Being my own boss is what I love most about my successful side hustle that started with just $2,000 and now generates $100,000 annually.

The Millennial Money series by CNBC Make It showcases how individuals worldwide manage their finances, including their income, expenditures, and savings.

Anna-Marie Ortiz, owner of Cool Aunt Cleaners, has gained insight into the resilience and adaptability required for small business success after one year in operation.

She manages fluctuating revenue, controls operational costs, and makes tough decisions, such as downsizing her team, while cleaning apartments with a portable vacuum strapped to her back in Portland, Oregon.

"At first, I was unsure of how it would turn out," she says to CNBC Make It. "However, you persist because you have faith in what you're creating."

In July 2023, Ortiz launched her business with her last $2,000 in savings. Since then, it has expanded from a part-time side hustle to a projected $100,000+ revenue business in 2024. Currently, she earns a salary of approximately $29,000 per year.

Despite facing obstacles and making adjustments, Ortiz remains determined to expand her business. "Looking back on the past year, it hasn't been easy, but it's been worth it, knowing that we're heading in the right direction," she says.

Growing up paycheck to paycheck

Ortiz, raised in Wichita, Kansas, with four sisters by young parents who divorced when she was 3, later experienced financial difficulties with her stepfather's flooring business.

""Being poor has been a constant in my life," says Ortiz."

The family struggled financially, constantly having to make tough decisions about spending and often resorting to secondhand items to save money.

Ortiz, who was in fourth grade, experienced social isolation when the family moved from Wichita to an 80-acre farm near Kingman, Kansas. As one of the few people of color living near a predominantly white "cow town," she felt isolated.

She was occupied with a multitude of tasks on the farm, which included cleaning, weeding, and operating the tractor. During weekends, she frequently assisted her stepfather in his flooring enterprise, performing tasks such as laying baseboards and other related duties.

"Like any teenager, I resented the strict upbringing in my household," Ortiz says. "But now, looking back, I believe it played a significant role in shaping me into the person I am today."

Becoming an entrepreneur

In 2012, Ortiz graduated from high school and received a track scholarship to study business at Butler Community College near Wichita.

At the time, she was unsure about her career path and believed college was an expensive way to determine it. As a result, she dropped out after one year.

Ortiz worked as a server at a café in Lawrence, Kansas before being invited to join a fintech startup founder on a project.

"Starting a business is risky, like playing the lottery every day," she admits. "But at that age, what else do you have to focus on?"

In the following years, Ortiz collaborated with the founder on several projects that eventually failed, but through this experience, she earned an "unconventional four-year degree in business," honing her abilities in sales, marketing, and project management.

Ortiz, disillusioned with the unpredictability of startup projects, briefly re-enrolled in college in 2018 and 2019. However, he found himself feeling unhappy and questioning the purpose of his education. He wondered, "What is the ultimate goal? I don't see myself working for anyone."

In 2020, Ortiz and a high school friend decided to open a plant shop. However, the shop launched just before the Covid-19 pandemic, and despite shifting to online sales, it struggled to make a profit and closed in early 2021.

Although the shop failed, Ortiz gained valuable insights from running it that she applied to her cleaning business. Additionally, she recognized through the partnership that she had selfish tendencies and a strong vision, which led her to want things done her way.

Starting her own cleaning business

Ortiz, after experiencing a tough breakup and the shutdown of her shop, recognized the need for a change in her life. In September 2022, she relocated to Portland and continued to work remotely for her fintech startup job.

She says, "I desired a fresh start in a new city where I could start anew and build something from scratch."

Her desire to pursue a side hustle was intensified by this, and after thorough investigation, she decided to launch a cleaning service in July 2023. Unlike her retail store, cleaning had minimal startup expenses, required no inventory management, and could be handled independently. Additionally, Ortiz believed she could differentiate herself in the market by leveraging her technological and advertising expertise in an industry dominated by small "mom and pop shops."

