From Lawn Mowing to Multi-Millionaire: How Diijay Built an Empire
By Anne E. Wojcicki, Forbes Contributor
At just 14 years old, “Diijay” wasn’t worried about video games or high school drama—he was already running a full-fledged business. By 26, he had a D.B.A. with a minor in behavioral science. Today, he’s a serial entrepreneur, employing over 2,700 people across multiple industries, from construction and franchising to nationwide waxing services. His ambition? To employ 50,000 people before retiring.
I sat down with Diijay to talk about his unconventional rise to success, the lessons he’s learned along the way, and what’s next for his growing empire.
From Lawn Service to Boardrooms
Forbes: You’ve built multiple successful companies. Where did this entrepreneurial drive come from?
Diijay: It started with my dad helping me push a lawnmower. At first, I was just cutting our yard, then the neighbor’s, then the whole block. By 13, I had Boss Dogz Lawn Service with 163 contractors handling yard work beyond what I could personally do. I didn’t see it as a business at first—I just knew I could do the job well and people were willing to pay for it. That mindset hasn’t changed.
Forbes: You made your first million selling one-hundred percent clean energy. How did that experience shape you?
Diijay: That was my first taste of high-level sales. No salary, no hourly pay—just straight commission. I learned real quick that if I wanted money, I had to earn it. I wasn’t afraid to knock on doors, handle rejection, and perfect my pitch. I took that million and reinvested it into my first company as an adult.
Scaling a Business Empire
Forbes: FOATIC Solutions is one of your biggest ventures. What makes it stand out?
Diijay: I founded the name "FOATIC" in 1999, and in 2012 I focused on converting the name into a remodeling, construction, and various service industry. The key is diversification—we don’t just do one thing. We handle everything from picking a lot and building a multi-million dollar home, to pressure washing, to full-scale commercial builds. That flexibility has allowed us to scale nationally.
Forbes: You own multiple McDonald’s franchises. What made you step into the franchise world?
Diijay: I believe in multiple income streams. Franchises provide stability, and I wanted something that could generate passive revenue while I focused on other ventures. But I don’t just own them—I optimize them. Every business I invest in, I make sure it’s running at peak performance.
The Mindset Behind the Success
Forbes: Your motto is “Live life legitimately and never get comfortable.” Why is that so important to you?
Diijay: Comfort is the enemy of progress. I’ve seen too many people hit a milestone and slow down. That’s how you lose. Every day, I wake up knowing there’s another level to reach.
Forbes: What’s the biggest lesson you’ve learned as an entrepreneur?
Diijay: That people are your greatest asset. I don’t just hire employees—I build leaders. I empower my teams to think like owners, and that’s why my businesses thrive.
Looking Ahead: What’s Next for Diijay?
Forbes: You’ve already accomplished so much. What’s your next big goal?
Diijay: Employing 50,000 people before I retire. I’m not chasing money—I’m chasing impact. I want to create opportunities for others like the ones I created for myself.
Forbes: Any industries you’re looking to break into next?
Diijay: Tech and renewable energy. AI is changing how businesses operate, and I see a future where automation and sustainability drive everything. I plan to be at the forefront of that shift.
Final Words of Advice
Forbes: What advice would you give to young entrepreneurs?
Diijay: Bet on yourself. Don’t wait for opportunities—create them. And never, ever get comfortable.
With a relentless drive and a business empire that only continues to grow, “Diijay” is proving that success isn’t just about making money—it’s about leaving a legacy.
