{"id":2264,"date":"2026-08-06T13:40:35","date_gmt":"2026-08-06T13:40:35","guid":{"rendered":"https:\/\/americanliquidwaste.com\/?p=2264"},"modified":"2026-08-10T21:04:45","modified_gmt":"2026-08-10T21:04:45","slug":"inspired-business-leadership-sos-toilets-llc-california-2","status":"publish","type":"post","link":"https:\/\/americanliquidwaste.com\/?p=2264","title":{"rendered":"Inspired Business Leadership \u2014 SOS Toilets, LLC, California"},"content":{"rendered":"<p><span style=\"font-size: 13.999999999999998pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #434343;\"><strong><em>It\u2019s all about the people.<\/em><\/strong><\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">SOS Toilets, LLC is a portable restroom rental service company located in Berkeley, California, the popular municipality in north metro San Francisco. This unique business is owned by Yaniv Gohar. He founded the company in 2021. It is a green-conscious operation, actively supporting water conservation and recycling systems. But its leadership message is a departure from the norm.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">While espousing the familiar principles of continued personal learning and self-improvement, and embracing the needs of the team, Yaniv Gohar goes well beyond walking the walk of an enlightened modern entrepreneur to share a message of comprehensive inclusion in his people-first business philosophy, to involve absolutely all associates of his company from customers to competitors. It\u2019s a key aspect of an approach to growth in the industry that he has certainly proven successful at a pace and scale like no other.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Life for Yaniv Before SOS<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">I relocated to the United States from Israel in 2008. Before moving to the West Coast, I lived in New York. I owned a roll-off dumpster rental company there, serving the construction market. Eventually, I moved to California. I started buying, renovating, and reselling residential houses in the San Francisco area. I flipped some houses, then I started SOS.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">When I started the company, it was near the end of COVID in 2021. Technically, I started to buy the equipment and supplies earlier that year, and it took 8 months or so to get a truck. On October 25, I got my first customer. After I grew the business for some years, I eventually moved to Los Angeles, where we now have a second base of operations.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>SOS Whirlwind Startup Years<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Within our first year, we grew to an inventory of 250 portable toilets, all from Armal. In the second year, we added nearly 1,000 more for a total of around 1,200 units. By 2024, I already had a dozen people on staff, including me. I had several full-time delivery drivers and one part-time, 4 vac truck operators, 4 administrative office workers, and a 22,000-square-foot building.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Now [2026], after only 5 years in business, we have offices in both San Francisco and LA. We have 30 employees. That includes two overseas, in the Philippines, doing customer service. We have one person up in San Francisco working the website. We have 10 people in the office, including an office manager, admins, and 2 supervisors. And we have a large team of delivery drivers, vac truck operators, and an in-house mechanical staff.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">We currently have long-term contracts for large numbers of units. We did the FIFA World Cup, and have served a long list of major clients on large-scale projects.\u00a0<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>The SOS Enterprise 2026<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Our business model is about 80% construction customers and the other 20% or so from industrial, parks, agriculture, and special events (weddings, etc.). We also provide emergency rentals in response to calls from customers like Walmart, Amazon, etc.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">This November, it will be 5 years in business. We already have 2,700 toilets and 25 trucks. The majority of our trucks are from <\/span><\/span><\/span><a href=\"https:\/\/imperialind.com\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>Imperial<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">. Some are <\/span><\/span><\/span><a href=\"https:\/\/flowmark.com\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>FlowMark<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">. Some are <\/span><\/span><\/span><a href=\"https:\/\/robinsontanks.com\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>Robinson<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">. I have some slide-ins from <\/span><\/span><\/span><a href=\"https:\/\/keevac.com\/slide-ins\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>KeeVac<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">. Our toilet units are mostly from <\/span><\/span><\/span><a href=\"https:\/\/www.armal.us\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>Armal<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">.\u00a0<\/span><\/span><\/span><\/p>\n<p><a href=\"https:\/\/www.armal.us\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>Armal<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> has provided a vast volume of our toilet units, all at a level of product and service quality that has made them an integral part of our success story. We also have some <\/span><\/span><\/span><a href=\"https:\/\/www.armal.us\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>PolyJohn<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> units, plus maybe 700 to 800 units from <\/span><\/span><\/span><a href=\"https:\/\/au.ddtech.com\/blogs\/news\/formit-portable-toilets-get-an-upgrade-with-truclose\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>D&amp;D<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">, and a bunch from <\/span><\/span><\/span><a href=\"https:\/\/satelliteindustries.com\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>Satellite<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> \u2014 all very good suppliers.