Dan Kats
@DanKats23
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Founder & Owner of Shorely Clean 🧹 | Making local connections digitally | Learning & growing entrepreneur
New Jersey, USA
Joined May 2011
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Pinned Tweet
I started a cleaning company in Jan ‘23 based in NJ and sharing my lessons along the way
Now, I’ve handed off day-to-day ops to my office associate as I am working in Medical Device sales in Manhattan!
Follow along for more learnings about my business, sales, and more!
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Background check came back with a DUI
This is the potential cleaner’s explanation
Do you hire?
1K
14
2K
Just won my first largest commercial cleaning contract 🎉
Daily cleaning 5x/week of 15,000 sqft office building
Now need to create a contract for them to sign. Anyone have suggestions / sample contracts they can share
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In 1 hr and $200 I just started a new biz in a state I don’t live in
- Made name
- Made logo (Canva)
- Got website (GoDaddy)
- Got email
- Got registered agent
- Registered LLC
If you’re waiting for a sign to start, just do it!!
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Okay but real talk why do Becky and Gerald from finding dory look cracked tf out
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Any tips on this?
My $3K job we did last week for Hasidic Jewish family Passover deep clean…
customer is saying we didn’t do this small closet which was never shown to us or part of scope of work
How would you respond?
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Hard realization today: if your business isn’t where you want it to be, ramp up outbound
Increase cold email
Increase cold call
Get to work
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In case anyone doesn’t know, I work a 9-5 and I’m building a local-remote residential cleaning company 5-9 (aka after-work side hustle)
My goal is to start this company without spending more than $1000 so follow along and let’s see if it’s possible!
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Are you starting a cleaning biz or do you have one already?
Here’s my strategy for cleaner hiring to ensure they (1) Don’t no-show and (2) No need for test cleans
Quick 🧵
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Going in on Fb Ads for my cleaning biz
Here’s what I’m going to be testing (shoutout to VA for making them)
Promo as you can see is 4 hrs of cleaning for $249
We’ll then charge more $$ if they need more time
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I don’t talk about it much, but my W2 job is in Medical Device sales in Manhattan
Just clocked in 18K steps for the day 😮💨
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April was officially my biggest month yet
$25.9K in total revenue at 12% net margins
However, I’m starting May with less booked than I did starting April (due to several large one-off jobs)
Excited to see where I’ll get and need to remember progress isn’t always linear!
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Where does everyone scrape lists of local realtors?
I had a guy from Fiverr get me 1000 names for $100, but definitely exhausted that by now
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I’ve been cold calling realtors for my residential cleaning business.
Copy my script & process and do it yourself! A 🧵…
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Contract for daily cleaning has officially been signed!
Start date: Jan 2nd 😋
Just won my first largest commercial cleaning contract 🎉
Daily cleaning 5x/week of 15,000 sqft office building
Now need to create a contract for them to sign. Anyone have suggestions / sample contracts they can share
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Got my first lead and BOOKED it for a move-out clean!!!
Fumbled a bit on the phone, went out of order in the form, and actually had to call them back cuz I refreshed the page and lost their cc info…
But we all start somewhere! It’s all about learning from your mistakes
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Door hangers finally arrived!
Again, best $30 spent for a designer on Fiverr for these 🙏
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March is in the books!! 10K in month 2 of operations!
First (barely) profitable month at 8% net margins
Crazy how anything is possible—plus got 2K in recurring revenue for next month 🙏
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I closed $3700 of sales for my cleaning biz today. Grand slam of a day
But I was also on the phone quoting a new customer. After delivering my price, she scoffed and said ‘What do you think you’re cleaning?! The Taj Mahal??’
