We had the good fortune of connecting with Lorens Attisha and we’ve shared our conversation below.

Hi Lorens, how do you think about risk?

​Risk-taking is all part of being an entrepreneur. Having a high-tolerance is important, especially when you’re trying to be innovative and disruptive in your space. Being innovative and creative is what motivated me to get into business in the first place, so for me “risk” was part of the draw to start my own business.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
What sets Soapy Joe’s apart is our laser-focus on creating a unique customer experience. We are a family-owned and operated exterior express carwash, with a monthly subscription model. The biggest challenge we faced was pioneering not just a new brand, but an entirely innovative car wash model. When we started, the industry was focused on full-service interior and exterior car washes. We took an everyday task and created a membership-based wash club, with excellent customer service and a family-friendly brand over the top. For a single monthly rate, you get unlimited car washes, laundered towel service and vacuums. This combination of essential service and feel-good experience has been a winner for us. ​

I learned early on that I needed to build an executive team as you’re expanding the company. When you’re growing a business it’s just as important to invest in building the team as building sites and sales. When you’re hiring your executive staff, look for people who will be the caretakers of your brand. It is crucial that they help reinforce and live the company values and bring that to life for the rest of your employees. If you do this, the growth will come.​

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Some of my favorite spots in San Diego are the Gaslamp Quarter, La Jolla Shores, and dining at Nobu with my family.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
A lot of people have contributed to the success of Soapy Joe’s over the years. From direct contributors such as Steve Gaudreau and the Brinks crew, who came in early-on and helped us evolve from a mom-and-pop to more mature organization; to unnamed individuals and experiences that I encountered on world travels. Many ideas come from travelling, and those have found their way into Soapy Joe’s. I’ve always looked up to major brands: Nordstrom, Starbucks, In-n-Out Burger to name a few. Seeing how they treat customers was an inspiration and had a direct influence on how Soapy Joe’s prioritizes not just our customer experience, but our employee experience as well.

Image Credits
Kaori Devine Photography ( Lorens Attisha Headshot) Kerry Lee Photography (Soapy Joes Mission Gorge location – 4 photos)

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