Logan Richetti sits down with Carrie Everett — owner of Midland’s award-winning C&A Servicez and the inventor behind the brand-new Safiee cleaning tool container. Carrie shares the full journey: the light-bulb moment while scrubbing a toilet, the prototype built by SVSU’s innovation lab, navigating patent decisions, finding local support through CMURC and the Midland Business Alliance, and her bold vision to take Safiee to market. Her story reveals the gritty, behind-the-scenes reality of turning an idea into a patented product — all while juggling business, motherhood, and sheer determination.
But Carrie's entrepreneurial story is only half of her truth. She opens up about addiction, recovery, rebuilding her self-worth, and the unshakable mindset that fuels her today. From being denied a gas station job due to her past to becoming Midland’s top-rated cleaning company and building a viral TikTok presence, Carrie explains how she transformed the same energy that once fed her addiction into a force for creation, action, and impact. This episode is raw, inspiring, and a reminder that the next big idea can be born anywhere — even bent over a toilet with a scrub daddy in hand.
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Keywords
Keri Everett, C&A Service, Safie, Safie cleaning product, Midland Michigan, Midland small busines, Midland entrepreneurs, Female entrepreneur, Cleaning business, Cleaning products, Product invention, Patent process, Addiction recovery, Entrepreneurship, Saginaw Valley State University, Talk Midland Podcast
Chapter Notes
00:00 – Meet Keri Everett
Keri introduces C&A Services and shares the recent recognition her cleaning company received in Midland.
02:30 – What Is Safie?
The everyday cleaning problem that sparked Keri’s idea for a brand-new product.
05:00 – Turning an Idea Into a Patent
Keri discusses navigating patents, trademarks, attorneys, and decisions she had never faced before.
08:00 – Midland Resources That Helped Make It Possible
How the Midland Business Alliance, CMURC, grants, and other local resources helped Keri move forward.
10:30 – Pitching the Idea to Scrub Daddy
Keri shares the funny response she received after reaching out to Scrub Daddy early in the Safie journey.
13:00 – The Cost of Manufacturing an Invention
What it could cost to turn Safie from a prototype into a product—and how Keri plans to make it happen.
15:30 – Creating the 3D-Printed Prototype at SVSU
Inside the local prototype lab that helped turn Keri’s idea into something she could actually hold.
18:00 – Putting Yourself Out There
Keri talks about taking risks, being willing to learn, and continuing even when she's nervous.
20:00 – Keri Opens Up About Addiction & Recovery
A deeply personal conversation about addiction, treatment, recovery, and how those experiences shaped the person she is today.
23:00 – The Importance of Self-Worth
What Keri would tell her younger self about confidence, self-love, and the choices we make.
25:00 – Rejected From a Job to Starting Her Own Business
After a background check prevented Keri from getting a job, she decided to create an opportunity for herself—and started cleaning.
27:00 – The Moment Safie Was Born
How cleaning a toilet led to the lightbulb moment behind her invention.
29:00 – The People Who Keep Her Motivated
Keri shares why the people she's lost continue to motivate her to chase opportunities they never had.
30:00+ – TikTok, Going Viral & What's Next for Safie
From a cleaning tip reaching one million views to building an e-commerce site and exploring TikTok Shop and affiliate marketing, Keri talks about her plans to get Safie in front of customers.