We’re thrilled to announce that Susan Toft, The Laundry Lady’s founder and CEO, recently featured on the Leading You podcast with Julie Hyde. This engaging conversation dives deep into the journey of The Laundry Lady, from its humble beginnings as a solo operation to its current status as an award-winning, tech-driven laundry service operating across Australia and New Zealand.
This blog post highlights some of the key takeaways from the podcast and gives you an inside look at the strategies that have fuelled The Laundry Lady’s incredible growth.
A Journey from One Woman to a Thriving Network
Susan Toft’s story is one of entrepreneurial spirit and a commitment to core values. It began with a desire for work-life balance after becoming a new mum. Initially, Susan managed all aspects of the business herself, picking up and delivering laundry in her local area. She learned valuable lessons about customer needs, pricing, and scheduling.
“It really did start with just me as the original Laundry Lady and I was going out and picking up in my local area which was a really great experience to be able to learn just what could work,” Susan explains.
This hands-on experience proved invaluable when Susan decided to scale The Laundry Lady. By focusing on attracting one new contractor at a time and securing customers for them, the business gradually expanded its reach across the country.
Values as the Foundation for Growth
A key element of The Laundry Lady’s success lies in its commitment to its values. The business started to provide Susan with the flexibility to be home with her young son. These values continue to guide every aspect of the business, from recruitment to customer service.
“The business began because I was a new mum and I was struggling with work life balance… and so those values have been really strong in our business right from the way we recruit a contractor through to how we service our customers,” Susan notes.
Susan regularly refers back to these core values when making important decisions. This helps ensure that the business remains aligned with its mission and purpose.
The Power of Technology and Innovation
Susan Toft and The Laundry Lady have always embraced innovation. The business uses technology to streamline operations and improve customer experience. The creation of TimeBoss, a custom-built platform, has been a game-changer. It simplifies everything from contractor onboarding to commission payouts and even integrates with tools for monitoring energy usage.
However, Susan emphasises that technological perfection isn’t necessary to begin. “I think a lot of businesses when they’re starting out are very focused on the technology and getting investment… whereas I did it the other way around. When I first started to scale, I actually just… went along to a developer, my designer and said, this is what I want… and my budget is $5 grand. And he basically laughed at me.”
Instead of giving up, Susan found an existing platform and adapted it to her needs. This allowed her to grow the business and validate her idea before investing in custom technology.
Empowering Women in Business
The Laundry Lady provides flexible work opportunities for women (and men) who want to work from home. This resonates strongly with individuals seeking a better work-life balance. Susan recognises the unique challenges faced by women in business and strives to create a supportive and empowering environment for her contractors.
“We made work from home cool before COVID, way before… it’s a great opportunity to be able to, you know, put your washing machine to use and start making money out of that,” Susan says.
By providing consistent and recurring customers, The Laundry Lady offers contractors a sustainable income, enabling them to earn anywhere from $300 to $3,000 per week.
Susan Toft’s Shark Tank Experience
Susan Toft’s courage and business acumen were showcased on Shark Tank Australia. This provided invaluable exposure for The Laundry Lady. Despite the nerve-wracking experience of pitching on national television, Susan secured a deal with one of the Sharks.
“I think when you, when you’re in business, you’ve kind of got to take all the opportunities you can to get your business out there,” Susan shares.
The Shark Tank appearance significantly boosted brand awareness and drove a surge in inquiries from potential contractors.
Overcoming Challenges and Seeking Mentorship
Susan Toft admits that building The Laundry Lady has not always been easy. She has faced numerous challenges along the way and has learned the importance of seeking mentorship and advice.
“I’ve definitely had different mentors along the way,” Susan explains. “In the last year we’ve been really pushing to try and get investment in the business… and I’ve absolutely had to have mentors to help me with that because that’s not something I knew anything about.”
She acknowledges that the sheer volume of advice can sometimes be overwhelming, but she stresses the importance of trusting your gut and making decisions that align with your values.
Self-Care and the Myth of Balance
Running a successful business and raising a family requires careful attention to self-care. Susan challenges the notion of perfect balance, arguing that it’s more realistic to strive for flexibility and to prioritise different areas of life at different times.
Susan Toft’s story, as shared on the Leading You podcast with Julie Hyde, is an inspiration to aspiring entrepreneurs, especially women in business. By staying true to her values, embracing technology, and empowering others, Susan has built The Laundry Lady into a thriving and impactful laundry service. We hope you enjoyed this insight into The Laundry Lady and the insights from Susan Toft.
Listen to the full podcast episode to learn more about Susan’s journey and the secrets to The Laundry Lady’s success!