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Jonathan at <\/span><\/span><\/span><a href=\"https:\/\/www.surco.com\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>SurCo<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> and the <\/span><\/span><\/span><a href=\"https:\/\/www.walex.com\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>Walex Chemical<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> supplier have also both been exceptionally reliable vendors I have depended on to meet challenges through these early years of such fast growth.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">As you can see from the numbers above, by the end of the second year of the startup, Yaniv had grown the SOS inventory at a staggering rate. For a detailed account of the challenges during the period of the business\u2019s explosive growth, see the article published a couple of years ago in <\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><em>PRO Magazine<\/em><\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> (April 2024) about Yaniv and SOS entitled <\/span><\/span><\/span><a href=\"https:\/\/www.promonthly.com\/editorial\/2024\/04\/what-happens-when-you-grow-too-fast-a-california-pro-found-out\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><u>What Happens When You Grow Too Fast? A California Pro Found Out<\/u><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">At the pivot point, Yaniv examined his operations and took stock of much more than his business\u2019s physical assets. He recognized the critical need to move forward cautiously and focus intensively on customer experience.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Catching Up With Demand<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Backing up to fill in the blanks in the early story, Yaniv had always been drawn to the construction industry and had already built many strong business relationships in the San Francisco metro construction market and the broader northwest region. That accounts for at least some of fast growth when he launched the rental service \u2014 appealing to the needs of northern CA construction contractors.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">The office team, Yaniv emphasizes, has been tireless. He describes them as a great strength in the company. They are up at 4:30 a.m., managing drivers\u2019 scheduling and various office operations. He manages sales, advertising, the fleet yard, equipment maintenance tracking, and supply ordering, etc., for both the SF and LA operations.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Yaniv kept ordering equipment and work vehicles trying to meet the flood of new customers. He ordered more and more toilets, including ADA units. SOS added a 10-unit delivery truck, and further expanded the fleet with two new Internationals, each with a 900-gallon waste tanks and 375-gallon freshwater tank, and a new Ford F-250 with a 200-gallon waste tank and a 100-gallon freshwater slide-in tank.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">He started with 200 Armal toilet units and 3 Black Tie luxury trailers, two with 5 stations and one 3 stations. He also had a 2020 Ford F-550 from PortaLogix with a 500-gallon waste tank and a 300-gallon freshwater tank, and a 2016 F-350 from Robinson Vac with a 300-gallon waste and 150-gallon freshwater tank. But, SOS still soon ran into capacity shortages and equipment production delays due to COVID.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Enter Armal, Inc. Into the SOS Story<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">It makes sense that Armal became the go-to supplier for Yaniv and his new rental service business. The signature Armal design, performance quality and the reliability to deliver mass orders on time have made the producer a natural fit for extremely accelerated startup phases like SOS underwent. Plus, Armal portable restrooms are designed for exceptionally high durability and lasting performance under the rugged conditions of ongoing rental operations.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Armal products are all made in the US, optimized for shipping, and engineered for quick assembly and easy parts replacement, to help keep toilet rental operations running smoothly. The manufacturer also features branding customizations, adding value for rental businesses.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>SOS \u2013 Top Quality Equipment<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">By 2024, SOS had 850 Armal portables in service, along with about 350 PolyJohn units. Those included 20 ADA units. The rental service also featured about 100 handwashing stations from PolyJohn, and about seven added holding tanks from 250 to 300 gallons.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Within the past 24 months since then, Yaniv has added more delivery trailers, several Ford flatbeds, with capacity to deliver from 7\u201310 units each, plus an additional trailer with a 500-gallon fresh water tank. He also has a dedicated Ford F-650 that can deliver up to 25,000 feet of temporary fencing for construction.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">An inventory of 10 luxury trailers from Black Tie has been added to the first 3, plus 6 from NuConcept, 3 more from Satellite, and a single-station ADA luxury trailer, as well as a 4-station and a 3-station, and some two-station trailers with showers from Forest River.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">He has also added more vacuum trucks with aluminum tanks, another Ford F-550 with a 900-gallon waste tank and 375-gallon freshwater tank, and another F-350 with 300-gallon waste tank and 150-gallon freshwater.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">NOTE: SOS uses the Pro Trucking Dispatch platform to manage route service and other field service operations.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Major Challenges for SOS<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">When I started the business, things took off very rapidly. I got my first customer in October 2021. We got the equipment just in time. By January 2022, I ordered another 100 Armal toilets, and 100 more in February. From there, I just kept ordering inventory and vehicles at a fast pace to keep up with the demand. I had only one full-time driver at that time. He and I were doing everything \u2014 delivery, pickup, and servicing the units at customers&#8217; sites.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>EQUIPMENT SHORTAGE<\/strong><\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">As Yaniv had discussed with the PRO interviewer, by early 2022, the company was overloaded with incoming requests for rentals and was struggling to overcome a recurring shortage of trucks and drivers to meet the surges of new orders.