WASFO Laundry Solutions

Co-founded and led WASFO Laundry Solutions with the goal of transforming a failing laundromat into a modern, scalable, and profitable operation. Over six years, I built the business into a multi-site, tech-enabled laundry and dry-cleaning company serving thousands of residential customers and over 30 commercial clients. The company featured B2C pickup and delivery, B2B hospitality services, and a strong focus on operational excellence — culminating in a successful strategic acquisition.

Acquired a distressed laundromat and rebuilt the operation from the ground up. Introduced 24/7 service, upgraded infrastructure, and implemented SOPs that supported consistent, scalable performance. 

Launched and scaled both B2C and B2B verticals — including route-based residential pickup & delivery and commercial laundry services for hotels, spas, restaurants, and gyms. 

Digitized workflows using CRM systems, scheduling software, and automation tools to streamline logistics, enhance customer communication, and improve operational visibility. Led the development of a custom mobile app for route management, enabling real-time tracking, optimized delivery efficiency, and better driver coordination. 

 Recruited, trained, and led a team of over 30 employees across operations, logistics, customer service, and support. Built a performance-driven culture rooted in ownership and accountability. 

Created and executed a comprehensive branding strategy that transformed an unknown neighborhood laundromat into a recognized and trusted brand in the Miami market. Developed a clear brand identity centered on reliability, premium service quality, and a customer-first experience — all tailored to the unique expectations of both residential and commercial clients. 

Scaled the customer base to over 5,000 active residential clients with a strong retention rate. Built long-term relationships with over 30 commercial accounts through reliability, customized service, and clear ROI. 

Used customer insights and performance analytics to continuously refine operations, marketing, and product offerings — driving over 30% increase in profitability year-over-year. 

Positioned the company for acquisition by developing strong financials, recurring revenue streams, and operational systems that made the business turnkey for the buyer. 

From ideation to exit, I led every phase of the company’s life cycle with a clear growth strategy and hands-on execution. 

Created infrastructure that supported scale and predictability in a resource-constrained environment. 

Built offerings around real needs, using direct feedback and market data to shape services. 

Opened and maintained profitable commercial accounts while scaling recurring residential revenue.