What Is the Shine Franchise Opportunity?
Company Overview and Industry
Shine is a home services franchise specializing in making properties sparkle. It started as a small window-cleaning business (originally Golden Eagle Window Cleaning) founded by Chris Fisher in the late 1990s. The company later expanded its scope to include holiday lighting in 2006, rebranding under the Shine name. Shine began franchising in 2012 and has since grown steadily – as of 2025, it has about 78 franchise locations across the United States. The brand is based in Grandville, Michigan and remains owner-led by its founder, Fisher.
In terms of industry, Shine operates in the broad home services sector, providing a mix of residential and commercial exterior maintenance services. This sector is large – estimates put the home services market around the $500+ billion range globally – and Shine carves out a niche within it. The franchise’s focus is on window cleaning, pressure washing, gutter cleaning, and outdoor lighting (both landscape lighting and holiday lighting). By covering these complementary services, Shine positions itself as a one-stop provider for keeping a property’s exterior clean and bright year-round. Franchisees tap into both residential customers (homeowners) and commercial clients like local businesses or property managers. This diversified customer base means the business isn’t limited to one revenue stream – a Shine franchise can service a homeowner’s windows in the spring, a store’s pressure washing needs in summer, and entire neighborhoods with holiday light installations in winter.
Shine emphasizes that it’s in a thriving industry with year-round demand. The company highlights that its business model is “scalable, recession-proof and offers year-round revenue streams.” In other words, even though some services (like Christmas light hanging) are highly seasonal, Shine offers a menu of services to keep income coming in every season. In fact, Shine’s franchise disclosure documents include an earnings claim: the average annual gross revenue for a mature single-territory Shine franchise (3–5 years in operation) is about $505,400. (That figure is gross sales, not profit, and individual results vary, but it gives a sense of the revenue scale established franchisees are achieving.) Overall, Shine positions itself as a growing, values-driven player in the home services arena – one that combines a community-minded approach with practical services people need to maintain their properties.
What Franchisees Get
Franchisees joining Shine receive a comprehensive suite of services and support to launch and grow the business. On the services side, a Shine franchise is equipped to offer multiple high-demand home maintenance services: window cleaning (interior and exterior), power washing (house and surface cleaning), gutter cleaning, outdoor/landscape lighting, and holiday lighting installations. This mix enables franchise owners to serve customers through all seasons – for example, doing routine window and pressure-washing jobs most of the year, then switching to installing Christmas lights during the winter months. Shine even touts its holiday lighting segment as a standout offering (they handle design, installation, takedown, and even storage of lights) that attracts customers who want a hassle-free festive display. Being able to upsell and cross-sell these services is a key benefit; one client might use Shine for gutter cleaning and then also hire them for landscape lighting, increasing the customer’s lifetime value.
On the support side, Shine provides structured training, tools, and ongoing coaching for franchisees. New owners go through Shine’s “Bright Start” training program, which includes 7 weeks of virtual training (online modules via Shine University covering business setup, budgeting, marketing, hiring, etc.), followed by 1 week of hands-on training at Shine’s headquarters in Michigan. After the initial training, franchisees get 12 weeks of launch coaching to help implement what they learned and hit early milestones. Importantly, Shine assigns a dedicated business coach to each franchisee for ongoing support beyond the launch phase. There’s also an online franchisee community platform for peer support, annual conferences, and an array of provided systems like an operations manual and marketing tools.
The customer base that Shine franchisees serve is a mix of residential and commercial accounts. Homeowners call Shine for things like clean windows, clear gutters, or professionally hung holiday lights. Small businesses and commercial property managers also use Shine for exterior maintenance (think storefront window washing or pressure washing of sidewalks). This blend means franchisees learn to handle both types of clients – from individual homeowners (who may be more price-sensitive or schedule-driven) to business clients (who might prefer contracts or regular service schedules). Shine’s training covers how to market and sell to both segments, leveraging the company’s marketing support which includes regional marketing strategies, SEO for the local website, social media guidance, and even email marketing campaigns run by the franchisor.
