Alayna Hermans: From Classroom to Clients: Redesigning Life Through Entrepreneurship

In this episode of From Spark to New Venture, hosts Kyle Johnson and Monique Lipton share the story of Alayna Hermans: a former Health and PE teacher at a Virginia Beach middle school who took a bold step into entrepreneurship. After years in the classroom, Alayna transitioned into owning her own NEAT Method franchise, embracing a path filled with challenges, unfamiliar territory, and moments that pushed her far outside her comfort zone. Her journey is one of courage, growth, and choosing a career that aligns with her values and the life she wants to build. Join us as we explore how Alayna navigated this major shift and what she learned along the way.

Transcript

SPEAKER_01 0:04

Hey everyone and welcome back to From Spark to New Venture. In this episode, we're your hosts. I'm Kyle Johnson.

SPEAKER_00 0:11

And I'm Monique Lipton. And today we're going to share the story of a teacher-turned entrepreneur and franchise owner, someone who followed a growing pool toward a life with more balance, more creativity, and more control over her time.

SPEAKER_01 0:24

Our entrepreneur, Elena Hermans, was not only a business owner. She studied health and physical education at Radford University while playing on the women's field hockey team. She then graduated in 2014 and went on to be a health and PE teacher at a local middle school in Virginia Beach until 2021. She loved working with students, but over time she realized the structure and the school system no longer matched her lifestyle that she wanted for herself or her family.

SPEAKER_00 0:53

And that realization led her to Neat Method, a luxury home organization franchise known for clean design, thoughtful systems, and transforming everyday spaces into something functional and calming. But stepping into business ownership wasn't simple. Elena faced challenges, she learned new skills, and she pushed herself through moments that were uncomfortable but ultimately necessary for growth.

SPEAKER_01 1:16

And guys, that's what makes her story so compelling. It's not just about starting over for her, it's about choosing a path that aligns with her values and being willing to stretch herself along the way.

SPEAKER_00 1:27

So today we're walking through Elena's journey, what motivated her, what surprised her, and what she struggled with, and also the vision that she's building for the future. I will say I have known Elena for a long time, and I actually got to work with her this past summer and intern for her, and I had a really amazing experience. She is such a strong and dedicated leader. Um and she has really built just an empowering and a collaborative team culture, and I think it kind of just directly reflects who she is as a person, her character, um, and who she is as an entrepreneur. So I really am excited and I'm honored to share her story with you guys.

SPEAKER_01 2:04

I am so excited, and let's get into it. Alright, so the first section and first thing we wanted to talk about is what sparked her change. When we asked Elena what inspired her to leave teaching, she was pretty honest with us. She said she wanted more control of her schedule, she wanted more time with her husband and children, and she didn't want to feel stuck in a profession that no longer energized her.

SPEAKER_00 2:29

Yeah, I mean, teaching can be rewarding, but it's also a super demanding job. And for Elena, the spark that once fueled her work was unfortunately fading. She described feeling drained of creativity, excitement, and enthusiasm. And honestly, that's a sign that sometimes many people ignore when they are unsure if they want to leave their jobs.

SPEAKER_01 2:49

Totally, totally. But the best thing is that she didn't ignore it. She listened to that internal shift and she allowed herself to imagine something different. And this is what sparked a new life as an entrepreneur and a franchise owner.

SPEAKER_00 3:06

So, like I mentioned, um, she owns a franchise called Neat Method. Um, but what drew her to Neat Method specifically? She told us this brand spoke to values I already had as far as organization, clean design, and being service-based.

SPEAKER_01 3:21

And you know what, Monique, I really do love that. She didn't just choose a franchise because it was trendy or because someone told her it was a good investment, but she chose it because it already aligned with who she was. Um, she's someone who values order, aesthetics, and she just loves helping people feel better in their homes.

SPEAKER_00 3:39

Yeah, and I mean honestly, that's the beauty of it is that she didn't have to like reinvent herself. She simply just found a business model that amplified the strengths she already had. Um, I mean, I think when your work aligns with your natural tendencies, everything seems to feel more authentic and like sustainable, you know, when you decide that you want to do it.

SPEAKER_01 3:59

Totally, totally. Okay, so next we wanted to ask her kind of what some of her earlier challenges were. So, of course, stepping into entrepreneurship comes with many challenges. One of the biggest ones for Elena, that was accounting and bookkeeping, actually.

