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The Posh Privy serves the globally famous region of northern California wine country extending across Sonoma and Napa counties. The owners of this upscale restroom rental service for special events are Brian and Marisa Ferrell. Before the couple became entrepreneurs, Brian was in purchasing and planning for a large corporation and Marisa was an event planner for 8 years.
This is one of those relatively rare stories about a fascinating couple achieving one of the most widely desired versions of the American dream. It’s got a goodlooking couple with a tantalizing opportunity to turn away from their demanding jobs and the hectic pace of the big city. It’s got the dreamy rural alternative they bravely choose in no less than the serene and somehow glamorous yet quaint California wine country. So, what happens next? What happens after the couple buys the small business in wine country? Here we enjoy Brian Ferrell’s account:
I was ready for a change from the corporate office life. So, in January 2016, I joined her (Marisa, his wife) in her events business, as it had grown in size. Shortly after we began working together, she mentioned starting up a related side business to supply winery events with the additional restrooms that are typically needed for special outdoor occasions.
We liked the custom-built luxury models, and we wanted to offer something unique in addition to the concept. We reached out to Portable Restroom Trailers Online and they got us in touch with Black Tie Products. They make luxury portable restroom trailers. We built a 6-station luxury custom trailer, using materials and designs they had never worked with before. Between the design and build phases, we finally saw delivery in April 2017.
We had worked with Fancy Flush over the previous few years. I’d help my wife with events and we’d see them (Roman and Heather Schmidt, Fancy Flush owners at that time). They had designed some of their own restrooms and extensively remodeled others, which gave them a major competitive advantage. They were striving to provide unique high-end units.
In the Fancy Flush days, because of the busy summer season in San Francisco, Roman and Heather recognized the need to grow rapidly. As Roman explained to ALW in an interview back in 2018, "Our clients demand our services, and if we're booked all the time they'll simply stop wasting their time calling us.” So, the company had to grow quickly to meet enough demand to keep its client base. So they grew the company.
But, just a couple of years later, they were confronted with the COVID crisis, the resulting prolonged U.S. economic downturn, and the ensuing national shortage of reliable and affordable workers. The owners ran the business during these and other
We liked the custom-built luxury models, and we wanted to offer something unique in addition to the concept. So, we work with Black Tie Products. They make luxury portable restroom trailers. We built a 6-station luxury custom trailer, using materials and designs they had never worked with before.
startup challenges. Throughout that period, Roman continued to be an innovator and Heather could do anything from administration to backing up the big trailers, and they were proud of their green operations.
When Roman and Heather decided to make a change, we said we’d be interested in buying the business. We started that discussion with them in mid-2021. I drew up a business plan and secured funding. We made them an offer and took ownership in April 2022. We already had a trailer. Adding theirs, we went from 1 to a fleet of 22 trailers.
We brought Jose on board as our Operations Manager. He had 16 years of sanitation experience. He’s done it all – pump trucks, maintenance, and delivering models from porta-potties to luxury trailers. He’s been amazing. We started in late April,
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the beginning of the hot, busy season. We hired a full-time driver right away.
Between a new driver we hired, Jose, and me, we could deliver for all of our customers. We kept Kim on from Fancy Flush, who works remotely from her home in Oregon, to improve our efficiency and service. She’s been doing a great job.
One of the things I’ve incorporated from my background is making sure I have our HR policies and procedures in place. I want to ensure that we have all those resources. You have to protect yourself, especially in California, for the safety of employees and owners. Everything to do with HR has to be branded, along with everything else representing the company’s policies, etc.
We currently have handwashing stations, which were custom-made by Roman and Heather, during the Fancy Flush period. They are double sinks with removable freshwater stations below. We have a selection of luxury trailers. We’re frequently asked
to provide service for large events. For example, for the Taste of Sonoma event, we provided 5 trailers for guests, with up to 1,400 attendees expected, plus one trailer for the back of house, and 2 attendees to monitor the condition of the trailers and keep them stocked and in top condition all day.
We bought another trailer from a friend of a friend. It was built by Black Tie as well. With that one, we went up to 23 trailers. We try to provide options for people. From no-frills units with no AC, no stereo, etc., all the way to the Luxury and Posh series, we want to match everyone’s needs and preferences.
We’re now up to 24 trailers. One of the cottage models is Posh 2, which Roman built, and there’s the original Posh 6 that my wife and I built, and late in 2023 we had a custom 3-stall trailer built by Black Tie, which are very similar to our Posh 6.
I’ve looked at many models around the country, but nowhere have I found that anybody has made a 3-stall cottage-style trailer. What we have appears to be the first of its kind. It accommodates up to 400 guests, and it has been very well received. Our LUX series of trailers ranges from 2-stall to 5-stall trailers.