Not everyone is your customer! And screw u Stacey 😂
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Closed $3479 of revenue today
1) Post construction clean for $999
2) Post construction touch-up in 7 days (same customer) for $349
3) Thrift store deep clean $2131 (2-day job over weekend in April)
You don’t win them all, but when you do it’s all worth it
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Cleaning biz did $16.8K last month (5th month) in revenue
My only regret is that I didn’t start this sooner…
To those thinking of starting, you should’ve don’t it YESTERDAY because this is such an incredible opportunity vehicle to be in
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Late, but here are my April figures for my residential cleaning business, 3rd month in business:
Revenue: $8.6K
Expenses: $7.9K
Profit: ~$700
Net Margins: 8%
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Note—the quote has a utility closet on the main floor, which is separate and has been completed
This is a closet in the basement
Nervous about the cc dispute here + his entire community giving me 1-star Google reviews…
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After one year of serving customers, I just had my FIRST cleaner no-show
She was one of my best and ALWAYS clocked in on-time (to earn $10 punctuality bonus)
Turns out her father passed away and she forgot to reach out (understandable)
Remember your cleaners have lives too
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Another update:
Customer initiated $2.5K dispute on cleaning we spent 54 labor hours at
He’s not even letting us return to clean a closet that’s (1) out of scope (2) 1% of his entire home
Anyone have experience with cc disputes or won them before? Should I involve lawyer?
For anyone wondering, I gave him a call this morning
He didn’t answer so I left a VM saying I wanted to come to a resolution and would wait for his call back
Also texted him following up on my VM
12 hours later, no answer 🤷♂️
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Just got notified today that I won the dispute
They said up to 90 days, it took just over a month
Pretty happy I don’t have to cough up the $2.5K rn 😬
My office manager and I put together a 22-page document (mostly screenshots) as evidence against the dispute
Overkill? Maybe
But there is outstanding evidence that we delivered a service to that customer
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I just hired my first VA for my cleaning company!!!
Planning for them to start on Monday
Onboarding schedule as follows:
- Week 1: 4 hrs/day
- Week 2: 6 hrs/day
- Week 3: 8 hrs/day (FULL TIME)
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I turned 25 yesterday
Crazy to think of my accomplishments in the last 365 days
- Started a cleaning biz
- Just got my dream job in MD sales
- Lived in FL during winter & now moved in to Manhattan
No matter what you do, strive to get 1% better every day
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My ‘best cleaner’ is asking to buy out not 1, but 3 of her regular customers
Their MRR are: $2000, $550, and $300 per month
Contractor agreement states they can be bought out for $750/customer
How can I have avoided this? What should I change my buyout amt to?
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Had another office cleaning quote today
They want DAILY (M-F) cleaning, and we’re estimating it’ll take 3-5 hrs
Quoting them at $50/hr x 3 hrs x 5 days = $750/week
This would be my first regular commercial client. Those ahead of me, is this too high, too low, or just right?
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For people asking how I did this…
Here’s a quick breakdown step-by-step of what happened to secure my first daily commercial cleaning contract
While only $1750/month, this will be daily work and push my business in the direction of commercial work
Quick 🧵
Just won my first largest commercial cleaning contract 🎉
Daily cleaning 5x/week of 15,000 sqft office building
Now need to create a contract for them to sign. Anyone have suggestions / sample contracts they can share
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Called references and they all spoke very highly of this applicant
Will be moving forward with them!
Background check came back with a DUI
This is the potential cleaner’s explanation
Do you hire?
1K
14
2K
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Officially just re-registered my business for the next year
First 12 months did $113K at 7% margins
Peak was 18K/month over the summer. Last month dipped down to 9K.
Nothing life-changing, but 100% worth it for everything I’ve learned along the way
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$2500 chargeback in my business?
Good.
4 of 7 people on my team for W2 job reassigned in last 2 months
Good.
Heading straight into the storm of adversity
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Just surpassed 1000 followers. Thanks everyone for being here!
