Mike Hogan
October 26, 2008 by admin
Hogan’s Carpet & Upholstery Cleaning &
First Call Emergency Water Removal
Stormville, New York
Give us a little back round on yourself: Married, Children, Age, and Hobbies/Activities you and your family participate in?
I’m 53 years old,married to wife Janice for 27 years…….3 children Michael 23,Jamie 21 and Jillian 20. I love boating and fishing.
Tell us how you got started in the biz, when and why.
Been in the restaurant business since 1977……….you are a slave to a set of keys. Always did well in the business,got tired of the business cycles,employee issues,etc. In 1995 a friend who was in the carpet cleaning business suggested I give it a try. I WAS HOOKED!! Amazing profit margins compared to the restaurant biz, a lot more freedom and I found it easy to get work,as I have always been a student of marketing and customer service. That was the easy part. Method was another story………started with Von Schrader low moisture. Built a respectable base with it. However, I started to feel like “something was missing”. Bought a Recoil portable and noticed a difference in production and results. As biz was growing I got a slide in tm to increase production even further.
We have an office outside of the house,where we also clean Oriental and area rugs. Office mgr.Traci,as well as my wife Janice run the office. My son Michael and tech Anthony run Butlers………….we have a Bane as backup. We have a pickup and 18’ trailer for water damage. 2 part timers available for commercial work and water damage. My brother in law Joe has also jumped in part time. He is a contractor. Great to have his knowledge and input on water damage and mold situations where tear out is necessary. Our cleaning market is primarily residential,upper middle class. We offer carpet and upholstery cleaning,tile and grout cleaning. Mold/sewer remediation and water damage.
What are your biggest strengths and weaknesses in business?
I’m a fact finder,an information junkie………I also know my numbers pretty well, which is a huge key to our success. Knowing the cost of doing business as well as analyzing returns on marketing keep us profitable.
Weaknesses……….I tend to procrastinate………..I also get bored easy, always wanting to move on to something new.
If you could start over at day one, what would you do differently?
Not wasted money on chemicals/methods advertised by bb salesmen. Would have talked to more end users, which is what I do now.
Finance/Real estate/mortgages
Where do you see your business in 2 years, 5 years, and 10 years?
Since I’ve been off the truck for about 5-6 years,getting my son Michael more involved with the mgmt. end of things in the next 2 years,especially as we grow with water damage.
5-10 years I see us getting more involved with higher margin activities. Tile and Grout is a market we have not pursued as we should have. Great returns. Water damage and mold remediation also higher dollar returns. Will continue to clean carpet for repeat and referrals…..will not look to grow that end however.
What has been the biggest surprise, good or bad, since you started?
Biggest surprise were all the fine programs available to the industry. Been to Strategies for Success, member of Joe Polish mktg.group, have all Howard Partridge materials, member of Kurt Bolden’s Xtreme Team as well as member of More Floods. All these systems help to shorten the learning curve.
What is the most important thing you will be adding, doing, changing in the next year for you business?
Going after more commercial work……..more tile and grout.
What is your ideal job that you would take everyday or want more of?
Networking…………….I love it!
Do you feel you spend too much, too little or just the right amount of time on your business?
Since I like to fish……..I delegate a lot, lol. Systems in the business have allowed me to step away when I want.
Tell us about your best and worst job you have done.
Worst was a sewer backup 2 weeks ago…….the job from hell. Slipping and sliding in you know what all night long………thank God it pays well. Customer let her 2 dogs in the basement and they were tracking crap all over her upstairs area.
If you had to choose one thing that has been the most important tool/resource/decision in your business what would it be?
Getting educated in marketing…….getting off the truck and owning a business, not a job.
What will be the next thing you want to get: Employee, Truck, Salesperson, Secretary, Tool, Equipment?
Got all the toys…….just need to grow more.
What do you most enjoy about this business and hate about it?
I like helping people, being their problem solver. I don’t hate anything about it.
Any words of wisdom for someone looking to get into this field of business?
Go to classes and learn your trade well. LEARN TO MARKET!!!! Don’t buy anything until you speak to end users first. If possible, travel and try the equipment first. Don’t fall into “bigger is better” take baby steps with your money.
Last but not least tell us something about you that would surprise us to know.
Love to BBQ……..I have a Cookshack smoker as well as a Weber. Would like to get into BBQ competition.
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