The power of problem solving and structure – Hotel Linen Services

Co-founded by Tom Moulton, Hotel Linen Services (HLS) addresses Melbourne’s hotel industry need for a better linen provider. Hotel operators were tired of stained, grey sheets, orders being delivered late or incomplete and no one to talk to when help was required.

HLS have beaten some significant challenges in delivering a first-class service. These challenges include; high barriers to entry, large asset management and high competition.

In this episode, Tom explains his passion for solving problems with great customer service. He also discusses how EOS (the Entrepreneurial Operating System) is helping HLS become a commercial laundry powerhouse.

Transcript

Murray Smith: Tom Moulton from Hotel Linen Services, welcome to Gripping Business Tales.

Tom Moulton: Thank you, Murray. Thanks for hosting.

Murray: Oh, that’s all right—no worries. It’s great to have you on. I’m excited to have you here for two reasons: Hotel Linen Services is in a new chapter with you and new management, and you’re also one of my EOS clients—which is pretty rare on the podcast. So, great to have you. We always start off with two questions. Could you share one personal and one professional success you’ve had recently?

Tom: Thanks, Murray. I’ve thought about this, and I like that you start with it. Personally, nothing major, but I’ve been focusing on my fitness—finding time by cutting down on the clutter and noise. The to-do list never ends, but I’m carving out space for myself.
Professionally, we hit a milestone by starting with a new customer mid-lockdown here in Victoria. They’re our second-biggest customer to date, so it’s been a good week.

Murray: Good on you, Tom. Great to see you going from strength to strength. Let’s share a bit about Hotel Linen Services. The name gives a bit away, but tell us more about the business and how it started.

Tom: We’re a relatively new commercial laundry in Melbourne, servicing hotel linen needs. We process linen for about 4,000 hotel beds—sheets, towels, all white—and we’re about two and a half years old. The business was purpose-built for a particular segment of the hotel industry, and that comes from our hotel background—me and one of the other business partners.

Murray: Two and a half years in—go back to the beginning. What made you think, “I can run a linen service for hotels”? What did you see that made you take the plunge?

Tom: Great question. Like many businesses, we saw a problem we thought we could solve. It’s a small industry with high barriers to entry. From the hotel side—the customer side—we thought, “This can’t be that hard.” Turns out, it’s harder than we thought, but not impossible. We’ve been honest with ourselves about keeping things simple and sticking to our strengths. That’s helped us get to where we are.

Murray: What was the problem you were seeing?

Tom: Service. There weren’t many suppliers in the space, and the small to medium-sized businesses—SMEs—were often overlooked. Their value wasn’t recognised by the laundries. So, we built a purpose-fit laundry to serve those clients and ensure they had a voice. They might be smaller, but they’re a legitimate part of the operation.

Murray: So, you saw the gap in service—not just about delivering linen, but actually delivering service. And you stepped in.

Tom: Exactly. They were getting linen, but there was no real service—no customer care, no reporting. From our background in hotels, where service and relationships are everything, it just didn’t stack up.

Murray: Let’s talk about the risk. This isn’t a small venture. Starting a commercial laundry is capital intensive. How did you and your partners feel at the start?

Tom: I’ve learned a lot through that process—especially about risk analysis and decision-making. Looking back, I’d definitely do it again, just differently. That’s the point of a startup, right? We weren’t reinventing the wheel, but we were refining it.
Initially, we couldn’t focus too much on revenue numbers. We expected traction sooner, but the industry is just slow-moving. Once we accepted that, we realigned our expectations and budgets. Things were heading the right way, just not as fast as we’d hoped. In hindsight, we achieved a lot in a short time.

Murray: And then COVID hit. You’re servicing an industry that was decimated. How did you cope—both from a business and mindset perspective?

Tom: It was flattening—gut-wrenching, even. We’d worked so hard and hadn’t really had a chance to pause. We were just hitting our stride in January. February looked promising. Then March was horrible.
Staffing was one of the hardest parts. Many of our team members weren’t eligible for JobKeeper or JobSeeker. They didn’t have savings to fall back on. It was tough seeing them go from full hours to almost nothing, with no clear end in sight.
There’s no big industry association to lean on, but having business partners to bounce ideas off really helped. We also strengthened relationships with our customers—everyone pulled together. Most of them are small businesses too, and that sense of solidarity will never be forgotten.

Murray: It’s amazing you’ve made it through. Let’s talk about when you first heard about EOS. You had a 90-minute meeting and were introduced to the framework. What were your first impressions?

Tom: Very excited. I didn’t actually read Traction until COVID slowed everything down and I had the time. Once I did, it made so much sense—fundamentals made simple.
At the time, we were still clouded by the chaos of COVID, but for us, the decision to bring in EOS was a no-brainer. It brought structure, accountability, and focus. We’re confident in our industry, and with the right guidance, we’ll make fewer mistakes along the way.

Murray: No pressure on me then!

Tom: No, no—so far it’s been great!

Murray: After your Focus Day, where we introduced EOS tools—what stood out most for you?

Tom: There was a lot to take in, but for me, the Accountability Chart was the biggest takeaway. It helped simplify and clarify roles. It’s not set in stone, as you’ve said—it can evolve—but it made it so much easier for us to say, “This is your domain. If something else lands on your desk, send it to the right person.” That alone was huge for us.

Murray: Looking forward 12–18 months, what challenges do you foresee? And how do you think EOS will help?

Tom: I don’t think the challenges have changed, but our tools and approach have. We’ve just clarified our core values, and we’re aligned as a leadership team. That gives us a guiding star for decision-making.
For example, when we look at a potential expense, we now ask, “Does this help us achieve our long-term vision?” That kind of clarity helps keep us focused.

Murray: And your big, hairy audacious goal—it’s measurable and inspiring. How do you think that will resonate with your team?

Tom: I think it’ll resonate really well. We spent time refining it, and it’s relatable from top to bottom. It’s not about profit—it’s about impact. We measure it weekly and even daily in reports.
It’s clear, simple, and we believe in it. With the team we have and the traction we’re building, it’s achievable.

Murray: In a competitive market, you’re working on your marketing strategy. But stepping back from EOS—what advice would you give to another business owner?

Tom: Great question. I’d say embrace the problems. Business is full of them—you’ve got to enjoy solving them. My partners and I are solutionists at heart. When a problem comes up, we break it down, decide what we can solve, and then go solve it. There’s a real sense of achievement in that.

Murray: Yeah. Whether it’s solving internal challenges or making customers happy—it’s deeply satisfying. For anyone listening who might be in the hotel or hospitality industry, how can they get in touch with you?

Tom: I’m happy to chat with anyone—whether we can help directly or not. Our website is hotellinenservices.com.au. There’s a Contact Us section with more about what we do.

Murray: And a great video showing how the sheets go through the process, right?

Tom: Yes! “The Journey of a Sheet.” It’s a three-minute video for those who don’t want to read—easy to follow and really interesting to watch.

Murray: Tom, thank you for joining us. It’s great to hear about businesses making a difference. I look forward to continuing to work with you and the team.

Tom: Thanks, Murray. I really enjoyed it.