EP233 – From Lawn Care to $100M Pest Control Empire: Jonas Olson's Journey

In this episode of The Boardroom Buzz, the Blue Collar Twins sit down with Mat Rogers, the COO at Lizard Marketing. Join us to learn about Mat's career evolution from pest control to marketing. The impact of AI and digital tools on business growth and the strategies for branding and online presence in the service industry. You’ll learn: From Pest Control to Digital MarketingNavigating the Digital Marketing LandscapeThe Impact of AI on Marketing StrategiesBuilding Strong Client RelationshipsManaging Client ExpectationsGrowth Stages of BusinessesThe Role of AI in Business GrowthThe Future of AI in MarketingAI's Impact on Business OperationsOptimism and Concerns About AI's FutureThe Power of Branding in Digital Marketing Ready for boardroom-level help with your own business? • Grow, sell, or exit your service company with Potomac: https://www.potomaccompany.com Connect with the hosts: • Blue Collar Twins – Jason & Jeremy Julio: https://bluecollartwins.com Connect with Paul: • Paul Giannamore – Managing Director & M&A advisor at Potomac: https://www.linkedin.com/in/paulgiannamore

In this episode of The Boardroom Buzz, the Blue Collar Twins sit down with Jonas Olson, the founder and CEO of Pest Badger in Wisconsin and Michigan. Join us as Jonas shares his inspiring journey from lawn care to building a multi-million dollar pest control empire. Discover his strategies for scaling, marketing, team building, and the importance of relentless execution in business growth. You’ll learn: From Lawn Care to Pest Control: A Unique TransitionNavigating Challenges: The Impact of COVID-19Scaling Success: The Growth of Pest BadgersMarketing Magic: Standing Out in a Competitive IndustryEmpowering Teams: The Role of Equity in GrowthBusiness Models: Balancing Equity and SalariesInnovative Marketing Strategies for Customer AcquisitionMarket Research: Lessons Learned from ExpansionThe Journey of Writing a Book: Insights and ExperiencesDaily Routines: Balancing Work and Family LifeGrowth Mindset: Setting Ambitious Goals and Achieving ThemThe Role of Mentorship in Business SuccessLearning Through FailureNetworking and RelationshipsBuilding a Strong TeamThe Role of Discipline in Success Ready for boardroom-level help with your own business? • Grow, sell, or exit your service company with Potomac: https://www.potomaccompany.com Connect with the hosts: • Blue Collar Twins – Jason & Jeremy Julio: https://bluecollartwins.com Connect with Paul: • Paul Giannamore – Managing Director & M&A advisor at Potomac: https://www.linkedin.com/in/paulgiannamore

In this episode of The Boardroom Buzz, the Blue Collar Twins sit down with Gary Journeaux, founder of Competitive Pest Services (CPS) – the largest independent, 100% Australian‑owned pest company with national coverage and a 200% money‑back guarantee. Gary bought a tiny one‑man pest business at 24, with zero experience on the tools, and grew it into a 200‑person operation with teams across Australia and Myanmar, national commercial portfolios, and technicians who are some of the best paid in the industry. He did it without private equity, without big marketing budgets (zero AdWords for 5+ years), and without becoming “just another multinational.” Instead, he bet everything on customer experience, culture, and being the underdog that big clients actually like. You’ll learn: How Gary went from ad-agency employee to buying a one‑man pest route at 24Why CPS is 95% commercial, 5% residential, and how that kills seasonality riskThe 200% money-back guarantee that forced competitors to copy himHow he scaled nationally (Australia + Myanmar) with no PE money and brutal cashflow constraintsWhy CPS pays techs top-of-market and still wins big national tendersHow “one tech, one child” and free work for Ronald McDonald House became recruiting superpowersWhy Gary is comfortable turning down multinationals and focused on doubling revenue by 2026 Ready for boardroom-level help with your own business? • Grow, sell, or exit your service company with Potomac: https://www.potomaccompany.com Connect with the hosts: • Blue Collar Twins – Jason & Jeremy Julio: https://bluecollartwins.com Connect with Paul: • Paul Giannamore – Managing Director & M&A advisor at Potomac: https://www.linkedin.com/in/paulgiannamore

