From Zombie Mat to Five-Star Success with Emily deSousa

Top Takeaways for Future and Current Laundromat Owners: Actionable Tips for a Successful Laundry Business

Whether you’re considering buying your first laundromat or actively running one, learning from real-world experiences is critical to your success. In Episode 260 of the Laundromat Resource Podcast, Jordan Berry interviews Emily DeSouza, a laundromat owner who turned around a struggling “zombie mat” into a thriving business within months. Emily drops incredible insights, from customer service to branding to community engagement. Below, we break down the main takeaways as practical, actionable tips for aspiring and established laundromat owners.

1. Prioritize Customer Experience Above All

Tip: Build processes and culture around making every visit easy, welcoming, and frustration-free.

How to Apply:

Greet every customer: Either you or your attendants should welcome customers as soon as they walk in, making them feel seen and valued.
Train staff on onboarding: New systems—such as card or app-based payment—can confuse customers. Guide them through the process step-by-step, especially on their first visit. Emily DeSouza credits her phenomenal Google reviews to this hands-on approach.
Remember frequent customers: Use names, ask about their lives, and recall preferences to foster loyalty.
Create a repeatable process: Ensure every customer, every time, receives the same high level of service and attention.

2. Don’t Underestimate the Power of Cleanliness and Maintenance

Tip: Make your location spotless—every day.

How to Apply:

Establish daily cleaning routines for staff. Emily DeSouza keeps a visible checklist for employees: “Leave the store cleaner than you found it. Every customer should feel like the first person to walk through the doors.”
Inspect surfaces, machines, and restrooms multiple times per shift.
Reward staff for maintaining standards. Consistent cleanliness isn’t just about avoiding negative reviews, but about exceeding expectations and keeping customers coming back.

3. Start Fresh with Online Presence if You Inherit a Bad Reputation

Tip: Avoid digging out of a negative online review hole—create your own digital footprint if possible.

How to Apply:

Get a new Google Business profile: If your laundromat comes with terrible reviews, as in Emily DeSouza’s case, start over with a new name and business entity.
Contact Google to close the old listing and open a new one under your management, branding, and standards.
Solicit authentic customer reviews: Let your service speak; don’t pressure customers, but ask for feedback at natural touchpoints.

4. Be Strategic and Patient When Buying a Struggling Laundromat

Tip: Look past poor performance if the demographics and fundamentals are right.

How to Apply:

Study the neighborhood carefully: Even if the previous owner failed, high population density, lots of renters, and nearby businesses (like Airbnbs or apartments with limited laundry) can make for fantastic potential.
Endure the buying process: Difficult sellers or bad books shouldn’t scare you away if everything else lines up. Sometimes patience gets you a better deal because others walk away.
Go all-in on upgrades: Gut the zombie mat, install new machines, signage, and systems for a complete relaunch.
Communicate transparently with the community: Let locals know you’re making big changes, invite them back, and make them feel part of the story.

5. Embrace Branding: Stand Out and Make Your Laundromat ‘You’

Tip: Don’t overlook branding—a unique, intentional vibe attracts attention and loyalty.

How to Apply:

Choose a distinctive color scheme and logo. Emily DeSouza’s pink-themed laundromat is a social media magnet and sets her business apart from generic competitors.
Brand everything—from the walls to the cards to the delivery van—consistently.
Design for experience: Use TV screens, ambient music, and local art (even your own photography!) to curate a memorable atmosphere.
Be intentional with sensory experiences: Keep music at a comfortable level, use visuals that align with your brand, and create a relaxing environment.

6. Invest in Community Engagement

Tip: Solve community problems and support local people.

How to Apply:

Hire from within the community: Emily DeSouza hired both housed and unhoused locals, giving opportunities to those in need and building loyalty and respect.
Collaborate with neighboring businesses: Example: referring dry-cleaning clients across the street rather than competing, and striking partnership deals.
Feature “community fixtures” in your business: By employing a well-known unhoused neighbor, Emily DeSouza both solved a lingering location issue and provided meaningful work for someone.

7. Expand Services—But Only After Mastering the Basics

Tip: Nail walk-in service before adding wash-and-fold or delivery.

How to Apply:

Master self-serve operations: Before launching new services, ensure staffing, customer flows, and machine performance are running smoothly.
Add drop-off services as demand grows: Watch for storage constraints and train staff in handling multiple orders.
Begin commercial and delivery services with strategic partners: Start with one client, use your personal vehicle if necessary, and scale up to a branded delivery van as volume and reputation allow.

8. Overcome Analysis Paralysis: Take Calculated Action

Tip: You can’t know everything before you begin—at some point, you need to make the leap.

How to Apply:

Research thoroughly, then act: Market research, demographics, pricing, and site visits are essential—but don’t let indecision keep you stuck forever.
Buffer for risk: As Emily DeSouza did, save up a personal buffer to weather the early months after a transition.
Iterate as you learn: Accept that your learning curve will be steep, and real answers come from day-to-day ownership, not infinite planning.

9. Make Your Laundromat a Place of Consistency and Intentionality

Tip: Every detail in your laundromat should be purposeful and repeatable.

How to Apply:

Define the customer journey: From the greeting to the way detergent instructions are presented, to the lighting and even television content, design a tailored, consistent experience.
Train employees to maintain standards: Consistency is the backbone of a strong brand and customer trust.
Feedback loops: Listen to staff and customers to continuously refine your processes.

10. Seek and Offer Mentorship—Grow With the Industry

Tip: Connect with experienced owners and consider consulting others once you find success.

How to Apply:

Find reputable distributors and mentors: Emily DeSouza’s success was shaped by choosing a distributor who provided proactive help and trustworthy advice throughout her renovation.
Offer your expertise: As you gain experience, consider helping new owners get unstuck—just as others did for you. (Emily DeSouza offers consulting for this reason!)

Final Thoughts

Owning or buying a laundromat offers huge opportunities—but only for those willing to obsess over customer experience, commit to their community, and brand their business with intention. Take inspiration from Emily DeSouza’s story to build a laundromat that stands out and delivers real value for your neighborhood. The keys? Action, intentionality, and unwavering dedication.

Ready to get started? Take one of the above tips and apply it to your business or acquisition strategy this week—and watch your laundromat grow!

If you found these tips helpful, share them—and stay tuned for more industry insights from Laundromat Resource

Resources and Links:

Make sure to watch the latest Laundromat Podcast Episode 260

READ THE TRANSCRIPT

Read the Transcript Here

Jordan Berry [00:00:00]:
Hey, what’s up guys? It’s Jordan with the Laundromat Resource Podcast. This is show 260. I’m pumped you’re here today because today we have on the show Emily DeSouza, who is bringing the heat. I don’t know if you’ve run into her yet or not, but she has got a lot of wisdom. She is just gonna drop into your lap today. You’re gonna love it. I can’t wait to introduce you to her if you haven’t run into her yet. And if you have, you’re in for a good time.

Jordan Berry [00:00:24]:
Instant classic here. But before we jump in with her, I just wanted to really quickly reach out and let you know about the Vended Laundry Experience coming to Anaheim on November 12th. So if you’re on the West Coast or the west side of the United States, or you are just a diehard laundry dweeb like I am, uh, and you want to come to the Vended Laundry Experience at the Disneyland Hotel, uh, I’m gonna be there and a whole bunch of other people are going to be there, uh, people you know, you love. In fact, I’ll drop a link to it in the show notes, which is at laundromatresource.com/show270. 60, uh, or if you’re on YouTube, it’ll just be down below. Uh, go check it out. I’m gonna be hosting, MCing it, and you’re gonna hear from a lot of people you’ve probably run into on my podcast, other podcasts, maybe their own content. Uh, some familiar faces, a lot of genuine wisdom gonna be in that room.

Jordan Berry [00:01:15]:
So if you are somebody who’s serious about this business and you’re anywhere near Disneyland, or you’re somewhere where you can get to Disneyland, uh, come join us. It’s November 12th, one-day event. I’ll just guarantee you I’ll make it worth your while if you’re there. My philosophy on these events is that you are going to get out of it more than what you put into it. So if you put something in showing up, you’re gonna get more than you bargained for already. And if you put something into it, you go out there with the intention of learning, taking good notes, you go there with the intention of meeting some of these rock stars— and some of them honestly are silent rock stars you may not have run into in this industry— all it takes is one idea to just make a huge financial difference in your life. So I’m just super excited about it. I think it’s going to be a blast and a ton of stuff.

Jordan Berry [00:02:02]:
Last thing I’ll say is that we’ve got a discount, uh, for you, but you gotta be on our email list. So head over to laundromatresource.com and jump on our email list. And, uh, we’ll be sending that out. Go sign up for it and meet me at Disneyland. We’ll see you there. But before we get there, jump into it with Emily here right now. Emily, thank you for coming on the show. How are you doing today?

Emily DeSouza [00:02:22]:
I’m doing fantastic. Thank you. How are you?

Jordan Berry [00:02:26]:
I’m doing excellent. And, uh, listen, this has been a couple of times We’ve, we’ve fall started here. And so I am super excited to actually dig into your story. I already know some of it. I’m excited to dig into it. And listen, if, if you’re out there listening, you’re, you’re in for a treat here because there’s a lot of good stuff coming just from the little bit I already do know. So let’s jump into it and talk about who are you and how did you get into this weird business that we’re in here?