In day-to-day operations, a Shine franchise initially runs with a small team and simple setup. The company notes you can launch “with just one van and a two-person crew”. Typically this means the owner plus a technician, or two hired technicians (one lead and one helper). As the business grows, franchisees can scale up by adding more crew members and additional vehicles to cover larger territories or higher demand. Shine provides a clear roadmap for these growth phases, so owners know when and how to expand capacity. Moreover, Shine prides itself on a “heart and hustle” culture, teaching franchisees to build a team culture rooted in kindness, integrity, and customer service. This culture is not just feel-good fluff – it’s meant to drive excellent service that wins loyal customers. In short, Shine franchisees get a business model that’s been refined for simplicity and scalability, with multiple service lines, thorough training, and continuous franchisor support to guide them as they grow.
Startup Costs and Ongoing Fees
Anyone considering a Shine franchise will need to review the financial requirements and fees. According to Shine’s 2025 Franchise Disclosure Document (FDD), the initial investment to open a Shine franchise ranges from roughly $135,000 to $189,000 in total startup costs. This investment range includes virtually everything needed to get the business off the ground: the franchise fee, equipment and tools, initial inventory (like supplies and lighting materials), a service vehicle or van (often outfitted with ladders and pressure washing gear), insurance, initial marketing spend, and some working capital for the first few months. The exact cost can vary based on your location’s cost of living and whether you start from a home office or rent a small warehouse/office space. (Shine notes that it’s possible to operate home-based in the first year, though eventually you may need a storage space for equipment and holiday lighting decor as the business grows.) The largest fixed startup expense is typically the Initial Franchise Fee of $49,900, which secures your territory and access to the Shine brand and systems. Shine requires new owners to have a minimum net worth of $150,000 and at least $50,000 in liquid capital available, ensuring franchisees have a financial cushion to launch successfully.
Beyond the startup investment, Shine franchise owners pay ongoing franchise fees common to most franchised businesses. The royalty fee is 7% of gross revenue. This means each month the franchisee sends 7% of their sales back to the franchisor, which in return continues to provide support, brand equity, and system improvements. Additionally, Shine charges a modest marketing fund contribution of 1% of gross revenue according to sharpsheets.io. This fund is used for national branding campaigns and developing marketing materials to benefit all franchise locations. So in total, about 8% of sales go toward royalties and brand marketing. According to the FDD, Shine does include an Item 19 (Financial Performance Representation), which we referenced earlier with average revenue figures. This transparency is helpful – it provides prospects with real franchisee sales data to evaluate potential earnings, although one should always remember these are gross sales figures and individual performance can be higher or lower.
Other ongoing or as-needed costs include typical business expenses: you’ll need to budget for insurance, fuel and maintenance for your service van, employee wages, and supplies (like cleaning solutions, light bulbs, etc.). Shine’s model doesn’t require expensive real estate or heavy machinery, which keeps overhead relatively low. Many franchisees start with leased equipment or vehicles to manage costs. No special facility is required initially, and even later the footprint is small (some franchisees eventually use a ~1,000 sq. ft. warehouse to store ladders, pressure washers, and off-season holiday lights). Importantly, Shine does not require a full retail storefront – customers rarely visit a Shine office, since services are performed at the client’s location, so a simple office or home base will do.
It’s worth noting that Shine offers discounts and financing incentives in certain cases. For example, there is a $2,500 discount on the franchise fee for military veterans as a thank-you for their service. Shine is also open to candidates using SBA loans or other financing to fund the investment (though the franchisor itself doesn’t finance in-house). One thing to clarify: while Shine’s model is operationally straightforward, it is not marketed as an absentee or purely passive investment. The franchisor expects owners to be actively involved, especially in the early stages – Shine’s FAQ states clearly that it is “not a semi-absentee franchise” and that franchisees are expected to handle day-to-day operations of the business. This means as an owner you should be prepared to manage your crew, engage with customers, and drive sales, at least until the business is large enough to support a general manager. Now, with the costs and basics of Shine established, let’s compare the industry Shine operates in to the commercial cleaning industry – which is the arena where Assett Franchise (a commercial cleaning business) competes.
How the Industry Itself Compares
Shine’s Industry Advantages
Shine belongs to the home services and exterior maintenance industry, which comes with several notable advantages for franchise owners. First, it taps into a diverse set of revenue streams under one brand. By offering cleaning (windows, gutters, etc.) alongside lighting services, Shine franchisees can earn income in every season, mitigating the risk of slow periods. For instance, when window washing demand slows in winter, holiday lighting picks up dramatically. This year-round service mix is designed to “combat seasonality by offering a broad range of services that generate revenue all year long.” Franchise owners benefit from high-demand offerings that ensure there’s always something to sell, whether it’s spring clean-ups or festive installations.