In this episode of The Boardroom Buzz, the Blue Collar Twins sit down with Lenny Gray, the guy other Utah killers call “the godfather of door-to-door.” Lenny started as an Orkin rep in the late 90s, built his own pest company from two dudes and a truck into the largest residential player in Utah, and went on to three separate exits across multiple branches. Today, he runs D2D Millionaire, helping 40+ home-service verticals build in-house door-to-door programs that grow fast without nuking retention or reputation. If you’ve ever wondered whether you should build a door-to-door team, outsource to a marketing company, or avoid it completely, this is your playbook. You’ll learn: • How Lenny went from missionary door-knocking to three pest-control exits • Why outsourced D2D vendors often charge 120% of first-year revenue and wreck your economics • How he kept 80%+ retention on door-to-door accounts by selling and servicing differently • A simple, low-risk way to start D2D: knocking neighbors of existing customers • How A1 Garage Door uses a “sticker play” to print future demand with 42% conversion • Why Lenny thinks we’ll see 1M+ reps knocking by 2030, and what that means for your edge Ready for boardroom-level help with your own business? • Grow, sell, or exit your service company with Potomac: https://www.potomaccompany.com Connect with the hosts: • Blue Collar Twins – Jason & Jeremy Julio: https://bluecollartwins.com Connect with Paul: • Paul Giannamore – Managing Director & M&A advisor at Potomac: https://www.linkedin.com/in/paulgiannamore

In this episode of The Boardroom Buzz, the Blue Collar Twins sit down with Trevor Sharp and Scott Sandberg from Ruva Pest Control, the Utah door-to-door guys who packed up, moved to Connecticut, and built a high-retention pest brand from scratch. In just three years, Ruva has stacked close to 3,000 five-star Google reviews, blended aggressive door-to-door with disciplined digital, and built a culture where twenty‑somethings earn $80K+ and line up for supervisor licenses. They share how they chose Connecticut, why they fired almost their entire first ops team, and how they rebuilt around culture, referrals, and customer experience. This is a doors-to-boardroom playbook on building a real company behind a door-to-door engine. You’ll learn: • Why they left a big national and relocated to Connecticut with zero presence • The hiring mistake that wrecked year one ops and how they fixed retention • How they use NPS and review-based incentives to drive service quality • Why combining door-to-door with LSA, PPC, and referrals beats single-channel growth • How they’re structuring branch equity for future leaders (and why it matters) Ready for boardroom-level help with your own business? • Grow, sell, or exit your service company with Potomac: https://www.potomaccompany.com Connect with the hosts: • Blue Collar Twins – Jason & Jeremy Julio: https://bluecollartwins.com Connect with Paul: • Paul Giannamore – Managing Director & M&A advisor at Potomac: https://www.linkedin.com/in/paulgiannamore

What does it take to build a pest control company that wins—year after year—without relying on outside investors to do the heavy lifting? According to Chase Goodeill, it starts with the right people around you. This week, the Blue Collar Twins sit down with the owner of Pest Control Consultants to unpack why he and his partners joke they’re the “’96 Bulls”—a tight, competitive crew with complementary strengths, a “whatever it takes” mentality, and a shared mission to turn pest control into a wealth-building vehicle for everyone on the team.  Chase shares how he learned to sell before he scaled—cold calling businesses, knocking doors, and driving prospects to a yes or no with relentless follow-up. He breaks down the real mechanics of growth: building sales teams, moving into bigger markets, and expanding into multiple branches across states while keeping profitability front and center.  The conversation dives into partnership structure, acquisitions, retention realities, and why Chase believes you can go fast alone—but to go far, you need a roster that can carry the load.  🎧 Tune in for a high-energy masterclass on building a team-first pest control platform—where the culture is competitive, the goals are massive, and the partners win together.   https://www.linkedin.com/in/paulgiannamore www.potomaccompany.com https://bluecollartwins.com

