Interview with Laura Dobos, Founder of Boxifly
Find out what inspired Laura Dobos to launch Boxifly, a modernized waste management service that offers convenient pickup and responsible processing for hard-to-recycle items, serving both residents and businesses.
What’s your career background?
I originally went to school to study Political Science and realized quickly when studying for the LSAT that it was not the career path for me.
I thought law would be the best fit because I loved reading, writing, and journaling when I was in school; however, studying for the tests made me realize this field wouldn’t allow me to unleash my creative passions. It brought back memories of high school, where the emphasis on memorization and testing made me feel underappreciated and limited by standards of success that seemed arbitrary.
How did your career change after having children?
Before becoming a parent, I had more time to dedicate to work, and I often took that flexibility for granted. Once I had kids, I quickly realized just how precious time is and how much more intentional I needed to be with it. The demands of parenthood required me to become more efficient and prioritize like never before.
Fortunately, I have an incredibly supportive partner who plays an equal role in managing our household and caring for our children. This partnership has been crucial—it’s allowed me to continue pursuing my career ambitions while also being present for my family. Knowing that I have someone who shares the responsibilities equally has made it possible for me to focus on the things I need to do, both personally and professionally.
Having children has also inspired me to think more deeply about the kind of world I want to help create, not just for them, but for future generations. This is a big part of what drove me to start Boxifly. I wanted to build something that aligned with my values and contributed to a more sustainable future – a mission that became even more important to me after becoming a parent.
Overall, while my career has become more challenging with the added responsibilities of parenthood, it has also become more meaningful and driven by a sense of purpose that I didn’t fully appreciate before.
Where did the idea for Boxifly come from?
Prior to the pandemic, I was traveling Monday to Thursday every week for work and didn’t really spend much time at home. When I was on the road, I always threw my waste in a corporate bin, an airport, or at a hotel. Once Covid hit we moved to being fully remote as I was consulting for Walmart and they had a travel ban for quite some time.
Then I got pregnant in 2021 and then again in 2022 which meant even more time at home. For a working mother, it is very time consuming to go shopping and I took advantage of online shopping for everything. And I know I am not alone in this. We had so much shipping waste in our household between everyday items and from receiving gifts for the kids that we were constantly making trips to the recycling center. I even started building crafts out of the large cardboard boxes we were getting with my toddlers.
At one point I told people I didn’t want anything for Christmas just because I was at a point in my life where I didn’t need presents anymore and I didn’t want to have to manage the waste.
At this point I shifted to being really into sustainability and being mindful about the waste I was putting into the planet. I also can’t stand clutter, so the pileup constantly drove me crazy, let alone the trips to the recycling center were time consuming. Being in tech, I knew there had to be a better way. I was shocked that there wasn’t a solution for this out in the market that could be solved with a few taps on my phone.
My original thought was to build a service just for cardboard. Nights and weekends I did a lot of research and realized cardboard had a really high recycling rate and where we lag is all of the other hard to recycle items, namely plastics, styrofoam, and batteries.
How did you move from idea to actual business?
Initially, I pitched the startup idea to Antler, a well-known startup accelerator. I went through their process, but ultimately, I wasn’t accepted. That rejection could have been a setback, but instead, it became a turning point for me. I decided that I was going to just execute and let the market tell me if my idea was good or not. So, I took matters into my own hands and decided to build the service myself.
I started by launching a minimum viable product (MVP), focusing on getting a few customers and testing the concept in real life. This initial phase was critical because it allowed me to gather valuable feedback directly from users, which I used to refine the business model. The first version of the website was just a few simple pages with a booking tool – nothing fancy, but it got the job done.
After a month of running the MVP and listening to my early customers, I had a clearer understanding of what services were most needed and how I could best deliver them. With this insight, I built out a more comprehensive website and fine-tuned the service offerings to better meet the needs of my customers.
This process taught me the importance of starting small, listening to your customers, and being flexible enough to adapt as you learn. The journey from idea to business wasn’t straightforward, but it was incredibly rewarding to see the concept take shape and grow into something real and impactful.
Who’s your target audience?
Our target audience primarily consists of individuals and businesses who are deeply committed to sustainability, as well as the next generation of environmentally conscious consumers.
In recent years, there has been a significant shift in public awareness and concern about environmental sustainability. According to a survey by the Pew Research Center, 74% of Americans are concerned about the environment and climate change. This growing awareness is driving a demand for more comprehensive and effective recycling solutions, which is exactly what Boxifly aims to provide.
We cater to people who are not just interested in recycling but are actively looking for ways to reduce their environmental footprint. This includes:
- Eco-Conscious Consumers: Individuals who prioritize sustainability in their daily lives and are looking for convenient, effective ways to recycle hard-to-recycle items.
- Young Adults and Families: The next generation, including young adults and families who are increasingly concerned about the future of the planet and are motivated to take action. They are particularly drawn to services that align with their values and make sustainable living easier.
