PopUP CleanUP founder Kenetia Lee proves transferable skills and resilience can transform industries
The transition from backstage at the Grammy Awards® to managing cleaning crews at NBA All-Star Games might seem unlikely, but for Kenetia Lee, it all started with an unexpected conversation in New York City. As the founder and CEO of PopUP CleanUP, Lee has spent nine years building what began as a chance encounter into a large-scale event cleaning empire that serves major brands like Nike®, Amazon, and Veuve Clicquot®.
“I was actually in New York doing a reading of my book and I met a guy,” Lee recalls. “He kept saying to me, ‘You would be great in commercial cleaning business.’ Every time he said it, I would look at him like he was crazy and say, ‘I do makeup backstage. What are you talking about?’”
But Lee was looking for something beyond being a solo artist. After weighing the idea repeatedly, she took the leap. “Finally, I said, ‘You know what, I’ll give it a shot.’” That decision would prove transformational, though not in the way she initially expected.
From Franchise to Innovation: Finding the Right Niche
Lee initially bought into a commercial cleaning franchise, but quickly discovered the challenges. “There’s so much competition in Los Angeles in the commercial cleaning space. It’s a male-dominated industry, second. And then three, the margins are super slim,” she explains.
The breakthrough came from connecting her past experience to a new opportunity. She realized that all the events she attended must need cleaning services. Her New York contact’s networking proved crucial when he offered her cleaning work for events around the NBA All-Star game. Lee accepted without hesitation, and this opportunity expanded her business from commercial cleaning into event cleanup.
Entrepreneurial DNA: Learning from Generational Strength
Lee’s confidence in building a business in such a specialized space stems from deep roots. “I’m going to chalk it up to my lineage of entrepreneurial women in my family. My grandmother literally left her husband with 13 kids and started her own cleaning company so that she could survive. And of her 13 kids, all of the women either have a side hustle or they have their own businesses.”
This entrepreneurial foundation runs particularly strong through her mother, who has been in Mary Kay® since Lee was nine years old. “She was pink car and all. That was my mom. That’s how people, still to this day, know of my mom.” The connection between her mother’s cosmetics business and Lee’s own makeup artistry background illustrates how entrepreneurial paths often weave through families in unexpected ways.
Breaking Statistical Odds Through Strategic Networking
What makes Lee’s success particularly remarkable is the context in which it occurred. According to J.P. Morgan research, only 3 percent of Black women-owned companies mature and survive longer than five years. PopUP CleanUP, now in its ninth year, stands as a testament to both statistical defiance and strategic execution.
“Every step of the way, the one thing that I feel that I’ve done and that I’ve continued to do is find really great mentors,” Lee explains. “I’ve learned to join a lot of not just networking groups, but also programs that assist in entrepreneurship.”
The power of community became especially evident during the 2020 pandemic. Lee had been selected for USC’s minority women entrepreneurship program just before COVID hit. “There were at least 30 of us who had this group chat, and every other day, women would post, ‘I found this grant. I found this program. Apply for this if you need this.’ We were all supporting and helping each other just to make it during the time when everything was shutting down.”
Her philosophy is clear: “Your network literally is your net worth. We do not survive on an island on our own.”
Conquering the Numbers: Financial Leadership Evolution
Lee’s relationship with business financials underwent a crucial transformation that many entrepreneurs will recognize. “When I first started my business, I was trying to prove something to myself,” she admits. “I literally was afraid of P&Ls and balance sheets and numbers and all of that. I was really afraid.”
The turning point came through mentorship. “I had a SCORE mentor, who said, ‘I will not work with you until you understand your P&L and your balance sheet.’ And I said, ‘okay.’ So, we didn’t work together for a whole year.”
After getting coaching to overcome her fear of numbers, Lee returned to the mentor with new confidence. “Once we got that piece in place, she was a true champion for me. She taught me so much in the area of learning what good business looks like.”
This financial literacy transformed her understanding of success: “I’ve learned that it really is about figuring out what revenues are going to bring you the best margins. And not all business is good business.”
Diversified Funding Strategy
PopUP CleanUP’s growth has been supported by strategic grant acquisition from multiple sources:
- Facebook Small Business Grant
- AEO & PayPal Empowerment Grant for Black-owned businesses
- Start Small Think Big Grant
- LISC Foundation grant
This diversified approach to funding demonstrates sophisticated financial planning. Rather than relying solely on traditional lending or equity investment, Lee assembled a portfolio of grants specifically designed to support minority-owned businesses.
The “Everyone Wins” Philosophy in Action
PopUP CleanUP’s hiring practices reflect Lee’s commitment to second chances, particularly for re-entry candidates. “I started my company with re-entry,” she says. “Whether it’s a mother who’s coming back into the workforce, a single mom that needs to make it, or people entering from the incarceration situation, they have such a desire to prove something.”
This approach has created remarkable loyalty in an industry known for high turnover. “In the janitorial space, the turnover rate is 79 to 359 percent,” Lee notes. “I have people who have been with our company for five, six years. And people who work with the people who have been with us for that long look at them and say, ‘Wow, you must really believe.'”
The results speak to both business sense and human impact. Lee shares the story of an employee who had been incarcerated for 20 years: “He took me to lunch and he said, ‘I’m going to pay, because every time we get together, you pay.’ I think they get that I care about them and that they’re going to win if I have something to say about it.”
This care extends to working alongside her team. “I also sometimes get out there with them. I’m at ground zero picking up trash and doing the work with them. There isn’t this idea of I’m less than. And I think that has a big impact on them as well.”
Advocacy and Thought Leadership
Lee’s influence spreads beyond PopUP CleanUP through her advocacy work and thought leadership. As the author of “Fearless Beauty 360°: A Complete Guide to Self-Acceptance and Empowerment” and a sought-after speaker for women’s organizations nationwide, she leverages her platform to encourage other potential entrepreneurs.
This visibility serves dual purposes: it establishes Lee as an industry thought leader while creating marketing opportunities for PopUP CleanUP. Her speaking engagements often translate into business relationships and client referrals.
High-Profile Clients and Premium Standards
Working with brands like Nike, Hulu, and Amazon Foods has taught Lee valuable lessons about scaling quality. “They have a certain expectation,” she explains. “What I’ve learned the most throughout this journey and working with brands, is that communication is key.”
Lee translates client expectations directly to her team. “When they tell me what they’re looking to create and the clientele that will be there and the expectations of the restrooms or the VIP area, I relay all that information to my workers and let them know this is bigger than just us picking up trash. We’re here to make a huge difference for the people who attend.”
This attention to detail and purpose-driven approach has enabled PopUP CleanUP to maintain relationships with demanding corporate clients while building a reputation for excellence in the specialized events niche.
Scaling Toward the Million-Dollar Milestone
Currently, Lee is focused on scaling PopUP CleanUP beyond its consistent three-year revenue plateau. “We have been dabbling into other states around the country to provide the service that we provide. And that’s been going pretty well,” she reports.
The company is approaching a significant financial milestone. “Everybody keeps telling me that after you make this, then it’s easier. They say it’s so hard to make your first million. But then after you make your first million, it’s easier and easier and easier. So, I think for us to achieve that mile mark, and we’re so close.”
This growth phase requires leadership evolution. “I have been learning that if I’m going to put myself into the position of scaling the business, then I need to be a CEO and not have my hand in everything,” Lee reflects. “I’m learning to be the person that directs, guides, and leads as opposed to in the minutiae of it all.”