Second, Shine’s niche often enjoys high profit margins on specialty services. Certain offerings like holiday light installation and landscape lighting can command premium pricing because they are specialized and in-demand. Customers may pay a premium for professional-quality lighting displays or for the convenience of not having to climb ladders and do it themselves. Shine notes that its “diverse, high-margin service mix” helps franchisees achieve healthy margins and “steady revenue and operational stability.” In other words, the blend of routine cleaning and high-margin projects can make the business financially attractive. Additionally, the initial overhead is relatively low: Shine is a mobile service business – you don’t need an expensive retail location or heavy machinery to get started. Launching with one vehicle and a small team keeps fixed costs down. The model is built to be simple and scalable, so a determined owner can grow by gradually adding resources rather than making a huge upfront capital outlay.
Another advantage lies in the personal and local nature of Shine’s services. This is a business where franchisees often become well-known in their communities. You’re interacting directly with homeowners and local businesses, which can be very rewarding for someone who enjoys customer service and community engagement. The Shine brand encourages a “heart & hustle” culture rooted in servant leadership – basically, leading with kindness and purpose. Many franchise owners find meaning in “creating a brighter world” (to use Shine’s motto) by literally brightening clients’ homes with clean windows and beautiful lights. This values-driven approach can attract franchisees who want a business that’s not only profitable but also personally fulfilling. It’s a different vibe than some industries; Shine owners often take pride in beautifying homes and spreading holiday cheer, which can translate into positive customer relationships and repeat business.
Finally, the home services market overall is enormous and growing, propelled by busy homeowners outsourcing tasks and businesses prioritizing curb appeal. There’s consistent demand for reliable service providers. Shine’s services in particular meet ongoing, often repeat needs – windows get dirty again, gutters fill up every fall, and many families make holiday lighting an annual tradition. Franchisees benefit from this recurring demand without necessarily having formal contracts. While Shine’s model doesn’t typically involve long-term contracts (homeowners usually book as needed), the customer loyalty and seasonal return business can mimic a recurring revenue pattern. Satisfied customers will call Shine back multiple times a year or year-after-year. Plus, Shine has carved out a reputation in holiday lighting, becoming a go-to provider in many of its markets. Being known as “the holiday lights people” can open doors to other services for the same clients when the season changes. All in all, Shine’s home services industry provides broad market appeal, multiple income streams, and a feel-good service element that together form a compelling opportunity for the right entrepreneur.
Compared to Commercial Cleaning Industry
Now, how does Shine’s home services sector stack up against the commercial cleaning industry – the arena where Assett Franchise operates? In practical, financial, and operational terms, there are key differences. Commercial cleaning (janitorial services for offices, schools, medical facilities, etc.) is a massive market as well, with the U.S. commercial cleaning sector exceeding $100 billion annually. The scale is comparable, but one huge advantage of commercial cleaning is its essential, recession-resistant nature. Companies, hospitals, and institutions always need cleaning to maintain hygiene and comply with health standards, regardless of the economy. During recessions or even pandemics, cleaning services tend to be even more critical. By contrast, Shine’s services, while popular, include some discretionary or seasonal elements – for instance, a homeowner might skip window cleaning or holiday lights in a tight economy, but an office building cannot skip nightly cleaning without consequence. This makes commercial cleaning demand steadier and less sensitive to consumer sentiment. The Shine model does try to ensure year-round revenue, but it’s still true that hanging Christmas lights is a luxury, whereas cleaning an office or school is a necessity.
Another key difference is the revenue model. Shine franchisees largely operate on a per-job or project basis (with repeat customers booking repeatedly), whereas commercial cleaning franchises typically utilize recurring contracts. In commercial cleaning, clients often sign multi-month or annual contracts for regular service, meaning the franchisee enjoys predictable monthly recurring revenue. For example, an Assett Franchise owner might have 10 office buildings each on a 3-year cleaning contract, bringing in steady income every month. This contract-based model can make the business more stable and scalable, because you’re not chasing each sale as a one-off – the revenue is booked for months in advance, smoothing out cash flow. Shine franchisees do build recurring clients (some homeowners might schedule quarterly window washes, and some businesses might have routine exterior cleaning), but it’s not usually formalized in the same way as B2B janitorial contracts. The B2B focus of commercial cleaning also tends to yield higher average account sizes and long-term client relationships, which can be a more secure foundation as you grow.
