Pelham Market & Provisions
In January 2024, after 20 years building a career in SaaS, ecommerce, and marketing, Dave Pfeil found himself part of a company-wide reduction in force. His plan was straightforward: find another role and get back to work.
Then a different idea took hold.
“I want to be my own boss.”
Dave and his wife, Dani, sat down to talk through what that could look like. Instead of starting with a product, they started with a question: What does our community need?
The answer came quickly. Pelham, NH had limited access to fresh produce, specialty items, and local foods. What if they could change that?
Putting Pen to Paper
Dave and Dani began building a business plan and talking with neighbors to gauge interest. The response was immediate and unanimous. Pelham needed this.
Their vision for Pelham Market & Provisions came into focus. A welcoming marketplace that brought fresh food and specialty items to town while giving local producers a meaningful platform to reach their community.
By January 2025, they had formed their LLC, met with town officials, and connected with their landlord, Jason, a Board of Selectmen member who shared their vision for reinvigorating downtown Pelham. His Main Street property became the future home of the store.
Are We Doing This Right?
As plans took shape in mid-2025, Dave and Dani wanted reassurance that they were on the right path and that they had not missed anything critical. Dave reached out to the NH SBDC and connected with Business Advisor Amy Bard.
That connection proved pivotal.
Amy became a trusted sounding board and guide, offering both encouragement and practical insight.
“She validated our business plan, validated our projections, and filled in gaps,” Dave says.
Dani adds that Amy’s outside perspective has been invaluable, especially in areas where they did not yet know what questions to ask. Amy reviewed loan terms with a careful eye, helped prioritize ideas, and provided steady guidance through the inevitable ebbs and flows of entrepreneurship.
A Vision for Local Takes Shape
Originally, Pelham Market & Provisions leaned heavily toward international foods and global flavors. As Dave and Dani connected with local makers, their vision evolved.
Today, more than half the store features local vendors, many from New Hampshire. They meet with new producers weekly, thoughtfully balancing their passion for supporting local businesses with the realities of shelf space and margins. The result is a store that is both community-oriented and sustainable.
Building a Business Together
Running a business as a married couple has its challenges and its strengths.
“Her strengths are my weaknesses, and vice versa,” Dave says.
Dave focuses on finances and logistics, while Dani leads with creativity, people skills, and vision.
With Amy’s guidance, they have learned how to work together effectively and create healthier boundaries between home and work, which is no small feat when building something side by side.
They have also built a small but mighty team, employing local high school students and relying on a trusted local manager. Their kids are often in the store, adding to the warm, personal feel that customers immediately notice.
A Heart for Community
From the start, Dave and Dani were intentional about creating more than a retail space. Pelham Market & Provisions is a community hub. A place that feels good and does good.
During uncertainty around SNAP and WIC benefits, they organized a food drive for the Pelham Food Pantry. They regularly support local schools, athletic programs, and community organizations.
“It’s not just about dollars and cents,” Dave says. “It’s about great products, taking care of employees, and supporting the community. It feels good to do good.”
Looking Ahead
As the business grows, so does the vision. Dave and Dani are exploring e-commerce, pre-orders, delivery options, expanded local meats and seafood, gift baskets, and grab-and-go offerings.
Through it all, Amy Bard and the NH SBDC remain trusted partners.
“Amy’s been one of those people, supportive, comforting, and honest,” Dave shares. “She brings experience and perspective we rely on.”
Advice for Fellow Entrepreneurs
Their advice comes from lived experience.
Dani: “Give yourself grace. Especially when everything is new. Take it one step at a time.”
Dave: “Don’t be afraid to ask for help. You don’t know what you don’t know. Be humble.”
Together, they are a powerful reminder that a setback like a layoff can become the start of something extraordinary. On Main Street in Pelham, Dave and Dani Pfeil are building connections, supporting local makers, and proving that business done with heart can truly bring a community together.
