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Executive Q&A with CEO Lindsay Dellasega Dellasega shares insight as leader of eco-friendly home cleaning service by Cristina Merrill WHAT VOID DOES YOUR BRAND FILL? WHAT WAS MISSING IN THE SPACE BEFORE? There is more awareness of the health and environmental benefits of using eco-friendly cleaning products. ecomaids, as an ecofriendly home cleaning service, addresses those customer demands better than any other brand. Moreover, homeowners will always value the trust and the integrity of the people coming into their homes, because ecomaids bonds, insures and trains all of its maids before they enter a client’s home. As a full-service cleaning franchise that dispatches trained and trustworthy teams and uses eco-friendly products, ecomaids is truly different from the rest, and these differentiators will help the brand grow its footprint. WHAT ARE YOU DOING WELL RIGHT NOW? WHAT ARE YOUR BRAND’S DIFFERENTIATORS? I would say the corporate-managed marketing programs, our in-house sales center and the employee training support we offer franchisees. We really uphold brand integrity. Now that ecomaids falls under the umbrella of our new parent company Happinest, which also encompasses Lawn Doctor and Mosquito Hunters, there will be even more support for franchisees. We’ll be able to keep a cutting edge on marketing, respond rapidly to customer inquiries and stay ahead of the competition. We can help our owners with demand creation and fulfillment better than ever before, allowing them to focus on customer care, staff development and retention. The Happinest acquisition will also help us ensure quality growth.
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FEBRUARY 2020 | WWW.FRANCHISEJOURNAL.COM
WHAT ARE YOUR GROWTH GOALS? WHAT IS YOUR BRAND VISION THAT YOU HOPE TO FULFILL? We currently have two locations and are very much focused on the quality of our new franchisees rather than the quantity. At ecomaids, we believe culture and fit are critical to success. We only want franchisees who believe in the brand and the business model and are excited to put ecomaids on the map in their market. Ideally, I’d like to see 20 to 30 new franchisees in 2020. In a general sense, we have a vision for being a dominant brand in the cleaning industry. We want to fully penetrate every market we enter, get good customer reviews and be known as a great place to work. In doing so, we can uphold a good culture throughout our franchise system. WHAT WERE SOME LEARNING OPPORTUNITIES THAT THE BRAND LEVERAGED TO GET WHERE IT IS NOW? We’ve learned more about the support that’s needed in order to help franchisees focus on relationship building and team building. Franchisees need to focus on these two things in order for their businesses to grow. That’s another reason why we’re so excited about the Happinest partnership. The support provided by Happinest will allow ecomaids to take some responsibilities off of the franchisees’ shoulders so they can focus on growing their business. We are able to leverage the infrastructure, resources and expertise of a 700+ unit franchisor that has been a leader in home services for over 50 years. It’s