Operationally, the commercial cleaning industry has a leaner, lower-complexity setup compared to many home service franchises. There’s a saying that janitorial is a “bucket and mop” business – you generally need basic equipment (vacuum, mop, cleaning solutions) and access to labor. It’s not an equipment-heavy model. You typically don’t need expensive machinery, specialized tools, or large vehicles to run a cleaning business; a small van or even a personal car can transport supplies. This means commercial cleaning can scale without huge capital expenditures – adding a new contract often just means hiring another cleaner or two and buying more supplies, rather than purchasing another truck or specialty device. By contrast, Shine’s model, while not as heavy as some industries, does involve more gear: ladders, pressure washers, safety harnesses, and a significant inventory of holiday lights and decor as you expand. Shine owners also often need warehouse space down the line to store off-season equipment, whereas many commercial cleaning franchisees can run virtually from home with just a small storage for supplies. So when it comes to operational simplicity, commercial cleaning can be very straightforward, enabling owners to focus on process and people rather than managing lots of equipment or products.
A related point is scalability and absentee ownership potential. Commercial cleaning businesses are known for being scalable with the right systems, and they can often be structured for semi-absentee ownership once those systems are in place. For example, with a solid team of cleaners and a supervisor, a franchise owner can step back and spend only a few hours a week on oversight (many Assett Franchise owners run their business in as little as 5 hours/week once established). In Shine’s case, the franchisor explicitly notes that it is not a semi-absentee model for new owners according to ifpg.org – you’re expected to be hands-on daily. While Shine franchisees can certainly hire managers as they grow, the nature of the residential service business often requires a bit more owner involvement in sales and customer service to maintain quality (especially since homeowners can be more particular and need more hand-holding than a professional facilities manager would). Residential customers also have more emotional buying cycles – they might decide on a whim to spruce up for a graduation party or, conversely, cancel a cleaning because “money’s tight this month.” The B2C element can mean more marketing effort and seasonal swings to manage. Commercial cleaning, dealing with professional B2B clients, tends to have more stable scheduling and budgeted cleaning expenses, making it easier to predict and plan around.
Lastly, consider competition and market fragmentation. In Shine’s home services niche, competition often comes from many small independent operators – the local “guy with a truck” who does window washing or the landscaping company that offers holiday light hanging on the side. These small operators can undercut on price since they have low overhead, which can make Shine’s services feel premium-priced. The market can be highly competitive and commoditized in some areas (especially for simpler jobs like pressure washing). A Shine franchise must differentiate on professionalism, safety, and breadth of services to justify its pricing. In the commercial cleaning industry, while it’s also fragmented (there are many mom-and-pop janitorial providers), having a franchise brand can be a big advantage with business clients. Companies often prefer reputable, insured providers for cleaning, and they value consistency – which plays to the strengths of a well-run franchise system. Additionally, commercial cleaning isn’t as seasonal; offices get cleaned whether it’s January or July, which means franchise owners don’t have to hustle anew each season to drum up business like a home service franchisee might.
In summary, Shine’s home services industry offers variety and can be lucrative, but it also comes with seasonality, more equipment to manage, and a largely residential customer base that can ebb and flow. The commercial cleaning industry, on the other hand, offers essential services with recurring B2B contracts, simpler operations, and greater resilience to economic swings. Next, we’ll look at how Assett Franchise specifically leverages the advantages of commercial cleaning – and how its model addresses many of the challenges we’ve noted in other industries like Shine’s.
