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Growing up in foster homes in the Detroit area, Reynelda Hayes struggled to overcome what she calls 鈥測ou-can’t-make-it syndrome.鈥� For years she was 鈥渁fraid of success.鈥�

But through a mix of hard work and help from others, Hayes managed to start a successful flagging company that has worked on a number of major public projects in Oregon.

鈥淭his is me right here; this is my baby,鈥� Hayes, 53, said while in the nondescript All About Flagging office in Portland on Northeast Sandy Boulevard. 鈥淎ll my kids are grown. All my grandkids are basically grown. So it’s just me. This is my life right here.鈥�

All About Flagging was founded in 2014 and today is a regular subcontractor for Carter & Company; it also has performed jobs for Wildish Construction and Raimore Construction. All About Flagging has 29 employees, two trucks and a company car, and last year cleared $100,000 in payroll.

Hayes started flagging about 20 years ago. She previously raised four kids, working as a dental assistant, a certified nursing assistant, a housekeeper and a chef’s assistant. She worked for a few flagging companies that 鈥渨eren’t really making it,鈥� and underpaid her. One 鈥� Affordable Safe and Professional Flagging 鈥� folded after being for violations.

It was at Affordable Safe and Professional Flagging that Hayes met Carmen Cammon, who now takes care of back-office affairs for All About Flagging. Experiences at 鈥渄ramatic鈥� companies like Affordable Safe and Professional Flagging showed the pair how not to run a business.

鈥淚 said, 鈥業’m going to do the opposite of what they’re doing,’ 鈥� Hayes said.

There is more to flagging than just holding a sign, Hayes said. The business needs certification and the proper equipment. Flaggers need to use sunblock, wear comfortable shoes and drink plenty of water (but not too much). But most important is safety.

鈥�(Hayes) is hard on them about that,鈥� Cammon said.

Hayes credits many people and organizations with helping her enter the subcontracting world. The Oregon Association of Minority Entrepreneurs (OAME) provided initial support, including a few loans. Micro Enterprise Services of Oregon (MESO) helped her get insurance, and the Metropolitan Contractor Improvement Partnership (MCIP) taught her bidding and estimating. Hays has been mentored by Regina Gilbert of Raimore Construction and Tracy Edwards of Turner School of Construction Management. She got an extended line of credit from Albina Opportunities Corp. for $75,000, and then another.

But amassing the initial resources is often a barrier for entry. Starting as a subcontractor often requires hefty investments in machinery and certification. But overall, to learn and cheaper to get into than other specialties, said Amy James Neel, construction instructor with Oregon Tradeswomen Inc.

鈥淚t’s a really good pathway to the construction field because it is so accessible,鈥� she said.

Pre-apprenticeship work like flagging also looks good on a resume, Neel said. And it’s a good way to bide one’s time until an apprenticeship opportunity opens up, she added.

And a plus for Hayes is that the city of Portland and other governmental agencies in the area have goals for hiring women- and minority-owned firms for work on public projects. Nevertheless, construction startups often undercut other bidders to ensure they win work, said Chris Cross, MCIP’s construction development manager. Hayes acknowledged that starting out, she had to bid projects pretty tight. Now that she has a good reputation, she can make a little more money.

鈥淲e say your price gets you your first job; your performance gets you your second,鈥� Cross said.

In addition to public contracts, Hayes pursues private ones even though they aren’t as lucrative for flagging companies. She is quick to introduce herself on the street or pull over to hand a business card to a utility worker.

Hayes has even found ways to diversify her business. She runs a little safety supply store out of her office, offering full $200 kits for new employees so they don’t have to run around to different stores. She purchased a number of light plants for night work and rents them out. She writes traffic control plans, teaches flagging instruction, and even works as a flagger for other companies in her spare time. The money she pockets goes into her own business.

For flexibility, Hayes sometimes shares employees with other firms.

鈥淚’ve seen a lot of growth,鈥� said Mark Millage, co-owner of one of those companies, J&M Flagging. 鈥淏ut as well, she’s helped our company a lot. She gave us a lot of insight. And she’s a good person to work for.鈥�

To take All About Flagging to the 鈥渘ext level,鈥� Hayes is using an Individual Development Account to branch into thermal plastics. She says her business would be the area’s first minority-owned one to perform striping. All About Flagging will have a space at the MCIP Subcontractor Trade Show on Feb. 18 at the Oregon Convention Center.

Cammon said she has been inspired by Hayes’ work ethic.

鈥淭he success of her business is really important to me, and I’m really proud of her,鈥� Cammon said.

Hayes says she loves being the boss because she likes to help people. She likes seeing their faces when she tells them they’re hired, and knowing that their paychecks are helping them feed their families.

鈥淚 don’t just hire people so they can work for me,鈥� she said. 鈥淚 love working, and I don’t like working in an office.鈥