Progress Report

By Nicole Sherwood and Rich Sherwood

Clean Queen Car Wash owners Nicole and Rich Sherwood.

When we took over Clean Queen Car Wash in Holyoke a year ago, we knew we were in for an adventure. We had the skills — Rich, with his deep experience in automotive repair, and me, with my background in customer success and business operations. But no amount of preparation fully equips you for the real experience of running a business together as a couple.

Reflecting on our first year, we’ve seen incredible growth, faced unexpected challenges, and learned more than we could have imagined. Here are five things we did well — and five things we wish we had done better.

Five Things We Did Well

Customer Experience First. From day one, we prioritized a high-quality wash and detailing service. We listened to customer feedback and made adjustments to improve efficiency and satisfaction. The result? A growing base of loyal customers. We also introduced additional services, like family pricing and express interior detailing, to create long-term value and repeat business.

Investing in the Right Equipment. We quickly realized that outdated or poorly maintained equipment leads to inefficiencies and downtime. Investing in high-quality tools, staying on top of repairs, and proactively maintaining the machinery have minimized disruptions. A single breakdown can cost us hundreds in lost revenue, so preventive maintenance has been a key factor in keeping things running smoothly.

“A single breakdown can cost us hundreds in lost revenue, so preventive maintenance has been a key factor in keeping things running smoothly.”

Marketing and Social Media Presence. We made a strong push on social media with promotions, giveaways, and engaging content. This helped us gain traction in the community and bring in new customers, especially through targeted Facebook ads and seasonal campaigns. Our fall-themed ads and winter promotions helped drive membership sales and increase awareness of the dangers of salt buildup on vehicles.

Building Community Relationships. Hosting fundraisers, supporting local organizations, and engaging with the community has strengthened our brand and built goodwill. One of our proudest moments was raising $500 for Holyoke Youth Football. We’ve also worked with local businesses for cross-promotions, helping expand our reach while supporting others in the area.

Learning Every Aspect of the Business. Rich made it his mission to understand the ins and outs of the car wash. From mechanical repairs to customer service, knowing every aspect has allowed us to be hands-on owners and troubleshoot problems quickly. I focused on streamlining operations, improving customer retention strategies, and refining our service offerings. This hands-on approach has allowed us to stay lean and maximize profitability.

Five Things We Wish We Did Better

Work-life Balance. Running a business as a couple means work follows you home. We often found ourselves discussing operations at dinner or on weekends, which led to burnout at times. Setting clear work-life boundaries earlier — such as designated ‘no-business’ hours — would have helped us recharge and avoid unnecessary stress.

Financial Planning for Unexpected Costs. While we had a budget, unexpected repairs and maintenance issues caught us off guard. For example, when a major piece of equipment broke down unexpectedly, we had to scramble to cover the repair costs. A larger emergency fund from the start would have reduced financial stress and allowed us to handle surprises more smoothly.

Hiring and Delegation. We took on too much ourselves in the beginning. Trying to manage every detail left us stretched thin. Learning to delegate and trust employees sooner would have helped us focus on growth rather than just daily operations. We now understand the importance of hiring the right people and providing clear training to ensure the business runs smoothly without us having to be there 24/7.

“We took on too much ourselves in the beginning. Trying to manage every detail left us stretched thin. Learning to delegate and trust employees sooner would have helped us focus on growth rather than just daily operations.”

Better Systems for Membership and Promotions. Our unlimited membership program is a great value, but in the early months, we struggled with managing renewals, tracking customer accounts, and efficiently promoting it. Implementing a more robust system from the start would have saved us headaches and provided a better experience for our customers.

Clearer Communication as Business Partners. Running a business together is different from a personal relationship. We had to learn to separate emotions from business decisions and communicate more effectively about expectations and responsibilities. Early on, miscommunications sometimes led to frustration, but over time, we developed a clearer structure for dividing tasks and making decisions together.

Looking Ahead

Our first year was full of lessons, and while we’ve made mistakes, we’ve also built something we’re incredibly proud of. We’ve increased our customer base, established a strong local presence, and created a business that continues to grow. As we move into our second year, we’re focusing on scaling, refining our processes, and continuing to provide top-notch service to our customers in Holyoke and beyond.

To fellow entrepreneurs — especially couples diving into business together — our advice is simple: plan for the unexpected, communicate openly, and celebrate the wins (big and small) along the way.

Here’s to another year of growth, learning, and cleaner cars!

Nicole and Rich Sherwood are the owners of Clean Queen Car Wash in Holyoke.