The period from November to February poses a chilly set of circumstances for JUSTJUNK®, a national franchisor in the junk removal industry. The winter slowdowns spanning from one coast to another necessitates significant strategic planning to navigate the fluctuating temperatures and varying snowfall levels across the country. This not only hampers Canadians’ ability to gather their unwanted items for removal, but oftentimes restricts access to properties for removals. Merely understanding seasonal curves isn’t always sufficient; identifying areas of flexibility can swiftly transform a winter downturn into a success.
Each business experiences its distinct version of seasonality, whether it involves surges in activity, lulls or even complete seasonal closures. For the burgeoning junk removal industry, it finds itself in a unique position. In the minds of many Canadians, numerous outdoor, home and garden-related businesses are perceived to be closed during the winter. Similarly, professionals in real estate, such as realtors and movers, encounter comparable winter slowdowns. This is due to people being averse to the challenges of moving during the winter when real estate markets tend to cool. Finally, junk removal services are sometimes mistakenly categorized under the same umbrella.
However, the disposal of junk isn’t confined to specific seasons. The arrival of Christmas brings an abundance of ‘junk’ that people are eager to eliminate. Recognizing that the demand for junk removal persists, albeit at a reduced level, JUSTJUNK® decided to operate year-round.
In the Niagara Region, Mike Thorne, Founder and CEO of JUSTJUNK®, chose to navigate the winters, as opposed to shutting down operations. He commenced sustained marketing and advertising initiatives that were instrumental in conveying to people that junk removal was not exclusive to warm summer days; it could effectively address their needs, even in the cold weather, a season where customers may avoid removing junk themselves.
In the 2010s, when the decision to expand the business through franchising arose, Thorne aimed to transplant his strategy of managing seasonality into the respective markets in Canada. The successful model established in the Niagara Region involved consistently marketing and advertising while adapting to fluctuations in demand.
Nationwide, Thorne took the lead in devising an approach to seasonal staffing. He says, “It’s crucial for all franchise systems to implement revenue-generating initiatives during the offseason slowdown. The process of laying off, rehiring and retraining employees is a costly endeavour for all parties involved.”
While the JUSTJUNK® head office plays a strategic role in the comprehensive marketing and advertising efforts alongside its seasoned franchise owners, distinct operational challenges have merged at the local level due to seasonality.
For instance, Halifax, being susceptible to intense weather events, felt the impact of Hurricane Lee earlier in 2023. While the Niagara Region is no stranger to harsh winters, franchises in Sault Ste. Marie, Kingston, Ottawa, Edmonton and Calgary often contend with earlier and heavier snowfalls than the milder Golden Horseshoe. They necessitate the formulation of earlier and more meticulous strategies for success.
Deb Darbyshire, Owner and Operator of JUSTJUNK® Calgary, and her team have invested considerable time and effort in developing tactics and strategies to enhance working conditions, ensuring operational continuity during frigid winters.
“All employees are outfitted in weather and temperature-appropriate uniforms, with clear instructions to wear thermals underneath for effective layering,” says Darbyshire. “We provide boot and hand warmers for temperatures of -20°C and below, facilitating a smoother transition for the teams when moving between the cold outdoors and the warm interiors of homes.”
Operationally, Darbyshire and her team only need to make minor adjustments to their routine. She explains, “All trucks undergo stringent morning checks to ensure fluids and tires are at expected levels – a policy followed by all JUSTJUNK® franchises, but particularly crucial in colder climate markets. Unlike the old days when trucks needed to be heated up for 30 minutes before heading out, our trucks are now stored in the shop overnight.”
Furthermore, in preparation for their trucks navigating inclement weather, Darbyshire explains that her trucks are equipped with shovels, sand and plywood to address challenges in the field.
“We always advise customers of potential delays due to weather conditions,” says Darbyshire. “My team’s safety is always a priority, and I will always accommodate team requests to make their lives easier if they are overwhelmed by weather concerns.”
But the marketing and advertising strategies don’t really change, outside of reductions as there are normally less trucks out in the winter.
“Last year, we ran a winter sale to encourage people to book their junk removal needs during the winter months, aiming to keep team members employed,” says Darbyshire. “It’s not fair to them that the weather conditions should impact business. We strive to convey the message of, ‘We are still operational, and you can still get rid of all your stuff.’”
While a larger market slowdown might only require operational adjustments due to a sustained demand, Jason Biggar, Owner of Sault Ste. Marie JUSTJUNK®, approaches the smaller market of Sault Ste. Marie proactively.
“Winter months are a perfect time to strengthen relationships with commercial clients and introduce our services to potential new clients” says Biggar. “We view the winter season as an opportunity to plan for the upcoming spring and summer season, including human resources aspects, like bonus structures and schedules, and tweaking training or operational procedures.”
Establishing robust relationships within the business community is crucial, as emphasized by Thorne, Darbyshire and Biggar. Additionally, the turnover or cleaning out of equipment services to fill the void during the slow season.
The headshot is of Deb Darbyshire, and the other is of Jason Biggar in front of his truck.