Emily DeSouza [00:02:54]:
It’s a weird business. So that’s the big question. So I bought this laundromat back in January, so not very long ago. And I immediately closed the doors and it was a true zombie mat. Half of the machine, more than half of the machines did not work. And there was an issue with unhoused hanging out in here, overdosing, you know, you name it. And It wasn’t something like, oh my gosh, I have my lifelong dream of owning a laundromat.

Jordan Berry [00:03:29]:
Really?

Emily DeSouza [00:03:29]:
It was—

Jordan Berry [00:03:30]:
I feel like that’s most of our lifelong dreams.

Emily DeSouza [00:03:32]:
I know, right? I think so, right? Maybe I’m the only one with a weird one. But, um, so yeah, but before that, um, and all during the construction and everything, I worked a full-time job as a customer success manager for a software company, which I’ve been doing for the last 8 years. Um, prior to that, I was a manager at Trader Joe’s. So, um, the 2 pair— 2 things that were similar in those jobs were customers. Yeah. And I absolutely love customers and love, um, making customers happy. And that was kind of my goal here because in looking at this laundromat, the first review on Google was, come here if you want hepatitis. So it was, it was a true zombie mat.

Jordan Berry [00:04:20]:
And is that free? Are you just doling it out for free?

Emily DeSouza [00:04:22]:
I know, just, yeah, like it was for free. You could just come on in and get hepatitis. So

Jordan Berry [00:04:27]:
that’s a rough review.

Emily DeSouza [00:04:29]:
It was a rough one and it was the top one.

Jordan Berry [00:04:31]:
I don’t want, I don’t want to jump the gun here on, on anything, but were you, did, did you re— like, did you get a new Google profile or did you have to—

Emily DeSouza [00:04:40]:
Oh yeah. Oh yeah. I didn’t want to dig outta that hole. Like, Advice to anybody that has taken over a zombie ad, just start over. Like, don’t even try to dig out of that hole.

Jordan Berry [00:04:48]:
Yeah. How difficult was it to get a new account for the Google?

Emily DeSouza [00:04:52]:
Super easy.

Jordan Berry [00:04:53]:
Okay.

Emily DeSouza [00:04:53]:
Really easy. So, cause I had a new name and new, um, you know, business name, new owner, everything. And I contacted Google and said that the old location, still the same location, but old business was closed. And so it was a little bit of a process, but yeah, not digging out of that hole. I didn’t want those. related to my all new here. So, yeah.

Jordan Berry [00:05:13]:
Yeah. Okay. Sorry, I didn’t want to jump the gun, but I mean, I think that’s a huge point because, you know, do you keep it or do you start over from scratch? And it’s not always super easy and super smooth to start over with Google. So I’m glad it wasn’t too bad for you.

Emily DeSouza [00:05:32]:
Yeah, it wasn’t bad. That part wasn’t bad. And I really did not want any of those older, I mean, I gutted it. So it was going to be all different, all new machines, you know, new everything. So.

Jordan Berry [00:05:45]:
Yeah. Yeah. Okay. I didn’t mean to interrupt you, but, uh, okay. So you got a new, I mean, you shut it down, uh, getting rid of these reviews and stuff. How long was it shut down for?

Emily DeSouza [00:05:59]:
So we closed, I closed on the business on January 10th of this year. And I reopened on April 17th. So relatively quickly because, I mean, it was just, it, you know, I didn’t have to start from scratch. There was all the infrastructure, but sold all the old machines, um, ordered new machines, you know, found a distributor, got new machines, um, you know, chose a, chose a POS system, chose, you know, chose all the, the, the workings of the laundromat. Mm-hmm. And by April, um, did all my new branding, new signage, um, you know, and by April 17th we opened. So we haven’t been open that long, but the proof is in the pudding because I have 182, I think as of today, 5-star Google reviews.

Jordan Berry [00:06:52]:
Mm-hmm.

Emily DeSouza [00:06:53]:
Um, and I’ve only been open 4 months, so. It’s, people are really, really, really happy that I’m here.

Jordan Berry [00:07:01]:
Well, and again, I don’t wanna jump the gun ’cause I wanna go back into like what was happening when you shut down. And I’m looking at a pink wall behind you, so we gotta talk about branding and all that too. Yeah. Um, but, uh, I mean, how, how, how’d you get so many good reviews? What, what’s the, what’s the strategy there?

Emily DeSouza [00:07:24]:
Yeah, there is, there’s a lot of laundromats. And actually, there’s a laundromat right across the street from me. Like, I could throw a rock and hit it. And so, what was gonna differentiate me? And being in software and being in, in customer, you know, facing roles, one of my strengths is customers. And so, I felt like what was gonna differentiate us? Like, everybody has machines. Okay. Yeah. They’re all brand new.

Emily DeSouza [00:07:52]:
They’re all, they all work. It, it It is beautiful, it is clean, you know, all those things, bright, you know, all the things I tell you to do when you’re, when you vamp up a laundromat.

Jordan Berry [00:08:00]:
Mm-hmm.

Emily DeSouza [00:08:00]:
But I make sure that either I or my employees greet the person right when they walk in. I walk them through, um, samples of my POS and they cannot believe my app, um, usage because, and they, they’re like, how are we doing this? Like, they’re half of your customers are using our app. And I do think it’s my demographics, part— partly, but it being in software, that’s called onboarding.

Jordan Berry [00:08:31]:
Mm-hmm.

Emily DeSouza [00:08:31]:
And what that is, is teaching the customer how to use the software. So I think if I was unattended, had, you know, a couple QR stickers up, let people just have at it, I don’t think that would be the case. Um, and even with my Laundry Works cards, you know, People are, they’re doing something new for the very first time. They’re not using quarters. Like, this is a change. And so left to their own devices, you know, people would get frustrated, I think. But having someone say, hey, welcome, have you been here before? And, and walking them through that entire process, whether it be a card, whether it be, you know, the app. And there’s a few questions I ask them.

Emily DeSouza [00:09:15]:
Are you from here? You know, and if they’re visitors, we’re in San Diego, so. A lot of visitors, I’m probably not gonna have them download the app ’cause it’s, it’s a few steps. But, you know, there’s some benefits to downloading the app, which is like you can see my real-time availability and for the machine. So if you’re sitting at home wondering, do you wanna do laundry? You know, should I come in? And these are things that I tell them, you know, these are the benefits to the app. This is the benefit to Quark. But having that experience of Zero frustration. And the funny thing is that the people that come in and they are so dead hard set on using quarters and they’re like, why did you do this? You know, they’re actually upset. Those are the people that honestly, it’s so funny because every single one of ’em has written a review and said, this was so easy.

Emily DeSouza [00:10:07]:
I thought it was gonna be hard.

Jordan Berry [00:10:08]:
Mm-hmm.

Emily DeSouza [00:10:08]:
But I do think it’s that It’s that customer experience. It’s walking them through, it’s showing them which machines I have, which size they probably need, you know, where the soap goes. You know, it’s, it’s every step. And so once you do that once, they know how to do it and it’s easy. But it’s that initial visit, you know, making sure that those customers really feel taken care of. And, and again, you know, at every other visit, you know, you try to learn their names or you, you know, know something about their life or. whatever. It’s, it’s having a, a human connection with people.

Emily DeSouza [00:10:43]:
And, and that’s, I think, a huge part of the success. I think that’s why people are, you know, who writes reviews about a laundromat? Like they’re taking the time to write about me.

Jordan Berry [00:10:54]:
Good reviews at that.

Emily DeSouza [00:10:55]:
Really excellent long ones with pictures, you know, very detailed. And honestly, I’m not asking them to write reviews. I don’t. I do, you know, ask my employees to ask if they know of a customer that’s, you know, having a really good experience to, you know, that’s part of their job is to ask for reviews. But, um, I never ask them and it, you know, most of ’em are about their experience. I think it really means something to them to have an owner that’s that involved.

Jordan Berry [00:11:25]:
Mm-hmm.

Emily DeSouza [00:11:25]:
And, and it, you know, the result is great reviews.

Jordan Berry [00:11:31]:
Yeah. Well, and that, I mean, you know, I’ve said this many times, but the common trait from successful laundromat owners who’ve been on this show, it’s not new machines. It’s not, you know, pricing. It’s not, it’s customer experience, right? The ones who succeed focus and obsess on customer experience and good customer service.

Emily DeSouza [00:11:52]:
Absolutely.

Jordan Berry [00:11:53]:
You know, it was reminding me, uh, just this last week I was, uh, visiting my, my brother and his kids and, and my nephew got a, a new board game. And, uh, we were just saying, we were talking about how, man, it’s kind of hard when you have to like read all the instructions and try to figure it out. I know they try to make it as easy as possible,

Emily DeSouza [00:12:13]:
but

Jordan Berry [00:12:13]:
it’s way easier if somebody who knows how to play the game just explains it to you. Sure. Right. And that’s what I was, that’s what I was thinking when you were saying, hey, we have ’em walk through, here’s how to get the app, here’s how the app works, here’s how the card system works. You know, here’s where to put the soap. And it doesn’t surprise me that you’re getting reviews that are saying, I thought it was going to be tough, but it was super easy because it’s way easier when somebody shows you how to do something.

Emily DeSouza [00:12:38]:
And then you feel, people remember, they don’t really remember what you say, but they remember, there’s a quote somewhere about this,

Jordan Berry [00:12:46]:
how you

Emily DeSouza [00:12:47]:
make them feel. And that’s the thing, like when they’re leaving, like, yeah, this is a laundromat, but also You know, they’re people and that’s, it’s a people business. So I know it’s laundry. It is laundry, but, um, it’s people.

