Startups are hard.
Underpin Consultants have helped startups grow in a sustainable and profitable way. Here’s three things we’ve learned.
1. Find and Corner a Niche
Freedom Cleaning’s success story underscores the importance of identifying and capitalising on a niche market. They recognised a unique need within the cleaning industry—nightclub-specific cleaning solutions—that general cleaning services were not addressing. By focusing on this underserved market, they were able to position themselves as specialists and cater specifically to the distinct challenges nightclubs face, such as dealing with spillages and heavy footfall. This laser-focused approach allowed them to stand out and attract a dedicated client base without the need for a broad, expensive marketing campaign.
2. Deliver Exceptional Service and Build Relationships
Despite having no website, no social media presence, and no marketing budget, Freedom Cleaning managed to grow significantly through word-of-mouth and strategic partnerships. Their commitment to providing high-quality, reliable service fostered strong relationships with their clients. This dedication to excellence not only ensured repeat business but also turned their customers into advocates who promoted their services through referrals. Additionally, by collaborating with nightclub suppliers and event organisers, Freedom Cleaning was able to integrate themselves into the industry network, further enhancing their reputation and reach.
3. Innovate with Bespoke Solutions and Training
Freedom Cleaning’s bespoke service offerings and enhanced training protocols were critical to their success. They tailored their services to meet the specific needs of nightclubs, including rapid post-event clean-ups and specialised attention to bar zones. Furthermore, they developed stringent training programmes to ensure their staff delivered services with utmost efficiency, discretion, and attention to detail. This focus on customised solutions and rigorous training not only met the high standards of their clientele but also differentiated them from competitors, helping to build a strong, trusted brand.
By focusing on a niche market, prioritising exceptional service and relationship building, and offering innovative, tailored solutions, Freedom Cleaning was able to achieve remarkable growth in a short period. These lessons highlight the potential for small businesses to succeed without large marketing budgets, emphasising the value of strategic planning, quality service, and niche specialisation.
