When it comes to building thriving businesses, Susan Mahaffee knows that people are the secret sauce. As the President and Founder of People Rise LLC, Susan has transformed the way small and mid-size businesses approach HR, turning it from a mere compliance function into a strategic powerhouse. Through her concierge-style HR consultancy, she serves as the trusted partner that business owners didn't know they needed until they experienced the game-changing impact of having a strategic HR expert in their corner – proving that HR deserves a seat at the table alongside accounting and legal as the essential triangle of business success.
Hi, Susan! Thanks for joining us today. Tell us about your business. Who do you serve, how do you serve them, and what's the impact that your business and work makes?
I am the President and Founder of People Rise LLC, a strategic HR consultancy that serves small to mid-size business owners—especially those in growth mode who don’t have an internal HR person. Many of my clients have reached a stage where they realize compliance matters, repeatable processes are essential, and that their people are the key to long-term success. I act as their HR partner, embedding myself in their business, learning their team, and being the trusted go-to when people challenges arise. Whether it’s hiring, leadership development, employee relations, or compliance, I help them navigate it all—efficiently and effectively—so they can get back to what they do best. I like to think of myself as a ‘dial-a-friend’ for HR—always there when they need me. I wish more entrepreneurs understood that having HR support is just as critical as hiring an accountant for taxes or a lawyer for contracts. HR is the third piece of that triangle, making sure businesses run smoothly by putting the right people, processes, and strategies in place.
Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.
The shift happened when I stopped waiting for permission and started trusting my expertise. I had spent years helping businesses thrive from the inside, but when I landed my first major client—who came to me because they realized they needed an HR expert—I knew I had built something valuable. That moment validated that I wasn’t just offering advice; I was the solution they were missing.
Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.
I had reached my personal goal of landing the “top job” and loved leading others, but I started feeling restless. I knew I had a great group of talented people who had worked for me in the past, who supported me, and who would love to see me grow my own business—and maybe even work with me again. At the same time, I became increasingly frustrated watching top leaders who had the power to create real change but didn’t use it to make workplaces better.
So many were resistant to change, clinging to outdated methods, routinely reducing headcount as a cost-saving measure rather than addressing the real issues, or making empty promises to employees—only for HR to be the ones delivering the bad news. I hated being put in the position of telling employees one thing, only to watch leadership go back on their word. And what drove me absolutely bonkers? Indecision. Watching companies struggle simply because their leaders refused to take a stand or be clear about their direction.
I knew I could do better. I wanted to create a business where I could help entrepreneurs and business owners make confident, people-first decisions, ensuring that HR was a strategic advantage, not just a compliance function. I wanted to be the HR partner that small businesses didn’t realize they needed until they saw how much easier—and more effective—things could be with the right guidance. That’s what pushed me to take the leap into entrepreneurship.
Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?
Loom has been a game-changer for my business. It allows me to create quick, personalized video messages for clients, whether it's walking them through a proposal, explaining a complex HR concept, or providing coaching insights. It bridges the gap between email and in-person meetings, making communication more efficient and personal, which is key in a people-driven business like mine.
We know that success is very often a non-linear path. Tell us about a failure, pivot point, or lesson that changed your course or direction and helped to get you where you are today.
Early on, I tried to be everything to everyone—offering too many services to too broad of an audience. It left me stretched thin and unclear on my own value proposition. The turning point was when I honed in on my niche: acting as an outsourced HR leader for small to mid-size businesses who thought they didn’t need HR—until they realized they did. That focus allowed me to create clearer messaging, build stronger relationships, and ultimately grow a business that aligns with my strengths.
What unconventional strategy did you employ that significantly impacted your business?
I stopped focusing on traditional HR sales pitches and started leading with education and value. Instead of pushing services, I built trust by providing useful content, sharing insights on social media, and hosting workshops that truly helped business owners. This approach not only positioned me as a trusted expert but also attracted the right clients—those who saw the value in having an HR partner before a crisis hit. And, I decided to trust myself and the universe.
What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?
Clarity beats complexity every time. In the early days, it’s tempting to chase every opportunity, say yes to every client, and offer a long list of services. But real growth happens when you get clear on who you serve, how you serve them, and why you’re different. The sooner you define your niche and stay in your lane, the faster you’ll build a business that’s sustainable and fulfilling. And for business owners hiring their first employees—realize that HR isn’t a ‘nice-to-have’—it’s as essential as your accountant and lawyer. Get an HR partner in place early, and you’ll save yourself a lot of headaches down the road.
Want to dive deeper into Susan's work? Find out more in the links below:
- Visit People Rise LLC's website peoplerisellc.com
- Follow People Rise LLC on Instagram @peoplerisellc
- Find People Rise LLC on Facebook
- Follow People Rise LLC on LinkedIn
