CONTENTS UNDER PRESSURE yeah. Every day I go to work people take pictures of me now.” Rebranding overnight to Superhero Wash was a pretty courageous move on Garcia’s part. To go “all in” and differentiate his business based on his momentary period of media spotlight was bold to say the least. But looking back on Garcia’s life, one might say he’s always been a risk taker. Garcia grew up in Santo Domingo in the Dominican Republic. In 1977, he moved to New York and ran a landscape company. Then in 1988, he went back to Santo Domingo. There, from 1988 to 2000, Garcia was a celebrated champion in Motocross in the elite 250 class. “In 1989, I became a champion in Motocross in Santo Domingo,” he said. “Until 1998, from there, I went all around Costa Rica, Venezuela, Colombia, and even Texas representing the Dominican Republic, racing on the 250. And from that I got 16 broken bones!” When his motocross career ended in 2000, Garcia moved to the Miami area with his wife and four kids. He reentered the landscape business but eventually sold that company. Then, semi-retired, he decided to get into pressure cleaning business, launching Sunset. “It’s been very good. It’s been a good business for me,” Garcia said. “But nothing like what has happened since Superhero. People want Spider-Man to come clean their house!” So, what’s next for Garcia? He says he purposefully renamed his company “Superhero” pressure wash instead of a specific Marvel character like Superman so that he can change out characters when deemed appropriate. So, for instance, based on the success of the recent Aqua man movie, he could arguably switch to that suit in the year ahead. “I’m Spider-Man so far but I could be Superman when he’s out of the market,” Garcia said. “I don’t lock myself in. I could be Aquaman or one of those other heroes. I can go after that and keep it fresh.” Interestingly, the costume that launched Garcia’s story is actually good for pressure washing “It’s a good water suit,” he said. “People say ‘isn’t the suit a problem?’ But no, it’s like cool-dry. It’s always cool. It’s amazing. It’s an amazing suit. I didn’t expect it to be that good. It worked out perfect. It’s the best possible uniform for pressure washing.” WHAT’S IN A NAME? In his book Maverick Startup, entrepreneur and author Yanik Silver outlined seven things to consider when determining a name or new name for your business. 1. The name needs to sound good when it’s said aloud 2. Use a name that has meaning to it and conveys a benefit 3. Avoid Web 2.0-ish syndrome like spelling Flickr without an “er” 4. Beware initials because they are boring 5. Use specifics -- don’t use a generic name that doesn’t mean anything 6. Make sure you can trademark the name 7. Test it out online -- there might be a slightly different name out there that might get more attention on the Internet Silver adds that if you really want to get advanced, try to come up with a name that could be eventually used as a verb, or lends itself to the creation of your own “language.” 20 | PRESSURE WASH NEWS | VOL. 1, NO. 4 | FALL 2019
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