At our latest Arden Enterprise Incubator Founder Friday session, a powerful conversation emerged from one of Arden’s own — an undergraduate who runs a business as a solo cleaner — running her own high-quality home cleaning service that leaves clients’ spaces spotless and stress-free.
She spoke candidly about her frustration: despite years of experience and a long list of extremely happy clients, she feels she is stuck earning £18 an hour because she competes with high volume competitors in the area. While she loves her work and the reward of satisfied customers, it's hard work, and she knows she’s worth more, given the feedback on her quality service.
Her challenge? How to grow — and how to make that growth sustainable.
Her question at Founder Friday sparked a discussion that hit at the heart of what entrepreneurship is about: rethinking value, not just adding volume.
We explored how she might reposition herself not just as “a cleaner” but as a specialist — someone who delivers a high-end, detailed, results-driven cleaning service for customers who genuinely care about outcomes.
Think of the difference between someone who mows lawns and someone who manicures gardens. It’s not about doing more of the same. It’s about elevating the offer and speaking to the right clients.
Repositioning means changing the conversation. Instead of selling “hours of cleaning,” she could start selling outcomes: spotless kitchens for foodies, pristine homes for busy professionals, or deep cleans for new mums or elderly homeowners. The emphasis shifts from time spent to peace of mind delivered.
The discussion on Friday highlighted how the difference between being an entrepreneur and simply selling a product or service comes down to mindset — it’s not just about what you offer, but why the client chooses you over anyone else.
Consider the shift in her value proposition: not just “cleaning,” but “home pride”; not just “immaculate results,” but “trust that the job is done exactly as needed”; not just “efficiency,” but “confidentiality and a dependable work ethic.” Each of these adds value to what’s being sold.
By defining her cleaning offer by the experience and outcomes her clients care about most, she will stop competing on price and start building real brand value.
But what about growth? We didn’t sugar-coat the challenge. Scaling a personal service business is tough — especially when your brand is built on excellence. Hiring others to clean the way you clean isn’t easy. Standards vary. Training takes time. And trust is earned slowly.
We looked at options: She could start by productising parts of her offer — for example, creating fixed-fee packages with clear deliverables, or offering premium one-off services like deep cleans for AirBnB holiday lets. These could be easier to price, market, and potentially hand off to trusted partners or staff.
All good ideas, but does this move from service to entrepreneurial mindset that can grow?
Through candid and thoughtful discussion, we reminded her — and ourselves — that growth doesn’t have to mean a big team or national reach. Growth can mean earning more per hour, attracting better-fit clients, and building a business that works on your terms.
Her story is one of hard work, pride, and ambition. And it’s exactly what Founder Friday is about: helping everyday founders think differently about what they already do — and where it could take them next.
Founder Friday is held online every Friday at 12 noon UK time.
All Arden students are welcome – no pitch deck required. Just curiosity, ideas, and a willingness to share and learn.