Last year, we upgraded our fleet of delivery trucks to all GMC 3500 diesel, and we invested in a Davidson 950-gallon vacuum tank.
After the acquisition, we kind of hit the ground running. We were focused on optimization. Even with things so simple as applying dressing to tires so they look great, using odor-kill pods so the units smell good, adding features to dress up their appearance, and maximizing our customer service.
We updated our website last year as part of the transition from Fancy Flush to The Posh Privy. We
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We finished 2022 with the biggest year in the history of the company. Coming out of COVID, everybody was happy to get out. So, winery events were back...
transitioned our logos. We worked on the changeover through the winter of 2022. It was a very time-consuming transition, involving managing both websites until we were finally done by the spring of 2023. Last year, we were able to get down to just one website and redesign it.
We finished 2022 with the biggest year in the history of the company. Coming out of COVID, everybody was happy to get out. Winery events were back and so were weddings. We redid the pricing structure, and we’ve looked around to see what competitors are doing and how we can do it better. Those efforts and calculation of all the factors resulted in a rationale for increasing our prices.
Over the last couple of years since then, we have continued making adjustments to align our costs and inflation with pricing that makes sense for customers and us. We’re not trying to gouge the customers. We try to work with people as best we can.
In 2023, there was a slight downturn, which appears to be a correction/adjustment going on in the economy, inflation, high interest rates, and changing demographics. I’m familiar with other providers in
the industry and understand that, typically, if things like table and chair rentals are down in the area, then we’re likely to be down too.
For one thing, younger generations of adults are now waiting longer to plan, and the way they’re spending their money is different. They’re not having such huge events and are instead making it more about a guest experience for fewer people. They might be going to smaller guest counts and different entertainments. They might want to appeal to foodies, or host events that are spread out over multiple days. The event scale is smaller, and the kind and quality of the event experience is the emphasis instead.
In addition to the redesigned website, we have a social media person. She manages our Instagram and Facebook, and we try to provide her with as much as possible in videos, photos, etc. She also does some
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A POSITIVE IMPACT
work with our event company, so she’s very skilled at marketing in that space. She posts weekly for us. Late last year, we started working with a marketing company to improve our SEO and our Google presence and remove any residual presence of Fancy Flush.
Our team’s delivery uniform is an embroidered black Nike polo shirt and hat, both with logos. All of our larger fiberglass trailers have the logo on the back. In the cottage trailer model, we put business cards in the restroom. I have custom wheel covers for the cottage trailers too.
We’re working on online sales through ads, social channels, email blasts, promos, and staying aware of turnover among venue managers, winery managers, etc. I want to keep our staff busy throughout the off-season. We’re looking at possibly doing some
outreach to venues to introduce ourselves and tell them what we offer. The two biggest things to do, for us, I believe, are being on vendor lists and our Google SEO. And, we’re in the events world, with my wife’s company, so that’s an advantage.
Her business is called So Eventful and has a team of planners. I help with HR, legal, etc. She does all the accounting and makes all the major decisions, etc. for that company. She does the accounting for The Posh Privy too; she inputs everything into QuickBooks, etc.
We work with a lot of nonprofits. I’m used to planning for those from the events business. We think if you’re able to give back to your community, you should, and we’re fortunate to be able to be a part of nonprofit efforts. We usually give some kind of discount or in-kind donations, and they present our logos and feature us as a sponsor.
We have software that integrates with our Google calendars and color codes entries, so we can attach responsibilities to it for me, our drivers, and others. With Kim's input, It can prioritize orders, attach pictures and notes from customers or event planners, provide delivery site maps, customer contacts for the event, Google Maps, etc.
We have software embedded in our website that enables clients to check availability. They can enter some necessary information, like date, location, etc., and it will tell them we have available 7 days a week. Within 24 hours, somebody will have a quote back to them. They can include an attendant for their event or an amenities package. A contract can be provided within 24 hours, and there’s even a secure online credit card checkout option.
This refined ordering and delivery process is
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exceptionally convenient for our customers. It also enables us to deliver more quickly and with less overhead. We also use GPS in the service trucks for increased efficiency.
We shy away from long term rentals or regular service routes. We do have one account where we have a unit attached to an onsite sewage system. We go check on it routinely. Our niche is in event rentals that are
We’ve found that that’s the best way to see everything, from that low angle, and inspect surfaces down there that would otherwise go unnoticed during cleaning.
provides full medical, vision, and dental insurance for employees.
We use all the standard industry cleaning procedures and quality inspection criteria. Additionally, we have
our own methods of ensuring even more thorough quality. For example, instead of just looking down at everything in the trailer while cleaning toilets, sinks, floors, etc., we also train everyone to go out and re-enter the trailer during the cleaning process, to look up at the floor and under and around the bottoms of things from below and at the floor level.
