Company Overview: Aloha Junk Man
Owner: Matt Beasley and Luke Trefny
Location: Kailua, HI (Island of Oahu)
Services Offered: Full service junk removal
Years in Operation: Celebrating 5 years of serving the community as of October 2024.
Unique Selling Points or Specialties: It's our aim to "Make Junk Removal Great Again!" 🤣 We train and uphold our 5 core values (attached) that we believe set us apart from the "other guys" out there in the industry. We have an "Aloha Always" guarantee that ensures we will be providing the best service to our customers every time.
Website: www.AlohaJunkMan.com
Instagram: @AlohaJunkMan
The Story Behind Aloha Junk Man
What inspired you to get into the junk removal industry?
When I was a window cleaner, someone asked me to haul away their stuff in my truck and a lightbulb came on. I started to do a job here and there and I was hooked.
How did you get started and what challenges did you face early on?
I started doing junk removal when I lived in SC, and then I moved to Hawaii. When I landed, I wanted to get into it, so I started to haul stuff in my truck and rent big trucks for larger jobs. I met my business partner Luke and we partnered up full-time. He brought some cash and sweat equity into the business, and we bought our first truck and the duo was born!
I would say one of our biggest challenges is training and employing people consistently. Junk Removal isn’t an easy job and it's hard to hang on to workers long-term. We also have had challenges with worker’s comp, etc., associated with employing people.
What sets your company apart from others in the industry?
I think our commitment to excellence and integrity sets us apart from others in our industry.
What’s the most rewarding aspect of running your junk removal business?
Knowing when we have truly impacted someone's life with our work. Many folks are transitioning when they call us and we help them get to the next stage in life, and it has a profound impact on them. We even see tears sometimes!
How do you balance the demands of running a business with your personal life?
We are a work in progress, definitely don't have this one figured out. We always take Sundays off because we believe in scheduled rest and focused family time! And it’s the Lord's day!!! 🤣
What’s a key lesson you’ve learned that others in the industry should know?
With the rise in gurus, people would like to believe junk removal is easy money, and I would be the first to tell you that it is not. Running a junk removal business is a grind, and scaling it is even more than a grind. Can I tap out yet?
What social media strategy has been effective for your business?
Content is king and mixed with consistency, it can’t be stopped. But don’t tell the other guys!!!
What advice would you give someone starting a junk removal business?
Count the cost. It’s a grind, but you can do it. “Is there anyone here who, planning to build a new house, doesn’t first sit down and figure the cost so you’ll know if you can complete it? If you only get the foundation laid and then run out of money, you’re going to look pretty foolish. Everyone passing by will poke fun at you: ‘He started something he couldn’t finish.’ -Luke 14:28-20
How do you define success for your business?
Success is freedom, which I don’t have yet, but I can see it in the future. I wanna be able to do what I want when I want. I want to be a man that my kids look up to, so I work hard and I make time for them. This business has made it possible for me to live comfortably in Hawaii. I’m not where I want to be, but I’m not where I was 5 years ago.
Where do you see your business in the next 5-10 years?
We are hoping to double the business in the next few years and up from there. Hopefully investing the profits into other ventures. I would love to see more methods of disposal and recycling for things like mattresses and tires be created.
Welcome to the Haulers' Edge Issue #44: I was talking to a digital marketing client of mine—someone I now call a friend—and he recently welcomed a new baby into the world. It got me thinking about those pivotal moments in life that put everything into perspective. When you’re grinding every day barely coming up for air, it’s easy to get caught up in the stress and hustle. But then something like this happens, and suddenly, it’s like someone turned on a light.
>>> Why? <<<
Why are you doing what you’re doing day in and day out?
Have you ever stopped to think about it?
It’s such a simple question, but it holds extraordinary depth.
When you know why you’re doing what you’re doing, decisions become a lot easier. It’s not just about making money—it’s about aligning every choice with your deeper purpose. A clear “why” serves as a filter for every decision. It keeps you on track, no matter how tempting other paths might look.
You start asking yourself: What am I really doing all this for?
Who am I really doing this for?
That’s why finding your “why” is so crucial.
We all need that reason to keep pushing when things get tough, but even more so when things are going well. Success can sneak up on you; it can make you comfortable and it's a silent killer. You might loosen up, start coasting, and forget the very drive that got you here in the first place.
Your “why” keeps you grounded, focused, and sharp. It’s the inner anchor that doesn’t let you drift when the waters get calm.
For me, my “why” is simple: family.
I’d give it all up tomorrow if it meant protecting the people I love. When you strip away the material things, the opinions, and the noise, what’s left? Family. Everything I build, every decision I make, and every opportunity I consider is for them. And don't get me wrong, money’s great—it gives us freedom, keeps food on the table, and lets us sleep a bit better at night. But when it's all said and done, it’s just a tool.
