Jono TRIPLED His Revenue in 1 Year & Tells You How He Did It!

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Jonothan Santamaria bought what he calls a hobby laundromat for some side income. He quickly grew that laundromat to triple the revenue from when he took over. Through a combination of adding payment options, digital marketing, and saying, “No” to potential customers, Jono dramatically improved his little hobby.

In today’s episode, Jono and Jordan discuss:

  • Jono’s path to owning a laundromat
  • Making quick decisions and taking action
  • Laundromat due diligence
  • How he tripled his revenue in 1 year
  • Digital marketing tips
  • Having a narrow focus in his laundry pick-up & delivery service
  • The concept of incremental gains & how they lead to massive growth
  • Networking
  • Other helpful podcasts

And a whole lot more!

Join Us For An Upcoming Event!

By Laundromat Owners.
For Laundromat Owners.

Today's Sponsors

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Episode Transcript

00;00;00;01 – 00;00;28;23
Jordan Berry
Hey. Hey, what’s up, guys? It’s Jordan with a lot of bad resource. Podcast is a show 104 and we’ve got a doozy for you because we’re going down under today, down to Australia. We’re going to talk with Johnathan Santamaria about how he tripled his laundromat business. And it’s an awesome, awesome interview. Tons of practical tips. And man, you know, no matter where you’re at in the world, Johno has got some great things to share.

00;00;28;23 – 00;00;50;07
Jordan Berry
So we’re going to get into his story and how he tripled his business here in a second. But real quick, I got a Fastlane tip for you. Fastlane tips are ways that a lot of my resource can help you Fastlane happy help you fast. Oh no knows it fast track dang it I forget again. I think it’s fascinating how I can put you in the fast lane towards success.

00;00;50;07 – 00;01;21;27
Jordan Berry
I mean, I really got to nail that down at one point in today’s fast lane tip is diligent capital investments the only laundromat fun that I know of out there that I am a part of, along with Ross Dodds and Michael Ambrose, we are doing a we have an open fund right now. And so if you are an accredited investor and are interested in getting into the laundromat business, participating in the income side of things, but you want it to be passive.

00;01;22;14 – 00;01;45;05
Jordan Berry
If you want to peek over our shoulders as we do it, as we run these laundromats, if you just want to be a part of this fund, check out diligent capital investments dot com. And if you want more information just shoot me an email Jordan at laundromat resource dot com. That website and my email address will be the first links down below.

00;01;45;24 – 00;02;03;13
Jordan Berry
If you’re on YouTube in the description or if you’re listening to the podcast, you can check out the show notes that a lot of my resource dot com slash show 104 show me an email put diligent capital investments in the subject line and I will shoot over the PM and the subscription agreement if you want to take a look at that.

00;02;03;13 – 00;02;29;27
Jordan Berry
So credit investors come jump on this thing and be a part of it. We are looking to do some very cool, very cool things in the laundromat industry. So come be a part of that. Okay. I also have a real quick bonus, Fastlane tip for you and this is for anybody out there who either has a pick up a delivery business, who maybe you’re struggling to just get it off the ground or maybe it’s just not progressing fast enough.

00;02;30;07 – 00;02;53;26
Jordan Berry
Or if you’re looking to ramp up a pickup and delivery business now, there’s a lot of great information on the podcast about about pickup and delivery, how to start. I’ve done webinars on how to start, but there’s a very cool opportunity, I think. And, you know, yes, I’m a little biased because he’s my buddy, but he also does a bang up job with pickup and delivery.

00;02;53;26 – 00;03;18;12
Jordan Berry
And Dave Laundromat Millionaire Men’s is doing, I guess like a boot camp where he’s inviting you to come down to his his boot camp. He’s going to run, you know, some some educational content, but also you’re going to go check out his operations, see his employees, see how things work, put your hands on things, have the experience of it, get to interact with him and ask him one on one questions.

00;03;18;12 – 00;03;48;11
Jordan Berry
Very, very cool opportunity. And he’s only got a couple spots left. So I’m going to put a link again down below on YouTube or you know, a lot of my resource outcomes are show 104 where you can get that link and be a part of his boot camp that he’s got four pick em delivery now I’ve you know some people are going to have different opinions on this here’s my opinion and this is just my unbiased opinion and I will say this about I’ve said this about the Williford who’ve done a boot camp for self-serve laundry.

00;03;48;11 – 00;04;12;16
Jordan Berry
I mean, anybody who is killing it in the way that you want to kill it, this is a no brainer. If you’re looking to ramp up the pickup and delivery business or, you know, put some rocket fuel on your current pickup and delivery business, go learn from the best people who are doing it. And that is, man, that’s a great way, not just to shortcut your path to success.

00;04;13;01 – 00;04;37;18
Jordan Berry
Fastlane You know, fast track, I don’t know, but also, you know, that is a way to go further than you can go on your own. So go check that out. If you’re interested, pick them a delivery. If you’re interested in passive laundromat investment, go check out diligence capital investments dot com or shoot me an email Jordan that a lot of my resource dot com and we will get you all squared away okay that’s a lot of stuff but I really want to jump into it.

00;04;37;19 – 00;04;45;01
Jordan Berry
Jonno, it’s an awesome interview. You’re going to love it. Get a ton of great information out of it, get some note taking devices ready and let’s jump into it with Johno.

00;04;45;01 – 00;04;47;16
Jono Santamaria
Thanks for having me and congratulation on 100 shows.

00;04;47;16 – 00;05;04;10
Jordan Berry
JONES Thank you. Thank you. Yeah, we’re doing this interview right after show. 100 came out. So big milestone, a lot of fun just to think about doing 100 episodes. But I can tell already this one’s going to be the best one out of all of them. So I’m looking forward to that.

00;05;05;08 – 00;05;06;08
Jono Santamaria
Summit because I.

00;05;06;14 – 00;05;33;22
Jordan Berry
Know pressure. No pressure. Hey, man. So, you know, we connected and you actually shot me a message on LinkedIn. I was like, Hey, here’s a little bit of my story. And I was like, Oh, this is awesome. He’s like, You want me to come share it? I was like, Come share it. This is going to be great. But before we get into your story, why don’t you tell us a little bit about who you are and maybe where you are and and then and then I want to kind of figure out how your path led you to laundromats.

00;05;34;22 – 00;05;58;11
Jono Santamaria
Awesome. Well, I’m John, I, I’m from Melbourne, Australia and a laundromat co-ordinators launderette in Northcote, a digital market as well. My laundry is a hobby. I like to call it a hobby. Yeah, I work in digital marketing full time. Got a lot of travel in my twenties and yeah, I got a really weird past. Now I’ve got I need a little bit.

00;05;59;06 – 00;06;00;12
Jono Santamaria
Yeah. Really excited to share.

00;06;01;14 – 00;06;05;13
Jordan Berry
Yeah. So I mean, I mean where do some of the places you traveled to.

00;06;06;17 – 00;06;21;15
Jono Santamaria
I lived in Barcelona for a year or two. I’ve studied and lived in Mexico. I’ve done 30 odd states in America and some places closer to home in New Zealand, Malaysia, Bali.

00;06;22;17 – 00;06;44;14
Jordan Berry
So exotic. Yeah. No big deal. Bali, Malaysia, Zealand, Land of Lord of the Rings. You’re in Australia. Is it true that everything’s trying to kill you in Australia? Because that’s kind of an ongoing quote unquote joke. But I’m not sure if we’re really joking now because it really does seem like everything in Australia is trying to kill you like plants, animals, everything’s on.

00;06;44;14 – 00;06;46;15
Jono Santamaria
Probably just foreigners are. No.

00;06;47;12 – 00;06;48;14
Jordan Berry
As Americans mostly.

00;06;49;12 – 00;06;54;11
Jono Santamaria
Yeah. The weather and the flora and fauna don’t really want us being here, but everyone else.

00;06;54;15 – 00;07;15;25
Jordan Berry
Yeah, that’s really funny. It’s really funny. Okay, cool. So you did a lot of traveling and stuff, so I’m curious. I mean, the digital marketing thing that seems to go pretty well with, you know, a, you know, a digital nomad type lifestyle maybe, or even just, you know, you can, you can pick up that skill going along there along on your journeys and stuff.

00;07;15;25 – 00;07;23;10
Jordan Berry
But how did you go from traveling live in all these different places to owning a laundromat? What was that path there?

00;07;25;08 – 00;07;53;14
Jono Santamaria
So most people know that Melbourne spent a lot of time in lockdown over the pandemic, so longer than most cities. So we actually had to go on a prolonged sets of lockdown and after the first one, it’s kind of the in-between part. I remember getting home from work and waking up the next morning, super hung over, scrolling through TikTok and there was this guy who interviews people and goes like, What do you do for a living?

00;07;53;14 – 00;08;28;20
Jono Santamaria
And you’re like, They’ve got really nice cars. And this one guy said, I work in private equity, in my private equity. So I started doing it with this whole and realize it like people, so businesses as well as houses. And at that point it just seemed like really clear that there are a lot of business owners who probably are in really good, stable businesses, but of course foundations but just didn’t have the digital skills to be able to transition to what a business owner in Melbourne would need to have to survive for the next 12 months.

00;08;29;18 – 00;08;42;21
Jono Santamaria
So I started looking at businesses to, to buy and see if there were any good deals out there and that our founder would about it knocked it and three weeks later I’d signed a contract to buy it.

00;08;44;00 – 00;08;47;06
Jordan Berry
Oh man, that was like that was like fast, fast, fast.

00;08;47;27 – 00;08;51;01
Jono Santamaria
Yeah, I know that now. I didn’t think it was that.

00;08;51;01 – 00;09;03;08
Jordan Berry
Yeah, that’s hilarious. I mean, did you have any like investing experience beforehand or business ownership experience or anything like that beforehand?

00;09;03;08 – 00;09;25;11
Jono Santamaria
Well, one of my goals when I was in my mid twenties, I kind of realized that I needed to start investing. And then I started with shares, which was probably the most accessible. I’m fortunate enough to have some family who can support me as well. So me and my mum invested in real estate. Nothing. Flash is like a little flat.

00;09;26;27 – 00;09;48;10
Jono Santamaria
And so the goal was to work towards by the time I was 40, I want to be able to choose how much of my time I give to other people’s money. So I’m not like a fire person. Like I don’t want to, you know, retire early and be this like person and then be thirties. It doesn’t work like the sort of attractive to me, but I do.

