Pro tip: If you can’t see yourself getting up every morning for the next ten years and being excited about going to work, don’t launch a startup.

Ajay Prakash co-founded Rinse in 2013 to take the friction out of laundry and dry cleaning — for consumers, and for the small, family-owned businesses behind the counter.

Since then, Rinse has scaled into a national brand, and Ajay has become a lecturer at Stanford Graduate Business School’s Startup Garage, where he teaches frameworks for validating ideas, testing business models, and knowing when it’s time to take the leap into entrepreneurship.

I invited him on to share what he’s learned about developing domain expertise from scratch, building trust with co-founders, and avoiding the early mistakes that can derail a promising business.

(2:22) Ajay talks about two trends that led him to co-found Rinse in 2013.

(4:15) Rinse co-founder James Joun was “one of my best friends from college.”

(5:29) “When we started, we spent a lot of time with James’ parents in the dry-cleaning store.”

(6:40) Before taking the leap, founders should identify their “passion, expertise, and market opportunity.”

(9:11) “As you build a company, answering the question of ‘why now’ and ‘why me’ is really important.”

(11:19) “We signed up 11 of our friends. We picked up their clothes.”

(14:17) “Every smart investor we talked to… told us we had to be on-demand.”

(17:41) Early signals led Rinse to pivot from pricing per pound to adopting a subscription model.

(20:23) His approach to crafting customer personas.

(22:05) “We always envisioned helping the local cleaners.”

(27:11) From the start, Rinse used Net Promoter Scores and surveys to glean customer insights.

(30:44) The “two general areas of lessons” Ajay teaches at Stanford’s Startup Garage.

(34:53) Why he encourages Startup Garage students to keep asking themselves, “Am I still excited?”

(37:41) How to prepare for the mental challenges of being a startup founder.

(40:01) Is Rinse’s operational model adaptable to other industries and services?

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Thanks for listening!

– Walter.