When customers of Stop N Go Portable Toilets have a problem, it’s likely going to be resolved directly to Kalla Taylor, who manages the Milwaukee-based operation — and literally takes it personally while doing so.
“Building personal relationships with customers is crucial,” says Taylor, 23, who started operating Stop N Go in 2020 after Judy Taylor-Clark, her aunt and the owner of the company, retired. “There’s always competition everywhere, so maintaining those customer relationships is very important.
“I’m always reaching out to them – calling to see what we can do to assist them,” she continues. “Since we’re family and locally owned, they don’t need to call an 800-number or a broker to do business with us. And when they call, they talk to someone directly right away.
“We’re one of the only family-owned and operated restroom-rental businesses in Milwaukee, so we like to deliver that personal family touch,” Taylor adds. “If something needs to be handled, I’ll handle it.”
This customer-centric approach seems to be working well. Since its inception in 2016 as an adjunct to Excel Disposal of Wisconsin, a roll-off dumpster rental business started by Taylor’s father, John Taylor, Stop N Go has experienced solid growth. A certified women’s business enterprise, the company now also operates out of a facility in Germantown, Wisconsin, and generally serves the entire southeastern corner of the state, from Milwaukee to Madison.
“Demand for construction roll-offs and portable restrooms go hand-in-hand,” says Taylor, explaining why the company was created. “We like to reference ourselves as a one-stop shop. People like the convenience of being able to call us for both services.”
In addition, the company now owns twice as many restrooms as it started out with — 800 versus about 400 — and employs seven workers, up from two in 2016. And it’s more strongly emphasizing restroom rentals for special events in an effort to diversify its customer base.
“About 80% of our business comes from monthly rentals, mostly on construction sites,” Taylor explains. “It made sense to start out that way because of our already established construction ties.
“But we’re getting more and more into special events,” she added. “It’s better to be a well-rounded company.”
MARKETING MATTERS
Marketing via social media outlets such as Facebook and Instagram has been critical to Stop N Go’s growth. (The company has nearly 500 followers on Instagram.) In fact, Taylor says she can’t imagine how a company can grow in today’s business environment without a social media presence.
“I post almost daily on Facebook and Instagram,” she explains. “You would be shocked at the amount of people who like to view photos of portable restrooms. We have followers from all over the world, from Mexico to Brazil to Germany and throughout Europe.
“This year I’m going to start focusing on making reels [videos] for Instagram,” Taylor adds. “I posted one this past winter that showed some of our restrooms at a Snocross snowmobile event and it received quite a few views [731 at last count].”
The great thing about social media is it’s free; the only cost is the time it takes to take photos and videos and post them. And using hashtags increases the chances that those photos and videos end up getting exposure on potential customer feeds. You also can pay for actual ads on Facebook and Instagram, she explains.
How does she generate content? She and the company’s route technicians are always taking photos of Stop N Go restroom units at construction sites and special events, she says.
The company also uses its restrooms and service trucks to market the business. Most of the company’s units are orange, an unusual color for restrooms that helps to differentiate the company from competitors and build brand recognition.
“That safety-orange color also stands out on job sites,” she notes. Stop N Go’s service vehicles are jet black and feature the company’s bright-orange logo on the cab doors. “They’re on the road all day long, so a lot of people see them driving around,” she adds.
GROWING FLEET
Along with the 800 restrooms, mostly made by Satellite Industries and some from PolyJohn, the company also owns about 60 hand-wash stations from Satellite and PolyJohn.
“Over the years, we’ve gone from just basic construction units to craneable and high-rise construction units to deluxe flushable units for special events,” Taylor says. “We eventually hope to buy some restroom trailers.”
The company also owns eight restroom service trucks, all built out by Best Enterprises with stainless steel tanks. The three newest trucks feature a 2022 and a 2023 International chassis and a 2022 Peterbilt chassis. The two Internationals are equipped with a 1,200-gallon waste/400-gallon freshwater tank and one features a Conde vacuum pump from Westmoor Ltd. and the other features a Masport pump. The Peterbilt is equipped with a 450-gallon waste/200-gallon freshwater tank and a Masport pump.