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">The office staff began fielding calls from customers about service issues. The company was growing too fast and the impact to customer service was becoming a concern. I had to bring that all under control quickly and systematically. We had to bring on more workers, more equipment, more everything.\u00a0\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>LABOR COST<\/strong><\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">In the bay area and greater northern California, labor costs are substantially higher than the national average, but Yaniv has remained firmly committed to providing SOS employees competitive wages. He understands that that is a requisite for attracting and retaining good workers who care about quality.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">He explained that when you\u2019re facing the choice between ordering more equipment or paying people more, it\u2019s a tough decision in some circumstances. Yaniv reasons that equipment does not make the business work \u2014 people do \u2014 and they must be paid what their work is worth. He recalls the systemic alignment that had to be achieved:<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">I was fortunate to hire some excellent employees. I started buying the best rental equipment for our customers\u2019 needs and great service vehicles from the best providers. Within a few months, sales demand and our capacity to respond were well synced, and we were on track to maintain both growth and service quality going forward.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>MINIMIZING TYPICAL\u00a0 ISSUES<\/strong><\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">We\u2019ve also learned how to prevent unnecessary frustrations for customers and increase our efficiency in typical cases of avoidable confusion. For example, if someone calls for service, and we go out to their site and find that access to units is blocked, we take pictures to help them clearly understand what\u2019s happening.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">We\u2019ve learned to send confirmations too, like, \u201cGood morning Mr Jones, please see the attached pictures\u2026\u201d We know how to stay 2 steps ahead of issues, and soon we will be 3 steps ahead. We do not want frustrated customers, especially when it\u2019s 110\u00b0 in California.\u00a0<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Armal Customer-Centric Manufacturing for SOS<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Armal offers its Classic Line and Specialty Line of portable toilet designs, plastics including sinks and handwashing stations. The vendor also provides a complete line of portable restroom cleaning products and deodorizers to optimize the rental operator\u2019s quality and the user experience for visitors and workers at his customers\u2019 sites.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">These and other value-added product and service extras deliver benefits for rental companies, their customers, and their customers\u2019 end users, making Armal the ideal choice for SOS and businesses like it that are growing at such accelerated rates.\u00a0<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Yaniv Gohar On Business Leadership Ethics<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">It can be hard for business managers to get good service for their customers if they don\u2019t know they have to treat their employees well as the biggest part of the equation. You must have the right foundation in the team in order to have a strong customer service operation. It doesn\u2019t matter where you get your trucks. You can\u2019t get to point 10 from point 2 without doing it right, and that means starting with building a well-motivated team.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">The bottom line is that your plans are not going to work out for anybody unless you develop a team that will deliver that consistently. It\u2019s not magic; it\u2019s pretty basic. You need to treat people right and pay them well. People who feel respected are more inclined to wake up at 4:00 in the morning and show up for you.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">But, even if you pay $50 per hour, people still need to feel the trust and be treated well if you want them to care about your business\u2019s success. When you back them up if there\u2019s a mistake or something happens, that support goes a long way. It\u2019s the vibe generated in the small things that matters at the end of the day.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">I\u2019ve seen people who hate their jobs, because nobody cares about them there. Emanating good energy, caring about the people who work for me, that\u2019s the key to good leadership. They\u2019re not ghosts, they\u2019re my team. I care about them. Anything that comes up, I\u2019m there for them. That\u2019s the team mindset I want to share.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">I\u2019m going to buy all the best tools for my employees. But, I need to <\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><em>be a human being<\/em><\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> and to transfer that to others, including drivers, customers, and everyone working around me. Then, in turn, they will transfer that to others. Besides, to have my feet on the ground, I know I need to really care about the people around me.\u00a0<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>SOS Service Brand and Sales Integrity<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Our website emphasizes pricing transparency. We don\u2019t quote prices based on where people live, their age, or if they\u2019re inquiring in the middle of the night, etc. It\u2019s the same quote for everybody. For us, we focus on making sure our customer service quality is unsurpassed. That\u2019s our best effort in passive marketing. Customer service has gone dead at some companies I\u2019ve noticed over the years. It\u2019s all either AI, or they don\u2019t answer the phone.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">They make it too complicated for customers to be customers. We want people to know we\u2019re there for them. I have like 10 people in the office right now, and by the time I count to 5 someone will answer the phone.