How the Assett Franchise Compares
Simpler Systems, Bigger Potential
Assett Franchise is already positioned inside the stable commercial cleaning industry, so it benefits from all the industry advantages discussed – a $100B+ market that’s essential in any economy, with built-in recurring revenue streams as stated in bizbuysell.com. But Assett goes a step further by designing its model specifically for career-transitioning entrepreneurs who want a business that is both simple to operate and scalable to high income. In contrast to Shine’s owner-operated, project-based approach, Assett is built for owners to work on the business, not in it. That means from day one, the focus is on building a team and systems – not on the owner personally performing cleaning work. As an Assett franchisee, your goal is to become an executive overseeing operations, rather than a technician. The system is geared toward landing multi-site B2B accounts that produce steady, contract-based income month after month. With diligent execution, the target outcome is to grow to $1M+ in annual recurring revenue on a lean operation. (Of course, as with any business, results vary and due diligence is essential – but the key is that the blueprint aims for seven-figure revenues through recurring contracts, which is a high ceiling for a relatively low-cost business model.)
Another major comparison point is that Assett welcomes those with no prior industry experience, providing a complete playbook and training so you can succeed even if you’ve never run a cleaning crew before. Where Shine’s operations might require learning a variety of technical services (window washing techniques, lighting installation know-how, etc.), Assett’s scope is laser-focused on janitorial and facility cleaning – a straightforward service to learn and manage. The franchise provides detailed systems covering sales, onboarding of new clients, quality control protocols, pricing models, route scheduling, and client retention strategies. By following this playbook, first-time business owners can avoid a lot of trial and error. Assett is essentially saying: we’ve already figured out how to acquire and keep big cleaning contracts, how to staff jobs efficiently, and how to ensure quality; just plug into the system and concentrate on leadership and growth. This simplicity of concept (every building needs cleaning, done mostly after-hours with simple supplies) combined with a robust support system means franchisees can ramp up without needing specialized skills or an army of equipment.
Automated Hiring = Time and Money Saved
One of Assett Franchise’s standout differentiators is its automated hiring system, which directly tackles what is often the biggest headache in any service business: hiring and retaining reliable staff. In commercial cleaning, having a strong crew of cleaners is crucial, and many small operators struggle with constant turnover or spend endless hours recruiting. Assett has developed a system to continuously source, screen, and pipeline cleaning staff using automation and technology. This system handles much of the grunt work in finding and vetting employees, so the franchise owner doesn’t have to manually post jobs, sift resumes, and schedule dozens of interviews. The result is a dramatic reduction in the owner’s time spent on HR – saving an estimated 20–30 hours per week (or equivalently, the cost of a full-time hiring manager) by automating these processes.
Why does this matter? Because labor is the lifeblood of a cleaning business. Assett’s model recognizes that if you can solve the people puzzle, you unlock the ability to scale without the owner burning out. By having an automated funnel bringing in qualified cleaning candidates, franchisees can more easily staff new contracts and grow into an executive-style role. Instead of scrambling to find workers for each new job, the owner can focus on higher-level tasks like building client relationships and expanding services. This operational leverage is a key reason Assett’s model is suited for semi-absentee ownership and larger revenue goals. When you’re not caught up in day-to-day firefighting of hiring or filling shifts, you can manage the business with a lighter touch – which is exactly what many executive franchise owners are looking for.
Moreover, Assett’s automated hiring system contributes to a consistently high-quality workforce at scale. By continually recruiting, the system provides a bench of pre-vetted cleaners to call on as needed. This means if someone quits or if you take on a new big account, there’s less scrambling; you likely have candidates in the pipeline. It also means you can be selective and maintain quality standards, rather than hiring “warm bodies” out of desperation. Over time, this results in a more stable and trained team, which in turn ensures the quality of service stays high as you grow. High service quality leads to strong contract retention, client referrals, and a good reputation – all critical for reaching that $1M+ revenue mark. Assett basically engineered a solution to one of the hardest parts of the service industry. By eliminating a huge chunk of manual HR work for owners, Assett franchisees save time, save money (fewer HR staff needed), and can scale up faster with confidence in their labor pool.
Personalized and Founder-Led
Another area where Assett Franchise differentiates itself is in its ownership structure and culture of support. Assett is a family-owned, founder-led company – it’s not under private equity control or an impersonal corporate parent. In fact, franchisees have direct access to the leadership team, including founder Matt Pencarinha. This means when you join Assett, you’re not just buying into a system; you’re joining a close-knit franchise community where the people who created the model are still actively involved in mentoring and guiding new owners. Many franchise buyers find this appealing, especially if they’re making a major career change – it’s reassuring to know you can pick up the phone and talk to the founder or get hands-on help during your launch. Matt Pencarinha and the Assett leadership aren’t just salespeople who sign you and disappear; they “build and run cleaning operations daily” themselves, so they can provide practical, experience-based guidance. That kind of personalized, founder-led support can make a huge difference in the early months when you’re learning the ropes.