00;09;48;10 – 00;10;13;27
Jono Santamaria
I value time and time with other people. So yeah, I wanted to work towards building an investment portfolio. That meant that when I’m 40, I think worth straight A’s to someone else and then have two days when I’m working on my own projects or go on prolonged holidays and not have to worry about income. Yeah. So it the seemed like one of us really fit the bill in terms of that kind of business.

00;10;15;00 – 00;10;26;15
Jordan Berry
Yeah. Yeah. So, okay, so you bought, you know, I mean, you’re using a lot of words over there that just don’t make any sense. And it’s kind of embarrassing because I’m assuming a flat is like a house.

00;10;26;15 – 00;10;28;28
Jono Santamaria
Is that like an apartment? Like an.

00;10;28;28 – 00;10;30;29
Jordan Berry
Apartment? Like is it is it like.

00;10;31;05 – 00;10;33;13
Jono Santamaria
You know, like one of those like complexes, what do you.

00;10;33;13 – 00;10;47;03
Jordan Berry
Call it? A flat as a flat. If let’s let’s deal with that first floor. There is and I, I just get it. Yeah. And then you said shares. I’m assuming that is that like stocks that.

00;10;47;04 – 00;10;47;16
Jono Santamaria
Yeah.

00;10;47;21 – 00;10;50;26
Jordan Berry
Yeah. Okay, I, why don’t you just call them stocks and that’s what they’re called.

00;10;51;02 – 00;10;57;23
Jono Santamaria
So it says.

00;10;57;23 – 00;11;14;16
Jordan Berry
I probably want to give you a hard time the whole time because you guys are wrong about everything over there and we’re always right about everything. But I had to give you a little bit of hard time, so. No. Okay. So you bought some real estate. You bought like a like an apartment condo type thing with your mom, which is pretty cool.

00;11;15;06 – 00;11;33;29
Jordan Berry
So what led you to I mean, okay, I’m trying to connect the dots here. You’re watching tick tock, hung over and you see a guy driving a fancy car and he says, I’m in private equity. So you bought a laundromat and you had a couple of things in between there. But like, connect those dots for me and and tell me.

00;11;33;29 – 00;11;52;28
Jono Santamaria
The private equity thing was just like I got introduced to what private equity is and flipping businesses and I suppose just the environment. At the time there was a lot of struggling businesses. So I mean, it could have been anything, you know, it could have been a car wash, it could have been a bus, you know, something else.

00;11;52;28 – 00;12;30;08
Jono Santamaria
But the laundromat was super appealing because of the like recession proof. Yeah, it was a mandated business that could be opened. And I said, I really value my time. So I needed something that could operate without me being there and was going to be relatively consistent. So yeah, I think after I bought the laundromat I looked at other kind of, you know, non attended businesses and I kind of built this hierarchy of like we’ll start with the laundromat and then once I’ve made enough money from that, maybe I can buy a car wash, automated car wash.

00;12;30;08 – 00;12;41;21
Jono Santamaria
And then was that one makes enough money. Eventually I can buy a car park and retire. Is that anyone who owns car parks can? That’s going to be the the ultimate unattended go doesn’t it.

00;12;42;00 – 00;12;59;29
Jordan Berry
That’s right. I mean, just just a place for people to leave their cars and you don’t have to do anything, especially get those. Well, they used to have the like a kiosk where you’d like go pay or something. But now last time I well, actually, I was at the Clean Air Show in Atlanta, the laundromat trade show there.

00;12;59;29 – 00;13;08;14
Jordan Berry
And I paid using an app, so I never even had to have a kiosk or anything. So I yeah. That’s the life man in Australia.

00;13;08;15 – 00;13;23;04
Jono Santamaria
The most, the ones are ways now they scan your the scanning numberplate so you don’t even have to get a ticket anymore, you just drive in and then as you’re driving out of stage number plate and tells you to tap your car and then the thing opens.

00;13;23;23 – 00;13;51;25
Jordan Berry
That’s it. Yeah. That’s the life. Yeah. All right, I’m down with that plan. The only thing maybe easier to run than a laundromat would be a parking lot or a car park if you’re upside down over there. So, yeah, no, I love that. So, I mean, was there something in particular that prompted Laundromat or were you just you were specifically looking for something that, you know, relatively passive, stable business and and it just came up.

00;13;52;23 – 00;14;20;05
Jono Santamaria
But I can’t exactly remember why I chose laundromats, but I remember like this is all happened in like the space of 3 hours. So what’s to take to started trying to figure out which business I thought would be a good idea. Laundromat seemed to be that business. And then when I googled like laundromat for sale, a laundromat in North End, which is like 10 minutes from where I live, came up for sale.

00;14;20;16 – 00;15;02;04
Jono Santamaria
So like within 3 hours of kind of like thought this would be a good idea down to business, which I thought might be a good idea. So first you stole some and then found one, which potentially could be a really good business for me because it was. But then from from finding that one and actually going through the process of due diligence and, you know, meeting with the business broker and going through that process, that was probably like three weeks of the initial choosing a laundromat, probably more by circumstance than by by design.

00;15;02;17 – 00;15;06;12
Jono Santamaria
And just sort of happened in my 3 hours.

00;15;06;12 – 00;15;23;06
Jordan Berry
I just did. Or I love your style, man. Like, I go over looking at Tiktoks and you’re like, Huh, I’ll just buy a laundromat. And then three weeks later you buy a laundromat like that. I love that. I mean, but not in series is like I talked as I’ve said this before, but I talked to so many people.

00;15;23;27 – 00;15;45;07
Jordan Berry
I do so many consulting calls. And, you know, maybe some of you listen to this. This you’re in this camp right here where, you know, you’re you’ve been thinking about buying a laundromat, maybe even researching buying a laundromat for months, years, literally, even decades. I’ve had people who’ve been saying, I’ve been thinking about buying a laundromat for decades.

00;15;45;07 – 00;16;01;26
Jordan Berry
And, you know, there’s this two extremes over here where you’re looking for decades and haven’t bought one and you’re looking for 3 hours and you buy one within three weeks. So probably somewhere in the middle is a good one, but probably closer to your end of taking that action, right? I love that.

00;16;02;24 – 00;16;27;14
Jono Santamaria
Yeah, totally. And like tend to be like really clear in those three weeks. There is like a whole bunch of diligence that happens. So probably not as much as it should be knowing what I know now, but yeah, like I sat in the store like three times and just counted because it was a coin laundromat. When I bought it, I counted like in different days of the week at different times of the day, how much money went through the store.

00;16;27;14 – 00;17;01;28
Jono Santamaria
So you get an idea of like, what’s this bloke making? And then I sat down with a friend of mine who works in finance and we kind of mapped out looking at these utilities. And what we saw is income was like, what do we think is actually making what do we think? Like the potential could be if we, if we made changes and that sort of stuff and like so it was like a whirlwind process, but like I was sort of working and like after work I got to this guy’s house and we’d be looking at spreadsheets and and that sort of stuff.

00;17;02;24 – 00;17;13;10
Jono Santamaria
So I wasn’t like, I just kind of like owned a laundromat and went and found a business broker and then said, Yeah, cause some money. So there was some diligence that when you do it.

00;17;14;07 – 00;17;36;05
Jordan Berry
Well, okay. So I mean, you know, first of all, I just got to say, you’re making this very difficult for me to put together a title for this episode because there’s too many, like, good catch. Like, you know, here’s the guy who bought a laundromat in 3 hours. Like, here’s, you know, we’re going to talk about what happened with that laundromat over the over the last year that you’ve owned it.

00;17;36;05 – 00;17;53;07
Jordan Berry
And I mean, that in itself is going to be a catchy title. So, I mean, you make it a difficult but exciting. I love it. Okay. So, I mean, can we talk about like what what did you what did you do during that three weeks for the due diligence? I mean, you were looking at spreadsheets and you you sat in a few times and counted money.

00;17;53;07 – 00;18;00;03
Jordan Berry
I mean, was there anything else that went into it or what were you looking for in the spreadsheets? Can you tell me how you felt confident about buying this one?

00;18;01;10 – 00;18;22;20
Jono Santamaria
Yeah. So I suppose the the first part of the may make to it was kind of I know and my internal skills and what I brought. So I’m a digital market on that. They didn’t actually have to Google my business listing, which was the first thing. So the only people who are using this laundromat are people who literally saw it or knew it was there.

00;18;22;23 – 00;18;43;27
Jono Santamaria
So anyone who was sort of wider than a one kilometer radius wasn’t going to be able to find it. I knew that just adding that was going to, you know, increase revenues by 20% at least, you know, but if people don’t Google it, you know, no Web presence. There was no paid marketing going into it. It besides that, the machines were relatively new.

00;18;43;29 – 00;19;16;14
Jono Santamaria
Like they’re all dicks to washers and dryers, except for a couple of like 40 year old top loaders. They’re like the machines are relatively new. The store was pretty clean, like it was, and the people were using it like it had. It had goodwill. So there was any kind of app from there. The one of the biggest mistakes I made, though, is when I like when we got all excited about, you know, we’ve done the numbers and we can this is where we think we can get it to.

00;19;16;14 – 00;19;41;04
Jono Santamaria
And we’d with relative ease. I just signed the sales contract. I didn’t like engage with a lawyer or anything like that. And I tried to engage with the lawyer at the site. Like, What do you mean you’ve signed the sales contract. How to bring in that this to their created like got a really really good legal team it was looking after me for for this process and doesn’t.

00;19;41;04 – 00;19;42;20
Jordan Berry
Do any good if you don’t use them.

00;19;44;11 – 00;20;08;22
Jono Santamaria
That. Yeah so like they helped me and my accountant as well helped me just sort of ask some questions of the vendor after the fact and asked if we could make some changes to the, to the contract that would sort of benefit me and not leave any sort of benefit tied to any benefit to the vendor. And that were really important.

00;20;08;22 – 00;20;38;14
Jono Santamaria
So I suppose like one tip I would definitely give people is make sure you’ve got a conveyancer or a lawyer engaged before you start well before you sign anything really, because that could have been like it could have left money on the table basically without that. So I was just looking at spreadsheets. Well, like I think you have ideas of how we can improve the business without actually knowing what was going on.

