San Mateo SBDC
Thistle & Tonic
“I feel like Vivian really helped me with getting my mind right and not giving up. They were a huge help in organizing my business plan, which was a big thing. For example, Ben helped me file my LLC; I probably would have messed that up if I didn’t have him. But I think the most helpful thing was their support in getting the language right for my business. I recommend the SBDC to everyone—I really do. I tell people all the time: I couldn’t have done it without them.”
About Business
Thistle and Tonic LLC is a retail wellness bar and boutique in Pacifica, California, specializing in a highly curated selection of non-toxic, herbal beauty products. The owner, Yvette Cotter, focuses on creating a “One-Stop shop” for clean beauty, where she vets brands and ingredients to simplify choices for customers. She is a Certified Holistic Nutritionist and has taken numerous herbal classes, which have given her the expertise to vet products and eventually offer personal nutrition coaching and workshops. The business model extends beyond just retail. It also serves as a community space, hosting three to four workshops and events per month.
The owner, Yvette Cotter, was inspired to start Thistle and Tonic LLC primarily out of a personal need for a simplified and trustworthy wellness routine. The initial product idea was born from Yvette’s personal hobby during COVID-19, where she made small batches of herbal teas and mushroom tinctures. Yvette felt overwhelmed by the number of options in the beauty and wellness market. She wanted to offer curated, high-quality, non-toxic products, so customers could trust the selection without having to research every ingredient themselves. After successfully selling out at early pop-ups, she was inspired to formalize the business into a dedicated space where people could feel comfortable and welcomed.
Challenge
Yvette Cotter’s biggest challenge in starting her business was overcoming uncertainty and fear, as her brain constantly told her she “couldn’t do it” and wasn’t ready, which was concerning, especially given the fast-paced timeline and the need to secure funding. This internal struggle was compounded by numerous external challenges, including: the critical need to secure a significant loan for the retail location; navigating complex legal documents and confusing for-profit agency mailings; understanding the detailed terms of leasing a space, such as ADA compliance and potential tenant delays; mastering financial management to create accurate sales projection spreadsheets and track startup expenses; and implementing a robust marketing strategy to build visibility and drive sales after opening. Yvette credits her counselor, Vivian, with helping her manage her worry and navigate these complexities, noting that without the support, the process “would have taken a lot longer” and resulted in “a lot of mistakes.”
Gameplan
Yvette received the combination of one-on-one advising sessions with Vivian and Ben, as well as attending the Access to Capital workshop earlier in the year. The one-on-one advising provided crucial support, with the most important element being clarification and guidance on official business documentation and processes. Specifically, the counselors helped Yvette distinguish between official government forms and confusing third-party mailings, which could have otherwise led to unnecessary fees or compliance errors. This direct, personalized guidance protected her from potential scams and fostered confidence in her business decisions. The Access to Capital workshop provided the initial framework and education needed to successfully navigate the funding landscape. While the direct application support came later, the workshop set the stage for Yvette to eventually secure the $40,000 loan needed to open her retail location.
Results
Starting the business with no prior experience and no one to lean on, Yvette Cotter credits the SBDC for assisting her in “pretty much every aspect,” preventing her from making numerous mistakes. The SBDC helped her secure a $40,000 loan from Working Solutions, which was a huge advantage, as she likely would have taken a personal loan that would have negatively impacted her personal credit otherwise. With support from counselors like Vivian and Ben—who spent time with Yvette reviewing documents—Yvette was able to successfully form an LLC to protect her personal assets, find a retail location, navigate the complex lease agreement, and, ultimately, start her business and hold a grand opening, building on her existing success with pop-up and online sales strategies.
