eClean Magazine
April 2012
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TM
Just starting? Or already established,
1-800-433-2113
we are your kitchen exhaust cleaning superstore! Power Washers • •
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Cold Water / Hot Water Electric / Gas Powered
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OD Asian grease remover V-501 and V-502 Grease Remover R-1400 Super Foaming Booster Stainless Steel Polish Max Quat Disinfectant
Duct Management • • •
Duct Spinners & Duct Wagons Duct Access Doors Duct Nozzles & Sewer Cleaning Nozzles
Training Materials • •
Chemicals
• • • •
Plastic Sheeting Clamps Chappin Pump Up Sprayers Airless Foamer Nozzles
Hood Supplies • • • • •
Grease Comb Grease Cups Tempered Glass Globes Silicone Sealant Baffle Filters
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Supplies
DVDs Books
Find more information at PowerWash.com
POWERWASH UNIVERSITY Get Trained, Qualified, and Certified TM
Get into the lucrative industry of kitchen exhaust cleaning
Power Wash University/Phil Ackland/PWNA 5 Day Certification •
Five full days of interactive learning and hands-on practice. You will participate in actual Course Schedule jobs which may be at night, depending on the instructor’s job schedule. • April 16 – 20 • Phil Ackland’s Kitchen Exhaust Cleaning and Certification Manual. Phil Ackland’s Com• May 7 –11 mercial Kitchen Exhaust Systems - Sales and Marketing Manual. • June 4 – 8 • Three DVD’s (New Worker, Crew Leader & How to Clean Kitchen Exhaust Systems), & • July 9 – 13 PowerWash.com’s DVD-404, Restaurant Vent-A-Hood and Kitchen Equipment Cleaning. • August 6 – 10 • A one year membership in PWNA • September 10 – 14 • A copy of the NFPA #96 Standard. Course Workbook (to help study for the Certification • October 8 – 12 Test) • November 5 – 9 • Certification Test. No membership fees required! • December 3 – 7 • Specially designed forms and documents to aid you in all aspects of this field. • All exams will be closed book • This course requires advanced registration and a $500 deposit to hold your seat for up to six months. The Power Wash University/Phil Ackland/PWNA 5-Day Certification Course is taught by Scott Hyde. Scott’s lessons aren’t only based on theory but also on over 20 years of experience in the Kitchen Exhaust Cleaning, as the owner of Texas Vent-A-Clean, and 8 years of experience in the fire equipment business, including 5 years teaching fire suppression with portable fire extinguishers as well as installing and maintaining Fire Suppression Systems. Over the years Scott has developed simple & effective ways of capturing wash water while cleaning ductwork, filters, hoods & fans. His Enviro-Safe teachings will ensure that you learn to do the http://www.powerwash.com/training/powerwash-university/ job the right way. 2 eClean Magazine April 2012
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Watch the video testimonials!
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April 2012
In This Issue:
The Kitchen Exhaust Cleaning ISsue 7 Inside the Kitchen Exhaust Cleaning Industry 10 Special Report: Grease Trap Cleaning in the US
Industry photo courtesy of PowerWash.com
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15 Sodium Hydroxide vs. Potassium Hydroxide, by Linda
Chambers, Soap Warehouse
24 Former Facilitec Owner Launches New Nationwide KEC
Company, Averus
Additional Features
11 5 Tips To Generating Online Reviews, by Steve Wright 16 Why Wives and Kindergarten Teachers Make Great
Marketers, by Anthony Blanton, HoodCleaningHelper.com
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18 The Washin’ for Warriors Project 20 How to Use an iPad in Your Cleaning Business 22 Save Fuel by Driving Smart, by Josh Dodson, GreasePro 24 Power Washing Myths Debunked, by Paul Horsley 26 Latest Features of Carpet Cleaning Machines, by Lauren Zwiebel, Daimer Industries
Cover Photo Courtesy of PowerWash.com eClean Magazine is published monthly Publisher: Paul Horsley, paul@ecleanmag.com Editor: Allison Hester, allison@ecleanmag.com Sales: Karen Rokosh, karen@ecleanmag.com eClean Magazine
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April 2012
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EDITOR’S NOTE
We’re Ready to Make Cleaning History expanded coverage: In addition
Welcome to the new eClean Magazine, formerly Pressure Cleaning Contractor. Inside you will find much of the same, practical and inspiring information as we’ve always produced, but now with a fresher, all-inclusive “eClean” approach.
What is eClean Magazine? electronic: Fresh, modern and
current, our online format is ideal. It’s better for the environment, better for the advertiser (no printing means lower ad prices) and better for the reader as we can report news and innovations as they occur.
educational: Each issue
of eClean Magazine provides informative, practical articles designed to help contract cleaners of varying industries run successful businesses.
eClean Magazine
to pressure washing, we now also provide articles to benefit those who are looking to expand into other cleaning industries, as well as those in other industries looking to grow their pressure washing skills.
extensive reach: Our distribution
is currently over 17,000 cleaning industry members, and it is growing by leaps and bounds.