This is evidence that putting in the time and work WILL pay off
Going to be doing $18K in revenue this month
Probably time to update my pinned tweet…
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Just ran my numbers for July
$39K top like revenue
Between economies of scale (lots of fixed costs) and switching from % to hourly pay, I net more last month than I did Jan-Jun
First time breaking 20% net
It’s taken some time, but finally seeing the fruits of my efforts 🙏
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When you realize finding out your blood type is the only A+ you'll be getting this semester
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Changed bonuses for my 1099 cleaners:
Was:
- $15 Punctuality Bonus (arrive within 10 min of job starting)
Now:
- $10 Punctuality Bonus
- $5 checklist bonus (complete checklist + leave biz card for customer)
- $15 review bonus (if customer leaves review with your name)
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Sending out texts to ~400 realtors tomorrow/Friday checking in if they have any deals that need cleaned
My office associate will be responding/answering all interactions while I’m working my W2 in the operating room tomorrow
Let’s see how this goes
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Had my first team of 2 complete their first clean yesterday (5 BD 3 BA) home!
Customer loved them so much, left a $150 tip and asked for a bi-weekly service. This’ll be the first recurring customer I finally acquire! 📈
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Just finished quoting 4 local medical offices (2 urgent cares & 2 primary cares) for daily cleaning
Can be a 7K/month contract if we land it
Only caveat is I don’t have capacity for this, so will be hiring new staff members if we win the bid!
Anyone done this before?
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Spent time today to scrub a list and contact local real estate agents.
DISCLAIMER: I did not book any cleanings but did begin to form relationships for the future!
A quick 🧵
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First day of my daily commercial customer!!
Could’ve gone smoother with direction / plan on what to do this first day
I’ve now created this schedule to follow moving forward!
Facility has 2 floors and low-traffic, so everything is rotated through 1x/week
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Airbnb customer just sent me their schedule for the next 4 months
20 cleanings for ~weekly turnovers, adding 4K revenue to the biz
This is so addicting 🤑
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My 2nd VA has been focused on cold calling these last few weeks
This week dialing 50 offices/day
~300 dialed and 0 walkthrus / meetings scheduled
How many more until I call it quits?
He allegedly had sales experience and I don’t have time to train / listen to calls
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Another month, another initiative
Decided to pull the trigger on a Fiverr SEO expert who came as a referral from someone else in the SMB cleaning space!
Paying a third of what I was quoted by US companies
Boy do I love global talent
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12 BD 12 BA 7K sqft Passover cleaning
Cleaning out inside of all cabinets / drawers / closets
Customer accepted 2-day $3K bid. Gonna be the biggest job yet!
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My VA was caught red-handed lying about being sick and was actually out of town with friends
Agency is replacing them with someone else that already has experience (thankfully)
Didn’t want to be here, but that’s the reality of being in business
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Urinary system test tomorrow... So if I pee on mrs riehl can she just give me a 100
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Do you ever meet someone you who's just super cool and wish there was a button you can press to automatically be best friends because same
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Ripping it on Angi Leads
$750 down for $1000 total spend (free $250)
No contract. Just a one-time payment to try it out. Going to spend $500/month for 2 months
If it doesn’t work, I can say I’ve tried it for my service area
If it does, that’s a new marketing strategy 💰
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So my calc professor was like yeah the textbook is $200 but you don't need it so when you don't buy the book, remember the next keg is on me
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Got my first proof of postcard to new homeowners
Thoughts / feedback? Especially if you’ve done a postcard campaign before!!
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My top cleaner wants a higher wage
Currently they are paid 50% of the job with additional bonuses ($10 for punctuality & $5 for completing a checklist), bringing them closer to 60%
What incentive programs do you have for cleaner to earn more with more time at your companies?
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Would be cool if someone organized a conference for digital cleaning / local service biz owners
Good excuse to get us all in one room + use biz $$ to travel somewhere for the weekend
Would anyone be interested?
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New cleaning team of 3 is officially in!
Raving review from their first customer! 💥
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Hey SMB Cleaning!
What’s the biggest ‘hack’ you did in the first 3 months of operating that LEVELED UP your business?
