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| Hauling in an empire | | Print | |
| Written by Chuck Anderson | Press Banner | | |
| Friday, 30 November 2007 | |
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What started with one truck has now turned into a local business empire for entrepreneur Jerry Toste. Toste never finished college, but his third capital venture brought him a big payday. He’s now planning to expand his operation into tree trimming, concrete and construction.
Toste is grossing $800,000 per year after 1½ years in business, not bad for a guy who decided that “college and I just don’t mix.” Toste started hauling, instead.
What’s next? More Cheap Hauling trucks and a new business, Cheap Tree Service.
In a couple of years, he expects to launch Cheap Concrete, and later, Cheap Construction.
Toste’s an entrepreneur with at least one idea whose time had come.
“I tried to start two companies,” Toste said. “Both failed.”
This time, he invested $1,000 in an old truck and some signs. It worked.
“I figured if I got a second truck, I would double the revenue. That happened, so I doubled the number of trucks to four and revenue doubled again,” he said.
He kept expanding until the company had 51 trucks, which double as rolling billboards. His plan is to reach 250 trucks in Santa Cruz and Santa Clara counties.
His fleet is stocked with 20-year-old pickups, and Toste runs them hard. “We beat ’em up pretty good,” he said, “so I have a full-time mechanic on staff, and he keeps ’em running.”
At any time, Toste has 18 to 25 employees doing the hauling.
The other trucks are parked at strategic intersections, reminding potential customers of his phone number. The same was true a couple of years ago with 800-Got-Junk’s new blue trucks, but “we drove them out of Santa Cruz,” Toste said with a smile. “I based my rates 10 to 30 percent lower than theirs, and we’re competitive with the single-truck guys.”
Toste lives with his parents, working out of a granny-unit office. His mother, Mary, does his payroll, as she does for his father, Geno, owner of Geno’s Landscape Service.
But Toste will soon move his headquarters to San Jose. He has bought an office with a warehouse and yard to store the trucks. The granny unit will remain as the Santa Cruz County branch office.
His newest enterprise, Toste Tree Service, has white trucks with green signs, instead of the familiar Cheap Hauling yellow. Knowing that tree work requires more training than hauling, he has enlisted an experienced partner, Sam Jonas, who will manage the business and train personnel.
“It’s a great brand,” Toste said. “I want to take Cheap Hauling statewide in another year. Eventually, we can be the Wal-Mart of the service industry. Sam Walton is one of my heroes.”
Toste, a product of Catholic schools in Santa Cruz and Salinas, enrolled at Cabrillo College, but that lasted only “one or two semesters,” he recalled.
If a college degree isn’t a necessity for business success, what is?
“If you want to be good at something,” Toste said, quoting Thomas Edison, “it takes hard work.”
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Hits: 2567 Comments (22)
  written by Larry Ellis, December 03, 2007
What is up with all the free advertising that you give Jerry Toste. Are you a relative? If you are going to call it news then at least mention how gross it is to have his junkyard looking trucks parked all over the place. You called it advertising. I call it making the areas he parks in look like the slums. He should park his dilapidated trucks at his parent’s house. That way his parents and his neighbors could look enjoy them.
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 written by Starr Coatney, December 03, 2007
Over the past three weeks I have called CHEAP HAULING to express my concern as to "where" these big trucks are parked to advertise. One such location is near an apartment complex on the corner of Reed and Lawrence Expressway. When residents attempt to pull out and merge into traffic, they are blinded by oncoming traffic due to the LARGE sign and size of the truck. My daughter almost got hit twice in the last three weeks because she cannot see the fast traveling cars as she attempts to creep out and merge into the lane. I called to suggest moving the truck about 500 yards back where it would be safe for our apartment residents. They said they would move it, but it was never moved. I called again to repeat myself and said I was concerned that I was not being heard and said I would call the Sunnyvale Police to resolve this if they did not take action. Again, they promised they would move the truck somewhere else in order to make our apartment complex residents safe to merge into traffic. As of today, still no action. I'm glad I found this article online as my last attempt to voice my concern and give Jerry "one more shot" at moving that damn truck!
You know, that's great you're making big bucks now Jerry, just move the truck somewhere down the street, I'm sure your phone will not stopping ringing because of it! report abuse
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 written by Keith, December 04, 2007
The Banner's stories on Toste and Cheap Hauling have been just shy of praise for his efforts and success. Perhaps you guys should talk to the police departments and cities in both Santa Cruz and Santa Clara Counties. You might find that the condition of his vehicles, as well as their locations and lack of regular movement get called in and/or complained about on just about a daily basis. While this story reads as a success story for a young "businessman", his business sacrifices safety and public concern in the effort to make a buck. I have seen multiple trucks from this business leaking fluids, overflowing onto sidewalks and streets with garbage, parked on blind corners making visibility all but impossible, and even pulling other Cheap Hauling trucks down the road with chains. Your article advises his trucks are "on everyones lips". What it fails to mention is the reasons why...
