Behind the Scenes of Starting and Scaling a Business

Poised for Exit

In this episode of Poised for Exit, we sit down with Erica Haataja, owner of Nordic Shine LLC to uncover how she and her husband built a refined construction-site cleaning business that thrives on purposeful systems and real connection.

Erica breaks down Nordic Shine’s standout services - whether it’s post-construction clean-ups for commercial sites or recurring maintenance plans. She highlights their edge: genuine communication, detail-oriented work, and a values-driven approach to hiring that ensures trust and performance.

As a female entrepreneur in a male-dominated field, Erica shares how involvement with the Association of Women Contractors helped her overcome imposter syndrome and affirm her worth - including learning to say “no” when a job doesn’t align with her standards.

Looking ahead, Erica outlines a strategic growth vision spanning the next three to five years: cultivating steady recurring contracts in multi-unit and commercial spaces, building a pipeline of high-caliber cleaners, and systemizing operations with checklists and streamlined workflows.

Her psychology background also plays a powerful role in her leadership. She uses emotional intelligence and humor to connect with crews, defuse tension on-site, and handle tough moments with poise and professionalism.
This episode gave you a true look behind the scenes of starting and scaling a business - proof that ambition, systems, and heart make all the difference.

Contact Erica at [email protected]

Connect with Erica here

Find Nordic Shine, LLC here

Connect with Julie Keyes, Keyestrategies LLC
Founder, Consultant, Author, Pod-caster and Instructor