Sparkle The Cleaning Service

Client
Sparkle The cleaning service
Industry
Startup
Service
platform development

01.Overview

Sparkle The Cleaning Service had spent a decade building a residential cleaning business in the Detroit market, but the industry model was broken.

Cleaners were doing backbreaking work for a fraction of what customers paid, and customers had no easy way to find and trust someone coming into their home.

Zavieus Hogan came to SoftDoes with a clear vision: a platform that would cut out the middleman, let cleaners earn the majority of what they made, and give customers a subscription-based marketplace with verified, insured professionals.

The result is a two-sided booking platform built for long-term loyalty on both sides of the transaction.

"I wanted to come in with 10 toes down, pretty much ready to run."

-Zavieus Hogan, Founder, Sparkle The Cleaning Service

02.Client background

Sparkle The Cleaning Service is a Detroit-area residential cleaning company with over 10 years of operating history.

Founded by Zavieus Hogan, the company began as a traditional cleaning service, deploying independent contractors to residential clients and generating leads through Google Ads.

As the industry shifted and lead quality declined, Zavieus identified a structural problem in how the cleaning industry compensates its workers and connects them with customers. That insight became the foundation for a new platform-based direction for the business.

03.Challenge & solution

challenge

Sparkle The Cleaning Service had built a successful cleaning business the traditional way, but Zavieus saw a ceiling.

The model had a core problem:

Cleaners were doing the hardest work and taking home the smallest share.
Customers had no reliable, trust-based way to find and vet independent cleaners online
Cleaners working under traditional companies earned as little as $20-25 per hour on a $150+ job
Lead generation platforms were either expensive, recycled, or unreliable
Cleaners had no affordable way to market themselves and resorted to time-consuming social media posting
The traditional agency model left cleaners with little control over their schedule or income
Google's lead generation platform, a primary customer acquisition channel, was discontinued

solution

SoftDoes built a two-sided subscription marketplace connecting homeowners with vetted, insured independent cleaners in their area.

The platform enables direct transactions between customers and cleaners, removing the agency layer and letting cleaners keep the majority of what they earn.

Customers search by zip code and browse insured cleaner profiles within a 10-30 mile radius
Insurance verification is built into onboarding, with expiration tracking on the backend
Booking triggers automatic calendar population and gives the cleaner the customer's contact info for a pre-clean introduction
Subscription tiers give cleaners access to enhanced profile features, including video uploads, for a monthly platform fee
Standardized pricing across service tiers creates a transparent, competitive marketplace for customers

04.Results

Sparkle The Cleaning Service launched a fully functional two-sided marketplace after more than two years of development, equipped to scale from day one.