experienced staff: Combined,
Paul Horsley, Karen Rokosh and I have over 70 years pressure washing industry-related experience. We are excited and proud of where eClean is heading. As always, if you have ideas you’d like to share, please contact me any time. My new email is allison@ecleanmag.com. Your success is our business! Allison Hester Editor
April 2012
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April 2012 www.armclark.com
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Inside the Kitchen Exhaust Cleaning Industry by Allison Hester, Editor
photo courtesy of PowerWash.com
The kitchen exhaust cleaning (KEC) industry – like most pressure washing specialties – seems to be separated into two primary types of contractors – those who make a dedicated effort to be professional, keeping up to date on training, technology and certifications, and those who are out to make a quick buck. What makes this industry unique, however, is that it can be a life and death difference. “Kitchen exhaust cleaning is directly tied to fire, health and safety,” explained 25-year industry veteran Michael Tessaro, Centex Pressure Washing Services in San Marcos, TX. “If commercial kitchens are not properly maintained and serviced on a regular basis, the chance of fire in the grease duct system is greatly increased. A fire in the kitchen exhaust system can devastate a business through the loss of business, property and life.” According to the U.S. Fire Administration, approximately 5,900 restaurant building fires occur in the U.S. annually, resulting in an average of 75 injuries and $172 million in property losses. The National Fire Protection Association (NFPA) reports that most eClean Magazine April
restaurant fires begin on kitchen cooking appliances then flare into the exhaust system. Keeping the system clean and free from combustible cooking byproducts such as oils, grease and fats, can significantly reduce the risk of fire. “The kitchen exhaust cleaning industry is virtually invisible, except when the services are either not performed properly or not performed at all,” said newly elected president of the International Kitchen Exhaust Cleaning Association (IKECA) Jack Grace of the 55-year-old company Western Commercial Services, LLC. “Then the need for proper exhaust becomes readily apparent through the destructive aftermath of exhaust system fires.” So before moving forward into the KEC market, it’s important to understand that this industry has some unique challenges. 1. It’s Highly Competitive: “Everyone knows someone in the KEC field that is cheaper. Everyone in the field thinks that they are the only ones who can do a good job. And many customers think the lowest price entitles them to the highest quality work,” added Grant Mogford of FlueSteam, who has been in the 2012 www.eCleanMag.com 7
photo courtesy of PowerWash.com
KEC industry for almost 22 years. The need for KEC seems obvious – and it’s required by restaurant insurance companies – but unfortunately many restaurant owners do not understand the difference between those cleaning companies that truly understand the gravity of what they are dealing with, and those who are simply out to make a quick buck (at lowballer prices). “It is a challenge to ask several times the price that a restaurant is already paying, but in most cases, this is what is needed to perform the work to standards in order to eliminate hazards,” Grace added. “Without the end user understanding or inspecting the work, there is much opportunity for the unscrupulous to prey upon the unsuspecting.” There’s Increased Liability: “Although it is power washing, it is also very technical, with a high exposure and liability if you do things wrong,” said Wellman. Grace took that concept further, explaining that “every system you touch and inspect – even if you never get the contract to clean it – becomes your responsibility if there is ever a fire in that facility. If you look at it or touch it, you need to know what you are looking and be extremely competent in your report. It is a matter of life safety.” It’s Hard, Late-Night Work: “It’s not as easy as everyone starts off thinking it is,” added Mogford. “The long and late working hours. The going home dirty and smelling like burnt food. Dealing with night managers that are more interested in getting you out of their kitchen so they can go home, and the day managers calling you in the morning wanting to know 8
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why you only spent three hours on their job last night.” Finding employees can be challenging as well, according to Tessaro, who pointed out that “not everyone is suited for graveyard shift work.” And finding at least one employee is technically a must for safety purposes, since ladder work is involved. It’s Constantly Changing: Regulations for the KEC industry are continuously evolving, and cleaning companies must stay on top of these to stay legal. “Regulations and protocols change. What was acceptable as a procedure yesterday may not be acceptable – or even legal – today,” said Tessaro. Exhaust system technology is changing as well. “Right now, KEC is at a turning point where new technology is being brought into the field. They are turning kitchen exhaust systems into more technologically advanced operations that are not only helping with fire safety, but are also more environmentally friendly with energy conservation,” said Jason Wellman, owner of KEC Supplies and FilterShine USA. “So that’s why education is key. Don’t just learn it once and think you know everything.” It’s Technical: According to Wellman, one of the biggest challenges KEC contractors face is learning how to clean exhaust systems, and how different types of cooking and grease impact the cleaning processes. “For example, the difference between removing vegetable oil and soybean oil are humongous. They are on opposite ends of the spectrum. Also, the kind of cooking the restaurant does impacts the cleaning. If it’s a very high-heat, flash point cooking operation (e.g., Oriental), then the grease is very hard to remove, as opposed to a burger shop that’s just doing a hamburger on the flat grill.” Despite the challenges, however, KEC is still an appealing market to many, particularly because the restaurants’ insurance companies require cleaning, which means repeat customers. Also, according to Wellman, there is good money to be made when done correctly. “Although it has become more competitive, there’s still definitely a huge potential market
April 2012
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share for anyone who is good at branding,” he said. Getting Started Every one of the experts interviewed for this article agreed that the best way – and perhaps the only way – to be successful in this industry is to start off working for another KEC company. “People get online, acquire some information, and all of a sudden they are KEC ‘experts,’” said Tessaro. “This is still a handson industry and becoming educated a doesn’t happen overnight.” Grace agreed, adding that training is critical. “It makes more sense to work within a successful, reputable company rather than launching a fledgling business in an industry that you do not understand. Training allows you to be truly competent.” When looking for a potential KEC company
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to work for, Grace pointed to IKECA’s website, www.IKECA.org as a resource for finding “the best and the brightest in the industry.” Additionally, there are a number of schools available to help contractors learn the ins and outs of the industry. “I won’t endorse one school over another, but my recommendation is to get trained by someone who actually is in the KEC business and has a hands-on and proven track record,” added Tessaro. Wellman said he felt that Power Wash University’s program, produced through PowerWash.com, was one of the best out there. “They use the Phil Ackland protocol, and their instructors definitely know what they are doing,” he added. Finally, once a contractor has trained, s/he can become certified through groups such as IKECA. Certification has already become a requirement in some states, and
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April 2012
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may eventually spread nationwide. Although certification does mean more government regulation, the experts interviewed all agree that the positives of certification outweigh the negatives as long as the industry can self regulate. “Certification is good because it requires proof of knowledge, skill, experience
and testing that can be measured,” said Tessaro. “It raises the standard for the industry.” Mogford agreed, concluding that “certification is very important as it requires contractors to understand there is so much more to KEC than just cleaning grease.”
