Jake Johnson was born with the spirit of an entrepreneur.
From selling lemonade and handmade bracelets as a child to doing lawn care as a teenager, he knew early on that he loved going out, finding work and getting the job done right. Therefore, it’s no surprise that by age 19 – two years before graduating from Bethel University with a business degree – he’d already founded his own company, Minnesota-based Sisu Window Cleaning, with his partner Hunter Tanem.
“We just kind of dove into it that first year with a couple of ladders and our equipment,” said Johnson, who had spent several summers honing his window and gutter cleaning skills alongside Tanem at another company. “And we kept going from there.”
Though they’ve been in business seasonally since 2020, this is the first year the two men will be running their company year-round. To get prepared, they recently went through a rebranding process that included changing their name from Estate Services LLC to Sisu Window Cleaning.
“Sisu is a Finnish word and I have Finnish heritage in my family,” Johnson said. “It represents bravery, determination and hard work – basically all the things we wanted our business to stand for.”
At 21, Johnson is still in the early stages of his entrepreneurial journey, but he’s already learned one key lesson – it’s all about your mindset.
“My perspective before starting my business was a bit more like ‘I need to know everything before I’m willing to get into and go for it,’” he said. “But over time, I’ve discovered that you don’t have to have it all figured out right away. You just have to want to get better every day and when you do that, you can push yourself further than you ever imagined.”
If you’re considering launching your own business but aren’t sure how to make the leap – or how to keep going once you do so – here are a few of Johnston’s thoughts and suggestions:
- Seek guidance from those who’ve been where you are: Johnson recently joined a networking group where he’s been able to connect with business owners and learn from their experiences. “I’ve been very pleased with the willingness of other professionals to speak to a young entrepreneur like myself,” he said. “Don’t be afraid to reach out because people are very willing to share their information with you.”
- Never stop learning: Between podcasts, blog posts and YouTube videos, there is no shortage of free information for aspiring entrepreneurs available online, and Johnson recommends taking full advantage of them. “We’re living in the perfect time because there are so many resources out there for every industry,” he said. “For example, there are countless hours of window cleaning podcasts and it’s great to be able to dive into the depths of my industry and learn from other professionals who have been in the field for a long time.”
- Develop a customer service-focused mindset: From a service standpoint, Johnson always stays laser focused on what the experience will be like from the customer’s perspective. “I really try to put myself in their shoes and think along the lines of how I would want to be treated if I hired a professional, especially at the price point that some of these services cost,” he said. That means letting customers know when he’s on his way to a job. Following up with them afterward. Informing them of any issues that arise along the way. “That’s how we make the process enjoyable and seamless,” he said.
- Remember that communication is key: One of the most common compliments Johnson receives from customers is that he’s a good communicator who reaches out to them year after year to check in and see how he can help. “In the home service-related industries, a lot of times someone’s past provider will just disappear on them,” he said. “It’s important to me to keep these connections and make them personal. As a result, we’ve had a lot of success with referral business and we’ve been able to build up our online presence with positive reviews.”
- Be transparent: On his website, Johnson specifically lists out the cost of his services so customers have a general sense of what they can expect to pay. That way, there are no surprises when he comes out to give a quote. “Being transparent and explaining the process has definitely helped us acquire new clients,” he said.
- Show that you care through your actions: In the window and gutter cleaning industry, the biggest hiccup Johnson faces is the weather. And while it’s out of his control, he knows that customers can get frustrated when their service gets delayed. That’s why he goes out of his way to reach out and reassure them that he understands where they’re coming from and promises that he’s not going to leave them hanging. “I let them know that we care about getting the work done and that we will be there once the weather clears up,” he said. Along the same lines, once he completes a job, he’ll have the customer take a look to make sure everything meets their expectations. “We want to ensure we get everything done right and we offer guarantees to our customers on our work as well,” he said. “Our goal is to always make sure that the customer is satisfied when we leave their house.”
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