We caught up with the brilliant and insightful Jesse Rios a few weeks ago and have shared our conversation below.

Alright, Jesse thanks for taking the time to share your stories and insights with us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

First of all, I grew up around automotive repair garages my entire life. My next door neighbor was literally a car shop. My uncle started a car shop when I was young and the building next to his was a detail shop. I think that made an impact. Not at first though.. I’ve lived a pretty crazy life and I had nothing to do with the automotive industry. The idea came about when I was the Operations Manager of a business in Omaha Nebraska and learned an incredible amount about business from the owner and the General Manager. I knew my position was most likely the highest I would go in the business for quite some time because the GM was the son of the Owner. I’ve always wanted to start my own business and I actually have, but they didn’t work out for a number of reasons. My wife and I, along with our 3 kids, decided we were going to move back home to Holland, MI and I’d find a job and try to start a business on the side until I got enough traction to go in full time on the business. For weeks before we moved I was researching everything I could find on “How to Start a Detailing Business” and felt very confident that I could do this on the side by appointment for some extra income. The day after we moved, I visited my uncles auto shop and noticed he had a pretty big garage bay at the end of his building that he was using for storage. I asked him what he thought about me using the bay to detail vehicles and he said he use to have a detailer use that bay, but hadn’t for a couple years and if I cleaned everything out then I could use it. Over the next week in between interviews, applications, and practicing on family and friends vehicles I still hadn’t found a job that I would make enough to support my family. I decided it was time to launch GR8FL Auto Detailing while I was still filling out applications. I posted in one of the Holland Facebook groups introducing myself, and letting people know about my business and a got a few customers that booked with me immediately. After a few weeks I was posting pictures on social media of the before and after and someone made a really rude comment about the before. They were really demeaning to my client for how messy their vehicle was and I didn’t like that. I made a post on the Holland Facebook pages explaining that I never judge anyone for the state their vehicle is in when they come to me and how I see it all as someone who is doing the best they can, and I’m here to help. That post went crazy viral and I was booked up for the next month with over 40 vehicles. I stopped submitting applications and have been all in full time ever since. I’ve fully committed myself to this business and take great pride in the experience I offer my clients. The purpose behind what I do is to serve the community. I recently found out I was nominated as a Finalist in the West Michigan Best of the Best 2023 in Car Wash / Detail Shop and I’m beyond honored. To be a Finalist and only open for 6 months is mind-blowing to me.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

The name of my business is GR8FL Auto Detailing. The main reason is because I’m simply just grateful for life. Every day we wake up is a gift and I’m on a mission to use my time in service of others. My goal is to create an experience for my clients that is stress free, with no judgement, and no surprises when it comes time to pay. I had an experience as a customer of a detail shop where I got a quote of $160 for my vehicle and when I brought it in to them, they explained different ways that it was going to be more money. I ended up paying $320 for that detail and I didn’t like how it felt. I’ve come to realize most detail shops operate this way with lots of little upcharges and extra services that are needed and they basically double the price. I decided I wanted to be different. I created 5 detail packages that range in price, incorporate what each client is looking for, and keep each at that flat rate. No surprise costs. The service you want will be part of 1 or more of the service packages and you’ll know what to expect. Something else I realized was that for a lot of people, getting their vehicle detailed is a luxury and I’ve pledged that 100% of the tips we receive go towards giving out FREE DETAILS to people throughout the community. This has actually become my favorite part of the community outreach we do. Since we opened in July of 2023, GR8FL Detailing as given out 12 free details. That’s basically 1 free detail every other week. We are super proud of this aspect of the business, and our goal for 2024 is to give out 52 free details. GR8FL is more than just a detail shop to me, it’s a resource for me to connect to the community and do my part to make people’s lives a little brighter. GR8FL Auto Detailing is truly and proudly serving Holland, Zeeland, and the surrounding area with a GRATEFUl heart.

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

Detailing a clients vehicle is one of several ways the business generates business. One of the main drivers of our business this past December was Gift Certificates. I had a deal that if someone spent $100 or more, they would receive an additional $25 of that gift certificate and that was a popular gift. Another way is by partnering with Automotive repair shops so they can offer detailing to their customers and we are able to fulfill those services for them. Any business with a fleet of vehicles, especially vehicles that can’t just drive through a car wash is another part of the business. We have mobile detailing capabilities and go on site for a construction company and detail their work trucks once a week or once a month. Lastly, car dealerships big and small have partnered with GR8FL to either supplement their in-house detailer, use for specialty services like Vinyl Wrap Removal, go to the dealership and wash down the exterior of their vehicles out on the lot, or even detail every trade in vehicle they receive.

Can you open up about how you funded your business?

I had just moved to the area and had no income yet. When I pitched the idea of my business to run out of the garage my uncle owned he knew I would need help. He didn’t charge me rent for the first two months, and he loaned me $1,000 to buy all the equipment and chemicals I would need to get started. Without his support I wouldn’t have been able to jumpstart so quickly. His name is Angel and he’s the owner of A&J Automotive in holland. He’s connected me to some guys that flip cars as a side hustle and I detail for them, and my uncle also sends me customer cars that want the service. Without Angel, I would probably be working at a factory still dreaming of starting my business. I was so confident I knew how to do this, and he believed in me. I made every penny matter so I could get the most of the gift he was giving to me.

Contact Info:

• Website: GR8FLdetailing.com
• Instagram: Instagram.com/gr8fl.detailing
• Facebook: https://www.facebook.com/people/GR8FL-Auto-Detailing/100094589771939/
• Twitter: @GR8FL_detailing
• Youtube: GR8FL Details
• Yelp: GR8FL Auto Detailing, LLC.
• Other: https://www.tiktok.com/@gr8fl.detailing

Image Credits
GR8FL Jesse