When Mark and Sally Roseland bought Backlund Plumbing in 1987, the Omaha, Nebraska-based business was a small service shop with three employees. Today, it’s a multimillion-dollar-a-year company with 65 employees and a large array of trucks and equipment. The keys to this extreme makeover? The three D’s: Differentiation and diversity — and determination.A good example of differentiation is the company’s fleet of compressed natural gas vehicles. The vehicles have not only saved the company tens of thousands of dollars during the last several years through reduced fuel costs, but also provide a “green” marketing angle that distinctively sets Backlund apart
