Alright – so today we’ve got the honor of introducing you to Bonnie Hintenach. We think you’ll enjoy our conversation, we’ve shared it below.

Bonnie, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

“The sign is out and you are open for business” is what my aunt told me over the phone in February 2023.

I had just registered my business with the state of Maryland and created a Facebook business page. I was already showing up on Instagram so I thought the more content, the better. I had no idea how to start booking clients, what to charge, or what I needed. I didn’t have a website and my Google page was bare. I didn’t know what times or days I was “open” or what a schedule looked like. I didn’t have any appointments on the calendar.

But before this moment, I had the idea of starting a home organizing business prior to resigning from my teaching career. I told a dear friend and colleague of mine that if I ever resigned from teaching I would want to have my own professional organizing business to help others in their home and teachers in the classroom. That was just a dream. I didn’t think there was ever going to be a time I wasn’t teaching. I had been in the public school system for 12 years and earned my Master’s degree in Human Resource Development (aka educational leadership).

Fast forward to fall of 2021. I showed up to my aunt’s house with clear containers and labels for the fridge. I asked if I could just have a *quick* look in her fridge. One hour later we had purged expired food, created a working system, and labeled areas of the fridge to help the system be maintained. She LOVED it. She loved it so much, we did the pantry that same evening, bought containers, and ordered labels to match what she needed.

To this day, she still organizes her fridge and pantry with containers and labels.

She was my first “client” whether she knew it or not.

In June 2022, I resigned from teaching. After creating an Instagram account for the business and a reel going viral around Christmas, I decided I needed more content to show what I can do with organizing and making spaces (and people) feel more relaxed and less overwhelmed.

I started in January 2023 organizing for two friends. This is where thinking through my process of working with others began. I wrote down questions I asked along the way, ideas I thought of as we went, and kept track of how long certain projects took. I took before pictures (when I remembered to), and after pictures and videos.

The content was growing. I was figuring out how to help people feel calm in their space and was noticing results of the stress and pain points going away. This was a HUGE step for me because other people were taking my ideas and implementing them. They were asking me what I thought about a certain container or storage unit.

I was doing it! I was helping others declutter and organize.

But in the back of my mind, I was still thinking, “I don’t know if anyone would pay me to do this.” I figured I could have 3-5 clients this year, that would be worth it. I started small.

That’s when I registered my business for the state of Maryland and my aunt aka my first client reminded me that I was open for business!

One Sunday morning in February 2023, as I was walking into church, a woman across the parking lot called me over. “Hey Bonnie, how’s your business going?” I was surprised by this question because I didn’t feel like I had a business at that moment.

She mentioned that she wanted my thoughts on organizing her craft room and hire you to help me. I was floored. Someone was coming to me and wants me to help them get organized?! This was the moment things started to become more real.

We set up a day and time for a consultation where I took pictures and got an idea of her space, her family’s lifestyle, and the goals she dreamed of for the craft room.

Later that same week I was at her house working on the craft room project.

It took 5 hours and it went from a mess to a complete makeover.

I used containers she already had and decided that is something I would incorporate into my business. If the containers that people already have work, then why purchase something else? I decided I wanted my business to be budget friendly and help others know that getting organized and making easy systems in their house that are maintainable weren’t out of their reach.

From that moment on, I began talking to more people about how I helped this client. More people were asking me questions about organizing and wanting to know what that looked like for their space.

As things progressed, I made a Google page to share reviews, managed my Facebook business page, and began to come up with a strategy for posting on Instagram.

I used social media as a means to showcase my work and continue to reach people locally and far away.

Not knowing exactly how this was going to turn out or what it would become, this has been an adventure I will never forget. I cannot wait to see what comes next for Bin Your Space!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I have always been one to be organized. It wasn’t until The Home Edit dropped on Netflix that I started to think about the systems and how I could make my home function better. This was in 2020.

Using containers was new to me because I had random ones that didn’t have a plan or purpose. And labels. That was a new concept too. I saw how pretty labels were but again didn’t understand the functionality until I tried it for myself. I decluttered and labeled my linen closet, laundry room, pantry, and fridge.

That was the game changer. For the next year, my husband and I saw the benefits of organizing with these fancy but not so fancy tools of containers and labels.

We saved time searching high and low for things because they went back into the same place we got them from. My husband wasn’t asking me where something was. He knew exactly where to find it.

