Kevin Rowan (founder of TiDii) came to us back in September of 2023 with no prior experience in the cleaning business industry. Despite that, Kevin was so thorough and organized in his preparation leading up to launching TiDii that he seemed like a well seasoned vet with years of experience in the cleaning business.
That thoroughness is what allowed him to grow and thrive upon launching. He successfully navigate the many challenges of starting a cleaning business and has positioned TiDii as a top go-to cleaning business in the Burlington, Oakville, and surrounding areas in Canada!
Check out his path to success below in a 1 on 1 interview that I did with Kevin.
I researched extensively, consulted with industry professionals, and even attended training sessions to gain a thorough understanding of the best practices in residential cleaning.
Mony: Thanks so much taking the time to hang with me Kevin! I appreciate and we’re excited to tell your story. Can you tell us a little more about yourself and how/why you decided to enter the cleaning industry?
Kevin: My name is Kevin Rowan, and I am the owner of TiDii, a residential and commercial cleaning company. I grew up in Burlington, Ontario, where I also went to school and studied marketing and business in college. I’ve always had an entrepreneurial spirit, which has led me to own several businesses prior to this cleaning venture.
The decision to enter the cleaning industry came after a period of reflection during the COVID-19 pandemic. Like many others, my work and previous business ventures suffered due to the economic impact of the pandemic. I found myself thinking about what my next business step should be, something resilient and relatively recession-proof, especially as the economy seemed to be heading in a challenging direction.
I began researching different business opportunities with great potential and relatively lower risks and capital requirements. After a month of thorough research and putting together a solid financial plan, I decided to move forward with establishing TiDii. The cleaning industry stood out to me because of its essential nature; no matter the economic climate, people need clean homes. This realization, combined with my passion for providing excellent service and creating job opportunities in my community, made starting a cleaning company the perfect fit.
Mony: That’s awesome to hear! Actually similar to how I stumbled into the cleaning industry back in 2017 as well. Great job on being thorough.
Do you have previous experience in the cleaning industry? If yes or no, what did you find, or have you found so far, to be the hardest part of managing a cleaning business?
Kevin: Although I don’t have previous professional cleaning experience, I’ve always been someone who values order and organization in both my personal and professional life. This natural inclination towards cleanliness and structure drove my decision to dive into the cleaning industry.
To ensure I was well-prepared, I dedicated time to learning all about the specific products and techniques needed to do the job properly. I researched extensively, consulted with industry professionals, and even attended training sessions to gain a thorough understanding of the best practices in residential cleaning. This commitment to learning and attention to detail has equipped me with the knowledge necessary to provide top-quality cleaning services through TiDii.
Managing a cleaning business like TiDii has certainly come with its challenges, particularly in the current economic climate. One of the most significant difficulties has been finding good, solid, and reliable workers. The cleaning industry relies heavily on the quality and dependability of its staff, and in a competitive labor market, attracting and retaining such talent can be quite challenging.
Another major challenge has been the logistical side of the business. Keeping track of everything—from scheduling appointments and managing supplies to maintaining customer relationships and ensuring consistent service quality—has been a mission on its own. This requires meticulous organization and constant attention to detail.
Despite these challenges, I believe they have also been opportunities for growth. By implementing efficient systems and investing in employee training and engagement, I’ve been able to navigate these difficulties and ensure that TiDii continues to provide exceptional service to our clients.
Mony: Hiring continues to be one of the number 1 struggles – across the board, no matter the location. No magic trick there, just time and determination.
What would you say is the most important action you have taken (can be anything doesn’t have to be a specific action) that has led to growth in your business, in terms of revenue and organization?
Kevin: The most significant action I’ve taken to drive the growth of TiDii and build revenue has been the strategic implementation of a robust marketing plan combined with a strong focus on customer satisfaction. My background in marketing and business has played a crucial role in this aspect.
Firstly, I invested in a comprehensive digital marketing strategy. This included creating an engaging and user-friendly website, optimizing our online presence for search engines (SEO) and positioning ourself on specific platforms designed for growth. We are still working on specific sections of our marketing plan but every month we are seeing positive and progressive growth.
