Exploring Life & Business with Meredith Jones of Sera Business Advisors

Today we’d like to introduce you to Meredith Jones

Hi Meredith, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I’m a third-generation entrepreneur, so business has always been in my blood. We’d sit around the family dinner table and talk about everything—homework, soccer practice, the state of our company’s receivables, just everything! My siblings and I even played “office” for fun when we were young. I think that’s why, even from the time I was 12 years old, I knew I wanted to have my own business someday. I just didn’t know exactly what it would be.

At the University of Tennessee (Go Vols!), I had no idea what to major in until an advisor asked me if I could do accounting—not if I liked it, but if I could do it. That question stuck with me. Accounting is the backbone of business, and I figured understanding it would open a lot of doors, so I went for it.

I spent several years at Deloitte, but to be honest, I hated auditing – I just wasn’t cut out for it. I loved the business and people side of things, so when I got the chance to move into human resources, I jumped at it. From there, I gained more responsibility across multiple practice offices and became a national instructor before leaving the firm to move into a senior HR role at Union Planters Bank. The bank’s subsequent merger with Regions gave me a ton of valuable experience.

When I had my first child, the merger’s conclusion meant my position was eliminated, but that turned out to be a blessing. I got to spend time with my daughter and work part-time with some friends, helping as a business advisor for their construction company. Later, I built out Avenue Bank’s HR infrastructure, then began an HR consultancy practice within Cowan Benefit Services. That’s when I knew I was ready to take the leap and start my own business.

Starting Sera Business Advisors was definitely a leap of faith. I had so many talks with my dad and other business owners whose perspective I trust. My dad’s advice—”You’ll never know unless you try”—really pushed me forward. And here we are, 10 years later, still going strong! Building a business that aligns with my values and allows me to be present for my family has been the most rewarding thing.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Overall, I’d say the biggest struggles were the practical, nuts-and-bolts business stuff that I didn’t have a ton of experience with.

I bootstrapped Sera from my PTO payout, which was only about $7,500—not exactly a huge war chest to get a business off the ground! Despite that, I was fortunate in many ways. Our initial rent was affordable and my former employer, Cowan, was generous in letting me take all my intellectual property and even some of the equipment. That got me off the ground without having to take out any loans.

Then I had to learn how to sell and price my services. Before, I didn’t have to worry about the money side of things. But once I was out on my own, I had to figure out the market rates, put together proper service agreements, and get the right insurance—it was a lot. For the first six to eight months, I didn’t take a salary. I was just focused on paying my small team and getting the business off the ground.

Even with the challenges, I had a strong foundation. I had built solid relationships and a reputation for doing good work, so a lot of our business came through word of mouth. That’s something I’m really grateful for.

One of the biggest motivations for me has always been my kids—I didn’t want to sacrifice their childhood for the sake of my career. So, while the journey hasn’t always been easy, it’s been worth it. We’ve never had to take out a loan. We’ve never been in the red. We’ve always been self-sustaining. I’m proud of that.

Alright, so let’s switch gears a bit and talk business. What should we know?
Sera Business Advisors is a management consulting firm specializing in Human Resources with a business-first approach. Sera fosters growth and strategic development through training programs, an extensive library of proprietary tools, and a deep understanding of business for emerging startups, middle market companies, and publicly traded companies. To learn more, visit seraadvisors.com. We appreciate your interest!

Is there any advice you’d like to share with our readers who might just be starting out?
I think the biggest thing is to really know yourself—your strengths, your weaknesses, and especially your tolerance for risk. Because at the end of the day, it’s all on your shoulders. Can you emotionally, psychologically, and financially handle the ups and downs of owning a business?

Make sure you’ve thought about whether you can handle it, and, just as importantly, make sure your family is on board with you, too. I’m fortunate to have had my husband, Andy, as my support system. He’s a CPA, so he took care of the financial details I don’t love, and he is always there to talk through decisions—not because we have to, but because we like to.

Another piece of advice: don’t get too hung up on having the perfect plan. You’ll never be fully ready, and waiting until everything is perfectly lined up means you might never get started. Sometimes you just have to take the leap and figure things out as you go. I didn’t have a detailed business plan when I started Sera; I just knew I wanted to create a business that aligned with my values and let me be present for my kids. That vision guided me more than any plan could.

That said, you do need to surround yourself with good advisors—people who know the things you don’t. If you’re not familiar with tax law, get someone who is. If you’re not great with tech, find someone who can help set up your systems. You don’t have to do it all yourself.

Lastly, don’t just take any work that comes your way. Be intentional about the kind of company you want to create. That ties into your culture, your values, and even whether you want to have employees or not.

At the end of the day, my philosophy is “My career is my responsibility,” and I want to be in a position without regret. I’d rather make a mistake than wonder, “What if?” So, I encourage you to take the plunge, but make sure you know yourself and have the right support along the way. It’s never too late to fly!

Contact Info:

• Website: https://seraadvisors.com/
• Other: https://www.linkedin.com/in/meredith-jones-seraadvisors/