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How a Rural New Mexico Mattress Store Turned AI into Its Competitive Edge

November 10, 2026

From a small showroom in Alamogordo, New Mexico, Javier Casillas competes with national retailers using AI to give his lean team the capacity of a much larger one.

At a glance

Where a mattress still has to be tried

Nearly anything can be ordered online and delivered by morning, yet a mattress remains one of the few purchases most people still want to experience in person. Shoppers want to lie down, test the support, and feel confident before committing to something they will use every night for years.

That makes location matter. Live Well Mattress & Furnishings sits in Alamogordo, a high-desert city in southern New Mexico’s Tularosa Basin, a 1.5-hour drive from Las Cruces, NM. For families in Southeastern New Mexico, Live Well is a local resource for one of the most personal purchases they will make, in a region where the nearest alternative showroom can be a long drive away.

Serving that market comes with a unique set of challenges: 

  • A long sales cycle. A mattress is a significant, personal purchase, and most customers compare options for weeks before committing.
  • Few repeat buyers. A good mattress lasts for years, so Live Well is always working to reach its next new customer.
  • National competition. Large brands sell direct to consumers online, backed by marketing budgets no local store can match.
  • A lean team. Javier manages marketing, finances, and customer follow-up alongside the sales floor.

Through it all, he relies on the advantage every small business shares. “In this day and age, the only thing a small business has to compete with corporate entities is trust,” Javier says.

How Live Well Mattress & Furnishings puts AI to work

Javier deploys ChatGPT and Gemini as working agents across every corner of the business.

  • Personalized follow-up. AI keeps track of each customer’s earlier conversations, in the store and over the phone, and helps him draft follow-up emails in his own voice, centered on that customer’s sleep concerns.
  • Educational content. AI supports his YouTube channel, where he tests each mattress himself and rates it for back, side, and stomach sleepers.
  • Financial insight. He uses AI to analyze business performance, work through financial information, and plan ahead.
  • Everyday operations. AI handles meeting preparation and organizes information across Gmail and Google Drive.

His content follows one guiding principle: educate first. “Very rarely have I made a video just to sell,” he says. “That would break our trust building.”

My productivity has skyrocketed. Work that once required hours of research, analysis and preparation can now be completed much faster. It doesn't make the decisions for me, it helps me reach better informed decisions faster.

Javier Casillas Tweet

A sale from 1,000+ miles away

That approach once brought a call from Asheville, North Carolina. A couple had been studying Javier’s video reviews online and found themselves torn between two mattresses. Both were side sleepers, and both were convinced they needed something super firm.

Javier took the time to understand their builds, traded videos with them, and walked them through the fit in an hour-long video consultation. They chose the mattress that truly suited them, then posted a review praising an experience they never expected. That review went on to generate additional online sales.

Live Well Review 1
Live Well Review 5
Live Well Review 4
Live Well Review 3
Live Well Review 2

The results

Customers are finding Live Well, trusting it, and recommending it.

  • 12x growth in organic views, from about 100 a month to 1,200 a month
  • Up to 4x greater reach, with content that once drew 20,000 views now reaching 60,000 to 80,000
  • 159 five-star Google reviews
  • Better-informed customers, many of whom tell Javier his videos, posts, and reviews brought them through the door

The SBDC behind the story

Javier has worked with the SBDC at NMSU Alamogordo, part of the New Mexico SBDC network, since he first opened his doors. Center Director Trish Livingston has advised him through business planning, market research, marketing strategy, and the challenges of COVID.

The training. In 2024, New Mexico SBDC Executive Director Russell Wyrick selected Trish and other advisors with a strong interest in AI to attend the first AI U cohort from America’s SBDC. Working alongside SBDC advisors from across the country, she explored practical applications for businesses of every kind, from marketing to reviewing complex documents. She returned with sharper skills, greater confidence teaching AI, and a national network of peers to keep learning from.

The workshops. Trish put that training to work right away, launching AI for Small Business workshops in Alamogordo and Ruidoso and building AI into her marketing and financial management classes. “I wanted our clients to understand that AI wasn’t just for large companies,” she says. “It was something they could use in their everyday businesses.”

The partnership. With three decades of marketing experience and a long record of helping fellow business owners, Javier became a natural collaborator. He now co-teaches AI workshops alongside Trish, including sessions for Alamogordo MainStreet businesses. “Javier is what I would call an ideal client,” Trish says. “He’s always learning, he’s innovative, and he’s willing to share his knowledge and help others succeed.”

