In a recent Expert Insight Interview, John Golden talked with William Milliken, founder of Swoop Scoop—a dog poop pickup company that makes millions. William shared how he turned a messy job into a big business. This article breaks down what he did, and how you can learn from his success.
Spotting a Business Idea in a Dirty Job
William saw a problem. His wife was pregnant and hired a company to clean up dog poop. The service was bad—no uniforms, poor billing, no website. William knew he could do better. That’s how Swoop Scoop started.
Lesson: Look for businesses that need better service. Bad service means there’s room to do it right.
Building a Business People Can Trust
William wanted to look professional. So he:
- Built a clear, easy-to-use website
- Set up monthly billing so customers didn’t have to remember to pay
- Made workers wear uniforms and pass background checks
Lesson: Make your business look and feel real. People trust companies that look professional.
Using Technology to Help Customers
William added a customer portal. This let people log in, pay bills, and manage service online. It saved time for everyone.
Lesson: Tech makes things easier. Use online tools to help your customers and your team.
Smart Marketing That Works
Dog poop services don’t get many online searches. So William tried different ways to reach people:
- Facebook ads with real workers and dogs
- Truck wraps with the company logo and phone number
Lesson: Be creative with marketing. Use photos and fun ads to get attention.
Being Active in the Community
Swoop Scoop didn’t just pick up poop—they joined local events. William talked to pet owners and showed up at community fairs.
Lesson: Get involved where your customers are. People like local businesses they see around town.
Fast, Friendly Customer Service
William made sure his team answered calls quickly and followed up fast. This helped get new customers and made people happy.
Lesson: Always reply quickly. People want fast answers and friendly help.
Happy Workers = Better Service
William hired good people and paid them well. He gave them flexible hours and room to grow. He also promoted team members who worked hard.
Lesson: Take care of your team. They’ll take care of your customers.
Learning as You Go
William had never worked in this kind of business. He and his partner made mistakes—but they learned. After a strong ad campaign, they went from 10 to over 300 customers.
Lesson: You don’t need to know everything. Try things. Learn what works. Keep going.
Tracking the Right Numbers
William paid attention to key numbers like how much it costs to get a customer and how much each customer is worth over time.
Lesson: Know your numbers. They help you make smart choices.
Final Thoughts: Even “Gross” Ideas Can Win Big
William proved that even a business that sounds gross can make millions—if you do it right. He made Swoop Scoop a success by being professional, using tech, staying active in the community, and building a strong team.
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John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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