The business operates on a simple mail-in model: the customer packs their shoes, sends them to your address, you clean them professionally and return them. The entire process is contactless. Customer acquisition is purely digital — via a website, social media, or local listings. Differentiation rests on quality of work and reliability; customers must trust that you will return their shoes in better condition and undamaged. Key challenges are acquiring the first customers, managing logistics responsibility, and mastering cleaning techniques across different materials.