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">We have a saleslady who pulls up companies from the web, construction companies, etc. and goes to meet with them. She\u2019s doing a great job. We run ads in Google, Yelp, etc., and many people just see our toilet units on the streets and then call us. They get a response right away.\u00a0<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>SOS <\/strong><\/span><\/span><\/span><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong><em>Employer<\/em><\/strong><\/span><\/span><\/span><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong> Brand<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">In business leadership, If you think it\u2019s all you \u2014 no. The employees are not just a big part of it, their part is more than the owner in many respects. They are the face of the company.\u00a0 We know our employees do a \u201cWow\u201d job. So, our success is about them.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">If people can\u2019t use the tools you give them, they won\u2019t succeed. If you don\u2019t give them enough hours, or if somebody calls and says their daughter is sick etc., if you don\u2019t hear it, you\u2019re disconnected from the reality your workers are functioning in.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Asked about the SOS internal company culture, Yaniv replies: It\u2019s about people, people, people. That\u2019s the bottom line. My main stress as an employer is thinking \u2014 what if something extreme happened to the economy, what would these people do? What might it take to make this machine keep going under such circumstances?\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Another thing to talk about for business owners wondering why people don\u2019t want to work hard enough and looking to build a stronger team, is that, in the beginning, I didn\u2019t give benefits to the employees. It takes a lot of money to start this kind of business and to scale it. I had to choose to buy more trucks, or more rental units, or give more to the employees.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">I decided to give insurance and 401k benefits to my guys. It\u2019s a lot of money in this state, but it&#8217;s what I chose to invest in. We also provide safety gear, clothing, bonuses, sick days, vacation days, etc., and we have our Christmas parties, etc.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">A less obvious, but important point is to be open-minded and remember that you can learn from everybody, and don\u2019t underestimate the people working on your team. Don&#8217;t think you know everything, and let it be okay for people to try out their ideas, make mistakes, and learn from them. That provides them with the necessary ground for learning without fear of consequences of trying their ideas for helpful solutions.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">The idea is to let people grow. My managers are two of my drivers. I have never hired a manager from outside. I can bring people in from other companies, but I always promote from within. They were there when I needed them, and they did the work and learned, so they should have the opportunity to grow along with the company.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>SOS Customer Experience Management<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Other companies in our area are doing a good job, and we just provide something that others may not. Competition is great, and I am always competing \u2014 with <\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><em>myself<\/em><\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> above all. I tell people all the time, if you do want to be my competition, when you sleep, I\u2019m awake. I just mean, you need to be on top of it. If you see something that\u2019s not right, you need to make a comment. If you see a customer issue, help them, resolve it to their benefit, give them a discount too, etc.\u00a0\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Our customer service is above and beyond. But, if somebody is unhappy, I just refund the money. Even if I get a complaint that is actually the customer\u2019s fault, I can fight it, but why should I? I give them a discount on their next order, or give them a free delivery. It\u2019s more about goodwill than always being precisely in the right.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">If I can make a couple happy, I believe in that. I believe it deep in my heart. I believe in energy. So if it\u2019s not in their budget for their event, I might ask, \u201cWhat\u2019s your budget?\u201d and I might just do it for them. I still make money but maybe $200 less. It\u2019s not going to kill my business. I know I did something good this week and next, and will continue that way, and I\u2019ll just be blessed at least by the feeling of doing that.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">We do a lot of charitable giving, like to Cancer for Kids, our church, and other things. People call me for all kinds of causes. Many I don\u2019t financially support, but if something touches me, I will do the work free of charge or at my cost. We want to give back as much as we can to the community.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Competitive Market Environment<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">I like to be connected to other companies in our industry, our competitors. There\u2019s always going to be somebody better than you. If you see an ad posted for one of your competitors, somewhere there\u2019s a family behind it. My competitors around me are my friends. I call them if I need something they have and I rent it from them. For example, we are in touch daily with Brianna from VIP Luxury Restrooms. I will do Sacramento for her, she will rent trailers to me, etc.<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Again, it\u2019s about respect for others, including competitors. If a competitor I work with goes to one of my customers and says, \u201cHow much is SOS charging you? I\u2019ll give it to you for less, eventually I will find out. But, we haven\u2019t encountered anything like that from trusting our competitors to work with us in good faith.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">If you keep your competition closer, they respect you. If you keep them at a distance, they won\u2019t know you or care about you.