- Local Businesses and Communities: Businesses and community organizations that want to improve their waste management practices and contribute to a greener environment. They recognize that traditional recycling methods often fall short and are seeking more specialized solutions.
How do you spread the word about what you do?
We spread the word about Boxifly through a combination of social media, in-person events, and good old-fashioned face-to-face interactions. Right now we mainly use Instagram to share our mission, educate our audience about recycling, and highlight the services we offer.
We believe in the power of community connection, which is why we actively participate in and host local recycling events. These events not only help us build awareness for the Boxifly brand but also provide an opportunity to educate the public about the importance of proper recycling. This fall, we’re planning to ramp up our involvement in these events to further spread the word and engage with the community directly.
While it might sound old-fashioned, I’ve found that nothing beats a personal conversation. I’ve secured several customers simply by walking into their stores and talking to them about what Boxifly does. This direct approach allows me to explain our services in detail, answer any questions on the spot, and build personal relationships that often lead to long-term customers.
What’s been the biggest obstacle you’ve had to overcome?
Traditional recycling methods have conditioned many people to think that simply tossing items into a single-stream recycling bin is enough. However, this approach often leads to contamination, and many materials end up not being properly processed, ultimately finding their way to landfills. Educating the community about what can and cannot be recycled, and why it’s important to separate hard-to-recycle items, has been a significant challenge.
For example, just last week, I went to a new dry cleaner to drop off some clothing, and I noticed they had a recycling box out front to collect plastic film. Naturally, I inquired about what happens to the items once collected. They told me they simply put them in the regular recycling bin, which, unfortunately, is incorrect. I had to take the opportunity to educate them that plastic film needs to be handled differently—it actually has to go in the trash can or be taken to a specialized drop-off location, as it isn’t accepted by standard recycling facilities.
This kind of misinformation is common, and it highlights the ongoing need for education around recycling. It’s not just about providing a service but also about helping people understand the impact of their actions and how to recycle properly. Overcoming this educational hurdle is challenging, but it’s crucial for making a real difference in how we manage waste and protect the environment.
How do you foster creativity and innovation in your business?
While Boxifly is primarily a service-based business, my passion for branding and design has played a significant role in shaping its identity. I’ve always loved the creative process, and with Boxifly, I saw an opportunity to put a modern spin on what a recycling brand could look like.
Recycling is often associated with traditional, utilitarian imagery, but I wanted to create something that felt fresh, approachable, and even a bit exciting. From the logo to the website design, every element of Boxifly’s brand was crafted with the intention of making sustainability feel modern and accessible. I believe that good design can change perceptions, and by presenting recycling in a new light, we can engage a wider audience and inspire more people to take part in sustainable practices.
Who inspires you?
Dr. Julie Gurner has been a significant mentor in my journey and I am consistent with reading her newsletter Ultra Successful, also using it to inspire my journal prompts. Her writing just speaks to every facet of my life and helps manage setbacks of the week.
There are definitely ups and downs with building a business. Those reminders to “become unconquerable”, “face resistance”, “play the long game” can totally reinvent my day and are not just motivational quotes but actionable mindsets that I integrate into my daily routine.
Naval Ravikant has profoundly influenced my entrepreneurial journey. Naval, a successful entrepreneur and angel investor, is renowned for his wisdom on startups, investing, and life philosophy. His thoughts on wealth creation, happiness, and personal growth, often shared through his podcasts, tweets, and essays, have been a constant source of inspiration.
Naval’s philosophy emphasizes the importance of leveraging technology and capital to create wealth, but more importantly, he stresses the significance of self-awareness, continuous learning, and intellectual independence. His ideas on “productizing yourself” and focusing on high-leverage activities have shaped how I approach growing Boxifly.
His teachings encourage me to embrace long-term thinking and prioritize mental well-being, reminding me that success is not just about financial gains but also about personal fulfillment and impact. Naval’s approach to balancing professional ambitions with personal happiness has helped me maintain a holistic perspective on my entrepreneurial journey.
What are your three top pieces of advice for someone wanting to do something similar?
1) Just execute
If you have an idea, don’t wait for the perfect moment or all the right conditions—just start executing. Taking action, even on a small scale, is often the hardest part, but it’s also where you’ll learn the most. Starting small allows you to test your concept, gather feedback, and make adjustments as needed. The sooner you start, the sooner you can turn your idea into something real.
2) Don’t let credentialism hold you back
Your background or formal education doesn’t have to dictate what you can achieve. I came from a consumer products background and ended up founding a recycling business. Anything can be self-taught if you’re willing to put in the time and effort. Don’t let the lack of a traditional background or specific credentials stop you from pursuing something you’re passionate about.
3) Ignore the naysayers
There will always be people who doubt your vision or tell you that it can’t be done. It’s important to tune out the negativity and stay focused on your goals. Surround yourself with supportive people who believe in you and your idea. Believe in yourself and your ability to make it happen, even when others don’t.
Find out more about Boxifly.
