Q: Kindly give our readers an introduction to your business. Please include what your business is all about, in which city you are located and if you have offices in multiple locations/ cities.
A: CitruShine Exterior Cleaning is a professional pressure washing company dedicated to helping homeowners and businesses maintain spotless and well-maintained exteriors. Based in Orlando, Florida and serving all of Central Florida including Winter Park, FL and Oviedo, FL.Wwe specialize in pressure washing, soft washing, and exterior surface cleaning to enhance curb appeal and protect properties from environmental damage. Our team is committed to using eco-friendly, high-quality cleaning solutions that effectively remove dirt, mold, algae, and grime from various surfaces, including driveways, sidewalks, roofs, and commercial exteriors.
Since our launch in January 2024, CitruShine has built a reputation for reliable, efficient, and customer-focused service. We take pride in helping property owners restore the beauty of their homes and businesses while ensuring the longevity of their exteriors.
Q: Kindly give us a brief description about yourself (it should include your brief educational or entrepreneurial background and list some of your major achievements).
A: Ethan Phillips, the founder of CitruShine Exterior Cleaning, is a highly skilled engineering professional and seasoned entrepreneur with a strong technical background. A graduate of the Universal Technical Institute of Illinois Inc., Ethan has always had a passion for problem-solving, efficiency, and hands-on work. His expertise in mechanical systems, combined with his entrepreneurial mindset, has led him to successfully launch and manage multiple businesses.
In addition to founding CitruShine Exterior Cleaning, Ethan is also the owner of the highly respected All Transmission World Longwood and M & P Auto Glass. His experience in the automotive and service industries has given him a deep understanding of quality craftsmanship, customer service, and business management. Recognizing a need for reliable, professional, and customer-focused pressure washing services in Orlando, Ethan launched CitruShine with a mission to provide high-quality, eco-friendly exterior cleaning solutions for homeowners and businesses.
Q: What inspired you to (start a new business venture) or (to make significant changes in an existing business)? How did the idea for your business come about?
A: The idea for CitruShine was born out of a desire to fill a gap in the market for reliable and environmentally conscious exterior cleaning services. Many homeowners struggle with mold, mildew, and grime buildup on their properties, but they often face unreliable service providers. I wanted to create a company that people could trust, rely on, and recommend—one that focuses on quality, professionalism, and outstanding results.
Q: What three pieces of advice would you give to budding entrepreneurs?
A: Stay Consistent – Success doesn’t happen overnight. Keep pushing forward and refining your process.
Focus on Customer Experience – A happy customer leads to repeat business and referrals.
Embrace Adaptability – The business world changes constantly; be open to learning and evolving.
Q: What would you say are the top three skills needed to be a successful entrepreneur?
A: Problem-Solving – Every business will face challenges; how you handle them determines your success.
Leadership – Being able to motivate and guide a team is essential for growth.
Resilience – There will be setbacks, but persistence and determination make all the difference.
Q: How many hours do you work a day on average?
A: On average, I work 10-12 hours a day, especially during peak seasons. Running a business requires dedication, from managing operations and marketing to performing on-site services.
Q: To what do you most attribute your success?
A: Success is largely due to hard work, strong customer relationships, and consistently delivering high-quality results. We prioritize customer satisfaction, and our word-of-mouth referrals have played a significant role in our rapid growth.
Q: How do you go about marketing your business? What has been your most successful form of marketing?
A: Our marketing approach includes:
• Social Media Advertising – Engaging with potential customers through Facebook, Instagram, and Google Ads.
• SEO & Website Optimization – Ensuring that people can find our services easily online.
• Referral Programs & Reviews – Encouraging satisfied customers to leave reviews and recommend us to others.
Our most successful marketing method has been customer referrals and online reviews. When customers see real results and receive top-notch service, they naturally recommend us to friends and family.
Q: Where did your organizations funding/capital come from and how did you go about getting it? How did you obtain investors for your venture?
A: CitruShine Exterior Cleaning was self-funded, with initial investments directed toward professional equipment, marketing, and branding. By keeping overhead costs low and reinvesting profits into the business, we have been able to scale operations and maintain steady growth without requiring outside investors.
Q: What is the best way to achieve long-term success?
A: Maintaining Quality Service – Customer trust is key to long-term sustainability.
Expanding Our Reach – Growing into new service areas and expanding our offerings.
Continuous Learning & Improvement – Staying ahead of industry trends and customer expectations.
Q: Where do you see yourself and your business in 5 – 10 years?
A: Over the next 5-10 years, I see CitruShine becoming a leading name in Florida’s pressure washing industry. We plan to expand our service areas, add more team members, and introduce new innovative cleaning solutions to better serve our customers.
Q: Excluding yours, what company or business do you admire the most?
A: I admire companies that prioritize customer service and innovation, such as Chick-fil-A for its exceptional customer experience and Tesla for its forward-thinking approach.
Q: How important have good employees been to your success?
A: Good employees are the backbone of any business. A well-trained, motivated team ensures that customers receive consistent, high-quality service, which leads to repeat business and referrals.
• How long do I stick with an idea? – I believe in testing and adapting an idea before deciding if it’s worth continuing or pivoting.
• Motivation – The drive to build something meaningful and provide real value to customers.
• Ideals – Integrity, customer-first service, and continuous growth.
• Generating New Ideas – Listening to customer feedback and keeping up with industry innovations.
• Defining Success – Success isn’t just revenue; it’s customer satisfaction, business growth, and personal fulfillment.
Q: How do you build a successful customer base?
A: Believe in your vision, stay consistent, and always put your customers first. Success will follow.
Q: What has been your most satisfying moment in business?
A: The most satisfying moment has been seeing the company grow from an idea into a trusted name in Orlando. Customer testimonials and repeat business confirm that we are making a real difference.
Q: What do you feel is the major difference between entrepreneurs and those who work for someone else?
A: Entrepreneurs are risk-takers who create opportunities, while employees seek stability within an established structure. Both are essential, but entrepreneurship requires a willingness to embrace uncertainty and innovation.
Q: What kind of culture exists in your organization? How did you establish this tone and why did you institute this particular type of culture?
A: Our business thrives on trust and long-term customer relationships. We emphasize clear communication, professional service, and exceeding expectations.
We have built a culture of reliability, teamwork, and excellence. Every team member is trained to prioritize customer care and high-quality results.
Q: In one word, characterize your life as an entrepreneur.
A: Resilient.
