Boutique Operations Consulting for Growing Trade Businesses
At Iconic People, we build operational strength in traditional businesses so you can grow on your own terms.
A passion for optimization
Personalized solutions by senior partners, not cookie-cutter packages.
Leadership Transitions
Navigate leadership changes, retirements, growth phases, and other inflection points with confidence and clarity.
Operations Modernization
Bring your operations into the 21st century with systems, processes, and compliance that actually work for your team.
Business Health Check
We uncover the real dysfunction underneath surface problems. No band-aids—just honest assessment and strategic solutions.
Right-Size Your Team
Instead of replacing warm bodies, we redesign roles that actually match your business needs and growth trajectory.
Hands-On Execution
Transform your vision into operational reality with hands-on execution that bridges the gap between planning and performance.
Scoped Projects
Deploy specialized expertise for complex initiatives that demand attention, deep domain knowledge, and flawless execution.
Meet the founders
Operational expertise from partners who understand your business.
Amanda (left) & Laura (right) on the USS Midway in San Diego for a benefits conference.
Amanda Wininger
Systems & Implementation
A 14+ year operations and HR leader who turns big ideas into executable reality, Amanda has built teams and systems in both startups and large corporations, giving her the agility to adapt to any business environment. Coming from a union family where her father, husband, and brother all worked in the trades, she understands the culture and values of traditional businesses from the inside out. Her strength lies in taking complex visions and breaking them down into actionable, doable plans that teams can actually execute. As a native Michigander, Amanda brings the Midwest work ethic and practical problem-solving approach that resonates with traditional business owners.
Amanda lives outside Detroit with her husband, Chris, and two children, and their dog Phyllis who sometimes is just a lot.
Laura García-Courrau
Operational Strategy
A 15+ year operations and HR veteran who isn’t afraid to get her hands dirty, Laura builds systems by working alongside the people who use them. As a three-time startup operator, she’s mastered the art of earning trust from warehouse floors to executive suites, helping organizations scale without losing their soul. Her strength lies in looking beyond what clients think they need to solve the actual problems, both the immediate crisis and the long-term opportunity. As a first-generation Cuban-American, Laura brings the work ethic and tenacity that traditional business owners recognize and respect.
Originally from Miami, FL, Laura now lives in Phoenix, AZ with her husband, Lee, three daughters, and three mischievious cats who are constantly eating her plants.
We founded Iconic People after seeing too many businesses struggle with the same operational challenges we’d solved in corporate. Traditional businesses deserve access to strategic expertise without having to sacrifice their independence or values.
At your service
We specialize in supporting traditional and legacy business in trade industries, bringing you the results and resources available to private equity and venture capital firms without selling out.
Trade & Service Businesses
- HVAC & Environmental Systems
- Construction & Building Services
- Plumbing & Water Services
- Cleaning & Maintenance
- Landscaping & Outdoor Services
- Solar & Renewable Energy Services
- Specialty & Niche Trades
Family-Owned Businesses
Multi-generational businesses that keep our communities running undergoing transitions, modernization, and growth while preserving their values and independence.
Growing Traditional Businesses
Established businesses ready to professionalize their operations without losing their soul or “becoming corporate”.
“They didn’t just replace our retiring employee, they transformed how we think about our entire back office. What we thought was a payroll problem was actually a strategic opportunity.”
Owner
Michigan-based commercial HVAC company
When a key employee retired, this family business was scrambling to maintain certified payroll compliance. We assessed their real needs, redesigned the role to provide strategic support beyond just payroll, and implemented systems that positioned them for growth. The result? A more efficient operation and an owner who finally has the support he needs to modernize his business.
Schedule a Call
Receive a free business audit during your consultation.