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With the upcoming success, she opened the second store in 2000 at Del Mar and in 2003 at Encinitas.
The structure of her company counts with six departments: Finance and Accounting, Sales and Marketing, Human Resources, Operations, Legal and Information Technology. In her initial plan, she included an extra $50,000 to hire a consulting firm, Smith Systems Consulting, to assist in selecting and installing a Retail Enterprise Management System (REMS) and after that, hired in a yearly basis to maintain the REMS installed in all three stores. This system allows all six departments to have the necessary information for the daily jobs, helping the management team to have a complete overview of the company’s situation in the market and outside of it, with numbers and data used to make decisions quickly taken and develop strategies to have competitive advantage over prospect competitors...
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