SPECIAL REPORT
Grease Trap Cleaning in the US Industry
A recovery for downstream clients is driving demand growth for grease trap cleaning services Los Angeles, CA (PRWEB) April 03, 2012
Revenue for the Grease Trap Cleaning industry has declined at an annualized rate of 0.6% to $389.8 million in the five years to 2012. In spite of this decline, the demand for grease trap cleaning is relatively stable. Most municipalities require grease traps for commercial establishments to be cleaned regularly to prevent the buildup of fats, oils and grease (FOG), which can cause raw sewage leaks and otherwise costly maintenance of sewer systems. Nevertheless, industry demand remains closely linked with the demand for food service establishments, including fast-food restaurants and chain restaurants. Unfortunately for industry operators, a decline in per capita disposable income during the recession caused many consumers to eat at home rather than choose a night on the town. Similarly, a decline in profit at many food service establishments caused restaurants to forgo scheduled cleaning more often. These factors reduced demand for grease trap cleaning during the recession, causing industry profit margins to decline and the number of industry enterprises to decline to 456 in the five years to 2012. However, recent economic recovery is helping drive industry growth once again, and industry revenue is expected to increase in 2012. According to IBISWorld industry analyst Kevin Culbert, the Grease Trap Cleaning industry has a low level of market share concentration. This is largely due to the fact that the majority of the industry’s operators 10
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service local restaurants, hotels, schools and businesses within a limited geographic scope to contain transportation expenses. Consequently, industry operators typically confine their operations on a local or regional basis, limiting the overall market share concentration of the industry. The majority of companies in the industry operate from a single facility and employs fewer than nine fulltime employees. In the five years to 2017, industry revenue is forecast to increase. Rising disposable income will lead more consumers to visit restaurants, which will ultimately cause food service establishments to invest in regular maintenance and cleaning of grease traps. Furthermore, stricter financial penalties are expected against businesses that do not properly dispose of FOGs, especially as more emphasis is placed on recycling, says Culbert. Over the next five years, more research will be put into capturing and separating FOGs from liquid waste. This will particularly be the case for brown grease, the majority of which currently ends up in landfills. However, new technology is being explored that allows brown grease to be transformed into a variety of products, including oil and organic solids. As such, grease is expected to become more commoditized, helping to boost industry profit margins in the process. For more information, visit IBISWorld’s Grease Trap Cleaning report at www.ibisworld. com/industry/grease-trap-cleaning.html.
April 2012
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5 Tips To Generating Online Reviews
by Steve Wright, www.thecustomerfactor.com Generating online customer reviews is one of the most important things you can do for your window cleaning business. Major companies have a huge amount of exposure online and offline, but smaller companies don’t have the same resources, so leveraging customer reviews can make your business stand out. It’s very cost effective too (as in free). With people being so busy these days, it can be a challenge getting them to take time to leave a review. I’ve listed 5 tips on how you can encourage customers to leave you a review: 1. If you invoice your customers, make sure you use the invoice space wisely. Don’t just list the job and price info on the invoice and that’s it. In The Customer Factor, members have a personalization area on their invoices where they can insert whatever text they want to. So again, take advantage of some of the empty spacing on your invoices to include a request for the customer to leave a review. 2) Request reviews on your web site: Create a special review page that links customers from your site to various review sites. Make it easy as possible for them. Link customers directly to your profile and include brief instructions on how to fill out the review form. Many customers intend to submit reviews and then forget. By including links directly from your website to your review profiles, and reminding people of the review page on your homepage, you can easily generate more reviews going forward. 3. Generate reviews by email: Stay in touch with your prospects and customers via email about specials, new service announcements, and other important information. I recommend including a review request in every email you send. Don’t be afraid to encourage your customers to rate your service on review sites. They’re already receiving an email from you, so including a request for them to leave a review is a no-brainer. 4. Use discounts and incentives to increase reviews: This is a touchy one as some eClean Magazine
review sites frown on paid reviews. So instead of offering your customers a straight discount in return for a review, offer a drawing every 90 days with the winning customer getting a free window cleaning. Anyone who submits a review is automatically entered. Think about this for a second. Typically the business with the most reviews gets a higher ranking in the various online directories. So do you think it would be worth giving away a $250 to $300 window cleaning job in return for the incredible exposure you’ll receive as a result of a large number of reviews? Of course! 5. Last but not least, just ask: Most window cleaners say they don’t receive reviews and testimonials, but then admit they rarely ask for them. So ask. If a customer is satisfied with the window cleaning service you provided, they may refer a friend to you, but they more than likely won’t go out of their way to leave you a review. Be proactive. Send a message to your email list or send a personalized follow-up letter after someone uses your service to request a review. If you don’t ask, you don’t get. So there you have it! If you incorporate some or all of the above tips when it comes to reviews, you’ll be pleasantly surprised how quickly the number of your reviews will increase across the web. Some folks may not think getting reviews is that important, but it’s essential. I wouldn’t say it’s the “end all, be all” to your overall marketing strategy, but when it comes to getting business from various online directories and from the search engines, getting lots and lots of reviews is a must. Steve Wright is the author of How To Start Your Own Residential Window Washing Business and the developer of The Customer Factor, which is a fully automated contact management/follow up software solution for service businesses. Please contact Mr. Wright at 256-546-2446 or steve@thecustomerfactor.com for additional information.
April 2012
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EnviroSpec 800-346-4876
www.envirospec.com www.envirospec.com
For over 25 years, more Mobile Washers have called EnviroSpec for... EQUIPMENT, CHEMICALS, REPAIR PARTS, ACCESSORIES & more importantly - Technical Help. Anyone can be your supplier but only EnviroSpec can be your partner. As ex-contractors, we speak your language better than anyone else in the industry!
DO YOU KNOW A VET that you would like to sponsor? June 1, 2012 EnviroSpec will launch...
VOLUNTEER Mentors NEEDED As individuals, we too often feel there is little we can do when we face the inequities of what has become the norm rather than the exception. Such has happened with our men and women who have been asked to pick up arms, pack their bags and leave their loved ones behind as they go to war just to make sure that we sleep comfortably in our beds each night and remain free. Upon return they are discharged into a Nation that never seems to have enough money or time to care. As an industry of caring, hard working entrepreneurs, I am confident that together we can make a difference for some. EnviroSpec, through those who purchase our products, will commit to putting one such Veteran in business each month for
12 months on a ‘no-charge’ basis. We will build their equipment, bring them to school and train them on how to service their equipment. We will supply them with repair parts, chemical and ‘on-going’ training. We will become their mentor and make sure they have every chance for success. Where do you come in? You are the ones who will look around to sponsor someone from your community. EnviroSpec will ask for contractor volunteers who are veterans from any branch of service to head the selection committee. If the person you select is chosen, we will ask that you join EnviroSpec in a mentor program that will help them succeed. “Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime” - and he’ll teach others.
