Millionaire University This Pet Waste Removal Business Earned $3M in Annual Revenue! | Nick Loper & William Milliken
Feb 27, 2026
William Milliken, founder of Swoop Scoop and creator of Poop Scoop Millionaire, turned pet waste removal into a $3M business. He talks rapid early traction, low-cost customer acquisition like door hangers and vet networks, scaling with Facebook ads and efficient routing, premium branding and unit economics, and building a training community to help others replicate the model.
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Use Human Branded Creative In Local Facebook Posts
- Use real people and branded visuals in organic community posts to build trust and conversions.
- William's top-performing creative early on was a simple photo of a bag of dog poop in the snow that generated cheap leads.
Route Capacity Lets You Reverse Engineer Growth
- Unit capacity is predictable: one tech can handle ~125–150 recurring customers by doing 25–35 visits per day depending on route density.
- This lets you reverse-engineer pricing and hiring as the business scales.
Prebill And Encourage Quarterly Or Annual Plans
- Offer quarterly or annual billing to reduce churn and pre-bill to pull forward cash for growth.
- William found quarterly customers are ~72% less likely to churn and ~40% of clients opt for longer billing cycles.