mitch dettman, owner of the full kit in iowa city says the work of a small business owner starts long before their sign says so.mitch dettman, the full kit owner23:27:54 i try and shop local for everything i can possibly think of and you know, we all work really hard at what we do and we do it because we love it.he says in some ways, small, local businesses can't keep up with big chain stoires.but he thinks they can surpass them love it. >> in some ways, small local businesses can't keep up with the have customer service. >> our customer loyalty means everything to us. when they come in, we know who they are. we remember what shoe size and what stuff they like. >> shoppers notice a difference. >> the people working at smaller stores locally owned places are friendlier and will go out of their way to make sure you're satisfied with the product they are selling you. >> we hand pick everything in our stores. it is not a corporate decision where it is seen across the country so we have individuallized merchandise. >> when you come and spend money downtown or with a small business, the mon