If you are a contractor and know of someone who you would like to sponsor, please e-mail us at soap4hope@envirospec.com and we will send you a ‘Recommend a Warrior’ Packet. Or if you are a contractor and can help by being a volunteer on the selection committee, please e-mail us at soap4hope@envirospec.com and provide us with a brief description of your military history. For now the plan is to ask that you volunteer on a quarterly basis only so as not to take to much time away from your business. Soap for Hope is a division of EnviroSpec that channels after tax profits to benefit the Shriner’s Children’s Hospital in Tampa, FL, Paul Newman’s Hole in the Wall Gang Camp in Ashford, CT, Suzie’s Friends Animal Sanctuary in Homerville, GA, as well as needy animal welfare projects in other parts of the country. ...and now our Vets.
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eClean Magazine April 2012 Photo courtesy of Deck Restoration Plus www.envirospec.com
THE SOLDIERS CREED I am an American Soldier. I am a Warrior and a member of a team. I serve the people of the United States, and live the Military Values. I will always place the mission first. I will never accept defeat. I will never quit. I will never leave a fallen comrade. I am disciplined, physically and mentally tough, trained and proficient in my warrior tasks and drills. I always maintain my arms, my equipment and myself. I am an expert and I am a professional. I stand ready to deploy, engage, and destroy, the enemies of the United States of America in close combat. I am a guardian of freedom and the American way of life. ...I am an American Soldier.
www.eCleanMag.com soap4hope@envirospec.com
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The ‘Quantum-Z’ has ALL of the GREATEST FEATURES of every unloader you have ever liked and NONE of the problems of any unloader that you have ever used! ‘Zero’ pressure resulting in a ‘limp’ hose while in by-pass! Unlike the K-7’s & 5’s one unloader fits any system within the unloaders advertised Pressure & GPM range. Using any trigger gun in the industry a two year old can pull the trigger with their little pinky!
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that you can buy for the same price that you are presently paying for ‘old technology’ pumps that are still being sold today! Call and find out more about the
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If anything happens in the first two years we will
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TSK-5645 with Kevlar® Seals - 5.6 GPM @ 4500 PSI TSK-8640 with Kevlar® Seals - 8.6 GPM @ 4000 PSI TSK-1132 with Kevlar® Seals - 11.0 GPM @ 3200 PSI.
WHO IS ENVIROS P E C A N D W H AT D O W E D O ?
EnviroSpec is a major supplier and manufacturer for the Professional Mobile Wash Industry throughout the United States and Canada. Although the business is located in Homerville, GA, EnviroSpec touches the lives of over 3000 professional Mobile Wash/Cleaning Contractors each year and has been doing so for the past 27 years. Not only do we build their equipment and manufacture their environment friendly cleaning chemicals, but we also provide them with free monthly training symposiums and systems certification schools that help to keep them ‘dialed in’ to the latest in technology and techniques. As ex-mobile washers ourselves - EnviroSpec has an advantage over most manufacturers when it comes to developing new and exciting products that make the contractor’s jobs easier. Here are just a few of those items.
OUR NEWEST CREATION 35 HORSEPOWER DIESEL THAT PRODUCES... 11.25 GPM @ 3200 PSI with 1 gun or 5.6 GPM @ 3200 PSI each using 2 guns
Allison eClean Magazine
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1-800-346-4876 www.envirospec.com April 2012 www.eCleanMag.com
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Sodium Hydroxide vs.
Potassium Hydroxide What is the difference?
By Linda Chambers, Brand & Sales Manager, Soap Warehouse, www.SoapWarehouse.biz
For the kitchen exhaust cleaning contractor, almost any cleaner you would want to use on the market today will be based on one or the other of these chemicals, or be a combination of the two. You need to understand their differences,
www.soapwarehouse.biz 1-800-762-7911
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pros and cons, to be able to best choose a product to fit your needs. Sodium Hydroxide (NaOH) and Potassium Hydroxide (KOH) are almost interchangeable. They are the most chemically similar of the hydroxides. They are both a white, strong alkaline, corrosive solid or powder. Sodium Hydroxide is more commonly known as lye or caustic soda where Potassium Hydroxide is known as potash. Both are used to change fats into soap in a process called saponification. Even though their solubility in room temperature water is about the same, products made with potassium hydroxide exhibit a greater solubility, especially as you increase the temperature of the water. Like all strong bases, the reaction of both Potassium Hydroxide and Sodium Hydroxide with water is strongly exothermic; in other words, they generate heat and give off hydrogen. But the reaction with Sodium Hydroxide is slightly more exothermic, which can make up for other more positive factors that Potassium Hydroxide possesses. The biggest difference between them is in cost because of certain factors, such as their production process by electrolysis, where potassium chloride costs more than sodium chloride (table salt). In ton quantities, potassium hydroxide is about three times more expensive than sodium hydroxide.ยน At the molecular level, potassium hydroxide
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is also slightly smaller than sodium hydroxide; therefore, it can penetrate oil molecules faster than sodium hydroxide, thus breaking the oil’s hold on surfaces quicker. Since they are also more soluble, the oils can be rinsed away easier, especially when using hotter water or steam equipment. If you need to clean a metal surface that is coated with a hard baked-on oil or grease, you would prefer to use a potassium hydroxide with a hot water rinse. A coating of thicker or softer oil or grease could be cleaned by using a sodium hydroxide for less of a cost with lower temperature water required because of the better exothermic reaction.