Ortiz used her last $2,000 in savings to purchase supplies, design a logo, and register her business as a limited liability company.

She recognized a chance to cater to the numerous young professionals residing in smaller condos and opted for the name Cool Aunt Cleaners to attract a younger clientele.

Ortiz marketed her business by distributing flyers and cards in specific areas, while minimizing expenses through avoiding online ads.

Starting off slow, the company generated $2,595 in its first month. However, Ortiz remained determined and decided to focus on Cool Aunt Cleaners full-time starting in November 2023.

Running the business

Cool Aunt Cleaners specializes in providing residential cleaning, move-out cleans, and turnovers for short-term rental properties.

Determining pricing was challenging initially, as Ortiz explains: "Although you reside in a wealthier neighborhood or a larger home, it does not necessarily imply that you earn more money. In fact, it often means that you earn less."

Although the business started with monthly earnings of less than $5,000, it has consistently generated an average of $10,000 per month throughout 2024. It is projected to achieve over $100,000 in revenue by the end of the year.

Initially, Ortiz enlarged her team by hiring up to four cleaners to manage the business efficiently. Nevertheless, with flat-rate pricing for clients and hourly wages for employees, her expenses escalated when jobs prolonged. Moreover, ensuring that every cleaning was executed flawlessly resulted in unforeseen labor costs.

Ortiz opted to reduce her team to manage the business on her own temporarily.

She hired a part-time worker in August with a new pay structure and plans to expand further when she can secure more cleanings.

Ortiz and her employee handle up to 10 cleanings per week, with Ortiz assisting on about two to three of those cleanings. The company currently has about 15 to 20 recurring clients.

Ortiz's small business is profitable, with an annual net income of approximately $29,000 after accounting for payroll expenses.

Ortiz prefers the freedom and flexibility of running her own business over a traditional 9-to-5, even though she earns less than $60,000 at her previous job. She hopes that, with time, the financial payoff will reflect her hard work as she grows the business.

How she spends her money

Here's how Ortiz spent her money in August 2024.

• Credit card repayment: $4,537
• Housing: $1,350 for her share of rent
• Transportation: $380 for car payment, gas and Uber ride
• Discretionary: $205 for pet expenses and clothes
• Phone: $100
• Dining out: $77
• Her gym membership, Amazon Prime, Spotify, and Apple storage cost $63 per month.

Ortiz's unexpected expenses in Portland resulted in $14,000 in credit card debt. However, in August, she made a significant payment using money she'd saved over the summer, reducing her total credit card debt to approximately $5,000.

"This is the most I've ever spent on rent, gas, eggs, and everything else since moving to the West Coast," she says, "It's insane out here."

She has only one other debt, which is a student loan balance of approximately $10,000 that is currently in forbearance, meaning payments are temporarily paused. She intends to delay payments until her lender contacts her.

In August, Ortiz contributed $1,350 towards the rent of the apartment she shared with her ex-boyfriend. The couple divided the total rent, utilities, and groceries expenses while living together, with her ex-boyfriend covering the remaining $2,150.

Ortiz keeps her expenses low, rarely spending on entertainment or travel. She doesn't have health insurance and deducts her car insurance as a business expense.

""When I spend money, I don't feel good, but when I earn and save money, I feel really good," she says."

Looking ahead

Cool Aunt Cleaners beyond Portland has ambitious plans to become a "seven-figure business" under Ortiz's leadership.

She aims to expand into other cities by the end of 2025. To achieve this, she plans to use digital ads for the first time, streamline client onboarding with new software, and hire at least six more employees.

Although it is difficult to run a small business, she cherishes the autonomy and sense of purpose it provides.

"Being my own boss gives me the freedom to choose my own path and establish a work environment that aligns with my beliefs."

Ortiz, who grew up in a financially struggling family, is determined to achieve self-reliance by becoming financially independent.

She asserts that she desires to become the family member who establishes lasting wealth and creates a legacy.

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