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Bin There Dump That

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Doing Away with Dumpster Trash
Bin There Dump That tackles dirty job with fresh approach

 

Bin-There-Dump-That-BrochureJohn Ferracuti knows all about the concerns.

The dumpster rental space is filthy and grimy, and the people involved in it are often no picnic either.

“It’s usually perceived to be a dirty, nasty, ugly business,” he said.

“The perception of the consumer is that some big, old truck is going to come rumbling up the road, and they’re going to put this big, old rusted-out dumpster in my driveway. The guy might throw a cigarette butt in my flower bed while he’s doing it, and he’s probably going to grunt at me.”

But in Ferracuti’s estimation, it’s those unsightly realities that have allowed Bin There Dump That to carve a niche as a more palatable alternative with a far less-intimidating customer service process.

The Canadian-founded company labels itself as a “residential friendly dumpster service” and battles the existing stereotypes with small, maneuverable trucks that are washed every day, walk-in bins that are no larger than a minivan and get refurbished every three years, and drivers that wear uniforms.

Half of its business comes from individual home owners needing dumpsters, while the other half of the client base is comprised of contractors – nearly all of whom are doing residential projects, too.

“Nobody had ever approached the dumpster business that way,” said Ferracuti, vice president of franchise recruiting for That Franchising Group and general manager of Bin There Dump That.

“Dumpsters were always designed to go into commercial applications or new home subdivision projects. So they were just big and ugly and it didn’t matter.

“Once people start doing a remodel or a renovation on their house, though, the whole need is different. To put a big old rust bucket in somebody’s driveway with a great big truck that can barely maneuver its way in there, it’s not designed to do that. We designed everything to do just exactly that. Ninety-nine percent of everything we do is in somebody’s driveway or on the street or lane way, something to do with your home.”

The concept was born 12 years ago in suburban Toronto when a working general contractor, Mark Crossett, was seeking a better way to get rid of construction waste from kitchen and bath renovations. He got a truck with a hook/lift assembly attached to the back and had a steel-fabricating company build him four dumpster bins that were smaller than those typically used in driveways at that time.

He christened the fledgling disposal business as Bin There Dump That and instantly began getting attention from people pulling alongside his trucks in traffic, as well as chuckles from the audience when he was introduced at Chamber of Commerce meetings or other business-centric functions.

It’s a good tongue-in-cheek reflection of the founder’s sense of humor, Ferracuti said.

“If you ever met Mark, you’d completely understand,” he said. “He’s one of the nicest guys. He’s always telling jokes. He wanted his company to have a fun name, so that’s what he came up with.”

Crossett had two trucks and 50-plus bins within two years, at which point he was working with a disaster-restoration company at the cleanup of a building owned, ironically, by That Franchising Group. There, Crossett met its president, Michael Kernaghan, who loved the concept so much that the two men forged a partnership that led to Bin There Dump That’s birth as a franchise opportunity.

It’s since grown to 38 franchises in Canada and 36 more in the U.S., which it entered in 2011.

“We’re very proud that we did it organically, without borrowing money and without having to partner with a larger company to do it,” Ferracuti said. “A lot of companies come from the U.S. into Canada, but it’s only a very few that do it the other way. We’ve grown very, very nicely.”

The typical operation starts off with a truck and a minimum of 24 bins, and an understanding that a second truck and another full complement of bins will be added within three to six months. Owners can operate from their home or an office in a typical commercial strip, with a common requirement that their bins are stored outside in an open yard or other space that’s easily viewable.

Some owners rent outdoor space at a company with a home-service lean, like a landscaping business, while others secure an open-air rented location near major thoroughfares.

Upon contact from a customer, the bins are brought to a residence, placed in the driveway on a series of wooden planks – to prevent direct contact with the surface – and ultimately hauled away, after the driveway or road service is swept clean, to the appropriate bulk-waste disposal or landfill in the area.

“We do it with a focus on customer service that is not usual in the dumpster industry,” Ferracuti said, “it’s just not heard of – that renting a dumpster for your home can actually be a pleasant and easy experience. Imagine that.”

Many of the newest franchise owners, he said, were referred by existing owners, and interest in the opportunity has been consistent from Internet portals and in response to information the company positions in franchise-centric publications. Successful candidates are those with some level of business or professional accomplishment and the desire to maintain a strong focus on customer interaction.

The company started 2014 with an initiative seeking owners willing to immediately assume control over multiple geographic territories upon entry, with the incentive of a discounted franchise fee.

Financial requirements include a minimum net worth of $300,000 and $70,000 in available liquid cash. The initial investment runs between $62,200 and $110,400, and the annual fee runs between $6,000 and $12,000 per production truck in operation for a renewable 10-year agreement. About 12 percent of franchisees are multiple owners.

The growth goal for the next five years is to reach 200 locations across North America.

“We’re looking for people right now with a little bit bigger vision and scope,” Ferracuti said. “We’re actively looking for bigger thinkers.”

AT A GLANCE

WHO: Bin There Dump That

WHAT: Residential dumpster rental business that also offers trash container rentals, and junk and trash removal services

WHERE: Headquarters in Mississauga, Ontario; 38 franchises in Canada, 36 in the United States

WEBSITE: www.BinThereDumpThatFranchise.com

Short URL: http://www.businessworld-magazine.com/?p=3505

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