Notes from the Mercantile

Hey there, Mountainair and Torrance County neighbors —

Welcome to the first edition of Notes from the Mercantile — a monthly letter to folks like you: the entrepreneurs, organizers, builders, and doers who keep this place running.

Each month, I’ll be writing directly to local business owners, nonprofit leaders, and community-minded folks about the challenges of running a business in a rural community, what’s working for others, and how we can all keep pushing forward together — with grit, creativity, and maybe a little borrowed wisdom now and then.

Whether you’ve just sketched out your business idea on the back of a napkin, you’re neck-deep in daily operations, or you just care about keeping our local economy humming, this space is for you.

What to Expect

Here’s what you’ll find in this monthly column:

• Stories from local businesses and nonprofits about what’s working (and what’s not)
• Practical advice on marketing, hiring, partnerships, and planning
• Tips from experts — folks who know their way around accounting, tech, design, logistics, and law
• A heads-up on seasonal opportunities and challenges worth prepping for
• The occasional peek into data and trends — local and national — that might affect us out here
• And always, a focus on doing business with purpose, not just profit

We’re not trying to sell you on anything. This is about helping each other get a little wiser, a little more resilient, and a little more connected.

What’s Coming Up

Next month, I’ll be profiling a local business — the real deal, not a PR puff piece — sharing their wins, their worries, and what they’ve learned the hard way. If you’d like to be featured (or want to nominate someone), send me a note at todd@mountainairdispatch.com.

For now, since the Dispatch intersects most with local business through advertising and marketing, I want to touch briefly on planning ahead. A marketing plan doesn’t need to be fancy — just a roadmap that helps you show up when and where your customers are paying attention.

That starts with knowing what’s on the horizon.

Sales and Community Opportunities (April–July 2025)

Here’s a short list of upcoming holidays and community milestones you might want to build promotions around — or even just use as a chance to tell your story:

Even if you’re not running a sale, these are great moments to remind folks who you are and what you do — especially online. Also, think about telling your story. Let people know why you work so hard each day. Let people know what inspired you to take up your profession. It goes a long way to helping people understand what makes your product or service so special. A business school might call it your “unique selling proposition.”

And if you’re not quite comfortable sharing your full story just yet, that’s okay too — even a quick post or seasonal message on your website or social media can help folks connect with what you’re doing.

One Last Thing

You don’t have to go it alone out here. There’s no rulebook for running a small business in a place like this, but there is a community — and I’m hoping this space becomes part of that.

If there’s a topic you want me to cover — something you’re stuck on, wondering about, or think others could learn from — drop me a line. I’m listening.

And if you know someone else who’d get something out of these monthly notes, feel free to pass it along.

Until next time,

– Todd