How I can help you

I work best with Service businesses executives who are marketing intangibles rather than products, for example CPAs, insurance/real estate agencies, MFP counselors, etc.). I help established companies wishing to expand or contract, change structure (LLC/Partnership/C-Corp,etc.), succession planning*, HR or Employee Benefit issues, and strategic marketing projects or strategies.  Also, business owners wishing to pivot to a similar-but-different occupation (eg MD retiring to become malpractice attorney; massage therapist becoming wellness coach; etc.

 I will also help newly established business owners with skills, knowledge, and passion but no actual prior experience in benchmarking**, hiring, firing, budgeting, paying taxes, and selecting your team of specialists who will help you grow, my background as owner of a service-oriented business from 1978 through 2017 might match your "start-up" needs.

 I have worked well with sole proprietors/partners who have a commitment to client development and service, whether the business is professional (architects, dentists, contractors, medical offices), retail (coffee shops, gift stores, fashion stores), hospitality (restaurant, bar, BnB) consultancy.  

*For those who have established their business but need to consider succession strategies, I specialize in helping transition second generation family-owned businesses.  Often an owner knows that a particular child would be a great successor but does not know how to be fair:  I help.   Often the child becomes aware that the parent, rather than retiring, is actually hanging in there looking over the child's shoulder.  I help there, too.  In fact, I enjoy smoothing the way for successful second, third, or even fourth generation successors.

**Benchmarking: Finally, if you have the great idea, the organizational success, and the energy/work ethic/drive to succeed, I help figure out what benchmarks are not yet to your satisfaction and then would either help you or find a mentor/specialist to carry forward.  Example:  if you can get clients but not keep them, that is a benchmark that needs to change.  If you get and keep clients but you spend so much time with them you are not making money, that is a benchmark that has to change before you go broke.  Whatever is wrong as we discuss your business, we will figure out how to tackle it if it is humanely possible!

Areas of Expertise
  • Business Strategy & Planning
  • Government & Regulations
  • Non-Profit
  • Human Resources & Internal Communications
  • Technology & IT Services
  • Sales, Marketing & Public Relations

Industry Experience
  • Banking, Finance & Insurance
  • Real Estate, Rental & Leasing
  • Arts, Entertainment & Recreation
  • Professional & Business Services
  • Nonprofit, Public and Professional Organizations


B.A.  Texas A&M, Commerce     M.A.  University of Houston   Ph.D. University of Iowa   

Plus various insurance/human resources/management degrees and certifications over the years.  I am a licensed Life&Disability agent in the State of Ca (0563531) and remain a licensed real estate broker in the State of California (01187368).

Memberships in various professional associations and service clubs over the years (Society of Human Resource Management, National Association of Health Underwriters, National Association of Life Underwriters, Rotary International, Women Entrepreneurs, and served on various not-for-profit Boards of Directors).

Dr. Susan Ruth Lundy

Communication Methods

  • In Person
  • Video