Business is Simple From a Family Cottage Business to World Processing & Markets
Discover a Proven 3-Point Framework to Turn Chaos Into Structured Growth
From a Family Cottage Business to World Processing & Markets
This is not just a business book—it is a blueprint forged in real-world risk, relentless transformation, and hard-earned experience. It tells the candid story of a four-decade journey—my journey—from the security of a successful corporate career to the adrenaline-fueled chaos of building a thriving international business from a humble seafood company on Maryland’s Eastern Shore.
At thirty-one, I became the first CFO of Perdue Farms. Ten years later, at forty-one—and a father of five—I took a leap of faith. I walked away from corporate stability to pursue ownership, taking on the challenge of transforming 130-year-old Handy Seafood into a global brand.
The Business is Simple Framework
Continuously Develop Superior Products
Process at a Competitive Advantage
Develop Leads for Sales to Close
Chaos to Structure
What I inherited was not a well-oiled machine, but chaos. Resources were limited. Decisions were made with incomplete experience. Critical business functions had to be built from the ground up. For years, I lived with the constant feeling of being “always in the weeds.”
Does that sound familiar? Whether you’re a manufacturer, hospital leader, farmer, physician, or entrepreneur, the early struggle to create clear decision-making structure is universal. My goal wasn’t short-term success—it was longevity. I wanted to build a business that could be sustained, scaled, and passed down. That required intention, discipline, and clarity.
The Story of Two Reinventions
This book is part memoir and part practical manual, chronicling two critical reinventions.
Coast to Coast National Company
The first, guided by the Business Is Simple framework, transformed Handy from a seasonal, single-product soft-shell crab operation with one telephone line into a coast-to-coast national company. We invested in major operational upgrades, built a modern processing facility funded through bank financing, and achieved premium quality standards demanded by Japanese and European markets.
World Processing & Markets
The second reinvention was a matter of survival. Environmental changes drastically reduced domestic crab supply, forcing us to rethink everything. With no contacts and little more than a rumor, I booked a flight to Bangkok. That decision launched a series of challenging, sleepless, and often uncertain adventures across Thailand and India. Through cultural barriers and high-risk decisions, we established international soft-shell crab processing and later expanded into two additional product lines—crab cakes and pasteurized crabmeat—across multiple Asian countries.
About the Author
Terry Conway acquired sole ownership of Handy Seafood in 1981 and transformed the company from a small cottage operation into a prominent multinational brand, achieving annual sales of $60 million in 2024. He has served as Executive Chairman and Visionary since 2016, and in 2017 he transitioned operational control of the company to his five adult children, ensuring a strong family-led future.
Earlier in his career, Terry built a diverse and accomplished background in finance and strategy. He worked as a business adviser with Touche Ross, served as an investment analyst at Laird & Company, a Wall Street private equity firm, and held the role of Chief Financial Officer at Perdue Farms Inc. His academic experience includes lecturing on managerial accounting at Carnegie Mellon University and international marketing at Johns Hopkins University.
Terry holds a Bachelor’s degree in Business from the University of Notre Dame and a Master of Science in Industrial Administration from Carnegie Mellon University.
Beyond his professional achievements, Terry is an Eagle Scout, a U.S. military veteran, and a Kona Ironman finisher, reflecting his lifelong commitment to leadership, discipline, and endurance.
This book is a guide for anyone who believes extraordinary results are possible and achievable:
Aspiring small
business owners
ready to explore a whole new world of growth opportunities, including international expansion. This is a book designed to earn a permanent place on your desk.
Business managers
seeking practical, real-world guidelines for business makeovers and successful startups.
Aspiring entrepreneurs
who need hands-on advice for navigating unexpected obstacles and transforming chaos into clear, workable structure.
Family business owners
planning for longevity, with valuable lessons on successfully transitioning ownership to future generations.
Graduating business students
looking for a fast start and real-world application of core business principles.
How to Order
Speaker arrangements
Bulk orders 50-200
Contact: tc@terryconway-bis.com