Steve Taylor and Floor Coverings International

Pleasanton resident Steve Taylor always had a home-improvement project in the works.

But whenever he visited a large hardware retailer, he found that he could never get answers to his questions. Staff at large warehouse-type stores, he said, did not take the time to give customers a personalized shopping experience.

After one particularly frustrating trip to a large hardware store where a staff  member couldn't tell him the difference between grease and glue, Taylor had an epiphany -- he would open his own home-improvement shop.

A former project manager for tech companies, Taylor had been on the lookout for an opportunity to open his own business. In January, he opened a franchise location for Floor Coverings International in Pleasanton. The business offers flooring options and installation.

Halfway into the year, the new businesses owner is finding out about the challenges of running his own shop.

Why start your own business and why now?

I had worked with major retailers and the discussion was always about price, not about service and how to meet customers needs better.

When I did my own projects, I could never get any help. I just saw a huge opportunity even in the midst of this downturn to meet consumer needs.

What is it like to do business in Pleasanton and especially during this challenging time?

I've lived here for 12 years and my wife lived here for 35 years. We've fallen in love with the community. We have family right in Pleasanton … I work less than a mile from home.

There's an amount of prestige in having a business in Pleasanton, and it's fairly centrally located.

How have you built your business in context of the slow market?

I've created a cost structure based on the economy now. When the economy is rough, there' s discipline you create, a cost consciousness. If money was coming in hand over fist, we probably won't be so discipline.

I think the positives outweigh the negatives, we're building a strong business, and when the economy turns around, we'll be in a better place.

What was it like to transition into the role of small business owner?

I think I never really had a general management role … when you own small business, you are responsible for everything. Owning your own small business is like dealing with a rubic's cube. You move one piece and there are a whole lot of other pieces that move in response.

This interview has been edited for length and clarity.