It started with a laundry pile. Back in 2012, Sunshine Coast mum Susan Toft was staring at a mountain of washing in the spare room, wondering how she was going to deal with all of it.

“I realised that laundry was one of those never-ending household tasks that consumed four to five hours of people’s week. Time that could be better spent with family, advancing careers, or simply enjoying life.”

That lightbulb moment sparked what would become a global-first business model, and Australia’s most colourful laundry revolution. Fast forward to today, and The Laundry Lady is a multi-million-dollar online marketplace with over 350 independent contractors (aka Laundry Ladies and Lads) operating across Australia and New Zealand, with expansion plans into Canada and the UK. Not bad for something born out of household chaos.

But make no mistake, success didn’t happen overnight.

“I started as a sole trader in 2012, doing the laundry myself to understand every aspect of the service,” Susan says. “This hands-on experience for five plus years became invaluable when I incorporated the company in 2021 and began scaling with our contractor model.”

From spare room to smart tech

While the idea was born from a domestic headache, Susan quickly saw the gap in the market.

“The laundry industry had a massive gap in the low-to-mid volume market,” she explains. “Large commercial operators focus on hotels, hospitals, and hospitality with huge volumes. Dry cleaners handle specialty chemical cleaning. Laundromats require customers to do the work themselves.

“But nobody was serving busy families, small businesses, or individuals who just needed regular washing done conveniently and professionally.”

Enter The Laundry Lady, powered by TimeBoss®, Susan’s custom-built software platform that handles everything, from bookings and scheduling to training and payments.

“We’re first-to-market globally with this model, and our TimeBoss® platform is the only commercially available end-to-end solution for this type of service marketplace.”

She adds, “People are often surprised that we’re not just a laundry service, we’re actually a technology company!”

 Regional, flexible and bloody proud of it

If anyone still believes you need to be based in a capital city to build a global business, Susan’s here to bust that myth.

“I can run a multi-million-dollar international business while living on the beautiful Sunshine Coast. Our team enjoys beach proximity, community connections, and a lifestyle that aligns with our values of flexibility and balance.”

It’s a value that runs deep through the business model. “90 per cent of our team are women. Many of them are mothers and caregivers, part-time workers (and this is their side hustle), students, return to work, and more.”

Some contractors earn $300 a week; others rake in up to $3,000.

“It’s genuine entrepreneurship, not one-off gig economy work.”

And it’s having a tangible impact.

“Receiving messages from our contractors, 90 per cent of whom are women, telling me how joining The Laundry Lady has changed their lives… that’s so rewarding.

“They’re mothers, grandmothers, and caregivers who now earn a decent income while maintaining the flexibility to care for their families. Some have never owned a business before, and we’ve given them the tools, education, and support to succeed.”

Big hearts, big numbers

The scale of the operation is impressive. Since its humble side hustle days, the Laundry Lady has grown into a powerhouse with more than 350 contractors working across two countries. The business is on track to hit $8.6 million in revenue for FY25, with forecasts pointing to $12 million the following year. The business has earned its stripes too, recently ranked #44 on the AFR Fast Starters List and the proud owner of not one but two SmartCompany Smart50 Awards for Marketing and People Power.

But that’s not the only accolade.

“Winning the ACS Labs River City pitch competition in Brisbane in late 2024… being named Founder of the Year at the Women in Digital Awards… appearing on Shark Tank Australia. These moments aren’t just personal wins,“ says Susan. “They validate our entire team’s hard work.”

Still, awards aside, Susan reckons it’s the everyday impact that really matters.

“We’ve assisted customers who are physically unable to complete their laundry due to injury or circumstances. That’s the stuff that makes it meaningful.”

Building a business around lifestyle

What Susan loves most about being a regional business owner? No contest.

“The work-life balance is incredible,“ she says. “Being regional keeps us grounded in real community needs. We understand our customers because we are our customers—busy regional families and businesses who value convenience and quality service.“

She’s also a big believer in backing yourself, no matter your postcode. “Don’t let location limit your ambition! We’ve proven you can build a multi-million-dollar international business from regional Australia.”

Her advice to other would-be founders is practical.

“Focus on solving real problems for real people. Leverage technology to overcome geographical limitations. Apply for every relevant grant and award. Regional businesses often have access to specific funding opportunities,” she says.

“The recognition helps establish credibility when you’re competing with city-based businesses.”

She adds, “I certainly made use of grants and funding opportunities to go from solo mumpreneur to scalable startup and international success!”

Staying in touch stops the wheels from falling off

With hundreds of contractors scattered across two countries (and more to come), Susan had to get creative about building culture and consistency. And judging from her happy staff, she nailed it.

“We’ve tackled this by building a strong community culture. We have our Contractor of the Month awards, a new loyalty program, and a private Facebook group where our Laundry Ladies and Lads share tips, celebrate wins, and support each other,“ she says.

“Our monthly e-newsletters keep everyone connected and informed.”

Consistency of service was another early challenge for the business. Susan didn’t want customers in Tasmania to have a different experience from those in Darwin.

“We’ve addressed this through comprehensive training programs, quality checks, and robust customer review systems.”

Of course, TimeBoss® helps keep everything running like clockwork.

“It provides real-time communication throughout the service journey. From booking confirmations to pickup notifications to delivery updates.”

Local roots, global reach

Susan’s proud of her Sunshine Coast base. A lifestyle choice to begin with, it’s also a strategic decision that keeps the business grounded and gives back to the local economy.

“We’re significantly boosting the Sunshine Coast economy by supporting 10 full-time staff members at our Baringa headquarters while creating 20+ contractor opportunities across the region. These numbers jump to 300+ nationally, with all revenue being driven back to our Sunshine Coast base>” she says.

“We’ve also partnered with local Sunshine Coast manufacturers like Concept Labs and Kin Kin Naturals for our exclusive laundry liquid products, keeping our supply chains regional.”

Plus, the biz gives back from sponsoring local sporting teams and contributing to school fundraisers.

“We’re proving that regional Australian businesses can develop cutting-edge technology and scale internationally while maintaining strong local roots.“

What’s next?

More countries. More customers. And more pink laundry bags.

“We’re targeting $12M ARR for FY2026,“ Susan says. “Internationally, we’re launching in Canada and the UK in the next 12 months, building on our successful New Zealand expansion model.”

Back at home, the business is also growing.

“We’re continuing to expand across Australia and New Zealand. There are still plenty of locations where busy families and businesses need our services.”

Behind the scenes, TimeBoss® is getting a glow-up, too.

“We’re continually enhancing it with advanced capabilities and predictive analytics for demand forecasting.”

And she’s aiming to grow the contractor network to 500+ while offering even better support and training.

A regional hero for modern times

Susan says being named a Regional Heroes finalist is the cherry on top. “This recognition shows that regional businesses can compete at the highest levels and create a genuine impact.

“It’s also meaningful because it highlights the broader impact we’re having. Not just as a successful business, but as a company that’s creating opportunities for women, supporting local communities, and demonstrating new models of flexible work.”

So, what’s the moral of this regional success story?

“Back yourself. Use tech. Build your community. And don’t be afraid to do the washing, sometimes that’s where the magic starts.”

Find out more about The Laundy Lady Or follow her on socials: Facebook: @thelaundryladyaus;  Instagram: @laundrylady_aus and TikTok @laundryladyau

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