SPEAKER_00 4:19

Yeah, and I mean, if you think about it, like like we said in the intro, she has a background in physical education and like health and PE. She was a middle school teacher. So she didn't really have that much background in like QuickBooks or administrative business tasks. Um, and honestly, I feel like that's kind of a common hurdle for new business owners, especially when you're coming from a different background or a different career, um, and you didn't study business or something like that. You probably won't necessarily like have that knowledge, have those skills.

SPEAKER_01 4:47

I agree. Yeah, but another challenge she said um was she was really struggling with the slow start. She said that there were days that there wasn't any client work at all, and she just didn't love all of the back end tasks that had to like fill the gaps in time. Um, I probably would be the same exact way. Yeah, for sure.

SPEAKER_00 5:09

Yeah, and honestly, that's the part that people don't see, like those quiet days. Um, there's probably a lot of uncertainty, definitely a learning curve. Um, but she kept going even when it felt uncomfortable. And I think that really just speaks to her character and how you know a great entrepreneur should be.

SPEAKER_01 5:25

I agree, and that's like scary, especially when you're like trying to take a risk on something. For to be not busy and like have to fill time with something else, that's scary because like you don't know what's going on.

SPEAKER_00 5:39

Yeah, it could probably definitely feel like, am I doing something wrong? Like, you know, am I not?

SPEAKER_01 5:44

Totally.

SPEAKER_00 5:44

Especially if you're not in entrepreneurship, like you don't know what's going on.

SPEAKER_01 5:47

So okay, so one of the most important things or one of the things we were super interested in was what surprised her most. So when we asked her what surprised her most about owning the franchise, she didn't really mention anything dramatic or ex unexpected. She talked about the volume of background work required to build clientele and a project from start to finish. And honestly, that's I feel like a lot of that's something that a lot of entrepreneurs don't really anticipate. Um, you kind of want to imagine the hands-on work, the part that you're passionate about, the honestly the fun stuff. Um, but it's it's not always the layers that surround it.

SPEAKER_00 6:29

Yeah, exactly. And and she did make it clear that it's not just organizing a pantry or a closet. That's the part that people see. You know, the before and after photos, the satisfying transformations. But behind every beautifully organized space is a long chain of tasks that need to be done. Um, some of the stuff she included was, you know, planning the layout, communicating with the client. You have to source the materials, you're ordering the products, you're tracking shipments, you have to schedule all the sessions, you're coordinating with your team members, and then you have to follow up afterwards to make sure everything is working with the client. So it's a lot of steps that go into the back end of this type of work.

SPEAKER_01 7:06

And the crazy thing is, is that's literally just before you get to the organizing. It's honestly it's kind of like an iceberg. Like the visible part is only a fraction of the work, the rest is invisible, but it's still so important. Like it still creates one thing. Um, and for someone coming from teaching where the rhythm of your day-to-day structure is is predictable, shifting into a role where you're juggling all of these moving parts can be a huge adjustment.

SPEAKER_00 7:36

Oh, yeah, for sure. And I really like that analogy of an iceberg, by the way.

SPEAKER_01 7:39

Thanks, thanks.

SPEAKER_00 7:40

Um, but she also talked about how much time it takes to build like trust with clients. People are inviting her into their homes, it's into their personal spaces, and sometimes it's in areas they kind of feel embarrassed about. Um, and that really requires sensitivity, communication, and a lot of behind-the-scenes preparation to just make sure that you know the experience for the client feels smooth and it feels supportive, and they're not feeling judged in any way.

SPEAKER_01 8:05

Yeah, and I think that's what surprised her the most, honestly. Like, it's not the work itself, but it's the actual depth of it. The emotional labor, the logistical coordination, and the constant balancing act of being both face, being the face of the business, but also the engine behind it. Like, that is a lot of work. It's a big task to carry.

SPEAKER_00 8:26

Yeah, for sure. That's a really good point. I think it's just a reminder that entrepreneurship is rarely just like the fun part. It's a blend of, you know, creativity, the service, and a whole lot of operational work that no one really sees. And the fact that she embraced that, even when it wasn't what she expected, um, again, I think that just says a lot about her resilience and her commitment to the business.

SPEAKER_01 8:48

I completely agree.

SPEAKER_00 8:52

When we asked Elena about the skills and the mindset that she thought was most important, she told us that being able to genuinely connect with clients and clearly communicate the value of her service has been super essential for her. And honestly, that makes sense because people aren't just really hiring her to organize a space. I mean, they are, but they're trusting her with something super personal. Like we said, they're inviting her into their homes, their personal spaces, again, things that you know they might be a little bit embarrassed about. Um, so that ability to build trust quickly with your client is a really important skill set that she believes every entrepreneur needs.