00;20;39;07 – 00;20;49;09
Jono Santamaria
And the other thing was just checking the real estate ownership as well. So one of the risks was that we had a really short lease within those three weeks. So four years, less.

00;20;49;17 – 00;20;53;01
Jordan Berry
Like four weeks. Holy can.

00;20;53;01 – 00;21;17;18
Jono Santamaria
And the the broker was saying things like, oh, you know, no. Like once the, there’s only one term left, the landlord order give you another term, but you can’t like sign or commit to buying a business on the goodwill of other people. So, so we put a conditional sale in the contract that if we bought it, we automatically got an extra term.

00;21;18;05 – 00;21;37;13
Jono Santamaria
So even though the business was selling on buying a formulation, the equipment in the store we actually bought was a seven year lease with all the equipment in the store. So that was one another thing that we kind of added in the diligence that probably other people wouldn’t have looked at. Yeah.

00;21;37;27 – 00;22;06;18
Jordan Berry
Yeah. I mean, that’s a huge one right there too. Right. Because that leases, I mean, like you said, it, the landlord may be the most trustworthy, most most trustworthy person in the world. And, you know, but circumstances change. And if the you know, if there’s if it’s not written down in any kind of contract or anything, you just can’t you can’t bet your business on the fact that somebody is going to give you another term or give you an option to renew or give you a new lease.

00;22;07;12 – 00;22;16;23
Jordan Berry
Because, you know, if if they don’t, for whatever reason, good or bad, you’re you’re out of luck. I mean, there’s nothing you can do.

00;22;17;13 – 00;22;43;24
Jono Santamaria
The reality is not good. Is has a lot of development going at the moment and like the store is a prime area for development. So they have like I would imagine that at the end of the lease they’re probably going to knock the building down and put apartments there. So it was really important to secure that because when you buy a laundromat, I think a lot of people who realize this, when you buy a laundromat or most businesses, what you’re actually buying is the lease.

00;22;43;24 – 00;22;52;28
Jono Santamaria
And whatever’s in the store. So that that’s what I bought know I bought a seven year lease and a bunch more. What to make of it.

00;22;53;08 – 00;23;13;05
Jordan Berry
Yeah. And that’s especially I mean it’s true of all businesses that’s especially true of a laundromat because you have all that infrastructure in there. Right. To make the, the machines run. And so, you know, if it’s a clothing store or a shoe store or whatever, yeah, lease is important, but if you don’t get the lease renewed, you can pack up and move down the street and reopen up for a laundromat.

00;23;13;05 – 00;23;36;17
Jordan Berry
You can’t really do that. You’re I mean, you can it’s just expensive and difficult, time consuming to do that and a lot of times impractical to do that. So it is and it is important and that is what you’re buying the lease and and the stuff in the store. It’s a good way to put it. Okay. So you you finally involved your your crack lawyer, crack shot, crack that.

00;23;36;22 – 00;23;58;26
Jordan Berry
Now you’re your awesome lawyer team. Yeah, I don’t know. I was saying things that were opposite of what I was trying to say. But you had you had your All-Star lawyer team involved finally. And they they did allow you. So it sounds like the the seller was, you know, a good person was, you know, working with you a little bit to try to get the thing sold to you.

00;23;59;01 – 00;23;59;22
Jordan Berry
Is that true?

00;23;59;22 – 00;24;23;10
Jono Santamaria
Yeah. Yeah, it definitely it was really helpful. Is another little old man from Romania at time the store for like ten years and then someone owned it before him and and yeah, he was like really happy to sort of accommodate any changes that we wanted to make. I mean, like I said, they weren’t really going to take anything away from him, but I was really going to help me out.

00;24;23;10 – 00;24;29;23
Jono Santamaria
So he was good. We had a couple of stumbles with the landlord, but we got a nice, pretty good relationship now.

00;24;30;21 – 00;24;52;27
Jordan Berry
Yeah, that’s good because that’s a that’s another thing that you’re buying into when you’re especially with a laundromat like you’re getting this long term lease and it’s kind of a marriage to the business in a way, but it’s also kind of a marriage to the landlord if you’re leasing that space. And so, you know, for for me, having a good or at least a working relationship with the landlord is a must.

00;24;52;27 – 00;25;03;22
Jordan Berry
I mean, you got to have that. And if if you don’t, it’s a deal breaker to me because I don’t want to be stuck in a long term relationship with a landlord. That’s just going to be a huge pain to work with.

00;25;03;26 – 00;25;05;23
Jono Santamaria
So that’s good. Totally.

00;25;06;26 – 00;25;22;24
Jordan Berry
Okay. So you you kind of went through that due diligence. I mean, was there how did you decide, okay, this is the one for me? Was it was it the numbers? Was it you saw this potential? What what was it that was like? Okay, I’m going to actually I’m gonna pull the trigger on this one.

00;25;24;21 – 00;25;46;10
Jono Santamaria
Yeah. What’s the numbers? I think that we, we, we ran the numbers as if we were buying it with a four year lease. So everything we did, we did off the worst case scenario before we signed the contract to put the deposit down and the numbers of a four year, you know, operating the business for four years, pretty positive.

00;25;47;05 – 00;26;00;08
Jono Santamaria
So that’s why we pulled the trigger because once we added the extra term, assuming we got it, then it looked really good. So that’s why we’re not pulling the trigger.

00;26;00;08 – 00;26;25;04
Jordan Berry
Nice. Okay. So you well, real quick and correct me if I’m wrong, I have pretty limited I have some experience with a lot of bad owners in Australia, but pretty limited. But pretty much everyone I think I know that owns a laundromat in Australia, has a lot of mates are like relatively small compared to a lot of laundromats here in the US.

00;26;25;04 – 00;26;27;10
Jordan Berry
Is that is that the case in Melbourne or where you’re at.

00;26;28;09 – 00;26;45;05
Jono Santamaria
Yeah, I can imagine the ones I’ve seen, unlike the other laundromat areas, I’m talking YouTube and stuff. I’ve got 12 washers, 118 kilo, which I’m not sure how many pounds that is the 3600.

00;26;45;05 – 00;26;48;29
Jordan Berry
Dexter Okay. Yeah, that’s a 30 pounder.

00;26;48;29 – 00;27;22;14
Jono Santamaria
I think it’s a, there’s a fairly big one and I’m one of those, I’ve got 3 to 402 to three hundreds and then I’ve got two nine kilo speed queens and three, but 50 year old speed going to upload it. So they train it real, real old. And then I’ve got ten, five decks, this stuff is two thirties and one 250.

00;27;23;22 – 00;27;24;03
Jordan Berry
Yeah.

00;27;24;06 – 00;27;28;11
Jono Santamaria
Okay. So 12 puppy, two dryers and 12 buckets of washers.

00;27;28;23 – 00;27;48;18
Jordan Berry
Yeah. Awesome. Okay, so you suck. So you did this due diligence and you’re like, okay, I’m in. I’m doing it. And you pulled the trigger when you took over. I mean, did things work out the way you thought they were going to? I mean, were the numbers spot on or what was that like?

00;27;49;12 – 00;28;22;09
Jono Santamaria
So let’s look over the the numbers were like actually extremely honest from the vendor. What we kind of found out in the first couple of months is yeah. What he kind of said he was going to make is, is kind of what he was making. But I suppose like the caveat there is that we never went back into lockdown I think in months after I took over, which I don’t think it really affected, but it did affect sales like in hindsight, now that I know what we how we’re currently doing.

00;28;23;15 – 00;29;05;17
Jono Santamaria
But I think the bigger impact is in Australia versus America. The anecdotally anyway, probably 30% of my business comes from other businesses. So you know, like surround the tattoo parlor next door across the road and demonstrate there’s a Thai massage place to come and do their towels. So there’s probably like 20 to 30% of our business, then maybe another 60% is people who come and do their laundry like their families and the singles who come and do their weekly laundry and then like the last 10% of people whose washing machines broken or they’re doing like a one off, you know, washing donors or something like that.

00;29;07;04 – 00;29;32;29
Jono Santamaria
And I’m not sure like if that’s a similar thing in the States where we lost a lot of revenue in that time. Was probably the businesses who were shot, who would usually use us kind of every way. So the couple of times we yeah, we were probably well on par with what he was saying, which is probably about like 50% less than what we thought we were going to be making.

00;29;32;29 – 00;29;36;07
Jordan Berry
Yeah. Once, once the second lockdown came through that.

00;29;36;17 – 00;29;39;16
Jono Santamaria
Yeah. Yeah, yeah. So that got started about a month after we.

00;29;39;25 – 00;29;43;26
Jordan Berry
Yeah. How long was that second lockdown from September.

00;29;44;00 – 00;29;50;21
Jono Santamaria
The daily December I think. Or maybe October like I remember.

00;29;51;04 – 00;29;51;28
Jordan Berry
Yeah.

00;29;51;28 – 00;29;52;16
Jono Santamaria
Yeah. Well it’s only.

00;29;52;26 – 00;30;11;15
Jordan Berry
Still. Yeah, but I mean it’s that’s a long, it’s a long time. And you know, I, you know, obviously we, we all know this like this that whole pandemic thing was tough on business owners, small business owners, especially. It was tough on small business owners. But I mean, did you stay open? Did you have to close down also?

00;30;12;07 – 00;30;34;08
Jono Santamaria
No, no, we were we were open the whole time. And the government was doing a lot of stuff to support businesses like I think they were supplementing wages the whole time over lockdown and things like that. So it sucks for for the business owners and for us like it was, I mean I just took them to take it over so I didn’t know any better.

00;30;35;04 – 00;30;55;11
Jordan Berry
Yeah, yeah. You’re like you went straight to the deep end, you know, passing the fire a month after. Yeah. Uh, yeah. Okay. So, I mean, did that affect your business at all? I mean, going forward? Right. So you’re you take over his business and a month later everything shuts down. First of all, was that on your radar at all that things might shut down again?

00;30;55;22 – 00;31;17;00
Jono Santamaria
Yeah. Yeah. So we had budgeted for that. So basically the first year’s budget, we just looked at his numbers and even though we thought it was going to do better, I was operating as if I was always going to match him. So like I was working towards a number where I’m like, Well, I’m not probably going to improve too much on this guy.