We’ve found that that’s the best way to see everything, from that low angle, and inspect surfaces down there that would otherwise go unnoticed during cleaning. That enables us to look at it as if we are a customer walking up to use the trailer. We also perform an additional onsite inspection with the customer before leaving the trailer for use at the customer’s site.
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■ Straight Tri–Lobe
■ Performace: Vacuum up to 18 inHg; Flow up to 4805 cfm
■ Flexible Options & Installation
■ Coolest Blower Temperatures in it’s Class
■ More Energy Efficient vs. Other Straight Lobe Blowers Ideal for:
■ Sewer Cleaning
■ Storm Sewers
■ Water Treatment Plants
■ Municipal Water Departments
■ Cleaning & Washing
FUTURE PLANS FOR THE POSH PRIVY
I want to grow, but I want to grow smart. There are only so many hours in a day. Events are on weekends, so we can only provide so much in that schedule. If I’m short on manpower I can’t offer the level of customer service
that people expect from us. So, I want to ensure that we can maintain service quality while growing. I would like to add an ADA trailer. We sub in one from another local provider when we need it, but I think we should have one of our own. I think having an ADA would provide another important option for customers and allow practical management of growth through that addition.
A 5-year plan would probably include adding another cottage unit (4 stall). There are also innovations to improve the materials on the interiors and make them pop. For example, painting the interiors, replacing the flooring and countertops with a more modern look. Beyond that, we’d probably just plan to freshen up the fleet as the units will be turning 8 to 10 years old within that period.
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FMC Advisors is currently offering the following businesses for sale:
• Midwest portable sanitation and water hauling, $15mm revenue
• Midwest portable sanitation and septic, $2.6mm revenue
• Northwest septic pumping and installation, $1mm revenue
• West portable sanitation and rentals, $20mm+ under LOI
• Plains solid waste hauler and rolloff, $5mm revenue
• Southeast solid waste and rolloff, $3.5mm revenue
• South portable sanitation, $5mm revenue – under LOI
• Southwest solid waste – rolloff, $1.75mm revenue
• Midwest portable sanitation, $650k revenue
• West coast portable sanitation, $4mm revenue
• Northeast portable sanitation and rolloff, $1.5mm revenue
• Southeast portable sanitation, $2.5mm revenue
• Southeast portable sanitation, $2.75mm revenue
• Plains portable sanitation, $800k revenue
• Northeast septic pumping and installation, $2.2mm revenue
• West coast restroom trailers, $27.2mm revenue
• Midwest portable sanitation, $900k revenue
• Many more coming soon
• Industry-leading IntuiTouch® controls
• Hands-free accessory light option
• Safety interlocks, non-destructive e-stops and boom alarms
• Multi-Flow system for fuel economy
• Quiet engine design
• Optional wireless controls
• Powerful vacuum blower
When there’s a dirty job to be done, trust the iMPACT sewer cleaner to do it without washing quality and safety down the drain. Don’t let its compact size fool you. The iMPACT packs a wicked punch with features like: Visit
And it’s all backed by a solid commitment to highquality performance. The iMPACT is engineered to reliably perform better — powerful, safe and affordable.
This year, more than ever, I’ve had people reach out to ask questions. I’m happy to talk with people and offer advice. I have given some guidance to another local vendor/ friend in our area. Now, if I’m sold out, I’ll sub her in and she does the same for me. I’m happy for us to refer business to each other.
We like to say my wife is the gas, and I’m the brakes. I do the research and see what makes sense, and she’s the entrepreneur, ready to take on new challenges. My suggestion will always be: Do your research, put together a good business plan, and answer the necessary questions for yourself, like: How should you approach competition in your market? Which manufacturer can provide trailers to suit you and your potential client’s needs?
So, the journey of Brian and Marisa Ferrell from their lives before running their two small businesses in the Sonoma and Napa Valley area is certainly one of those inspiring stories of a great couple who made a transformative life choice together. Northern California and the greater Northwest US are the better for it. And, the industry is better with these innovators and quality exemplars representing the country’s best through their Sonoma / Napa enterprise.
For more information about The Posh Privy, visit theposhprivy.com or email brian@theposhprivy.com.
SPOTLIGHT INDEX
A reliable septic tank is essential for any building that operates independently of traditional utility services. As more people embrace self-sufficiency, ensuring your septic system meets the necessary standards is paramount to safeguarding health. This means it's crucial to pick the right septic tank for your project. With several different types of septic tanks available, what factors do you need to consider before you commit to a tank? In this article, we explore how to choose the best septic tank for your needs.
When choosing the right septic tank for the job there are a number of things you need to take into consideration.
4 Materials used: Septic tanks can be made from a number of materials, but the most commonly used are concrete, fiberglass and polyethylene.
