Shana Ryan worked in human resources for 15 years, but she considered reinventing the wheel as she returned to the workplace in 2017 after her youngest child entered kindergarten.
She thought she would try something different: real estate.
Ryan reached as far as planning to sign up for the exam when she looked at her husband and said, “Why I am doing this?”
She decided to stay with what she knew, but this time around, it would be with her own company: Conceptual HR Solutions.
She is president and CEO.
Her previous experience included HR supervisor for a pharmacy company that grew its workforce from about 25 to more than 700 in just a few years.
Ryan, 42, likened the experience to “drinking from a fire hose,” and one that proved to be “incredibly valuable.”
When she formed Conceptual HR, she brought in Leslie Willis, a former colleague at the pharmacy company, as senior vice president and managing partner. Combined, they have more than 40 years in HR services.
The company now has 10 employees and a growing client base, Ryan said. Its revenue nearly doubled in the past two years from about $230,000 in 2022 to $401,000 in 2024.
Conceptual HR provides all the services of a traditional HR division to small businesses.
It sets up and manages HR departments and payroll, ensures a business is HR-Compliant and streamlined, plans for growth, reduces the risk of litigation and handles unemployment and workers' compensation, claims, among other services.
“Anything that an HR director would do, that’s what we do,” Ryan said.
“The biggest thing we do (for clients) is mitigate risk,” Ryan said.
“We do that by managing payroll and making sure payroll laws are followed. We do that by creating employee documents, handbooks, employee agreements – anything HR-wise that companies need to protect their business and to protect their employees.”
Conceptual HR has contracted with clients who didn’t yet have employees but wanted to have an HR program in place when starting, as well as companies with more than 70 workers. They can take businesses with employees “into the hundreds,” Ryan said.
Conceptual HR has curated a list of referral partners, who can serve as a resource in areas from benefits and business development to marketing, business insurance and payroll.
Ryan called it a “giver mentality” that builds up a network of other business professionals “to provide the things that we don’t, to build ourselves as more than just HR, to be a true consultant. We want all of our businesses that we partner with to succeed, whether it’s clients or referral partners.”
The pandemic that started in 2020 was a pivotal point for the company, Ryan said, “because HR became very important.”
At the outset, “Nobody knew what they doing, and we were all in it together,” she said.
“We could help calm nerves and read through all the mandates that were coming out and do our best to help with temperature checks, and making sure people had masks, and make sure social-distancing was enforced.
“We became really close with our clients and got a lot of referrals and a lot of phone calls.”
The pandemic reinforced the growing reality of the hybrid workplace, allowing for a more flexible work environment.
Ryan works out of her home in Nocatee in St. Johns County. The entire Conceptual HR team is remote. They meet regularly via online calls.
Flexibility was high on Ryan’s list when she started the business.
“I was a working mom, and I wanted to do both. I wanted to be able to provide a company that complements the family,” she said. “We’ve definitely created a working environment where you don’t lose out on moments with your child.”
The company’s name reflects Ryan’s interest in cars. A concept car is a prototype vehicle showcasing new ideas in design and technology.
“That’s where ‘Conceptual’ came up,” Ryan said. ”It’s just a different way of doing it. There are not a lot that really partner with companies the way we do.”
The Legend: Jack Hanania Sr., Hanania Automotive Group: 'You create your own destiny. Story here
Coleman Lay, LAY Construction: A crazy idea turns into 'the only decision'. Story here
Rebecca Gonzalez, 1928 Cuban Bistro: From one restaurant to eight in six years. Story here
Sonya Morales-Marchisillo, Pinnacle Communications: Switching gears from cars to security systems. Story here
James Lang, Hardscape Construction: Customer relations, family are keys to success. Story here
Warren Fryefield, Community Disposal: Trash to treasure, finding success in waste. Story here
Lisa Gufford, Executive Suite Professionals: Finding her niche is providing office space. Story here
Darian ‘Jack’ Jackson, Dapper D’s Cigars: Finding fulfillment, making a place to unwind. Story here
Jenn Kjellman, JSK Marketing: Turning relationships into business success. Story here