00;31;17;00 – 00;31;49;00
Jono Santamaria
So I just budget to what he’s saying he’s going to make and then we’ll work towards that number, which was probably as good because it created an expectation of, well, this is where I think I’m going to be based on what’s actually happening. And then the reality was that we will see my head and shoulders above that by the end of the financial year because we started making changes and those changes had compounding benefits over time that that’s still kind of coming through today.

00;31;49;00 – 00;31;54;07
Jordan Berry
Yeah. So okay. So you’ve owned it for a little over a year now. Yeah.

00;31;54;10 – 00;31;56;04
Jono Santamaria
Well, yeah, in a couple of months.

00;31;56;04 – 00;32;03;08
Jordan Berry
You’re in a couple of months. I mean, talk to us about how has the business done over the last year or so.

00;32;04;03 – 00;32;17;23
Jono Santamaria
Yeah, well, I’ll talk about the actual number. I think we did. That’s five, $6,000 in July last year of income. And this past July we had 15 and a half thousand.

00;32;18;26 – 00;32;23;10
Jordan Berry
Well you three extra income. Yeah. In a year.

00;32;23;29 – 00;32;25;20
Jono Santamaria
Yeah. For that. Oh yeah.

00;32;26;05 – 00;32;44;13
Jordan Berry
Holy cow. In one year. Okay. All right, listen, my ears are my ears are perked up here. I’m ready to listen. I think we all want to know, like, okay, so how did you how did you three the income. Oh, hold on, hold on, hold on. Before you answer that question, because I do want to have the answer obviously to that one.

00;32;44;22 – 00;32;53;19
Jordan Berry
But was that five, $6,000? Was that on par with what the guy was doing beforehand that you took over? Was that lower? Yeah.

00;32;54;09 – 00;33;08;13
Jono Santamaria
Yeah. I mean, he said that he was making like 50 grand a year or something like that from the saw, which kind of lifestyle works out to. Yeah, but I thought it was going to make or what he made.

00;33;08;27 – 00;33;17;25
Jordan Berry
Yeah. Okay. What one other quote is that? Uh, that Australian dollars or is that real dollars?

00;33;18;06 – 00;33;19;12
Jono Santamaria
That’s dollar. It is.

00;33;19;24 – 00;33;31;24
Jordan Berry
Dollar. It is. Okay. Okay. So, all right. Okay. So 5000 to 15000 a month in a year. Yeah. How, how, how did you do that.

00;33;32;18 – 00;33;55;21
Jono Santamaria
So the first thing was the places coin only. So in Australia that just doesn’t fly. I know like on this store on the show you spoken to people who have a mixture of coin or like a loyalty card that just doesn’t fly, like people pay for everything with paywave. So Apple pay, Google Pay or just like tap their card.

00;33;56;22 – 00;34;16;27
Jono Santamaria
So the first thing I did, like literally I think I actually bought the system during the due diligence process. So was that whole getting it in was organized chaos system so we didn’t have like tap and go on our individual machines. We have a chaos that people can go and start the machine from the chaos and pay their.

00;34;18;04 – 00;34;44;16
Jono Santamaria
So that was the first thing we invested in and that was a fairly significant outlay. But it’s the 70% of our revenue comes from people paying by card. Wow. So it was that was probably the the first thing. The second thing and I suppose what really made this opportunity attractive was there was no digital presence at all for this store.

00;34;44;17 – 00;35;15;20
Jono Santamaria
So there was no Google, my business account, there was no website, there was no paid advertising of any sort of description. So the only people who were using it knew it was there because they walked past through. They drove past it with their parents and used it or something like that. Yeah, there wasn’t anyone sort of discovering it, so we took over in June and then we didn’t actually have a website until September because we had to develop a brand.

00;35;16;15 – 00;35;47;07
Jono Santamaria
So we developed the brand, the Meters, because the store was actually when I bought it, it was it was registered as my cousin who’s an illustrator and designer sort of sat down with me and we were talking about concepts for a brand and the store itself looks like it’s from the 70 seconds. It’s a very, you know, weird tiles set up and it comes from a part of Melbourne that was built in the seventies and kind of has that, that vibe.

00;35;48;07 – 00;36;19;18
Jono Santamaria
So we looked at a coffee table work that had photos of elderly store owners in front of their stores from sort of local neighborhoods around where we lived and took inspiration from that. And then the brand itself is very 70 or so. When you go in the store, it looks kind of retro. It’s got a pair of blues and like a floral orange and the Fonz, so that we chose with that kind of seventies, but that if we had got that a bit earlier, it probably would have had a website a bit earlier, but we had to wait till we had that brand.

00;36;20;27 – 00;36;31;17
Jordan Berry
Yeah. Can you I mean, I’m putting you on the spot right here and it’s totally fine if not. But before this thing goes live, can you send me a couple of pictures and we’ll put it up so people can see kind of that seventies vibe?

00;36;32;07 – 00;36;33;00
Jono Santamaria
Yeah, totally.

00;36;33;08 – 00;36;54;07
Jordan Berry
That’d be awesome. So you check out the show notes and you can go see the see some pictures of the automat. That’s awesome. Okay, so you branded it. You did some digital. You got on Google my business or Google business profile. Now you did you did a website. Did you build it? Did you have it built? How did you do that?

00;36;54;07 – 00;37;02;00
Jono Santamaria
I did myself practice for WordPress for a Laundromat theme out of the colors and fonts in.

00;37;03;06 – 00;37;14;27
Jordan Berry
And they got a name for everything theme. I like that. That’s awesome. Okay, so you did that and then you mention paid advertising. I mean, did you do some paid advertising to.

00;37;14;27 – 00;37;45;24
Jono Santamaria
Yeah, we did. I did Google search. I again, part of what I do for work, so it just kind of made sense. So we did that probably about two weeks after we launched the website. Once the website all up and running, and I had all the pages that I needed. Yeah, probably about two weeks after I moved to a match was probably like $10 a day in a lot, but just enough that, you know, if someone searched laundromat north get that we were the first thing that came up.

00;37;47;05 – 00;38;14;07
Jordan Berry
Yeah. Yeah, that’s awesome. That’s, that’s a good it’s kind of like a, I don’t know, just like an injection of like like, oh, when, you know, it’s never even been online at all. You know, it didn’t even exist. I mean, if it doesn’t exist, online just doesn’t exist basically. Right. So, you know, getting that Google profile up, getting a website up and then kind of doing an injection of Google ads, that’s a big that’s a big shot in the arm.

00;38;14;07 – 00;38;20;13
Jordan Berry
So, yeah, I mean, how long did it take to start seeing some results from doing those things?

00;38;21;29 – 00;38;46;13
Jono Santamaria
I think we had our biggest we’ve had our biggest jumps from sort of May, April, May. So we started doing this digital where in we, you know, we had a website, a big new business profile in September. So we bought in July, put in the pay pass and some name is branding by September and then April, May as well.

00;38;46;13 – 00;39;13;10
Jono Santamaria
We saw a lot of really big incremental jumps and that’s probably because we came into winter. So like, yeah, autumn, winter people start using the drives a lot more then also I suppose we probably set behaviors before that. So if people have seen this over summer because I randomly needed to wash their dinner and then all of a sudden they need to come in more often in winter, that behavior was set up beforehand.

00;39;13;23 – 00;39;28;28
Jono Santamaria
It wasn’t just like switch flipped, people decided they’re going to use us or like the fruition and the cut through from the digital marketing happened in April. They we kind of it just built and compounded up over time.

00;39;30;07 – 00;39;48;04
Jordan Berry
Yeah. And that’s I mean that’s key too because I see a lot people throw a little bit of money at some ads for a month or two and they’ll throw up their hands and say, I didn’t really get any new business or I’m not even sure if I got new business or not. It can be hard to tell if you know, hard to track that stuff.

00;39;48;04 – 00;39;57;00
Jordan Berry
So, so then they just kind of give up and never see any fruit because it can take a little while and it takes a little bit to compound up there.

00;39;58;02 – 00;40;17;06
Jono Santamaria
Yeah. Especially if it’s self-service. So it’s, it’s really easy to do it. There’s like a self-service retail store to say tangible benefit from paid advertising because even if someone walks in and they had it, how did you find us? Which I do like every single person that I’d say Laundromat, and they’re trying to sell me and they’re always going to say Google.

00;40;17;06 – 00;40;25;02
Jono Santamaria
But you never really going to know, was it you paid or was it just you jumped in the pack and you had the most reviews. So they came to you?

00;40;25;02 – 00;40;28;26
Jordan Berry
Yeah. Are you actively, like trying to get reviews?

00;40;30;03 – 00;40;57;14
Jono Santamaria
Yeah. So one of the things that we just ran a self-service laundromat, but we have a boutique pick up and delivery service, so we do towels for like Costco’s and then skincare clinics and stuff like that. And the way that started was that a friend of mine, like I went to a house party like a couple of months after I bought a laundromat and was telling everyone to go to a laundromat.

00;40;58;20 – 00;41;17;10
Jono Santamaria
And then a couple of months later, a friend of mine who was nasty, I rang me and said, Hey, do you still own that laundromat? My little guy has gone out of business. So I was like, Maybe we’ll have to do that. We don’t do it currently, but I did some sort of napkin math and her source down the road from mine.

00;41;17;10 – 00;41;49;11
Jono Santamaria
So I figured if I have to go to clean the laundromat twice a week, that’s my time. So if I had a ten minute drive to go pick up this person’s towels and wash them while I’m cleaning, I can kind get paid to clean. So that’s that’s kind of how it started. And from there was built up a small group of clients that that we use or it sort of buffers that cleaning aspect of it.

00;41;50;21 – 00;42;12;28
Jordan Berry
Yeah. Well and that’s awesome. I mean supplementing your kind of the labor costs and even just the time cost of doing that, being able to just throw stuff in while you’re working is awesome. It’s that whole multitasking thing that brings in that extra revenue and then helps you triple your revenue and the like. So blown away by that.

00;42;12;28 – 00;42;25;24
Jordan Berry
That’s insane. Okay, so so you got the digital presence going. You added the card system. You you went out getting some reviews and started this boutique.

00;42;26;08 – 00;42;51;07
Jono Santamaria
All right. So I just realized we skipped over a whole part. So you said you actively like, get reviews. The the reason I sort of brought up the pick up and delivery part was that when I started pick up and delivery and spending more time in the store to cleans, I was put about 2 hours away and with this pickup and delivery part, the Metro had more face to face time with customers.