Each has pros and cons, and the use of each depends on both site- and project-specific considerations and the regulatory environment in your state.
4 Site-specific considerations: Soil type, water table level and climate all need to be considered when selecting which septic tank to use.
4 Project-specific considerations: The type and size of the building and the number of people all need to be considered as they will affect which tank is the most suitable.
4 Regulatory requirements: Each state will have its own guidance and regulations for septic tanks. Make sure you are familiar with the requirements in your area.
Now that we’ve talked through the factors you need to consider when picking the right septic tank, let's look at each of the most commonly used materials in more detail.
• Durability: Concrete is able to withstand significant external pressure from soil and groundwater making it ideal for a wide variety of conditions.
Concrete makes an ideal material for long-term residential projects, anywhere the water table is high or anywhere that requires a bespoke-shaped tank.
• Cost: The cost of a concrete tank will initially be higher than other materials. However, because of its longevity, concrete tanks are actually a costeffective long-term solution.
• Advantages: Concrete is resistant to buoyancy, meaning it's less likely to float or move even in areas where the water table is high. Concrete can
be easily customized to fit the needs of the site and retain its structural integrity.
• Disadvantages: Concrete is susceptible to cracking and will need specialist equipment to install because of its density.
• Best use cases: Concrete makes an ideal material for long-term residential projects, anywhere the water table is high or anywhere that requires a bespoke-shaped tank.
Fiberglass Septic Tanks
• Durability: Fiberglass is non-corrosive in nature and resistant to cracking.
• Cost: The cost of fiberglass sits somewhere between concrete and polyethylene.
• Advantages: Fiberglass is lightweight, easy to install, and resistant to rust and corrosion.
continued on page 26
Tanks made with this material have limited size options and there is potential for damage if not properly handled.
• Disadvantages: Fiberglass is susceptible to damage during installation and because it is so lightweight can have buoyancy problems if not weighted down or installed correctly.
• Durability: Polyethylene tanks are flexible, resistant to cracking and easy to install.
• Cost: The cheapest of all the material types, polyethylene is particularly suited to smaller installations.
• Advantages: Polyethylene is easy to install, lightweight, and resistant to corrosion.
• Disadvantages: Tanks made with this material have limited size options and there is potential for damage if not properly handled.
• Best use cases: Fiberglass tanks are ideal for corrosive environments or if a temporary or relocatable system is required.
• Best use cases: Polyethylene tanks are suitable for smaller installations, where a relocatable system is required or in difficult to reach sites such as remote or densely wooded areas.
The main materials, polyethylene, concrete and
fiberglass, all have their pros and cons. Spend some time considering what you need for your project before committing to a particular septic tank.
Looking to keep up to date with all the latest news and developments? Subscribe to North American Sweeper Magazine today!
consider-when-choosing-a-septic-tank https://www.greenplanetplumbing.com. au/why-do-you-need-a-septic-system-athome/#:~:text=It%20ensures%20that%20the%20 plumbing,environmental%20problem%20in%20 your%20property.
Sources
https://nasweeper.com/ https://www.centralhtg.com/blog/comparingseptic-tank-materials-how-to-choose-the-bestone-for-your-needs#:~:text=Plastic%20septic%20 tanks%20are%20the,save%20homeowners%20 money%20on%20repairs.
https://www.petesoutflow.com/5-factors-to-
https://www.gotseptic.net/types-of-septic-tanksmaterials-sizes-and-installation-techniques https://www.bowensseptictank.com/commontypes-of-materials-for-septic-tanks
Infrastructure and environmental services organizations are crucial to the world, helping to process the two billion metric tons of waste that are estimated to be produced each year. Within the sewer and septic industry, a few roles are as crucial yet often overlooked as those of the vacuum truck operator. These important professionals play a pivotal role in maintaining the cleanliness and functionality of global sewer and septic systems. They also help to ensure communities can thrive without worrying about sanitation issues. Whether you are considering a career in this field or are already a part of it, this guide aims to shed light on the responsibilities, challenges, and best practices that define the job of a vacuum truck operator.
Vacuum truck operators are responsible for operating and maintaining specialized vehicles equipped to handle liquid waste, sludge, and debris from sewer systems, septic tanks, and industrial settings. These trucks, equipped with powerful vacuum systems, perform important tasks like:
4 Sewer maintenance: Clearing blockages, cleaning sewer lines, and conducting inspections.
4 Septic tank servicing: Pumping out and disposing of accumulated solids and liquids.
4 Industrial cleanup: Handling hazardous waste and other materials safely and efficiently.
Drivers and operators of vacuum trucks need to have a combination of skills and attributes that are mostly technical to be successful vacuum truck operators. These include, but are certainly not limited to, the following:
4 Mechanical aptitude: Operators must understand the workings of vacuum systems, pumps, and hydraulic equipment.
continued on page 30
4 Safety consciousness: Operators should adhere to strict safety protocols to prevent accidents and environmental damage.