Jordan Berry [00:13:03]:
Yeah, it is. It is people. Yeah. That’s awesome. Um, okay. So, uh, I mean, secret to success on getting good reviews is giving good service. It sounds like, uh,

Emily DeSouza [00:13:14]:
yeah.

Jordan Berry [00:13:15]:
Yeah.

Emily DeSouza [00:13:15]:
Yeah. Yeah.

Jordan Berry [00:13:16]:
No big secret, huh?

Emily DeSouza [00:13:17]:
Repeatable, you know, it’s all repeatable just over and over, you know, just You know, giving them a tour of the laundromat, showing them the machines, just, you know, I mean, and, and taking care of them, taking care of them.

Jordan Berry [00:13:30]:
Yeah. Well, you know, it just, it reminds me of the book too, you know, Be Obsessed or Be Average. It’s like, hey, if you, if you want to be just your average run-of-the-mill laundromat, that’s fine. No big deal. But if you want to be exceptional, you got to be obsessed with that customer experience. And that’s every little detail of the customer experience, breaking it down. And not just making it good, but it’s making it good, making sure that your employees know what they should be doing, keeping them accountable and keeping track of how they’re doing. Exactly.

Jordan Berry [00:14:01]:
You know, and, and then continuing that ongoing, you gotta maintain that customer service cuz you’ll, you know, as a store and employees and everything overall, you’ll, you will degrade over time if you’re not obsessed with making sure it’s high.

Emily DeSouza [00:14:16]:
Right.

Jordan Berry [00:14:17]:
Yeah.

Emily DeSouza [00:14:18]:
Yeah. I have a little list in my office of things to do in downtime for employees, and I think I’m gonna read it. It says, leave the store cleaner than you found it. Every customer should feel like the first person to walk through the doors. That’s what it says.

Jordan Berry [00:14:30]:
Yeah.

Emily DeSouza [00:14:30]:
And I, I just, that’s my goal. I want them to feel like, I mean, every single time it’s gonna be the same experience, like very good customer service. It’s always gonna be clean, you know, they’re, they’re, they’re gonna get help if they need it. I’m fully attended. So.

Jordan Berry [00:14:45]:
Yeah. Yeah. Okay. I mean, which again, I want to get into that too, the fully attended part and the employee part. That’s a huge, difficult puzzle piece that I know you have some experience with too. So we’ll get into that too. But let’s go back to, yeah, I’m just, I’m all over the place today, but I’m going to try to get us back in some sort of order here. Let’s go back to, you know, you bought this thing, you shut it down.

Jordan Berry [00:15:10]:
I mean, talk to me about You know, what’s happening? I know you’re getting new equipment and stuff, but what’s happening during this downtime? Um, what, what are you doing to the store? And then are you doing anything to prepare for a, like a grand reopening type thing or what’s going on?

Emily DeSouza [00:15:27]:
So I always thought I was going to do a grand reopening, but honestly, we just kind of opened our doors and it’s been successful since. So I, I kind of shined on the, the grand reopen. We’re just open. But during that time, I had, I have a Sprinter van and I was doing my, my regular software job from the parking lot with my Starlink and meeting my other customers during the day from my software job and overseeing this project. I chose, I did all the demos for the distributors and met with, you know, all the main distributors and The advice I had gotten over and over was choose a distributor that you feel like you can go into business with. And I chose very wisely. Like I, I did choose Alliance and Speak Queen and my distributor Leonard, um, has been integral to my success. Like if I texted him right this minute, he would text me back in 2 minutes.

Emily DeSouza [00:16:31]:
I mean, he’s very responsive and always been there for me. So he was a big part of helping me open. So he coordinated selling me old machines. He helped me, you know, choose, you know, launder warps. I have launder warps and why, you know, I would want to choose that. And he just helped me all along the way. So he’s, he’s been a huge part. So I had a general contractor who, you know, helped me with Every detail of it.

Emily DeSouza [00:17:05]:
You know, the bulkheads, new, new wall, new everything. And it’s, it, I watched it unfold and I did put a big, because I closed the doors right away and, you know, I didn’t want people to leave and go away. I wanted them to come back. I put a big poster on the door introducing myself, said, hi, I’m Emily. These are my plans. I’m going to bring this back to the neighborhood. And when I’m hoping to be open, you know, in about 3 or 4 months, and I hope you’ll come back because it’s gonna be all brand new. And they did come back and they were excited about it.

Emily DeSouza [00:17:44]:
So, um, any customer that came to the door, I tried to jump outta my van and introduce myself and say, hi, I’m Emily. I, I hope you come back. And Um, so it was just a process little by little. I documented it on my Instagram, um, on the, the laundromat webs— or laundromat website. I mean, not website, I’m sorry, the laundromat Instagram, you know, removing the machines, getting new ones in, and, you know, chipping up the floors and just every single step. And I was looking back at them the other day and wow, it, it, it’s so, it’s so different. So it was a fun process. Yeah.

Emily DeSouza [00:18:20]:
Stressful, um, but I had really good support, so.

Jordan Berry [00:18:25]:
Yeah, it, I mean, that’s crucial, right? If you get a bad, I, I love that you shout out Leonard, by the way, cuz I like shouting out good people in the industry because, you know, not everybody’s created, created equal, right? And, uh, but if you’ve got that good support, especially that first time around, I mean, it can really make the difference between having a good experience. Yeah. And a bad experience. It

Emily DeSouza [00:18:49]:
was interesting in choosing him because, you know, I had done all, they were all very, they were nice. All of them were great. But the differentiator with him was, because I hadn’t done this before, he was shoving information at my way. And it was so reassuring because I was so worried about making a, you know, a $60,000 mistake and missing something. And The fact that he just kept funneling information, you know, demographics, you know, whatever, all the things, um, my way without even asking just was so reassuring. So, um, yeah, he’s great.

Jordan Berry [00:19:27]:
Yeah. Awesome. Um, let me, again, just on the theme of being all over the place, let me go back just a little bit more. When you bought this store, was it, was it profitable? Was it making money? No, not profitable.

Emily DeSouza [00:19:41]:
It was not making money. Okay. It was losing probably, I mean, it was all quarters. Um, he didn’t keep good books. I’m pretty sure that they were made up.

Jordan Berry [00:19:51]:
That’s weird. Yeah, that’s weird.

Emily DeSouza [00:19:52]:
Yeah, that’s weird.

Jordan Berry [00:19:52]:
It’s so weird. 8 people.

Emily DeSouza [00:19:54]:
Right? So it was strange. So, um, no, he did not. I think I got about 3 months of books and they were on an Excel spreadsheet that was like 4 columns. Yeah.

Jordan Berry [00:20:04]:
They’re like literally just a number. That’s better than some of the stuff I’ve gotten. I’ve gotten napkin written down from memory, you know, in front of me. So.

Emily DeSouza [00:20:14]:
Yeah. Yeah. That’s better. So

Jordan Berry [00:20:16]:
at least it was digital.

Emily DeSouza [00:20:16]:
And apparently the laundromat had been, yeah, it was digital. Um, and apparently this laundromat had been for sale for 2 years. And I can’t tell you how many people have come through my doors now and saying that they had tried to buy this laundromat, but the owner was so difficult to deal with. that they just didn’t go forward. So I was extremely patient. He wanted to sell me his business plan as part of the deal, and I was very polite, but I can’t imagine buying a business plan from somebody that had run a business and laid it to the ground.

Jordan Berry [00:20:56]:
It’s not a strong selling point.

Emily DeSouza [00:20:58]:
That’s for sure. No, it wasn’t. Yeah.

Jordan Berry [00:21:01]:
Well, you know, one thing I tell my clients all the time is like, you know, you gotta find out why, if something’s been sitting on, like, you gotta find out why. And a lot of times it is because there’s a difficult seller to work with. So I’ve, we’ve encountered that a lot. And one thing I tell my clients, which sounds like you did in spades, right? Is like, sometimes if you can endure, you can get a good deal that other people just aren’t willing to endure, you know? Like, yeah, you just gotta put up with stuff, but, but also you gotta just know like, this is temporary. Yeah. Because once you push past it, unless you buy their business plan, I guess they’re outta the picture. Yeah. And you don’t have to deal with them anymore.

Emily DeSouza [00:21:42]:
You don’t have to deal with them. Exactly.

Jordan Berry [00:21:44]:
So, but, yeah. So, so if this thing was losing money, I mean, you know, people are gonna be like, well, why would you Why would you buy a laundromat? I mean, this is what people say all the time, like on online and on particular channels especially. Why buy a laundromat losing money? And what gave you confidence that you could make it make money?

Emily DeSouza [00:22:07]:
I knew that the demographics were very good. This is a vacation town. There are Airbnbs all over the place. There are young people. A lot of the like apartments have laundry, but they’re shared with, you know, 10 units or something. And they had 2, 2 machines. So I knew that the demographics made sense. And, you know, sometimes you just kind of have, you do just take a chance.

Emily DeSouza [00:22:36]:
You do all your research and you don’t know.

Jordan Berry [00:22:39]:
Yeah.

Emily DeSouza [00:22:39]:
I also knew, like, in choosing my pricing, that was a hard thing because I didn’t have any numbers to go on. I mean, I knew that most of the machines were broken, so the water bills were not correct. The electric bills and gas bills, not correct. I mean, you know, they weren’t, it wasn’t a fully functioning store, so it was a little hard, you know, to do the pricing there. And, you know, you just, I think it’s a leap of faith. A lot of people told me I was crazy. A lot of people, my kids included, told me I was crazy. They’ve since apologized, but— I mean, But I think at some point you just have to do your research and decide to take the leap.