Using a product that contains both chemicals is like getting the best of both. You will be getting a lower priced product with a better exothermic reaction than with Potassium Hydroxide alone, but you will have a faster penetration and better rinsing product than if it just had Sodium Hydroxide. Linda Chambers is Brand & Sales Manager at Soap Warehouse where she has worked since 2007. Linda enjoys writing articles for industry publications, blogs and social media. She also travels for the company exhibiting at trade shows and events. Visto the company’s website at www.SoapWarehouse.biz. ¹http://www.ehow.com/facts_6150994_sodium-hydroxide-vs_potassium-hydroxide.html
Former Facilitec Owner Launches New Nationwide KEC Company, Averus
by Allison Hester, Editor Daryl Mirza On April 1, well-known kitchen exhaust cleaning Michael Hinderliter, owner of PowerWash.com, veteran Daryl Mirza and his business partner, Joe into the investment.) The deal also included a nonHarvey – who has worked with Daryl for over 20 compete clause, which recently expired. years – announced that they will be working under Starting last year, Mirza and Harvey came up a new business name and model – Averus. “Aver” is with a plan that would allow the company to be “self Latin for “truth,” while the “us” stands both for the performing,” giving them more control for their U.S. and for “us” – as in the company – meaning that customers. That plan is now moving into action with the staff will work with honestly and integrity. the launching of Averus. According to Mirza, Averus Mirza started in the kitchen exhaust cleaning “will be the only company of its kind in the United industry over 27 years ago after working for a Burger States, providing national coverage with local and King franchisee, where he first saw the need for regional pricing.” cleaning. He responded to a small ad in Entrpreneur Averus is also investing in new technology that magazine for a kitchen exhaust certification company will allow them to provide customers with “up-tocalled Black Magic, and Ducts Unlimited was born. the-minute data,” including pictures, videos, forms, Over the years, Mirza grew his businesses through and digitally captured employee signatures once the a number of acquisitions, the largest of which took cleaning is completed. place eight years ago when he purchased a national They have also invested in over 35 new trucks company called Facilitec. “It was a monster,” he this year, raising Averus’ modern fleet to over 100 admits looking back. “The Facilitec part was pretty trucks. With over 100 trucks and KEC crews already challenging.” on the road, Mirza said Averus is able to service any At the time, Mirza had four vice presidents local, regional, or national customer. working with him, to whom he eventually sold Mirza concluded, “We are very excited to regional portions of the Facilitec business, including introduce these new concepts to the KEC market and the trucks, contracts and personnel. (He also invited once again change the industry for the better.” eClean Magazine April 2012 www.eCleanMag.com
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Why Wives & Kindergarten Teachers Make Great Marketers by Anthony Blanton, www.HoodCleaningHelper.com
Have
you ever heard the term, “the curse of knowledge?” As hood cleaners and pressure washing professionals, we often suffer from utilizing terms and vocabulary used exclusively with peers from our industry. We all know that it’s much better to have an 8 gpm machine compared to a Home Depot special that’s 2 gpm for speeding up our jobs. However, the average homeowner doesn’t know what you’re talking about when you come at them with technical mumbo-jumbo – hence, the curse of knowledge. It’s important to remember that a confused buyer doesn’t buy at all! With that said, visit some of the websites of fellow contractors and look at the sales copy (if they have any copy at all, but I’ll save that for a different article) and see how confusing it could be for a potential client. Try to take a step back and browse their website from a customer’s point-of-view. They don’t know about gpm and psi and this chemical or that chemical. And honestly, they couldn’t care less. They care about what’s in it for them. 16
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So what does this have to do with having your wife or your kids’ kindergarten teacher doing your marketing? The most obvious reason is because wives and kindergarten teachers don’t suffer from the curse of knowledge. They are able to explain what we do with the benefits of the homeowner or property manager in mind, rather than focusing on the features we offer with our 8 gpm, 3500 psi machine – *rolling eyes*. This is hard for us to do sometimes. Not because we aren’t thinking of our customers, but we tend to be technical peeps. The bad news is most consumers don’t give a flying flip if we are using 3500 psi or 800 psi, all they care about is if their kitchen hood system is going to pass inspection and if their restaurant will be safe from a fire spreading through the duct work. More than likely, your wife will care about aesthetics – such as work being done without the hood cleaning crew leaving a greasy mess behind – and she’ll probably convey that message better than you can. Just a guess. Let me give you the second reason with a simple example: has your kid ever asked you why the sky is blue? Or, have they asked a
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question like, “What does ______ mean?” You know what it means. Doesn’t everybody? Some of the things little kids ask will blow your mind, and more often than not, it will be hard for you to come up with an answer they can understand. This also holds true when we explain what we mean when trying to tell somebody about our service. It’s not as easy as it sounds. Kindergarten teachers are masters at this stuff. They are used to explaining complicated things to young kids. They are really good at breaking things down to their simplest form, making even the most complex of answers easy to understand. So, let’s put these two great advantages together and see what we have: First, we have a person who isn’t burdened with all the technical knowledge that we’re cursed with. Second, we have a person who is capable of breaking down what we do into terms that actually benefit the customer, not features that we hold so dear in our little technical minds. Remember, features tell, benefits sell! People buy on an emotional level first, then back up the purchase with logic. Not the other way
around. So, where does this leave us? We have a skilled person who can translate features into benefits, free from the curse of technical knowledge. A person who is used to explaining things to a bunch of hyperactive children with attention spans of gnats! Wives and kindergarten teachers are absolutely perfect for advertising!!! All you need to do now is explain and demonstrate your service to them, tell them who you are targeting and let them run with it. Better yet, have them interview you because they will ask the questions they need in order for it to make sense enough for them to explain it. Good luck and you can thank me later. -- Ant You can find out more about the author, Anthony Blanton, at www.hoodcleaninghelper. com where he helps other contractors be the best at what they do. He is the co-founder of the Grease Police and the first recipient of the Nobel Grease Prize.
gaiN the suPPort of the origiNal Power washiNg trade orgaNizatioN
JoiN the exPerieNce... Since 1992 the PWNA has
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represented contractors in the Power Washing industry. We stand for all power washers: fleet washing, concrete cleaning, kitchen exhaust, wood restoration, as well as everything in between. The PWNA provides quality education and certification to power wash contractors along with conventions, networking opportunities, and a clear voice for our industry. Visit www.thepwna.org for more info on becoming a member.
Power washers of North america
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The Washin’ Warriors Project
How Envirospec is Helping Out-of-Work Heroes on the Homefront by Allison Hester, Editor
The proposed “Hiring Heroes Act” has recently brought national attention to the growing problem of veterans who return from well-paid deployments to find themselves out of work. According to a December 17, 2011 article in the New York Times, more than 220,000 veterans of Iraq and Afghanistan are out of work. The same article also stated that 65 to 70 percent of employers will not hire employees who serve in the National Guard or Reserve for fear of losing them to deployment. It’s a problem that John Allison, owner of Envirospec – a major supplier and manufacturer – has contemplated for quite some time, and he’s ready to step up and help. Allison, who served the military in Viet Nam, and his wife, Shelley, a veteran as well, have gained a long reputation for philanthropy through their animal sanctuary, Suzie’s Friends, and generous support of the Shriner’s Children’s Hospital in Tampa, and Paul Newman’s Hole in the Wall Gang Camp in Ashford, CT. “The only reason that Shelley and I go to work each day is so we can make enough money to pass it along to a life that needs a little help,” Allison explained. Starting June 1, Allison is launching a new “Soap for Hope” program, the Washin’ 18
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Warriors Project. He explained that Envirospec, “with the tremendous help of those who purchase our products,” will commit to putting one out-of-work veteran in business each month for 12 months on a “no charge” basis. “I just think that collectively, we – as an industry of caring, hard-working individuals – can make a difference for some,” he said. Specifically, Envirospec – with the help of a volunteer selection committee made up of industry members with military experienc – will select 12 out-of-work veterans for the program. Envirospec will build their pressure washing equipment, bring them to their Systems Certification School and Symposium so they can learn how to keep the equipment running, and supply them with repair parts, chemicals and on-going training. “We will become their mentor and make sure they have every chance of success,” Allison added. Each package is valued at several thousands of dollars, which is why Envirospec can only sponsor 12 veterans at this time. “Once the veteran contractor gets on his or her feet, they will need to start paying for the products they need to keep their business going,” explained Allison. Profits from those sales will then go into a fund to help other vets start their businesses, free of charge.
