Success Story: La Rocco’s Pizzeria

Coastside Baking

New York Pizza from Los Angeles with La Rocco’s Pizzeria


Location: Southern California | Los Angeles County

Business Type: Restaurant, Pizzeria

Small Business Center: Pacific Regional Corp SBDC,

Assistance Received: Training, Loan assistance

Visit Lo Rocco’s Pizzeria online

When Paul LaRocco and his family moved La Rocco Pizzeria to Los Angeles from Brooklyn, New York, they aimed to transport diners to 1950’s Little Italy with its thin-crust Neapolitan perfected over the years. Each pie was made on the spot, and if you stopped by, you could watch as they were hurled to the ceiling.

La Rocco’s was profitable from day one, but still had trouble getting a loan to expand. They were able to connect with the Pacific Regional Corp SBDC, part of the LA SBDC network, and receive guidance and access to additional capital.

Business Advisors Harold C. Hart-Nibbrig and Sahar Andrade helped to fine tune their business plan, obtain an SBA Community Advantage Loan of $150,000, and add social media to the marketing mix. Paul La Rocco also took advantage of the SBDC Guided Business Plan course.

“The business plan course was very helpful,” says Paul. “I didn’t know the ins and outs of how to look at a business plan — how brief it should be, how intelligible, how someone will read it and what’s important to include. Each SBDC advisor is an expert in their particular field. Before I signed the lease for the new location, Business Advisor Harold C. Hart-Nibbrig took a look at it and even helped me [vet] the general contractor. The SBDC has all of these support people, and it comes with the package, so they can help from your idea all the way through to opening a business.”

Updated: 12/22/2023

California Office of the Small Business Advocate
1325 J Street, Suite 1800

Sacramento, CA 95814
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