722: The Million Dollar Business in Your Backyard - The Side Hustle Show Recap

Podcast: The Side Hustle Show

Published: 2026-02-09

Duration: 41 min

Summary

William Milliken shares his journey of building a successful pet waste removal business, Swoop Scoop, turning a side project into a million-dollar venture by addressing an overlooked service need. He highlights the immense opportunities within niche markets and the importance of strategic marketing.

What Happened

In this episode of The Side Hustle Show, host Nick Eloper speaks with William Milliken, who transformed a simple idea into a thriving business in the pet waste removal industry. Starting with a mere side project, Milliken grew his customer base to 350 recurring clients within just three months, ultimately generating over $3 million in revenue in the last year. He emphasizes that despite the unglamorous nature of the business, there’s significant opportunity for those willing to tap into overlooked service niches.

Milliken discusses how he ventured into this unusual market. Initially working in digital marketing, he realized the potential for greater returns by creating his own service-based business. The inspiration struck when his wife hired a subpar pooper scooper service, leading him to explore the pet waste removal sector. Despite the lack of search volume and a challenging start, he leveraged effective marketing strategies, including Facebook ads and community engagement, to build brand awareness and attract customers quickly.

The early days were filled with trial and error, as Milliken and his partner tested various outreach methods, including door knocking and social media posts in local dog owner groups. Their persistence paid off when they discovered effective marketing techniques that resonated with their audience. Once they began to advertise on Facebook, their business took off, leading them to scale operations rapidly to meet growing demand.

Key Insights

Key Questions Answered

How did William Milliken start his pet waste removal business?

William Milliken began his pet waste removal business as a side project after his wife hired a poorly performing service. Recognizing the demand for a reliable service, he and a friend decided to enter the market despite initial skepticism due to low search volume. Their journey began with basic trial and error, ultimately leading them to discover effective marketing strategies.

What marketing strategies worked best for Swoop Scoop?

Initially, Milliken and his partner focused on grassroots marketing, including door knocking and engaging with local dog owner groups on Facebook. They shared posts about their service in these groups, which helped gain initial traction. The turning point, however, came when they started running Facebook ads, which went semi-viral and significantly increased their customer inquiries.

What were the challenges Milliken faced in the early days?

In the early stages, Milliken faced challenges such as a lack of awareness about the service and competition that wasn't very effective. He also had to manage expectations and navigate the logistics of a new business model without extensive industry knowledge. The initial lack of search volume for their service posed an additional hurdle, but they found creative ways to overcome these obstacles.

How did Swoop Scoop manage to scale quickly?

Swoop Scoop scaled quickly due to the rapid increase in demand following their successful marketing efforts. After establishing a solid customer base, they had to invest in additional resources, such as purchasing trucks and hiring employees, to meet the growing needs. The initial success and positive response from customers facilitated this swift expansion.

What lessons did Milliken learn about niche businesses?

Milliken learned that niche businesses often have untapped potential, particularly when they address specific pain points. His experience showed that even less glamorous services can be turned into profitable ventures with the right approach. Additionally, he emphasized the importance of understanding customer needs and leveraging effective marketing strategies to raise awareness about the service.