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>SOS Vendor Relations<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">The WWETT Show is a great place to meet good vendors. If you really respect yourself, then you\u2019re not likely to jump from vendor to vendor all the time. Even if I buy from another vendor, I can still keep my relationship with my existing one. It\u2019s all the same philosophy with vendors as with customers, employees, competitors, and everyone else in your life.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">At the WWETT show, you can learn every kind of way from the small guy to the big guy. There are all kinds of opportunities there. We can network, see other companies if you feel like it, or not if you don\u2019t feel like it. The whole purpose of the WWETT show is to become knowledgeable and meet others. Don\u2019t step on vendors\u2019 toes. Just do the right thing.\u00a0<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Armal Reliability<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Armal consistently demonstrated an exceptional capacity to deliver efficiently on the unusually high volume of orders that SOS was presenting in rapid succession throughout the first several years of operation. So, naturally, Yaniv continues to turn to Armal. By coming through at pinch points every time, with pristine, well-manufactured units built with high-performance materials, they became a critical resource for the inundated new service company.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Armal further provides products that any restroom rental operator can be proud to offer their customers. So, naturally, Yaniv continues to depend on Armal as an integral part of the growth of SOS, as he carries on with inventory building beyond his now nearly 3,000 units.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>The Future of SOS<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">I have no formal plan to expand. We\u2019re just organically growing. My way of moving forward is just to trust people, teach them, and give them the opportunity to grow with the company. What they will get from me is an opportunity to prove themselves and learn. Sometimes they fail, but the thing is to try to teach them. I got an opportunity when I was young. Now I transfer it to others.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Some business owners may think it\u2019s too expensive to function that way, or maybe they don\u2019t trust employees, or have very low expectations. But I have found that many people are eager to just have an opportunity to do well and will strive to live up to expectations.<\/span><\/span><\/span><\/p>\n<h2><span style=\"font-size: 16pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><strong>Advice for New Industry Entrants from Yaniv Gohar, Owner, SOS, LLC, Los Angeles CA<\/strong><\/span><\/span><\/span><\/h2>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">In 2024, Yaniv reflected on the industry mentality during the PRO interview, \u201cEverybody wants to grow fast\u2026\u201d However, he suggested, \u201cGrow at a pace you can handle, be straight up, keep your promises to everyone, and treat your customers right.\u201d\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Today, he offers new inspirational insights through reflections on his life and entrepreneurial career: What makes me keep going is my belief in God and energy \u2014 the universe\u2019s energy \u2014 and in doing the right thing in any kind of way that presents itself in life.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">My advice is, first, be humble. Some business owners lose that along the way. I\u2019m 42 years old. Since I was 25, I\u2019ve been an employer. Some people become arrogant and forget where they come from. My success is to wake up in the morning and see how many families are positively affected by my business.\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\">Today, in 2026, his message resonates as one thoroughly focused on <\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><em>people<\/em><\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> \u2014 people in every role involved in the success of a business. His inspirational takeaway advice is to make sure that that includes <\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><em>everybody<\/em><\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> \u2014 employees, customers, manufacturers, supply vendors, <\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><em>and<\/em><\/span><\/span><\/span><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"> competitors.\u00a0<\/span><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><em>For information about SOS Toilets, LLC , San Francisco, CA and Los Angeles, CA, you can call (415) 888-1008 or visit <\/em><\/span><\/span><\/span><a href=\"https:\/\/sostoilet.com\/\"><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #1155cc;\"><em><u>sostoilet.com<\/u><\/em><\/span><\/span><\/span><\/a><span style=\"font-size: 11pt;\"><span style=\"font-family: Arial,sans-serif;\"><span style=\"color: #000000;\"><em>.<\/em><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s all about the people. SOS Toilets, LLC is a portable restroom rental service company located in Berkeley, California, the popular municipality in north metro San Francisco. This unique business is owned by Yaniv Gohar. He founded the company in 2021. It is a green-conscious operation, actively supporting water conservation and recycling systems. But its &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/americanliquidwaste.com\/?p=2264\"> <span class=\"screen-reader-text\">Inspired Business Leadership \u2014 SOS Toilets, LLC, California<\/span> Read More &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":2276,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[19],"tags":[],"class_list":["post-2264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured"],"_links":{"self":[{"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/posts\/2264","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2264"}],"version-history":[{"count":3,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/posts\/2264\/revisions"}],"predecessor-version":[{"id":2287,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/posts\/2264\/revisions\/2287"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/media\/2276"}],"wp:attachment":[{"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}