Susan Toft, CEO and Founder of The Laundry Lady, the world’s first online marketplace for laundry, connecting busy people and businesses with our work-from-home team of workers. 

Powered by our AI advanced technology, our Laundry Ladies and Lads are turning their washing machines into money makers, and saving people time all over Australia and New Zealand by solving the never-ending chore of laundry!

When did you start your business?

I was the ‘OG’ Laundry Lady – I started the business in 2012 but it wasn’t until 2020 that I was able to hit ‘reset’ on the business and make my ‘side hustle’ my focus.

What was the inspiration behind starting this business?

It all started with walking past the spare bedroom as a busy, working mum and seeing the laundry piling up! I needed this service. 

I also wanted to help other mums struggling with the same work-life balance, by creating a flexible work-from-home business model with strong training and support and low start-up costs, that could be replicated all over Australia. 

90% of our independent contractors are female – earning between $300 and $3,000 per week.

What are you most excited about in your business?

Helping our Laundry Ladies and Lads to operate a successful side-hustle, achieve financial freedom, and discover professional/personal fulfillment is what inspires me every day in building this business.

What has been the most challenging thing about starting your business?

 Like many startups, Laundry Lady has been built on a bootstrap budget. In order to grow, I’ve invested all profits back into marketing, and also taken advantage of opportunities like business boosts and grants.

What advice would you give to other women thinking about starting a business?

Have a clear vision from the start about WHY you are starting the business. This will form your long-term values and culture. For me, it was all about creating flexibility in people’s lives. Your WHY says everything about who you are and what your business is. People will join you because they resonate with this. 

Why did you enter the AusMumpreneur Awards?

Awards are a great way to reflect on just how far you’ve come. As a CEO working ‘in’ the business, you can get bogged down in the day-to-day. For me and my team (Head Office team and 300+ Laundry Ladies and Lads) the Ausmumpreneur Awards serve as a very important reminder that we are making a difference and we are shining as a business. It’s the recognition and validation of our hard work, innovation, and the positive impact we have on people’s lives—particularly women and families. These awards not only celebrate our growth but also inspire us to keep pushing forward, creating more opportunities, and achieving greater success.

What did you enjoy the most about being part of the awards?

Sharing the achievements with my team, and also showing how far we’ve come as a business was incredibly rewarding. It’s a chance to celebrate the hard work and dedication of everyone involved, from our contractors to the Head Office team. I also enjoyed connecting with other inspiring women entrepreneurs and learning from their journeys

What surprised you most about the awards?

What surprised me most about the awards was the diversity of the businesses entering and the stories of the incredible female founders behind them. It was inspiring to see how many different industries and business models were represented, each with its own unique challenges and successes. The personal journeys and resilience of these women were truly eye-opening. It reinforced for me that there’s no one path to success

How did the awards help you in your business?

 Laundry is a very traditional industry – we wanted to show that Laundry Lady is a leader in the technology and innovation space. Winning Silver in the Digital Innovation category was an incredible recognition of how our technology is revolutionising the laundry service 

Our proprietary software and online booking system, Timeboss, is what powers the Laundry Lady business.

Timeboss, developed by Laundry Lady for Laundry Lady, is a fully customised, AI-driven market maker platform that allows customers to book washing, folding, and ironing services with local contractors (Laundry Ladies and Lads). 

It integrates bookings, payments, scheduling, and feedback functions, offering convenience and flexibility comparable to rideshare and food delivery apps.

This is an industry first – and we want to get the word out there. The awards helped with this.

Winning gold for B2B Service Business also shows potential business customers how we can help with their needs. We offer tailored laundry services, filling the small to mid-range niche.

What advice would you give to other mums thinking about entering the awards?

The Awards are an excellent opportunity to reflect on your journey and see how far you’ve come. Even if you don’t win, it’s a valuable experience that pushes you to step back and acknowledge your achievements. My advice is to go for it—don’t let self-doubt hold you back. The process of entering helps you articulate your business’s impact, and the exposure can open doors to new opportunities. Plus, it’s a fantastic way to connect with like-minded women, gain inspiration, and celebrate the hard work you’ve put into building your business.

What has been the best thing about starting your own business?

The best thing about starting my own business has been the ability to create a work-life balance that works for me and my family. It’s incredibly rewarding to offer that same flexibility to others, especially the mums and caregivers who make up our team. Seeing how our business model empowers people to earn a living on their terms has been one of the most fulfilling aspects of the journey.

What’s happening next in your business?

We are continuing to grow our team of Laundry Ladies and Lads here in Australia, but are also excited to see our New Zealand team experiencing growth. We now have more than 10 Laundry Ladies and Lads in New Zealand since launching at the end of 2023. This serves as a blueprint for further international growth – watch this space!

What are your big plans for the future?

Our big plans for the future are focused on becoming the #1 choice for mobile laundry services in Australia and beyond. We aim to achieve this by continuing to innovate and expand both nationally and internationally. Through our cutting-edge technology platform, TimeBoss, we are revolutionising how laundry services are booked and delivered, ensuring convenience and efficiency for customers and contractors alike. We plan to expand our presence across Australia’s cities and regional hubs, while also entering new international markets such as Canada and the United States.

In doing so, we will be supporting even more women (and men) in achieving a better work-life balance.

What is your website and/or social media links?

Facebook: https://www.facebook.com/thelaundryladyaus

Instagram: https://www.instagram.com/laundrylady_aus/ @laundrylady_aus

LinkedIN: https://www.linkedin.com/company/the-laundry-lady