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Meet Shannon Caton of Purely Natural Cleaning Co in Atwater

Today we’d like to introduce you to Shannon Caton.

Shannon, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I remember my light bulb moment for this business like it was yesterday. The woman who cleaned our house had been in the hospital for severe asthma. It not only took a toll on her physical health but her finances too and it broke my heart. Once she told me that her friends who cleaned houses also had asthma, I knew it had to be from the chemical exposure of the cleaning products they were using. Out of a heartfelt reaction is when the idea struck.

Create a business that provides safer cleaning jobs, educates the cleaning specialists and promotes general awareness around environmental toxins. It seemed like a win-win for everyone. Luckily for me, I didn’t have to reinvent the wheel for this business. I found an amazing mentor in the cleaning industry and for the first few months, it was all learning, reading, studying and researching. I had a background in holistic health as a certified health coach, so I took that knowledge and combined it with the new business side I was learning.

I got the business set up and placed my new business cards at a friend’s local gym. With free marketing from social media and friends spreading the word, it wasn’t long before I had my first few clients. I quickly realized I needed help with initial cleans, so I trained and employed help from my cousin. It was really fun perfecting the cleaning method, finding the best and cleanest products and tools. As word spread, we gained more amazing customers, and in a few months, I was able to start hiring.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
There’s practically a good lesson for you to learn every day when you’re in business for yourself. Fortunately, I like to learn. Early on, I had envisioned my ideal client. I was overjoyed (and surprised) when I realized that’s who we were attracting! Funny enough, when I started the hiring process, I forgot to do this important step! It took me a while to figure this out – in fact, a fellow business friend had to point it out to me. I paused the hiring process, got clear on who our ideal employee was and went back to it. I’m so glad I learned that lesson in the beginning because having the right team is what creates a successful business. This is one area that we are still refining – marketing to the right future employees and cultivating a high-vibe team.

The first year in business, I had set the intention and desire to operate the business with flow and ease. I know this sounds crazy and unrealistic because most people have the idea that “starting a business is hard and exhausting.” I thought, why can’t it be fun and less complicated? I had heard too many stories where entrepreneurs hustled so hard that they wore themselves out. That approach sounded draining to me. So I declared that if something wasn’t working, I wasn’t going to force it, but rather find another route that required less wasted energy. For me, it wasn’t about following all of the textbook business rules; it was about operating from a certain mindset and trusting my intuition more often. There are always bumps in the road, some bigger than others, but how you navigate around them is up to you. Setting that intention from the very beginning was something I always went back to that helped me navigate with more ease.

Please tell us about Purely Natural Cleaning Co.
What we do is pretty straightforward, we clean the interior of homes with nontoxic products. Our clients may have a different perspective on what we do, such as: give them a moment of sanity, a break from nagging about chores, an entire weekend to spend with family, zero arguments of who needs to take out the trash, or time to do what they really want. Whatever added bonus our clients receive from having a clean house, I’m so proud that we are the first and only company in our town that offers a safer cleaning service.

It makes me so happy when new mothers are excited to have found us. I feel good knowing that everyone in that home is breathing safer air and they can bathe their children in a tub that doesn’t have harmful toxic residues left behind. As a conscious company, our mission is to enrich the quality of lives in our community by creating healthier jobs and healthier homes.

Do you look back particularly fondly on any memories from childhood?
I grew up in rural Merced, CA and had goats (before they were cool!) since the age of nine. Some of my favorite childhood memories revolve around caring for my animals. Milking goats twice a day by hand would be a dreadful chore for most, but I loved it. The still mornings, smell of sweet hay and the sounds of milk streaming into the stainless steel bucket was sort of like my meditation practice. Keeping my barn orderly and clean was one of my top priorities and something I took great pride in. Kind of funny how that work ethic and joy for cleanliness is infused into what I’m doing today.

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