#GrowWithGoogle Stories, Vol 3: “We started this company when we were sophomores in college. So it was not something I really planned on doing as my career,” explains Eric Delgado, co-founder of @ropelacesupply, a company he founded with Victoria Weiss that offers sneaker fanatics a way to customize their shoes with different colored laces. “I have a better grasp on what sneaker heads would like because I buy new shoes all the time.” With a little help from Google, his theory that he’s the man for his audience was confirmed. “Google Analytics helps us learn a good amount about our customer base, which in turn helps us identify new opportunities and informs the kinds of shoelaces we design.” #SmallBusinessWeek