Joe's Onsite Car Care

Case Study: From Car Seat Chaos to Successful Startup – How Coaching by Toby Propelled a Mobile Car Care Startup

Client: Tiffany Latko & Joe (Co-founders, Joe’s Mobile Car Care Business) 

Challenge: Launching a unique mobile service, overcoming initial hurdles, and conquering personal fears around sales. 

Coaching Partner: Toby Adamson, Coaching by Toby

The Spark: An Active Toddler and a Brilliant Idea

For Tiffany, the inspiration hit close to home – literally. As a busy mom of a very active two-year-old, the thought of wrestling her daughter at a car dealership for an oil change was, frankly, miserable. Her husband, Joe, a skilled mechanic, saw the opportunity: why not bring car care directly to people's homes and workplaces? Their vision for an on-site mobile car care business was born – a true convenience for busy professionals and parents.

The Early Roadblocks: More Than Just Oil Changes

While the idea was clearly interesting and addressed a genuine pain point, the path to reality was bumpy. Their first major hurdle was securing insurance; it took two grueling months, with quotes as high as $8,000 annually, almost causing them to give up entirely.

Beyond the practical, Tiffany faced a significant personal barrier: the fear of putting herself out there and selling. Despite appearing outgoing, the idea of networking and advertising was "very scary," pushing her far outside her comfort zone. "Do I want to do this? Can I do this?" she questioned. This common entrepreneurial fear, a classic example of self-doubt and limiting beliefs, threatened to stall their progress.

Coaching by Toby: Navigating Uncertainty and Conquering Gremlins

This is where Toby Adamson's coaching became pivotal. Tiffany candidly shares that Toby's guidance was instrumental in shifting her mindset. Toby helped her to:

• Identify and Challenge Limiting Beliefs: Tiffany realized her anxieties were "irrational," understanding that Toby helped her see that "it's really not that big of a deal... to just do it."
• Break Down the Overwhelm: Adopting Joe's "one bite at a time" philosophy, Toby helped them apply this not just to tasks, but to the psychological hurdles. By tackling "one small thing at a time," the enormity of starting a business became manageable. "Coaching really helps alleviate those issues and helps you move forward," Tiffany explains, noting how it sped up their process.
• Overcome the Fear of Selling: By addressing the "gremlins" and helping Tiffany "get out of her own head," Toby empowered her to embrace the necessary role of driving awareness and leads, even if it meant stepping outside her comfort zone.

Hitting the Accelerator: Tangible Results and New Opportunities

With renewed confidence and strategic clarity, Tiffany and Joe's business began to gain incredible traction:

• Community Engagement Pays Off: Following Toby's advice on authentic connection, they invested in local community events. A four-hour showcase was exhausting but incredibly fruitful, bringing in numerous leads and surprising opportunities.
• WESOS Success: An invitation from Toby to a WESOS event directly led to three immediate jobs from fellow members, demonstrating the power of targeted networking and trust-building.
• Landing Fleet Work (The Game Changer): Their biggest win came from a community showcase, where a company expressed interest in fleet vehicle maintenance. This single opportunity, with potential for $15,000 in brake services and an estimated $6,000 annually from oil changes alone for 30 vehicles, signaled that their service had immense compelling merit.
• Partnership Prospects: A realtor connection at the showcase led to discussions about hosting events for her network, opening another significant avenue for growth.
• Joe's Transformation: Tiffany proudly noted Joe's newfound confidence at the showcase, talking, smiling, and being outgoing – a testament to how overcoming startup hurdles can profoundly impact personal growth.
• Effective Marketing: They learned to "not waste money on online advertising" like Yelp (which generated unqualified leads), instead focusing on organic community outreach and direct connection, yielding far better results.

Looking Forward: The Fruits of Their Labor

Tiffany and Joe are now excited about expanding their client base and securing more fleet work, extrapolating potential earnings to project substantial growth. Their mindset has shifted from "Can I do this?" to "I am doing this."

Tiffany's Advice for Aspiring Entrepreneurs: "You'll never be ready. You will regret it if you don't act on an idea... This has been the most fulfilling thing I've ever done. Don't lose sight of the big goal, but concentrate on the little things first. Do one task. Celebrate the little things."

Through Toby Adamson's coaching, Tiffany and Joe not only navigated the complex practicalities of starting a business but also conquered the often-unseen psychological battles, turning a compelling idea into a thriving reality.