Steam Dry Canada Franchise - Operations Manager, Philip Goodwin


Jun 24, 2015

Raised in Calgary, Alberta, Philip Goodwin was introduced to the cleaning and service industry at an early age. His mother, Rena Goodwin, worked her way up from a part time secretary to a regional manager for a national home service business. From the age of 7, Philip spent many hours at his mother’s office and as it turns out, the business seemed to have grown on him. Surrounded by a strong family with an even stronger work ethic, Philip’s role models demonstrated what it takes to be successful in any business… hard work, passion, quality product and customer service.

In 2002, while attending University, Philip decided that his path for the future was going to change. He decided to open Steam Dry Canada at that time and never looked back. Through years of hard work and being surrounded by a great team, Steam Dry Canada has grown to 5 corporate offices across Canada and is looking forward to significant growth with their franchise partners. Tell us about the Steam Dry Canada concept.

Philip Goodwin: Steam Dry Canada is a customer service driven residential and commercial cleaning business that can be run as a home based business. We provide our customers with carpet cleaning, upholstery cleaning, area rug cleaning and duct cleaning services. These services are performed with powerful truck mounted cleaning systems utilizing the latest in cleaning techniques and technology. The Steam Dry Canada carpet cleaning process is the recommended method of cleaning by carpet and rug manufacturers worldwide. In fact, Steam Dry Canada provides warranty cleaning services for one of Canada’s largest flooring installation retailers.

BTB: How and when did you become involved with Steam Dry Canada franchise?

PG: In 2002, I was attending university with a goal of obtaining a degree in business. After some serious thought into my future and what I wanted out of life, my direction changed. I concluded that now was the time to start my own business and I did not need a degree to start this process, so I took a break from my school education and enrolled in real life education. I started Calgary Steam Dry in August of 2002 in my parent’s garage with one truck and a vision of growth. Within 3 years, we had 5 service vehicles on the road in Calgary and 13 years later, we have corporate offices in Vancouver, Calgary, Edmonton, Winnipeg and the GTA.

BTB: What was your background prior to joining Steam Dry Canada?

PG: From an early age (6 years old) I was introduced to the cleaning business through my mother. She was a regional manager for a large carpet, upholstery and duct cleaning company. I used to help out in the shop (probably play more than help) when I was young and without being aware of it, I came to understand the concept of the cleaning business. My mother was and is a very hard worker, so I spent a lot of time at her office. At the time, I did not realize the impact it would have on my future. Fast forward..,while attending school, I worked in a high end retail store as a sales associate. The time spent in this position taught me the importance of customer service and how to retain customers with a quality product delivered in a professional manner. I implemented this concept into the Steam Dry Canada business process to differentiate us from our competition. It’s not just about the cleaning results, it’s about the process.

BTB: What are some of the advantages in being a Steam Dry Canada franchisee?

PG: Firstly, support. Our franchisees will receive support from a team that has decades of experience in this industry. Secondly, a proven system. Steam Dry Canada has operated in other markets successfully other then the head office and with our proven marketing, business and cleaning process, we continue to see tremendous growth year after year. Thirdly, a Communications Center. This a professional call center that is corporately owned and located in Calgary. A franchisee can take the time to grow their business instead of being drowned by it. Our Communications Center is open 7 days a week and will handle all inbound calls, outbound calls and scheduling for our franchisees whom will have real time visibility on their software system. Lastly, as a Steam Dry Canada franchisee, you will have access to our system clients. Steam Dry Canada is the National Service Provider for The Home Depot Canada. We supply Home Depot customers with carpet, upholstery, area rug and duct cleaning services. This gives our franchisees access to grow their business in partnership with our system clients.

BTB: Who is your ideal franchisee?

PG:This person must possess the following attributes:

  • Self Motivated
  • Strong Work Ethic
  • Driven
  • Strong Communication Skills
  • Leadership Qualities
  • A Passion For Customer Service
  • Lastly, A Person Who Is Willing To Put In The Time To Get The Most Out Of Life

BTB: Tell us a little about the carpet, upholstery and duct cleaning Market?

PG:The cleaning industry in North America is a multi-billion dollar industry. Typically, customers will have their carpets cleaned every 12-24 months and ducts cleaned every 2-3 years. Commercial cleaning customers tend to have cleaning services provided more frequently due to the traffic levels and usage… sometimes as frequent as monthly. A few key factors that provide an advantage to being involved in this industry are:

  1. Recession Resilient – The cleaning industry is not as severely impacted by down turns in the economy due to the average cost of a service. Cleaning is an inexpensive way to improve the environment in your home or work place.
  2. Cleaning Services Required – After renovations, after moving homes, moving out of a rental unit or the families coming over, cleaning services are always needed not only for aesthetics but also for maintenance.
  3. Build A Business That Keeps On Building – Steam Dry Canada has a customer retention rate that hovers around 85%. This means that your business will continue to grow year in year out by delivering a quality service in a professional manner.

BTB: What are some of the greatest lessons you’ve learned in growing this franchise?

PG: I don’t know if it’s something that I learned from the franchise process but I have learned something from being in business for several years. People are the key component in any business no matter what industry you are in. Treat your team with respect, treat them fairly and make sure that they know what they do day in day out is appreciated by everyone on the team.

BTB: Do you have a mentor and is their someone you use for inspiration?

PG:Unfortunately, I cannot narrow it down to one individual. I would have to say my mother and father for their devotion to family and extremely strong work ethic, my brothers for their leadership and guidance over the years ( they are 10 years+ older than me) and my wife for giving me stability and helping me to understand the importance of work/life balance.

BTB: What advice do you have for someone looking to acquire a franchise?

PG:Do your homework and be prepared. When starting a franchise, you are starting a new business so there will be a lot of hard work ahead of you and what you put in is what you will get back. Fortunately, with a franchise you will have a catalyst that new start ups don’t have because you are supported by a proven system. This is the benefit of becoming a franchisee, foregoing the mistakes that most companies make when they are starting out. Being a successful franchisee is all about execution. “Those who wait for tomorrow to get things done are always one day behind those that execute today”.

BTB: In your opinion, why do you think that Steam Dry Canada would be a great opportunity for someone?

PG:I love this question because of the impact this business has had on my life. With our proven system, our marketing strategy, our system clients and support from our team, an individual has the opportunity to develop a business that can provide a quality of life for themselves and their family that may be a challenge to do so when being employed by someone else. The opportunity to develop a business that makes money even when you are not directly involved with the day to day operations is the goal for any business owner. Otherwise, it’s just another job.