ecomaids Relaunches Franchising with New Pilot Program

ecomaids, the environmentally friendly cleaning franchise under the Happinest umbrella, is beginning a new era with the relaunch of its franchising model. With the addition of cutting-edge technology, enhanced training programs and a revamped operating plan, the franchise is setting franchisees up for serious success. 

The brand's decision to pause new franchise development and focus on refining its existing model was driven by the unique challenges posed by the post-COVID world.

“COVID changed a lot, not only our business model but also consumer behavior,” said Rachel Southard, CEO of ecomaids. “We were forced to take a step back, look at our model and identify gaps in our customer journey to close those gaps and ensure our franchisees' success.”

Here’s a closer look at the changes made by ecomaids and how franchisees are benefitting from them. 

New Software Implementation and Improved Optics Into Trends/KPIs/Reporting

Central to the relaunch is the implementation of new software, specifically a CRM partnership with Service Minder. “Service Minder has opened up a ton of capability,” said Southard. “It allows us to customize interactions, automate business practices and make data-driven decisions.” 

This software is crucial in helping franchisees manage their operations more effectively by providing seamless reporting and enabling informed decision-making. It also enhances the visibility of key performance indicators (KPIs) and trends, which are vital for coaching franchise owners. This data-driven approach ensures that franchisees can focus on areas that directly impact revenue and profitability. 

“Having the support team behind us to create the plays and then refining and redeploying them quickly is vital,” said Sabrina Crane, franchise business advisor for ecomaids. “These KPIs are the pulse of the business, helping us and the franchisees make informed decisions.”

Training on Efficiency in Home and Improved Margins

Efficiency in home cleaning is another focus of the relaunch. Melissa Homer, a cleaning consultant with over 25 years of industry experience, has revamped ecomaids' cleaning processes and products.

“We audited every single product and piece of equipment, ensuring they meet our green standards while being more efficient,” Homer said. “Our franchisees report cleaning kitchens 20 minutes faster and bathrooms 15 minutes faster, which adds up to significant time savings and improved margins.”

The franchise made sure that the training on these new efficient processes was comprehensive for franchisees and technicians. Homer has developed detailed training materials, including ecomaids University (EMU), an interactive learning management system with over six hours of content. 

“This system empowers our cleaning techs by explaining the ‘why’ behind every procedure, ensuring higher compliance and better performance,” Homer said.

Revamped Marketing Playbook and Media Plan

ecomaids has also revamped its marketing playbook and media plan to better support franchisees in winning their local markets. 

“If you win in your local market, your business will be successful,” Southard said. This strategy involves a combination of digital media and community engagement to establish a strong local presence. The new marketing playbook focuses on innovative techniques to generate leads and convert them into loyal customers. 

“Franchisees are now trained to become the ‘mayors’ of their communities,” Southard said, “ensuring that ecomaids is the first name that comes to mind for cleaning services.”

New Operating Plan and Sales Process

The new operating plan includes changes to the quoting and initial sales process, providing better optics into key levers for growth. This focus on efficiency in home clean times and reducing labor margins is designed to enhance overall profitability. 

“We have a system that is built for success in the current landscape,” Southard said. The operating plan also integrates real-time engagement with customers through Dojo, the improved call center for all of Happinest’s brands. This system includes instant texts, email quotes and in-home estimates that are sent directly to owners’ calendars, removing friction from the sales process and improving conversions.

Enhanced Support and Coaching

To guide and coach owners more effectively, ecomaids has brought in new subject matter experts like Homer and top talent franchise business advisors like Crane and Joy Allen. Allen highlighted the importance of the new KPI dashboard, saying, “Our business coaches can look at the dashboard, identify which KPIs are not meeting benchmarks and provide specific tactics to improve those KPIs.”

Crane and Allen work closely with franchisees, providing hands-on support and personalized coaching.

“I meet with my owners regularly, sometimes daily, to ensure they have what they need to succeed,” Allen said. This includes reviewing KPIs, discussing team performance and developing action plans to improve profitability.

More Focused Finance Training and Revamped Recruitment Strategies

Enhanced finance training is another component of the relaunch, providing franchisees with the knowledge and tools they need to manage their finances effectively. This includes detailed training on key financial metrics and how to use them to drive business growth. “Our new finance training helps franchisees understand their P&L statements and identify areas for improvement,” Allen said.

ecomaids has overhauled its recruitment strategies to attract and retain the best talent. Crane developed the People Playbook, a comprehensive guide that provides franchisees with step-by-step guidance on creating a positive workplace culture and developing a path for employee growth. “The People Playbook helps franchisees attract, retain and develop their staff, which is crucial for success in this industry,” Crane said.

Looking Ahead

With these changes, ecomaids is ready for major growth in the franchising world. “We're relaunching with a focus on innovation, sustainability and customer experience,” Southard said. 

ecomaids’ commitment to environmental stewardship, employee well-being and customer satisfaction positions it as a leader in the residential cleaning industry. As the brand reenters the franchising market, it aims to provide an exceptional experience for both franchisees and customers, proving that it is possible to be both efficient and eco-friendly.

“We're coming into the market with a brand that respects its employees and customers,” said Homer. “We're ready to compete with the top residential cleaning franchises.”

To find out more information on costs to buy this franchise, please visit https://1851franchise.com/ecomaids/info.