to get creative and offer more than just a high quality product and great customer service. for this independently owned fleet store up near davis, california, competing in the shadow of a big box retailer means standing out in other ways. with things like customized tennis shoe fittings and occasional pancake breakfasts. the shoes that we sell are anything that we sell can be found at slightly lower prices online. but, again, that s why we have to offer a unique experience to the customer to get them to come in our door. industry experts point out small businesses make up about 50% of employment, 63% much new job creation. they are the life blood of vibrant neighborhoods like pacific heights in san francisco. that s where boutique owner sara shaw does customer outreach by emailing her regulars and using the internet to promote latest collections. we post every time we get new merchandise. photograph it, put it on facebook. i have a blog that people visit