SPEAKER_01 9:28

Yeah, 100%. And I and I think the thing that I really like the most is that she doesn't really see herself as a salesperson. She said that she's simply always looking for natural opportunities to share with or to share what Neat Method does and to spark interest that way. Um, that mindset, you know, focusing on connection rather than selling is something that she's able to lean on every single day.

SPEAKER_00 9:53

Yeah, and I feel like that's such a cool mindset to have because it really just shows that she just loves the work that she does. Yeah. Um, you know, and she also talked about the importance of being willing to learn new things you've never done before. Like we said, she had no background in bookkeeping or QuickBooks or any of the administrative work really, but she pushed herself to learn because she knew that it was gonna be a part of running her business. And that openness to learning, even when it's uncomfortable, is another mindset that she sees as essential.

SPEAKER_01 10:21

Yes, yes. And that kind of ties into the third mindset that she had mentioned. Um, and that's being willing to step into discomfort. You know, whether it's those slow periods that we had talked about earlier, the back-end work that she doesn't really enjoy, um, or tough conversations with clients, she never shied away from those hard parts. She kind of sees those discomfort as part of the process and not as a sign that she's doing something wrong, which is a really, really healthy mindset to have because ultimately it could help both her business and her clients.

SPEAKER_00 10:54

Yeah, for sure. So, I mean, I think overall for her, the most important entrepreneur mindsets are, you know, the connection, the continuous learning, and the embracing the uncomfortable moments because I think that's really just where the growth happens.

SPEAKER_01 11:08

I agree. Okay, so obviously every entrepreneur is going to have a moment that's gonna test them. And we kind of asked Elena, and she shared one that really stuck with us, right?

SPEAKER_00 11:21

Yeah, she said that she had had a project that ended up costing more than what the original estimate was. She said that she also just naturally avoids conflicts. So having that conversation with the client created a lot of anxiety for her.

SPEAKER_01 11:34

Listen, Monique, I don't know about you, but I would also be terrible in that situation.

SPEAKER_00 11:39

Oh no, yeah. Me too, because I don't like conflict either.

SPEAKER_01 11:42

Yeah. Well, anyway, she told us that she wished that she had approached the client sooner. Kind of like as soon as she realized that the project would require more time.

SPEAKER_00 11:51

Yeah, she also said something really important. Um, it's almost better to be transparent and up front, even when it's uncomfortable, which is honestly so true. I think this translates even beyond business. You know, this can be in friendships, relationships, stuff like that. But it's especially important when you are running a business. Yeah.

SPEAKER_01 12:09

I think the other really important thing about that is that being honest with a customer up front is gonna increase trust, increase a bond between you and the client. And I think that's super important because then maybe that client goes um down the street and tells them, yeah, my house was, you know, done by this person. Right. And it increases customer acquisition. So I think that this is a business or this is a lesson that every single business owner needs to learn at some point. Um, that communication um earlier will often build trust.

SPEAKER_00 12:44

Yeah, I agree. Okay, so yes, there are challenges, there are difficult moments, but there also are rewarding moments of owning a business. Um, and when we asked Alina about that, she said that the best part and most rewarding time is when she gets to see her clients' reactions when they see their transformed spaces.

SPEAKER_01 13:07

Honestly, like I feel like that is just such a great thing. Like, sh and she kind of described watching the stress melt away from her faces, and it was so powerful. Um, she's not just like organizing these homes, but she's also giving these people like peace and clarity, and I just think that that's I think that that's great.

SPEAKER_00 13:28

Yeah, for sure. And over the summer when I got to work with her, I kind of got to see these reactions firsthand. And it's really cool to just see it all play out, like because when it's being planned and when it's happening, you can't really see the end result. Like it's hard to see it. So when it's actually all done and you know, everything looks so beautiful and organized and amazing, it's just really cool to see their reactions.

SPEAKER_01 13:51

Yeah.

SPEAKER_00 13:54

So, like we talked about, Alina did launch her business in 2021. So it is kind of fairly young. Um, so she has, you know, a lot of future goals. She's looking ahead. And when we asked her about that, um, she said that for the future, she would love to have two teams of organizers so that she can double book jobs and just reduce wait times for her clients.

SPEAKER_01 14:16

Yeah, well, I think that's a great sign that her or that of any business owner who's thinking long term, um, for a business, it's not just about growth, but it's also, you know, serving clients. And in in her, in her point or in her scenario, um, it's about her serving the clients more efficiently. And that's how she's gonna do it.

