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August 2007
Lorene Tortolo [founder/owner/mom] with her 4-year-old daughter.
what is keepingHOUSE?
keepingHOUSE is an environmentally-conscious residential cleaning company based in Toronto, Canada. For busy households, keepingHOUSE offers an all-encompassing approach to housekeeping providing a quality, detailed and environmentally responsible range of housekeeping services. Our services include: initial consultation, occasional green cleaning, regular, weekly or biweekly green cleaning, organizing and purging, referral of related household services – local like-minded businesses
Our philosophy is A HEALTHY HOME = A HEALTHY HOUSEHOLD.
what is the story behind your business name?
Trust, integrity, green and clean was the main criteria that needed to be met when considering company names. keepingHOUSE offers a range of housekeeping services and is not limited to the “maid” service, therefore, the name needed to reflect a broader scope and longevity. The opportunity to brand perhaps a product line in the future was also considered. The logo needed to appeal to women, who are busy yet concerned about the health issues that surround us everyday with respect to making healthy choices for our families and the environment. After months and literally thousands of sketches, drafts and conversations, my husband’s determination and creativity produced the final logo design, text and icon.
how, when, and where did keepingHOUSE come to life?
keepingHOUSE began to materialize in November 2006. Months of market research and years of soul searching is how keepingHOUSE came to life. The hire of a housekeeper by busy professionals residing in the GTA, is no longer considered a luxury, it is now a necessity to many. As well, I began to learn that this industry and the main target market are experiencing a healthy rate of growth in the GTA. The GREEN aspect was inevitable as I tackle one home at a time, I will educate and make clear that by green cleaning, we have everything to gain.
how did you learn to do what you do?
My mother was the ultimate keeper of the home. She “kept house” with pride and a sense of enjoyment. Truly; this I remember growing up in the 1960’s. Her life was her family and her home. She taught me how to wash and iron my own clothes; she taught me how to use club soda to remove stains and to soak a messy pot with baking soda overnight to loosen the baked on grease. I guess I wasn’t all that interested at the time, but somehow this stayed with me. When it comes to green cleaning, I continue to learn new tricks all the time. That’s how it works; one solution leads to another. The skills I acquired throughout my career, gave me the experience to launch and run my own business.
what makes your product distinct and unique ?
- Holistic approach to keeping house
- Quality, detailed and health conscious service at a competitive price
- Related business partnerships ie air quality testing, eco friendly dry cleaners
- Focus on health benefits
- Certified staff
- Bonded and insured staff
- I maintain a hands on approach
who is your service for?
keepingHOUSE is ideal for:
- 2 income households with and without children who have the means to “buy back some time”
- Affluent seniors with disposable income
- Young working professionals with disposable income
- Corporations who recognize the significance of work/life balance
what inspires you to do what you do?
A strong desire to satisfy my needs as well as make a significant contribution to society. One thing I know for sure is that you can attain anything in this life if you simply keep trying. It’s an equation; must have = will achieve. Take this literally when considering a new venture or setting a goal. If in your soul you know you can’t settle for less, you will find a way to realize your dream.
what did you do before keepingHOUSE?
I spent the last decade of my career developing and integrating systems, planning, structuring, executing, prioritizing, assisting, scheduling and generally "getting things done". As Special Events Manager and as Company spokesperson for it’s Environmental efforts, I spearheaded, promoted and executed numerous events resulting in raising awareness and money for National and local campaigns such as Environmental Defense Canada, Habitant for Humanity, Evergreen Foundation and Interval House.
how do you market and sell your servicess?
I market my service by selling the benefits, not the features. My marketing strategy will remain lodged deep within the confines of my business plan but essentially, I network, I advertise and I depend on referrals. Please see my website for details about our referral program incentive.
what kind of support system and support network do you have to help you integrate your life as a mom, mom in business, and woman?
I depend on babysitters, friends, and at times I have hired the regular help of a nanny. This is one of the most challenging issues that I face. My daughter is now almost 4 and will be fully immersed in JK this coming fall.
I am always in need of a qualified graphics service and printing. Finding a strong freelance bookkeeper whom I trusted was challenging. I appreciate service providers who come to me. On the personal side, I’d love a hairdresser who would provide this service in my own home. Time is key when you take on so much responsibility. Time driving, finding parking and waiting can add extra stress on a Momtrepenures already hectic schedule.
what or who helped you launch your business?
The Self Employment Benefits Program supported by Service Canada which is a great program that anyone can apply for if you have been on maternity leave within 5 years of applying.
My husband who is my sounding board and often contributes.
Family and friends whose opinions I also value.
what are the 3 words that you would use to describe yourself as a mom in business?
- strong-willed
- master of multi-tasking
- excellent time manager
what are the 3 (inanimate!) things that you couldn't live without as a mom in business?
- flexibility & control to balance and prioritize my own schedule
- the emotional suppot of my husband who reminds me that "I can do this"
- quality time with my precious daughter who underlines my work and beliefs everyday and quality time for myself
what are the 3 greatest challenges that you face/d as a mom in business ?
- Starting a business from the ground up means that you wear all the “hats” for months, likely years. You are the marketing manager, the bookkeeper, the controller, the VP of sales and much more. In fact, when I was considering my official title for print and media purposes, I wasn’t sure ….. I am the President but that sounded so pretentious.
- Another challenge I face is leaving work behind… when it’s your business, you don’t walk away from it at 5:00 pm. I work late into the evening or very early in the morning, at the cottage just to complete what’s on my plate, but I do enjoy it.
- Often, the perception when you work from home or are starting your own business, is that you aren’t really working. Family and friends will often perceive what you do as easy or simple and not take you seriously especially in the initial stages. It’s critical that as Moms in Business we set our boundaries and let our families know that what we do is as important and relevant as what they do working outside the home. Our children must learn that even though we are “home”, we may not be available to play. The daily household chores and many other responsibilities of family must be tended to as well as the business. My mandate is that I’m actually not “super” woman, I get done what I can by prioritizing and then I ask for help with the rest.
finally, what would you advise a mom who is thinking of starting her own business?
Be passionate about the product or service you plan to offer. Be determined, have a clear vision, do your research, create a business plan. Believe in yourself, ensure it’s a viable business opportunity and that you are qualified. Remember, Rome wasn’t created in a day!
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founder/owner: Lorene Tortolo
telephone: 416.827.6162
email: lorene@keepinghouse.ca
website: www.keepinghouse.ca
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would you like to be our next featured mom in business? if you have a product or service that caters to moms or babies, or is kid-friendly, or family-oriented, you could be our next featured mom! each month, mom2mom toronto spotlights a different mom and business on our website and newsletter -- click here for advertising cost and for more details.
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did you know...
- that investing in building your online reputation through articles and online networking groups is one key ingredient to your success as a mompreneur?
( from © The Globe and Mail." Stay-at-home Moms Stay the Business Ccourse," by Roma Luciw. Saturday, March 3rd 2007 )
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