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Name: The American Flag Company

Type of business: Installs flagpoles and makes flags, signs, and banners

Address: 1945 Route 22 West, Union

Telephone: (908) 686-9400

Web site: Under construction

Number of employees: 11

Founded: 1989

Hours: 8:30 a.m.-5 p.m.

Top officers: Lauren Liberatore, president; Pat Liberatore, vice president; Joseph Losito, second vice president

How would you describe your business?

"We are a small business catering anyone from the homeowner to municipalities. We do a lot of work for municipalities. We install flagpoles for homeowners, businesses, and municipalities. We also make and sell flags and banners," said Pat Liberatore, vice president. "We also make banners and signs. If a religious organization has an event, we make banners for them. A lot of people will order 'welcome home' banners when their kid comes back home from military service. We'll put their picture on the banner."

What makes your business special?

"Everything is customized. We do everything right here in the shop. The customer comes right here with an idea. We put it on paper and have a finished product. We do everything in-house. We do the designing, the graphics, the printing, and the installation. We also will work with the customer on price -- we don't want to turn anyone away."

What goals do you have for the business?

"Our goal is to keep the customer satisfied. We are trying to grow -- but not too fast."

How has your business changed?

"In today's economy, people are more careful and not purchasing as much as they did five years ago and we are trying to accommodate them by cutting prices a bit, but still keep the business going."

What was your most important deal?

"We do a lot for towns. Downtown Newark is one of our biggest customers. We do Union, Irvington. We pride ourselves on the quality of our work, and that results in repeat business."

What changes do you expect in the next 10 years?

"Hopefully the economy will pick up and there will be more jobs and the towns will come back to where they were five or six years ago, making the towns look nicer with decorations to advertise their businesses in town. Hopefully that will happen, but that isn't happening overnight."

What is the most important thing you've learned in your business?

"Customer satisfaction -- to give the customer what they want. You have to be a good listener. You have to be honest with them. If they want something that can't be done, I'll give them an alternative to work with."

What advice would you give to someone considering your line of work?

"The need to have good people skills -- to be able to talk to people. They need background and classes in graphic designing. And they also should take a business course. If you don't have a business plan, you can fold up pretty quickly."

Is there anything else you would rather be doing?

"No. My wife tells people I'm probably the only one she knows who on Sunday night can't wait to get to work on Monday. And I enjoy it. I enjoy every day, although we start at 8:30 a.m. I'm here from 6:30 a.m. to 6 p.m."