Her Story
About Penny
Penny Austad owns a roofing and remodeling company in New Richmond, Wisconsin. She has worked in the industry for 11 years after earlier experience in accounting and business roles at car dealerships and egg dealerships. Austad earned a bachelor's degree in business and gained accounting knowledge through on-the-job training. She has also completed sales training, operations training, general manager training, and installation training with a business coach to better support her team. Austad holds Shingle Master certification and maintains a contractor license through continuing education. She belongs to National Women in Roofing, St. Croix EDC, CertainPath, and local chambers. Austad advises moving fast and taking calculated risks while incorporating team feedback, and she encourages young women entering the field to ask questions without fear of behaving differently from traditional approaches. Her company supports community efforts such as Habitat for Humanity, VFW projects, Halos of the St. Croix Valley, Star Education Foundation, local school sports, New Richmond Center, and Osceola Medical Center, where she serves as board chair.
Her Interview
Ten minutes with Penny
01What’s the best career advice you’ve ever received?
Move fast and take risks, calculated risks. Sometimes the best outcomes come from things that you haven't over-analyzed. Take feedback from your team but if you feel it's right for the business, get them on board. The past owner moved ahead on decisions even when others were against it and it worked out great.
02What advice would you give to young women entering your industry?
Ask questions but don't be afraid to behave differently. A lot of people in this industry are stuck in the old ways, and don't be afraid to do something a little bit different.
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