BACKGROUND
Mina Feuerhaken is part of the fourth-generation in her family to farm pistachios in the Central Valley. Her business idea of starting a retail nut bar grew out of an experiment she tried with her boyfriend Brody for Christmas 2009. They took orders for pistachios from family and friends and put together 200 packages out of their home. Immediately after getting engaged and confirming wedding plans, a preferred location came up for lease in downtown Santa Cruz.

CHALLENGES
Mina and Brody had no retail food experience, so they contacted the Central Coast SBDC and began working with SBDC Business Plan Advisor Keith Holtaway in late 2010 to discuss their plans and learn to run their new business.

ACTIONS
Holtaway reviewed their draft business plan, startup costs, and potential lease terms.He ordered the SBDCNet report to gain further food industry information. The location was analyzed in detail and the lease reviewed to complete the Letter of Intent and discuss tenant improvements. The clients were advised on all lease negotiations, permits, equipment, operations, insurance, marketing and staffing.

RESULTS
As a result of Holtaway’s assistance, the business plan was completed, the lease was negotiated and signed in December of 2010, and Brody began the tenant improvements build-out to save money. Due to the difficulties with bank financing for new businesses, the owners provided their own start up investment with the help of their family. Other SBDC Advisors were consulted for possible financing, staffing set up, and the POS and inventory/bookkeeping system. The Feuerhakens enjoyed their wedding, and the business was ready to open at the end of April, with the ribbon cutting and grand opening in May 2011.

“Keith Holtaway gave us clarity, much needed moral support and a little push we needed in making decisions. He was available to us anytime we needed him and introduced us to his large network. It was nice to share our experience with someone who has already gone through the process in order to avoid big and costly mistakes.”

Santa Cruz Sentinel Article: http://www.santacruzsentinel.com/ci_18285085?IADID=Search-www.santacruzsentinel.com-www.santacruzsentinel.com
Patch: http://santacruz.patch.com/articles/santa-cruz-gets-nutty
Good Times Story: http://www.goodtimessantacruz.com/santa-cruz-restaurant-reviews/2558-the-nutty-gourmet.html

Nut Kreations
Mina and Brody Feuerhaken
831-431-6435
info@nutkreations.com
http://www.nutkreations.com/
http://www.facebook.com/NutKreations
104 Lincoln Street
Santa Cruz, CA 95060