The advising. AI U has also strengthened how Trish serves every client. Research that once took weeks, such as a recent restaurant feasibility study, now takes about half a day. “AI doesn’t replace our experience,” she says. “But it allows us to research faster, ask better questions, and spend more time helping business owners make informed decisions.”

Why AI for rural small business matters

Rural small businesses often operate without the staff, budgets, and technical expertise available to their urban counterparts. Trish sees AI as the fastest way to close that gap. “Through SBDC advising and training, we can help these businesses catch up, become more competitive, and take advantage of technology that was previously out of their reach,” she says. “Javier is a great example of what’s possible.”

AI U is built to multiply that impact. Every advisor America’s SBDC trains returns to a local center, a roster of clients, and a community of small businesses ready to grow. 

Since 2024, AI U has certified 547 SBDC advisors, who have gone on to train 1,000+ more staff across their networks. Together, they have brought AI-specific guidance to more than 8,000 small businesses nationwide. 

In Alamogordo, one advisor’s training has grown into a workshop series reaching Main Street businesses in rural New Mexico, and a mattress store whose reputation now travels far beyond city limits.

Connect with an AI U-trained advisor ar your local SBDC. 

Super King Foods: A Family Legacy, Modernized in Stockton with NorCal SBDC and AWS

November 4, 2026

Keeping a Family Legacy Alive

For more than 30 years, Super King Foods has been the neighborhood grocery store for families across Stockton, California. When the founder retired, his children faced a choice: They could let the business go, or they could leave their corporate careers and keep it running for the community that depended on it.

They came home.

What they found behind the counter surprised them. The stores carried more than 15,000 products, and every invoice was still tracked by hand. The business their parents built still ran on paper.

The family brought the challenge to Les Fong, director of the San Joaquin SBDC, part of the Norcal SBDC Network. He connected them with AWS funding programs and AWS partner Minfy Technologies. Today, Super King Foods is modernizing its operations and using AI to take the manual work off its team’s plate.

The family never lost sight of the people who built the business with them. To celebrate its anniversary, the company gave each employee $100 for every year of service; its longest-tenured employee has been with them for 37 years.

Now they are thinking bigger. Super King Foods is preparing to sell nationwide through the Amazon Store and plans to open its third location in December 2026.

Northern California Small Businesses Show What AI Can Do

Super King Foods is one of many small businesses ready to put AI to work. In July, more than 50 of them applied to pitch their AI ideas at a competition hosted by Norcal SBDC in Cupertino, California. More than 160 people came to watch.

Each owner had to name a real problem in their business and show how AI could solve it. Every presenter walked away with a certificate and a direct line to advisors and AWS partners who can help them build it.

Cupertino Mayor Kitty Moore spoke to the crowd about how the city itself uses AI to work more efficiently. Her message to the entrepreneurs was a practical one. The tools they were pitching are already making a difference in their own community.

Where It All Starts

Both stories began the same way: a business owner talking with an SBDC advisor they already trusted. The advisor knew the business. The connection to AWS, its funding programs, and its partners supplied the technical help to move from idea to results.

That model is spreading. SBDC networks in North Texas, Connecticut, Nebraska, Kansas, Maryland, North Carolina, and beyond are now exploring AI workshops, pitch competitions, and training for the businesses they serve.

Ready to explore what AI could do for your business? Find your local SBDC. 

SBDC Clients Dominate the SBA’s Million Dollar Pitch Competition

October 28, 2026

The U.S. Small Business Administration recently hosted its historic Million Dollar Pitch Competition—also known as the Patriot Pitch Competition—bringing together the most innovative and resilient small businesses from across the country. As part of the national Freedom 250 celebrations, a total prize pool of $1 million funded by Clover Network, Inc. was awarded to five exceptional companies.

Watch on YouTube
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We are incredibly proud to announce that the SBDC network left a massive footprint on the national stage. Nearly all of the top five finalists are long-term clients of America’s Small Business Development Centers, demonstrating how local mentorship and technical assistance translate directly into hyper-scale growth and national recognition.

Here is a closer look at the SBDC-assisted businesses that captured the attention of the judges—including Nicki Minaj, Grant Cardone, and Joe Gebbia—and walked away with life-changing funding.