Secondly, I implemented a referral program to incentivize our satisfied customers to spread the word about TiDii. Word-of-mouth recommendations have proven to be incredibly effective in our industry, and rewarding our clients for their referrals helped foster a loyal customer base.
In addition to marketing, I placed a strong emphasis on providing exceptional customer service. This involved training our staff to ensure they deliver high-quality cleaning services and are always courteous and professional. By consistently exceeding our clients’ expectations, we were able to build a reputation for reliability and excellence, leading to repeat business and positive reviews.
Mony: Word of mouth referrals are the most powerful way to scale! Great job piling on the positive chain reaction. Those positive reviews will lead to even more jobs!
How hands on are you right now with the business? Walk us through a day in your life.
Kevin: Currently, I am very hands-on with TiDii. I am deeply involved in the day-to-day operations, from managing staff and scheduling to ensuring the quality of our services meets the high standards we set for ourselves. This hands-on approach has been crucial in the early stages of the business to ensure everything runs smoothly and to build a solid foundation.
However, within the next 6-12 months, I plan to gradually phase myself out of the management position. I am in the process of training a reliable and capable team member to take over the management role. This transition will allow me to focus more on strategic growth and other entrepreneurial ventures while ensuring that TiDii continues to operate efficiently and maintain its high standards.
Mony: Kudos! A lot of people underestimate how hands on you have to be at first before that ‘remote’ approach works out. Are you finding any difficulty finding jobs or is it more difficult to find workers to hire?
What is 1 thing you have done to lessen the difficulty and increase the chances for success for whichever one of those 2 options has been more difficult?
Kevin: Yes, in the beginning, it was very difficult to find steady, reliable, and good cleaners and good clients.
Finding good clients—or any clients at all—was indeed a challenge. Establishing a foothold in the market took time and persistence. However, we remained committed to providing high-quality customer service, which was a core part of our business plan from the start.
As we continued to deliver exceptional service, word began to spread. Satisfied clients started to refer our services to their friends and family, leading to a steady increase in our client base. These referrals have been instrumental in driving the business forward, creating a positive cycle of growth.
Finding good cleaners was also very difficult especially since the cleaning industry heavily relies on the quality and dependability of its staff, and securing such talent was quite challenging initially.
As we grew, we began using different approaches to hiring, such as leveraging online job platforms, employee referral programs, and targeted recruitment campaigns. These strategies led us to find a few solid workers who share our commitment to quality and customer satisfaction. This improved our service consistency and allowed us to build a more reliable team, which has been crucial for the growth and success of TiDii.
One significant action I took to lessen the difficulty and increase the chances of success in finding good clients was implementing a referral program. By incentivizing our existing clients to refer our services to their friends, family, and colleagues, we created a steady stream of new, high-quality leads. This program not only rewarded our loyal clients for their referrals but also helped us build a strong network of satisfied customers who actively promote our business.
Mony: Congrats on coming as close as possible to resolving the hiring problem! That’s about all you can do is go on the Indeeds, Nextdoor, ZipRecruiters etc and advertise for talent.
Did you think you could be hands off (to the extent that you are) in a service-based business?
Kevin: Absolutely not. In a service industry like this, being hands-off is not a realistic expectation, especially in the early stages. The success of a cleaning business relies heavily on the quality of service, client satisfaction, and efficient operations, all of which require active management and oversight.
Thankfully, we have been using Maidily to its full extent, and it has provided an invaluable platform for our business. Maidily has streamlined many of our processes, from scheduling and managing appointments to tracking employee performance and client satisfaction. This automation and organization have significantly reduced the workload and administrative burden, allowing us to focus more on delivering high-quality service and growing the business. Without Maidily, we would undoubtedly be doing much more work to achieve the same level of efficiency and effectiveness.
Mony: Thank you for the kind words! Super glad we can help in this capacity. Automations are much needed in our space to an extent in order to free up time for us to focus on growth.
What was it like when you first started in September with us versus now – how has your business evolved?
