We caught up with the brilliant and insightful Orly Alshech a few weeks ago and have shared our conversation below.

Orly, appreciate you joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

My journey started over 10 years ago when I began working as an office manager. That role gave me a deep understanding of how a roofing company truly functions from scheduling jobs and handling paperwork to supporting the crews and learning the business from the inside out. Over time, I took on a supervisor position, which allowed me to step out of the office and into the field.
There, I gained hands-on experience coordinating projects, managing teams, and ensuring that every job met the highest standards.

As I continued to grow, I eventually moved into managing the entire company’s operations. I handled inspections, built relationships with suppliers, supported workers, and oversaw the workflow from start to finish. This progression taught me every layer of the roofing business, and it shaped the way I serve my clients today.

Now, I provide full-service roofing solutions from repairs and maintenance to complete re-roof projects. What makes my approach different is that I don’t just offer a service; I offer guidance, transparency, and peace of mind.
I understand how stressful roofing issues can be, so I focus on clear communication, honest recommendations, and quality workmanship. Clients trust me because they know I’m involved at every step, ensuring their roof is safe, durable, and built to last.

Orly, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I was always drawn to the construction and roofing field, honestly, it was my dream from the beginning.
Even before I officially entered the industry, I was fascinated by how projects come together, how structures are built, and how important a strong, reliable roof is for every home and business. Most homeowners focus on the foundation, but in my view the roof deserves equal respect. it’s the barrier that protects you and your belongings from rain, wind, sun, and everything else nature brings.
That interest eventually pushed me to take the first step more than 10 years ago, starting in an office manager role so I could learn the business from the ground up. What began as curiosity and passion quickly grew into a career that I truly love.

Many of the issues I solve for clients are things they aren’t aware of until we open up the roof. For example, I’ve had clients who believed their plywood was in good condition, but once we started the demo and exposed it, we found severe deterioration that couldn’t be seen from the outside. I also had situations where leaks were coming from an AC platform the client didn’t realize was causing damage. These are the types of hidden problems that only become visible during the re-roofing process.

That’s why I always explain everything to my clients beforehand especially the plywood situation. I make sure they understand that until the old roof is removed, we can’t fully know the condition underneath. My goal is to keep the process transparent, honest, and stress-free, so clients feel informed and prepared every step of the way.

Can you share a story from your journey that illustrates your resilience?

One story that really reflects my resilience happened during a re-roof project where everything seemed straightforward at first. The client believed the roof structure and especially the plywood—was in good condition.
Before starting, I explained to them, as I always do, that we can’t truly know the state of the plywood until we remove the old roof.

Once we began the demo, we discovered that not only was the plywood severely damaged, but there was also hidden leaking coming from an AC platform the client didn’t even know was an issue. The situation became far more complicated than anyone expected.

I explained the findings, walked the client through every detail, coordinated the repairs with the crew, and made sure the roof was rebuilt safely and correctly.

That experience reminded me why resilience is so important in this industry. Things don’t always go as planned, but staying honest, prepared, and focused on solutions is what helps clients feel supported and keeps the job moving forward.

How did you put together the initial capital you needed to start your business?

Funding my business wasn’t something that happened overnight.
When I decided to start my own roofing company, I didn’t have all the capital I needed upfront. I relied on a combination of personal savings and the support of my partner and family, who helped as much as they could to get the business off the ground.

Even with that support, I started small and focused on smart, careful planning.

There were definitely moments when funds were tight, but I stayed disciplined and committed to my vision.

Contact Info:

• Website: https://www.modernsolutionroofing.com/
• Instagram: https://www.instagram.com/modernsolutionroofing/?next=%2F
• Facebook: https://www.facebook.com/profile.php?id=61578422497388
• Linkedin: https://www.linkedin.com/feed/?skipRedirect=true
• Twitter: https://x.com/home
• Youtube: https://www.youtube.com/
• Yelp: https://www.yelp.com/biz/modern-solution-roofing-santa-clarita-2

Image Credits

Melida Flores Robles – SRS