Chapter 2: The Opportunity Map

Opening a used bookstore in Mill Valley: After a failed acquisition attempt, Stef maps Marin County's book deserts, launches her book-scouting operation, and commits fully to building 'The Phoenix Used Bookshop' from the ground up.

In this episode, the silence says everything. After submitting a low offer to the sellers—no response. Not even a "thank you, we'll get back to you." Nothing. And honestly? That non-response becomes the clarity I needed.

This is where the shift happens. I'm done waiting. I'm done second-guessing. I'm all in on opening my own bookstore.

So I do what any strategic, slightly obsessive founder would do: I make a map. I plot every single bookstore and library across Marin County, looking for gaps, opportunities, and underserved areas. And what do I find? A book desert—right here in Mill Valley. Coffee shops everywhere, but no used bookstore serving this community the way it deserves.

I also start doing the math: How many books does it actually take to open a bookstore? What does inventory acquisition look like at scale? The book-scouting engine is officially running, and my energy is high. Estate sales, thrift stores, online marketplaces—I'm sourcing, sorting, and building.

And yes, I tease the name of the store in this episode… though if you've been paying attention, you already know it. 🐦‍🔥

Current Book Count: 500

This is Chapter 2. The story is no longer about what didn't work out—it's about what I'm building instead.

🐦‍🔥 Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com