From Success to Setback to Clarity: The Story Behind Our Co-Founder, Nate Kelly

Where It All Started (2011–2018)

Nate Solutions — My First Real Business

Started with $500. Sold it 1,000x later for just under half a million.

It wasn’t glamorous, but it taught me everything. In late 2010, at 20 years old, I launched what I’d call my first real business- aside from the random hustles I had growing up. It started with a pressure washer, a few window cleaning tools, and an old Hyundai Accent, which I’d usually park down the street because I knew it didn’t exactly scream professionalism, lol. What I did have was a drive to succeed, a willingness to figure things out, and a vision to scale.

It was a residential exterior cleaning company that I called Nate Solutions, inspired by a national franchise called Jim’s Mowing. People always assumed Jim himself showed up — it felt personal and trustworthy. I wanted that same feel. At first, it really was just me- door-knocking in Squamish & West Vancouver, hustling for every job.

Back then, most local service companies were outdated and unreliable. They didn’t answer their phones, and it took days to send a quote. When they finally did, it wasn’t professional. The work was usually average at best, they showed up late (or not at all), and often gave off sketchy vibes.

I figured if I could just do the basics right- answer the phone with a friendly voice, send same-day quotes, show up on time, be professional, and deliver great work- I’d win. So that’s exactly what I did.

It started with a simple observation: I saw homes that needed care everywhere I looked. Moss growing thick on rooftops. Algae streaks running down home siding. Windows clouded with hard water stains. Driveways, patios, gutters- all showing the signs of West Coast weather. I couldn’t unsee it. And once I realized how visual the transformation could be, it clicked. It was an easy sell if I could get in front of the homeowner and show them what was possible.

I still remember my first job. After knocking on about 50 doors, someone finally said yes. I decided I wouldn’t charge hourly- I’d keep it simple with flat rates. $250 cash to wash their house. It took a few hours, so I landed another that same day. I made $500 in 6–7 hours. It was more money than I’d ever made in a day- way more than I was making working a dead-end job in Whistler. That’s when it all clicked. 

That’s how we landed on our service offering: roof cleaning, gutter cleaning, window cleaning, and pressure washing. It was a clear niche with real demand, and we took pride in doing the work right.

All of our customers were homeowners, tired of waiting for their partner who kept saying, “I’ll get to it,” but never did. That insight shaped everything. We kept our pitch simple, worked relentlessly, and built a reputation on consistency and care.

We focused on residential because I knew we could knock out at least a couple of jobs a day and get paid the same day. It kept cash flowing and allowed us to grow without needing outside funding.

We built our customer base the old-school way- door by door, across the Sea to Sky corridor and Vancouver. I personally knocked on thousands of doors early on, then hired a team off Craigslist to expand our reach. We trained them with a clear script, branded uniforms, and a simple sales system. Some walked from home, and others I dropped off in targeted neighborhoods. Rain or shine, they were out there every day.

We didn’t wait for customers to find us; we earned every single one through relentless hustle and consistent execution.

At the same time, I was obsessed with positioning the company differently- making it look and feel bigger than it was. The way we saw it…“We’re a customer service company that just happens to specialize in exterior cleaning- windows, gutters, roofs, and pressure washing. We had branded vans, uniformed crews, lawn signs on every major street, and a 1-800 number that rang directly to my cell. I even created fake departments- just to sound more legit when customers called. It worked.(until we actually had departments) 😎

From there, it grew fast. At first, it was just me. Then, one guy was helping out. Then another. Before long, we needed a second van. Then a third, and so on. We’d pair up two techs per van and knock out multiple jobs a day- hustling hard and making sure the whole block knew we were there. Sandwich boards, lawn signs, knocking on doors- always making noise in the neighborhood.

But with growth came chaos…

Broken windows. Ladders crashing through ceilings. Technicians falling off roofs. Water flooding into homes from pressure washing gone wrong. Dead plants from bleach overspray. Furious emails at 11 p.m. You name it, we dealt with it. I always picked up the phone, apologized, and made it right. My phone never stopped ringing; putting out fires and solving problems became a daily routine.

It was part of the territory. No matter how hard we tried to hire great people, for some, it was just a summer job- they didn’t take it as seriously. Quality control became a constant focus, and I quickly realized that in a business like this, you had to stay on top of everything, all the time.

But here’s the thing, we also did a lot of great work. The rave reviews and happy customers far outweighed the rest. We were dialled in. We genuinely cared, and our clients felt that. We stayed late to get the job done right. We paid attention to the details. We built trust by showing up, doing what we said we would, and following through every time.

