From Construction to Coffee: Building a Legacy One Cup at a Time
Six years ago, while working in Alaska’s construction industry, Jessica Brown began sketching ideas and logos on her phone before work. What started as a simple idea quickly grew into a vision for XtraCup Coffee Co. LLC, a locally owned Mat-Su Valley drive-thru coffee hut.
To prepare, Jessica immersed herself in learning the coffee industry through self-education, hands-on experience, and professional training, including attending coffee school in Texas. Over the next several years, she developed her concept, researched the industry, and connected with the Alaska Small Business Development Center (SBDC) and Business Advisor Ruth Wolfe.
Through the Alaska SBDC, Jessica received support in developing her business plan and financial projections and securing a startup equipment loan. Jessica also personally funded the build-out of the coffee hut out of pocket, something she is especially proud to have accomplished through years of hard work and determination. In March 2025, Jessica officially launched XtraCup Coffee Co.
From the beginning, Jessica wanted XtraCup to stand apart through consistency and customer service. As a coffee customer herself, she often experienced frustration with inconsistent drinks and service at other coffee shops. That experience shaped her vision for XtraCup. She intentionally selected equipment and systems designed to reduce human error and ensure every customer receives the same high-quality experience every visit.
Today, XtraCup has built a loyal customer base and earned recognition as a customer favorite on DoorDash. Jessica credits much of the business’s success to the relationships built with regular customers and the strong team culture created within the company. In its first year, the business became profitable, marking a major milestone for a first-time entrepreneur.
“The Alaska Small Business Development Center played a fundamental role in helping me secure my startup equipment loan,” said Jessica Brown. “The guidance, encouragement, and connections helped me build confidence in both myself and my business as I worked toward bringing XtraCup to life.” – Jessica Brown
Looking ahead, Jessica plans to continue growing the XtraCup brand and expanding opportunities within the community. While some future projects remain under wraps, she is focused on continued growth, building her team, and reaching more customers across Alaska.
Jessica’s story highlights how determination, long-term planning, and support from the Alaska SBDC can help entrepreneurs turn an idea into a thriving business. Most importantly, she hopes her journey inspires others in her community to pursue their goals, take risks, and build something meaningful through hard work and perseverance.
Stop by XtraCup Coffee Co. at N Stringfield & E Bogard Rd, Palmer, AK 99645, and follow them on Facebook, Instagram, or visit their website to learn more.
