Why Your Best WNF Client is Worth 10x Your Average Client

Many laundromat owners are net fishing. Casting wide, hoping to catch whatever swims by. Marketing to "everyone within a certain radius".

What if the real opportunity is in fly fishing? Knowing exactly where your best catches live and what makes them bite?

I dived deep into this concept after discovering something fascinating in our own WNF and PUD data. When we mapped out our best clients, the results challenged everything I thought I knew about getting clients.

The Superconsumer Discovery

Let me share a story about Kelly, one of our WNF clients. When I presented this concept at Daniels Equipment's Profit Symposium in October 2023⁴, I used Kelly as a prime example. Over the previous year, Kelly had placed 88 orders with an average ticket of $42. That's nearly $3,700 in revenue from one client. But here's what makes Kelly special, it's not just the spending. Kelly refers people, and speak highly of the service.

Kelly is what growth strategist Eddie Yoon calls a "superconsumer."

According to Yoon's research, superconsumers represent just 10% of buyers but drive 30-40% of revenue and more than 50% of profits.¹ They're not just heavy users, they combine big spending with high engagement and deep emotional investment in your service.

Think about it. Your WNF superconsumers are spending more weekly than average clients. They're emotionally invested in the convenience you provide. They trust you with their clothes, their time, and often become your biggest advocates.

The Mapping Revelation

Here's where things got interesting. When we pulled addresses for our top WNF and PUD clients and plotted them on a map, we expected to see dots scattered randomly across our service area.

Instead, we saw clusters. Dense concentrations of red dots in specific buildings, blocks, and areas.

This was our introduction to what Yoon calls "supergeos”. Geographic areas with higher concentrations of superconsumers.² It turns out people who live or work in the same buildings, subdivisions, HOAs, etc. often share similar lifestyles, incomes, and values.

In our case, we discovered multiple superconsumers living in the same buildings or even on the same blocks. When people with similar lifestyles and needs discover a service that works, word spreads quickly through their network.

Why This Changes Everything

The traditional approach to marketing WNF and PUD services is like using a shotgun, spread your message everywhere and hope something sticks. But understanding supergeos is like switching to a sniper rifle.

Here's why this matters:

1. People talk to their neighbors. When your superconsumer in apartment 4B raves about your service, 4A listens. In tight-knit communities, word-of-mouth is exponentially more powerful.

2. Similar people have similar needs. If someone in a luxury high rise values your WNF service, chances are their neighbors will too. Same goes for busy professionals in that new development or families in that subdivision.

3. Marketing efficiency skyrockets. Instead of generic "we do laundry" flyers everywhere, you can craft specific messages for specific communities. Target the buildings where your best clients already live.

4. Your superconsumers become your sales force. They're already emotionally invested in your service. Give them the tools to spread the word in their community, and they will.

Thinking about the thinking of laundry:
When you realize your best clients are clustered, you start investing where it actually matters.

Practical Implementation

Ready to find your own superconsumers and supergeos? Here's how:

Step 1: Identify Your Superconsumers

Look for clients who exhibit these three characteristics:

• Frequency: They use your services regularly (weekly or bi-weekly for WNF/PUD)
• Spend: Their average ticket is higher than others
• Engagement: They refer others, leave reviews, or actively communicate with your team

Pull your POS data for the last 12 months. Sort by total revenue and frequency. Your top 10% are likely your superconsumers.

Step 2: Map Them

You don't need fancy software. Use Google Maps and drop pins for each superconsumer's address. Look for clusters. Are multiple clients in the same building? Same block? Same neighborhood?

Step 3: Analyze the Patterns

What do these locations have in common?

• Building type (luxury, walk-up, doorman)?
• Demographics (young professionals, families, seniors)?
• Proximity to your location?
• Access to in building laundry?

Step 4: Market to Supergeos

Once you've identified your supergeos, focus your marketing:

• Building partnerships: Approach building management about exclusive resident offers
• Targeted direct mail: Send postcards only to buildings with proven demand
• Referral programs: Incentivize your supers to bring in neighbors
• Community presence: Sponsor building events or HOA gatherings

The Multiplier Effect

Here's the beautiful part - superconsumers create more superconsumers. Yoon's research shows they "influence millions through social media and word of mouth."³

In a laundry context, this means:

• One satisfied superconsumer tells their neighbor about your pickup service
• That neighbor tries it and becomes a regular
• Soon, your service becomes "what everyone in the building uses"
• New residents hear about you before they even unpack

I've seen this happen firsthand. We had building and blocks go from a couple of clients to several in months, purely through word-of-mouth. No advertising, no promotions, just superconsumers doing what they do best, evangelizing services they love.

Your Next Steps

This week, I challenge you to:

1. Pull your client data and identify your top 10% by revenue
2. Map where they live or work
3. Look for clusters, your supergeos
4. Pick one supergeo and create a targeted marketing campaign

Stop casting nets hoping to catch whatever swims by. Start fly fishing where you know the best catches live.

The future of your laundry business isn't in serving everyone adequately. It's in serving your best clients exceptionally and finding more just like them.

That's all I got for you today.

Waleed

Join me on Linkedin, YouTube, or X (Twitter)

Echoing the thoughts of Eddie Yoon.

They will tell you the good, bad, and ugly about your industry and your brand. These superconsumers provide invaluable feedback with real depth of knowledge

Footnotes:

¹ Yoon, Eddie. "Make Your Best Customers Even Better." Harvard Business Review, March 2014.
² Yoon, Eddie. Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth. Harvard Business Review Press, 2016.
³ Yoon, Eddie. "Five Characteristics of Superconsumers." Superconsumers. Harvard Business Review Press, 2016, p. 21.
⁴ Daniels Equipment Profit Symposium, October 2023.