks to the power of our connected world, the tale of Patrick Morgan of Sunshine Cleaning Systems went viral in early 2013. So on November 20th, when Larry Calufetti, President of Sunshine Cleaning Systems, introduced Patrick for the BSCAI Employee of the Year Award, sponsored by Hillyard, Patrick was known, recognized, and appreciated for the example he sets for members of the industry, and also for consumers.

ARCSI President’s Award
Rachel Farquer, My Maid Service

rachael-150-x-200In its closing President’s Reception, ARCSI honored Rachel Farquer of My Maid Service, who in 2014 will become the majority owner and general manager of the company’s newest office in Dayton, OH. Having started off as an average cleaning technician, Rachel’s true talent in leadership and management was revealed when she transitioned to office work in the later months of a pregnancy. Today, at just 24 years old, Rachel is the first President’s Award recipient to have risen through the ranks of her employer’s company to become a majority owner.  Read Derek Christian’s nomination letter.

Through awards and the occasional viral video, members and companies in our industry continually advance the notion that “clean is a condition,” in the words of Don Aslett. With far more than just the four industry associations which convene with ISSA/INTERCLEAN each year, it is essential to remember that all are aiming toward the same ultimate goal: a strong and growing cleaning industry perceived as valuable by our society.

Originally published on December 2, 2013 at CleaningBusinessToday.com.
Posted in Business Articles, Content Marketing, Small Business Tips

The Family Business: They Have to Really Want It for the Dream to Become Reality

600600p3069EDNmain1157Anago-3-shot-300-x-250Father and son navigate the life-long process of succession planning.

When Dave Povlitz filed his business corporation paperwork in 1989, he was already thinking about who would take over the company when he was ready to retire. Though that day was 30 or so years in the future, he knew that it mattered even then – in the beginning – if he wanted to ensure the continued success of his legacy at Anago Cleaning Systems.

And like many business owners with a family, Dave dreamed of one day watching one of his children – daughter Lisa or son Adam – grow to love his business as much as he did and want to lead its continued growth. But as much as he dreamed of this family legacy, Dave also knew that leading his business had to be something that the next leader – family or not – valued, believed in, and wanted.

To build his company into something both successful and sustainable, Dave established Seven Unifying Principles to guide the company in setting overarching strategy and addressing day-to-day challenges. And it’s these seven principles, or core values, that have guided his approach to succession planning.

1) Believe in People
“You’re not working for me,” Dave told Adam when he graduated from college with a degree in finance. “You need to go out and work and learn something.”

The leader of a company needs to have enviable attention to detail, intricate financial expertise, and great operational/managerial skills. S/he must be a self-starter and a person who is continually creating ways to do everything better. This person is your biggest sales person and brand advocate, the most human and approachable member of your company. And above all, the company CEO must have a great heart.

“We are here for our franchisees’ success,” says Dave. “That’s our motto.” And that’s where Adam started with Anago after he’d worked in corporate America – as a regional franchise development manager helping franchisees get set up and troubleshoot challenges.

2) Have Personal and Professional Integrity
“The difference between good and excellent is a person’s attention to detail while having empathy.”

One of the hardest parts of creating a family legacy through natural succession is avoiding even the appearance of nepotism. When a business owner brings family members directly into a leadership position, they often inherit a target on their backs at the same time. It’s more than just important, it’s critical to ensure that anyone being promoted into a leadership position has a solid foundation in the inner workings of the company.

Before college, Adam had spent some time telemarketing for the Anago franchisees by day and cleaning a daycare center by night. His sister Lisa started out as a bookkeeper while she went to college. Dave worked hard to make sure that both of his children could speak to every part of the business before considering them – or anyone else – for promotion.

3) Give People the Opportunity for Advancement
“No matter what I did, I was only going to ever be one tiny little cog,” explained Adam about what made him start searching for more than the standard career in finance.

When a leader starts to think about succession, it’s tempting to try to think of finding a person who’s ready to just step right in. But the reality is that very few people like that exist – someone with just the right skills, perspective, and knowledge to step out of an existing job and into the CEO shoes. That’s why it’s vital that a company have and support an employee structure that not only allows for a few to grow into new levels of responsibility, but that actively promotes advancement.