4 Problem-solving skills: Operators need the ability to troubleshoot equipment issues and address unexpected challenges on-site.
4 Physical stamina: Operators must have endurance to handle physically demanding tasks in varying weather conditions.
4 Regulatory knowledge: Operators need familiarity with environmental regulations governing waste disposal.
In addition to understanding their role and possessing certain skills and qualifications, best practices for vacuum truck operators in the sewer and septic industry should be mentioned. These best practices will serve to enhance your organization and increase productivity and safety.
4 Perform preventive maintenance: Regularly inspect and service equipment to ensure optimal performance and longevity.
4 Put safety first: Prioritize personal protective equipment (PPE) and follow safety procedures rigorously to minimize risks.
4 Increase environmental awareness: Handle waste materials responsibly, adhering to local and federal environmental regulations.
4 Maintain effective communication: Maintain clear and open communication with team members, supervisors, and clients to ensure smooth operations.
Working as a vacuum truck operator can be a demanding job. However, there are significant rewards to working in the sewer and septic industry. These jobs are stable because they provide an essential service, and there is a consistent demand for skilled operators.
4 Promote continuous learning: Stay updated on industry trends, technological advancements, and regulatory changes through training and professional development.
Working as a vacuum truck operator can be a demanding job. However, there are significant rewards to working in the sewer and septic industry. These jobs are stable because they provide an essential service, and there is a consistent demand for skilled operators. In addition, working as a vacuum truck operator allowed each day to be different, presenting unique challenges. Vacuum truck operators also have the potential for career growth, advancing into supervisory roles or related industries.
It is easy to see why vacuum truck operators are referred to as the unsung heroes of the sewer and septic industry because they play a critical role in public health and environmental protection. By mastering the skills outlined in this guide and embracing the challenges with professionalism and dedication, operators can excel in their careers and contribute significantly to their communities' well-being. Their work not only ensures the smooth functioning of essential sanitation systems but also safeguards the environment from potential hazards. To stay abreast of the latest developments, subscribe to North American Sweeper Magazine!
Sources https://nasweeper.com/ https://www.statista.com/markets/408/topic/435/wastemanagement/#overview
Coxreels V-100 Series product line has been improved and expanded! Introducing the new 1 ¼” vacuum hose reel V-112-735 without hose and the V-112H-735 with hose. The new model is a smaller
The new swivel design still allows for the connection of multiple hose sizes by using the inside and the outside of the housing, but a greater gradual taper has increased the amount of compatible inlet hose cuffs.
frame size featuring 12” diameter discs instead of the original 17” diameter discs and is designed for use with 35’ of 1 ¼” vacuum hose. The outlet connecting to the hose remains 1 ½” and our 1 ¼” hose comes equipped with 1 ½” slip cuffs on both ends for maximum flow.
In addition to the new models, the swivel has been improved on the entire product line. The new swivel design still allows for the connection of multiple hose sizes by using the inside and the outside of the housing, but a greater gradual taper has increased the amount of compatible inlet hose cuffs. This remains important because retail shop vacuums are coming with larger and larger hoses, some as big as 2.5”. The swivel also includes hidden improvements via an enhanced O-ring sealing system for greater vacuum consistency and performance.
The hose has a super flexible “crush-proof” smooth interior hose suitable for commercial cleaning applications and is equipped with standard 1.5” threaded hose cuffs on both hose sizes.
Coxreels® has remained steadfast and focused on manufacturing high quality professional grade hose, cord, and cable reels since 1923. Offering a full product line serving the industry in every channel and application, Coxreels® takes great pride in designing, building, and supporting all of their products right here in the U.S.A.
For further information on Coxreels® new options for the V-100 Series, contact Customer Service at (800) 269-7335 or visit www.coxreels.com.
Currently in our 10th decade under the 3rd generation of family ownership and operation, we are proud to manufacture the industry's highest quality and widest variety of hose, cord, and cable reels. We remain aware that our products are called on to be the most reliable product built to faithfully perform in various settings and applications. Our team takes great pride in our growth and innovation as a U.S. manufacturer. We recognize USA Made, USA Quality, and USA Support as critical components to delivering incomparable product value. These founding principles are displayed and reflected in each model and every part of the Coxreels product line! Our advanced engineering and manufacturing processes make extensive use of in-house design, CNC machinery with robotic welding and robotic spin cell operations, and modern automation systems that allow us to develop and build state-of-the-art reeling platform solutions that meet the most demanding requirements in the industry
You will see the quality, variety, value and innovation that has made us a world leading reel manufacturer. Over 90 years as the industry leader proves that constant learning and communication with the industries we serve, innovative
engineering and the highest standards in quality and service ensure we will continue to innovate with new proprietary technologies, superior special features and superior products that set the bar in the reel industry.