We saved money because we saw everything we had. Food was no longer going to waste and we were only buying what we needed. Many times when I organize for clients I find 6 toothpaste tubes they didn’t know they had and they had just bought 2 more. There was no over buying products because we weren’t sure if we had something already. We knew whether we had it or not.

We also saved space. I could store more in places that I thought were pain point areas. I was no longer saying, “I wish I had more space!” or “If only the kitchen was remodeled I could fit this here.” We were content with what we had and stopped thinking we needed a bigger house to fit all our stuff. The house is big enough. It was the stuff we had that was the issue.

We began to see the changes in our mental health by having less to maintain and our happiness with having less to do. This change made grocery shopping easier as well as packing for trips. I felt lighter and so did our home.

I knew since I was able to do this in my own home, maintain the system, and see REAL results, I could help others do the same.

1. In-person organizing

I provide a free 30-minute consultation for my client to get a feel for their space and to understand their goals.

When it comes time to start the decluttering project, I follow my C.L.E.A.N. method.

I work with my client to Clear out their space.

As each item comes out, we Logically group items together. That way all the items for specific categories stay in one place.

While all of this is going on, my client evaluates each item by deciding what to keep, donate, or purge/trash.

Once the final decisions have been made, it’s my job to Arrange and contain the items my client is keeping. I research containers, shop for and purchase them, and draw up a plan. I use my client’s budget and containers they already have in a logically and systemic way that makes sense for their family. (Note: Containers are not included in my services and clients pay for them separately.)

Last, but not least, I Neatly label containers and spaces. I provide customized labels for each client and create them ahead of time or on the spot. Each space is unique so custom labels are important to maintain the newly decluttered and organized space.

During this C.L.E.A.N. process, I provide personalized tips, an outside perspective, encouragement to cheer on my client, and accountability to the items they have and what they need.

I am here to do the heavy lifting of planning and processing what a space looks like organized and clutter free. It is a joy for me to be able to help carry that burden so my clients feel refreshed and empowered.

2. Virtual coaching for decluttering and organizing

To be honest, I was unsure about this at first.

Having been a teacher through COVID and needing to learn how to teach virtually, I know how to connect with people, help them complete a task when I’m not physically in person, and use technology to get the most out of our time together.

I’ve gotten questions as to if organizing and decluttering virtually actually works. The short answer is, yes! Decluttering is better together. I had my first client register for this 1:1 coaching experience in October 2023. It has been a BLAST and her garage is looking even more clutter free and spacious than before.

But here’s the long answer: I serve as a coach. I go through the same C.L.E.A.N method as I would with an in-person client but my client is the one physically doing the work. I am there as a guide, facilitator, and mentor. I ask questions, provide personal suggestions, and make container recommendations.

This does have perks that in-person organizing doesn’t. This is more flexible and less expensive. I create a container list on Amazon and share it directly to my client so they can purchase and have it delivered directly to their home. There are 4 sessions one-hour each that can be scheduled at different times and days.

I want to help people start small and take the first leap. Virtual coaching is great for those who want to start decluttering but are not sure how or where to start.

My first virtual client and I had a 3 hour time difference but we made it work! I couldn’t be more thrilled to be able to help others across the country let alone my own hometown.

3. E-guide: Declutter Your Kitchen

I created an E-guide for the DIY organizers who need an outside perspective but don’t want to pay for an organizer.

This guide is all about the kitchen. I have learned that if you’re going to start an organizing project in your home the kitchen is a simple and easy way to get that momentum going. It’s low stakes when it comes to holding onto something and where to place items in the kitchen as opposed to starting with clothes or baby items.

My guide takes each part of the kitchen step-by-step, provides links to container recommendations I’ve used with clients, and 25 tips for success in maintaining the system they create.

Essentially, I come in to help lessen the feeling of stress, anxiety, and depression. Clutter is absolutely linked to one’s mental and emotional health. While I am not a therapist or licensed doctor, decluttering brings up past emotions and moments. I am there to come alongside my clients and help process that even further through decluttering and organizing.

Organizing is for everyone. Not just for people who want a Pinterest home. And I’ll just say it right now, Pinterest and other social media outlets are NOT the standard. I help my clients figure out what works for them and not for anyone else.

I focus on two types of clients: teachers and moms.

