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The retailers are. your former example, a great example of somebody who went into a community, didn't really understand it in the very beginning, wasn't focused on the hispanic community but learned what he needed to learn to be successful. the community wants to be treated with respect. they don't expect you to be perfect on everything but, you know, the opposite is also going to backfire. if you're trying to sell them something they don't want to buy, if your price point isn't correct, if your val is you proposition isn't correct, if they don't feel there is a kind of respected dignity, they...

Competitive advantage. what makes him better than his competitors? is it his price, his features, his service? i think that's where the focus should be. anybody can pretty much replicate anything. and in different countries as well. so get some good legal advice and focus on that marketing. you don't want to ignore the internet. >> and maybe he shows some of his most popular designs and says, we can customize stuff, give us a call. >> exactly. >> lisa writes, "where do you go for funds when you've been told that your business is too high risk such as a restaurant or day care center?" hector, a...

>> well, i don't know. it shouldn't be so mysterious. let me say the latino community is not a completely homo genius community. first generation, second, folks that have been here for generations and maybe not even -- don't speak spanish or are not really connected to their heritage. but you know the numbers. these numbers will continue to grow. it could be 25% of the u.s. population in the next 30 or 40 years. so an old boss of mine used to say the neighborhood is changing, and we've to be good neighbors and this is an incredible consumer market. >> and how much time do you spend in your own...

Rights, people can still take the product idea and make their own designs." he does things like make awards for people, if you win a soccer game on an award. what do you think, jen? it sounds like he's already taken steps to protect his intellectual property. but anytime your product is out in the marketplace, they can copy you. you have to keep on top of your market and make sure you are better and better. ultimately, if you can't find your customers and they can't find you, you're not going to sell them anyway. >> this is what's interesting, hector. if people are coming to him to buy a produ...

Translate into breaking through the marketing clutter of the larger competitors in the market? >> well, i mean, jen, he's got the first part right, stellar customer base. >> that's amazing, then broadcast. have your customers be your ambassadors and tell why they're so happy with the product you have. as a small business, you're able to be much more nimble and get those stories out there. >> is there anything he could do to get his customers to start talking? >> i think his most important aspect. without great customers, you don't have a business. i think he needs to be a little bit creative. ...