Nina’s Launderette
About the Company
Nina's Laundrette, a laundromat located in Northcote, Australia, was purchased by Jono Santamaria in 2021. The business was initially operated by an older gentleman and primarily accepted coins for payment, making it quite traditional and in need of modernization. As a digital marketer, Jono recognized the opportunity to leverage his skills to bring the laundromat up to date, creating a more efficient and customer-friendly operation. His focus on enhancing the business's digital footprint and modernizing its equipment played a crucial role in its rapid growth.
The laundromat's transformation involved not only technological upgrades but also rebranding and marketing efforts. Jono's expertise in digital marketing helped to establish a strong online presence, making Nina's Laundrette more accessible and attractive to potential customers. The addition of a commercial laundry service also contributed to the business's increased revenue, providing a new stream of income that complemented the traditional self-service model.
By investing in these areas, Nina's Laundrette quickly became a modern and efficient business, drawing in new customers and retaining existing ones through improved services and convenience. The business's success demonstrates the potential of integrating digital marketing and technology in traditional industries to drive growth and profitability.
Idea Behind Company
Jono's decision to purchase and transform a laundromat was driven by his long-term goal of achieving financial independence by the age of 40. He sought a business opportunity that aligned with his skills and allowed him to maintain his full-time job. This led him to identify laundromats as a viable option, particularly given the potential for modernization and digital marketing improvements in this sector. During a COVID-19 lockdown, Jono was inspired by a TikTok video about private equity and laundromat ownership, prompting him to explore this business opportunity further.
Jono's criteria for selecting a business included the ability to add immediate value through his existing skillset and network. He was drawn to laundromats because of their steady demand and the possibility of implementing digital solutions to enhance operations. Despite having no prior experience in the laundromat industry, Jono relied on his network to navigate the purchase process and learn about the equipment and operations involved.
Ultimately, Jono was convinced that his digital marketing expertise could significantly improve the laundromat's performance, making it a worthwhile investment. His goal was to create a business that could thrive in a post-COVID world by leveraging technology and marketing strategies to attract and retain customers.
Creating the Company
Upon acquiring the laundromat, Jono focused on making strategic improvements to increase customer spending per visit. He introduced a vending machine to sell laundry detergent, drinks, and snacks, which added 10%-20% to customer spending. Implementing cashless payments was another significant enhancement, simplifying transactions and allowing for multiple pricing options, such as express and premium washes.
Jono also concentrated on creating a modern brand for Nina's Laundrette, developing a website and investing in new signage to attract more customers. He upgraded the store's machines, installed solar power, and utilized digital marketing tools like Google Ads and SEO to boost the laundromat's online visibility. These improvements were largely funded by the business's cash flow, ensuring sustainable growth without overextending financially.
By focusing on these upgrades, Jono successfully positioned Nina's Laundrette as a modern and customer-friendly business. His approach to enhancing the laundromat's services and brand helped to increase customer loyalty and attract new patrons, driving the company's growth and profitability.
Launching the Business
Jono purchased an existing laundromat, so there was no formal launch event. The business already had a loyal customer base, but its visibility was limited to passersby. After putting down a deposit, Jono worked with a lawyer to facilitate the purchase, which involved a three-month settlement period. During this time, he met with the previous owner to learn about the day-to-day operations and received a list of local suppliers and contractors for maintenance and repairs.
To increase the laundromat's reach, Jono created a website and focused on building a strong web presence. Investing in local SEO was a key strategy, helping Nina's Laundrette become the top-ranked laundromat in the area within seven months. This involved creating a blog with helpful laundry tips, collaborating with suppliers and local businesses to build backlinks, and ensuring the Google Business Profile was complete and accurate.
Jono also chose to clean the laundromat himself, allowing him to engage with customers and build the business's reputation. This hands-on approach helped Nina's Laundrette earn over 70 five-star Google reviews in 12 months, setting it apart from competitors and attracting new customers.
Earnings
Today, Nina's Laundrette generates approximately $9.3K in monthly revenue, with further growth anticipated as Jono continues to implement improvements. The business's success can be attributed to strategic upgrades, effective marketing, and a focus on customer satisfaction. Jono plans to upgrade the remaining top loaders to larger capacity machines and explore additional revenue opportunities, such as sub-leasing a space at the back of the store or partnering with creators for photoshoots.
In the long term, Jono aims to open a second location near the existing laundromat to capitalize on the brand's recognition and strong local SEO. He believes that leveraging networks and continuously improving operations will be key to sustaining growth and profitability. Jono's journey demonstrates the value of aligning business opportunities with personal goals and using one's skills to drive success.
Throughout this process, Jono has learned the importance of leveraging networks and seeking support from those with experience. He emphasizes the need to be open to feedback and use it to refine business strategies. Jono also advises entrepreneurs to ensure their full-time job aligns with their side hustle, as having an employer that supports entrepreneurial endeavors can be a significant advantage.
