Interview with Samrat Goyal, Founder at Broomberg

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[This interview is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

 

Many of the world’s great startups are built on personal experiences. One more to add to that list is Broomberg which was founded by Samrat Goyal when his brother’s house caught fire and they were not able to find a good cleaning service provider for getting the house cleaned-up after the fire was extinguished. Broomberg is a complete deep cleaning service provider for homes and offices. You can visit their website to book cleaning services or call them on their number 8010104040. The rest will be taken care by them. They offer a complete range of home and office cleaning services and also specialized services like Sofa Cleaning, Carpet Cleaning, Mattress Disinfection, Bathroom Cleaning, Kitchen Cleaning, Car Cleaning etc.

Samrat Goyal, an LSE graduate, started this company with his childhood friend Ishan Baisoya in New Delhi and they are currently providing services in the NCR region only. They have a team of more than 70 professionally trained cleaners who come equipped with all the essential tools for providing a professional cleaning experience to their customers.

What motivated you to start the company and what is it all about?

The idea of starting a home cleaning services came from a personal experience. There was a fire in my brother’s home in Mumbai. He had to call the fire brigade and after they left, the entire house was in a mess with water and soot on  floor, walls, cupboards etc. It was practically uninhabitable and needed to be cleaned immediately. But it wasn’t an easy job. My brother tried calling various cleaning companies and most of them simply refused claiming that they cleaned only during Diwali or other festivals. Finally, he came across a company which sent two labourers to clean-up the next day. These people were not trained at all and did not carry any equipment with them. This accident made me think about the opportunity that professional and efficient staff could offer in the cleaning space.

What is the current Team Size?

We are a team of 84 people, comprising of 14 individuals in the management team and 70 in the cleaning team.

How did you hire your initial team?

We started small. Early recruitment was through references and we were lucky to find the right management team through friends and family. For the cleaning staff we started with just one individual who referred everyone else.  

Which recruiting channels work best for you? Referrals/Job Boards/ Staffing Agencies?

For hiring cleaning staff we initially put posters to call people for interviews. The word soon spread as we were offering challenging work and there was learning involved. For recruiting the management team, posts on relevant pages on Social Media is a good way. We hire our interns using internship portals like twenty19.com and letsintern.com.  

What are the key factors that you look for in a potential candidate?

Cleaning staff should be honest and hardworking. We recruit only credible people who have all the original documents so that they can clear police verifications for the safety of our customers. We are pretty choosy when it comes to hiring cleaning staff and only 10% of those who apply for the position of a cleaner make it through.

For management staff, an important criterion is that the person should share our passion toward building the company.  

According to you how much is the competition in your vertical? How big is the industry? Who all are your competitors and what are your views on them?

The home cleaning industry has very good prospects and gives an opportunity to address a 5 Billion Dollar market. The industry is nascent and competition is still taking shape. We are one of the first movers and have maintained a strong position so far.

What are your marketing strategies? Do you take help of Social platforms to promote? Which channels have been very effective? Which marketing channels have been super flops?

Right now we are pretty big on Digital Marketing Channels like paid advertising on Facebook & Google which is working well for us. We also started advertising on Instagram recently and are ready to try any channel as long as there is good ROI.
At the moment the channels that we have selected are working out for us. Some offline methods like posters and on site activations haven’t quite worked that well.   

What has been your experience with paid marketing channels?

They have so far worked for us. When it comes to Digital marketing, the best way to advertise are paid marketing channels.

Can you elaborate on the Challenges in promoting your website/ App?

For any website the biggest challenge is to get traffic. We use paid advertisements to drive traffic to our website and optimise for conversions as getting leads are most important. We are pretty big on content marketing and have a blog called the ‘clean living blog’ in which we share tips on home improvement, housekeeping and fun things. This helps us get a lot of organic traffic to our site, visits that we try to convert to new customers.

Based on your experience would you have any advice to new Entrepreneurs/Startups?

For me entrepreneurship is about building new things. Keep innovating, be patient and do not cut corners just to save a little bit of money.

 

[This interview is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

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