Ana Marie Ortiz, a 30-year-old American entrepreneur, has transformed her cleaning business, Cool Aunt Cleaners, from a side hustle to a thriving company in just over a year with an estimated $100,000 (Rs. more) is to earn more than in revenue by 2024. However, Ortiz’s journey has not been easy. It involves financial risks, personal sacrifices, and invaluable lessons learned along the way.

“In the beginning, I had no idea how it would go. But you keep going because you believe in what you’re building,” he told CNBC Make It. Ortiz launched Cool Aunt Cleaners in July 2023 using her last $2,000 (Rs 1.68 lakh) in savings.

Initially, Ortiz ran his business part-time, but as demand grew, he committed to making it full-time by November 2023. Since then, his average monthly income has reached $10,000 (Rs 8.4 lakh). The journey has not been easy. It required strategic adjustments, including reducing its workforce to manage costs.

Growing up in a financially struggling family in Wichita, Kansas, Ortiz learned the value of hard work at an early age. “Growing up, money was definitely tight. I’ve been poor my whole life,” Ortiz said.

As the daughter of young parents who later divorced, Ortiz faced the challenges of living paycheck to paycheck. The move from Wichita to a rural farm town further isolated her, but the family farm operations instilled a strong work ethic that she credits for her current success.

Ortiz’s journey into entrepreneurship began in 2020 when he opened a plant shop, but was forced to close due to the COVID-19 pandemic. Despite his failure, he gained valuable insight into operational costs and the importance of flexibility. Reflecting on the experience, Ortiz admitted that she realized she had selfish tendencies. She had a vision and she wanted things to happen the way she wanted.

In contrast, the start-up costs of Coolant Cleaners were minimal. With his last $2,000, Ortiz invested in essential equipment, a website and branding. To avoid online advertising costs, he targeted local neighborhoods using flyers and business cards, leveraging his fintech and sales experience to create a business model that resonated with young professionals. .

Running a cleaning business brought unexpected challenges. Ortiz discovered that flat-rate pricing can backfire, especially in affluent neighborhoods. “I quickly learned that just because you’re in a higher-income neighborhood or a bigger house, doesn’t mean you’re making more money,” she noted.

Despite facing financial obstacles, including $14,000 in debt after moving to Portland, Ortiz reduced her credit card debt to $5,000 by August.

Currently, Ortiz’s company maintains a steady client base of about 15 to 20 repeat customers, who perform up to 10 cleanings per week. She pays herself an annual salary of $29,000, valuing the autonomy of entrepreneurship compared to her previous corporate salary of $60,000. Looking ahead, Ortiz plans to expand Cool Aunt Cleaners into new markets, aiming to hire six more employees and look to digital advertising to fuel growth.

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