Assett also prides itself on a community-focused model with a clear mission. Similar to Shine’s values-driven culture but in a B2B context, Assett franchise owners win by delivering reliable results for local organizations – keeping schools, medical buildings, offices, and warehouses clean and healthy. There’s a sense of mission in providing safe, clean environments, and Assett encourages franchisees to take pride in being the service that quietly underpins other businesses’ success. It’s a stable, behind-the-scenes kind of reward: you know that every day, your teams are making workplaces better and safer for hundreds or thousands of people. Assett’s franchises often become ingrained in their local communities by building long-term relationships with clients and employees alike. And being family-owned, Assett fosters a culture where franchisees collaborate and share best practices rather than feeling like just a number. The company is not chasing rapid sell-out of territories for a quick investor return; it’s growing intentionally with the success of each owner in mind. This ethos of “grow together with integrity” is something Matt Pencarinha emphasizes, and it aligns well with first-time entrepreneurs who value personal connection and ethics in business. In short, Assett offers a refreshing alternative in franchising: personal attention from leadership, a family feel, and a mission-driven approach to building a business.
Final Thoughts
Both Shine and Assett present unique franchise opportunities, and the “right” choice comes down to the kind of business and lifestyle you’re looking for. Shine Franchise can be a great fit for someone who loves the idea of a hands-on home services business – if you get satisfaction from making homes sparkle, enjoy working outdoors or with holiday decor, and don’t mind the seasonality (in fact, you thrive on the busy holiday rush), then Shine’s model offers plenty of advantages. It has a relatively low cost of entry for a multi-service operation and the potential to do meaningful volume by tapping into homeowners’ recurring needs. For the right buyer – perhaps an operator who doesn’t mind being more actively involved day-to-day and who likes the marketing side of attracting residential customers – Shine provides a proven path and a lot of community goodwill (who doesn’t love the folks who put up the town’s Christmas lights?). Just go in with eyes open: understand the seasonal planning required, talk to existing Shine franchisees about managing labor during peak seasons, and ensure you’re comfortable with the residential service dynamics. Shine’s strengths lie in its flexibility and personal touch, so it will appeal to those who want to build a local service brand with heart.
On the other hand, Assett Franchise offers more advantages for someone who prioritizes long-term stability, scalability, and a simpler operational playbook. Many corporate career-changers find Assett’s cleaning business franchise model to be a cleaner alternative (pun intended) because it’s built around essential B2B services that generate predictable, recurring revenue. If you’re leaving a 9-to-5 and you want a business that can eventually work for you (rather than you working in it constantly), commercial cleaning is a compelling choice. It’s an industry where you can scale up without heavy capital investments, and Assett’s approach amplifies that with automated hiring and systematized operations tailored for executive-style ownership. The risk is lower in the sense that cleaning is always needed, and with Assett’s guidance, your path to profitability is clearer and potentially faster – you’re following a roadmap engineered for efficiency and growth. Importantly, Assett offers a modern model where technology and automation do the heavy lifting in areas that typically bog down small businesses (like recruiting). For someone who values flexibility and control over their schedule, Assett’s semi-absentee potential is very attractive. And knowing that the company is founder-led by Matt Pencarinha means you have a direct line to people who have been in your shoes and care about your success, rather than a faceless corporate support desk.
In conclusion, Shine is a strong franchise in its space, and it may well suit buyers who are passionate about home services and perhaps more comfort-oriented with consumer marketing and seasonal workflows. But if you’re looking for a scalable, stable business with low operational complexity, predictable recurring revenue, minimal risk and a faster route to ROI, Assett Franchise stands out as a compelling alternative. It’s a cleaning business franchise built for executive ownership – meaning you can apply your leadership skills and build an asset that works for your life, not the other way around.
If you’re exploring franchise opportunities and want a model that can deliver long-term income, flexibility, and control — we’d love to show you how Assett Franchise can help you build a business that works for your life. Visit https://assettfranchise.com to connect with our team and learn more.
