**CLEANFORCE™
Hybrid Nonprofit & For-Profit Carpet, Floor & Rug Cleaning Enterprise
Business Plan (3-Year Strategic Plan)**
1120 Oakmoor Court
Halethorpe, Maryland 21227
443-732-3000
CleanForce.vet
Founder & President: John Denton
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EXECUTIVE SUMMARY
CleanForce is a hybrid cleaning enterprise that combines a veteran-owned for-profit carpet, floor, and rug cleaning company with a nonprofit program dedicated to ending veteran homelessness through employment, training, and business ownership. Headquartered in Maryland, CleanForce provides high-quality residential, commercial, and government cleaning services while simultaneously operating a veteran outreach and entrepreneurial development program.
CleanForce has a dual mission:
1. Deliver premium, professional carpet, floor, upholstery, and rug cleaning services to residential, commercial, and government clients.
2. Train, employ, and equip homeless and at-risk veterans—ultimately awarding fully funded TurnKey business packages to selected graduates, enabling them to launch their own CleanForce franchise operations.
The business model is designed to be recession-resistant, revenue-generating, mission-driven, and scalable nationwide. With 80% of homes containing carpet and 60% containing pets, the cleaning industry remains consistently in demand. Combined with a growing national focus on supporting veterans, CleanForce is positioned to become a premiere impact-driven brand.
CleanForce currently owns one service van, professional-grade equipment, and is in pre-launch operations. The rug cleaning division will expand into a physical storefront in Year 2, with plans to introduce a formal training center and award multiple veteran-owned franchise units by Year 3.
CleanForce will pursue revenue through:
Residential carpet, floor, upholstery & rug cleaning
Commercial maintenance contracts
Government facility cleaning (leveraging SDVOSB status)
Rug pickup/drop-off & plant washing services
Service agreements
Nonprofit fundraising, grants, sponsorships & donations
This business plan outlines a full 3-year strategy to grow CleanForce into a sustainable, high-impact, nationally recognized organization serving both customers and veterans.
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COMPANY DESCRIPTION
CleanForce is structured as a dual-entity hybrid organization:
For-Profit Division:
CleanForce Carpet and Floor Care
Provides premium carpet, floor, upholstery, and rug cleaning services.
Nonprofit Division:
CleanForce Veteran Outreach
Provides training, employment, and business ownership opportunities to homeless and at-risk veterans.
The two divisions share branding and mission alignment. Revenue from the for-profit side helps sustain the nonprofit operations, while grants, donations, and sponsorships fund veteran training and TurnKey business packages.
CleanForce offers a full suite of cleaning services—including on-site cleaning and, by Year 2, an in-plant rug cleaning facility. This combination sets CleanForce apart from other local providers and creates long-term recurring revenue streams.
The business is based in Halethorpe, Maryland, serving a 40-mile radius in Year 1 and expanding statewide by Year 2. Year 3 will focus on regional and national expansion through the CleanForce franchise-awarding program.
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MISSION, VISION, AND VALUES
Mission
To end veteran homelessness by providing high-quality cleaning services and empowering homeless and at-risk veterans with training, employment, and business ownership opportunities.
Vision
To build a nationwide network of veteran-owned cleaning businesses under the CleanForce brand, transforming lives through service, skill-building, and sustainable entrepreneurship.
Core Values
Integrity: We keep our word and stand behind our work.
Service: We honor our military roots by serving with purpose.
Excellence: Premium cleaning. Premium professionalism.
Compassion: Every veteran deserves dignity and opportunity.
Reliability: Customers and veterans can depend on us.
Discipline: A culture shaped by military training and leadership.
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FOUNDER BACKGROUND
John Denton, Founder & President of CleanForce, is a U.S. Army veteran with a 50% service-connected disability rating. With over 20 years of experience in sales, medical construction, and communications—and 5 years in electromechanical and robotics—John brings a unique combination of leadership, technical experience, and business acumen.
He previously served as Assistant District Sales Manager at MCI Worldcom, where he earned top performer distinctions in both sales and customer service. As a part-time business owner in the repossession industry for 4 years, he gained hands-on operational and entrepreneurial experience. John also served as Lead Industrial Maintenance Technician at Pitney Bowes.
He holds certifications as an Ozone and Hydroxyl Remediation Technician and as a Certified Carpet Cleaning Technician.
John founded CleanForce because carpet cleaning is recession-resistant and provides a sense of pride and purpose. The deeper reason:
John has a personal mission to end veteran homelessness and suicide—one clean home, one trained veteran, and one new business at a time.
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PROBLEM STATEMENT
Veteran homelessness is a persistent and deeply troubling issue in the United States.
As of January 2024:
32,882 veterans were homeless on a single night
13,851 were unsheltered living in cars, tents, or abandoned buildings
6,407 veteran suicides occurred in 2022
Many homeless veterans lack:
Marketable job skills
Access to meaningful employment
Affordable transportation
Startup capital
Mentorship or support
A stable, dignified path forward
CleanForce directly addresses these challenges by combining employment, training, mentorship, and business ownership into a single sustainable model.
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MARKET ANALYSIS
Industry Overview
The U.S. carpet and floor cleaning industry generates over $6 billion annually, with steady year-over-year demand. Maryland, with its dense residential areas, commercial buildings, government facilities, and high pet ownership rate, is a prime market.