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So how can you help? Recommend a veteran. Finding candidates who are truly in need of a job or an opportunity may be the hardest part of the project, and everyone can help. You may know of veterans, you may read or hear about them in the news, or you may contact local organizations to see if they know of anyone who qualifies. Envirospec welcomes candidates from all areas of the country. When you recommend someone, Envirospec will need to know how you heard about them. From there, Envirospec will contact the veteran to let them know of the opportunity, and if they are interested, they will be considered a potential candidate and passed to the selection committee. To recommend a candidate, please email chuck@envirospec.com. Serve on the Selection Committee. Envirospec is looking for pressure washing industry members who have military experience to serve quarterly in helping select the best applicants for the start-up package. Mentor the veteran. Ideally, professional contractors located in the selected veterans’ areas will volunteer to help mentor the veterans until their businesses are up and running. Look for new ways to help. The joblessness among our veterans is widespread, and Envirospec’s program can only help a few. Veterans need your help, whether you support Envirospec, other veterans organizations, or perhaps best of all, set up your own version of Envirospec’s new Washin’ Warriors program. “Our hope is that this will encourage other companies to come up with similar programs,” Allison concluded. “It would be so nice if this concept becomes infectious.”
eClean Magazine offers your company direct access into the professional contract cleaning businesses of North America.
Our 17,000+ readers are professionals, executives, entrepreneurs and business owners. Collectively they represent the most influential demographic in North America. Our May 2012 issue will feature the roof cleaning market, including equipment, chemicals, safety and innovations, along with additional articles every contract cleaning business owner can use. To reach thousands of professional contract cleaners at prices well below other industry-related publications, please contact us immediately as space is limited. Contact Karen Rokosh for advertising:
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How to Use an iPad in Your Cleaning Business by Allison Hester, Editor
Apple broke all sales records with the launch of its third generation iPad last month, selling over 3 million of the new tablet computers opening weekend alone. But, as our recent industry survey indicated, only about 50 percent of the pressure washing industry is sold on using any form of tablet technology. And it’s understandable. The low-end version of the new iPad starts at around $600 and the price rises significantly from there. The good news, however, is that a lot of techy-types are upgrading to the new version and getting rid of their iPad 2s at record deals. And from what I’ve read, most critics agree that the new iPads are better for gaming, but not really much different for doing business. So if you’re comfortable buying used, it might be time to hit Craigslist, Ebay or Amazon to get an older version in great shape. A quick note: In our recent survey, of those business owners who used tablets, the iPad was the top pick by 86 percent, so this article focuses on the iPad. Other tablets are available with similar features and worth researching if you’re interested in comparing products. However, the other thing I learned from our survey is that most contractors really don’t know how to use their iPads for much other
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than checking email and the weather. This article will hopefully give contractors some new ideas. Business Related Apps: The iPad has a number of useful features, including internet/email access, front and rear cameras (in the iPad2 and later), GPS capabilities (varies by model), and online book/ magazine readability. Of course, it’s the apps that make the iPad unique, and there are thousands to choose from. I’ve collected a few apps for businesses that were recommended by industry members as well as from a variety of articles by business publications. Note that while I’m writing about the iPad, a number of these apps are available on the iPhone and iPod as well. 1. Skype is an online phone service that allows users to chat by voice or video. It is free to use as long as both callers are registered with Skype. The traditional use of Skype has allowed grandparents to video chat with their grandchildren who live across the country, or for deployed military personnel to communicate online with their families. However, Skype – combined with the iPad’s video cameras – can be a money saving application for cleaning operations as well, particularly for companies that have multiple crews out in the field. Assume, for instance, that a problem arises with a crew while out in the field. Rather than having to drive across town to the location while your crew idly waits for your arrival, you can have one of your technicians Skype a live video feed of what the problem looks like, and potentially problem solve the issue right on the spot – from anywhere. 2. DropBox is a free service that allows you to save files (photos, documents and videos) online in a private account so that they are accessible to you on any computer or mobile device. That way you can access any of your files, anywhere. And, if something
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happens to your computer, your documents are still safe. 3. Square is a mobile credit card reader that allows you to swipe and process credit card payments while in the field. It’s a small credit card reader that attaches to your iPad, iPhone or Android. Best of all, the device is free and there’s no monthly contract or payment. Square simply takes a flat 2.75% of each payment (which is less than many credit card programs). There’s no limit to the amount of payments you can receive, and most payments are deposited into your account within 24 hours. “I use square all the time and I love it,” said Doug Rucker of Clean and Green Solutions, Houston. 4. Pocket Informant is a “fully integrated calendar, task, contacts and notes solution for your iPad that lets you focus on everything you do in a day – not just your tasks list.” It is a “highly customizable” tool that allows you to set things up your way. The cost for the iPad app is $8.99 5. Documents to Go Premium ($16.99) allows you to view, edit, and create Microsoft Excel, Word, and PowerPoint files on the iPad. The original version – i.e., not the premium version – costs less, at $9.99, but does not support PowerPoint editing or cloud synchronization. 6. Quickbooks Mobile is free for Quickbooks Online users. The app lets you access and change customer information, manage outstanding balances, and create/email invoices, among other things. “Quickbooks online is a great app for route companies,” added Jason Wellman of FilterShine USA. “My employees can add services, accept payments and email invoice with receipt at the job site. Almost no paperwork being printed anymore.” 7. Handshake is a free program that will primarily benefit those who have products to sell. It allows distributors/suppliers to create a product catalog on their iPad, then take orders and deliver confirmations while out in the field. 8. Keynote: The iPad is a great tool for making customer presentations, and Keynote seems to be the app of choice among contract cleaners. Built specifically for the iPad, iPod and iPhone, it allows you to make eClean Magazine
presentations that can include your own photos and videos, along with charts and animated transitions, “as simple as touching and tapping.” The app costs $9.99. 9. Line2 lets you give your iPad a usable phone number (or add a second line to your iPhone) that can be used for calling and texting. The app itself is free to download, but the phone line starts at $9.95 a month or $99.50 a year. 10. Invoice2Go lets you create professional invoices, estimates, credit memos, purchase orders and more on your iPad. The iPad app costs $14.99. There is a free “lite” version so you can try it out and see if you like it. The iPhone version costs $9.99. 11. Forms-2-Go Hd lets you create over 20 types of business forms, including invoices, work orders, estimates, etc., that can include “spreadsheet like formulas for automatic calculations” and signature sheets so you can collect your customers’ signatures right on your iPad. The App is free. 12. Tapatalk: Whether you’re a “forum junkie” or just need some help from other contractors on a specific project, Tapatalk is a free app that makes navigating through the industry forums on your iPad easier than by using the web browser alone. 13. iBooks is a free app needed for downloading books. The bookstore offers just about any book you can think of, including several free business-related books. A couple to start with: iPad at Work, and iPad at Work Volume 2. And if you still need convincing, remember that eClean magazine is now available to read on your iPad as well.
