Hiccups can be normal, as can the milk coming out the nose. It can just be part of the transition to the LO learning how to nurse and swallow milk. She could be waking as soon as she is put down because she is still hungry, because she didn't take a full nurse. Before thinking about reflux (which is of course a possibility), I would check these things:
- does the LO have a good latch? Your friend should be able to see the jaw moving as LO swallows and not feel pain (although a bit of pain in the early BFing days aren't abnormal especially with the first child)
- can she stay awake longer to take more? I would try burping her and putting her back on the BB, stripping her down to her diaper so she isn't as warm and comfy, and stroking her face/hair/back to keep her awake
- does feeding in other positions help? Get her to try feeding lying down in the bed (side lying) or the football hold and see if that helps the feed go better
She could just be a sleepy baby; Anna had to be woken for feeds and actively kept awake to nurse for the first month. It is normal for an LO to take less time to nurse as they grow, but not usually that much at only a week old. Her DD could also be struggling if your friend has a strong let down, which would be exhausting for such a young tyke. If that is the case, the football hold could really help because the baby is sucking the milk out at a more upright level. The fussy evenings can also be a normal part of just adapting to life on the outside. If none of those things help though, I would start to look at whether it could be reflux.