Legal and Accounting
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As Incurred

Two Maids

Table of Content
1. Franchise Snapshot
2. Franchise Overview
3. Performance and Metrics
4. Our Take
5. Additional Resources

1. Franchise Snapshot

Franchise Status
Active
Basic Information
Industry
Home & Building Services
Category
Residential Cleaning
Investment Range
$93,440 - $149,890
Total US Locations
144
Franchise Units
144
Founding Year
2013
Started Offering Franchises
2013
Management Capacity
Owner Operator
Job Count
10
Prior E2 Investors?
Yes
Prior Visa Franchise Clients?
No
Royalty Fee
5.50%
Marketing Fee
2%
Franchise Fee
$19,950
Headquarters (City, State)
Birmingham, AL
Square Footage
NA
Retail Location?
No
Agreement Term Length
10 years
Video

In these videos you will learn about the company firsthand. And they will also tell you in a short form about the financing of the enterprise.

*Information presented in these videos may change over time and may not reflect the most current franchise offering. Prospective franchisees should review the latest Franchise Disclosure Document (FDD) and consult directly with the franchisor for updated information.

2. Franchise Overview

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Overview

Two Maids is a residential cleaning franchise specializing in professional house cleaning services. They have been in the market for over 20 years and provide customers with flexible cleaning packages ranging from one-time deep cleans to recurring weekly and bi-weekly services. Two Maids has developed a unique incentive model called "Maid to Shine" that ties house cleaner compensation to customer satisfaction, giving them an edge above the competition by ensuring consistently excellent service and an engaged workforce. In addition, they provide an in-house marketing team that handles digital campaigns, an online booking system, a call center with trained sales associates, and the backing of Home Franchise Concepts - a subsidiary of JM Family Enterprises, a $22 billion privately held company - offering stability, leadership, and support unmatched in the industry.

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Management team / founders

In April of 2003, Mr. Ron Holt started the first Two Maids cleaning service in a 250-square-foot office in Pensacola, Florida with a bold vision to build the largest and most innovative residential cleaning company in America. Despite a rocky start - cleaning less than 100 homes in its first year and taking 18 months to turn a profit - he persevered and grew the company to 12 company-owned locations before beginning to franchise in 2013. In 2021, Home Franchise Concepts, one of the largest direct-to-consumer franchise companies in North America, acquired Two Maids. Today, Paul Ebert serves as President, bringing extensive experience in finance and accounting, and Kyle, a 15-year U.S. Army Special Forces veteran, leads operations and strategic planning. With over 100 territories across the United States, Two Maids is dedicated to the continued success of franchisees. Franchise owners receive 10 days of comprehensive initial training, ongoing support, in-house marketing, and access to a close community of fellow franchise owners.

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Focus of owner for daily business operations

As a Two Maids franchise operator, the main facets of the business entail: 1. Managing your cleaning teams, including hiring, training, and retention of house cleaners; 2. Attracting and retaining customers through excellent service and the "Maid to Shine" incentive program; 3. Overseeing local operations and ensuring consistent quality and customer satisfaction; 4. Review of financials, business metrics, and workforce performance.

3. Performance & Metrics

Franchisor Fees | Item 6
Franchise Value
Industry Median
All Franchises Median
Royalty Fee
5.50%
6%
6%
Marketing Fee
2%
Franchise Fee
$19,950
$49,500
$40,000
Total Investment Cost | Item 7
Type of Expenditure
Low Amount
High Amount
When due
Initial Franchise Fee
$19,950
$19,950
When you sign the franchise agreement.
Initial Territory Fee
$40,000
$40,000
When you sign the franchise agreement.
Lease, Utility and Security Deposit
$2,500
$7,500
As Incurred
Leasehold Improvement Decorating Cost
$4,000
$10,000
As Incurred
Fixtures, Furnishings and Equipment, Computer System, Software, Fax, Printer, Phones
$2,500
$9,800
As Arranged
Uniforms
$750
$750
As Incurred
Telephone/Communication System
$140
$140
As Incurred
Opening Inventory
$1,000
$2,000
Prior to Opening
Business Licenses
$100
$500
Prior to Opening
Insurance
$2,500
$4,000
As Incurred
Legal and Accounting
$0
$2,500
As Incurred
Initial Training Expenses
$250
$1500
As Incurred
Signage –Interior/Exterior signs
$9,000
$9,000
Upon Signing Lease
Local Advertising Start-Up Program Fee
$10,000
$40,000
As Incurred
Additional Funds –3 Months
$0
$10,000
As Arranged
TOTAL
$93,440
$149,890
Outlets and Franchisee Information | Item 20
Outlet type
Year
Outlets at the start of the year
Outlets at the end of the year
Net change
N/A
2022
91
99
+8
Franchised
2023
99
118
+19
N/A
2024
118
144
+26
N/A
2022
1
0
-1
Company-Owned
2023
0
0
0
N/A
2024
0
0
0
N/A
2022
92
99
+7
Total Outlets
2023
99
118
+19
N/A
2024
118
144
+26
Net Unit Growth (Recent year)
Net Unit Growth (Recent 3 years)
Franchise Health Metrics
Growth Rate
1 year / 3 years
Failure Rate
1 year / 3 years
Franchise for Sale Rate
1 year / 3 years
Two Maids
22% / 58%
4% / 8%
0% / 10%
Industry median
3% / 11%
4% / 12%
0% / 3%
Franchise Health Metrics
Franchise Historical Loan Metrics
10 Year Cumulative Charge Offs by $ of Loans
10 Year Cumulative Defaults
3 Year Predicted Default Rate
*Please note the information provided here is sourced from Lumos. We do not guarantee its accuracy or completeness. For verification, please refer to Lumos directly.
Item 19 – Financial Performance Representations
Historical financial performance representations
Franchise Financials
Franchisor company financial information, if disclosed by the franchisor.
Litigation & Bankruptcies
% of Franchisees Undergoing Litigation
0
% of Franchisees with Completed Litigation
100
Number of Bankruptcies Disclosed
0
*The litigation information displayed has been reviewed by our Product Development team. Franchises featured on this platform have been thoroughly assessed. However, Visa Franchise strongly recommends consulting with your own legal counsel for further guidance.

4. Our Take

Two Maids provides a great opportunity for an investor looking for a low-cost entry into the fast-growing $20 billion residential cleaning industry. The proven success of the recurring revenue model, the unique "Maid to Shine" compensation system that drives customer loyalty, and over 20 years of operational experience make the investment relatively safe. Additionally, the brand's acquisition by Home Franchise Concepts, backed by $22 billion JM Family Enterprises, provides potential investors with exceptional corporate infrastructure, stability, and resources for growth across available U.S. territories.