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Saving Fuel Saves Money
Save Fuel by Driving Smart by Josh Dodson, Owner of GreasePro
As of the moment this article is being put and can lower your gas mileage by 33 percent together, $3.78 is the price per gallon for at highway speeds, and by five percent in gasoline. $4.09 for #2 diesel fuel. Give it a town. Smart driving is also safer, which can day and this price could be $.25 per gallon save you a lot more than gas money. higher or $.10 per gallon less. Fuel expense *Fuel Econcomy Benefit: 5-33% ranks second behind labor as our biggest cost Equivalent Savings: $.19-$1.23/gal. of doing business in my kitchen hood cleaning company, GreasePro LLC, and the gloomy 2. Drive the Speed Limit forecast of $4, $5, even potentially $6 per Although the speed for optimal fuel economy gallon for fuel doesn’t seem like it will make a varies by vehicles, gas mileage usually turn back anytime soon. decreases quickly and significantly at speeds Being aware of “bad habits” that cause above 60 mph. Generally, every five mph you fuel mileage to go down and equipment fuel drive over 60 mph is like paying an additional consumption to go up can save you hundreds $0.30 per gallon for gas. Again, driving the of dollars at the fuel pump. Informing your speed limit not only saves fuel, it’s safer. employees of these bad habits and encouraging *Fuel Econcomy Benefit: 7-23% them to practice better habits when driving and Equivalent Savings: $.26-$.86/gal. working will ease the damage to your bottom line when your fuel bill comes in. 3. Lighten Your Load The following tips are from the www. Get rid of unnecessary items in your vehicle, fueleconomy.gov/feg/drivehabits website: particularly heavy ones. An extra 100 pounds 1. Drive Wisely in your vehicle could reduce your MPG by up Aggressive driving – which includes speeding, to 2 percent. (This is based on the percentage rapid acceleration and braking – wastes gas of extra weight relative to the vehicle’s weight 22 eClean Magazine April 2012 www.eCleanMag.com
4. Avoid Unnecessary Idling Idling can use a quarter to a half gallon of fuel per hour, depending on engine size and air conditioner (AC) use. Turn off your engine when your vehicle is parked (and tell your technicians to do the same). Restarting your vehicle will use less fuel than running it in idle for any length of time. (Turning your engine on and off excessively, however, may increase starter wear. *Fuel Cost Savings: $0.01-$0.03/min (AC off) $0.02-$0.04/min. (AC on) 5. Use Overdrive Gears When you use overdrive gearing, your car’s engine speed goes down. This saves gas and reduces engine wear. Beyond Your Vehicles Driving is not the only source of “bad habits” when it comes to over consumption of fuel for cleaning companies. Our cleaning tools run on gasoline, diesel, natural gas/propane, and kerosene, all of which have been steadily increasing in cost. The following information comes from my own research from my company’s fuel and equipment use. Burner Use Running hot supply water reduces the burn time to heat the water to 180+ degrees. Certain pumps may not be capable of handling the extra hot water and will be equipped with a thermal relief valve that will “dump” when the temperature limit is reached. Adjusting the hot and cold mix will allow you to run the water as close to the limit without losing supply pressure due to the “dump.” *Fuel Econcomy Benefit: 25-50%. Equivalent Savings: $l-$2/gallon Gasoline Powered Pressure Washers Allowing the pressure washer to run while not using for cleaning is unnecessary and wastes fuel. Turning the unit off when coming off rooftops and transitioning between different parts of a job can save several minutes of eClean Magazine
run time on an average job. Also running at full idle is not necessary for peak cleaning performance, and is hard on the motor. Adjust the idle so your cleaning power is effective but not wide open. **Fuel Econcomy Benefit: 12-25%. Equivalent Savings: $0.45-$0.90/gallon I encourage everyone to practice these “good habits” in their driving and work routines. Whether you save a couple of dollars or a couple thousand dollars, it’s all your hard earned money. It will sit much better in your bank than being exhausted through a tailpipe or going up in diesel smoke. Josh Dodson has been in the kitchen exhaust cleaning business since 2002. He is the owner of Grease Pro LLC, which serves parts of North Carolina, South Carolina and Virginia. To learn more, visit his website at www. carolinahoodcleaning.com. *Note: Cost savings are based on an assumed fuel price of $3.72/ gallon. **Note: Cost savings are based on an assumed fuel price of $4/ gallon.
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and affects smaller vehicles more than larger ones. *Fuel Econcomy Benefit: 1-2%/100 lbs. Equivalent Savings: $0.04-$0.07/gal.