In addition, the company runs a 2014 and a 2019 Hino truck, each outfitted with a 1,200-gallon waste/400-gallon freshwater tank and a Masport pump; a 2016 International and a 2016 Ford F-750, each featuring a 500-gallon waste/150-gallon freshwater/150-gallon brine tank with a Masport pump; and a 2004 International with a 1,200-gallon waste/400-gallon freshwater tank and a Conde pump. They also use a Super Mongo Mover from Deal Assoc. to transport restrooms.
CAREER CURVEBALL
Taylor started working for the company right around the time the pandemic hit and her aunt was talking about retiring. At the time, Taylor had been attending classes at the University of Wisconsin-Milwaukee, working toward a business management degree.
Then COVID disrupted classes, so Taylor started working with her dad. And when her aunt retired, Taylor’s father asked her if she was interested in staying on board to help grow the portable sanitation side of the business. (She’s also still working toward her college degree.)
“I had no intention of getting into the business,” she says. “But then I started working alongside my dad and enjoyed it, so things grew from there. The best part about it is the relationships you build with customers — you really get to know them well over the years.
“It’s also a gratifying business because every day it seems like you’re working toward something.”
Taylor also likes her job because being a woman in the portable sanitation field is unusual.
“I think one of the best parts of being in this industry is being a woman in this industry,” she says. “It’s very empowering.
“There have been times when it’s been difficult to be a woman, plus being only 23 years old,” she says. “There’s always a few people who won’t give you much respect, but remaining confident is key.
“And the majority of the time, men on job sites are great people and have very high respect for what I do,” Taylor adds. “They like to see owners out on site and doing the dirty work!”
LEARNING THE ROPES
Joining the Portable Sanitation Association International enhanced her knowledge about the industry, she says.
“My dad has been a member in the past,” she says. “I thought it would be good to network with other people in the industry and help me grow the business.”
Attending her first Water & Wastewater Equipment, Treatment & Transport Show last February also was instructional, she reports.
“It was a great experience,” Taylor says. “And it was even better because we had our new 2023 International pump truck on display at the Best Enterprises booth.
“Walking around and talking with everyone was very informative, as well as seeing products in person,” she continues. “And it also was nice to finally meet in person some of the individuals I’ve been working with for years and pairing faces with names.”
BUSINESS BOOST
Stop N Go got a big lift in 2022 when it won a three-year contract to provide restrooms for one of the largest Milwaukee construction projects in recent years: an estimated $456 million expansion of the Wisconsin Center, a convention facility located downtown.
“We have about 45 restrooms there that are cleaned three days a week, before 6 a.m.,” she says. “It’s one of the biggest contracts we’ve landed so far.
“2022 was a very pivotal year for us.”
But the company also is pivoting into the special events field. So far, it has provided restrooms for a wide array of events, including car races at the Slinger Speedway, about 30 miles northwest of Milwaukee; a wine festival held at the Fiserv Forum, home to the Milwaukee Bucks; the Bay View Bash, a street festival in a popular Milwaukee neighborhood; a rally for former President Donald Trump; and several church festivals.
To keep better track of technicians as business grew, the company decided to invest in a GPS system from Geotab.
“We started using it about two years ago and it’s been very crucial to our growth,” Taylor reports. “We’ve had our fair share of drivers who said they were on site, but now we have assurance they actually got the job done. And if customers ever call and say their restrooms weren’t serviced, we have proof that a technician was on site at a specific time and day.”
Was there pushback from route technicians about the tracking system?
“There’s always a little bit of that because they think you don’t trust them,” she says. “But we reassure them it’s also for providing proof of service for customers.”
MORE GROWTH EXPECTED
Looking ahead, Taylor envisions more growth for the company, with a continued emphasis on providing great customer service and further entry into special events.
“For sure I’m pressing for more growth,” Taylor says. “We see a lot of potential for expanding our business in Wisconsin and possibly even in Florida. Our family has a place down there, so we’ve been going there for a long time for vacations. There’s good potential for more growth down there.”