I’m not chasing a bank balance; I’m chasing moments—moments with my kids, dinners with my wife, time with the people who matter. Money is what enables me to achieve what I truly set out to do. It’s a means to the ends I actually want to acquire—not money itself, but the byproduct of it.
Every opportunity that comes your way can either take you closer to your "why" or pull you further away from it. But the real question is: Are you making the right choices? If you want long-term success without losing your "why", you’ve got to get smart about what you take on.
So, how do you make sure you’re picking the right opportunities? Let me show you how I do it.
I’ve spent a lot of time figuring out how to keep my business growing without burning myself out. That’s why I’ve created a simple decision matrix to help me evaluate every opportunity that comes my way. It’s not just about profitability—it’s about making sure I don’t sacrifice my time, or my team’s time, for short-term gains.
Here’s how it works:
Profitability: Will this opportunity generate solid revenue over time?
Time Commitment (Personal): How much of my time will this take? Can I still focus on the things that matter to me?
Time Commitment (Team): How much time will my team need to put in? If they’re overloaded, we’re all in trouble.
Scalability: Can this opportunity grow without demanding more of my time or my team’s?
Alignment with Values: Does this fit with my long-term goals and business mission?
Risk/Complexity: How much risk or complexity is involved? Am I about to open a can of worms?
Sustainability: Is this a short-term win, or something that can provide steady, long-term returns?
I assign weights to each of these criteria, rate the opportunities, and calculate the total score. The higher the score, the better the fit for my business and my life. It’s a quick way to see if the opportunity will drive profits without pulling me away from the things I value. Rate each opportunity on each criterion using a consistent scale (e.g., 1 to 5, where 1 is poor and 5 is excellent).
Multiply each rating by the corresponding weight and sum the results for each opportunity. In this case, Opportunity 1 has the highest score, making it the most balanced option based on your criteria.
If you want to keep growing your business and not lose your mind in the process, you’ve got to stop saying "yes" to everything that comes your way. Use this (or something like this) decision matrix to start making smarter, more informed choices. Trust me, it’ll help you focus on the opportunities that actually move the needle—without sacrificing your "why".
Here’s the thing about a “why”: it has to be deeper than dollars and cents.
When your only motivator is making money, you’re walking on shaky ground. Dollars can’t keep you grounded when the pressure’s on, and they can’t give you the grit to go above and beyond for your clients. But when you’re focused on creating value and solving real problems, that’s when you’re building something lasting.
The real value in business isn’t just about what you do—it’s how your customer feels about it. Going the extra mile doesn’t cost more, but it can make all the difference. It’s not just about offering a product or service; it’s about creating an emotional impact. When customers feel valued, understood, and respected, they form a deeper connection with your brand. This emotional connection goes beyond the transaction—it builds trust, loyalty, and a positive reputation that fuels long-term success. How you make your customers feel can transform a one-time buyer into a lifelong advocate.
I’ve learned this firsthand: a simple gesture, like an unexpected thank-you note or a small extra service while we're already on location, can build trust in ways no ad campaign ever could. It’s not about throwing money at something; it’s about showing you care and delivering beyond expectations. That’s how loyalty’s built.
When you consistently deliver more than your customer expects, they notice. They’ll trust you, stick with you, and even tell their friends. That’s the kind of value that doesn’t just disappear with time.
That’s when you become someone they trust—and they’ll pay a premium for that.
What’s funny is, much of the value we create is perceived value. It doesn’t cost us more to go the extra mile, but to the customer, it’s as good as blue Benjamins. This perceived value builds trust, brings people back, and makes them tell their friends about you.
Consistency is key, but what makes it truly powerful is the legacy it creates. Every small action you take today can set the stage for something bigger, something that lasts long after you're gone. It’s not only about building a business—it’s about building something that aligns with your "why", that outlives you, that keeps adding value to the world even when you’re not in the driver’s seat.
The truth is, you’re not just creating a company—you’re building a legacy for the people who come after you. Whether that’s providing a strong foundation for your family, creating job opportunities, or setting a standard for quality in your industry. Your "why" ensures that what you do today isn’t just for today—it’s for the future.
When you live with purpose and consistency, others take notice. Your team, your clients, and your community begin to see you as more than just a business owner—they see you as someone who stands for something bigger. And that’s the kind of reputation that lasts.
Building a business on a strong “why” and a genuine commitment to people—that’s the kind of success that stands the test of time.
Every move I make in business circles back to this purpose. I’m always looking for ways to improve, for opportunities to serve better, and to set a new standard.
So, whatever you’re building, remember to stay connected to your “why.” It’s your true north, the one thing that keeps you grounded when success hits and when the pressure builds.
Success starts with why, and a business built on purpose will last. And that’s where the real value lies.✌️
Justin Hubbard
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