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 written by Willa, December 07, 2007
So, his trucks are annoying. But are they illegal? It seems like the SV PD is pretty helpless when it comes to this guy.
When I first started noticing the trucks, I was pissed. I don't really know why ... maybe because it seemed as though they were getting away with free advertising, whereas I have to pay to promote my business. But, if it's not illegal, why the heck not conduct his business that way? It's pure genius! And if the SV PD can't keep up with the parking tickets and fines, too bad. I bet all the parking tickets Toste gets are turning into big $$ bucks for the city. Maybe all the bitter people that hate his trucks can learn how to identify an illegally parked vehicle and call the cops when they see it. Toste will have a high pile of tickets, and all that bank goes to our town! I love it! report abuse
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 written by Mike Thomps, December 10, 2007  Jerry Toste is brilliant and very ambitious. Jerry Toste is only 21 years old and look what he has created, a multmillion dollar phenomenom! I think what he has done is amaazing and much credit should be given toward him! Go Jerry Toste! report abuse
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 written by Toni Samma, December 10, 2007
The trucks do bug a lot of people, but what he has done is innovative. He is changing the world of business and adcertising. I heard he has plans of taking the company state-wide then nation-wide, I think its great. I think Jerry Toste is great for what he has done and will continue to do. An amazing businessmen and good young man.
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 written by Jerry Toste - President and CEO, December 22, 2007
EVERYONE PLEASE READ THIS!
written by Jerry Toste - Owner of CHEAP HAULING, December 19, 2007 I am sorry if my "CHEAP" brand pisses some people off, but we do thousands of jobs a year for a variety of people at great prices and great services. What we did at cheap hauling was innovate. United States is a great country where you can push the limits and do what no one has done before. Without taking risk and trying new things the United States would not be the country it is. I think over at CHEAP HAULING we started something big, a fad that is catching on. It will revolutionize the advertising industry. Watch and See. Im sorry for all the people that are mad, but many people love the company at the same time. If you want to talk to me personally feel free to email me: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it his e-mail address is being protected from spam bots, you need JavaScript enabled to view it Sincerely, Jerry Toste Founder, President, & CEO report abuse
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written by Jerry Toste - President and CEO, December 22, 2007
We are not breaking any laws, everything we do at our business is 100% legal!
written by Jerry Toste - President and CEO, December 22, 2007 We are not breaking any laws! 1800 got junk has been running for 15 years! Why arnt they shut down? It is legal. It is innovative and we will conmtinue tro do it. I am an American and pround of it. I am born and raised in Scotts Valley California and I take pride in that and I wish that you would you. What you have seen from myslef is nothing yet. IM ONLY 21 YEARS OLD! Dont blink, you might miss my next move.... innovative, pushing the limits, go big or go home baby. Live life, don't stress on it. Make a name for yourself! Sincerely, Jerry "JT" Toste 21 yrs old and growing fast! report abuse
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written by Jerry Toste - President and CEO, December 22, 2007
Sorry about the mispelt words from the comment above... its coming from my mind and heart
written by Jerry Toste - President and CEO, December 22, 2007 Sorry about the mispelt words from the comment above... its coming from my mind and heart. My brain was going to ast for my fingers. Enjoy what I do, embrace it! Jerry "JT" Toste report abuse
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 written by sal, December 23, 2007
Jerry-
As a young person running my own biz as well: YOU GO! I am impressed. The trucks are everywhere, but I don't mind (sv resident). You're doing great. VERY impressed. report abuse
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 written by John, January 02, 2008
Point of view drives how you see the Cheap Hauling phenomenon: some feel it's innovative--moveable billboards are a small price to pay for perennial advertising (public transit buses have served this function for decades); neighborhood residents are annoyed because they feel the parked trucks are an eyesore and bio-hazard; still others wonder if Toste is breaking laws.
The free market is one of the great things about America: If Toste really has solved a painful problem for customers, if he has innovated, and if what he's doing really does "catch on," then he'll have competition; a stiff competitor will likely force some of the issues that people have with Toste's operations. report abuse
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 written by Mike Duffy, January 05, 2008
Jerry's parents have offered their street to all dirty stinky nearly broken down vehicles in the county. Make sure you fill those vehicles to brim folks. Pig waste and dead animals earns extra points.
Be legal though move those vehicles every 3 days. Mike report abuse
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written by Mike Duffy, January 05, 2008
The address is easy to find. It just takes a few minutes of google on "voila". You are there !!!
