If you watch the testimonials from the franchisees it just goes to prove that it doesn't matter how you clean the carpets its the marketing thats the secret.
I've seen guys start up with the best kit, new van etc but end up failing because they couldn't market their services.
People get hung up on "whats the best kit" whats the best product" nowt wrong with having the best gear it does make the job easier and more satisfying but the most important thing in my opinion is to get your business fundamentals right, especially when it comes to obtaining work.
I have a new guy up my way, ex Army, he's only been going a few months but has done loads of training courses and is currently going through Safecontractor. Now how many carpet cleaners have Safecontractor or Chas. Having that could open so many commercial doors.