Kevin: When I started TiDii back in September, it was a whirlwind of challenges and uncertainties. In the early days, we were focused on building our client base from scratch, often facing difficulties in finding steady, reliable clients. Every day was a learning experience, and there were many long hours spent ensuring that we delivered the highest quality service to establish our reputation.
Fast forward to now, the business has evolved significantly. We’ve grown from a fledgling startup to a trusted name in residential cleaning. Our client base has expanded, largely thanks to our commitment to exceptional service and the success of our referral program. We’ve also developed more efficient systems for managing our operations, largely with the help of Maidily, which has been instrumental in streamlining our processes and reducing the administrative burden. The countless operational and managerial tasks that Maidily can overtake lets us save more time handling admin tasks so we can focus our energy into building the business.
Overall, the journey from September to now has been one of significant growth and learning. We’ve become more efficient, built a strong team, and created a loyal client base, all of which have positioned us well for continued success in the future.
Mony: Well said and hopefully with everything we have coming out our impact on the success of TiDii will only increase.
How or what is your organizational structure look like? You mentioned you had 1 admin. Is that all it takes to run your business and scale it?
Kevin: Our organizational structure at TiDii is designed to ensure efficiency, accountability, and high-quality service delivery. Here’s how it looks:
Owner/CEO (Kevin Rowan): I oversee the overall operations, strategic direction, and growth of the company. I am heavily involved in decision-making processes, from business development to client satisfaction. I rarely sleep.
Operations Manager: (Kevin Rowan) I also handle the day-to-day operations, ensuring that all processes run smoothly. This includes managing the cleaning teams, overseeing quality control, and handling any operational issues that arise.
Administrative Assistant: The Administrative Assistant is responsible for scheduling, client communication, billing, and other administrative tasks. This role is crucial for maintaining organization and efficiency within the company.
Cleaning Teams: Our cleaning teams are the backbone of our business. Each team consists of trained and dedicated professionals who perform the cleaning services. They are assigned to various locations based on the schedule and client needs.
Marketing Coordinator (Planned Addition): As we grow, we are planning to add a Marketing Coordinator to handle our marketing and promotional efforts. This role will focus on expanding our client base through targeted campaigns and managing our online presence.
Customer Service Representative and Sales (Planned Addition): Another planned addition is a Customer Service Representative. This person will handle client inquiries, feedback, and follow-ups to ensure a high level of customer satisfaction and prompt resolution of any issues.
This structured approach allows us to deliver consistent and reliable services while also fostering growth and continuous improvement. Each role is vital to our operation, ensuring that we meet our clients’ needs efficiently and effectively.
Mony: A founder wearing many hats, I like it! What’s the future looking like for TiDii?
Kevin: The future looks bright and promising for TiDii Cleaning. As we continue to grow and evolve, several key initiatives and goals are shaping our vision for the future:
Expansion of Services: We plan to broaden our range of services to include more specialized cleaning options such as deep cleaning, eco-friendly cleaning, and post-construction cleaning. This diversification will allow us to meet a wider variety of client needs and tap into new market segments. We are also looking into window washing and car detailing, most likely far in the future!
Geographical Growth: We aim to expand our service area, reaching more neighboring cities and communities. This geographical expansion will help us grow our client base and increase our market presence.
Employee Development: We recognize that our employees are our greatest asset. We will continue to invest in their training and development, providing opportunities for career advancement and ensuring they have the skills and knowledge to deliver exceptional service.
Enhanced Customer Experience: We plan to implement new ways to enhance the customer experience, including a loyalty program, more personalized service options, and improved feedback mechanisms to ensure we are consistently meeting and exceeding client expectations.
Community Engagement: Building strong relationships within our community is important. We aim to increase our involvement in local events and partnerships, contributing to the community and building our brand’s reputation as a trusted and reliable local business. Overall, the future of TiDii Cleaning is focused on growth, innovation, and excellence. By staying true to our commitment to quality and customer satisfaction, we are confident that we can continue to build on our success and achieve our vision for the future.
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