The SBDC Success Stories

🏆 Grand Prize Winner ($400,000)

Plas-Tech Tooling, Inc – Garner, Iowa

Long before Plas-Tech Tooling became a premier manufacturing entity in Iowa, founders Dean and Marcia Sonquist were entrepreneurs looking for a solid blueprint. They turned to the North Iowa Area SBDC, working closely with advisor Brook Boehmler. The SBDC helped them draft the initial, rock-solid business plan that successfully secured their very first bank loans. Decades later, that foundation powered them all the way to the top spot in the country, earning them the $400,000 grand prize from SBA Administrator Kelly Loeffler.

🥈 2nd Place ($250,000)

Winton Machine Company – Suwanee, Georgia

Lisa and George Winton have built Winton Machine Company into a manufacturing powerhouse, but their scaling journey was supercharged by the University of Georgia SBDC. When the company wanted to expand globally, SBDC advisors guided them through the complex regulatory and contractual waters of their very first international trade contract with South Korea. Additionally, the Wintons utilized the SBDC’s specialized executive training programs like GrowSmart™ to continually refine their operations.

🎖️ 4th Place ($125,000)

VetPowered LLC – San Diego, California

For VetPowered, a veteran-owned advanced manufacturing firm, the San Diego & Imperial SBDC Network has been what founder Hernán Luis y Prado explicitly calls a “battle-tested partner.” VetPowered utilized intensive 1-on-1 SBDC counseling to navigate the complex pathways of securing crucial SBA 504 and 7(a) loans. The SBDC also provided the critical legal and operational guidance needed to secure their 8(a) federal contracting certification, positioning them to win massive government projects.

🎖️ 5th Place ($75,000)

Compotech, Inc. – Brewer, Maine

Compotech, a defense manufacturer specialized in blast protection and composite materials, has long been recognized for its local economic impact. Their path to the national stage was paved by local advocacy; they were officially nominated for their regional SBA accolades by Jennifer Boutin, an advisor from the Maine SBDC network. Their $75,000 win highlights the deep, ongoing relationships between local SBDC advisors and the high-growth tech sectors they support.

Your Small Business is Next

The sweeping success of these companies at the Million Dollar Pitch Competition is proof that you don’t have to navigate the entrepreneurial journey alone. Whether you are drafting a business plan like Plas-Tech Tooling once did, expanding globally like Winton Machine, or seeking federal certifications like VetPowered, your local SBDC provides the nocost consulting and low-cost training required to win.

The special broadcast event, hosted by Dean Cain, is currently available to stream on YouTube and Prime Video. Watch our incredible clients shine, and then take the next step for your own business.

Ready to write your own success story? Find your local SBDC advisors and resources today!

 

From Roadside Oasis to Retail Shelves: Stephanie Stuckey Brings Her Family’s Brand Home

October 21, 2026

With support from the UGA Small Business Development Center, Stephanie Stuckey is rebuilding the nearly 90-year-old brand her grandfather founded.

The Original American Road Trip Stop

For generations of American families, a Stuckey’s sign on the highway meant it was time to pull over. Founded in 1937 by W.S. Stuckey Sr., Stuckey’s was the first roadside retail chain in the country, a highway oasis offering a hot meal, a tank of gas, clean restrooms and a shelf full of kitschy souvenirs. 

At its peak in the 1970s, the company operated over 350 stores in 40 states. It ran its own candy plant, distribution facility and trucking fleet, along with a billboard company that placed 4,000 signs along America’s highways. A road trip was not complete without Stuckey’s signature pecan log roll.

The founder eventually sold the company, and after decades of outside ownership, the brand declined. Stores closed, and many of the iconic buildings were left empty along the roads they once anchored. By the time Stuckey’s came up for sale, only about a dozen original stores remained.

A Call to Come Home

Stephanie Stuckey had built her career in public service. She served for many years as a Georgia state representative, practiced as an environmental lawyer and led sustainability efforts for the City of Atlanta. Then, seven years ago, she received a phone call: The company her grandfather had started was in distress and up for sale.

Stuckey invested her own life savings to bring the family business back. “It has been fun, but it’s been really hard,” she said. “Anyone who runs a small business knows that.”

From Roadside to Retail

With only a handful of stores left, Stuckey knew the brand needed a new way to reach customers. She moved the company into manufacturing and shifted its focus from the roadside to the retail shelf.

“Businesses are all about making changes, and that’s the beauty of being a smaller business,” she said. “You can be a little more nimble.”