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 written by 3096 Glen Canyon Scotts Valley, Ca 95076, January 27, 2008
3096 Glen Canyon Scotts Valley, Ca 95076
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 written by annoyed, February 15, 2008
I like to see the small guy succeed. However, I am annoyed at this business because of lack of follow-through. We had some junk to be hauled and set an appointment. That time came and went with a no show. A phone call to the office and there was a management change-re schedule. Again the time came and went, no show. One last time and the same thing-no show. Hey, we called 1-800 Got Junk and they were there as promised. How can anyone run a successful business when they cannot take care of the customers? I am disgusted by the trucks parked around the city of Santa Cruz brimming full of trash/garbage, graffittied truck bodies and pollution of our streets and gutters from the leaky trucks. Jerry, get your business together and maybe follow the rules like other small businesses have to. Then you can call yourself sucessful.
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 written by addressed to Jerry Toste - President and CEO and rest of board members (http://jerrytosteincorporated.com/), February 28, 2008
I have to say, it is amusing to read the hotly debated issue of using public space (Scotts Valley streets, rest of Santa Cruz and also Santa Clara county) to freely advertise.
When the fleet of accumulating trucks from 3096 Glen Canyon Rd., Scotts Valley started acquiring a new parking location (ie everyone else's front street) it became a public curiosity. When the dilapidated trucks were seen pulling each other along, or leaving behind oil marks it became a public nuisance. After learning the since officially launching his company Mr. Jerry Toste has grossed $800K US dollars, I am surprised that some of that money is not going back into maintaining the brand - CHEAP (ie improving the look and functionality of its multi-truck fleet). Further negligence to respond promptly to potential customer's suggestions, complaints or police citations is a clear sign of how seriously Mr. Toste is taking his role as CEO ... especially after boisterously and snobbish appeal for business partners on his amateurish http://jerrytosteincorporated.com/ website. While some communities would turn a blind eye to the inconveniences and nuisances caused by the way Mr. Toste runs his business, I believe the Santa Cruz (and Scotts Valley) community cares about the environmental and social impact a business has. It is simply immaturish and foolish to run a business that simply and blatently disregards the environmental and social concerns of its potential customers. Because of the LACK of RESPONSIBILITY from the CEO and "board members" of the Jerry Toste Incorporated, I will be looking for other local companies to handle my orchard's folliage, even if it costs a little more. At least I will know that that little markup will benefit a Scott's Valley FRIENDLY company. Yours, Matt report abuse
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 written by Penny, March 03, 2008
I think what bothers me about the whole Cheap Hauling thing is Jerrys pushy attitude. Everything about him and his business is "IN YOUR FACE". Jerry seems to care about one thing and one thing only...JERRY. I don't see anything about his obnoxious way of doing business as being innovative or revolutionating the advertising industry. What I see is a lot of dilapated yellow junk parked across two counties and evertime I see one it only reinforces how people ," proud Americans", can so easily abuse our democracy in the name of freedom. As for being only 21 years old...he has alot to learn!
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 written by Nathan, March 03, 2008 Jerry only cares about Jerry. That is clear. He has no sense of community. He only sees dollar signs. He does not care that his trucks are a blight upon our neighborhood which we work so hard to keep clean and nice. He does not care that they are UGLY as sin. Jerry, YOU SUCK. report abuse
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 written by Chuck Bruffey, March 09, 2008
I will be contacting all city and county in leaders in Santa Cruz to immediately inact bans on commercial vehicles being parked along our streets. If we all speak out, we can rid our county of this roving junk yard that causes hazards at every intersection they park. I would love to see proof that Cheap Hauling is also paying taxes, payroll taxes and workers compensation. Do all of the cities have business licenses from CH? Everyone I know in Santa Cruz is pissed about Cheap Hauling's blatant disregard for the community. I Jerry wants to do business, then fine, but do it responsibly. Rent a yard to store your broken down trucks and advertise like a normal business. Being 21 doesn't give you the right to be a jerk and snub your nose at the community. CH days are numbered!
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 written by Richard D, March 12, 2008
Jerry Toste, You are a smug young man with greed as your creed. You have already failed as an asset to society by your greed and arrogance. You may amass great wealth, but you have no soul!
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 written by Emil Zoolander, March 13, 2008 This guy just wans to get layed. Sorry about your p****s. report abuse
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 written by Bill Hass, April 28, 2008
Jerry Toste is not State Licensed. Tree service is very seldomly under $500/project. He is breaking the law. He must become a state licensed contractor to have the so called "enterprise" become legal. He will then have to pay payroll tax, workman's comp, and licensing fees. See how "cheap" he will be then. Every young biznessman has to break a few rules, but not this guy. If he is as established as he claims, then how come much of his fleet is broken down? Please contact the State License Board of CA at http://www.cslb.ca.gov to file complaints and get this guy.
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