Prosperme Inc

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Next is Bendell Lee, CEO of Freeway Acres: You made a strategic pivot when the numbers spoke and built a more sustainable, efficient business model.

We're recognizing and congratulating Bendell Lee - CEO of Freeway Acres https://www.lrcmke.com/freeway-acres-thriveon

Freeway Acres is one of the Greater Milwaukee Foundation ThriveOn Small Business Loan clients that has completed the required technical assistance process with Legacy Redevelopment Corporation.

“What I initially thought was a good idea, turned out to not be as lucrative as we had hoped. Our ThriveOn loan allowed us to pivot and steer the business in a slightly different direction, and now we are thriving on!” Bendell Lee - CEO of Freeway Acres.

Freeway Acres, a junk removal and hauling business owned by Bendell Lee, was built to meet a growing demand for reliable, affordable hauling services. Bendell initially sought support from the ThriveOn Loan Program to purchase a trailer and expand operations through a traditional junk removal model that relied on training and deploying staff to job sites. As the business grew, ongoing challenges with staffing and retention made it difficult to scale in a way that was sustainable.

Access to ThriveOn capital gave Bendell the flexibility to pause, reassess, and pivot strategically rather than push forward with a model that was no longer working. Instead of relying on a large field crew, Freeway Acres shifted to a trailer rental and haul-away model, allowing contractors and customers to fill the trailer themselves while Bendell’s team handles drop-off and disposal.

This pivot reduced labor strain, stabilized operations, and created a more efficient, scalable business. Today, Freeway Acres operates with a smaller team and a stronger model built for long-term sustainability and growth.

Business location: West Allis, WI

GMF Investment: $50,000

New Products & Services introduced: +1

New customers: +30

Total employees supported: 2

Legacy Redevelopment Corporation Support: Loan support & Technical Assistance