Michael Garvey isn’t a full-time entrepreneur — he’s a full-time New Jersey state trooper who built a serious lawn fertilization and weed control business on his days off. The Blue Collar Twins sit down with the founder of Coastal Fertilization to unpack how discipline, structure, and smart partnerships turned a side hustle into a tightly run operation serving nearly 900 customers. Starting in 2017 with just 10 accounts, Michael leveraged mentorship, branding, and systems to scale Coastal without chasing discounts or cutting corners. He breaks down why professional trucks, visible yard signs, referrals, and geographic focus outperform flashy marketing — and how staying “middle of the road” on pricing attracts the right customers. From delegation and route density to cash flow discipline, CRMs, and building a business that doesn’t rely on constant chaos, this episode is a masterclass in running a service company with intention. 🎧 A grounded, tactical conversation about building real momentum — one system, one route, and one disciplined decision at a time. https://www.linkedin.com/in/paulgiannamore www.potomaccompany.com https://bluecollartwins.com

Landscaping has long carried a rough-and-ready reputation — trucks with branches sticking out, stained shirts, and crews that “get the job done” but don’t always look the part. Brian Hatfield set out to rewrite that story. The Blue Collar Twins, Jason and Jeremy Julio, sit down with the President of ByDesign Landscapes to unpack how he built a brand where clean fleets, crisp uniforms, and elevated service weren’t nice-to-haves — they were the strategy.  Brian started cutting lawns with his father, worked for top New Jersey competitors, and saw firsthand how the image of the industry held companies back. In 2005, he launched ByDesign with one goal: prove landscaping could look, feel, and operate like a top-tier contracting business. Today, with 235 employees across multiple divisions, ByDesign’s presentation has become its calling card.  From spotless trucks to professional sales teams to premium installations backed by warranties, Brian explains why presentation isn’t cosmetic — it’s a competitive advantage. And with long-tenured leaders like Jesús steering operations, the culture behind the brand is every bit as strong as the visual identity.  🎧 A masterclass in brand discipline and operational pride — showing how elevating the image of an entire industry starts with elevating your own. https://www.linkedin.com/in/paulgiannamore www.potomaccompany.com https://bluecollartwins.com

Most people in pest control don’t start their story in county jail — but Michael Keith did. The Blue Collar Twins, Jason and Jeremy Julio, sit down with the founder of Cal Coast Pest Management to hear how he went from a violent upbringing in South San Diego to building one of the most respected pest companies in the region. After doing time at 18 and cutting ties with his past, Michael bounced through jobs until a community college class introduced him to pest control — and the structure he’d been missing. From Joshua’s to Clark to hands-on mentorship, he built the skills that ultimately launched Cal Coast. Today, Cal Coast serves 900+ customers, employs eight team members, and holds a seven-year government contract. Michael shares how Muay Thai, emotional-intelligence training, and Stoic philosophy shape his leadership — and how strong culture and word-of-mouth drive 73% of his growth. 🎧 Hear how he went from gang life to KPIs and built a culture his team never wants to lose. https://www.linkedin.com/in/paulgiannamore www.potomaccompany.com https://bluecollartwins.com

From history teacher to CEO, Dan Peltz never planned on becoming an entrepreneur — but when he saw a gap in how young adults with special needs were supported after graduation, he built something extraordinary. This week, the Blue Collar Twins, Jason and Jeremy Julio, sit down with the founder of Shift New Jersey to uncover how a simple idea turned into a statewide service helping thousands — and ultimately, a multi-million-dollar acquisition. Dan shares how he launched Shift with no business experience, survived losing his investors just six months in, and scaled the company to 40+ employees and over a thousand clients served each month. He opens up about leadership lessons from the front lines — building systems, hiring for personality over experience, and surrounding himself with mentors who kept him grounded through growth. Now serving as Director of Organizational Effectiveness for the company that acquired Shift, Dan reflects on what it takes to balance impact with income — and why sometimes the right move isn’t to double down, but to step back. https://www.linkedin.com/in/paulgiannamore www.potomaccompany.com https://bluecollartwins.com