Waukesha Chamber Top 10 Businesses: The Schroeder Group
The Schroeder Group is a Waukesha County law firm. It is not a Waukesha branch of a downtown Milwaukee firm or a west-side satellite of a huge conglomerate. The decision by Stuart Schroeder, the firm’s president, to locate The Schroeder Group in Waukesha is a testament to the firm’s commitment to Waukesha County small businesses.
"Our clients are out here," Schroeder said. "It makes sense that we be located where it is most convenient for them, and where we can stay on top of issues that affect them directly."
The commitment to Waukesha County is just one of the reasons The Schroeder Group was selected by the Waukesha Area Chamber of Commerce as the "Top Small Business of the Year" from a group of 10 finalists for the annual award.
Stuart Schroeder was a typical commuter before he founded The Schroeder Group in 1998. He lives in Pewaukee but each day made a 28-mile commute east on Interstate 94 into downtown Milwaukee, where he worked for the firm then known as von Briesen Purtell and Roper. But his motives for opening a law firm in Waukesha were deeper than commuter burn-out. He had his clients in mind.
"It’s much easier for clients out here to visit us here than go downtown," Schroeder said. "When I worked downtown I had to go to Waukesha at least three days a week to visit clients."
So in January 1998, The Schroeder Group opened in Waukesha with a staff of four attorneys and three secretaries. Today, the staff has grown to 12 attorneys and three paralegals, and the firm recently expanded its office.
Because the company started out and remains small, attorneys can relate well to their clients, who tend to be entrepreneurs, he said. The firm is selective in its hiring, as employees must understand the entrepreneurial spirit, Schroeder said.
"We’re entrepreneurs who represent entrepreneurs," he said. "It’s easy to put myself into the shoes of a client because I’m an entrepreneur too. Closely held companies are our bread and butter."
The commitment to hiring top-notch employees is summed up in the firm’s two rules – create the best atmosphere possible, and "no creeps allowed."
"Success starts with our staff," said Sandy McGee, whose official title is office administrator but whom Schroeder calls the firm’s "CEO." "We hire good people, and we keep them because we provide a great working environment."
Employee perks include flexible hours, free parking, proximity to restaurants and an overall convenient location, since many of the firm’s employees live in Waukesha County. Support staff members rotate Fridays off so that everyone gets a three-day weekend once a month.
The Schroeder Group recently attracted and hired attorney John Yentz, who had worked with Schroeder at von Briesen. In fact, Schroeder had been involved in hiring Yentz at von Briesen 20 years ago and has been trying to recruit him for years. Yentz has a background in finance, and his area of specialization is franchise law, so he brings to the firm expertise that it didn’t have before he was hired, Schroeder said.
In addition to being experts in their fields, Schroeder Group employees also must adhere to the six ethical principles of the International Society of Primerus Law Firms, of which The Schroeder Group is a member. Primerus members are screened for and swear to adhere to the principles of integrity, excellence of work product, reasonable fee structure, professional education, civility to bench and bar, and community service.
The firm’s commitment to community service is evident in the roster of organizations in which its employees participate: Food Pantry of Waukesha, Waukesha County Senior Services, La Casa de Esperanza, Waukesha County Economic Development Corp., Wisconsin Adopt-a-Highway program, Town of Delafield Fire Department, Elmbrook County Humane Society, MACC Fund, area churches and the Waukesha Area Chamber of Commerce.
Schroeder believes Waukesha County is one of the best, if not the best, areas for small businesses to thrive. He points to the county’s high standard of living, its convenient location just off I-94 between Milwaukee and Madison, and general political stability.
"What we have here in Waukesha is excellent, especially when you compare it with the problems they have in Madison and Milwaukee County," Schroeder said. "Political infighting, fighting in state government and budget issues really get in the way of attracting and expanding businesses."
The firm’s primary challenge during these tough economic times has been dealing with the fact that some of its clients, mostly small manufacturing companies, have put discretionary legal spending on hold in the process of tightening their financial belts. Because some of its regular clients cut back on legal spending, The Schroeder Group had to expand its client base, reaching out to medical practices, service firms and other manufacturing companies.
"Our major competitors are larger firms," Schroeder said. "We bill ourselves as an alternative."
Long-term relationship building helped the firm increase its client base. Most of its new clients were referrals from other professionals or clients. The Schroeder Group has built a reputation for itself in Waukesha County, and other businesses want to spread the good word.
"You have to work hard for your clients," Schroeder said. "That’s why I’m in everyday at 5 a.m. My clients have my direct line, and they know they can get a hold of me."
Company name: The Schroeder Group, Attorneys At Law
Location: 20800 Swenson Dr., Waukesha
Year established: 1998
Type of business: Law firm
Main products/services: Legal services to closely held and family businesses
Number of employees: 26 full-time
Business words of wisdom: "To be successful in a small business you have to work very hard. Provide the services you say you’re going to provide."
June 27, 2003 Small Business Times, Milwaukee
