Anna-Marie Ortiz, a 30-year-old entrepreneur from the US, has transformed her cleaning business in just over a year Cool Aunt Cleaners, from a side hustle into a thriving company projected to generate over $100,000 (more than Rs 84 lakh) in revenue by 2024. However, Ortiz's journey has not been easy; it has involved financial risks, personal sacrifices, and invaluable lessons learned along the way.
“In the beginning, I had no idea how it was going to go. But you keep going because you believe in what you’re building,” she 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 her business part-time, but as demand increased, she committed to it full-time by November 2023. Since then, her average monthly revenue has reached $10,000 (Rs 8.4 lakh). The journey hasn’t been easy; it required strategic adjustments, including reducing her workforce to manage costs.
Growing up in a financially struggling household in Wichita, Kansas, Ortiz learned the value of hard work from 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. A move from Wichita to a rural farm town further isolated her, but the chores on the family farm instilled a strong work ethic that she credits for her current success.
Ortiz’s journey into entrepreneurship began in 2020 when she opened a plant shop, but she was forced to close it due to the COVID-19 pandemic. Despite its failure, she gained valuable insights into operational costs and the importance of flexibility. Reflecting on that experience, Ortiz admitted that she realised that she had selfish tendencies; she had a vision and wanted things done how she wanted them to be.
In contrast, Cool Aunt Cleaners' startup costs were minimal. With her last $2,000, Ortiz invested in essential supplies, a website, and branding. To avoid online advertising expenses, she targeted local neighbourhoods using flyers and business cards, leveraging her fintech and sales experience to create a business model that resonated with younger professionals.
Running a cleaning business brought unexpected challenges. Ortiz discovered that flat-rate pricing could backfire, particularly in affluent neighbourhoods. “I quickly learned that just because you’re in a higher income neighbourhood or a bigger house, that doesn’t mean that you’re making more money,” she noted.
Despite facing financial hurdles, including $14,000 in debt after relocating to Portland, Ortiz reduced her credit card debt to around $5,000 by August.
Currently, Ortiz’s company maintains a steady client base of about 15 to 20 recurring customers, handling up to 10 cleanings per week. She pays herself an annual salary of around $29,000, valuing the autonomy of entrepreneurship over 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 explore digital advertising to fuel growth.