Your next startup doesn’t have to be complicated or in a fancy industry.

Here’s why a successful entrepreneur picked an undesirable industry for his next business adventure.

1. The exit is not the finish line

2. Boring is the new beautiful

I keep watching the smartest founders I know build in industries that everyone at the cocktail party considers unsexy.

After exiting The Junkluggers, which he grew to over 100 franchisees before selling, Cohen launched Epic Septic with two co-founders. This move highlights a strategic shift toward consolidating fragmented, under-branded essential services that attract tens of millions of customers but lack consistent marketing.

Epic Septic aims to become the first national brand in the septic sector, a market characterized by outdated digital presence and minimal customer experience standardization. Cohen’s experience suggests that industries perceived as boring often conceal significant opportunities for founders willing to invest without waiting for full certainty. As Dave Kerpen, CEO of Kerpen Ventures, suggests, industries considered boring are increasingly attractive to entrepreneurs, reflecting a broader trend of pursuing fundamental service sectors after major exits.

Cohen and his team are actively building Epic Septic to realize this vision.

This approach could potentially resonate in rural areas with widespread septic system use, where demand for reliable, branded septic services might be amplified. Businesses in fragmented local markets might find value in following similar models that transform their industries through consistent branding and enhanced customer experience.

After a Massive Exit, This Founder Could Have Retired. Instead, He’s Betting It All on the Most Boring Industry Imaginable
By Dave Kerpen, Inc