From Service to Signage: How My Coast Guard Career Prepared Me for Franchise Ownership

Franchising Magazine USA | November 2025 Issue

By Steve Veda, Owner of True Install in Warren, Michigan

 

After more than 20 years in the U.S. Coast Guard, I never imagined I’d be running my own business in Metro Detroit. My path from managing emergency operations to installing signs may sound unconventional—but for me, entrepreneurship has been a natural extension of the skills, discipline and mindset that were forged during my military career.

 

Finding My Next Mission

When I retired from active duty in 2022, I faced the same challenge many veterans do: finding the next chapter that offered both independence and purpose. I wasn’t looking for just another job, I wanted to build something of my own. I had spent two decades managing people, coordinating responses and making tough decisions under pressure. Those experiences taught me how to plan strategically, manage resources efficiently and remain calm when everything feels urgent.

Initially, I explored opportunities related to my IT management and business analytics background, but nothing felt quite right. Then, a friend of mine who owns a True Install franchise in Novi, Michigan, made an unexpected suggestion. “Come dig holes with me,” he said jokingly. That was my introduction to True Install, a franchise that specializes in professional sign installation for local and national clients. The simplicity of the concept, combined with the flexibility of its mobile model, immediately appealed to me.

Soon after, I decided to take the leap and launch my own business with True Install Warren, which officially opened in January 2024.

 

Why Franchising Was the Right Fit

Starting any business can feel daunting, especially for veterans transitioning to civilian life. Franchising, however, provides a roadmap and a support system—something that felt familiar after years of following structured processes in the military.

With True Install, I didn’t need prior franchise or signage experience. Instead, I leaned on my leadership skills, and the training, tools and systems provided by the team to help me hit the ground running. The low-overhead model also meant I could start lean, manage my own schedule and scale at a sustainable pace.

The franchise model appealed to my problem-solving mindset. In the Coast Guard, success depended on preparation, teamwork, and adaptability, qualities that directly translate to entrepreneurship. In my first few months, I saw how quickly those principles helped me navigate client needs, unexpected challenges and the fast-paced demands of installation work.

 

Building a Business Through Relationships

One of the best parts of this journey has been the relationships I’ve built—both with clients and fellow franchise members. Joe, the friend who first introduced me to True Install, remains a trusted collaborator. We often share resources and insights across our territories. That collaboration is one of the unique strengths of this franchise model: it allows owners to operate independently while still being part of a network that values shared success.

Much like my time in the Coast Guard, where coordination between agencies was crucial, I’ve learned that strong relationships drive results. Every installation project, whether for a local small business or a national brand, requires communication, precision and teamwork. Seeing a project come to life and knowing I’ve helped a business make its mark in the community is incredibly rewarding.

 

The Power of Purpose and Flexibility

Running a business isn’t always easy—there are long days, unexpected challenges and moments of uncertainty. But grit and perseverance have been constants throughout my life. During my final years in the Coast Guard, I was stationed six hours away from my family and made the commute every weekend to stay close to them. That experience reinforced a core belief that has guided me as a business owner: resilience isn’t just about endurance, it’s about committing to what matters most.

What I appreciate most about owning my True Install franchise is the freedom to design my work around my life. As a father, I value the flexibility to spend time with my family while still growing a business that supports our future. My work has also allowed me to stay connected to my community, joining the local Chamber of Commerce and Midwest Sign Association has opened new opportunities to collaborate and give back.

For me, success isn’t just about profit margins, it’s about impact. Every sign we install helps another business stand out, tell its story and reach its audience. In that sense, I still feel like I’m serving a mission—just in a different way.

 

Advice for Fellow Veterans

If there’s one thing I’d tell other Veterans considering entrepreneurship, it’s this: don’t underestimate the value of your experience. The discipline, accountability and teamwork that helped you succeed in the military are the same skills that can make you a great business owner.

Franchising can be a powerful entry point because it combines independence with structure. You’re not starting from zero, you’re building on a proven model with the backing of people who want to see you succeed.

My journey with True Install is proof that with the right mindset and support, Veterans can thrive in business ownership and continue serving their communities long after their military careers end.