SPEAKER_00 14:39

Yeah, for sure. And I also think it's cool that, you know, she is looking to do this so soon. It just shows that her business is super successful. You know, she has those double book opportunities. Um, and yeah, again, her business is just doing really well. So when we asked Elena what advice she give to someone considering franchise ownership, she offered some really good insight and some really good advice. She said that if you don't know much about running a business, a franchise model can be a huge advantage because you know you're not really starting from scratch. You get support with the things many businesses owners struggle with. Um, things like the admin, the accounting, the technical systems, and all the unglamorous but essential pieces.

SPEAKER_01 15:22

Totally. And and you know, Monique, I think that's just such an important point. I think that a lot of people think that entrepreneurship means that you have to build everything yourself. But honestly, there's really no shame in choosing a model that gives you structure. In fact, it can kind of be the difference between feeling overwhelmed or feeling empowered, and I think that that ultimately leads to either the success or the failure of a business.

SPEAKER_00 15:47

Yeah, no, for sure. I mean, she also emphasized choosing something you're genuinely passionate about, and I think that's really, you know, the heart of her advice. She said it's so much easier to sell what you're doing when you actually appreciate it, like when you care about it, and when you actually like the work that you're doing. And I honestly think that's so important because people can really see through when you don't have the passion and when you don't like what you're doing.

SPEAKER_01 16:10

Totally. And I honestly I think that that's true for every industry. Passion doesn't really mean doesn't just mean that you're excited every single day, but it also means that you value what you're offering, you're willing to talk about it, you're willing to advocate for it, and you're willing to put the effort in it to make it look great. And I think so much of the time people are just looking for passion. I think that it's so important still in everything you do.

SPEAKER_00 16:34

No, exactly. Yeah. And when you care, people can feel that. Clients can feel it, your team can feel it. Yeah, totally. It becomes part of your brand, really. And passion isn't just like a nice to have, it's it's a business asset, really, at the end of the day. So her advice is simple but powerful. Choose a model that supports you and choose work that lights you up. If you have those two things, you're really already ahead of the curve.

SPEAKER_01 16:58

All right, guys. So before we get wrapped up, we asked Elena one lesson she hopes that you guys can take away.

SPEAKER_00 17:05

Yeah. And this is what she said. Before you go into being a business owner, envision what you want to get out of the work in one to five years and five plus years. Sometimes it doesn't actually mean making more money, but giving you time freedom, financial freedom, or just giving you a lifestyle that suits you or is more sustainable. Making time for yourself to rest, to rejuvenate is really important. The sooner you learn that, the better.

SPEAKER_01 17:30

You know, I really do love that she just brings it right back to intention. So often I feel like entrepreneurship gets framed as this hustle-heavy, you know, grind till you drop type lifestyle. But she's kind of saying the exact opposite. Um, she's saying that the point of it is to build something of your own, um, and to create a life that feels good, not just one that burns you out. And I feel like that's something that a lot of people should take away from, you know, this episode.

SPEAKER_00 18:01

Yeah. No, exactly. And I think it's refreshing to hear someone actually say that out loud. You know, the success isn't always about scaling fast or hitting huge like revenue goals. Um, but sometimes success is simply having the freedom to pick your kids up from school or take a day off without guilt or to build rhythm that feels, you know, sustainable for the long term.

SPEAKER_01 18:22

Yeah. And that's part of her journey. You know, she chose a life that she felt aligned with, she was intentional about it, and she wanted a balanced lifestyle. Uh, she didn't want to, she didn't chase a title or a trend. She followed what fit her, what fit her family, what fit her creativity, and her overall well-being.

SPEAKER_00 18:43

And I really think that's something anybody listening can take with them. Whether you're thinking about entrepreneurship or you're just reevaluating reevaluating your current path. You know, a lot of us are seniors, we're thinking about post-grad. Um, it's okay to prioritize the things that matter most to you. It's okay to choose a slower, steadier route, um, even if it leads to a life that, you know, just feels more like you.

SPEAKER_01 19:04

Yeah, totally. And I think as you think about your next own steps, give yourself permission to imagine the lifestyle that you want. Um, not just the job title you think you're supposed to chase. I need to personally take this advice myself, and I need to take um Elena's advice myself as well.

SPEAKER_00 19:25

Yeah, for sure. I mean, remember, your next chapter doesn't have to be dramatic, it just has to be yours.