Emily DeSouza [00:23:21]:
Know that it’s gonna work. Have confidence in your research, have confidence in yourself and do it. I do think that there’s a high percentage of people, there’s a lot of people that think about buying an automatic.

Jordan Berry [00:23:32]:
Yeah.

Emily DeSouza [00:23:32]:
And I think one of the things that people get stuck in is like analysis paralysis. Like you can analyze and analyze and analyze. And so you were asking about the numbers and why, you know, I thought it was gonna be successful. And, you know, you can do all your research, which I did, but at some point you just kind of have to take the chance if you’re going to. And, and that’s what I did. I just decided these numbers are good and I think this is gonna work. And, you know, this neighborhood can support it. And if it, it can, but, and it can even support a laundromat right across the street.

Emily DeSouza [00:24:08]:
So

Jordan Berry [00:24:08]:
yeah, which is crazy. Which is crazy for, for a lot of markets especially.

Emily DeSouza [00:24:13]:
Crazy.

Jordan Berry [00:24:13]:
Yeah. Yeah. So you, you made a, you made a pivot from software to laundromat. Like this is a big pivot, right? Software to laundromats. Did you stay in your software job or did you just take the plunge?

Emily DeSouza [00:24:27]:
Nope. I took the plunge. So

Jordan Berry [00:24:29]:
the plunge,

Emily DeSouza [00:24:30]:
I, my last day at my software job was Tuesday and we opened on Friday. And it was kind of scary.

Jordan Berry [00:24:38]:
Was it? That’s weird. A little bit. Yeah.

Emily DeSouza [00:24:40]:
Yeah. That’s weird.

Jordan Berry [00:24:41]:
But, uh, super scary.

Emily DeSouza [00:24:43]:
Super scary. So, um, I didn’t pay myself for quite a bit. I am now paying myself and I can pay all my bills, which is great.

Jordan Berry [00:24:51]:
Hey.

Emily DeSouza [00:24:52]:
Um, but I had a, I had a little buffer and that was nice. But yeah, I, I, I, and I don’t think Honestly, I could have been as successful as I am right now had I stayed at that job. I think I needed to just fully dive in and be where, because I’m, I’m beyond operated.

Jordan Berry [00:25:15]:
Yeah. Well, I mean, I talk to people pretty much every day who are in similar situations. They’re in software, they’re an engineer, they’re a lawyer, they’re, you know, you know, a high-paying income that, and they’re just looking.

Emily DeSouza [00:25:29]:
Yeah.

Jordan Berry [00:25:30]:
for something different, or they’re worried about AI taking over their jobs, or—

Emily DeSouza [00:25:35]:
Sure.

Jordan Berry [00:25:35]:
Or they’re just burnt out, or they want to own something themselves. They’re tired of building something for someone else. And, uh, but it’s really difficult. It’s that whole golden handcuffs thing, right? It’s really difficult to make the plunge. Was there, was there something for you that pushed you over the edge to say, okay, I’m going to take that plunge? Or is it, Just, you just was like, okay.

Emily DeSouza [00:26:01]:
So my role, yeah, sure. My role in, um, software was customer success, which is basically you are like an account manager, but you, you teach the customers the software. You, you’re their person for the lifetime of, of, you know, having it, they’re subscribing to the software. So you teach them new features, you, um, onboard them, you, You’re their person. You’re their, you’re their go-to. So what I loved about that job was the customers, one, which I mentioned before, and I loved that they trusted me. So sure, there were all these features that would be available in software, but I liked that I would, I could say to them, you know, I don’t think, I don’t think this is a good feature you should purchase. Mm-hmm.

Emily DeSouza [00:26:51]:
I think, you know, this doesn’t really match your use case. And they trusted me because of that. ‘Cause I’m not just like shoving things down their throat as far as, you know, selling, selling, selling. Mm-hmm. They knew that I would, I had their best interest in mind, that, you know, I would, I would, they could trust me. And that shifted. I felt like I was getting more and more pressure to And I just felt not so good about it anymore. It just was, it didn’t feel genuine.

Emily DeSouza [00:27:25]:
It, I didn’t feel like I could, they could trust me as much. I just felt, it felt disingenuous. And, and I just, that pressure got greater and greater. I also felt like I could work 24 hours in my job and never be caught up. And there was also really no way for somebody to do my job while I was gone. So, um, can you hear me?

Jordan Berry [00:27:52]:
Yeah.

Emily DeSouza [00:27:53]:
Yeah. Okay. My, sorry, my earbud’s changed a little bit. I apologize. Um, when I was gone from the job, like if I took PTO, nobody would do my work. So I would come back with this gigantic mountain and—

Jordan Berry [00:28:05]:
Backed up. Yeah.

Emily DeSouza [00:28:06]:
Yeah. And it just, there was so much stress, so it just didn’t feel I just started looking for other things and, you know, where’s the sun? I went. So it, it, it worked out. It did work out. And I’m so happy and it is so nice to be your own boss. And, um, I, I love it. I, I’ve loved every minute of it. So it’s, I’ve never worked harder in my life, more hours.

Emily DeSouza [00:28:31]:
I think it’s a fallacy that it’s something that can be passive. Maybe someday it’ll be passive for me, but I think when you’re starting a new Um, business. I don’t think that’s the case. Um, and just like you, I talk to people who are interested and wanna pick my brain and, you know, want to start a laundromat. And when I tell them that the time commitment, they’re very, very surprised. So, um, you know, and I think like you said before, you can do it the other way. You can not be involved, but I think you’ll end up with a different result. Yeah.

Jordan Berry [00:29:05]:
Yeah, definitely gonna be different. But here’s what I’m hearing, which I think is a very important point, is alignment, right? Like you were in a job that was in alignment with you, and then that alignment shifted and you were no longer in alignment with it. So you decided, right, I’m gonna go find something else that’s in alignment with me, with who I am, with how I wanna do business. And I think that that’s a really important tell, like a really important point, because if you’re not, if you’re in a place where you’re not in alignment, like I think of my dad who for decades was in a job he hated, but he felt like he had to be in it. And, you know, I mean, ultimately he died very young and I think in large part due to stress from being kind of out of alignment with what he’s doing. And sorry. Yeah, no, and I say that because I think that it’s so important. And, you know, when somebody’s trying to think like, should I buy my own business? Should I jump all in? Should I not?

Emily DeSouza [00:30:14]:
I mean,

Jordan Berry [00:30:15]:
I think that alignment question is so important because people might hear like passive income and they get excited about it. And,

Emily DeSouza [00:30:22]:
you

Jordan Berry [00:30:23]:
know, maybe they actually take the steps and do it and then find out, It’s actually not in alignment with who they are and how they want to spend their time and how they want

Emily DeSouza [00:30:32]:
to

Jordan Berry [00:30:33]:
make a living. Right. But I, that, that I think is a huge takeaway for me from what I’m hearing from this part of your story of like, you know, it was a job I loved. I, people trusted me. I felt like I didn’t have to sell ’em. And then I’ve, it shifted and I had to sell ’em and I had things that they didn’t need and I didn’t want to do that. So. I started looking for my, my own thing to do, right? Massive, massive point, I think, and, and a great reason to make a pivot in life, I think.

Emily DeSouza [00:31:02]:
Right. Yeah. And, and I couldn’t be happier. I mean, I, I, I work a lot of hours, but it doesn’t feel like it. It just feels every day I feel, I kind of liken it to a jigsaw puzzle. I’m putting together a jigsaw puzzle every single day and there’s a piece, you know, each piece fits in and when it fits in, I think, oh yeah, I got it. This is good. And you just keep going with that.

Jordan Berry [00:31:22]:
Yeah. Okay. So maybe trying to get us back in some sort of chronological order or something. I don’t know. When you opened the doors, I mean, did you do anything leading up like ad-wise or anything like that until opening

Emily DeSouza [00:31:40]:
the

Jordan Berry [00:31:40]:
doors?

Emily DeSouza [00:31:40]:
I had an Instagram, but it was, you know, I only had, you know, a handful of followers. There had been people Though it was really nice and very sweet. There were probably about 5 or 6 people that reached out through the Instagram account and said, I live behind the laundromat. I’m so excited. And, or there was a guy, um, he sent me a message and he said, I live in the neighborhood and I’m a small business owner and I, I wash windows, but I wanna wash your windows for free. I’m so excited for you to—

Jordan Berry [00:32:10]:
Oh, that’s awesome.

Emily DeSouza [00:32:10]:
Open. Yeah. And I mean, it’s just been, It’s been so fun because those kinds of things like over and over and over, and it really got me excited to open. So, and honestly, actually my very first test ride was so funny. She was going to the laundromat across the street and I opened at 6:00 AM and she came through the doors and she said, did you hear my tires squeal? Because I was so excited to see those doors open.

Jordan Berry [00:32:36]:
That’s awesome.

Emily DeSouza [00:32:37]:
And the funny thing is I just hired her for one shift a week. She wanted to work here and And I’m, I, I think it’s so special. Like she’s, she was my first customer. She gave me even, I don’t take, I mean, I do take cash, but I don’t have any quarters, but she actually gave me a dollar. She was like, you know, the first customer, first dollar kind of thing. So anyway, it was super special.

Jordan Berry [00:32:59]:
So. That’s awesome.

Emily DeSouza [00:33:02]:
Yeah.

