From Cookies and Cold Calls to National Growth: Lessons in Building a Business from the Ground Up
Every great business story starts somewhere unexpected. For Sue Shalley, retired CEO of Field Services Unlimited, that beginning involved an empty paint can filled with cookies, a job loss, and a lot of cold calls. What followed was a 30-year journey of innovation, resilience, and integrity.
Sue didn’t originally set out to run a business. After being let go from her corporate marketing job, she took a chance on helping her husband grow a small operation providing lighting compliance surveys for banks.
What began as a small, local service evolved into a nationwide field and architectural surveying company supporting top retail and restaurant brands. This growth wasn’t fueled by luck but rather thinking outside of the box and persevering despite setbacks.
Sue shares several powerful strategies for anyone looking to launch a new venture.
Lesson 1: Creative Marketing Wins
Sue’s early outreach wasn’t flashy. It was unforgettable. Who sends cookies in paint cans to prospects? She did. And it worked. Trolling newspaper classifieds (later followed by writing quirky LinkedIn messages) to attract prospects, her creative persistence stood out.
This outside-the-box approach landed their first major client, Jack in the Box. While she’s unclear how many cookies were actually eaten, she is clear on the need for personalization and customization of marketing efforts, especially for new founders.
Future Founder Takeaway: Marketing doesn’t have to be high budget. It must be memorable. You need creativity, hustle, and courage to look a little silly in pursuit of something great.
Lesson 2: Communication Drives Quality
As the business was scaled, so did its complexity. Field surveyors working across the country had to coordinate with office-based quality control (QC) teams. Initially, neither understood the function of the other and Sue quickly learned that clear communication wasn’t optional, it was mission critical. She worked hard to create cross-training opportunities and break down silos.
Future Founder Takeaway: Communication can make or break your operations. Whether it’s across departments or with clients, invest in whatever it takes to keep your team aligned and informed.
Lesson 3: Make Technology Your Friend
When Field Services Unlimited was in its early stages, drawings were done by hand. Yet it wasn’t long before this process was deemed unsustainable. To be able to meet the growing demand of new clients, the team had to utilize technology that would streamline this complex process. Tools like AutoCAD, Visio, 3D Laser Scanners, and Revit were introduced so that they could stay at the forefront of field data collection and modeling. Many times, the organization was an early adopter and even beta testers of new technologies.
Future Founder Takeaway: Innovation is a mindset. You can’t afford to be stuck in your ways. Technology will change, your clients’ needs will evolve, and your job is to keep up, or better yet, stay one step ahead.
Lesson 4: Values Aren’t Just Talk
One value defined Field Services Unlimited's culture: graciousness. Treating clients with respect, listening carefully, delivering on promises, and holding themselves to high standards were the basis of every relationship. Ensuring everyone feels valued and heard is the foundation of an empathetic culture.
Future Founder Takeaway: Define your values early and embed them in how your team works, not just how you talk. Culture is what shows up when no one is watching.
Lesson 5: Not Every Client Is the Right Fit
It can be tempting to take on every client that calls when you are launching a new business. There is a bottom line to consider. However, there came a time when Field Services Unlimited had to decline business. It didn’t matter how big the contract was, accuracy and integrity mattered more. This commitment to delivering a quality service was paramount to their success and is what has set them apart.
Future Founder Takeaway: Saying no is sometimes the most strategic decision you can make. Protect your standards, even if it costs short-term revenue.
Building a Business That Lasts
Field Services Unlimited’s success came from relentless effort, bold decisions, and a refusal to cut corners. Their approach also embraced fun and humanity. From “tales from the road” that included ladder mishaps to team riddles shared in meetings, the team laughed and learned together.
Their commitment to excellence and the trusted relationships with clients led to their eventual acquisition by MasonMade Ventures, an organization that mirrored Field Services Unlimited’s core values.
Sue’s story is a masterclass in building a business with grit, creativity, and heart. She didn’t start with a business degree or a venture capital fund. She started with a scale ruler, and a belief that clients deserved accuracy, honesty, and a human touch.
So, if you’re standing at the beginning of a new venture or even at a crossroads, remember that every legacy starts somewhere. Maybe even with a paint can full of cookies.