00;42;51;07 – 00;43;18;26
Jono Santamaria
And that’s when I started. Everyone I spoke to who had a good experience is kind of mentioned that it really helps that if you leave review and like if you are having a good time, we want other people to have that experience as well. So that really helps. I mean, we’ve got 57 reviews, which is probably more than double anyone around us and they’re all five star except for one or two who.

00;43;19;19 – 00;43;42;29
Jordan Berry
Tell me who they are. I will hunt them down. Yeah, no, that’s huge. Okay. So, I mean, you’re like multitasking to, you know, there’s layers of this multitasking because you’re interacting with customers you’re getting those reviews, you’re cleaning, you’re washing towels. All it’s getting done on this. You know, it’s very efficient way of doing things. I really like that a lot.

00;43;42;29 – 00;44;21;07
Jordan Berry
And, you know, for anybody else out there who’s running their laundromat, I mean, similar kinds of things you can do. And even if you’re not the one cleaning like be training your your staff attendants, you know, when they’re interacting with customers, what they should be doing, you know, and asking them, hey, you know, if you’re having if this is a good experience for you, you know, if you’re happy with the service here in the facilities and all that stuff, hey, leave us a review on Google that really helps satellite and you can even incentivize your your staff if you want to, to to solicit those reviews and, you know, just remind people, give them a

00;44;21;07 – 00;44;26;16
Jordan Berry
little nudge. Hey, give me, you know, give us a review over here because it helps us out a lot. Yeah.

00;44;26;21 – 00;44;36;06
Jono Santamaria
I mean there are definitely times Alienware like I was putting more of an essence on how many reviews can we get this month. This is what the income was. Is that was this more important?

00;44;37;23 – 00;45;13;10
Jordan Berry
Yeah, absolutely. Because in and you know what’s interesting about that is because, you know, don’t talk a whole lot about SEO search engine optimization here, how you show up on Google and how you get to the top. And you know, same with like the maps apps, you know, Google Maps, Apple Maps, those kinds of things. Like how do you show up, you know, when when people type in Laundromat, but one of the factors of that, well, number one, have a Google business profile number to make sure it’s completely filled out and try to keep it updated to.

00;45;13;10 – 00;45;37;16
Jordan Berry
Right. Like get some fresh pictures and fresh posts up there. You know, even if it’s just once or twice a week, it’s better than nothing. And then number three, I mean, one of the one of the factors is how many reviews you have and what people are having to say about your business and about and about you. So, yeah, you know, those reviews can be they equate to revenue down the line.

00;45;37;24 – 00;45;43;03
Jordan Berry
It’s like one of those things where you plant seeds and it sprouts fruit down the line for you.

00;45;43;28 – 00;45;52;01
Jono Santamaria
Yeah, I’ve I’ve 100% spoken to multiple people who children passed laundromats see it and mine because they read the reviews.

00;45;53;04 – 00;46;12;20
Jordan Berry
Yeah. And I mean just, I mean think about your like not you per se, but anybody listening, like think about your own experience where you’re, you know, you want to go to a restaurant or you want to go to a a den. You want to go to a dentist who’s got no reviews or bad reviews, right? Because, you know, teeth and, you know, like go to the dentist anyways.

00;46;12;20 – 00;46;35;20
Jordan Berry
Right. Well, nobody likes doing laundry either and nobody wants to go do laundry and have a bad experience. So if there’s you know, if there’s three places that have, you know, four reviews near your place and you got to drive to them anyways. And just a little further, there’s one that’s got 55, you know, five star reviews. You might just drive a little bit further to go to that one that, you know, it’s a proven commodity.

00;46;35;20 – 00;46;54;20
Jordan Berry
People like go in there. So yeah, absolutely. It makes a lot of sense. Yeah. Yeah. Okay. So, I mean, do you have any I mean, as a digital marketer and understanding this business, I mean, it’s just kind of a unique little business. Do you have any tips for us as laundromat owners for the digital marketing side of things?

00;46;56;08 – 00;47;23;00
Jono Santamaria
Well, I suppose for most people, the best job is to have a website and to have a technical profile that that’s where, as the cornerstone of it, we need to start. I suppose from there there’s definitely things you can do in terms of optimizing your website so that you are close to the top of the Google search, or at least appearing in the Google Map pack.

00;47;23;01 – 00;47;44;16
Jono Santamaria
In the Google map is, you know, the three businesses that they show on Google Maps when people are searching for a those are the core things that I suppose you need to have in place. And then from there, the benefit of Google ads is that if you’re not at the top, you can pay for Google ads and pay at the top.

00;47;45;06 – 00;48;18;20
Jono Santamaria
So that’s probably something else people should consider. I think Google Search is this show talks a lot about social media and I’m going to bias in that. Google is a I think is a better form of marketing because it’s further down the funnel. So if you’re paying two to talk or Facebook ads, what you’re trying to do is make people aware of you and you’re very much at the top of the funnel when you’re paying for Google search ads, people are doing your service.

00;48;18;20 – 00;48;42;27
Jono Santamaria
They want they need your service. So someone’s taught you a laundromat in Hollywood. They’re looking for a laundromat in Hollywood. They’re not like you’re looking for someone to find it or put it in front of them. They’re not just searching through a news feed and looking at what their mate’s doing, and then all of a sudden your automatic popping up, there’s that intense.

00;48;44;10 – 00;49;05;29
Jordan Berry
Yeah, absolutely. And I would say one caveat to that. I mean, I agree with that completely. One caveat to that, I would say, is if if you run in like a service side of things, like a wash, dry, fold or pick up a delivery, especially I, I still think at least around here, a lot of people don’t even know that service exists, especially the pickup and delivery side of things.

00;49;05;29 – 00;49;22;25
Jordan Berry
And that’s where and like you’re saying, that’s more top of the funnel where you’re just creating an awareness like, hey, you know, this is a thing where you can just come pick up your laundry for you and do it. You don’t have to think about it. And then we drop it off, you know, our Yeah. All clean and folded right top of the funnel thing.

00;49;22;25 – 00;49;43;03
Jordan Berry
That’s not people who are looking to make a purchasing decision, whereas Google, they’re looking to make a purchasing decision. But if they don’t know that it exists, they’re also not going to be searching it on Google trying to find that. So but you can also get, you know, people who are looking for laundromats who might actually just rather do pickup and delivery.

00;49;43;03 – 00;49;45;27
Jordan Berry
So you can do Google ads there, too. And you say about that.

00;49;47;05 – 00;50;14;24
Jono Santamaria
I mean, I’ve got different campaigns. So we we did or we do have a campaign for our boutique laundry service and that runs separately to our our self service campaign as well. And it has definitely has worked. So I’ll probably set it off not too much more than we can handle at the moment, but that was really successful.

00;50;14;24 – 00;50;41;08
Jono Santamaria
I think we give you a good example. The first three days of running the pickup and delivery ads, we had an inquiry. I was quoted for 150 kilos of weights, so like 150 kilos a week at 4.50 kilo. I think it worked out to like 20 grand revenue for an ad that I paid $3 for.

00;50;41;09 – 00;50;43;22
Jordan Berry
That’s a good ROI right there. That’s again.

00;50;43;28 – 00;51;08;03
Jono Santamaria
Like we didn’t get the job, we didn’t get the work. But like, that was that was the first, like first inquiry that came in. So like, I suppose, you know, I think I spent about 7000 over budgeted, spent about $7,000, about $17 a day on Google ads at the moment. And that’s going to bring us in. Yeah, three or four times that amount.

00;51;08;16 – 00;51;09;09
Jono Santamaria
I think.

00;51;10;12 – 00;51;39;21
Jordan Berry
Yeah. Yeah, that’s awesome. Cool. Well, I mean, there you are, man. There’s the expert. That’s what you do. You’re professional and you got it down. That’s money right there. Okay, so thanks for sharing. I mean, seriously, like kudos to you. Props to you for for triple in your business in about a year. And thanks for sharing like some of the steps that you took to get there because man, I think all of us would like even just incremental growth.

00;51;39;21 – 00;52;02;19
Jordan Berry
But, you know, three x growth. That’s that’s awesome. That’s really awesome. Yeah. Good. Yeah. So what’s what’s on what’s on tap for you? Are you, uh, are you looking to continue to try to I mean, it sounds like you’re, you got a ramp down your, your boutique service there a little bit because it’s, you know, too much going on.

00;52;02;20 – 00;52;07;06
Jordan Berry
Are you going to try to buy another location or are you just kind of coasting on this one? What’s the plan?

00;52;07;25 – 00;52;31;25
Jono Santamaria
I’m I’m actually like near talking to different people to figure out what the best kind of next move is. I think the logical next step is to get a second location. I would like to have have one like close ish to the one I’ve got currently so I can have that kind of cross. Cross colonization of the two locations and the brand equity and things like that.

00;52;31;25 – 00;52;58;24
Jono Santamaria
So I think that probably in the next 12 to 18 months, let’s open up a second store or take over an existing one and rebrand. It is yeah, I think that’s probably the guy. I think that I really want to build out the pickup and delivery too much is because even that I suppose when we started that we start, like I said, I started it just so that it could supplement the cleaning money.

00;52;59;07 – 00;53;25;23
Jono Santamaria
And I was really clear with myself, I think this is something that business owners should be really clear with at the start. Like they talk about like identity and knowing what you do, it’s really important to know what you’re not. So those ads that we throw out, for example, the pickup and delivery ads, we had a couple of people who asked us if we could service A and B or people who are asking us to do like the actual laundry.

00;53;26;17 – 00;53;54;19
Jono Santamaria
And it was really easy for me to say no, even though there was opportunities for more revenue because it wasn’t what we were doing. Like, I was very clear that I’m going to wash towels and I’m only going to do towels and I need to have very specific like access. So I need to be able to sort of pick up the towels when I’m on a schedule that suits me because yeah, this laundromat as a hobby, it’s not it’s not my job.

00;53;54;19 – 00;54;01;24
Jono Santamaria
So I can’t be doing over and above for a hobby. I need to be fitting in with the time that I’m allocated.

00;54;03;12 – 00;54;26;25
Jordan Berry
Yeah. Well and that’s a huge, huge point. I mean it’s a huge distinction to right. Of you. Well, at least at this point, you don’t have aspirations to leave your job and be a full time laundromat business owner. I mean, you’ve you said you open this thing up with, hey, this is my hobby. This is what I do on the side.

