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Turkey and cheese on a roll. if you're one of these customers at village cheese shop in palo alto california that sandwich looks like lunch. but if you're lindsay hiken, the owner here that sandwich looks like data, raw data. >> these are their bread choices, these are their spread choices, meat, cheese, toppings. if they wanted any deli side. >> at the 50 year deli shop which lins say has owned and operated since 2007 she turns everything into a number. >> we've been open 19 minutes, we've made 266 bucks. some of that is catering. who's visiting my business. a big slice is the 25 to 40-year-o...

Their information too late. >> they may have overpaid six months. there's money left on the table when you wait until you arbitrarily notice. >> food costs are not the only numbers she monitors. lindsay also uses breadcrumb software to track the cash in the cash register. >> we assigned a single cashier to a register. if there's a consistent she works every wednesday, every wednesday the cash register is short you can tell. >> alan says this kind of access to data allows owners to make decisions and change plans quickly and effectively. >> the key with both big data and small data is getting t...

And suddenly found herself with an empty nest. she took a class in quilting fell in love with the craft and found she was a natural. inventing short cuts that allowed her to block, stitch, patch far faster than everyone in their class. >> i had made 12 of them by the time i was done. i was so addicted. >> with the economy shaky in 2008 and ron near retirement the doane children were concerned that the parents had little money for their golden years. since jenny was spending so much time on her new hobby, the kids thought purchasing a professional quilting machine might be a good investment for...