According to an article in BusinessWeek, Mary Ellen Sheets began her business called Two Men and a Truck with a hand-drawn ad in the paper, one truck costing $350 and two men to lift heavy furniture. Originally her sons started the business but when they left for college the demand was so high Mary just couldn't quit providing the service.
Mary noticed there was a need for short inner-city hauls, and focused on serving that niche of the market. Her strategy and consistency served her well. Today there are 152 franchise locations that serve 27 states, and the business. Look what serving the right niche can do!