The UpFlip Podcast

Aaron Steed, founder of Meathead Movers and builder of a $20M-a-year moving company known for its athlete-first culture. He recounts running a pay-what-you-want model, guerrilla parking-lot marketing with a $200 plan, the jogging standard that creates visible value, hiring for grit and helping employees move on to new careers, and surviving multiple near-death crises.

Josh Janus, a real estate investor who scaled a multi-million dollar BRRRR portfolio from DoorDash hustle to full-time operations. He talks about finding hidden off-market deals, the 3-pillar startup framework, the Notebook Rule for delegation, vetting contractors after costly failures, and systems for scaling rehabs and SOPs into a repeatable business.

How do you turn a beat-up cargo van and a funny name into a $300 million empire? Nick Friedman, co-founder of College Hunks Hauling Junk & Moving, joins UpFlip to reveal the blueprint behind one of America’s most iconic service brands.From a summer side hustle to over 200 locations, Nick breaks down the exact systems used to survive the 2008 housing crash, COVID, and volatile markets.In this episode, you’ll learn:The "Purple Cow" Strategy: Why a funny name and bright orange trucks were the ultimate "pattern interrupt" to dominate a crowded market.Guerilla Marketing: How to use your vehicle as a rolling billboard and secure high-visibility parking spots for free.The E-Myth Shift: The specific moment Nick realized he had to stop driving the truck to start building the business.The H.U.N.K.S. Acronym: How to build a world-class company culture using values (Honest, Uniformed, Nice, Knowledgeable, Service).Systems Before Scale: Why documenting simple tasks (like safety checklists) allowed them to franchise successfully."Who Not How": The mindset shift required to go from incremental growth to 10x expansion.The "Why, Where, Who" Framework: Why you must define your destination before worrying about the tactical "how."Loyalty Loops: How to turn a one-time moving customer into a lifetime referral source.Surviving Adversity: Lessons learned from launching a franchise model during the peak of the 2008 financial crisis.10x vs. 2x Planning: How to set audacious 10-year goals and reverse engineer them into quarterly "rocks."Timestamps:(00:00) Intro: From Cargo Van to $300M(02:15) The Origin Story: Winning a Business Plan Competition(05:40) Naming the Business & Standing Out(08:30) Guerrilla Marketing Tactics (The Rolling Billboard)(11:50) When to Transition to Paid Ads(15:30) Building a World-Class Customer Experience(18:45) The "E-Myth" Moment: Working ON the Business(22:10) The "Why, Where, Who" Framework(26:00) Overcoming the 2008 Crash & Adversity(31:15) The Fan Blitz: Best Books & Early MistakesTags:  Business scaling, Entrepreneurship, Home Services, College Hunks, Business growth, Business leadership, Customer retention, Junk HaulingResources:Grow your junk removal business today: https://www.upflip.com/course/moving-and-junk-removal-blueprintConnect with Nick: https://www.instagram.com/nickfriedman1/?hl=en

Bree Hartman, a self-storage owner and investor with over 100,000 sq ft in her portfolio, shares how she transformed from personal trainer to self-storage mogul. She explains the advantages of self-storage over residential rentals, including lower expenses and less hassle. Bree reveals her 'Market Rule of Fives' for selecting ideal locations and demonstrates effective Google Maps sourcing for off-market deals. Plus, she discusses targeting Mom and Pop owners for instant appreciation and offers insights on seller financing, automation, and the realities of passive income.

Jesse Vasquez, an entrepreneur who pivoted from a $200k salary to become a mid-term rental expert, discusses the lucrative world of 30-day stays. He reveals how his portfolio earns over $170,000 monthly by working with hospitals and corporate clients. Jesse shares tips on securing profitable contracts, including leveraging rental arbitrage and strategic outreach to recruiters. Discover practical steps for launching your own mid-term rental business and learn why understanding guest needs is crucial for success.