I also would like to offer my thanks to all of our customers who are the cornerstone of this business. It is with your support that we drive our position of leadership and innovation to new heights each and every year.
When it comes to excavation, people often think of big earthmovers with giant buckets, but that type of excavation is not the only way to remove dirt and debris. Hydro excavation, also known as hydrovac or vacX, uses pressurized water to loosen and cut soil and a powerful vacuum to remove soil and materials in a non-destructive digging method.
As the leader in safe digging and hydro excavation, TRUVAC has created the ultimate guide to hydro excavation. Below, the TRUVAC team of experts breaks down 5 things to know about hydro excavation.
1. Uses vary. Hydro excavation has many applications from utility potholing and daylighting to slot trenching and emergency utility work. If dirt is involved, hydro excavation can be used. When it comes to replacing utility poles, installing fences, or inspecting water lines for lead, hydro excavation is an option.
2. Safety increases. The main benefit of hydro excavation is safety. If following the Gas Technology Institute’s Best Practices of Hydro Excavation, the risks are all but eliminated. Because you are using pressurized water and not blindly sticking a sharp metal object in the ground under
pressure, there is a minimal risk of damaging buried utilities.
3. Cold temps aren’t a problem. When equipped with a water heater, a hydro excavator can cut easily through frozen soil. Even in the most extreme temperatures of Fort McMurray Alberta, Canada, the frozen soil doesn’t stand a chance against a hydro excavator.
4. Excavate from a distance. Because not all work is conveniently located, hydro excavation can be performed remotely. Using remote hose, the truck can be parked on the street, and work can be performed in a basement, backyard, or even an elevator shaft inside a building.
5. Precision of a surgeon. Because the operator can put the digging lance directly where the hole is needed, no excess soil needs to be removed when excavating. Operators of hydro excavators are the surgeons of the dirt world. They are highly skilled and trained to perform work as efficiently and safely as possible.
As experts in hydro excavation, the TRUVAC team’s comprehensive guide includes even more things to know about hydro excavation including handling deep excavations that need more lift power, disposing of materials, federal and state regulations and more. The guide can also help clarify how much PSI and capacity is needed depending on the ground type and many other factors.
About TRUVAC TRUVAC specializes in hydro excavators, with models for any size job, and its extensive dealer network means TRUVAC hydro excavators are available near you.
Visit TRUVAC.com to learn more.
An email marketing program for portable restroom rental business owners could be the ticket to much quicker growth. That can be especially true for small companies with multiple revenue channels (which appears to be most startups in the industry and for operators who do not have a blog. An email newsletter for marketing and branding can provide clients and prospects regular annual or monthly opportunities to get to know you and your team and learn about your industry and products.
You may prefer to cover several topics monthly or sometimes a single feature topic. You can use attention-getting colorful imagery and offer highly relevant information to help your target audience. There is an abundance of beautiful, free, easily recognizable professional templates available from the highly reputable online resources listed below and from many others.
The means to publish a brief emailed newsletter gives small business owners a tool, in lieu of a blog or social media program, that serves as an outstanding marketing alternative. It’s much, much cheaper, more convenient, less time-consuming, more digestible for
readers, and more appealing to their busy customers and prospects.
HOW EFFECTIVE IS EMAIL MARKETING TODAY?
By all authoritative accounts, email remains the world’s most effective form of marketing, as it has been for over a decade. This direct marketing format capitalizes on the power of individual contact with target audience members and takes advantage of the digital communications platform that virtually every internet user spends time using every day. Once your system is set up for newsletter distribution, you’ve got everything you need in place to take the next step for sending individualized marketing email
Email marketing is, by design, a means of opening up a line of communication between a business and its customer or prospect. It also allows people to focus on your message and respond to it in their own time, if they so choose.
messages too, in addition to, or instead of, emailing newsletters.
That’s a comparatively tremendous amount of close exposure, rendering email an incomparably powerful outreach vehicle with unparalleled potential impact. So, it’s not surprising to see email Open Rates and Click Through Rates becoming even stronger over the years. Response rates to advertising via email are remarkable in contrast to all other ad forms.
According to Constant Contact research, the overall average B2C and B2B email Open Rate (OR) across all industries, as of April 2024, is 37.72%, with a 2.0% Click Through Rate (CTR). In addition to these staggering success rates, other advantages that make email a smart investment of marketing resources for small business owners include:
4 Cost Effective: Even used just to boost other direct marketing efforts, emailing is a very cost-efficient
method of generating new business and repeat sales.
4 Maximum Audience Size: There are over 4 billion email users worldwide, which makes email the most assured way possible to reach and engage with your current customers one-on-one or by general distribution and introduce your company to prospects.
