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When I was growing up, I was addicted to WGN Channel 9 in Chicago, Ill. Not only could I follow my beloved Cubbies, but I could watch classic movies like “Return of the Thin Man” and “Treasure Island.”
I especially loved the “Road to” series starring Bing Crosby and Bob Hope. “Road to Singapore,” “Road to Morocco” and “Road to Rio” are just three of the seven highly popular movies they made from 1940 to 1962. I bring this up because in this month’s “Start-up Journeys,” we are on the “Road to Rochester” — starring John Driscoll of Magnum Pest Control.
Driscoll owns and operates his business in his hometown hamlet of Groveland, N.Y., population 2,500. The I-390 town is located within Livingston County (population 62,000), where most of his accounts are concentrated.
Growing a pest control company in a sparsely populated area can be challenging. The solution is two-fold. First, own your market. Second, expand into areas where there are more homes and businesses, such as Rochester (population 210,000), a county away. Thus begins our “Road to Rochester.”
No stranger to service
Pest control wasn’t on Driscoll’s radar when he graduated high school. He started a house painting business when he was 20. For the next few years, he would spend his summers painting and his winters working as a ski instructor.
After marrying his wife, Sarah, they were looking to settle down. He took a job as the director of the Livingston County Building and Grounds. His responsibilities included working with a local pest control company, setting up services for the various properties. The owner of that company convinced Driscoll to get into pest control — which he did, starting Magnum in July 2019. Sarah, who was a court judge, would join him a little while later.
Growth has been steady and consistent. In 2023, Magnum’s revenue was $281,800. In 2024, it crossed the $400,000 threshold. In 2025, it grew by 25 percent, topping the $500,000 goal.
The Driscolls currently have three technicians and one part-time office person, with Sarah doing most of the office work. Their goal for 2026 is $750,000.
“We’ve reached the stage in our company where we need to commit to either growing the business or staying small and profitable,” Driscoll told me, noting they are leaning toward growth. “The money in pest control is great, and we’d like to leave a legacy for our grandkids.”
Crafting a plan
The first thing the Driscolls and I discussed was owning their market. Even without Rochester and Monroe County (population 750,000), the other six counties surrounding Magnum have a combined total of more than 400,000 potential customers. That’s a nice base to work with.
There are many simple things a pest control company can do to dominate a market, starting with truck wraps. In today’s world, the fear that “marked” vehicles will upset clients is mostly unwarranted. Service vehicles are literally mobile billboards. A properly executed vehicle wrap sends a clear message that aligns with brand identity. Currently, only one Magnum truck is wrapped, but the other vehicles will be soon. I encouraged the Driscolls to add a QR code in the wrap design that goes directly to their website.
Next, join the local chamber of commerce. I’m not talking about just sending in $400 to be a member; I advocate getting involved. Be an ambassador, go to ribbon-cuttings and attend meetings. Chamber members become a tight-knit tribe of business people. These community leaders will promote a member business faster than Danny DeVito chasing a Jersey Mike’s paycheck. Plus, such groups will highlight companies on social media. Parade floats, a visible company mascot and appearances on local radio and at community events can help Magnum become the face of Livingston County.
Billboard signage, which literally would have been on the “Road to Rochester,” can be expensive. For six signs in their market, the monthly cost is roughly $10,000. That’s about three times more than what a company of Magnum’s size should be spending on marketing.
So, we came up with another idea. The Driscolls should create a social media and radio blitz, possibly using a mascot, promoting a cash giveaway. Where would they get the money for this campaign? Well, currently they are spending $2,000 per month with a consultant not named Pete Schopen. Canceling that would open up a $24,000 budget line.
To drum up attention, the Driscolls need to become social media warriors and join as many local Facebook community pages as possible. Once inside these groups — as John or Sarah Driscoll, not as Magnum — they can mention their company name with pro tips on pest issues.
After developing a presence on the Facebook pages, they can promote their giveaway by inviting people to like their main Facebook page and providing a “pest of the day” post for entry into the contest. After collecting 100 entries, they can host a drawing to see who gets the cash.
Next, they blast the winner’s name and picture on all of the participating Facebook pages and other social media platforms for added exposure.
Obviously, Magnum could hire a search engine optimization (SEO) company, purchase TV ads and employ door knockers, but these are expensive marketing methods. At the end of the day, joining networking groups, handing out business cards and creating a massive online presence will do more for them than paying other people to find Magnum clients in the next town over.
