This S’porean Is Sweeping In $4M

by Lionel Casey

Most, if now not all mothers have this guilt approximately leaving their kids at the back of to paintings.

Fifty one-12 months-antique Lily Foo, a mother of 4, is no exception.

She did not fancy the concept of hiring a helper to attend to her own youngsters, so she ended up quitting her 9-five process as an amount surveyor.

When she became a stay-domestic mom, she realized that household chores can be quite overwhelming.

I wanted I had a person to help do the housework for me. I felt there have been probably different human beings [who faced the same situation as me], so I decided to run a small-scale advert hoc domestic cleaning enterprise that [would offer me] a few side income.

She pumped in approximately $five,000 to kickstart the commercial enterprise — simply enough to rent the first few employees to begin imparting cleansing services.

But it wasn’t even a longtime business enterprise in keeping with se, she asserted.

The casual commercial enterprise didn’t have a company name, only had a “handful of the workforce”, and relied closely on phrase-of-mouth and flyers to the marketplace itself.
Moving From Offline To Online

Thanks to the small commercial enterprise capital, the corporation handiest took a yr to interrupt even, but earnings reaped had been continually reinvested again into the employer to grow it similarly.

Fast forward 10 years, the home cleaning business has on account that grown right into a complete-fledged organization with 6 exceptional enterprise arms.

She humbly credits the success to her eldest son, a Stanford graduate, for pushing her to take her business enterprise to extra heights.

[He] cautioned me to apply digitization to scale the business. He had visible it because the direction forward for small groups inside the US, and instructed me that he believed I may want to “borrow” some matters from pinnacle tech businesses and really take what I needed to the following level.

“I was hesitant to accept as true with him at first because it all appeared quite remote and we had just been a small outfit for goodbye, however, I turned into willing to give it an attempt.”

She first settled on an organization call for her home cleaning business, calling it Homefresh.

She then acted on the advice of her son and created an internet site for it in 2014, which she defined as a “fundamental step to digitization”.

After setting up an online presence, she turned to virtual advertising on Google Adwords to ‘up’ her advertising and marketing sport.

It becomes a massive achievement to mention the least, as the advertisements produced a go back of more than 8 instances the cash spent at the marketing campaign.

“It got us results straight away due to the fact we were one of the first workplace cleansing groups in Singapore to run Google ads at the time. We started growing at a miles faster pace [and] quick realized that [the] digital advertising [approach] became a winning component,” said Lily.
Growing To A Stable Of 6 Brands

Lily then took this strategy to extend into other adjoining verticals including workplace cleaning, carpet and fabric cleaning, air conditioning servicing and upkeep, marble, and parquet polishing, in addition to pest management.

All those numerous brands — a combination of B2B and B2C businesses — now fall below the Luce Maintenance Group umbrella.

According to Lily, before they located virtual marketing, their “revenue was sincerely negligible”.

In 2015, they raked in most effective $2 hundred,000; but it skyrocketed to over $1 million in revenue in 2016 and that they doubled that amount to over $2 million in 2017.

Now, they are heading in the right direction to hitting $4 million this yr — an outstanding jump in a quick span of 3 years.

Beyond revenue growth, their body of workers headcount and pool of customers also grew in tandem.

The corporation now employs over 2 hundred workforces and up to now, they’ve taken on a complete spectrum of contracts from authorities companies, startups, to Fortune 500 corporations like LG and Boeing.
A Cleaner-Matching App

But with scale comes complexity.

With regards to the operational component, they had to ensure that they “[adopt] generation in the right locations to streamline operations, keep prices, and skip on those savings to the purchasers.”

“While startups are [into] leveraging the newest and ultra-modern in technology like blockchain and synthetic intelligence, the direction to technology adoption for an SME may be very one of a kind. Our attention is extra on adapting present corporation technology in order that it can advantage neighborhood corporations from the begin.”

She cited a personal instance of the cleansing enterprise in Singapore: “We work with many individuals above the age of 60. This demographic does no longer have a tendency to be very virtual-savvy so it’s far hard to find a reliable manner to recruit them on short word whilst we are presented a brand new agreement.”

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