For me, it’s using Zapier to connect BookingKoala to OpenPhone and make a zap:
Every new customer in BK = new contact in OpenPhone
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MY VA BOOKED A CLEANING JOB TODAY
First time manning the phones. Feels crazy to see a booking without ever talking to the customer about it…
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Got a call to clean a private school 5 days a week, Mon-Fri
Scheduling a walkthrough next week. Really hope we get this one!
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Did a walkthrough for a dental office
It’ll take 6 hrs to clean once a week
Based on our rates, we charge $45/hr so $270/cleaning
However, they’re currently paying $560/month for cleaning
Any easy way to break the news that we are double their current providers?
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Sales tactic for people saying ‘let me talk to X and get back you’
Offer $25 off if they book by EOD
Then, schedule text for 8 PM reminding them of promo ending by EOD. Bonus if you include link to book themselves online
Booked a deep clean this evening with minimal effort
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Today i made the decision to fire my first ever cleaner I hired
She’s worked for me over a year
She’d power through big jobs
But we were no longer a fit.
And it came to a head today.
I hope someone learns from me so you don’t make the same mistakes 🧵
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Just accepted a job offer, more details to come…
Will have a lot LESS time to work on my cleaning biz in the coming weeks/months
You never know what life will throw at you, so the time to automate & delegate is NOW
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Just got a call from a realtor I’ve been cold texting since May ‘23
She just called asking for move-out cleaning a 3-house estate
Gonna have it quoted tomorrow. Remember that cool stuff takes time
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Gonna be texting a couple thousand realtors this weekend in the area
Starting with this text. Yes, it’s coming from an automation, but trying to seem as genuine as possible.
Would you respond?
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Turning OpenPhone notifications off has been the best thing for my business & mental health
Proves that my 2 VAs can handle 95% of the day-to-day
I feel like I’ve been spending too ‘little’ time in my business lately, but feels good to take a breather after 20 months
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Finally getting a lot of leads for my cleaning biz
Really putting my VA to the test of her sales skills
Will be listening to convos and providing feedback. If you’re not doing this then your VAs aren’t learning
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Mailing my cleaners a folder with our cleaning checklists + business cards
While I can’t require my 1099 cleaners to complete the checklist, I CAN offer a $5 bonus if they complete and upload a photo of it completed, with my business card on the customer’s kitchen
Thoughts?
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Parents decided to book a last minute trip to Hawaii in 2 weeks. Invited me & sister
I’m on fence about going. Just started new in-person medical device sales job <6 months ago & still ��earning stripes’
But @ same time, team is top 10% in country for year and they’ll be ok
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Lost out on a commercial bid
Decided to follow up and ask why
Pricing should be the only reason we lose out. Happy to see they liked everything else about our service
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Starting a cleaning company isn’t easy, but it’s possible and relatively straightforward especially with so much free content online!
Now that I’m ending my 2nd month of serving customers, there’s a lot less content on ‘steady-state’ operations
So here’s what I’m doing! A 🧵
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September is officially the end of my summer peak season
Really starting to feel it. Need alternative lead gen.
Any recommendations what everyone is doing / using for lead gen now?
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Hired 3rd VA as referral from first one, who works thru agency (I pay $8/hr, she earns $6)
New 3rd VA start at $4.50, with tiers to earn $6 at 6 months & $6.50 at 12 months
First VA telling me she’s disappointed in pay discrepancy I started her referral at
Growing means
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Got confirmation that we won over a very small office weekly cleaning bid!
Only $100 per job and starting in Oct, but slowly but surely finding business in the commercial space
Just added $5200 to annual revenue
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Tested a strategy I saw here on Twitter and it actually worked!
Customer was hesitant with the price, so before hanging up I told them:
if they book within 30 min I’ll give them $30 off the first cleaning!
