Blog Post
72. Vicky Whiter & Claire Gill, Peters’ Cleaners - Dry cleaning: sexy & investable?
#B2C #crowdfund #regional #marketing #heritage #strategicplanning #storytelling #exitstrategy
Vicky Whiter acquired and transformed a struggling heritage dry cleaning business after she saw potential where others saw challenges. The business had a stellar reputation but suffered from poor marketing and a lack of awareness.
She initially self-funded and had friends and family invest while she replaced physical locations with lockers. She wanted to solve the challenge she had faced in her busy corporate career: the dry cleaner never being open at the right time or place.
Vicky brought on Clare Gill, to take charge of all aspects of marketing, and help take the businesses to the next level. One of her objectives was to “make dry cleaning sexy” and inject life into the brand ahead of their crowdfund which she did with attention-grabbing tag lines such as, “drop your trousers”.
In this episode, Vicky and Clare highlight the power of strategic planning and storytelling to secure the right investment partners and control the destiny of your business. Tune in to unravel the journey of making dry cleaning sexy and investable!
- Why you should consider your exit strategy at the start
- The art of warming up investors before a crowdfunding campaign
- The importance of investing in marketing
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