Reaching a fresh market in an unfamiliar place is one of the most challenging and rewarding experiences for any business owner. Our guest, Francisco Flores, owner of Rosedale Boots & Shoe Repair, has shown firsthand how adapting to a new customer base and delivering consistent quality can expand reach, build brand loyalty, and foster a thriving business.
Embracing Change in Bakersfield
Francisco’s journey began as a young shoemaker in Mexico, learning the trade from his brothers in a family deeply rooted in the craft of shoemaking. When he moved to the United States, Francisco’s path to success began in Bakersfield, California. He found his calling not only as a skilled craftsman, but also as a business owner with a vision for a lasting legacy. However, transitioning his business to a completely new market came with challenges. New locations mean new customer expectations and behaviors. Francisco needed to find ways to resonate with his American audience.
Adapting to Customer Needs
One of the first insights Francisco gained was how customers’ mindsets can vary widely by region and demographic. His experience with Hispanic customers revealed they often prefer replacing shoes over repairs. By contrast, his American customers were more inclined to repair beloved footwear, even when a replacement might be cheaper.
He shares one humorous but telling moment when a customer insisted on repairing a $12 pair of sandals rather than buying a new pair. Though initially skeptical, Francisco took on the challenge, and the customer’s satisfaction turned into repeat business, referrals, and even tips. This story captures an essential truth for businesses aiming to expand in new markets: sometimes, it’s the small, personalized touches that establish lasting loyalty.
Recognizing Untapped Markets
Francisco also discovered an untapped customer base within the law enforcement community. Officers rely on sturdy, high-quality footwear and require specialized services like shoe shines and resoling which is beyond what a typical shoe repair shop might offer. By understanding and addressing the unique needs of law enforcement professionals, Francisco tapped into a previously overlooked customer segment, expanding his business’s reach while providing necessary services.
Growing the Business Without Social Media
While many businesses today rely heavily on social media to build and grow their brands, Francisco’s journey is different. He relies largely on word-of-mouth marketing and customer referrals. He earns new business not through Google reviews or social platforms but through the experiences his customers share. On several occasions, satisfied customers have shared their positive experiences on platforms like TikTok, even though Francisco himself avoids social media. This word-of-mouth advertising has broadened his audience while allowing him to focus on what he loves: the craft and integrity of his work.
Crafting Quality in a Fresh Market
Beyond marketing, Francisco’s approach to business involves creating exceptional quality products tailored to customer needs. He meets his clients’ high standards by crafting unique custom boots, including patriotic themes for local veterans. For Francisco, each piece represents not just his brand but also his values of hard work, family support, and creativity. He emphasizes building genuine connections with customers, and his custom creations offer a deeply personal touch, continuing to set him apart.
Final Words of Encouragement
For business owners looking to enter or expand into a fresh market, Francisco’s story offers valuable lessons. Be willing to adapt to new customer preferences and, as he advises, “tell yourself you can do it.” By keeping an open mind, finding a niche, and staying true to his craft, Francisco has transformed his shoemaking legacy into a thriving U.S. business.
Expanding reach to new markets can be daunting, but with the right mix of adaptability, dedication, and customer focus, any business owner can turn fresh opportunities into lasting success.
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Reach out to our guest: 661-831-3771