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How William Milliken Built a $2M+ Business Scooping Dog Poop

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06/16/2025

Show Notes:

Introduction

In this episode of Think Business with Tyler, we’re joined by William Milliken, a digital marketer turned blue-collar entrepreneur who’s making millions—literally—from scooping dog poop. Will is the founder of Swoop Scoop, a fast-scaling dog waste removal business that serves over 2,500 customers a week and generates millions in annual revenue. What’s even more impressive? He started it with just $1,200 and zero outside funding.

Will’s story is a masterclass in building a business from the ground up without glamor or venture capital. From systemizing operations to building a highly engaged online community, he shares how he’s leveraged simplicity, speed, and brand power to dominate a market most people didn’t even know existed. Contractors who face this every week can see how CFO services for home service contractors handles it.

This episode is packed with actionable takeaways for service business owners, bootstrapped founders, and anyone interested in scaling a low-barrier business with smart strategy—not fluff.

About William Milliken

Will Milliken grew up in Spokane, Washington, with a background in digital marketing. He previously ran a digital agency and worked with big clients, but realized he could make far more money owning the companies he marketed.

That insight led him into home services, where he now partners with operators in multiple trades—including electrical and garage doors—but his flagship success is Swoop Scoop. The business started small but now boasts over 2,500 weekly customers, 30+ employees, and a fast-growing online community called “Poop Scoop Millionaire,” hosted on Skool.com, which alone generates nearly $1M annually.

Will’s a no-nonsense entrepreneur who values simplicity, strong systems, and doing the work others overlook. He’s also a YouTuber and community builder, focused on helping other aspiring business owners start their own scooping empires.

Key Takeaways

Start Simple, Scale Smart – Will turned a $1,200 investment into a 7-figure service business by focusing on speed and repeatable systems.

Control Your Brand – He avoided franchising despite over 100 requests, choosing instead to keep quality and systems in-house.

Billing Can Boost Retention – Quarterly billing cut churn in half and added $1,000 to customer LTV.

Hiring Is a Competitive Advantage – Will beats big-name employers like Amazon by offering better pay, flexibility, and autonomy.

Build a Moat with Brand + Speed – Even in a low-barrier business, execution and customer experience can be your moat.

CFO Insights from the Episode

Quarterly Billing Reduces Churn – Fewer transactions lead to better retention and higher lifetime value.

Bootstrapped CAC Strategy – Will used Facebook ads with upfront cleanup fees to fund customer acquisition in the early days.

Lean Operations = High Margins – No offices, tight systems, and automated quotes help keep margins strong.

Low-Cost Expansion Strategy – New locations require less than $10K to launch, reducing capital risk.

Profit from Community – His Skool.com community drives recurring revenue and brand exposure without ad spend.

Expert Business Coaching Insights

Embrace the Ugly Work – There’s gold in overlooked services if you execute with excellence.

Systematize for Freedom – Operational systems—not hustle—enable scale and team autonomy.

Use Action to Break Perfectionism – Stop obsessing over logos and websites; get customers first.

Fun Facts

  1. Will’s first year in business ended with 350 recurring customers—all acquired in just 3 months.
  2. His company has cleaned over 200,000 yards to date.
  3. He pays his scoopers more than FedEx, Amazon, and most landscapers.

Actionable Items

  1. Offer quarterly billing to improve retention and cash flow.
  2. Reinvest early revenue directly into marketing and service delivery.
  3. Build community around your niche—it compounds brand trust and revenue.

Maxims to Live By

  • Start Small, Think Big – Scale begins with one customer.
  • Keep It Simple – Complexity kills execution.
  • Own the Process – Don’t outsource what defines your value.
  • Speed Over Perfection – Done beats perfect every time.
  • Charge for Convenience – People pay for what they hate doing.
  • Systems = Freedom – Build it to run without you.
  • Marketing Is Your Job – If you’re not selling, nothing else matters.
  • Build Brand First – Make people Google your name, not just the service.
  • Stay Scrappy – Bootstrapping builds muscle.
  • Know Your Numbers – CAC and LTV tell the truth.
  • Invest in People – Great teams beat great tools.
  • Don’t Follow the Crowd – Franchising isn’t the only path.
  • Be Useful – The happiest entrepreneurs help others win.
  • Community = Moat – Build what others can’t copy.
  • Flexibility Wins – Give people options, get loyalty.

Episode Highlights

  • From agency life to dog poop: how it all started
  • Why Will turned down franchising for in-house scaling
  • The surprising retention hack: quarterly billing
  • How he outcompetes Amazon in hiring
  • The #1 thing that stops entrepreneurs from succeeding

Memorable Quotes

“We built a multimillion-dollar business picking up dog poop, believe it or not.” – William Milliken
“If you’re not willing to knock 100 doors or cold DM, you probably won’t make it.” – William Milliken
“Quarterly billing cut our churn in half and added nearly $1,000 in LTV.” – William Milliken
“People search our brand more than the service. That’s our moat.” – William Milliken
“I realized I’d make more money owning the company than marketing it.” – William Milliken

Tools, Books & Resources Mentioned

📚 Books Mentioned:

  • Traction by Gino Wickman – A blueprint for building your leadership team and scaling ops

🛠 Tools & Resources:

  • Sweep & Go – CRM software for the pet waste industry
  • Skool.com – Community platform powering Poop Scoop Millionaire

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Final Thoughts

William Milliken proves that no idea is too small when paired with big ambition and disciplined execution. From a $1,200 investment to a multimillion-dollar brand, he’s built not just a business—but a blueprint for scrappy, sustainable success.

Want to learn more or start your own scooping side hustle?

🔗 Connect with Will Milliken:

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