Key industry insights:
80% of U.S. homes have carpet
60% have pets, driving demand for cleaning
Rug cleaning demand is rising nationwide
Commercial buildings seek recurring maintenance
Government facilities prefer SDVOSB-qualified vendors
Target Market Segments
1. Residential Customers – Carpet, floor, upholstery, and rug cleaning.
2. Commercial Properties – Offices, hotels, retail, restaurants, schools.
3. Government Clients – Federal, state, and local, using SDVOSB advantages.
4. Rug Cleaning Customers – High-margin niche market.
5. Veterans in Need – Training and business ownership program participants.
Competitive Landscape
Maryland contains:
National cleaning franchises
Mid-sized regional cleaners
Local independent cleaners
No competitor matches CleanForce’s:
Veteran-owned identity
Hybrid nonprofit model
In-house rug cleaning facility
Government contracting eligibility
Mission-driven brand
CleanForce occupies a unique, defensible position in the market.
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SERVICES PROVIDED
Carpet Cleaning
Hot water extraction
Low-moisture encapsulation
Restorative cleaning
Odor removal
Pet urine treatment
Carpet protection (Scotchgard)
Sanitizing & deodorizing
Floor Cleaning
Tile & grout cleaning
Hardwood cleaning & polishing
Vinyl, LVP & VCT cleaning
Concrete scrubbing
Commercial floor maintenance
Upholstery Cleaning
Sofas, sectionals, recliners
Dining chairs
Mattresses
Office furniture
Fabric protection
Rug Cleaning (Onsite + In-Plant)
Synthetic, wool, and oriental rug cleaning
Rug dusting
Submersion washing
Pet odor rug treatment
Drying towers
Pickup/drop-off service
Specialty Services
Flood extraction
Odor remediation
Stain removal
Move-in/move-out packages
Service Agreements (Recurring Revenue)
Quarterly carpet maintenance
Annual deep cleaning packages
Apartment turnover programs
Commercial contracts
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LEGAL STRUCTURE
CleanForce operates under a hybrid structure:
For-Profit:
CleanForce Carpet and Floor Care
Registered as an LLC (transitioning into partner structure with nonprofit)
Nonprofit:
CleanForce Veteran Outreach
501(c)(3) nonprofit status being established
Both operate under the shared CleanForce brand.
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OPERATIONS PLAN (YEAR 1–3)
Year 1: Foundation
Operate 1 van (already owned)
Provide residential & commercial services
Launch veteran training (first 3 veterans)
Build online presence (GBP, LSA, BBB, SEO)
Begin small government contract bids
Perform onsite rug cleaning
Year 2: Expansion
Add 2–3 vans (total 3–4)
Open rug cleaning facility
Hire rug technicians
Pursue state & federal contracts
Serve 6–9 veterans in training cohorts
Introduce TurnKey business award program
Year 3: Scaling
Operate 5–7 vans
Expand rug facility
Secure larger government contracts
Award veteran-owned CleanForce franchises across multiple states
Pilot national training program
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FLEET PLAN
Year 1: 1 van (owned)
Year 2: +2–3 vans (total 3–4)
Year 3: +2–4 vans (total 5–7)
Each van can generate $200,000–$300,000 per year.
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STAFFING PLAN
Year 1
Founder/President (John Denton)
1 technician
Contract trainers
Volunteer or PT grant writer
Year 2
2–3 technicians
Rug technician
Program coordinator
Trainers
Administrative support
Year 3
3–5 technicians
Full rug staff
Franchise support team
Administrative staff
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VETERAN OUTREACH PROGRAM
A 4-month paid training program for homeless or at-risk veterans.
Program includes:
Carpet, floor & rug cleaning skills
Business operations
Equipment management
Customer service training
On-the-job ride-alongs
Mentorship
Sobriety & housing program support
TurnKey business award selection process
Cohort Size: 3 veterans, expanding in Year 2.
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RUG CLEANING DIVISION (YEAR 2)
Will include:
Dedicated wash floor
Submersion pit
Rug dusting equipment
Drying towers
Storage area
Existing onsite rug cleaning will transition to full plant operations.
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GOVERNMENT CONTRACTING STRATEGY
CleanForce will register with:
SAM.gov
DSBS
Maryland eProcurement
County procurement portals
NAICS Codes:
561740 Carpet & Upholstery Cleaning
561720 Janitorial Services
238330 Flooring Services
624310 Veteran Vocational Rehabilitation
611430 Professional Training
Expected Revenue:
Year 1: $0–$20k
Year 2: $50k–$150k
Year 3: $150k–$500k
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MARKETING STRATEGY
Google Business Profile
Local Service Ads
BBB Accreditation
Thumbtack & Angi
SEO & website content
Social media marketing
Property manager outreach
VA, VFW, shelters & veteran networks
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SERVICE PRICE LIST (MARYLAND MARKET)
Carpet Cleaning
$65–$85 per room
$0.28–$0.40/sq ft
Commercial Carpet
$0.18–$0.35/sq ft
Tile & Grout
$0.75–$1.25/sq ft
Rugs
$2–$8/sq ft
Upholstery
$45–$199
Service Contracts
$0.08–$0.35/sq ft recurring
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FINANCIAL PROJECTIONS
Year 1 Revenue
~$240,000
Year 2 Revenue
~$700,000–$1.42M
Year 3 Revenue
~$1.45M–$3.0M
Profit margins improve significantly in Years 2 and 3 as rug cleaning and government contracts mature.
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RISK ASSESSMENT & MITIGATION
Risks include:
Equipment failure
Staffing shortages
Grant delays
Fuel cost increases
Mitigation:
Backup equipment
Payroll reserves
Diversified revenue streams
Strong commercial & government contracts
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FRANCHISE AWARDING MODEL (YEAR 3)
CleanForce will award—not sell—franchise units to top-performing veterans who complete training and meet professional standards.
Franchises will include:
Equipment
Van
Branding
Training
Mentorship
Veterans become independent business owners but remain part of the CleanForce national network.
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2027 NATIONAL VISION
25–50 veteran-owned CleanForce franchises
Multiple rug cleaning plants
Strong government contract portfolio
National recognition as a leader in veteran homelessness reduction