St. Joseph entrepreneur innovates to grow her dry-cleaning business in a struggling industry

Editor’s note: The following story was produced through a paid partnership with MOSourceLink, which boasts a mission to help entrepreneurs and small businesses across the state of Missouri grow and succeed by providing free, easy access to the help they need — when they need it.

ST. JOSEPH, Missouri — With only about half as many active dry cleaning businesses as there were at the turn of the century, Tonya McCrea’s fresh approach to the industry has helped her reach new heights with her dry cleaning and laundry venture.

East Hills Cleaners even expanded to two locations.

“I have a [strong] work ethic,” McCrea said. “I like to bring something different to the table because they’ll remember me. I just worked my tail off and knew that I could do it.”

Not only do her two St. Joseph, Missouri, locations (Faraon Street and Frederick Avenue) offer dry cleaning services, including for tennis shoes, cushions, rugs and other household items, but she also provides alterations and a convenient wash-and-fold laundry service for her busier customers. 

“If your time is valuable, you will use us,” McCrea said. “We’re for people who don’t want to sit at a laundromat for two, three hours. I’d rather maybe pay a little bit more and have somebody do it for me. So, it’s identifying those people and also educating them.”

East Hills Cleaners also has drop-off locations in both Maryville and St. Joseph Hy-Vee stores, as well as in Cameron at Cameron Nutrition.

East Hills Cleaners; photo by Taylor Wilmore, Startland News

Always looking for new ideas

Dry cleaning service establishments are on the decline as a whole — dropping from about 27,000 to 16,497 between from 2001 to 2022, according to the US Bureau of Labor Statistics. McCrea’s answer to that challenge is to stand out by diversifying her services, following an emerging industry trend.

“People say, ‘Why laundry and not just dry cleaning?’” McCrea said, noting more people are now working from home and don’t dry clean as often.

To gain even more loyal customers, she’s active on Facebook and offers regular promotions. For example, she is offering a $99 Mother’s Day special; customers can treat the women in their lives to a large laundry bag and a whole month of unlimited laundry services.

 “You can bring that bag in as many times as you want for 30 days,” McCrea said. “For a mother or two parents in the working world, it’s a great idea. Now, is that idea going to make me money? No, but I hope to get at least 20 to 30 new weekly customers.”

McCrea also plans to secure a contract to do full-service laundry for casinos, hoping that that will turn East Hills Cleaners into a commercial business, diversifying her income streams and offering more stability than just residential laundry alone.

“I will try any idea out there that makes sense. If it doesn’t work, then I stop it,” she said. “We have to continue looking for ways to grow.”

Tonya McCrea, East Hills Cleaners; photo by Taylor Wilmore, Startland News

Surrounded by support

McCrea purchased East Hills Cleaners in 2018 and transformed the store by actively researching and networking, joining Facebook groups and building a supportive community. 

“I built the business, and I did it by being different and creative,” she said, priding herself on how she markets herself more than a typical dry cleaning business would. “I’ve been surrounded by good people.”

One of those relationships is Rebecca Lobina, continuing professional education director and Missouri Small Business Development Center director. Lobina guided McCrea toward the Elevate program in 2021.

Elevate is free customized consulting for growing businesses and takes an in-depth look at their social media and marketing and explores how business owners can better serve their customers.

“The Elevate program was a turning point for me. It’s huge,” McCrea said, valuing how she was able to learn more about her business’s demographics and how to cater to customers in the best way possible with her services.

The Missouri SBDC, part of a nationwide network funded by the Small Business Administration, pairs with universities and other economic development arms across the nation to educate entrepreneurs, helping them succeed in their ventures.

“It’s kind of like a children and parents’ relationship in the sense that our whole goal is to help business owners grow to the point where they don’t need us anymore,” Lobina said.

For new entrepreneurs entering a market or industry they have no prior experience in, McCrea advised the best thing to do is to get your hands dirty and seek out the connections and resources you need.

“Work hard. Look for opportunities. Think outside the box,” she said “Give it a chance and be willing to try whatever it may be.”

More help for your business

Connecting with your local SBDC is a great way to find a no-cost business mentor and classes that can help level up your business game. But did you know there are more than 650 organizations in Missouri that can help your business, too? Best thing is MOSourceLink knows them all. Just tell us what you need online or call (866) 870-6500 8 a.m. to 5 p.m. Monday through Friday. A MOSourceLink representative will whip up your very own customized plan of next steps and the resources that can help. And it’s all free.