Today we’d like to introduce you to Fernando Baez.
Hi Fernando, please kick things off for us with an introduction to yourself and your story.
I was born in Baracoa, Guantánamo, Cuba, where baseball was a huge part of my life growing up. I came to Miami at 13 years old and struggled adapting to a completely new environment. During my teenage years and early twenties, I made a lot of mistakes and went through some difficult experiences that ultimately changed my perspective on life. Those challenges pushed me to rebuild myself through hard work, discipline, and entrepreneurship.
I started working factory and warehouse jobs while learning business, sales, and marketing along the way. That journey eventually led me to create Discount Plus in Kendall, a store focused on giving families access to great products at affordable prices while creating a fun “treasure hunt” shopping experience.
Today, Discount Plus has built a strong local following, and I’m also working on growing other ventures like Road Carts, a golf cart navigation and ride-sharing app. My story is really about resilience, growth, and proving that your past does not define your future.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. One of the biggest challenges was rebuilding my life after making mistakes in my younger years and learning how to stay focused and disciplined. Starting over with limited resources while trying to build a business from scratch was not easy.
With Discount Plus, there were also challenges that come with any growing business, managing inventory, building consistent customer traffic, learning marketing, and competing in a very competitive retail market. In the beginning, there were a lot of long days, risks, and uncertainty.
Another challenge has been balancing multiple ventures at once while continuing to grow as a leader and entrepreneur. But every obstacle taught me something valuable. I believe those difficult experiences helped build the resilience and mindset that I use today in both business and life.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Discount Plus is a discount retail and bin store based in Kendall, Florida, focused on giving customers access to quality products at affordable prices in a fun and exciting shopping environment. Our inventory is constantly changing, which creates a “treasure hunt” experience where customers can discover everything from electronics and tools to household items, toys, and brand-name products at heavily discounted prices.
What sets us apart is the experience and energy we bring to the business. We’ve built a strong connection with the local community through social media, customer engagement, and creating an environment where people genuinely enjoy shopping. Every week brings new inventory and new opportunities for customers to find amazing deals.
As a brand, we are most proud of the loyalty and support we’ve built in the community in such a short amount of time. Discount Plus represents hard work, resilience, and creating opportunities not only for ourselves but for the people around us.
Our goal is to continue growing the brand, expanding locations in the future, and becoming one of South Florida’s go-to destinations for discount shopping and unbeatable value.
Do you have recommendations for books, apps, blogs, etc?
I’m always looking for ways to improve both personally and professionally, so I spend a lot of time learning through podcasts, social media, and business content. I enjoy listening to entrepreneurs and creators who talk about business growth, marketing, mindset, and resilience.
Some apps that help me a lot in business are Instagram, Facebook, TikTok, and YouTube because they’ve become powerful tools for marketing, branding, and connecting directly with customers. I also use podcasts and interviews to learn from people who have built businesses from the ground up.
More than anything, I believe real-life experience has been my biggest teacher. A lot of what I’ve learned about business came from taking risks, making mistakes, adapting quickly, and staying consistent through challenges.
Pricing:
- Weekly drop days with constantly changing inventory and deeply discounted pricing
- Bin pricing decreases throughout the week, creating a fun “treasure hunt” shopping experience
- Products include electronics, tools, home goods, toys, kitchen items, and brand-name merchandise at heavily discounted prices
- Premium “Vault” section featuring higher-value and specialty items
- Affordable pricing designed to help families save money while still finding quality products
Contact Info:
- Website: https://Discountplusmiami.com
- Instagram: Discountplus_kendall
- Facebook: Discountplus_kendall
- Twitter: Discountplus_kendall
