“How to overcome the gorilla down the road”

Joe Runyan, a first time entrepreneur, came up with a refreshing idea for the dry cleaning industry. In 2004, he founded Hangers Cleaners (Kansas City), an environmentally safe project. Its biggest challenge is to survive against the multinational company of Proctor & Gamble, which is well known for its household brands and healthcare products.

Like Hangers Cleaners, you can find hundreds of creative and sustainable projects being set up today. Sustainability is the key-word of the 21^st century. Mr. Runyan found that liquid carbon dioxide was a perfect alternative for the aggressive chemicals that are used by traditional dry cleaners. His business plan was to drive throughout the city using a handful of vans, picking up the clothes and immediately charging the customers. I think his idea has lots of potential. You gain the thrust and confidence of the clients. Above that, he offered this service without extra payment. Later in 2008, however, P & G opened a similar eco-friendly dry cleaner, not far from Hangers Cleaners.

Joe Runyan now has to think fast. One way to differentiate from a big name such as P & G is to gain the thrust of the community. To do so, he can try to form partnerships with local companies, charities and set up his work there. Another option is to focus more on the use of vans. He eventually decided to make a combination of several options.

A project such as this has a heart, I think. Mr. Runyan followed his dream and thought all things through before making his decisions. In my opinion, it’s a perfect example of ethical behaviour in an organization, because the entrepreneur of our story has reached success without the risks of harming the environment.

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Mathias Aper