We were lucky to catch up with Nicole Outlaw recently and have shared our conversation below.

Nicole, looking forward to hearing all of your stories today. Let’s start with the story of your mission. What should we know?

I’m on a mission to create real change in a region that has long been overlooked and under-resourced—because its potential deserves to be recognized. In rural Bertie County, we are the fourth most distressed county out of 100 in North Carolina. 24.3% of residents are below the federal poverty rate. Often, our access to consistent, quality resources are minimal. Our community relies heavenly on grant-funded programs provided by external agencies who support economic development; those of which may be limited in scope and with time restrictions. As an advocate for small businesses, it was my desire to design a program that would support local entrepreneurs in an impactful way.

In 2021, Bertie County experienced a record number of new small businesses emerge post-pandemic, yet there was a clear lack of resources to support their sustainability. Recognizing this gap, I envisioned a small business program that would nurture diverse entrepreneurs, turning ideas into brick-and-mortar establishments. These businesses would create jobs, provide local access to goods and services, and boost our economy. What began as an idea for a small support group evolved into the Bertie Business Network.

The Bertie Business Network is a not-for-profit organization. It our mission to provide small business resources, opportunities for collaboration, and a consistent means of support for small businesses. We were originally founded to support businesses in Bertie County. Since its inception we have been able to support over 275 small businesses in the eastern region through workshops, conferences, and events. We promote social networking, entrepreneurial ecosystem partnerships, and cross industry collaboration.

The mission of the Bertie Business Network is important to me because we have created an effective small business community in a region that the state recognizes as economically distressed. The future success of rural small businesses relies heavily on the access to resources, equitable funding, and quality technical assistance. Although we are a small organization ran strictly by volunteers, we have been able to assist entrepreneurs as they navigate through the journey of small business.

Nicole, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

When I think of what I’d want people to know about me and what I am most proud of, I want them to know that I am a proud mother of four amazing humans. Each one of them is talented and unique in very special way. They have been my inspiration. They taught me to be brave in spaces where I was insecure. I learned how to overcome adversity while being their mom. While the story there is much deeper, I must recognize that my experience as a teen mom transformed my life. God used my early start to motherhood as a testament to my leadership and ambition in my formative years.

In 2010, I began baking homemade cookies as gifts for my children’s teachers. I didn’t have the means to purchase gifts for Christmas or Teacher’s Appreciation, so I’d bake cookies, and I would arrange them in nice tins and wrap them with festive ribbons. The creativity in baking homemade cookies allowed me to give from the heart, but it also revealed a talent that I didn’t really recognize that I had. Fast forward to 2012, I began exploring entrepreneurship. I was aggressively ambitious with my desire to open a coffeehouse. By this time, I was baking for the masses, from weddings to family reunions and birthday parties, Sweet Georgia’s Cookies & Sweet Treats were a local favorite. The name Georgia after my beloved maternal grandmother. She instilled in me this desire to push past stereotypes. She was a God-fearing woman who challenged the thought that teen moms were an abomination. She knew that God had a purpose for me and my children. Without recognizing this until many years later, she taught me what true leadership was. So, it was then back in the 90s where this teen mom accepted this unspoken challenge to be who I was called to be.

By 2014, I really wanted that coffeehouse. I wanted to serve my baked goods in this deli-style gathering place to which I called Rise and Grind Coffeehouse. This place was intended to be a hub for the community. A place for creatives and thinkers. A place that could be transformed for small events yet known for its specialty coffees and of course Sweet Georgia’s. Unfortunately, I faced challenges that we all know too well. I couldn’t get it funded. No bank would touch it. This is a time when CDFI’s were unheard of… well, at least in my small town. I distinctly remember my last effort to fund this idea. A potential investor came to the shop, and he looked around, and he asked questions. I felt like it was an interrogation. Not in an inquisitive way though sort of in a “I don’t believe in you” kind of way. He ultimately said, it was “too risky” without looking at numbers or reading my business plan. It was in that moment that I knew I had to put a pause on this idea. I was out of options and had to terminate my lease of the space. That experience was one that I have recalled many times. It has fueled my desire to become an advocate for rural small business owners.

In 2020, I opened an accessories boutique around the corner from the storefront I’d once imagined being my coffeehouse. The entrepreneurship dream was still very much a goal of mine. After 3 years as a small business owner, it became clear that my calling was to assist and support others. Many people would approach me for advice and ask questions about small business ownership. I was also in my 2nd year as a program manager for a small business technical assistance program. I wanted to pursue my own business but by the 3rd year in business, I came to terms with the direction I was heading.

In 2021, I founded the Bertie Business Network. The BBN is a member-based program. We support rural small business owners across all industries. Through this platform, I provide coaching to rural small business owners. I have also curated conferences, themed-summits, and workshops that are tailored to our member’s specific needs. I connect business owners with resources and provide opportunities for business development. Since it’s inception the BBN has supported over 275 small businesses. I am committed to fostering small business development in rural communities. The experiences and challenges that I have encountered as a small business owner as well as my career experience has afforded me with the knowledge to uplift and support others.

Recently, the BBN hosted our first retreat. I challenged attendees to be open to new concepts and ideas; to push past their comfort zones. This advice may not seem profound. However, it was meaningful to me because that was exactly how the BBN was created. God allow me to push past my comfort zone. The impact from that push has been incredibly rewarding. The BBN has recently been vetted and approved to become part of the Small Business Administration’s Community Builder Network. I see this partnership as a way to continue to give a voice to rural small businesses across the country.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I think my genuineness helped me to build my reputation within my market. I also believe my personable approach is an asset as well. Aside from those, I’d like to think that my peers can see that I am a values-driven leader. When you lead with great values it impacts how those around you interact with you.

Any advice for growing your clientele? What’s been most effective for you?

Its honestly not an intentional strategy. It’s a must for me. You must show up. Being visible is the most important way to grow your network. You must also be consistent and follow-through.

Contact Info:

• Linktree: https://linktr.ee/nicole.outlaw
• Instagram: @bertiebusinessnetwork
• Facebook: Bertie Business Network
• Linkedin: Bertie Business Network
• Other: IG: @nicole_80

Image Credits

Al Burgess
Diamond Smith
Larry Brown
Patricia Ferguson
Nicole Outlaw