He Built a Multi-Million Dollar Business Picking Up Dog Poop (Part 2/2)

#1076 What does it actually take to scale a simple service business into a multi-million-dollar operation? In Part 2 of this two-part episode, Brogan Williams continues his conversation with William Milliken, president of Swoop Scoop, to break down the systems behind growing a dog waste removal business across multiple markets. William shares how Swoop Scoop hires and incentivizes employees, builds layers of management, and documents nearly every role in the company to make scaling easier. He also reveals the marketing channels driving growth, why each customer can be worth $2,500–$3,000, how the company is preparing for AI-powered search, and why keeping the business simple has been one of its biggest advantages. Plus, William explains the common mistakes that kill profitability in local service businesses, his goal of reaching $10 million in revenue, and why taking action beats waiting until you have everything figured out!

What we discuss with William:

+ Hiring and scaling a team

+ Pay-for-performance incentives

+ Building layers of management

+ Documenting systems and training

+ Meta ads, Google, and SEO

+ $2,500–$3,000 customer value

+ Optimizing for AI search

+ Keeping the business simple

+ Pricing for profitable growth

+ Taking action over perfection