Jordan Berry’s interview with Amy Berkowitz in Show 202 of the Laundromat Resource Podcast delivers a wealth of real-world wisdom for new and established laundry business owners. Amy’s story—transitioning from a marketing professional to multi-laundromat owner and pickup & delivery entrepreneur—presents powerful lessons that will resonate with anyone in the laundry industry.
Below, I’ve distilled the interview’s most impactful takeaways and provided actionable steps to help any laundry business professional put these insights to work.
1. Bet on Yourself—Calculated Risk Can Fuel Big Rewards
Lesson Overview:
Amy’s journey is defined by a willingness to bet on herself, even in uncertain and intimidating circumstances. After being let go from her marketing career, she plunged into the laundry industry with no prior ownership experience. She started a pickup and delivery business before owning a physical laundromat, leveraged home equity to fund expansion, and even acquired a “free” laundromat (i.e., by taking over a failing store for the cost of repairs and lease). She risked financial stability and personal comfort, but did so with calculated research and self-confidence.
Why This Matters:
Many entrepreneurs stall out when facing perceived risk—waiting endlessly for the “perfect” opportunity. This podcast episode demonstrates that bold moves, grounded in diligent research and honest self-assessment, enable business growth faster than overly conservative action or waiting for certainty.
Action Steps:
Assess Your Tolerance and Preparation: Honestly appraise your risk tolerance and how much preparation you’re willing/able to do before a leap.
Secure and Understand Your Financing: Like Amy, consider diverse funding sources: home equity, retirement rollovers (e.g., the “ROBS” program), and creative partnerships.
Run the Numbers, But Don’t Freeze: Project best- and worst-case scenarios. Accept that there’s never zero risk and that discomfort is often a signal of progress.
Act Decisively: Adopt the “speed trumps accuracy” and “perfection is the enemy of progress” mindsets Amy found so valuable. Make forward moves; you can pivot and optimize as you go.
2. Branding and Marketing Matter More Than Ever
Lesson Overview:
Amy leveraged her marketing background to create a distinct, community-oriented brand (“Bubbles”), build a non-profit angle (providing free laundry for breast cancer patients), and invest heavily in visibility—social media, partnership with schools, community events, and a standout customer experience. Customers asked if she was operating a franchise, showing the impact her branding had in establishing perceived value and trust.
Why This Matters:
The laundry industry is rapidly professionalizing. Major players like Tide and Kathy Ireland are entering with strong brands and big budgets. Locally owned laundromats can’t afford to neglect their brand presence. Modern customers expect professionalism, social proof, and a sense of community engagement—even from essential services like laundry.
Action Steps:
Define Your Brand: Decide what you want your laundromat or laundry service to represent—convenience, cleanliness, community involvement, family-friendliness, etc.
Invest in Visual Identity: Prioritize a memorable logo, cohesive colors, polished social media, uniforms, and clean store appearance.
Engage Locally: Sponsor events, partner with local businesses (e.g., pet washing, sports teams), and support local causes.
Leverage Storytelling: Use your journey and your “why” as a marketing tool; authenticity resonates.
Solicit and Share Testimonials: Encourage positive reviews and share customer stories that reflect your values.
3. Networking is a Growth Multiplier—Relationships Create Opportunity
Lesson Overview:
Throughout the conversation, Amy emphasizes that networking was integral to every opportunity she found—from getting deals on equipment and finding repair techs, to locating acquisition targets and securing a business partner for expansion. Her “community cult” mindset allowed her to find mentors, negotiate with vendors, and hear about laundromats for sale before they hit listings. She credits networking for nearly every breakthrough.
Why This Matters:
Laundromat ownership, especially in its early stages, can be isolating. The difference between stagnation and growth often lies in who you know—distributors, brokers, repair techs, other owners, and even competitors. Moreover, the support and camaraderie help navigate setbacks and keep inspiration high.
Action Steps:
Join Industry Networks: Become active in laundromat owner groups, attend distributor events, and connect on social media platforms (Facebook groups, LinkedIn, industry websites).
Contact Distributors and Repair Techs: These professionals are often first to know about stores changing hands or needing help. Build genuine, two-way relationships.
Nurture Peer Relationships: Regularly meet or communicate with other owners to swap stories, solutions, and referrals.
Let People Know What You Want: Tell your network when you’re looking to buy or expand. Amy’s “cold-calling,” leaving letters, and word of mouth paid off directly.
4. Innovate with Services: Pickup, Delivery, and Tech-Driven Convenience
Lesson Overview:
Amy built her revenue stream before owning a laundromat by launching a pickup and delivery service, leveraging apps like Sense to provide gig economy drivers and customer scheduling. She set up lockers at a local flower stand to facilitate laundry drop-off/pickup in a community-oriented, creative way. She also created a branded app, surprising customers used to basic service models.
Why This Matters:
The industry is evolving toward greater convenience. As lifestyles get busier and e-commerce expectations rise, laundry businesses that embrace technology and innovative service models can differentiate themselves and capture higher-value customers.
Action Steps:
Evaluate Pickup & Delivery: Assess whether you can pilot pickup/delivery with an app/platform in your area—even before you own a physical laundromat.
Explore Lockers & Remote Solutions: Install accessible lockers in strategic locations (with landlord/owner partnership) to widen your reach.
Use Technology for Scheduling and Payment: Invest in modern POS, customer communication tools, and branded apps to simplify the process.
Pilot Unique Community Programs: Nonprofit or cause-based offerings—like Amy’s free laundry for breast cancer patients—can generate both goodwill and organic marketing.
5. Price for Value—Stand By Your Service Quality
Lesson Overview:
Amy intentionally priced her services at the top of the market. She didn’t race to the bottom on pricing, knowing that “price-sensitive” customers are often not the most loyal or profitable. Instead, she aimed to deliver a premium, community-centric experience that justified those prices—and it’s working.
Why This Matters:
Laundry is not just a commodity. When you offer a better facility, stronger service, or additional conveniences, you can and should charge more. Higher prices (when justified) mean healthier margins, the ability to reinvest in your business, and a more sustainable operation.
Action Steps:
Audit Local Pricing: Know what your competitors charge—but don’t fixate on undercutting them.
Analyze Your Cost Structure: Build margin into your prices so you can cover rent, maintenance, labor, and future upgrades.
Confidence in Value: Communicate the benefits and upgrades customers experience; don’t apologize for premium pricing.
Expect to Lose Some Customers: Some price-sensitive customers will leave—that’s okay; you’re building for those who value quality and service.
Conclusion
Amy’s story is proof that drive, creativity, and belief in oneself—paired with a community and a clear brand vision—can overcome daunting odds. If you’re in the laundry business, these five lessons offer a road map to both survive and thrive. The common thread: act before you’re “ready,” keep learning, and engage your community. In laundry and in life, it’s those who dare and connect that win.
Take one action today based on these insights and start stacking those wins!