Customer came back 10 min later. Adding that to the script! ✅
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New customer deep clean with a brand new cleaner today
Customer rebooked with us for recurring AND left 5-star review
That’s the trifecta ⭐️
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Having a VA to run the biz is glorified online
Yes, they manage the phones and book customers, but I still deal with customer complaints, operational issues (answering cleaner questions during day), and hiring
Any feedback here? Should I be pushing my VA more or hire a 2nd?
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I’ve had a VA for my cleaning business for just over a week
Here’s how I’m communicating with them & organizing their workload, and projects I’ve assigned them…🧵
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Going to try something new for my cleaning biz: FB Ads
Running a promo for free oven cleaning when you book a deep cleaning with us!
Ads start running at midnight and will go on for 4 days at $10/day!
Will share results in 4 days ✌️
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Got an EMAIL for a bar manager asking to deep clean their bathrooms
Asked for photos, sent them to my cleaners for a quote, then doubled it and sent it to the manager.
First ‘commercial’ cleaning booked for tomorrow!
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In case anyone was wondering how I spent $7.9K on expenses this past month
Here’s my actual expenses broken out (adjusted to exclude local sales tax)
Late, but here are my April figures for my residential cleaning business, 3rd month in business:
Revenue: $8.6K
Expenses: $7.9K
Profit: ~$700
Net Margins: 8%
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Finishing June with $30K
$35K on the books for July
Business is booming, but I’m still at 12-15% net margins
Gross is 40%, after taxes (6.6%) and cc processing (3%) brings me to 30%
Need to increase gross, but that means paying cleaners less
Any suggestions?
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First month operating my cleaning company in the books!
I have not hit profitability but can say I’ve launched with under $1000 of cash
Quick 🧵!
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I'm an operations person at heart
Just started playing with automations in today and this gets me SUPER excited!
Check out my first Quote follow-up automation using Zapier & Cleancore (white-labeled HighLevel)🧵
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Kinda wanna deep dive into cold email
Only thing is as a local service business, there are a finite number of potential offices / realtors / commercial clients
How many warmed up cold email campaigns does a local SMB tap out at?
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Received a resignation from my office manager of 8 months
The end of an era, but thankful for having had her in my business and life
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I’m currently an associate medical device sales rep for W2
4 people from my team of 7 left the company in last 2 months
My boss has offering a double promo, skip ‘Rep’ to ‘Senior Rep’
This would bring commission up x2.5
Planning to negotiate base too (not set to change).
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Thinking of hiring a VA for your remote cleaning business?
Here’s what I’m seeing as options for hiring VAs:
1) Do it yourself
2) US-based agency
3) Philippines-based agency
See what I’ve learned so far and the decision I’m making for my business! A quick 🧵
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*hits blunt*
"If you're a security guard for a Samsung store does that mean you're a guardian of the galaxy?"
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Today was 3 months working with a marketing agency specialized in commercial cleaning leads
They promised 30 leads in 90 days or money back ($3K)
Only got 25 and owner emailed saying they’ve already refunded me
As a fellow biz owner, way to be
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I’m running FB Ads for my cleaning biz
Here’s what 3 days of testing at $30/day update
Attached is a photo of my results
There are 8 total Ads split into 2 Ad Sets, only different is 1 CTA is Calls and 2nd is FB Messages
Going in on Fb Ads for my cleaning biz
Here’s what I’m going to be testing (shoutout to VA for making them)
Promo as you can see is 4 hrs of cleaning for $249
We’ll then charge more $$ if they need more time
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Feb ‘23 in the books—first full month (weeks 2-6 serving customers)
Revenue: $5130
Expenses: $5312
Profit/Loss: -$182
Jobs: 16
Cleaners: 3 (+ team of 2 starting)
I didn’t hit my goal of $7.5K revenue and profitability, but I’m making it happen in March!
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Just launched Instagram for my cleaning biz
Following local realtors, General contractors, and posting regular content
Working with a publication with 43K local followers for a $500 sponsored post
Has anyone tried something like this before?
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