Assisted by University of Arkansas, Fayetteville ASBTDC
Consultant Lori Lieblong
Guidance Helps Wiginton Make Donut Shop Her Own
Alicia Wiginton purchased Red Barn Donuts in Rogers in March of 2021, eager to serve the community and grow the business.
Before taking on the donut business that had been under previous ownership for 14 years, Alicia sought help from the local Arkansas Small Business and Technology Development Center in Fayetteville.
ASBTDC business consultant Lori Lieblong guided Alicia through understanding market research, writing a business plan, creating financial projections, and applying for and securing a loan. Since then, Lieblong has continued advising Wiginton about taking over the business and strategizing for new growth.
“The ASBTDC helped by making valuable industry information available, which allowed me to make a more educated decision about purchasing the business. I love the availability of Lori and her willingness to offer sound advice and her work coordinating different resources and collaboration with other professionals. Lori has become my go-to person to navigate the planning of my business,” says Alicia.
Once they’d completed that foundational work and had the business running smoothly, Alicia and Lori decided that the next step should be to ramp up marketing. Lieblong connected Wiginton with the ASBTDC consultant who specializes in social media and marketing, with the goal of differentiating Red Barn Donuts in the minds of consumers.
“Our donuts are made by hand using original recipes, and we are a locally, family-owned business, not a chain or a franchise,” said Alicia. “Our objective is to make everyone feel like a part of this family when they walk through our red barn doors. That’s what sets us apart.”
ASBTDC’s array of consulting services helped Red Barn Donuts update its branding and social platforms, all while keeping the hometown feel intact.
One recommendation was for the Red Barn team members to watch the center’s smartphone photography webinar and practice creating high-quality social media content on their own.
ASBTDC also analyzed the donut shop’s social media accounts and offered guidance for content and aesthetic changes to Red Barn’s current pages, as well as sharing social media general best practices to follow. On the back end, ASBTDC showed Alicia how to implement search engine optimization tools and analytics platforms that will increase Red Barn’s web presence.
“If you are not aware of the wealth of resources that this program offers, you are really missing out. From initial development of an idea to business planning, from operations execution to all the resources, I have gotten so much support from the center. I’ve also been able to make great connections with professionals who really know what they are doing and can offer valuable input and education to improve my business,” said Wiginton.
July 6, 2021