00;54;26;25 – 00;54;38;11
Jordan Berry
And it’s, it’s a step helping you achieve your goal of being able to decide who you’re going to sell your time to, if anybody, by the time you’re 40, right?

00;54;39;03 – 00;55;05;12
Jono Santamaria
That’s right. I mean, even like so we afternoon, for example, we’re trying a client where we supply the linen. So we’re supplying tasks that a person up until this point it was this very store like again notes that people really like lucrative contracts and people because they want me to supply the women and I didn’t want to own the linen.

00;55;05;12 – 00;55;26;25
Jono Santamaria
I didn’t want to have to like draft up a contract so that we’d have to lock them in to provide a service for a certain amount of time to justify me going out and buying a bunch of towels. So we had this very specific rule where people would fill out an inquiry form and we’d take the call to the and we’d ask, Do you have your own linen?

00;55;26;25 – 00;55;52;07
Jono Santamaria
And if they said no, I would say, Yeah, thanks for the requirement. Unfortunately we can’t service you because we don’t supply and this is the first time we’re trying it. I mean, part of it’s because we don’t have a place to store the people’s linen and it wouldn’t make sense for us. But if we were going to build up the, the pick up and delivery, that’s probably we’d need a bigger space and then we just don’t have that now.

00;55;52;13 – 00;55;59;19
Jono Santamaria
So that’s probably why it’s the second company up a second store rather than a scaling up the pick up and delivery.

00;56;00;12 – 00;56;27;29
Jordan Berry
Yeah. Yeah. Well and you know, it just for me it reinforces like, hey, this is the importance of understanding why you’re doing what you’re doing. Some people, their goal is to build a huge, you know, laundromat business, right? The will of four brothers, they have 30 plus, you know, and Ross Dodds, he’s got ten plus and growing, you know, and that’s that’s their goal right there.

00;56;28;04 – 00;56;46;05
Jordan Berry
They want to be laundromat owners or laundry business owners, and that’s what they’re doing. Some people want to do stuff on the side and want they want it to be their hobby or they have some goal that they’re trying to accomplish. And their laundromat is the or a vehicle that they’re using to help them accomplish that goal. Right.

00;56;46;05 – 00;57;12;20
Jordan Berry
So like you were saying, it’s important to know what it is that you’re trying to accomplish with your business and to filter things not only what you’re trying to accomplish, what your goal is, but also what it’s not right and who you’re not filtering it through those things. And it does help make that decision process easier. You know, I think a lot of people will be shocked to hear that you turn customers away.

00;57;13;10 – 00;57;18;10
Jordan Berry
Yeah, because so many people are like, you know, I want all the customers.

00;57;18;27 – 00;57;41;05
Jono Santamaria
And there’d be a lot of people out there who like, they bought a laundromat and they did their diligence and it’s just not working out the way that they wanted it. So and then if you really, really got to level support, you can either increase revenue or you can decrease expenses. And you might be looking at, oh, well, we need to increase revenue by a significant amount.

00;57;41;05 – 00;58;06;05
Jono Santamaria
Maybe we need to start a pickup and delivery service. But if that was never in your original plan and that’s the limit you’ve got to pull off, it’s it’s probably going to change your lifestyle. And that’s something you got to put you got to put in perspective. Like if you’re just going to start a pick up and delivery service just so you can make the revenue that you thought you were going to, but you never intended to in the first place.

00;58;06;05 – 00;58;11;23
Jono Santamaria
And it’s going to take up way more time than you ever wanted to invest, and it’s probably not a good idea.

00;58;13;09 – 00;58;32;01
Jordan Berry
Yeah, yep, yep, yep. And you know, frankly, just from my perspective, like, I’ve been in that desperate spot where I’m like, what am I going to do here? Like what? What’s I, I only have the two levers and I need to increase income. Like, what do I do? Right. And so I, I started thinking about all kinds of crazy things.

00;58;32;01 – 00;58;48;29
Jordan Berry
Not crazy, as in they won’t work, but crazy is. And deviating from the original plan a lot. Writer thought about putting in a coffee shop. I think I’m still in like a Facebook group for coffee shop owners and I don’t know, I don’t even drink coffee, so I don’t know anything about coffee, but I was like, Oh, that’s what I had to do.

00;58;48;29 – 00;59;07;22
Jordan Berry
I’m like, I guess I’ll do it right. Pick up in delivery is an option. I mean, there’s a whole bunch of things that I went through because I’ve been in that spot where I was losing money and I looked at the levers and there weren’t really any expenses I could decrease anymore. And so my only lever to pull was how do I get more money in here?

00;59;08;00 – 00;59;08;10
Jordan Berry
Right.

00;59;08;28 – 00;59;39;26
Jono Santamaria
And I’m looking at those numbers sort of all the time because there’s we’ve spoken about the kind of incremental gains. You know, a big inspiration for me is the cycling the British cycling team from, I think Tokyo, maybe maybe the London Olympics. But they weren’t winning races for a long time and they figured out they’re about 10% off the pace and 10% off the pace at an elite sport level.

00;59;40;12 – 01;00;07;05
Jono Santamaria
You know, is is such a long distance. So what they start looking at is what are the incremental gains that we can we can make to get us that 10%? So they started bringing their mattresses to race nights and sleeping on their own mattresses rather than a hotel. You know, they methodically looked after their equipment and make buy their bikes and tire pressure before they race all these little things that other people wouldn’t be doing to get that 10%.

01;00;08;20 – 01;00;28;27
Jono Santamaria
And I suppose I try to do that with my business. So a really good example was I looked at all the expenses I inherited those expenses. These weren’t things that I, I would have sort of set up. So we looked at the utilities for us and the first thing we do is go out to an energy broker how to get us a better deal on gas and electricity.

01;00;28;27 – 01;00;52;27
Jono Santamaria
And then the electricity was still too high for for my liking. So we looked at ways that you can I can reduce that. And there was a scheme from the government to replace fluorescent lights with days for free so that the wattage is like a third of what a fluorescent light is. So that saves about 30 bucks a month forever.

01;00;54;08 – 01;01;31;19
Jono Santamaria
And then we also had like a solar rebate scheme. So we looked at different solar providers and ended up getting one that was a half the price of what the other people were charging and then got solar for, you know, green fogger and instead of $10,000. And again, that’s going to have compounding effects because, you know, the electricity bill will stay as it is the basically forseeable future and won’t rise with inflation because I’ve got a solar supplementing it or it could even go down.

01;01;31;19 – 01;01;54;16
Jono Santamaria
So like that is like little, you know, 1%, 2% changes compounded with the, you know, the store being a better customer experience and more accessible in terms of being able to pay by card and, you know, painting it to make it look better, adding music to give it a better vibe and then just sort of getting those good reviews, all those things compounded.

01;01;54;16 – 01;02;05;26
Jono Santamaria
And like I said, when it got to April, when people use the laundromat more, we saw like huge $2,000 a month, you know, revenue increases.

01;02;07;10 – 01;02;35;23
Jordan Berry
Yeah. And those incremental gains, I think I want to say it’s atomic habits. I was reading about the cycling team and their small little things that they would do to just get like fractions of a percent better and then, you know, it just all compounded just like you were talking about, just all compounded at some point where they’ve just done all these little tiny things and then it all added up to two huge, huge changes, huge gains for them.

01;02;35;26 – 01;03;00;14
Jordan Berry
And I love putting it in perspective of, you know, the laundromat and doing the small things that, yes, they require some effort. Right. Requires some effort to go find down find the you know, the government supplement or the government scheme, I think you call it, you know, replacing the led or the the fluorescent lights with the LEDs. And yes, it feels like me and it’s only $30 a month.

01;03;00;14 – 01;03;34;01
Jordan Berry
Is that even worth it? But it’s that compounding, right? That’s one thing that 30 bucks compounds every single month going forward. Right. And then you do a few of those things and you just kind of keep looking for ways to tweak both both of those levers, right. Like you’re saying, the expenses and just decreasing them whenever you can and the income, you know, whether that’s through providing a slightly better customer experience, you know, and interacting with the customers, asking them what they think and making changes based on what they think and asking them for the reviews.

01;03;34;01 – 01;03;49;18
Jordan Berry
It’s not a big deal, but eventually you got 50 of them and you’re twice your next competitor and people are driving past other laundromats to get like it all compounds, all these little things that compounds. I love putting in that perspective. I’m so glad you brought that up, killer.

01;03;49;21 – 01;04;15;04
Jono Santamaria
Yeah. That’s the one thing that the British cycling team won the gold medal forever. But in terms of business like those compounding gains, they also stay with your business. Like if I left tomorrow, that Google presence would still be there if I sold it tomorrow, that Google presence will be there. There is some energy savings will still be there for the next next person.

01;04;15;04 – 01;04;20;13
Jono Santamaria
So it just makes the business stronger overall for all as a long time, not just at the moment.

01;04;21;08 – 01;04;46;24
Jordan Berry
Yeah, absolutely. And obviously, I mean, that’s a better experience for the customers, right? You know, not only do they have better lighting, better customer service, better machines, whatever, you know, slightly cleaner, all that stuff. Right? It’s better for the customers. It’s better for you and your business and your line right now. But it also adds a ton of value for when you do go to sell that business, it’s going to be worth a whole lot more than when you bought it, you know, because of.

01;04;46;25 – 01;05;04;16
Jordan Berry
Yes, because of the gains that you’ve I mean, you’ve tripled the business, obviously going to be worth a lot more, but also because of all the residual of that right in the you know, when you when you’re selling or when you’re buying, right. You’re buying the lease and the stuff inside the store and you’re buying the goodwill, the reputation of it.

01;05;04;16 – 01;05;21;23
Jordan Berry
Now, there, you know, may or may not be a good reputation when you buy a laundromat, but you can build one, right? And you do that through online and offline ways to build that reputation that goes with the sale of the business and that has monetary value when you go to sell.

01;05;22;26 – 01;05;28;26
Jono Santamaria
Yeah. And that can happen really quick. Like for me it happened within 12 like less than 12 months.

01;05;30;04 – 01;05;52;20
Jordan Berry
Yeah. That’s yeah, that’s awesome. Okay. So I’m just like jazzed up. I mean, as soon as you said three times, I was I was just like, jazzed up, right? So I’m just I’m I’m ready to go. But okay. So we have a few segments here I just want to go through with. Yeah. And chat about the first one is down to business and down to business.

