Assisted by ASBTDC Lead Center at University of Arkansas at Little Rock
Consultant Nicolas Mayerhoeffer
Couple Cultivates Community in Conway
She loves books. He’s a coffee enthusiast.
They turned their individual passions into a shared business, Secret Nook Coffee & Books.
Parker and Renee Birchfield opened Secret Nook in November 2024 in Conway.
“We wanted to bring a place of relaxation and community to Conway that did not depend on screens. Parker’s passion for coffee and my passion for reading and education seemed like the perfect way to grow the community,” said Renee, a school teacher by day.
While they knew they wanted to put their business in Conway, the “City of Colleges,” selecting a location was a challenge.
Using Data to Choose a Location
While consulting with the Arkansas Small Business and Technology Development Center’s Nicolas Mayerhoeffer, they received market research about the area and its population, which includes 12,000 college students.
“The ASBTDC helped us by providing much-needed analysis of the city of Conway,” said Renee. “Using this analysis we were able to hone in on what the community likes to see in a bookstore café.”
Besides their location decision, Mayerhoeffer helped the couple refine their business plan and assisted them through the financing process. They also attended the center’s Startup Crash Course.
“The ASBTDC specifically helped us iron out and organize our thoughts, in addition to providing incredible data points for us to leverage into a more finalized business plan. Specifically, the demographic information was a huge help to us,” said Parker.
Following the Plan
Secret Nook is open six days a week. Parker manages day-to-day operations.
The shop hosts lots of special events, like book club monthly meetings, bingo nights, and poetry open mic sessions, to bring the community together. They offer Arkansas-roasted coffee, as well as an assortment of loose-leaf tea, and a curated selection of new and used books.
The Birchfields spent six months planning their business. Closing on their loan, which they used to purchase equipment and inventory, then building out the space took another three months.
“Owning a small business is a challenge in every sense of the word,” the first-time business owners said. Their advice to others thinking about starting a business is to plan but expect to adapt to situations that can and will change over time.
“Keep pushing, reach out for help. There’s tons of information and organizations out there that will help you with your process, especially the ASBTDC. Hiccups and issues are part of the package with planning and owning your own business. But with the right planning, team, support, and strategy you can make it happen.”
Visit the Secret Nook Coffee & Books Facebook page to learn more.
-Gwen Green, April 3, 2025