4 Gaining Revenue Potential: Like most other profit ventures across the World Wide Web, email marketing has evolved over the years and has thereby improved its OR and CTR results for businesses.
4 Engagement Value: Email marketing is, by design, a means of opening up a line of communication between a business and its customer or prospect. It also allows people to focus on your message and respond to it in their own time, if they so choose. That’s very different from what any other marketing strategy can do. As a result, the unsubscribe rates are only around 1% for most industries, per the Constant Contact analysis (accessible through the link in the Resources list below).
By all accounts of the most prominent marketing experts, email is the lowest-cost and most financially productive marketing resource available today. It has led the industry in cost and effectiveness over the past ten years and is still the most robust performer of all marketing types.
Per McKinsey & Company (the global leader in business analytics), sending customized emails can produce very different results than email blasts in driving “real returns.” The McKinsey research report
continued on page 40
Even today’s most basic email system can be used to create, send, and track emails. If you have a large volume of email newsletters or other email marketing materials to include in your project, consider spending a little more on an email platform...
more advanced features. For example, look at models for automating bulk email newsletter marketing campaigns. Here are some options to consider when choosing the best marketing email tool for your needs:
How well do the included email template formats and options for customizing emails suit your branding objectives?
Email Volume Capacity & Pricing
notes that a financial institution generated a revenue increase of a stunning 20% by personalizing emails based on customer life-cycle events, and a homeproducts retailer increased revenues by 1,000% by switching to using personalized email offers based on individuals’ online and paper catalog shopping activities.
If you’re not already sending personalized emails to your prospects and customers, you should look into that spectacularly effective and affordable marketing and branding tool. And, why not attach your current email newsletter to your personalized email letter or note?
Even today’s most basic email system can be used to create, send, and track emails. If you have a large volume of email newsletters or other email marketing materials to include in your project, consider spending a little more on an email platform with
Is the pricing for the email program’s set limits on email sending volume reasonable for your business’s budget and short-range strategic spending plans?
Customization and Autonomous Functionality
Does the email platform offer a wide enough variety of options for you to create the impression you want to make through your email marketing efforts?
Ease of Platform Use
Is the email software intuitively easy to use for creating, sending, and tracking emails and for setting up auto-processes? Do you need special training, or even a professional code writer to operate the system?
Integration
Is the email program compatible with your existing Customer Relationship Management (CRM) platform and other business software?
Retargeting
Can your email list be used through the program to retarget ads from social sites and other web locations?
Migration from Current Platform
How complex is the process for migrating the database of customer contacts and other information from your existing application into the new email platform?
continued on page 42
At minimum, your email marketing tools should include contact management features that enable you to segment your general contacts list into multiple categories, such as non-marketing contacts, like business partners, vendors, training resources, etc., and categories for your target subscribers.
way, as you increase your ability to utilize your system more fully, you’ll have the tools to make the most of it.
Email marketing software programs vary in price based on the level of complexity in options you want and in the volume of email bulk loads you plan to send in your e-newsletter campaigns. Check into free email plans with daily or monthly send limits. Some cost a total of just $5 to $10 monthly.
Your software should also generate metrics data like OR and CTR. Your email platform should provide automated processes. It should also allow smooth integration with your other business platforms and share data with your CRM, project management software, and your encompassing Enterprise Resource Planning (ERP) platform.
Check into free email plans with daily or monthly send limits.
More advanced software programs should include email marketing workflow process management tools. Programs with AI and/ or ML capabilities may feature predictive analytics to help you optimize your email targeting and scheduling to maximize open rates.
Choose the best email marketing software for your needs based on the factors discussed above and how each enables template design modifications. Drag-and-drop is always preferred, and high-quality pre-designed templates offer a work-free solution. Avoid alternatives that embed their own branding on templates.
Consider a solution that costs a little more, but that offers you greater control over the end product. That
You can start out with a minimal package and work your way up from there in your decision-making on any larger plans you may later need, if you opt to expand your regular marketing email activities. An average email marketing platform to accommodate up to 500 contacts is only about $20 monthly, per Forbes Advisor’s Top 10 List of email platforms.
There is so much valuable information you can offer your customers and prospects. You can write about your company’s unit cleaning process compared to the industry standard, or about your inspection protocols, or your delivery and pickup system, or your exquisite luxury models.
You can cover a broader range of highly relevant topics that reach beyond your industry, like the value of outdoor activities for mental and physical health, the importance of having the best possible sanitation facilities for outdoor events, etc.
continued on page 44
To find many other popular relevant topics of all kinds for your email newsletters, just copy these criteria into the Google search field: “hot customer newsletter topics for portable restroom rental businesses.” You will find that that search and others render a wealth of topics that are of value to your customers and prospects, or that inspire you to inform them on subjects that you are confident are of interest to the people you want to reach in your target area.