April 2012
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by Paul Horsley, Publisher Owner of Scotts Pressure Wash Common misconceptions plague many professions, and professional power washing is no exception. Ask any power wash company – the myths listed below are not unusual beliefs for consumers to sustain. By being familiar with the truth behind these fallacies, you can best understand the confusion when customers call in a professional power washing service.
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I can do it myself – after all, I’m no stranger to power washing. Service professionals really are experts; their level of professional power washing experience prepares them to tackle any cleaning job in your home or business without causing damage. That’s the main difference between an amateur and a professional power wash company – the pros know how to get the job done without damaging property or causing injury. Year after year, homeowners are seriously hurt when they assume they can power wash without outside assistance. For instance, many people lean ladders against their homes to clean the upper stretches of exterior siding, only to suffer serious injury when the power of their pressure washers surprises them, causing terrifying falls. If the setup for a certain job seems precarious or otherwise unsafe, don’t hesitate to call a professional power washing service. Otherwise, you could end up in the hospital. You should also call in a power wash company if you’re unfamiliar with the best power washing techniques for the surface at hand. Too often, homeowners assume that all power washing projects are the same and require the same amount of pressure. If you follow this myth, you could cause serious damage to your home. For instance, too much pressure can blow the granules clear off asphalt roof shingles, greatly decreasing the life of the roof.
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All you need to clean is high pressure – and I have that with my equipment for power washing. Service experts certainly value the cleaning power of high pressure equipment, but they also recognize that lower pressures may work better in certain situations. For instance, when pressure washing siding, one must be careful not to use extremely high pressure. Otherwise, water could be forced behind the siding, fostering the growth of harmful mold and mildew. Cleaning solutions and temperature are valuable allies in limiting the pressure used in such situations. Professional power washing experts use potent cleaning solutions to aid in their cleaning projects; the most progressive among them stick to earth-friendly, non-toxic cleaners. Greasy, oily stains often won’t lift away without specialized pressure washing mixtures. Furthermore, professional-grade power washers are often equipped to spray heated water, which also helps remove grime while regulating pressure levels.
The lowest price is always best when it comes to power washing. Unaware that there are quality differences between power washing companies, many consumers suppose that the service that advertises the lowest price is the best option. Unfortunately, these homeowners often find that the service attendant tacks on surcharges, driving up the price. Call it “bait and switch” selling, commissioned sales or upselling – the bottom line is that many unscrupulous power washing services advertise one price with the sole intention of jacking up that figure once they’ve eClean Magazine
completed a project. Alternatively, a certain power washing company may be inexperienced or unsuccessful, so they offer a dirt-low price and are then forced to take shortcuts in order to turn a profit.
Every power washing service should be able to give quotes over the phone.
Certainly, a power wash company should be able to give a ballpark estimate over the phone, assuming you provide a thorough description of the project at hand. However, a detailed estimate requires an on-site visit. With a little research, you should be able to find a power washing service that provides complimentary in-person estimates. That way, you can rest assured that the quoted price will actually be your final price.
Since power washing involves mainly water, it’s always safe for the environment. Especially if you don’t use cleaning solutions, it may seem like power washing is a fairly innocuous operation. After all, how could pure water hurt the environment? The thing many consumers fail to take into account is the pollution washed away by power washing. For instance, power washing an RV will invariably wash away heavy metals. RVs and other vehicles pick up these toxic metals while on the road. If deposited into the water table, these and other substances can be deadly for wildlife. Fortunately, many power washing companies now practice eco-friendly wastewater management; they collect and process their wastewater, thereby preventing pollutants from tainting local watersheds.
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Latest Features of Carpet Cleaning Machines
multiple heating elements. These machines reach the maximum output temperature fast. Needless to say, such machines help to increase the speed and efficiency of the cleaning process. Specialized Wands Wands are important parts in the working of By Lauren Zwiebel, Daimer Industries commercial carpet cleaners. These machines work by injecting and simultaneously Carpet cleaning machines are commonly extracting a mixture of cleaning agent and used for cleaning soft surfaces such as carpets water into mats and carpets. After allowing and upholstery. Pressure washers and steam some time for the cleaning agent to act on cleaners have high output power, but are used the surface, the cleaning workers agitate for hard surfaces. Pressure washers draw the surface with the wand attached with the power from their output pressure, while steam machine. cleaners offer cleaning power through high The greater the power and efficiency of output temperature. On the other hand, carpet agitation, the better will be the cleaning cleaning machines have moderate pressure process. Previously, conventional machines levels and temperature settings to ensure had a single wand for all types of surface. delicate carpet fibers are not ruined. Modern commercial carpet cleaners offer Carpet cleaners do not need to have the multiple wands. high output power. These are mainly used to For example, carpet cleaner machines clean mats, carpets, upholstery, and other used in auto detailing have separate wands soft surfaces. If the machine has high output for carpet cleaning and upholstery cleaning. power, it might end up damaging the soft Wands for upholstery cleaning need to be surfaces. harder and sturdier than the carpet wands As a result of this limited output power, Low Flow Technology the technological advances in carpet cleaning A major consideration for cleaning workers machines have focused on other aspects, for when using carpet cleaning machines is the example, in trying to speed up the cleaning drying time. Every customer will want to use process. This article deals with some of latest their carpets, mats, and upholstery as soon as features of carpet extractors. possible after the cleaning process. Using a wet Heated Output surface will result in accumulation of further One of the most significant advances dirt. in carpet cleaning machines is that these The only solution to this problem is using machines now offer heated output. These rug steam cleaners equipped with low flow machines can provide an output temperature of technology. This technology limits the quantity 210째F. Conventional machines offer cold water of output that flows to the surface without output. In such machines, the quality of the constraining the cleaning power. Such rug cleaning agent and human power of using the steam cleaners ensure that the surfaces dry up wand are the only factors that determine the quickly, normally in about two to six hours. cleaning efficiency. These commercial cleaners minimize water In heated carpet cleaning machines, the wastage and are good for use even in places output temperature, too, plays a part. These with limited drainage facilities. machines are equipped with a heating element Daimer Industries, www.Daimer.com, is a that raises the output temperature of the leading supplier of professional carpet cleaners. machine. Daimer provides a complete range of carpet Quick Cleaning cleaning machines including commercial carpet For speeding up the cleaning process, it is cleaniner, industrial carpet cleaner and many important to have the machines containing more. 26 eClean Magazine April 2012 www.eCleanMag.com