Jordan Berry [00:33:02]:
Yeah. Such good, uh, such good community support, uh, there, which is huge. And, and, you know, something about like shutting down. Kind of builds that anticipation. Yeah. And especially if you’re turning around a zombie mat, people see new equipment getting rolled into the parking lot and,

Emily DeSouza [00:33:20]:
yeah,

Jordan Berry [00:33:20]:
you know, all that.

Emily DeSouza [00:33:21]:
And I kind of have, we didn’t talk about this before, but, um, I’ll throw this in here. There is a gentleman that lives in the neighborhood. He’s unhoused and his name is Billy and everybody knows Billy. And, um, who’s one of the people that hung out at my zombie mat. And when I, during the process of reopening, he came to me. I mean, I got to know Billy through this ’cause we hung out, you know, he was in the parking lot or hanging out in the house for 4 months while I was under construction. Yeah. And Billy came to me and he said, Emily, can I, is there a way to help you? Can I help you? I go on and on.

Emily DeSouza [00:33:56]:
And I said, I’m just like, oh, I do need the help. And Billy comes every day and I’m, he’s on, he’s on my payroll. And he comes from 6 to 7:00 AM and he helps me clean up the parking lot and do the trashes. And, um, I hired Billy. And one of the things that the previous owner had told me was, you know, you just need to call the police if that’s homeless. And I just didn’t think that was probably the solution. And Billy and I had a talk and I said, okay, so if you’re gonna be an employee, when you’re an employee, you don’t hang out after work. You’re done with your work and you gotta go.

Emily DeSouza [00:34:33]:
And he was like, I know, I know. Okay. And then I said to him, um, also I want you to tell everybody, but this is your territory. This is your spot. So tell everybody else they can’t hang out either.

Jordan Berry [00:34:46]:
Hmm.

Emily DeSouza [00:34:46]:
And he’s like, all right, all right. So we kind of made a deal and a pact and it’s been, I mean, I still see Billy every day and he, the very first day, all the other local business owners know Billy. He’s been here since 1969. So he’s a fixture. And one of the, there’s a nursery down the street and they know Billy well. And they said to him, hey Billy, on my first day open, did you work today? And he said, heck yeah, I did. And he was so proud. And it, it makes me proud too because I’m, it’s not a handout.

Emily DeSouza [00:35:21]:
He’s really helping me and he belongs, um, here. I got him a shirt. He has a little logo on the shirt. And, um, anyway, I think there’s, I don’t think that, that, that issue is, um, unique. I think, you know, laundromats are a place that some people may not hang out and it’s hard to combat that. I think I’ve taken a different route and welcomed him, um, you know, with some caveats, but, um, I have, it’s living community. You know, so it, it feels good for me. I know it feels good for him.

Emily DeSouza [00:35:59]:
I had Studs Digital here the other day filming, and before they got here, I said I’d really love it if Billy could have a cameo. And so I asked Billy, do you wanna be a part of this? And he’s got so excited and he actually went and put on a brand new shirt. And, um, while he was waiting outside, he couldn’t wait. He’s told so many people and he’s proud of it. And For me, I don’t know, there’s just so many pieces of this business that are more than what I ever, ever thought they would be. It’s just, it’s, yeah.

Jordan Berry [00:36:34]:
Yeah. I love that. I mean, it, you know, we talk about it a lot, like laundromats have this unique opportunity to make a difference in the community, right? Mm-hmm.

Emily DeSouza [00:36:43]:
And

Jordan Berry [00:36:43]:
there’s lots of different ways that laundromat owners do that, but whatever the way is, whether that’s You know, hiring people in the community or, uh, you know, just creating a good customer service, partnering with, you know, helping kids learn how to read or, uh, we happen to have a little

Emily DeSouza [00:37:01]:
library.

Jordan Berry [00:37:03]:
Yeah. Disaster cleanup. I mean, there’s lots of different things that you can do, uh, for the community with a laundromat, which is not true of every business. So it’s, I think it’s one of the things that makes this industry pretty special, honestly.

Emily DeSouza [00:37:15]:
Yeah, it feels really special.

Jordan Berry [00:37:17]:
Yeah.

Emily DeSouza [00:37:18]:
So, and, and speaking of employees, I did hire my very first employee. He had been at— he had this incredible resume. He had moved just recently to San Diego and told me that he was crashing on a friend’s couch. And his resume background was, he was a radio— he had a radio program for 10 years in Michigan. And Well, he just explained to me that radio’s changed, you know, decided to part ways and no, not a lot of jobs, you know, there anymore. And so was looking for a change and I hired him. And what I didn’t know when I hired him, and I’m really glad I didn’t know, was that he also was unhoused. And when I found out, I just, I was horrified because I asked him where he was sleeping and he said on the beach, in the sand, and every night.

Emily DeSouza [00:38:14]:
And I have the van that I had talked about that I had parked outside the laundromat. I’m not going on any adventures anytime soon. So, um, I offered it to him and everybody in my life said, don’t do this. You’re crossing lines. And I just had this pit in my stomach. I get that. He’s, he’s helped me so much with my business. I, he’s such a stellar employee and treats this business as his own.

Emily DeSouza [00:38:42]:
And, um, so I did, I offered him my van and he’s let— he’s, he, he has since just recently moved on, but I’m really grateful. One, that I didn’t know because I don’t think I would’ve hired him. And he really, really, um, help me, you know, get this place set up and create, you know, SOPs. And, you know, he ended up— I promoted him to manager and he trained other employees. And I mean, you just, you really never know, I guess. And I’m glad I didn’t because I don’t— I mean, I’m a little ashamed, but I don’t know that I would’ve made that decision.

Jordan Berry [00:39:24]:
Yeah. Well, I mean, I don’t think it’s anything to be ashamed of. I think it’s It’s prudent, but sometimes, yeah, sometimes not knowing, you know, thing, you get some unexpected benefits, right? Uh,

Emily DeSouza [00:39:35]:
right.

Jordan Berry [00:39:36]:
Giving people a shot and it is risky giving people a shot, whether you know you’re giving them a shot or not.

Emily DeSouza [00:39:41]:
Yeah. Right.

Jordan Berry [00:39:42]:
You know, it is risky because it can, you know, there’s for you, for every story like yours, there’s probably 5 where somebody got burned, you know, but

Emily DeSouza [00:39:51]:
and I ended up getting a little bit burned. He only gave me 2 days notice to move to Texas, but I still really need to work on my goals. No, he didn’t. So, but yeah, it’s okay. He didn’t.

Jordan Berry [00:40:06]:
Yeah. Well, and, you know, but at the same time, it’s like, I don’t know. I think my philosophy on it is, you know, obviously be wise and be prudent and, you know, you can’t do this forever. You can’t You can’t help everybody, but I’d rather, if I was going to default one way or another, I’d rather default on giving somebody a chance. Now there’s obviously—

Emily DeSouza [00:40:29]:
100%. Yeah.

Jordan Berry [00:40:30]:
Obvious situations where it’s not practical to do that, but if possible, I’d rather default that and then, you know, get burned and have to pivot, right? Like from that.

Emily DeSouza [00:40:42]:
Yeah. And know you did some good and, and, and yeah, I think, you know, like I said, I mean, carried me great value. Like, He was really integral for me to, I really counted on him and he was punctual, you know, dependable, just treated— a lot of my reviews mentioned him. And when I tell people, they ask about him, you know, since he’s been gone and, you know, they’re sad that he’s gone. They, he really made a connection with people here too. And I mean, that’s all I could ask for really. That, that’s my goal is, is he’s my vision is that, and he carried it out. So yeah.

Jordan Berry [00:41:16]:
Well, he better be punctual if all he has to do is roll out of the parking lot to the VS.

Emily DeSouza [00:41:22]:
It was actually in my driveway. He had to take the bus from there. I wouldn’t let him drive it. So, and he plugged into my house.

Jordan Berry [00:41:28]:
So,

Emily DeSouza [00:41:28]:
you know, again, taking some risks, but I, like you, like you said, I mean, I’d rather do it, you know?

Jordan Berry [00:41:34]:
Yeah. Yeah.

Emily DeSouza [00:41:35]:
Yeah.

Jordan Berry [00:41:36]:
Awesome. Okay. So you open, open the doors. I mean, Was it like bam, magic, you’re profitable right away? Did it take some time? Like, what did that look like?

Emily DeSouza [00:41:47]:
It took some time. It took some time. Um, there are days when I look around the laundromat and every single laundromat, I mean, I was thinking about laundromat, every single washer is spinning and every dryer is spinning and I can’t believe it. It’s like, wow, what happened? And, and my customers that have been here since the beginning, they’re like, our little laundromat is growing up.

Jordan Berry [00:42:07]:
Yes.

Emily DeSouza [00:42:07]:
Yes, it is. Our little laundromat is growing up. Yeah, it’s fun. So, But everybody’s just kind of cheering it on. Like, I, I had a customer call me yesterday asking if I offered dry cleaning, and I, I obviously I don’t do dry cleaning, but there is a dry cleaner across the street and I’ve become friends with him. And so I went over, I said, you know, you’re not the first person that’s asked me this. I’ll go over there. I’m, I’m gonna see what I can do, you know, strike a deal with him.

