In an unlikely turn of events, Russell Shep, a former NFL player has founded Shep Boys Waste Management...a porta-potty business.
He transformed his career from catching footballs to capturing a share of the lucrative portable sanitation market. Russell has built a thriving business in an industry many might overlook, proving that sometimes the dirtiest jobs can yield the cleanest profits...
The Start
Shep's journey began during his time with the New York Giants. A late-night observation of Manhattan's efficient trash collection sparked his curiosity about the waste management industry. Acting on advice from contacts in the sector, Shep zeroed in on portable restrooms as his entry point into this unglamorous but essential service.
Starting from scratch, Shep Boys Poopers experienced remarkable growth. In just three months, the company's revenue climbed from $6,000 to $18,000. Today, the business boasts a fleet of 1,500 rentable items, including standard and luxury portable toilets, water tanks, and handwashing stations.
How He Did it
Diversification of Services (Upsell)
While starting with basic porta-potties, Shep quickly expanded to offer a range of products including luxury portable toilets, water tanks, and handwashing stations. This diversification allowed him to cater to various client needs and increase revenue streams.
Premium Pricing
One of Shep's strategies involves offering premium options. For example, a flushable unit with a foot pedal commands a $25 premium over standard models. Similarly, themed units, such as pink portable toilets, fetch higher rental fees.
Networking
Shep actively reached out to industry associations, particularly those connected with multi-family developments and hospitals. By sponsoring and donating to these associations, he built valuable connections that led to substantial contracts.
The company's most profitable segment is water supply for temporary housing. Utilizing a natural well on their property, Shep Boys Poopers eliminates water costs, allowing for higher margins on these rentals.
Building an Online Presence
Shep has an advantage in this area, being a former NFL player. So he made use of it.
It's a different approach to an industry which has traditionally relied on word of mouth referrals.
Then, by focusing on customer reviews and maintaining a strong internet presence, the company has distinguished itself from competitors.
The Smell of Money
Despite the challenges of managing a waste management business, including the less-than-pleasant aspects of the job, Shep remains enthusiastic about his chosen field. He views the sometimes unpleasant odors as "the smell of money," reflecting his positive outlook on the industry's potential.
Here's a video where he talks in more depth...
Credit: Codie Sanchez