I made it a habit to call every single customer after a job. It became a daily discipline—either that evening or the next morning. Those conversations shaped the business. I’d confirm we did a great job, but I’d always ask how we could do better next time. We held ourselves to a high standard, and I knew that question was key to evolving.

Most people don’t like to complain, so I’d push a little—letting them know their honest feedback would help us grow. That insight became everything. It helped us refine our offering, improve our systems, and lock in product-market fit. Even the customers who were upset ended up respecting us—because we listened, took responsibility, and made it right.

Staffing was always the hardest part. It was the one variable that caused most of the problems. But I never hid behind it. I showed up, stepped in, and owned the outcome. Despite the chaos behind the scenes, we held a 5-star reputation for seven straight years. Sure, we had critics—but the referrals, loyalty, and word-of-mouth love always outweighed the noise.

Over time, we became the go-to service in the region. We ran multiple vans, completed over 100 jobs a month, and built a full team- technicians, office staff, systems, and structure. I even wrote a 180-page operations manual to keep everything dialed. We won multiple awards for Best Customer Service, I was named Young Entrepreneur of the Year, and we built a brand our competitors hated going up against.

In 2018, after 7.5 years, I sold the business. It was never meant to be my forever company- but it became my foundation. That’s where I learned to lead, to fix problems fast, to own my mistakes, and to build something people trust.

What That Business Taught Me

Looking back, that first company taught me lessons that still guide me today:

1. Keep it simple. Do fewer things, but do them extremely well.

2. Customer service is everything. People don’t forget how you made them feel.

3. Fall in love with the problem. Lean into the discomfort, especially when things go wrong. That’s where the real answers- and the growth- live.

4. Build systems early. That 180-page ops manual became the foundation for scale.

5. You don’t need a flashy product to win. You need trust, consistency, and discipline.

6. Brand matters—even in blue-collar industries. Clean uniforms, fast quoting, follow-up calls, and a professional tone built trust and set us apart.

7. Reputation compounds. One happy customer led to the next. Word of mouth was the engine.

8. Cash flow is king. I learned how to stay lean, forecast jobs, and manage money weekly—even before I had a bookkeeper.

9. Hiring is the hardest part. Building a team taught me patience, leadership, and what not to tolerate.

10. Your name is your brand. I called it “Nate Solutions” for a reason. It had to mean something.

What Came Next (2018–2023)

Where I Ended Up (And the Startup That Humbled Me)

After selling Nate Solutions, I joined my wife in her marketing agency. Around that same time, I launched my second venture: a DTC personal care brand. The niche was men’s grooming (initially) with a hero product- refillable deodorant. Something that was new to the market and a growing trend at least from a packaging perspective. I believed the agency could help fuel it, that we had the skillset and vision to do both.

But we were wrong.

The agency was still finding its footing, and it wasn’t fair to put that kind of weight on it. The DTC brand had real potential, but like any startup, mistakes were inevitable. In our case, we made too many—especially the costly kind. We overbuilt, overspent, and overcomplicated things from day one. The timing was off. The structure lacked clarity. And slowly, the operational chaos started to drain our oxygen—cash.

I lost sight of the fundamentals I’d learned early on. I got distracted by ego, urgency, and the belief that money would solve everything. It didn’t.

That failure was one of the hardest—and most important—experiences of my life. I take full ownership of it. I’m genuinely grateful for it and believe it was a chapter I needed to live through to learn lessons I hadn’t yet earned.

“4+ years building a personal care startup taught me more than any business school ever could. It was costly, humbling, and the best education I’ve ever had.”

What I Learned From That Failure

A reflection on the most impactful lessons, and the role I played in the outcome.

I founded the company. I brought in the partners, the investors, the vision. I made the decisions. And while we hit real challenges—COVID, increased costs, a shifting market—I don’t blame any of it.

The responsibility for how it all played out falls on me.

I didn’t know what I didn’t know.

But I do now.

The Most Impactful Lessons I Learned

1. I should’ve started lean and validated fast.

We went too big, too soon—custom packaging, agency retainers, and a complex launch drained cash before we had traction. We needed an MVP, not a masterpiece.

2. We didn't pay attention to our unit economics like we should have. 

We didn’t dial in—or truly value—our unit economics early enough. Margins matter, and cash is oxygen. We focused on building the best product first, assuming profit would follow. But if you don’t build it right from the start, it’s hard—and expensive—to fix later.

3. I brought in too many partners, thinking more support would solve everything.

I thought stacking a smart founding team would make us stronger. It did the opposite. Too many cooks in the kitchen, a messy cap table, undefined contracts, scattered decision-making. There were great people involved—but the setup was flawed. And to be honest, I still had a lot to learn as a founder, which probably didn’t help either.

