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Ay Dios Mio, San Jose

“Young entrepreneur shares passion for Latino culture”

BACKGROUND
Ay Dios Mio was founded by Rose Mendoza in 2009. Chicana born and raised in California, her goal is to share her lifelong passion of preserving and celebrating Latino culture, through a fantastic collection of Latino ‘arte popular’ decor, jewelry, bags, accessories and vintage religious products. Ay Dios Mio a unique ‘boutique de arte popular’ representing Mexican Folk Art & Latino Urban Lifestyle located in downtown San José.

CHALLENGES
Rose was looking to expand her retail business through short term goals designed to generate adequate revenue and profit margins, enabling her to focus 100% on business expansion.

Once target revenue goals are met, Rose wants to develop product branding and licensing with hopes of eventually franchising her business.

ACTIONS
Initial meetings between Rose and her Business Advisor focused on sales and marketing goals. They planned and hosted cultural events at her brick and mortar establishment in order to increase store foot traffic. The SBDC also helped Rose network with other SBDC clients that shared the same passion for preserving, and sharing Latino culture. In addition to hosting events, and networking, Rose attended one SBDC business class and has attended non SBDC classes in licensing, franchising and company legal formations.

RESULTS
Rose was able to obtain a credit card for use in purchasing inventory. She was also able to expand her business and hire two additional part time employees that help manage her retail location while she is working in the company sales booth at community events. In one year Ay Dios Mio’s sales have increased 9%, and estimated a 15% sales increase from 2012 to 2013.

“I’m so thankful for my meetings with the SBDC and the chance to discuss new ideas for increasing sales and developing a product line. My business advisor was the only person in my sphere of influence that strived for my business success and listened to my ideas.”

Ay Dios Mio
CEO: Rose E. Mendoza
San Jose, CA
Web: www.aydiosmioshop.com
Email: rose@aydiosmioshop.com