Today we’d like to introduce you to Steven Ruscoe.
Steven, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started out detailing vehicles at a car wash in Richmond Hill GA back in 2009 as a temporary job so I can continue to pay my bills. I worked there for two years where I learned the basics of how to detail a vehicle but grew tired of that location.
I wound up leaving that job due to different viewpoints between myself and management so I was looking for opportunities elsewhere. I linked up with a detailing company that serviced all of the dealerships in Savannah and immediately got started working at JC Lewis Ford in Savannah. Within a three-year stretch of working for that company, I was able to really hone in on my skill which took me to the next level. During my time of employment with that company, I worked at JC Lewis Ford, Vaden Nissan, Fairway Lincoln Mazda Mercury, Chatham Parkway Lexus Toyota Subaru Scion, and Dan Vaden Chevy. I held management positions at many of those locations where I oversaw the detail department to ensure everything was as perfect as can be.
After I left the company I was working for, I got hired directly at Coastal Chevrolet where I was the detail manager and head detailer. I worked for Coastal Chevrolet for three years until I decided it was time to leave that job. After I left, I was looking for another opportunity that presented itself as a manager for Savannah Car Wash in Pooler. When I took the job at Savannah Car Wash I was managing a large team of detailers and helping manage the books for my department, so I was able to learn bookkeeping at this point in my life which was very beneficial at the time but I did not realize it. With three years on the books, I decided again it was time to part ways with that company and seek better opportunities.
I moved on to the whole corporate America thing for a few years which wasn’t my passion but it was paying the bills and ultimately wound up settling down at a trucking brokerage where I was in charge of paying drivers and coordinating schedules for them. I thought this job was supposed to be a lifetime thing and I wanted it to be but I started becoming severely depressed and gaining a ton of weight which made me even more depressed. Throughout this entire time, I was still perfecting my craft and providing top-notch services in my spare time which was few and far between but I still managed to get it done.
I was making the most I ever made at this job ($60k) but ultimately I wasn’t happy so I started coming up with a game plan. I knew that I wanted to be a business owner so I could make my own money and forge my own path in this life so I made that happen. When I left that job at the beginning of COVID to start my company I literally had $500 in my bank account with nothing in savings, a mortgage, and all of those fun adult bills that everyone absolutely loves. It was really scary thinking about what the future held for me but I made the jump and started my business full time.
Within the first year of business, I saw giant growth and I managed to double my previous yearly income by working half of the amount of time I was in a week. This opened me up to live the life I’ve always wanted by calling my own shots and making my own schedule. After one year of business, I decided to hire two employees to help me out which was an even better decision because the business just kept growing. During this time, I managed to get a contract at a local dealership in Rincon, add a whole host of services, and bring on a top-notch marketing team.
Today, I managed to double my yearly revenue from my previous year and continue to grow and expand my company. Looking towards the future I would say my goal is to have a building and a national franchise to offer my services across this great country. As of now, I have been detailing for 13 years, I have completed 15,000 vehicles personally, and I have 10 years of protective coating experience.
Alright, 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?
None of this has been easy and there have been plenty of times where I’ve gotten collection notices and repossession notices of different vehicles, a house I was living in at one point was going into foreclosure and everything was not okay in my world. I’ve had 1,000 plus dollars negative in my bank account at one point and I was slowly losing hope but something inside me told me to keep pushing no matter what so I did and I never stopped.
I have dealt with struggling to get customers, adapting to a new mindset suited for business, personal growth challenges, and mental health issues at my low points, the stress of owning a business, and wondering if the next month is the month where it all falls apart, figuring out what the best marketing strategies are, and trying to constantly critique my own work so I can provide top-notch service.
All of these issues shaped who I am today and set me up for a successful future. I never let it get the best of me and it shows.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
I own a mobile detailing company that specializes in long-term protective coatings and full vehicle reconditioning services. We detail everything you can think of (planes, boats, cars, trucks, motorcycles, heavy equipment, recreational vehicles, and more)
My company is known for its top-notch customer service and professional detailing. We are not the type of company that has a cash grab mindset. I believe in honesty and integrity above all. I believe in taking care of our customers as best we can and really looking out for everybody’s pocket. If I feel a job isn’t going to take me as long as previously thought I will always adjust my prices accordingly to give people the best deal possible.
I am extremely proud of the brand that I am developing right now and with the help of Vexa Digital Marketing, it is really starting to take shape as a company that can be franchised. Northern Lights Auto Detailing is a force to be reckoned with in our immediate area. We have over 50 five-star reviews on Facebook with tons of happy repeat customers.
If anybody in the surrounding Savannah area is looking for a professional level of detailing at a great price please reach out and let me show you how we can make your vehicle look the best it ever has.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Networking is extremely important. My best advice would be to hang out with groups of people that are above your social class. I know that’s weird to read and it’s weird for me to say but it’s something I’ve always done and has worked out to my benefit. I’ve always tried to hang out with people that are more successful than me and are in a better place in life than I am.
This has opened up tons of opportunities and ultimately it has helped shape my mindset to be more business-oriented. I hang out with people that can buy anything I’ve ever had and anything I will ever own and because of their success, I have a great example to base my future success on.
Go out and meet new people, mingle with crowds you normally wouldn’t associate yourself with, always strive to meet successful people, and surround yourself with people that you want to be like.
Pricing:
- 1 year ceramic $749 (cars/trucks)
- 3 year ceramic $1200 (cars/trucks)
- 5 year graphene $1500 (cars/trucks)
- 10 year graphene $1900 (cars/trucks)
- Basic services range from $200-$500
Contact Info:
- Email: [email protected]
- Website: Northernlightsautodetailing.com
- Instagram: Instagram.com/northernlightsautodetailing
- Facebook: Facebook.com/northernlightsautodetail
Image Credits
Steven Ruscoe and Northern Lights Auto Detailing