Use the links below and many other excellent email newsletter resources online to create beautiful, compelling emails quickly and easily for your small business email newsletter marketing and branding campaigns.
Sources https://create.microsoft.com/en-us/templates/newsletters https://www.canva.com/newsletters/templates/ https://mailchimp.com/landers/newsletters/?ds_ c=DEPT_AOC_Google_Search_US_EN_NB_Acquire_ Broad_MKAG_US&ds_kids=&ds_a_lid=kwd10238601&ds_cid=71700000100486508&ds_ agid=58700008058399804&gad_ https://www.forbes.com/advisor/l/top-email-marketingplatforms/?utm_content=163646549700&utm_term=kwd10379771&utm_campaign=21326556394&utm_ content=163646549700&utm_term=kwd-10379771&utm_ campaign=21326556394&gad_source=1&gclid=CjwKCAjwO6zBhASEiwAOHeGxa02C2aHOU6U7fdspYyrMCyd7G gq-RzATPvpsTG_K2WY_mIXq0eIIhoCHp4QAvD_BwE https://www.semrush.com/blog/email-marketing-platforms/ https://mailchimp.com/resources/email-marketingbenchmarks/?ds_c=DEPT_AOC_Google_Search_US_EN_NB_ Acquire_Broad_DSA-Rsrc_US&ds_kids=p78250621731&ds_a_ lid=dsa-2227026702184&ds_cid=71700000115207178&ds_ agid=58700008574686663&gad_source=1&gclid=CjwKCAjwy o60BhBiEiwAHmVLJdd2onAahO-Oy2XJ5h1wFQoU8jJxxsRBro5 oD4N6sEY0qqjZDgwFlhoCyvIQAvD_BwE&gclsrc=aw.ds https://www.smartinsights.com/email-marketing/emailcommunications- strategy/statistics-sources-for-emailmarketing/#:~:text=A.&text=This%20table%2C%20from%20 data%20for,your%20email%20engagement%20rates%20 compare%3F
https://knowledgebase.constantcontact.com/email-digitalmarketing/articles/KnowledgeBase/5409-average-industryrates?lang=en_US
https://www.mckinsey.com/capabilities/growth-marketingand-sales/our-insights/why-marketers-should-keep-sendingyou-emails
https://www.google.com/ https://www.google.com/
American Jetter 48
866-944-3569 / americanjetter.com
American Tank Co. 33
254-721-5675 / atcvacuumtruck.com
AR North America. 22
763-398-2008 / arnorthamerica.com
Arcan Enterprises............................................................. 20
888-352-7226
Aqua-Zyme Disposal Systems Inc. 25 979-245-5656 / aqua-zyme.com
Bio Microbics ....................................................................... 44
800-753-3287 / biomicrobics.com
Bright Dyes 48
800-394-0678 / brightdyes.com
Bucher Municipal 49
704-658-1333 / buchermunicipal.com
Cam Spray 16
800-648-5011 / camspray.com
Com Vac 37
800-243-7986 / comvacsystems.com
Comforts of Home 50
877-382-2935 / cohsi.com
Coxreels 45
800-269-7335 / coxreels.com
Ecological Laboratories Inc. 46
800-326-7867 / propump.com
Eljen Corp. 27
800-444-1359 / eljen.com
F.M. Manufacturing ........................................................... 17
877-889-2246 / fmmfg.com
FMC Advisors 2, 20 727-486-0306 / 407-765-9440 / fmcadvisors.com
Fruitland Manufacturing ................................................ 47 800-663-9003 / fruitlandmanufacturing.com
General Pump
888-474-5487 / generalpump.com
Greasezilla 18 304-658-4778 / greasezilla.com
GSBB Services, LLC 48 843-535-5712 / gsbb.biz
Guzzler................................................................................... 11 guzzler.com
Imperial Industries Inc 3 800-558-2945 / imperialind.com
In The Round Dewatering ................................................ 4 317-539-7511 / ITRDewatering.com
J.C. Gury Company Inc. 6 800-903-3385 / jcgury.com Jet. 46
800-321-6960 / jetincorp.com
Key Commercial Corp. 46 877-333-4539 / keycommercial.com
Lane's Vacuum Tank, Inc. 43 800-592-3308 / lanesmobilejohn.com
McKee Technologies 35 866-457-5425 / mckeetechnologies.com
Mid-State Tank Co., Inc 36 800-722-8384 /m idstatetank.com Milwaukee Rubber Products 31 800-325-3730 / milwaukeerubber.com
National Vacuum Equipment, Inc. 29 800-253-5500 / natvac.com Norweco. ................................................................................
800-667-9326 /norweco.com
866-636-4854 /obicproducts.com
830-935-4936
