Interview with Maid to Sparkle Franchise President Chris Cavazos
Posted by: in Networking
Chris Cavazos, President
Jonathan Bergstein, VP, Franchise Operations.
Maid To Sparkle
Website: http://www.maidtosparkle.net
Year Founded: 1998
Year Franchised: 2006
Number of units, company: 1
Number of units, franchised: 3
Initial investment: $40,000
Home-based Business?: Yes
Net worth/Financial Req.: $125,000/$25,000 liquid
Priority Markets for Expansion: United Says and Canada
Contact: Jonathan Bergstein (804) 382-7749
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Chris Cavazos is President of Maid to Sparkle, a residential maid service franchise headquartered near Richmond, VA. Along with her business partner and VP Jonathan Bergstein, Ms. Cavasoz has set out to raise the bar on what it means to provide excellent service.
Maid to Sparkle has been nominated for a Top New Franchise award. Top New Franchises (TNF) interviewed Chris about her unique franchise opportunity.
TNF: How do you describe the Maid to Sparkle franchise concept?
MTS: Our franchise concept is based on a strong Customer Service platform. All cleaning franchises clean homes, however, Maid To Sparkle is passionate about customer service. Our philosophy is that customer service must be ingrained throughout an organization starting at the top. Everyone, from management to employees, must be trained to understand that the growth of the company depends on how customer’s needs are met. The ongoing goal of our franchisees is to attract new customers through referrals from existing customers. Not only does this build strong customer loyalty, but saves on advertising to attract new customers.
TNF: When did you launch the Maid to Sparkle franchise program? How many franchises are up and running? Is the chain growing?
MTS: Our franchise program was launched in the Fall of 2006. We currently have three locations, one in operation and two who have just signed contracts to open shortly. Maid To Sparkle is very selective in who we award franchises. Our philosophy is attracting quality franchisees who comprehend that to add value to our service, one must have a competitive advantage which includes a passion, a purpose, and resources.
TNF: Where are you looking to expand? What types of markets and demographics work ideal?
MTS: Maid To Sparkle is looking to expand throughout the US and Canada. Our primary markets are in and around urban areas. We award franchises based on zip code demographics that we perform in-house. Each franchise is provided with at least 2 zip codes containing at least 30,000 homes. The preferable minimum disposable income is $25,000 per household.
TNF: What is the need in the marketplace that Maid to Sparkle franchise owners will meet? How does Maid to Sparkle solutions differ from competing programs?
MTS: Customer demand for cleaning services is greater than ever because the number of dual-income families is on the upswing. These families have less time available for house cleaning and maintenance but they have more disposable income. Approximately 20% of all US homes are now cleaned professionally, and that number is growing by a rate of 5% yearly. Maid To Sparkle has two types of competion: 1) Independent and 2) Franchise operations. Maid To Sparkle differs from the independents in that we’re licensed, insured, bonded, and incorporated. Customers like to do business with an actual company who has insurance in case something happens. Maid To Sparkle differs from the franchse competion in the way we do business. Our methods include sending only one or two employee teams into a customers home. This method is more efficient, more profitable, and customers prefer to see the same cleaning crew in their home which builds trust. However, the number one way Maid To Sparkle differentiates itself from all competitors is our Customer Service program. Whenever Maid To Sparkle cleans our customers home, we always ask, “How might we improve your service?”
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TNF: Tell us a little bit about the kind of person who would make a good Maid to Sparkle franchise owner? What are the backgrounds of some of your franchise owners?
MTS: Maid To Sparkle is looking to award franchises to individuals who have a solid business background which includes customer service, able to organize efficiently, coordinate different tasks at the same time, properly delegate responsibility, the capability to comprehend that to be competitive, one must always be thinking of ways to improve operations. Since we’re a new franchise, we welcome the ideas and suggestions of our franchisees. Some sales background is helpful, but not required.
TNF: What qualities are important to you in selecting new franchisees for your system? What makes a good franchisee?
MTS: Maid To Sparkle likes candidates who are able to think for themselves, yet are able to follow a structured, proven system. A good franchisee must be able to select a good staff, meet any challenges along the way, set and achieve goals, and be able to measure their performance. If performance falls below the goals set, is the franchisee able to determine where improvement must take place? The purpose of Maid To Sparkle’s Discovery Day is to find out about the prospective franchisee’s qualities and for the franchisee to find out about Maid To Sparkle. It should be a good fit.
TNF: How do Maid to Sparkle franchise owners attract new customers? How do they create repeat business?
MTS: New customers are acquired initially via a number of sources, including Yellow Page ads, flyer delivery service, direct mail, newspaper advertising, and the Internet. More and more customers are going through Google to find a local cleaning service. Maid To Sparkle has hired an Internet company to improve our rankings in all search engines. The same Internet company will help our franchisee’s improve their rankings locally. The long range goal is to acquire new customers solely through referrals. New customers are acquired through the traditional methods of advertising mentioned above. Once a new customer is signed, usually they’re residual customers in that they are cleaned weekly or bi-weekly. The Customer Service program we have initiated turns existing customers into promotional customers who will provide referrals and cut down on advertising dollars needed to grow the business.
TNF: Of the training and support services you provide franchisees, which do you think are most valuable to their long-term success?
MTS: Customer Service is paramount to staying competitive and growing their business. Any company can clean a home, however, the mark of a successful company will depend on how the customer is treated. Are their needs being met? Is the customer being heard? Do the employees care how the home is cleaned? Does the owner care how the home is being cleaned? Everything Maid To Sparkle teaches our franchisee will revolve around providing excellent customer service. Even asking a easy question such as, “How did your previous cleaning service perform?” will provide valuable insights into what the customer is seeking from the new company they hire. The cleaning business must be an ongoing relationship with the customer in order to grow and succeed.
TNF: What role does technology play in your organization?
MTS: We provide proprietary software that operates the entire system. Our software performs scheduling, payroll, customer and employee records, complete operating manual for reference, and customer estimate tables. Maid To Sparkle is working with an Search Engine Optimization company to ensure that our search engine ranking improves for greater visibility.
TNF: What makes Maid to Sparkle different from other cleaning franchise opportunities? How is it a one-of-a-kind opportunity?
MTS: Can you remember the days when milkmen brought milk & eggs right up to your door? When doctors made house calls? When service station attendants washed your windows & checked your oil at no charge? Maid To Sparkle is bringing back that kind of customer service. We’re like the waiter in a fine restaurant who keeps returning to your table and ask, “Is everything OK?” Maid To Sparkle feels that it is better to ask, “How may I improve your service?” Being OK is not good enough. I’m sure most customers would prefer to come home to a home that has been cleaned so well that they become so excited they have to call a neighbor.
Home cleaning is a very personal service. Our customers are inviting us into their homes, and that takes a measure of trust. We do all that we have the ability to to keep earning that trust on an ongoing basis. The Maid to Sparkle philosophy is to have a positive impact on our customer’s lives. We go the extra mile to help them be proud to invite guests into their home, to save them time and money, to make their housekeeping easier, and to meet any special needs that might arise.
TNF: We understand that Maid to Sparkle has recently joined up with the non-profit group Cleaning for a Reason. Tell us about that.
MTS: Maid To Sparkle is very proud to support Cleaning For A Reason, which is the only foundation in America that provides free and discounted cleaning services to women with cancer. This will facilitate our franchisees efforts to establish their position as an industry leader in their community. This is a powerful tool for developing and nurturing a positive public image, while at the same time providing a tangible benefit to the women in the communities our franchisees will serve.
TNF: Thanks very much for sharing your vision for the Maid to Sparkle franchise program.
MTS: Thanks for the opportunity!
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