Episode 215

2/27/25

Topic: A Top 100 Turnaround: The Bugman's Brian Olson Returns

Guest: Brian Olson, President/CEO, The Bugman

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In this episode we discuss:

Our sponsors Coalmarch by Workwave, PestSure & Voice for Pest
PMP Industry Insiders Peer Groups
How Brian joined Dan and Donnie nearly five years ago on a webinar that was a precursor to the podcast
Brian history with PCO Bookkeepers & M&A Specialists and Coalmarch following an analysis Dan did for The Bugman in 2018
The changes and progress The Bugman has made, leading to 36% revenue growth since 2020 with 80% recurring revenue versus 59% in 2020
The power of a daily 20-minute meeting and KPI review, which started during the pandemic when everyone was working remotely and has continued
His concept of a 4-legged stool: sales, admin, production and service center, all held together by the leadership team at the top
Why he uses the term "customer service opportunities" rather than "complaints"
How this mentality has led to a Net Promoter Score of 90
The burger chain that inspires Brian and his team to stay focused
Which business segments The Bugman focuses on and why
All the benefits of recurring revenue vs. one-time business
How The Bugman's marketing has changed since 2020
What a "Brian referral" is and how he uses the concept to develop salespeople
The power of being accessible as an owner
How Brian purchased the company from his father in 2005 at $3 million, and what it's like having his daughter Linzi and son Brett involved as the next generation in the business
How his paradigm has shifted as an owner over the years
The Bugman's goals for 2025: $13.3 million with 55% gross profit, net profit 10-15%, team member attrition of 10% and NPS of 92
His advice for other pest management professionals and the importance of finding your specialty to create a brand, like The Bugman's blue trucks and Vans tennis shoes
Donnie's and Dan's take on how Brian has turned things around from someone who wasn't having fun to someone who loves his business and the industry and is seeing incredible results
Brian's mentors in the industry

Resources mentioned:

August 2020 webinar with Brian: "State of the Industry: Growth Through Efficiency & Profit"

Notable: "When I first met you, Donnie and Dan, I wasn't having fun. It was a lot of work. And getting larger was not what it was all cracked up to be ... As an owner, my paradigm has shifted throughout the years. (Now) to me, business is like a sport. It's fun. There's scorecards, and you've got players. I enjoy that." —Brian Olson, The Bugman