PHOENIX, AZ – Phoenix-based bootmaker, David Espinoza of Espinoza Boot Maker, hosted an event focused on small business access to digital tools for the offices of Senator Kyrsten Sinema’s and Representative Greg Stanton. Espinoza provided a tour of his store and manufacturing facility, where Espinoza explained how digital tools and platforms help his team of highly experienced craftsmen design, manufacture, and sell handcrafted cowboy boots. Today’s digital technology has helped to expand his market and lower costs in a trade with thin margins.
“Small businesses are always on the verge of going out of business and when you can save a few percent here and there, it’s huge,” said Espinoza. “The low cost of advertising online has allowed my business to innovate and find new customers in a more effective way than when print and television ads were your only options.”
“Visiting my web page is like coming into my store,” he said. The store’s website is just one innovation that has helped strengthen Espinoza’s position as a Phoenix-based small business. By switching from merchant card services to Square’s mobile payment services for processing payments, each sale generates up to 4-percent more revenue.
“Small businesses are the backbone of our economy. When they are empowered with the right digital tools, they can better reach audiences both local and far beyond our community,” said Rep. Greg Stanton. “You love to see more people discovering a great business like Mr. Espinoza’s online—a business that really showcases the art of craftsman design and manufacturing.”
According to a recent study published by Deloitte, 90 percent of all small businesses believe that digital tools have fostered innovation in their business, particularly in entering new markets and communicating with customers. The study also found that 85 percent of digitally-empowered small businesses have enhanced their business performance and are five times more likely to reach new international customers.
In addition to four employees, Espinoza employs a contractor for digital marketing. Espinoza Boot Maker has a Google My Business page and is active on Facebook and Instagram. Espinoza may also star in more videos for the company’s YouTube channel giving him the independence he cherishes.