01;05;52;20 – 01;06;05;11
Jordan Berry
I mean we’ve gone through some of the stuff already, but I just want to go through a few of the other details about your business. So again, you’re in Melbourne or you’re just outside of Melbourne, right.

01;06;06;02 – 01;06;12;03
Jono Santamaria
In the inner suburbs of Melbourne’s north. It is probably like six ks in the city.

01;06;12;28 – 01;06;30;12
Jordan Berry
Okay, I have no idea how far that is, but you know, I’m assuming it’s not that far, it’s only 10 minutes, so. Okay, so you’re, you’re in Melbourne and then you only own one right now, right? And one flat is on the real estate side.

01;06;31;05 – 01;06;32;17
Jono Santamaria
Two flats, two flat.

01;06;32;21 – 01;06;43;24
Jordan Berry
Oh, all right, big dog. You’re ready to go. That’s awesome. And you’ve been in the business like a year and a few months, right? You said March of 2021.

01;06;44;10 – 01;06;51;15
Jono Santamaria
March 2021 is when I bought it till June 28 is the official date outlook over 2021.

01;06;51;24 – 01;07;04;28
Jordan Berry
Okay. So June 28th. All right. Yeah, man. Just just over a year. That’s crazy. Okay, so let’s talk about how much does it cost to do laundry in in Melbourne.

01;07;05;16 – 01;07;30;12
Jono Santamaria
Yeah. So these are in three days. Again, the top line is a $4. But Will well I want to get rid of them just because like they’re like push coins slow and they can’t add them to the paper machine. So now they’re saying the nine kilo machines are $6, the setting kilo machines at $8 and the 18 kilo machines are $10.

01;07;30;12 – 01;07;40;15
Jono Santamaria
And then on the dry side, it’s a dollar for 7 minutes on the two thirds of the smaller dryers and double for 6 minutes on the bigger dryers.

01;07;40;15 – 01;08;05;14
Jordan Berry
Yeah, that’s awesome, man. I know what any of that means. But actually, you know, it’s interesting. I actually have so episode three of my resource podcast a long time ago, when this comes out to be over 100 episodes ago, Toby Doc Bar was on the podcast Shout Out, Tell me what’s up. And I actually have his vein prices up right now.

01;08;06;07 – 01;08;18;05
Jordan Berry
So he’s at he had nine and a half kilogram machine. Is that right, killer. Yeah, yeah, yeah. Okay, yeah, yeah. Kilo machines at 750. You got your nines at six.

01;08;18;22 – 01;08;19;14
Jono Santamaria
Yeah.

01;08;19;14 – 01;08;29;20
Jordan Berry
Yes, yes. Jack. Yeah. He’s just in Sydney. Yeah. 14 at 12 you have 13. The eight and 15 that are nine and ten.

01;08;31;10 – 01;08;35;10
Jono Santamaria
Yeah. The settings are I and I think two. Yeah.

01;08;35;12 – 01;08;54;27
Jordan Berry
Yeah. And then he’s got his eight, he’s got 18 at 15 and he’s do and uh, he does, he does dryers. Wow. This is a while ago now, but 754 36 minutes of dry.

01;08;56;12 – 01;09;10;10
Jono Santamaria
Uh, yeah. So 36 minutes on a small trial would cost you five bucks on the small machines and six bucks on the big machines. Yeah.

01;09;10;18 – 01;09;31;04
Jordan Berry
Just interesting to, you know, see, and, like, it’s crazy because, you know, I don’t really know the context between Sydney and Melbourne, but I’ll see like, you know, I’m here in L.A. and then somebody the Midwest is like way higher prices than than here in L.A. and I was it’s just crazy. So it’s just kind of interesting to see how the different pricing is between the places.

01;09;31;16 – 01;09;39;03
Jordan Berry
Okay. So you have an unattended. Thank you for sharing that. By the way, you have an unattended laundromat. You don’t have attendance at all.

01;09;39;29 – 01;09;46;05
Jono Santamaria
I only went in there for floating towels when my dad went to help me out. Fully tested.

01;09;46;21 – 01;10;15;09
Jordan Berry
Which he’s he’s there right now. Right. Or he was when we started he said, that’s right. Put him to work. That’s though. And then so you you mentioned you put in the kiosk, right. So you have the the card cash app, right. And then you also accept coins, right? Yeah. But you said pretty quickly people adjusted to the the card the kiosks pay and 70% is in the kiosk.

01;10;15;09 – 01;10;38;18
Jono Santamaria
Is that I think really six months in it was about 5050. And now it’s it’s close to like 7030 to be said, I would not have coins at all. Was I all if it was up to me. Yeah. It just kind of adds an extra, you know, they need to go to the bank. And to be honest, it also sort of poses an extra risk.

01;10;38;18 – 01;11;04;29
Jono Santamaria
Like we had someone try to like take the whole coin thing and it’s not as does not even clean that much in there like they did more damage and they would have stolen the coin dispenser so that like, like that happened. It was annoying. I don’t want two in the store anymore, but there are customers who are on these coins, so you have to cater to them, make it accessible.

01;11;05;14 – 01;11;20;06
Jordan Berry
Some people would say you don’t have to, but yes, I get you. Okay, awesome. I, I would get rid of coins too if I could. So I’m with you. And then, I mean, how many hours are you working on this business?

01;11;21;23 – 01;11;32;24
Jono Santamaria
Probably about 10 hours away, I think. On average, like, sometimes less. Yeah. Sometimes I can get away with six. That’s I could’ve been honest. Probably about ten.

01;11;33;08 – 01;11;40;04
Jordan Berry
And you’re doing sort of that, that boutique side of things when you’re there and you’re cleaning stuff too.

01;11;40;24 – 01;12;02;04
Jono Santamaria
Yeah. So I’m there like Mondays and Thursdays for 2 hours cleaning and washing towels and it’s on Saturdays. I do it a run for all of our pickup and delivery customers. It takes about 3 hours to go and drop off the plain laundry and pick up there, all that new stuff that needs to get washed.

01;12;02;23 – 01;12;06;26
Jordan Berry
Do you think you’ll ever like think about hiring somebody to do that stuff or. No.

01;12;07;25 – 01;12;13;09
Jono Santamaria
I if we had bigger volumes, maybe wages are a lot higher. Yeah.

01;12;13;16 – 01;12;19;00
Jordan Berry
We’ll see. You’d stop sending business away. Maybe you could have.

01;12;19;00 – 01;12;39;28
Jono Santamaria
But there’s also, I think at the again, this is just being like small business owner hobby. It’s a hobby. Yeah. If I employed someone I would to make sure that one I was looking after them so that they had the right amount of training and support to be able to be in store. And then for your customer questions and and all that sort of stuff.

01;12;41;09 – 01;12;50;28
Jono Santamaria
So that’s part of it. But I like the service that we’re providing currently. I want to make sure that’s reliable. So at the volume we’re at now, it does make sense to do it more so.

01;12;51;21 – 01;13;06;25
Jordan Berry
Yeah, yeah. And you know, just to be clear, you know, do you but for everybody, like there’s so many ways to run this business and you know, I’ve heard people who are like, man, you shouldn’t be doing any of this stuff yourself and blah, blah, blah, blah, blah. But the beauty of this business is you can run it.

01;13;06;25 – 01;13;26;22
Jordan Berry
How you want. And again, if you’re filtering it through, you know, what are my goals? Who are who am I? Who’s, you know, who are we as a business? And and who am I not as a business? And if you’re filtering through those things, men run your business the way that you want to run it, you know? And there’s nothing wrong with doing any of the work yourself, right?

01;13;26;22 – 01;13;48;19
Jordan Berry
Like and it doesn’t matter how long you’ve been in the business or not, man, you know, your business is your business and run it the way that it works for you. So I just want to say, because I see online comments sometimes of people who are, you know, who advocate for building the business as a business. And that’s not forever.

01;13;48;19 – 01;13;58;24
Jordan Berry
That’s not everybody’s trying to do right. And so I’m trying to add that in there just to give not that anybody needs permission, but just to give my. Okay, that you can run your business how you want to know.

01;13;59;02 – 01;14;12;18
Jono Santamaria
There’s no recipe for being a successful business owner, especially one that like having a, like a really good work life balance as well.

01;14;12;18 – 01;14;32;24
Jordan Berry
Yeah, absolutely. I mean, yeah, that’s I mean, as a small business owner, that is notorious, right? It’s real easy to get sucked into you hire somebody your goes up, it keeps going up. So you got to hire somebody else. I mean, and then you’re running a business and it’s supposed to be this hobby and you know that. So yeah, absolutely.

01;14;32;24 – 01;14;51;14
Jordan Berry
There’s no recipe for success. There’s lots of different ways to find success and there’s lots different meanings of success, you know. So, I mean, do you do your thing, whoever you are out there, do your thing, do it. Well, you know, that’s the key thing, right? Do it well. Serve your customers well, whatever way you do it. Awesome.

01;14;51;14 – 01;15;17;05
Jordan Berry
Thank you for sharing that. We have another segment called Secret Sauce. Listen up. It’s the secret sauce. And that is what’s something that you feel like you’re doing that other owners can implement into their business to help them level up, help them get up there to the next level with their business guys.

01;15;17;08 – 01;15;55;22
Jono Santamaria
It’s definitely just make sure you’re doing all the digital marketing basics. And digital marketing basics are essentially having a website that is performing well loads that is really clear and talks about the service you provide. It gives all the customer information. Now that the customer wants, and it’s also making sure that your business will become more business profile, profile or whatever the calling it least that is, is complete and up to date so that people can find it.

01;15;55;22 – 01;16;21;26
Jordan Berry
Yeah. And I’m, this is not like I’m not trying to like I don’t know what to promote myself or anything, but we did just launch a free course on how to build your own website. So obviously you can have you can hire somebody to build that website for you if that’s not your thing. But I also did a full course on I mean, it’s just a one video, one lesson course on how to build your own website on a WordPress site from scratch.

01;16;21;26 – 01;16;48;11
Jordan Berry
And it even comes with a template that you can start with that makes it real easy to get going. And I walk you through everything from how to get it at a buy the domain, how to register it, all that stuff, setting everything up. So if that’s something you’re interested in doing and there’s other videos out there you can find to do so, but just want to point that out that there’s a template you can download and a just a one lesson course on how to build your own website.