Emily DeSouza [00:42:35]:
And I left with cookies and all these snacks. And like, he’s just, I keep sending people his way is what, and he’s just so grateful. And it’s just, I don’t know, again, community, you know? Mm-hmm. And, and, and he’s, I said, you know, I’m not gonna offer this in store. I would never, you know, take away business from you, but I do have a pickup and delivery. So would that be something that you would want to, you know, cut me a deal on? And, and he was totally open to it. And so Anyway, but it’s, it’s making those connections in the community and, you know, not taking people out. And, you know, I do have a handful of laundromats around me and not just the one across the street.

Emily DeSouza [00:43:11]:
I don’t, there’s enough business for all of us. I don’t need to take them out, you know?

Jordan Berry [00:43:15]:
So, yeah. But yeah, even the one across the street.

Emily DeSouza [00:43:19]:
Yeah. Yeah. You want that? Yep. And I actually sent somebody over there this morning because, um, she really wanted to use quarters and I said, you know what, I’m so sorry, I don’t have them. Um, so, but you know, they do across the street. And, you know, that’s what it’s all about. I don’t want to, I’m not going to be cutthroat.

Jordan Berry [00:43:34]:
Yeah.

Emily DeSouza [00:43:35]:
Yeah. So it wasn’t instant, you know, it was a slow trickle, but it’s a strong build now and it’s going very, very well. So, and I hope to just keep growing.

Jordan Berry [00:43:47]:
Yeah. Well, and it hasn’t been that long yet, right? I mean, we’re—

Emily DeSouza [00:43:50]:
It’s only been 4 months.

Jordan Berry [00:43:52]:
So getting to September here, so Uh, you know, it’s still, it’s gonna, it’s gonna ramp for a little while, I think.

Emily DeSouza [00:43:59]:
Yeah, I think so too.

Jordan Berry [00:44:01]:
Yeah. Which is good. Which is good. Um, and you kind of mentioned, I, I just wanna take a quick pause here. We got a little more to talk about, but, uh, you mentioned how you chat with people all the time about, um, you know, about laundromats and getting in the business and running the business. Yeah. And how you’re doing it. Uh, I wanted to give you an opportunity.

Jordan Berry [00:44:18]:
I know you do a little bit of consulting. You wanna plug that real quick?

Emily DeSouza [00:44:21]:
Yeah, sure. I have a link on it for my website so you can read a little bit about my background and if you wanna hire me. But I do 45-minute phone calls with people who are interested in buying a laundromat. And what I try to do on those calls is, yeah, hear where they’re at, what they’ve been doing so far, you know, because a lot of people do a lot of research. There’s a lot of, you know, like you are so great. And yeah, there’s a lot of people out there, a lot of information out there. So a lot of people quite come to me. I’ve already done quite a bit of research.

Emily DeSouza [00:44:50]:
And then I try to get them unstuck. What I find is people get stuck.

Jordan Berry [00:44:54]:
Mm-hmm.

Emily DeSouza [00:44:55]:
And so I try to make a plan for them. Um, these are the next steps. These are what you should do in the next few weeks. This is what you should do in the next couple months. You know, this is, and just make a real concrete, um, you know, adult plan for them, um, to follow because I think that is what happens is people get overwhelmed and aren’t sure, you know, what their next steps should be. They’ve done all this research. How do you organize it? What do you do with it? You know, what is the next step? So, um, I found I started doing it because a lot of people coming into my laundromat, you know, 5 or 6 a week, and it’s hard to— I am fully invested in this business and doing, you know, the day-to-day care. So to take 5 or 6 hours a week to sit down with somebody, you know, while I’m working, you know, just to have them pick my brain.

Emily DeSouza [00:45:52]:
You know, I want to help everybody. I don’t, it’s not necessarily, it’s not about making money here. It’s like, I want them to do what I did because it’s fun. And especially to be in the condition that I was to where I am now. I mean, I’m getting so much joy from it. So I’d like to help somebody with that, but I needed a more organized fashion to do it. Mm-hmm. And then, so I have a link to my consulting On my website, Pacific Beach Law Reform dot com, and there’s like tabs for consulting and stuff.

Emily DeSouza [00:46:21]:
My background, what I can do for you, you can book from there. And and then you know, and it’s been really fun. So I hear people’s stories, what they’re doing, you know, what their current you know as a pilot and a lawyer they wanted to do it. And you know, I was like, we’ll see. I’ve never done that anything. before other, you know, but our kids are grown and, you know, kind of similar stories like women’s, you know, they’re, they’re looking for something else and it’s been really fun. I’ve enjoyed it. So yeah, call me or make a book.

Emily DeSouza [00:46:54]:
You can call the laundromat and you’ll get me. It’ll go to my phone or, uh, you can book on my website and, and I’ll help you kind of figure out where you’ve been, where you’re at, and then help you make a plan for that status.

Jordan Berry [00:47:06]:
So. Love it. Love it. And we’ll have links to that. So if you’re on YouTube, that’ll be down in the description and maybe a pinned comment. And then if not, go to the podcast page for this on the website. We’ll have links to everything there too. Speaking of business for everybody, I get criticized sometimes for like, hey, you do consulting.

Jordan Berry [00:47:27]:
Why do you have other consultants on here? But listen, man, all I care about is like, just like you said, like, I just wanna see people, you know, achieve whatever their goal is. If laundromats are the vehicle for it, I just wanna see ’em getting there. And, uh, you know, there’s tons of people out there looking to do that. So if, if they’re— find somebody you connect, like with your distributor, right? Like lots of good people out there. Find the one that you connect with the best. So, uh, so yeah. So make sure you go check Emily’s, uh, stuff out there.

Emily DeSouza [00:47:55]:
Thank you.

Jordan Berry [00:47:55]:
Um, okay, let’s go back to, um, when you, when you opened the doors, did you start with a pickup and delivery and a drop-off? Did you add those later?

Emily DeSouza [00:48:07]:
I did. Um, how I do it to do— so I was going to do it over again. I think I would add those a little bit later. And I think, I think of it as like walk and then run. And the walk is getting your, your self-service, um, you know, getting all those procedures, getting your staffing, getting the doors open, you know, that’s walk. Really, it’s not really walk, it’s run still, but—

Jordan Berry [00:48:33]:
It’s still run. It’s run and sprint.

Emily DeSouza [00:48:35]:
It’s run and sprint. Yeah, exactly. Really, like that’s run and then sprint. And then I was contacted. I started offering drop-offs like right away and it has grown. The other day I was so excited because I ran out of room. So that was very, it was a good thing. So that’s going really well.

Emily DeSouza [00:48:54]:
And then as far as pickup and delivery, I ended up getting a commercial contract, and I signed an NDA, so I can’t say who it is. But I have a kind of a— I have a Subaru. I didn’t buy a van, like a delivery van right out of the gates. I did go clean my Subaru for my first pickup and delivery and like made it all beautiful. And then I realized they didn’t even see it. So—

Jordan Berry [00:49:20]:
Right.

Emily DeSouza [00:49:21]:
You know, there’s so many— that’s in this gig economy, You know, there’s Amazon drivers and everybody, everybody expects you to have just a regular car. So,

Jordan Berry [00:49:29]:
yeah. Yeah.

Emily DeSouza [00:49:30]:
But I was, I had an opportunity to do a commercial account and I mentioned that I have another van and I had made a connection with my mechanic and I actually wrote his website because he sells vans. And as a gift to him, I made this website just ’cause as a nice thing, because He had actually, when I bought the van, um, the, the camper, I built it all out, but he was so helpful. He taught me how to do mechanical things on it. He, um, and as a woman, you know, going to a mechanic, that’s hard because you never know if you’re getting, you know, taken advantage of. And he was just so trustworthy and so kind with his time. So I built him this website. So I called him and I said, and we’ve kept up because obviously I’m still doing his website for him. And I said, can I rent a van from you for a month to do this commercial account? Because I can’t take my Subaru and it’s, I know it’s gonna be too much volume and I don’t wanna look like I don’t know what I’m doing.

Emily DeSouza [00:50:38]:
And so he said, Emily, you can, you can just borrow a van. So he loaned me a van for a month and I ended up buying a van from him. Mm-hmm. And I have the most beautiful branding on this van. But that led me into, you know, having the, my pickup and delivery is going well now. I feel like that’s a vehicle and really like, no pun intended, for advertising. Yeah. As I’m driving around, it has a QR code on it.

Emily DeSouza [00:51:08]:
People can scan it while they’re in traffic and that’s growing. So I won’t say that the drop-off is going really well. Pickup and delivery is a little slower and I think most operators say that. But, um, but it’s getting there, so.

Jordan Berry [00:51:22]:
Nice. Well, and it’s only been 4 months, so.

Emily DeSouza [00:51:25]:
It’s only been 4 months, so.

Jordan Berry [00:51:26]:
Yeah. And you’re learning the business, trying to grow the business, training employees, right? Replacing employees.

Emily DeSouza [00:51:32]:
Uh, yeah.

Jordan Berry [00:51:33]:
You know, all that.

Emily DeSouza [00:51:34]:
So, yeah.

Jordan Berry [00:51:35]:
Yeah. You’re, it’s early. It’s early days.

Emily DeSouza [00:51:37]:
It’s early. It’s early.

Jordan Berry [00:51:37]:
I was just, uh, yeah, I was just on a call right before we got on here and we were talking about the pickup and delivery and how it’s a little bit of like the, you know, slow, slow, slow, and then it kind of picks up speed and goes from there once you kind of get that momentum. So that, The hardest part is early on getting those first few clients under your belt and then being able to parlay that, like learn what you need to learn from them and then parlaying those into, you know, more clients through testimonials and being able to just say, hey, we work with this guy down the street. Unless you sign an NDA, you can’t say that.

