Beginning

In early 2021, Riya, our founder, was shocked to learn that one of her favorite local restaurants was facing the threat of closure. As the pandemic continued to disrupt businesses across her community, many other neighborhood staples were also struggling to survive. These small businesses were a cornerstone of the community, and the idea of losing them was deeply troubling.

Determined to make a difference, Riya joined the High School Pandemic Taskforce at the Zuckerberg Institute, where she spoke with a number of local small business owners. Through these conversations, Riya realized that the businesses that were thriving had made swift and strategic adaptations to the new digital-first world. They embraced online bookings, switched to Venmo payments instead of cash, and ramped up their social media presence in place of traditional paper ads. These digital shifts weren’t just temporary fixes—they were the key to surviving, and even thriving, in an increasingly digital world.

As the pandemic subsided, the need for digital adaptation only grew. Small businesses continued to struggle with rising costs, labor shortages, and changing customer expectations. Riya saw a clear opportunity: many local businesses lacked the digital skills and resources to fully embrace these changes, while tech-savvy high school students like herself were eager to help and gain real-world experience. It was a perfect match.

So, Riya founded Phoenix Small Business Consulting—an organization that connects motivated high school and college students with local small businesses in need of digital support. By pairing students with businesses, Phoenix helps foster the digital transformation that is essential for success in today’s economy. Together, they drive growth, increase customer engagement, and ensure that these vital community businesses not only survive but thrive in the digital age.