01;16;48;11 – 01;17;15;19
Jordan Berry
If you want to awesome secret sauce, get that from the digital marketer, get your marketing in line. Cracking the whip. I like it. We got another segment called Pro Tips, Travel Tips and Pro Tips is for the newbies out there who maybe yourself just over a year ago you know in that little like three week period where, you know, you went from like, hey, I should buy a to I just bought a laundromat.

01;17;16;25 – 01;17;27;01
Jordan Berry
But anybody who’s in that gap, whether it’s three weeks or 30 years, whatever it is, you got any tips for the newbie? Something you feel like they should know beforehand or do beforehand for they buy their first laundromat?

01;17;28;09 – 01;17;50;29
Jono Santamaria
Yeah. I just make sure that we have a really strong network and obviously don’t sign anything before I use to have a lawyer. That’s probably the best. They then sign a contract to sell until I looked at it and I’m giving you advice. But outside of that, like the legal team came from a friend, like there was a recommendation from a friend.

01;17;51;13 – 01;18;18;10
Jono Santamaria
So talking to you, networking and the fact that you’re really keen on buying a laundromat and bringing in people with skills that you don’t have. So if you’re an accountant that wants to buy a laundromat that is doesn’t know anything about digital marketing, talking to someone who does or stuff about digital marketing, if you’re a person who knows about marketing but has no idea about how finances work and can’t analyze a deal, talk to someone who’s really good at finance and analyze the data.

01;18;18;11 – 01;18;26;14
Jono Santamaria
Make sure it’s worth it. And then to see you have your team set up before you actually go in to make the purchase.

01;18;27;29 – 01;18;54;18
Jordan Berry
Yeah, well, yeah, I like that little piece of advice. Straight from your own personal experience. Get the lawyer involved early. Don’t. Don’t wait. Not all in. Are not all sellers are going to be, you know, quite so accommodating all the time. But yeah, great a piece of advice. And, you know, I love the networking advice. I mean, that is something that, you know, for me, it’s one of my big things that I’ve been learning since.

01;18;54;18 – 01;19;14;10
Jordan Berry
Doing a lot about resource stuff is just the power of the network and knowing, you know, and different people, even knowing people who know different people, you know, those so-called super connectors who, you know, whenever you’re like, man, I wish I knew somebody who knew digital marketing. And you know, I can say, Hey, yeah, I’ll talk to John.

01;19;14;13 – 01;19;35;00
Jordan Berry
He knows his stuff. It’s what he does for a living. Right. Or I need a lawyer in, in Melbourne. Hey, talk to John now because you know he needed a lawyer too and didn’t get one in time, but now he knows a good one, right or whatever. Right. So even though what people who know people is a good to get on the last segment I have for you or the last question.

01;19;35;00 – 01;19;49;08
Jordan Berry
Well, second the last question I have for you is, I mean, we’re a laundromat resource here. So do you have any resources that you recommend to people to help them grow their business or their themselves personally?

01;19;50;16 – 01;20;18;16
Jono Santamaria
Yeah, I mean, all of the resources that people named who come on this show. So folks like rich dad, poor Cash Flow Quadrant are really great to help you get into a good investment mindset or at least understand the type of investing that you want to do. There’s another book I really liked called The Resilience Project, which was written by a guy who lives in Melbourne.

01;20;18;16 – 01;20;55;03
Jono Santamaria
He’d been calling back and that’s a really good book that talks about gratitude, which again, just like having been in business, things can get really stressful. So being good at gratitude, you remember, to put things in perspective is really important. And then also there’s a podcast called Deal and Friends where it’s a way to show an athlete who interviews really high achieving people or really high functioning people.

01;20;55;26 – 01;21;27;21
Jono Santamaria
And two of those episodes, one is an interview with a guy named Ben Kroger who worked for Nike and help brand athletes. So I think like LeBron James and Tiger Woods and their brands that they’ve built and he works with athletes now to separate the persona from them as a person. So that podcast is super interesting and you know, it’s business side of separating the John the laundromat owner from John and the person.

01;21;27;21 – 01;21;52;07
Jono Santamaria
And so being able to go and hang out my friends and family and not be the laundromat owner when I’m there and they present with them, it’s super important to me. And then the second one from the podcast is an interview with Emma murray, and she is a mental wellness coach, so she works with like Formula One drivers and other elite athletes on wellness and perspective.

01;21;53;03 – 01;22;06;11
Jono Santamaria
A People have to make it really split second decisions that have really high impacts in terms of the elite sport and being able to help people sort of bring that back and take a lot of pressure away. That’s a really interesting conversation.

01;22;07;06 – 01;22;27;09
Jordan Berry
Yeah, that’s awesome. That’s awesome. I’ll link to the podcast deal and Friends, DUI, Elle and Friends. I’ll link to that. I was looking it up why you while you were talking about it looks really cool. So I’ll link to that podcast or I’ll link to the books that he mentioned. Rich Dad. Poor Dad. Cash Flow Quadrant Resilience Project.

01;22;27;17 – 01;22;31;07
Jordan Berry
Resilience Project. Is that written in English or Australian?

01;22;32;07 – 01;22;35;23
Jono Santamaria
It’s narrated in an Australian.

01;22;35;23 – 01;22;36;02
Jordan Berry
Okay.

01;22;36;12 – 01;22;42;11
Jono Santamaria
What? The guy who wrote it, it’s his story and he tells it. So it was great.

01;22;42;18 – 01;22;59;01
Jordan Berry
It’s awesome. Okay, so if you get the audio book, just make sure you’re fluent in Australian so that you can understand it there or get the translated copy knowledge getting. Yeah awesome awesome resources recommended. I’ve not read the resilience products. I’ll have to pick that up and get it. And I have not listened to Dylan French, so I’m going to go check that out.

01;22;59;21 – 01;23;13;26
Jordan Berry
In particular, those two episodes and again I’ll link to that in the show. Notes are free on YouTube. They’ll be down below in the description. So make sure you check that out. Last question I have for you before I tell you how great you are, which you are great, which I got to tell you about in a second.

01;23;13;26 – 01;23;30;17
Jordan Berry
But last question I have for you is, hey, if people are listening to you right now and there is impressed by you as I am and and what you’ve done in this business or they just want to connect with you or ask you a little bit more about owning a laundromat or owning a lot about in Australia or whatever.

01;23;30;17 – 01;23;34;02
Jordan Berry
They just want to connect with you. What’s the best way them to get in contact with you?

01;23;35;04 – 01;23;50;27
Jono Santamaria
Yeah, I’m happy. Have people to reach out on LinkedIn or connect with people on LinkedIn. If they want to see what’s going on, they can follow Neda’s launderette on LinkedIn or connect with me this my name and no formulated.

01;23;52;21 – 01;24;15;07
Jordan Berry
Call and I’ll I’ll have a link to that too, so you can go connect with them on LinkedIn and man, you know what, you’re awesome. No, seriously, like, super good. This is so cool to hear your story about. I’m still I’m still dial after that. You just after like 3 hours, you’re like, yeah, I’ll buy a laundromat. And then three weeks later, like, yeah, let’s do it.

01;24;15;07 – 01;24;55;22
Jordan Berry
We’re in, you know, and, and I’ve gone and you know, within a year have tripled that business that’s seriously in all genuineness. Like I know I’ve been joking about you being upside down and, you know, having a weird accent and saying weird words and stuff, but seriously, super impressive stuff. And I really appreciate not just coming on to share your story, which was awesome, but also coming in to share the you’ve picked up along the way and how you did what you did and given some really I mean, I took almost three pages, full pages of notes, which I don’t do that often just from things that you’ve been saying.

01;24;55;22 – 01;25;10;14
Jordan Berry
And three page is a pretty big deal. So thanks for sharing so much wisdom, so much good stuff and being so generous with your with your time and your information, your experience, your wisdom, your beard, which is fabulous. Thanks, man. Appreciate it a lot.

01;25;11;07 – 01;25;27;27
Jono Santamaria
The decision and like it was for me in the laundromat community, thanks for setting this awesome resource up. Know a lot of what I’ve learned that in the store came from listening to the podcast and now hopefully more people can benefit from it in the future.

01;25;28;17 – 01;25;49;26
Jordan Berry
Yeah, yeah. Well, talk about those like compounding things where you throw, you know, you put stuff out there and it just pays dividends like this interview’s going to be one of those compounding things in this industry that that helps people kind of going forward. So thank you for the kind words about the podcast and what we’re doing over here.

01;25;49;26 – 01;26;01;04
Jordan Berry
And thank you for helping us compound the success of anybody trying to get into this industry or anybody trying to find their own success in, this industry. Appreciate you a lot, man.

01;26;01;26 – 01;26;03;10
Jono Santamaria
Been a pleasure, mate. Thanks so much.

01;26;03;12 – 01;26;15;10
Jordan Berry
All right. We’ll do some more stuff against you. We’ll have to get you back on before your 40 to see if you’re on track to hit your hit your goal there. We got some accountability to be had on this podcast here.

01;26;16;13 – 01;26;16;27
Jono Santamaria
Kind of way.

01;26;17;03 – 01;26;38;24
Jordan Berry
Okay. I hope you love that episode with because man, so much good stuff. But as always, I encourage you to take one thing and put it into action this week. For me personally, just the one concept that he talked about that really resonates with me. I’ve seen it in my life and I just have to keep reminding myself of it, but it’s just concept of incremental gains, right?

01;26;38;24 – 01;27;06;04
Jordan Berry
Doing the small things right and getting incremental gains. And then when you look back and you’re able to do that consistently and you look back, you see just how far, you’ve come just by stacking those incremental gains on top of each other. So whether that’s in your term at business, whether that’s in your personal life habits, whatever, you know, for me, I just signed up for an Iron Man and not just for an Iron Man, but an Iron Man in this France.

01;27;06;14 – 01;27;25;08
Jordan Berry
And I am like looking at the Iron Man and I’m like, Holy cow, that’s crazy. But I have to rely on this concept of incremental gains, do the work leading up to it, and, you know, cross my fingers and hope I can cross that finish line. All right. So whatever it is for you, put something into action this week, maybe go shared on the forums.

01;27;25;08 – 01;27;47;07
Jordan Berry
A lot of my resource that comes out forums and man, I’ll see you next week on the next episode of my resource podcast. Peace!