Diversify Your Service Offerings to Dominate the Marketplace

A successful portable sanitation specialty evolved from a broader tool and equipment rental business at Indiana’s Midwest Rentals.
Diversify Your Service Offerings to Dominate the Marketplace
From left, owner Ruth Schafer and Nancy and Paul Fassnacht are the leaders of Midwest Rentals in Lafayette, Indiana. They are shown in the company yard with restrooms from T.S.F. Company. (Photos by Marc Lebryk)

In 1953, a couple of U.S. Army buddies opened up a tool rental store in downtown Lafayette, Indiana. It was slow going at first for Jim Schafer and Chuck Selby at Midwest Rentals, and after about a year Selby decided it wasn’t for him. Schafer plodded along, always looking for...

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