Company case study
Totes Online
Totes Online is a rental business that specializes in renting out industrial moving totes for home and office moves. It came up on Koerner Office, hosted by Chris Koerner, in the episode "Stop Buying Things. Start Buying Assets that Pay for Themselves⏐Ep. #281" (aired March 10, 2026).
At a glance
| Podcast | Koerner Office |
|---|---|
| Hosted by | Chris Koerner |
| Episode | Stop Buying Things. Start Buying Assets that Pay for Themselves⏐Ep. #281 |
| Aired | March 10, 2026 |
| Revenue and traction | Charges $2 per tote rental; offers subscription packages for realtors starting at $60 per month for 20 totes, with options for 2 or 5 rentals per month. |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
Stop Buying Things. Start Buying Assets that Pay for Themselves⏐Ep. #281 · aired March 10, 2026 · hosted by Chris Koerner
Why it works
The business leverages low overhead costs and recurring revenue through subscription services for realtors, allowing it to scale rapidly and meet local demand without significant upfront investment.
Founding story
The owner identified a gap in the market for tote rentals in Fort Wayne, Indiana, after researching the industry and realizing there were no local providers.
The playbook
Utilizes low-tech marketing via local real estate magazines, networking events, and Facebook Marketplace for initial traction. The business also built a claims portal for realtors to manage their subscriptions.
Also mentioned
The business has grown from an initial 120 totes to almost 400 due to high demand and overselling.