Emily DeSouza [00:52:13]:
Yeah. Well, yeah.

Jordan Berry [00:52:15]:
Yeah. Awesome. Listen, I mean, at some point you gotta send me some pictures that we can share of your van and your branding and stuff. ‘Cause let’s talk about the branding a little bit here. I mean, I’m looking here, you’re in your back room, right?

Emily DeSouza [00:52:31]:
Yeah, I’m in my back. I’m actually, yeah, in my back room and it’s pink. And it’s funny because when I was doing the, my boyfriend actually asked me, he said, do you want me to give you, you know, I’ll be an investor. And I said, all I can think about, my very first thought was, I really wanna paint my laundromat pink. It’s been my favorite color since I was 5. And if somebody tells me no, I’ll be so sad. So, um, because of that, I turned him down. I said, that’s very nice, very grateful.

Emily DeSouza [00:52:58]:
But, um, yeah, so it’s all pink, um, varying shades. I have, uh, designed pink stickers for everything. So even like Laundercat, which is through Sense, They have really nice stickers to put on the washing machine so you can scan the QR code. And my rep for Scents called me the other day and he said, I thought of you. We have these great stickers. I wanna send them to you. And I felt really bad ’cause it was really kind of him to think of me. But I said, I showed him like a picture of my stickers and I have, it’s all pink.

Emily DeSouza [00:53:34]:
Like I’ve rebranded their Laundry Cat to mine. So. Yeah, everything, you know, my, um, the whole thing’s pink. It’s so pretty.

Jordan Berry [00:53:44]:
Yeah.

Emily DeSouza [00:53:44]:
I have a really big, gigantic, um, probably 4 feet across neon sign with my branding. Um, and that’s also on my van. It’s on my, uh, laundry, LaundrWorks cards. Um, I just, all across the way, it’s just complete. My branding is complete.

Jordan Berry [00:54:03]:
Yeah. Well, okay. So I wanna ask you, cuz Because until fairly recently, you would get the advice, and you still will from a lot of people in this industry, branding doesn’t matter. You know, don’t waste your money, don’t waste your time. You know, that’s why we see a lot of laundromats that look very similar. They’ve got the cheapest materials or there’s nothing really that stands out. Why, why go through the time, effort, expense, energy to brand? Was it just to, you know, just for that 5-year-old you who was like, paint everything, paint it, do whatever?

Emily DeSouza [00:54:43]:
Yeah. Yeah. Um, no, I just, I think I have an artistic background. I used to be a, a long time ago, I used to be a photographer. And so that side of me, that aesthetic, like is just seeing something all come together is really Um, I don’t know. I just, I, I didn’t actually ever consider it any other way. I wouldn’t have. It, it was, you know, people could have told me I’m crazy all over again, but I just really wanted, um, you know, the, the whole, I, I wanted it to be beautiful and it is.

Emily DeSouza [00:55:19]:
Yeah. Yeah. So, yeah. And so, yeah, I just didn’t think of it any other way. It was just always like, this is how I’m gonna do it. I have really big, I have 3 5-foot acrylic drone pictures that I took on the, on the, of, um, local, like areas, like there’s a pier here and I took those pictures. I was actually online uploading. I bought pictures, you know, like digital prints, you know, to upload.

Emily DeSouza [00:55:43]:
Mm-hmm. And I was having a lot of trouble with the formatting and the sizing and, and it just occurred to me, Emily, you do this, you know this, this is your wheelhouse. Like, what are you doing? You have a drone. Like you could go take pictures all day long or You know, this area and—

Jordan Berry [00:55:58]:
Oh, you actually went out and took ’em?

Emily DeSouza [00:56:01]:
Oh yeah. Yeah.

Jordan Berry [00:56:02]:
I love that.

Emily DeSouza [00:56:03]:
Yeah, I know.

Jordan Berry [00:56:03]:
I love that.

Emily DeSouza [00:56:04]:
So everything in this laundromat is, is me and I, I just wanted it to be a reflection of me. So yeah.

Jordan Berry [00:56:13]:
Which is, which is awesome. Uh, I’m curious, like, uh, what’s been the customer response to the new branding?

Emily DeSouza [00:56:21]:
Oh, I really love it. So, I mean, a lot of people find me on Google and they’re, you know, visitors, so they have not been in this laundromat before. Um, and so don’t know any different, although they do say this is, I think this is the nicest laundromat in California. I mean, or I had a couple come in from North Carolina and I, their first visit was in June and I just met them a few weeks ago and they had told me that they had been in, in June. I hadn’t met them, but that they planned their trip around my laundromat.

Jordan Berry [00:56:52]:
That’s a Yeah. Not too many non-laundromat owners will plan a vacation around a laundromat. Now, laundromat owners, yeah, yeah, yeah. We go visit laundromats on vacation.

Emily DeSouza [00:57:05]:
Because we love that. That’s right. Yeah, it was pretty crazy. So I was, you know, and that’s been, people are driving 30 minutes to come, you know, you know that the statistics that it’s, you know, a 4 or 3 mile radius. So, you know, 5 mile radius.

Jordan Berry [00:57:19]:
You’re talking maybe in San Diego, you’re talking like Half mile to a mile, maybe.

Emily DeSouza [00:57:24]:
Yeah. And people are telling me that they’re coming 30 minutes, 40 minutes to drive to my laundromat. And

Jordan Berry [00:57:30]:
sounds like they’re coming from across the country to me.

Emily DeSouza [00:57:33]:
And across the country.

Jordan Berry [00:57:34]:
Yeah. Listen, Williford Brothers out there in North Carolina better up their game. You know, you may have a lot of laundromats, but people are leaving your state to go across just to go to her laundromat.

Emily DeSouza [00:57:45]:
So my laundromat, yeah, they said that they, they come to California often and they said that they were stopping in LA, but then they were like, wait, but then we won’t go to the laundromat again. So they continued on to San Diego. So I was like, wait. And when I find out that somebody has driven, you know, whatever, 30 minutes, it, it’s a little bit, it makes you a little nervous. I said, and I always ask them, okay, does it meet your expectations?

Jordan Berry [00:58:07]:
Because

Emily DeSouza [00:58:07]:
it’s like you said, like that’s, those are high stakes.

Jordan Berry [00:58:10]:
Yeah. Yeah. But I mean, I think that’s the power of like standing out, right? And like being that differentiator, like making it you. Right. That’s really what we’re talking about. You know, we’re talking about branding is making it you. Um, you know, it’s, it’s curating how you want people to look at your business intentionally, right? That’s, that’s what we’re talking about. We’re talking about branding.

Jordan Berry [00:58:35]:
And so, you know, when you have a unique experience and a unique feel, we already talked about how, you know, customers remember how you make ’em feel. So if it makes ’em feel like, their 5-year-old girls again, uh, you know, they’re gonna remember that, right? Like, I think that’s probably why you love it so much. It makes you feel good and makes your— makes you feel like you’re making your 5-year-old self proud, right?

Emily DeSouza [00:58:59]:
Absolutely.

Jordan Berry [00:59:00]:
You know, and I think that that’s a big— I think it’s a big deal. And I think, you know, I’ve talked on here on multiple episodes how branding is underrated, uh, in our industry. We need to really up our branding. And especially since some new bigger brands like Tide Laundry and stuff are coming into our industry, it’s gonna be more important than ever to have strong branding in your laundromat.

Emily DeSouza [00:59:24]:
Strong branding. Yeah. And I think too, um, you know, I had an employee, I have an employee, she’s great. Um, but she kept wanting to, I ha— I do have a TV. Um, and actually Billy asked me, are you gonna have a TV? And I said no, because I didn’t want people coming in and hanging out and watching TV. But again, it’s very—

Jordan Berry [00:59:44]:
Silly hanging out and watching TV.

Emily DeSouza [00:59:46]:
Yeah, I know. I don’t really want— yeah. And honestly, like that, the cycle length that I’ve chosen, you know, I have a 22-minute cycle length. Um, you know, I, one of my selling points is you can get in and out of here in under an hour, you know, minus folding, but, um, or, you know, plus folding. But I also feel like, um, you know, saw this employee, she would have her own music when she came in and she would, you know, play it really loud and, you know, put movies on, on the TV. And I kind of held my tongue for a little bit and then I finally said, you know, I, I need to talk to you about something because every single piece of this laundromat is intentional. I have thought of every single piece and I—

Jordan Berry [01:00:32]:
Mm-hmm.

Emily DeSouza [01:00:32]:
don’t want people to have a different experience when they come in here the next time. I want it to be familiar and the same. And so I want you to play the 10-hour surfing loop on the TV. Like, I mean, that’s our community and, and it’s, you can watch it for a few minutes. It’s beautiful. It goes with all of my, you know, branding. It looks fantastic in the background, but it’s not something that you’re gonna be invested in, you know, sitting. Mm-hmm.

Emily DeSouza [01:00:59]:
I mean, I do actually like to watch it, but you know, like for 2 hours or whatever. And then the same thing with the music. Like, I don’t wanna ever offend anybody. I don’t want it to be too loud. I want, so, you know, when you go into a Target or you go into, you know, it, it’s the same and I want it to be the same every time they come in here. And it’s very intentional. So that is part of my branding as well. It’s all of it is intentional.

Emily DeSouza [01:01:24]:
I’ve thought of every detail. And, um, so she was okay with it once we had this little talk and, Um, I actually still, still let her play music, but she just can’t play it really loud.

Jordan Berry [01:01:34]:
So, yeah. Yeah.

