SmartCompany50 rank: 4
Revenue: $3.4 million
Growth: 143%
Founders: Jim Cornish, 36 Stewart Nicholls, 33
Based: Sydney
Employees: 70
Industry: Personal
Website: www.ecowash.com.au
Washing your car uses 180 litres of water per wash. Time-poor and water-conscious car owners want a better way to keep their cars clean. Former race and rally car drivers, Jim Cornish and Stewart Nicholls (right), obliged with an innovative European technology that used a 2-1 biodegradable wash and polish that is sprayed on the car’s exterior. Surface dirt is then removed with a soft cloth.
Car washing and detailing was a cottage industry and was ripe for development. “No one had really made a mobile car detailing business work efficiently or truly used the leverage of a strong brand, corporate image and service delivery system. This suited perfectly a franchise system,” says Cornish.
The pair, who developed the business from home, ran the first site themselves to refine the business model. Now they have 42 franchisees operating 50 mobile washes across Australia washing cars seven days a week. All franchises are profitable, Cornish says.
The service does not just appeal to individual car owners: other clients are Hyundai, Toyota, Lexus, Honda and Ford. Being waterless and not needing access to power, the service does not have the usual OH&S constraints, which means cars can be washed in the street or in the showroom.
The company claims to have saved 25 million litres of water since starting in 2004.
Australian weather has also spawned some other innovations that are now used in Saudi Arabia, including the world’s first hot weather waterless car wash and polish.
They have also developed an aluminum polisher for vehicles (for bullbars in 4WDs and trucks) and protection products for carpet and leather, which has also led to a new income stream for franchisees. There is a franchise churn rate of less than 10%.
Ecowash has developed loyalty programs with companies that are keen to show their environmental credentials to their employees and take advantage of a discount.
Ecowash is expanding into the Middle East and Europe with up to 20% of revenue coming from exporting. Launches are confirmed for Greece and Jordan, and are likely in Canada, Egypt, Romania and the US.
Key success factors:
- Take a cottage industry and professionalise it with strong branding
