My Dwelling LLC, a company founded in 2005 that helps connect landlords with potential tenants, has been named the grand prize winner of the second Launch Angel entrepreneurial competition.
Launch Angel is a business plan contest designed to help launch at least one new business in southeastern Wisconsin per year. The winner of the contest receives business-building products and services.
This year’s prize package, donated by 16 businesses, is valued at more than $25,000.
Anna Baxter Kirk, president and owner of Launchpad MCPR and creator of the Launch Angel program, said My Dwelling founder Chris Muellenbach’s business model was a perfect fit because there is no other business like it in Milwaukee.
“He really stood out in front of our committee of advisors,” she said. “We were sitting with our jaws open. This concept exists in much larger markets, but in Milwaukee, there is a void for this type of service.”
Muellenbach had seen similar services in larger cities like Chicago and thought a similar business model could work in Milwaukee, especially for landlords who only own one to five rental properties. Muellenbach previously worked part-time as an apartment building manager.
“I had some colleagues who disliked the renting side of it,” he said. “And that’s the part I liked best.”
Before launching the business, Muellenbach had lengthy negotiations with many landlords, asking them if they’d consider listing their available apartments with his company. Landlords must pay to list their properties with My Dwelling.
Although landlords pay for his services, Muellenbach could save them significant dollars in the long run because he could speed up the leasing process and shorten the number of months of vacant apartments, he said.
The service is free for potential renters, who can view available apartments at www.my-dwelling.com. The site is gathering more than 3,000 visitors per day, Muellenbach said.
My Dwelling has an inventory of more than 100 apartments. Properties range from duplexes and condos available for rent in high-rise buildings to single-family homes in high-end communities such as Mequon.
Muellenbach said he has given notice at his day job and is now working full-time at My Dwelling. He hired his first full-time employee about two weeks ago, who will serve as the company’s corporate financial officer. A second apartment broker started work last week.
My Dwelling offers services to businesses hiring new employees from out of town. Muellenbach and his new employees will drive potential tenants through the neighborhood they’d be living in to help them get to know the area, he said.
The company has already served at least one high-profile client.
In February, Muellenbach received a request from the Milwaukee Brewers to help one of their new players find a furnished apartment for the six-month period he’d be living in Milwaukee. He declined to name the player.
Learning how to fully furnish an apartment in a short time frame was hectic, but it’s given Muellenbach new contacts for the future. He hopes to create a lasting relationship with the baseball club and hopes to attend spring training next year.
“I’ll be on a plane to Arizona with photographs and leases in hand,” he said. “Now that I know how to do it, I’m ready to go.”
Muellenbach has already identified other markets where he thinks My Dwelling can work and has plans to open additional offices. Next year, he’s planning to open a second office in Wauwatosa, where the company can serve western metro Milwaukee. After that, he’s considering offices in both the Fox Valley and Minneapolis.
“The goal is one new office per year,” Muellenbach said. “In three years, I think we’ll have about 50 people working in southeastern Wisconsin. I anticipate opening more locations in southeastern Wisconsin. I’m already getting calls about apartments in Kenosha.”
Previously, Launch Angel only gave out prizes to its grand prize winner. This year, it gave prize packages to two runners-up. They are Gator Climbing Walls, a start-up manufacturing company that is developing climbing walls suited for water sport activities, and Bluehat Security LLC, an information services firm dedicated to protecting data and meeting regulatory and audit requirements.
My Dwelling LLC
Address: 135 W. Wells St., suite 800
Service: Matches potential tenants with available apartments.
Web site: www.my-dwelling.com
Donated services
The following businesses are donating services to this year’s winner of the Launch Angel business plan contest:
- Launchpad MCPR Inc.
- Small Business Times
- Brevient Technologies
- OnMilwaukee.com
- Fullhouse Interactive
- Sondra Safer CPA
- Park Bank
- Reinhart Boerner Van Deuren S.C.
- Weiss Design Studio
- Special Editions
- NLTK Architects
- Cieslik Celek Interior Design LLC
- Diversified Management Services
- Ed McGuire/Principal Financial Group
- Wisconsin Women’s Business Initiative Corp.
- UWM-Small Business Development Center
For more information about the Launch Angel competition, visit www.launchangel.com.