4. I wasn’t clear on the brand—because I wasn’t clear on myself.

We paid for identity work and had target personas—but nothing felt right. We kept tweaking and pivoting. I hadn’t yet grounded myself in who I was or what the brand truly stood for. That uncertainty bled into everything.

5. I chased perfection and lost momentum.

I obsessed over premium refillable packaging and a flawless rollout. We lost speed and cash in the process. By the time we had it “right,” we had nothing left.

6. We leaned too hard into sustainability—and it backfired.

We invested heavily in refillable, sustainable packaging without realizing how many hidden complexities it would introduce—especially when it came to formulation compatibility. It drained our time, budget, and focus. While customers appreciated the idea, it didn’t drive purchase behavior the way we hoped. We crossed the line between values and viability—and paid the price.

7. I trusted instinct a little too much over data.

We made too many decisions based on what we liked, not what the market proved. We didn’t test enough, and by the time we realized things weren’t working, it was too late to pivot effectively.

8. I didn’t manage money tightly enough.

We didn’t track burn rate close enough. We approved expenses too easily. I should have treated every dollar like it mattered—because it did.

9. I didn’t define structure clearly.

When things got tough, only a couple of us were in a position to go all in—and I take full ownership for that. I didn’t set clear enough roles, expectations, or structure early on. We needed a tighter co-founder set up, and vested share agreements that would protect the company. It was a lesson in how important upfront alignment and clarity really are—especially when pressure hits.

10. Even with more capital, it would not have saved us.

The structure wasn’t there. The alignment wasn’t there. We didn’t need more money—we needed more clarity and I needed a clean reset.

11. I wasn’t grounded as a founder.

At the time, I was unclear, unhealthy, and disconnected from my purpose. I hadn’t done the inner work to lead well. After that business failed, I committed to change: I quit drinking, focused on wellness, trained for endurance events, and rebuilt from the inside out. That clarity is now the lens through which I lead everything.

The Biggest Lesson:

Clarity is everything.

Clarity in the product.

Clarity in the customer.

Clarity in the team.

Clarity in the plan.

Clarity in yourself.

Without it, even the best ideas will collapse.

With it, everything aligns- and momentum follows.

Today (2024–Now)

A Turning Point – The Shift in 2024
The start of 2024 marked a personal turning point for my wife and I. We felt a deep need for change—a fresh perspective to spark growth and reconnect with what truly mattered. So, we made a life-shifting decision: we moved to a new city, leaving behind comfort in pursuit of clarity.

That change wasn’t just physical-it was internal. We adopted new daily disciplines that transformed our lives: Distance running, weightlifting, yoga, meditation, journaling, visualization, walks by the ocean and practicing more intentional living. We focused on clean eating, prioritized quality sleep, and created space for stillness. For me personally, that also meant removing alcohol entirely and choosing a life rooted in clarity, energy, and presence. We embraced social wellness as a lifestyle- joining modern run clubs, coffee gatherings, and hot/cold plunge sessions with friends that blended connection, movement, and mindfulness.

This new way of living gave us momentum and purpose. And it revealed something bigger:
Our generation is shifting. We’re moving away from surface-level distractions and toward depth, connection, and wellness-led living. Club culture is dying. A collective desire for intentionality is rising. People are seeking new ways to create memories- ways that are fulfilling, fun, and aligned with a deeper sense of purpose. To wake up 7 days a week feeling alive and clear. 

That’s the energy we’re building into everything now.

Coming Full Circle-with Clarity

Fast forward to today: we’ve restructured our agency into SWTCH HOUSE—a lean, specialized ad agency for DTC beauty and wellness brands. We’ve gone through the fire ourselves. We’ve helped dozens of Indie beauty & wellness founders scale DTC advertising profitably.  

Now we’re coming in with a new ideation for a new DTC personal care/wellness brand that’s going to change the game… with everything we’ve learned.

We’re building with:

• Real clarity of vision

• A lean startup mentality

• A purpose-driven foundation

• A marketing/advertising engine already in place

We finally have the “vehicle” (SWTCH HOUSE), the playbook (from client experience and failure), and the personal grounding to do it right.

It hasn’t been perfect, but every step—every win, every failure—has taught me something. I’ve had to get real with myself, stay grounded, stay humble, and be more intentional. I’ve looked inward to understand my why and what I actually want to build next.

This time, we’re not just building a product—we’re building something that reflects who we are, what we believe in, and the future we’re here to shape. It’s rooted in the Dial In philosophy and connected to a growing community of people living with presence, clarity, and purpose.