Story by Amanda Breen, as featured on MSN.com. This piece is based on a conversation with Amber Starling, founder of Good Witch Cleaning. Edited for length and clarity.
Image Credit: Courtesy of Good Witch Cleaning. Amber Starling.
When Amber Starling arrived in Manhattan, Kansas—nicknamed the “Little Apple”—she brought with her a wealth of experience: five years in management roles, seven years in office administration, and even frontline volunteer firefighting. Yet despite her resume, employers turned her away, citing “too much experience” or insufficient formal education. After seven frustrating months of job hunting in 2017, she decided to hire herself.
From Vacuum to Venture: Launching with $100 and Facebook
Starling spotted a gap in her local market: a lack of professional, empathetic cleaning services. With no corporate backing, she started Good Witch Cleaning using her own vacuum and $100 saved from her grocery budget, stocking up on supplies from a discount store. The whimsical name, inspired by the nearby Wizard of Oz Museum, became a branding triumph. A pink witch hat atop a black company car turned heads and sparked curiosity.
To attract her first clients, Starling turned to Facebook, offering a $99 whole-house cleaning special. Early days were humble. “I had to eat a lot of crow,” she admits, recalling work with demanding property managers. Without insurance initially, she relied on trust, promising clients discounted rates in exchange for their gamble on her startup.
Investing in People: Training, Living Wages, and Community
Within a year, Starling hired her first employee. Unlike many in the industry, Good Witch Cleaning treats its team as full-time staff, providing equipment, supplies, and rigorous training—including IICRC house cleaning technician certifications. “What if employees leave with all that knowledge?” some asked. Starling’s response: “What if they stay without it?” Weekly Friday trainings and staff breakfasts foster loyalty and growth.
Her commitment extends to wages and benefits. Employees earn living wages, healthcare, mental health support, and paid time off. “Treat people like humans, and they’ll stay,” she says. This philosophy stabilized her team even during the pandemic, when 60% of clients vanished overnight.
Pivots, Principles, and Pandemic Resilience
The crisis forced tough choices. Starling redirected funds from a Jobber Grant (originally earmarked for expansion) toward sanitation certifications, adapting to heightened health concerns. She also made a bold decision: to align the business openly with progressive values. “We became fourth-wave feminist, LGBTQIA-friendly, and immigrant-friendly,” she explains. “If we failed, we’d fail as ourselves.”
Revenue figures tell a story of grit: from $11,000 in 2017 to $467,000 by 2021. While competitors chased wealthier clients, Starling focused on affordability for working-class families, adding services like refrigerator cleanouts and dishwashing.
Giving Back: A Core Mission
Community support is central to Good Witch Cleaning. During the pandemic, the team donated consulting services to local shelters and housing authorities. They’ve funded sports teams, Boy Scouts, and LGBTQ+ youth programs, and even opened a free “store” in their office for donated goods.
Starling’s upbringing—50% below the poverty line in the Deep South—shapes her ethos. “I knew countless talented people in the working class,” she reflects. “Success isn’t rare for them—opportunity is.”
A Blueprint for Purpose-Driven Growth
Today, Good Witch Cleaning thrives at a $500,000 annual revenue, deliberately avoiding overexpansion to stay true to its mission. For Starling, success isn’t just profit—it’s proving businesses can thrive ethically. “You don’t need to be an evil corporation,” she says. “Start with how you treat your team.”
Explore more entrepreneurial journeys and web-driven success stories at TheNextInternetBillionaire and OnTheWebb.org.
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