The Master franchise structure that Anago uses does exactly that. It put Adam and Lisa through their paces and helped them grow into the leaders they are today. Adam is the Executive Vice President, having worked his way from cleaning technician and telemarketer to regional franchise development manager to financial officer to the executive team leader. Lisa is the Vice President of Internal Operations, having started as one of the bookkeepers, and now oversees 20 administrative staff responsible for telemarketing, regulatory compliance, human resources, and more.

4) Promote Training and Education
“The primary barrier to entry in the cleaning industry is not cleaning, but the other stuff,” claims Adam. “There are smarter ways to do business, and that’s what we teach our franchisees.”

As important as the formal and on-the-job training is that top-level executive candidates bring to the leadership of the company, it’s just as critical to consider the role of all levels of management within the company in two key areas:
– Their need to continue learning and be growing contributors to the existing and future leadership.
– Their ability to impart both skill training and institutional knowledge to other leaders-in-training.

Dave made sure that both Lisa and Adam would value continuous training and education by having them learn the business from lower management roles. They needed both job skill training and company culture experience.

5) Reserve the Right to Make Mistakes
“Move slowly. Analyze the details of a person’s career,” explains Dave. “Try to find someone from within the organization that has grown up while experiencing the ups and downs and pitfalls of growth. It takes a lot of negotiating in every aspect of life to be a great CEO.”

Those mistakes are an important part of evaluating a person’s ability to lead because mistakes expose a person’s ability to exhibit several of the core values. In fact, a question about a mistake is one of the best questions any interviewer can ask a candidate for any position. The value to the person making a mistake is in recognizing the need for change. The value to the interviewer is the glimpse into the candidate’s reaction to change and ability to see and maximize opportunities.

That’s another reason Dave insisted Adam and Lisa both work from deep within the company to earn their current leadership roles: to ensure that they had ample opportunity to make and learn from their mistakes as part of growing into excellent leaders.

6) Provide a Sense of Achievement and Enjoyment
“The best ideas for development come from our franchisees,” says Adam. And as he’s worked with franchisees, Adam has come to value the growth driven by their knowledge.

The greatest sense of self comes with being encouraged to tell a story about what you go through to arrive at a point of resolution. In other words, when you describe a challenge and are also able to explain how you developed a solution. And to do that, you need someone to listen to your story. That’s one of the ways that the success process can bring the excitement of change and inspiration into a company.

Adam has made it an essential part of his role to listen to the company’s franchisees and support their solutions and recommendations for global development.

7) Manage with Goals
“We don’t want to be your father’s cleaning company,” laughs Adam as he starts to list some of the ways the same old goal of growing the company looks so different in a technology-enabled world.

Business growth is driven by a company’s ability to continually differentiate itself from its competitors, and today a company’s use of technology to create an outstanding user experience is critical to meeting that expectation. More business owners are emerging from the millennial generation in their 20s-30s; they are the rising decision makers, and they’ve been conducting business in an app-based, automated, instant information and accountability world.

As the Executive Vice President and CEO-elect, Adam is already moving the company in some new directions with that growth goal:
– Developing tablet-based software to support easier client interactions and improve technician job delivery and unit franchise operations.
– Expanding the franchise both nationally and internationally, empowered by the ability to use technology to bridge many international challenges.

Passing On the Family Business
With Adam poised to advance to CEO upon Dave’s retirement, both had a few additional cautions for business owners who want nothing more than to see their family join and grow their dream into a true family business:

You – the business owner – have to make sure that son or daughter, sister or brother really want to work in the industry and work hard to develop a full set of leadership skills – even the uncomfortable ones.
Be careful to compartmentalize emotions when interacting with family members – both at the office and at home.
Minimize the appearance of a family clique within or above the full leadership team; Dave, Adam and Lisa limit their family time to one lunch a week.

Power is taken, not given, even within families; be careful to avoid “taking over” before the current CEO is ready to hand over the reins.

Anago Cleaning Systems, led by Chairman and Founder David Povlitz, is enjoying its top growth year ever and will celebrate its 25th Anniversary in 2014. Anago encourages the growth of family-run businesses; in fact, its most successful Master Franchisees are those with a family element in the business dynamic. David has seen the rewards of working at his company with his son Adam, the Executive Vice President, who plays a growing role on the Executive Team of the company, responsible for operations, Master training, and management of vendor relationships.

CeCe Mikell is the Editorial Director for Cleaning Business Today, coming to the cleaning industry from a 15-year career as a college professor of communication and business. She also works with several cleaning business owners on business development projects.

Originally published on October 27, 2014 at CleaningBusinessToday.com.