I help teachers create an organized learning environment for their students.

When I was a teacher, I took a minimalist approach to my classroom, used containers, and labeled everything (even the backstock of student supplies). Students need structure and so do teachers, but teachers have so much going on that trying to organize and sustain their classroom order of all the supplies is daunting. And I am passionate about teaching. That’s why I LOVE helping teachers organize and simplify their classrooms because I have been there, I know what teachers and students need, and what works well to keep it maintained. I want to help teachers take one thing off their plate so they can focus on planning lessons to meet their students’ needs and so students feel calm in their learning environment.

I help moms declutter their homes and develop a system that can be maintained by the whole family.

I have helped solve the problem of overbuying and food waste by using containers and labels. The container helps set the boundary for what you keep in your pantry or fridge. I have helped moms have less to manage and take care of in the house by supporting them in getting rid of things and furniture that are no longer serving them well. I have helped moms plan and organize a playroom for their children that allows for sensory play and imagination because kids don’t need more stuff.

First my energy, I love people and being able to make a difference in their lives through organizing. I have gotten messages and emails about how people enjoy my energy and positivity even through reels on social media. I strive to make sure my client is first and their space is what they need it to be. It is because of my faith I have joy in my life and can pass that on to others.

Secondly, I listen to the client’s needs and involve them in the process. I want to know exactly what they need and what will be comfortable or uncomfortable for them. I don’t pressure clients into getting rid of anything or making a space look a certain way. I want to know my client’s input so asking questions along the way is very important to me. After I leave, I want their space to be ready for their lifestyle.

And of course, I love what I do! I have a lot of fun with my clients! There are times I’ve seen tears, but laughter and hearing stories of what items bring is always a fun part of the job. I want to hear how that item makes them feel or why they want to keep this item. My goal is make sure their belongings are being honored in a way that is meaningful to them and not just thrown on a shelf with a bunch of other things.

I am proud of the fact that I knew nothing about starting or running a business and was scared to make the leap but I did it anyway. I took the leap.

I am most proud of the willingness I had in that moment to take something I know will help others and make it reasonable for them to have simple and easy systems in their homes too.

For me, it’s not about bins and containers and putting things into their place. That’s part of it, but for me it’s more about the person I’m helping. If I can help one person in that family, then it ripples out to others in the home too. I feel that I’m making a difference in the lives of families. I’m proud of myself for resigning from a career I loved and enjoyed to then taking a risk and doing something I thought was just a dream and made it come alive. Most days it is unreal to me how far my business has gone in a very short time.

I would not be where I am today if it wasn’t for God’s guidance, my husband’s unwavering support, my aunt’s encouragement and letting me take over her kitchen to “try” something out, and all my friends who have encouraged me along the way or let me also take over part of their space to “try” something too.

When it comes to someone else’s space, I treat it as my own. There is a lot of thought, planning, and research that goes into making a space work for my client. I’ve been able to help people from all walks of life and adjust their space to make their lives easier and simple. I’ve had clients tell me that this was a game-changer for their entire family because they are cooking more meals at home and spending quality time together.

We’d love to hear the story of how you built up your social media audience?

It all started when we got our dog Moose in May 2020. My best friend and I had puppies at the same time and she created a joint Instagram account for us to share adventures and the life of our pups. It was there that I began to have an audience of friends, dog lovers, and others who owned Bernese Mountain Dogs. I started to dabble in Reels. I didn’t quite understand them or know how to make one, so I just created something – anything that would show that Moose was adorable and fun.

Over the next two years, I got better and better. I had a few Reels go viral but wasn’t sure where this was all going. There was something about hashtags and an algorithm I knew nothing about.

In August 2022, after I resigned from teaching in June of that year, I created a Bin Your Space Instagram account. I thought if I was going to have an organizing business, I had to show others my work and process.

I had 26 followers.

Not that numbers matter, but I had NO idea how to grow an audience on social media. I mean, people genuinely love cute dogs so that was easy.

I posted some things here and there. December came around and as I was preparing for hosting Christmas brunch, I decided to learn how to fold a napkin into a Christmas tree. It was the coolest thing!

I practiced several times and then decided to make a video of me telling others how to do this too. I posted a sped up version of my new napkin folding hack on December 8, 2022. By Christmas, it was VIRAL…and I don’t mean little cute puppy video viral, I mean views into the millions viral.