John Stewart Hill, founder of The Good Contractors List, shares a transformative journey from a heart attack to building a billion-dollar business. He discusses how faith motivated him to leave a stable job with just one paycheck left. Hill reveals his unique approach to guarantee contractor work, creating a community-focused model that prioritizes integrity over profit. He also offers valuable insights on distinguishing your true calling, the importance of purpose in business decisions, and practical advice for entrepreneurs navigating their journey.

Two former corporate sales stars ditch their six-figure jobs to dive into the waste management industry, turning a borrowed truck into a $1 million/month business. They reveal the power of B2B contracts, explaining how owning customers through recurring revenue is key. With a patented app enhancing transparency and the math behind their 'Bigger Trucks, Better Pricing' strategy, they share their secrets to high margins. Plus, they discuss the grit required to build a successful franchise versus taking a quick buyout.

Ryan Emmons, founder of Waiakea, a sustainable bottled water company, shares his remarkable journey from a U-Haul startup to challenging industry giants. He emphasizes the importance of a triple bottom line—People, Planet, Profit—and how this model drives loyalty and differentiation. Learn about his innovative consignment strategy for retail success, the benefits of sustainability for cost efficiency, and the significance of incorporating mission into corporate structure. Emmons also discusses the fearless naivety that fuels entrepreneurial spirit.

Clay Lawrence, the founder of Review Harvest, shares his inspiring journey from running a generalist marketing agency to creating a $35K+/month SaaS. He discusses the risks he took by firing all his clients to focus on automating Google reviews for home services. With a focus on trench knowledge and narrow messaging, Clay reveals how he harnessed customer insights to build a thriving business. He also dives into the anatomy of high-converting sales calls and effective ad strategies that fueled his impressive growth.

Eddie Hartman co-founded LegalZoom with a simple but radical idea: legal documents are just information, and information belongs online. Despite facing an industry of lawyers who wanted to sue the company out of existence, Eddie pushed forward to help launch one out of every four small businesses in California. Today, as a partner at Simon-Kucher, he advises global giants like Uber and Airbnb on pricing strategies, proving that the secret to success isn't just building things people want—it's building things people want to pay for.In this interview, Eddie sits down with Ryan Atkinson to deconstruct the psychology of the founder mindset. He explains why entrepreneurs need to be "insane in a specific way" to overcome the fear of failure and how to avoid the "single engine trap" of leaning too heavily on your natural strengths. Eddie breaks down the critical difference between chasing market share versus wallet share and explains how to become a "profitable growth architect" rather than just another business owner with a cool idea.If you are struggling to monetize innovation or wondering if your business model is built to last, this episode is a masterclass in strategy. You’ll learn how to price your product to get to "yes," why you should embrace the fear of failure, and the specific steps you need to take to scale your business from a startup concept to an industry disruptor.Takeaways:- Build for Payment: Don't just build what people want; build what they are willing to pay for.- The Single Engine Trap: Avoid over-relying on your natural strength (like sales) while neglecting other business needs.- Growth Strategy: Successful companies chase market share and wallet share simultaneously.- Founder Psychology: You need "specific insanity"—the fear of failure combined with the certainty of success.- Price First: Validate the price point and willingness to pay before you build the product.- Strategic Packaging: Don't offer one price; create tiers to capture different customer segments.- Fear as a Shield: Use high barriers to entry (like fear of lawsuits) to keep competitors away.- Sales vs. Customers: A one-time transaction (especially a discounted one) is not a loyal client.- Stamina Over IQ: Success is often determined by the ability to "not stop" rather than raw genius.- Leverage Imposter Syndrome: Use the fear of not being good enough as fuel to outwork everyone else.Tags: Startup, Entrepreneurship, Pricing Strategy, Business Mindset, Small Business,  LegalZoomResources:Grow your business today: https://links.upflip.com/the-business-startup-and-growth-blueprint-podcast Connect with Eddie: https://www.linkedin.com/in/eddie-hartman