From cleaning windows to smashing glass ceilings, Jody McDonald’s entrepreneurship journey is one of seizing opportunity and building relationships through a principled approach to doing business. Jody explains why running a squeaky-clean operation has positioned HQ Clean for growth in 2025 and beyond.
As the Director of HQ Clean, a people-centric, ethical, and eco-conscious commercial cleaning business, Jody McDonald has built a company rooted in trust, sustainability, and a genuine commitment to making a difference. Her journey, much like the meticulous care she applies to every job, is credit to the resilience, innovation, and power of relationships she’s built.
The story of HQ Clean began almost eight years ago with a leap of faith. Having worked in the commercial cleaning industry for many years, Jody had reached the proverbial glass ceiling. Facing a crossroads: Continue to work within the confines of existing systems or strike out on her own and close the circle. The decision was nudged along by a fortuitous encounter on Facebook, where a previous client encouraged her to start her own business. “At the time I was only toying with the idea,” Jody says. “Then, within days, I had my first contract, and the wheels were in motion.”
From those early days of designing a logo in Microsoft Publisher to registering the business within two weeks, HQ Clean was born under pressure but with purpose. That purpose? To do things differently and ethically. “I’ve always believed in doing things right from the start,” Jody says. “That means investing in the best equipment, treating people well, and building a brand that stands for quality and integrity.”
Today, HQ Clean provides professional, high-quality commercial cleaning services to businesses and offices across Auckland, specialising in carpet and upholstery cleaning, hard floor cleaning, the supply of washroom consumables, waste management and more.
Building relationships, not just contracts
Central to HQ Clean’s ethos is its people-first approach. Jody’s leadership style is defined by empathy and understanding, a quality she believes is critical in an industry often undervalued. “Without my team, I wouldn’t have a business,” she says. “It’s not just about providing a service; it’s about ensuring my people feel supported, recognised, and valued.”
Jody’s commitment to her team is evident in her actions. From providing interest-free loans during tough times to organising inclusive “Happy New Year” celebrations and recognition in the form of awards, she fosters a sense of community and belonging. “It’s about creating an environment where everyone can thrive. When my team succeeds, we all succeed,” she says.
Jody and some of the HQ Clean staff at a team lunch.
This dedication extends to training and mentorship. Jody takes a hands-on approach, often working alongside her team for weeks to ensure they fully understand a client’s unique needs. “I’m there every night, mentoring and troubleshooting,” she says. “It’s about more than cleaning – it’s about setting a standard and building confidence.”
It’s this confidence that Jody says keeps her customers coming back, allowing her to bring on new business. Many of HQ Clean’s clients have been with the company since its inception in 2017. This loyalty, she believes, is a direct result of the company’s values-driven approach. “We’ve never lost a client due to poor performance,” Jody says.
Referrals and word-of-mouth have played a significant role in HQ Clean’s growth. “Our reputation speaks for itself,” Jody says. “When someone recommends us, it’s the ultimate compliment.”
Building and maintaining these relationships often requires going above and beyond. Jody shares a story about a retired client who referred HQ Clean to a new business years after leaving the workforce. “That kind of trust and belief in what we do is incredibly rewarding,” she says.
The HQ Clean team on site.
Beyond cleaning
For Jody, success is measured in relationships, not just revenue. And as these relationships grow, Jody believes so will her business.
She’s currently working on a model whereby HQ Clean’s services can be extend far beyond traditional cleaning. From quick plumbing fixes to touch-up painting, Jody says the company is continually evolving to meet client needs. This adaptability, coupled with a meticulous attention to detail, sets HQ Clean apart. Jody’s “OCD-level” standards are a point of pride. “We’re not just cleaning spaces; we’re creating environments where people feel good,” she says.
One standout example is HQ Clean’s commitment to sustainable practices. The company predominantly uses eco-friendly cleaning products from Eco Group, a New Zealand-based manufacturer. Jody has also designed operational strategies to minimise the business’s carbon footprint. “Sustainability has been part of our identity since day one. It’s no longer just a nice-to-have; the market demands it.”
The company’s approach to sustainability goes beyond products. Jody carefully plans team routes to minimise travel and encourages multi-site cleaning to reduce emissions. “If we’re already in the building, it makes sense to service multiple tenants,” she explains. “It’s about maximising efficiency while reducing our environmental impact.”
Looking ahead
As HQ Clean approaches its eighth year, Jody has her sights set on sustainable growth. Her goals include expanding the business while maintaining its personal touch. “I’d love to find someone who can take the reins occasionally so I can step back to be able to grow the business in other areas,” she shares. “But finding the right person – someone who shares our values and vision – is crucial.”
Jody is also focused on enhancing HQ Clean’s role as a “facilities management partner” for clients. By providing an integrated suite of services, she aims to simplify life for businesses while reducing their environmental impact. “We’re more than a cleaning company; we’re a partner in creating spaces that work better for everyone,” she says.
Bringing on the support of a business mentor is also part of Jody’s strategy for the future. She believes this will help her refine her processes and identify opportunities for growth. “Having someone to challenge my thinking and provide new perspectives I am sure will be invaluable.”
Jody McDonald.
The ownership journey
Running HQ Clean hasn’t been without its challenges. The first nine months were particularly tough as Jody prioritised paying her team over herself. “It was a learning curve. But it reinforced my belief in running an ethically sound business.”
Navigating the competitive cleaning industry also requires constant innovation. Jody’s strategy involves understanding her clients’ evolving needs and offering tailored solutions. Whether it’s meticulous attention to detail or offering additional services, HQ Clean remains agile. “You have to adapt or die in this industry,” she says.
Despite the challenges, the journey has also been deeply rewarding. Jody cherishes the moments when clients and team members go out of their way to show their appreciation. “When a former client refers me years later, or when a team member tells me they feel supported, it’s all worth it,” she says.
For those considering their own entrepreneurial journey, Jody offers this advice: “Create and maintain your own unique identity. Don’t compete on price alone, and always stay true to your values.”
She also emphasises the importance of relationships. “Whether it’s your team, your clients, or your suppliers, invest in those connections. They’re the foundation of any successful business.”
Finally, Jody says that a taking a hands-on approach and commitment to your team are lessons any entrepreneur can learn from. “Understand what motivates your people. When you support them, they’ll support you.”