Emily DeSouza [01:01:35]:
Yeah.

Jordan Berry [01:01:36]:
Well, and it’s, you know, and, and there’s nothing, nothing wrong with that either. Right. And then like, she’s not thinking of your business the same way you’re thinking of. She probably sees, oh, it’s pink. And, but, but most employees aren’t looking at the master plan. Right. So, so you, but, but all that to say is like, I think a lot of people would kind of avoid the difficult conversation, you know, but you’ve gotta take control of your business and present your business the way that you wanna present it. It’s your business.

Jordan Berry [01:02:09]:
And

Emily DeSouza [01:02:09]:
ultimately, it’s my business.

Jordan Berry [01:02:10]:
Everything comes down to you, right? If customers leave because they don’t like the music being played or it’s too loud, doesn’t affect the employee’s paycheck. It affects your business and you.

Emily DeSouza [01:02:21]:
Yeah, it does. And my reviews are, you know, which I have all good ones. So, yeah.

Jordan Berry [01:02:29]:
Yeah. Okay. Listen, this, I mean, this has been incredible. We probably keep going forever. Anything else you want to make sure we talk about before we wrap this thing up?

Emily DeSouza [01:02:41]:
Oh no, I’m just really grateful. Thank you for having me. This has been really fun and thanks for letting me share my story. It’s It’s been a really fun journey. And my advice to people that are thinking about doing this is bet on yourself. Do it.

Jordan Berry [01:02:59]:
Yeah. Well, and that’s a great moment to drop your link one more time. Tell people where they can find out, where they can have a phone call with you.

Emily DeSouza [01:03:09]:
Oh yeah. So you can find my consulting page on my laundromat website. It’s I’ll put a page off of there. And my laundromat website is www.pacificbeachlaundryco.com.

Jordan Berry [01:03:26]:
Nice. Yeah. And again, we’ll have all those links everywhere. This has been awesome. Thank you. Such a cool story that you have. That’s really, I mean, it’s in its infancy here, so I mean, we’re definitely gonna have to do this again. Yeah, absolutely.

Jordan Berry [01:03:40]:
I mean, you know, a year or so from now when you’ve, blown up and you’ve taken over all of San Diego and people are coming out of country to your laundromat. Yeah.

Emily DeSouza [01:03:50]:
Maybe that’ll be my next goal.

Jordan Berry [01:03:52]:
Across the United States is small time for you. I feel people coming from all over the world.

Emily DeSouza [01:03:58]:
Yeah, maybe. Yeah.

Jordan Berry [01:04:00]:
But I appreciate you sharing your story, being very open with the good, the bad, the ugly, and also sharing your success. I mean, that’s a You know, we want to hear people doing well. That’s the whole point of getting into this business, right? Is for you to do well and for you to feel good about what you’re doing, to be able to pay your bills and enjoy and make a difference in your community. It sounds like you’re doing all that and you’re barely scratching the surface here. You’re only a few months in here. I know.

Emily DeSouza [01:04:28]:
I’m just getting going. It’s so fun. Just getting started.

Jordan Berry [01:04:31]:
I know.

Emily DeSouza [01:04:31]:
Yeah. Just getting started.

Jordan Berry [01:04:33]:
But it’s so cool to hear You know, even though you’re early in your phase, like we talked about, there’s so many people who are in that getting started phase and who just need to hear a story like this where you’re just a step ahead of them and you’re not dead. You know, it didn’t kill you yet, at least.

Emily DeSouza [01:04:54]:
Not yet. I know.

Jordan Berry [01:04:55]:
Yeah. And it’s doable. You can do it, right? You just gotta take that step to do it. So.

Emily DeSouza [01:05:01]:
And there’s so many resources out there too, like you and, you know, and AI and just, you know, There’s so much, I mean, there’s trillions, you know, there’s so much information.

Jordan Berry [01:05:11]:
There’s more information now than there ever has been about this business. And in fact, we’re, I would say we’re at the point now where information should not be a barrier for you anymore to get into this. The information is there, and even if you don’t know everything upfront, you know, get your baseline of what you need to understand about the business. Take the leap because ultimately you’re gonna learn way more, way faster after you’ve taken the leap. I think you’ve probably heard that in Emily’s story. Oh yeah.

Emily DeSouza [01:05:41]:
Emily’s learning curve is like this and it’s still like that. So yeah.

Jordan Berry [01:05:44]:
You probably heard that loud and clear, uh, in this episode for sure. Um, but you know, if you’re dedicated to doing it, I mean, you’re gonna learn it and you’re gonna grow it and it’s gonna be a fun, a fun experience. There’s gonna be challenges. And there’s going to be difficult days, uh, as well. But, uh, I mean, you seem like you’re having a blast doing it.

Emily DeSouza [01:06:07]:
I am. I, I, every day I think it’s just, I can’t believe this is my life and I love it.

Jordan Berry [01:06:14]:
Yeah. So funny. I bet your 5-year-old you never thought you’d be saying that about owning a laundromat though.

Emily DeSouza [01:06:20]:
Yeah, I know.

Jordan Berry [01:06:22]:
But at least it’s changed.

Emily DeSouza [01:06:22]:
And honestly, like, yeah, uh, laundry is not my favorite chore, but I do love doing other people’s laundry.

Jordan Berry [01:06:29]:
So I do. I don’t even like doing other people’s laundry. Uh, but you know, that’s okay.

Emily DeSouza [01:06:34]:
That’s all right.

Jordan Berry [01:06:35]:
Yeah, that’s why we have stories too.

Emily DeSouza [01:06:38]:
Yeah, exactly.

Jordan Berry [01:06:40]:
Awesome. Well, thank you again so much for, uh, giving up, you know, some time to come and share your story and, uh, and, and also for giving up time to, to help people achieve their goals and reach, reach their dreams too. They can paint their laundromats whatever color they dreamed of when they were little, once they get them, you know.

Emily DeSouza [01:06:58]:
That’s right.

Jordan Berry [01:06:59]:
Yeah. And, uh, yeah. And let’s, and let’s definitely do this again, uh, in the near future because we got to get an update. It sounds like things are moving quick over there, so we’re going to have to get an update for sure.

Emily DeSouza [01:07:10]:
We’ll definitely, I’d love to do that. It’d be a pleasure. So it’d be fun to share.

Jordan Berry [01:07:14]:
Awesome. Appreciate it.

Emily DeSouza [01:07:16]:
Thank you so much, Jordan. Thank you for having me.

Jordan Berry [01:07:19]:
Anytime. Hope you love that episode with Emily. Incredible stuff. And I’m sure you’ll be seeing more of Emily Here on the podcast, but also around on LinkedIn or social media or wherever. Uh, she’s got a lot of good stuff to say. If you stuck around this long, 2 things are happening right now. Number one is I went and looked up that discount code. So even if you’re not on our email list, head over to the Vended Laundry Experience, sign up for the Anaheim one, and put in coupon code LR25.

Jordan Berry [01:07:46]:
That’s Laundromat Resource LR25 for 25% off. I think you also get some other little gifts for signing up. So make sure that you use that code. To get the discount and to get some little gifts and join us at the Vended Laundry Experience. Number 2, you know that I’m gonna berate you to go out there and take some action this week. So get out there, take some action, get it done. That action is what leads to our success, to us achieving our goals. So pick something from this episode, put it into action.

Jordan Berry [01:08:15]:
Probably at least one of those pieces of action is to sign up for the Vended Laundry Experience and hang out with me and a whole host of All-stars in the industry. And, uh, and then maybe pick something else for your own business. We’ll see you on the next one and at the Vented Laundry Experience. Peace.

Resumen en español

Resumen del Episodio 260 de Laundromat Resource

En este episodio, Jordan Berry entrevista a Emily DeSouza, quien recientemente compró y renovó una lavandería en San Diego. Emily DeSouza cuenta cómo adquirió un “zombie mat” (lavandería en muy mal estado, con máquinas rotas y mala reputación), lo cerró y lo transformó completamente con nuevos equipos, branding y enfoque en experiencia del cliente.

Entre los principales puntos del episodio:

Emily DeSouza destaca la importancia de brindar atención personalizada a los clientes desde el primer momento, ayudándolos a usar la app y tarjetas para las máquinas, especialmente a quienes estaban acostumbrados a usar monedas. Esto ha resultado en más de 180 reseñas de 5 estrellas en solo 4 meses desde la reapertura.
Remodeló y pintó de rosa la lavandería, creando un ambiente limpio, moderno y acogedor, y se enfocó en diferenciarse de la competencia, que incluye una lavandería justo al frente.
Compartió cómo involucró a la comunidad, contratando incluso a personas locales sin hogar en roles útiles para el negocio, generando buena voluntad y sentido de pertenencia.
Habló sobre los retos de la transición desde su antiguo trabajo en tecnología al mundo de las lavanderías, e hizo énfasis en la necesidad de investigar y también en atreverse a tomar el riesgo, confiando en el potencial del negocio y en la demografía de la zona.
Recalcó que el éxito no viene solo de tener buenas máquinas, sino del compromiso diario con el servicio al cliente y de mantener altos estándares en limpieza, atención y experiencia.
Ofrece consultorías a nuevos interesados en el negocio de lavanderías para ayudarlos a avanzar y no quedarse estancados en la investigación eterna.

El episodio concluye alentando a los oyentes a tomar acción y resaltando que, aunque el proceso es exigente, puede ser muy satisfactorio y rentable si se hace de forma intencionada y con pasión por la comunidad.

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