Today, Stuckey’s produces flavored pecan snacks and candies and sells directly to retailers ranging from independent mom-and-pop shops to larger chains, with partners such as Food Lion and Bellews Market. Sales have grown from $2 to 8 million. The company works hand-in-hand with Georgia pecan growers and shellers to bring fresh, Georgia-grown products to market. Pecans are the only snack nut native to the United States, and Stuckey proudly calls them “the patriotic nut.”

Stronger Together

Not long after she took the helm, Stuckey received another phone call, this time from Steve Newton, a consultant with the University of Georgia Small Business Development Center (UGA SBDC) in DeKalb County. Newton knew her father and had read about her plans for the company.

“He just called me one day and said, ‘Hey, I know your dad. I read about what you’re doing. How can I help?'” Stuckey recalled.

Stuckey is quick to credit the network of people behind the brand’s revival. “We could not do this without the support of SBDC, without our customers, without those retailers that sell our product, without the growers,” she said. “It’s a whole network, and it’s a network of other small businesses.”

That network reaches well beyond a single company. Every bag of Stuckey’s pecans supports Georgia farmers, shellers and the independent retailers who stock them, keeping dollars and jobs in American communities. In the 1970s, Stuckey’s built community one roadside stop at a time. Today, it is rebuilding that community through partnerships.

“The entrepreneurial journey can be very lonely,” Stuckey said. “But you’re not alone.”

Her advice to new business owners reflects that same spirit: 

  1. Build a small, deliberate network of personal advisors who are truly on your side. 
  2. Watch your cash flow closely
  3. Treat every hard situation as a chance to learn something.
Looking Ahead: Celebrating 90 Years of Stuckey's

As Stuckey’s approaches its 90th anniversary in 2027, the company is positioning itself for its next chapter. Stuckey’s is moving its manufacturing to a facility operated through a joint venture partnership, a change that will reduce overhead and strengthen the business for long-term growth.

Technology is part of that plan. Stuckey already uses AI for production planning and is exploring how it can streamline inventory management next. “If you’re not using AI, you’re way behind the curve,” she said.

From its first roadside stop in 1937 to today’s store shelves, Stuckey’s has always been part of the American story. With a committed entrepreneur at the wheel and the right advisors in her corner, that story is far from over. 

Turning the Page: Main Street Books Begins a New Chapter with North Dakota SBDC Support

August 12, 2026

For nearly 20 years, Main Street Books has been integral to the heart of downtown Minot, North Dakota.

In June 2025, longtime manager Lindsey Bertsch began thinking seriously about what it would take to carry that legacy forward. After 14 years working at Main Street Books, she knew the business from the inside out. She understood inventory cycles and customer preferences. More importantly, she understood what the store meant to the community.

Bertsch describes Main Street Books as more than just a bookstore, viewing It as a community hub, gathering space, music venue, and so much more.

Preparing for the Transition

Encouraged by local contacts, she reached out to the ND SBDC Minot office. Working one-on-one with Center Director Alan Gohary, Bertsch focused on turning her experience and vision into a formal business strategy.

Together, they developed a comprehensive business plan that outlined her goals and demonstrated the store’s viability under her leadership. Detailed market projections and cash flow forecasts provided the financial clarity needed to move forward. The process helped her shift from having an idea to presenting herself as a prepared, credible buyer.

That preparation proved critical. Using the business plan and financial projections developed with the ND SBDC, Bertsch secured a loan from Town and Country Credit Union, along with private funding to complete the acquisition. On November 1, 2025, she officially became the owner of Main Street Books.

"Getting help on a business plan from the SBDC was integral to securing funding to purchase and grow the bookstore."

Lindsey Bertsch, Owner, Main Street Books Tweet

Her path from long-time employee to owner reflects both her commitment and strategic approach. Years of hands-on experience gave her insight. Structured planning gave her confidence. As a young woman business owner, she is also part of a growing generation of entrepreneurs shaping North Dakota’s small business landscape.

Working with the ND SBDC made the idea a reality, and having a sound plan is important to any new venture.

Shaping the Next Chapter

Today, Main Street Books continues to grow while staying true to its culture and mission. With strong support from the Minot community, Bertsch is expanding the store’s offerings. Plans are underway to launch a deli and café, creating even more space for conversation, collaboration, and connection.

For Bertsch, ownership is both a responsibility and an opportunity. What began as a job years ago has become a long-term investment in the place she helped build. Now, she is not only preserving a downtown institution but also shaping its future.