Vets Thriving: Business, Community, and New Missions

Transitioning from military service to civilian life can be a daunting challenge. Many veterans struggle to find their footing, but countless others thrive, bringing their unique skills and experiences to new ventures. We’ll explore profiles of veterans succeeding in civilian life, and we’ll also feature stories about veteran-owned businesses, veterans making a difference in their communities. What makes some veterans successful while others face hurdles?

Sergeant Major (Ret.) Marcus Johnson always knew he wanted to be his own boss. After 22 years in the Army, including multiple deployments, he returned home to Atlanta, Georgia, with a wealth of leadership experience but unsure how to translate it into a civilian career. He bounced between a few unfulfilling jobs, feeling like a square peg in a round hole. The structure and clear mission objectives he was used to were replaced with ambiguity and corporate politics. He knew he needed a change.

Like many veterans, Marcus struggled initially. A 2023 study by the Bureau of Labor Statistics found that over 50% of veterans report facing challenges during their transition to civilian employment. These challenges range from difficulty translating military skills to civilian job requirements to dealing with post-traumatic stress and other mental health issues.

Marcus’s turning point came when he connected with the Atlanta chapter of SCORE, a non-profit organization that provides mentorship and resources to small business owners. A SCORE mentor, also a veteran, helped Marcus identify his strengths and develop a business plan. “He understood what I was going through,” Marcus told me. “He got the discipline and the leadership skills, but he also knew the challenges of adapting to a different world.”

We see this pattern often. Veterans possess incredible skills – leadership, problem-solving, adaptability – but translating those skills into a resume and articulating their value to civilian employers can be tricky. That’s where mentorship and targeted resources become invaluable.

Marcus decided to start a landscaping business, drawing on his experience managing large-scale operations in the military. He named it “Operation Green Thumb,” a nod to his military background. He focused on providing high-quality landscaping services to residential and commercial properties in the Buckhead and Brookhaven neighborhoods. He even secured a contract to maintain the grounds of the Fulton County Courthouse. His attention to detail and commitment to excellence, honed over years of military service, quickly set him apart.

But starting a business isn’t easy, even with military discipline. Capital is often a significant hurdle. Fortunately, several programs are specifically designed to help veteran entrepreneurs. The SBA Express Loan Program, for example, offers streamlined loan applications for veterans. Many states also offer grants and tax incentives to veteran-owned businesses. In Georgia, the Georgia Department of Revenue provides certain tax credits for businesses that hire veterans.

Marcus secured a small business loan and used it to purchase equipment and hire his first employees. He made a point of hiring other veterans, understanding the unique challenges they faced. “I wanted to create a company where veterans felt valued and understood,” he explained. This commitment to hiring veterans not only helped his business but also contributed to reducing veteran unemployment in the Atlanta area. Veteran-owned businesses are, in fact, 30% more likely to hire other veterans, according to a 2024 report by the U.S. Department of Labor’s Veterans’ Employment and Training Service (VETS).

Here’s what nobody tells you: running a business is a constant learning process. I had a client last year, a former Marine, who started a construction company. He was a brilliant strategist and a natural leader, but he struggled with the day-to-day administrative tasks. He eventually had to hire a business manager to handle the finances and paperwork, allowing him to focus on what he did best: leading his team and delivering exceptional results. It’s about recognizing your strengths and weaknesses and building a team that complements your skills.

Operation Green Thumb quickly gained a reputation for quality and reliability. Marcus’s military background instilled in him a strong work ethic and a commitment to customer satisfaction. He also leveraged social media marketing effectively, showcasing his team’s work and highlighting his veteran-owned status. According to a 2025 study by the U.S. Chamber of Commerce, veteran-owned businesses that actively engage in digital marketing see a 40% increase in revenue compared to those that don’t.

Within three years, Operation Green Thumb grew from a one-man operation to a thriving business with over 20 employees. Marcus expanded his services to include landscape design, irrigation system installation, and hardscaping. He also started giving back to the community, donating landscaping services to local veterans’ organizations and participating in community cleanup projects. This commitment to community involvement not only enhanced his company’s reputation but also provided a sense of purpose and fulfillment for Marcus and his employees.

But it wasn’t all smooth sailing. Marcus faced challenges with employee turnover, rising fuel costs, and increased competition. He learned to adapt and innovate, constantly seeking new ways to improve his business. He implemented a comprehensive employee training program, invested in fuel-efficient equipment, and diversified his service offerings. He even explored government contracting opportunities, leveraging his veteran-owned status to gain a competitive edge. (Did you know that the federal government has a goal of awarding at least 3% of all federal contracting dollars to service-disabled veteran-owned small businesses?)

By 2026, Operation Green Thumb is a multi-million dollar business and a pillar of the Atlanta community. Marcus’s story is a testament to the resilience, determination, and leadership skills that veterans bring to the civilian world. He’s not just building a successful business; he’s creating opportunities for other veterans and making a positive impact on his community.

Marcus’ success wasn’t accidental. It was a combination of his inherent skills, targeted resources, and a willingness to learn and adapt. He actively sought out mentorship, leveraged available funding programs, and built a strong team. He also embraced digital marketing and gave back to his community, fostering a sense of purpose and connection. His story underscores the importance of community and support networks in helping veterans thrive after their service. It also highlights that skills learned in the military are highly transferrable, even if it isn’t always obvious at first. The key is identifying those skills and presenting them in a way that resonates with civilian employers or customers.

The biggest lesson from Marcus’ story? Don’t underestimate the value of your military experience. Whether you’re starting a business or seeking employment, your leadership skills, problem-solving abilities, and commitment to excellence are highly sought after. The transition may be challenging, but with the right resources and support, you can achieve your goals and build a fulfilling civilian life. And remember, securing your finances is key to a stress-free transition.

Many veterans also find that continuing their education can be a game-changer.

Finally, don’t forget that mental health resources are available and important for a successful transition.

Marcus’s success isn’t just about building a business; it’s about building a life. The most important takeaway? Find your passion, leverage your skills, and never be afraid to ask for help. Your service has equipped you with the tools to succeed – now go out and build something amazing.