I Built a Laundry Business Worth Millions; Founders Need These Skills

When most people think about entrepreneurship, they envision hoodie-clad coders building the next tech unicorn. My startup story? It began with dirty socks and a delivery van.

My unusual passion began in my freshman year of college when I started running a laundry pickup and delivery service called Wake Wash. The business was a success, but when graduation approached, my partners wanted to pursue investment banking. Not wanting to be branded as the embarrassing “laundry guy,” I sold Wake Wash for $200,000 and reluctantly joined the corporate world.

Management consulting pleased my parents and offered me great colleagues, but it was soul-crushing work. By late 2015, I had quit to launch 2ULaundry, a business inspired by the surge of on-demand services like Rover and Instacart. I thought, “Someone is going to revolutionize laundry and dry cleaning. Why not me?”

In less than a decade, 2ULaundry has become a multimillion-dollar enterprise. We secured about $33 million in funding and established 29 laundromats nationwide.

Here’s what I think all entrepreneurs need to know.

First, you have to ignore shiny object syndrome

I could never have imagined that my embarrassing college side hustle would grow into a nine-figure business. But by rejecting the conventional corporate path and mustering up the courage to forge my own, it did exactly that.

My advice to any aspiring entrepreneurs is to ignore “shiny object syndrome” and think independently. Your idea doesn’t have to be the most groundbreaking, but it must solve a genuine problem.

Sometimes, the more “boring” businesses that aren’t shiny have more stability.

From there, consider what truly motivates you. Is it developing new skills, creating a side hustle while maintaining your day job, achieving financial independence, being a digital nomad, or building a legacy for your family?

The entrepreneurial landscape offers many opportunities, from franchise ownership to real estate investment to creating digital products. The key is to find a balance between market opportunities, your personal passion, and honesty about your time and financial constraints.

Cultivate resilience and be adaptable

Entrepreneurship resembles a hero’s journey filled with late nights, sacrifices, and disappointments. Yet I believe people find greater fulfillment, learning opportunities, and societal impact as business owners than as employees.

Working for myself has provided me with purpose and fulfillment far beyond anything I experienced in the corporate world working for someone else. However, success requires extraordinary resilience. Most aspiring entrepreneurs quit when the going gets tough.

I call this mindset “cockroach mode” — the ability to survive and persist when others quit. This is often the difference between failure and success. The entrepreneurs who are ultimately successful aren’t always the most innovative or brilliant; they’re the ones who refused to abandon their vision or quit when difficulties arose.

Equally important is the willingness to pivot. With 2ULaundry, we pivoted three to four times. What began as a marketplace connecting customers with gig workers who collected their laundry ended up evolving into a physical laundromat franchise with hundreds of delivery vehicles and locations nationwide.

Redefine success on your own terms

Today’s culture worships entrepreneurial celebrities like Warren Buffett, Mark Cuban, Elon Musk, and Jeff Bezos for their wealth, influence, and success. But the true prize isn’t necessarily becoming a billionaire; it’s controlling your destiny and building something meaningful.

I’m incredibly grateful I took a chance on myself by leaving my unfulfilling desk job to pursue entrepreneurship.

The entrepreneurial path isn’t easy, but it offers unparalleled opportunities for growth and financial independence. Whether your venture becomes a popular local business or a multinational corporation, the courage to bet on yourself and create a life on your own terms will serve you for a lifetime.

Alex Smereczniak is the cofounder and former CEO of 2ULaundry. He’s now the cofounder and CEO of Franzy, a platform for franchise discovery and acquisition. Connect on LinkedIn.