People started liking, sharing, commenting, and following.

But something else happened. People were trying this out too and tagging me in their result. It was the coolest thing since sliced bread.

So, I began sharing their posts and stories. I didn’t know at the time that was social proof in knowing what you were doing. Even my therapist did it!

Weeks after Christmas it was still going around and I was gaining more followers. Then, the big question came: What do I post now? Where do I go from here?

As I was scrolling on Instagram’s Inspiration section of what other business owners are doing, I came across an account that changed everything for me.

Shannon McKinstrie.

She is a social media mentor and strategist who also cares about small business owners being seen and growing their business.

With one reel, I was hooked.

Her page was (and still is) a flood of resources, ideas, and much more than just posting on Instagram.

From her, I learned how to connect to my audience, work on my messaging, and develop a strategy for posting on social media. I used to think having a strategy on Instagram was silly. Like, who has time for that? But I learned that if I didn’t, my content was not as successful.

It is through the content plan I made weekly that I started to gain clients, not just followers. Then, I started to change up my posts from carousels to stories to talk-to-camera reels.

More importantly, I learned the importance of the caption to my reel or post, use of hashtags and how to strategically use them, and that hooks were essential to posts too.

All of this was coming together and my teacher-heart leapt a little. I could harness my planning, personality, and energy into creating for my business just like I would create for my students.

I also learned from Shannon how to use storytelling and connect to how people feel. From there, my page grew which meant my business grew too. Now, I have several Reels that have gone viral, gained over 4,000 followers, connect to people from across the country and the world, and am able to help them along their decluttering journey too.

Yes! There are so many things. Where to start…

First, just know you don’t have to post every day. It’s about quality over quantity. You don’t want to be white noise on someone else’s feed and you want your content to be genuine. Posting every day will lead to burnout and you want posting to be fun and enjoyable and social.

Second, have a strategy before you start posting. At first when I heard someone say that, I thought to myself, “I don’t have time for that”, “I don’t need a strategy for social media”, and “That will never be me”. I wish I had started with a plan. Nothing crazy but just something simple to make my week’s content have a theme or consistency or to promote my services.

Third, don’t be afraid of the camera. People want to know YOU. The brand is great but they want to connect with you, know what you like, and how your day is going. Use stories to tell your story. It doesn’t have to be the deep personal stuff, but something that shows you’re a human too. If people can connect to you, then they can connect to what you offer also. It takes time. Start building a community, not a following.

What’s been the most effective strategy for growing your clientele?

Word of mouth and social media.

It is amazing to me how quickly word spreads but also the weight of someone’s recommendation. This year I’ve had 20 clients: 2 from Facebook, 5 from Instagram, and the rest were from speaking with people face-to-face or recommendations from someone they know who knew about my business.

People are starting to want to have less to manage in their homes and are tired of having piles of clutter or stuff in places. People want more open space.

Social media has been a huge advantage because nowadays people ask for recommendations in community groups they belong too. That’s how I got in contact with one client. A friend of mine is in a mom’s community group with my client on Facebook and when she asked about professional organizers, my friend was able to recommend my page and the rest is history. We’ve been working together since late September.

In addition, by using local hashtags, I am able to connect with others in my area and they can see my work as well. Another client of mine found my page from scrolling the Reels explore page and she saw I was close to where she lived. I helped her organize her kitchen, dining room, and part of the garage.

Bottom line, don’t discount the impact of social media.

Word of mouth is just as important. I have had several clients reach out to me because a mutual friend told them about how I resigned from teaching and I started my own business. Others have found me because our septic went up and I happened to make small talk with the owner about small business and I ended up organizing their kitchen, laundry room, and pool supplies.

People talk. Your business gets around. When people start seeing the positive change in their own life, they want to tell people about it and show people. My client’s organized spaces are marketing for what their friends or family members could have in their lives too.

For the upcoming holiday season, clients are now asking for gift cards so they can give the gift of organization to someone they love.

I am excited to see how Bin Your Space will continue to grow and I can’t believe how far it’s come in a short amount of time!

Contact Info:

• Website: binyourspace.com (will be up soon!)
• Instagram: @binyourspace
• Facebook: facebook.com/binyourspace
• Youtube: https://www.youtube.com/@binyourspace

Image Credits
Bekah Lindner | Evergreen Photo (for main picture)