The Making of SMILE & CO. – Episode FOUR

June 13, 2017 Smileandco No comments exist

Welcome to the fourth episode of The Making of SMILE & CO.! Listen to Dr. Ashley Joves’ story as she discusses her brand identity and the headaches of being a busy entrepreneur with kids. This episode is packed with interesting information and perfect for anyone thinking about starting their own dental practice. Tune in and listen closely, because you won’t want to miss this week’s episode!


Today’s Sponsor:

Dr. Anissa Holmes specializes in helping dentists market their practices through Facebook. After using Facebook to boost her second dental startup into a multi-million-dollar company, she decided to help other dentists achieve the same results. Take her live masterclass, FBIGNITE and learn how to use Facebook to exponentially grow your business! Learn more about what Dr. Holmes offers on her website, Delivering Wow.

Use the link to receive $100.00 OFF 



Time-Stamped Show Notes

1:21 Recap of last week and intro.

3:40 This week Ashley is working on IT, cabling, and branding her website.

4:07 Ashley mentions her cousin, Steve Joves, who is helping her with graphic design.

4:37 Ashley talks about having a booth at the Intel company picnic on June 24. It’s thousands of employees and it’s a big deal. She talks about which freebie she could give away.

6:00 How much goes into a logo?

9:00 The feeling behind her brand is casual luxury: All the amenities of Four Seasons with a casual vibe.

9:56 Cool music on Fridays

11:00 How are you going to be the purple cow? How are you going to differentiate yourself?

14:18 The Intel picnic is about getting out to say hello and collecting emails.

14:48 What it’s like working with Dr. Anissa Holms of FBIGNITE and how she helps dentists grow their businesses.

17:10 Ashley discusses her contractor needs, from IT to cabling, and more.

22:17 The top priority is to have freebies at the Intel picnic, but what kind?

23:34 Michael discusses the Red Bull empty can marketing tactic.

23:50 Alibaba is a possible place to get bulk items for affordable cost.

24:23 Ashley talks about Unlock the PPO and why she’s so happy about the service. She found them on a Dental Town thread.

25:45 Michael gets Lisa Weber of Unlock the PPO on the phone to discuss how they negotiate insurance fees for you. Lisa gives the background on the organization.

30:11 Lisa talks about how they help dentists by acting as a liaison between the practice and the insurance company.

36:24 Lisa discusses how they identify insurance carriers that are difficult to work with.

39:04 Back to Ashley. She says that working with insurance is like playing chess and that it’s strategic.

41:45 The week has been filled with stress for Ashley as she’s had important business meetings while running after a screaming toddler.

46:30 Total of unexpected charges so far: $14,000.

49:11 How to delegate to grow your business.

52:47 Working in your business versus on your business. Mentions E-Myth Revisited by Michael Gerber.

53:27 When is a good time to delegate?

54:15 Facebook Ignite is the Resource of the Week.

54:45 How she wished she’d used associateships to learn about front office duties.

55:33 Her biggest headache is being a working mom, and she’s grateful she has family nearby.

56:21 How to know your limits and have a support system.

59:08 Help-a-Dentist. What is something completely unique that goes according with her dental practice’s brand that she can give out at the Intel picnic?

1:00 Ashley discusses what is on her plate for next week.

1:02 Why Sirona brand dental chairs?

1:08 Closing


3 Main Ideas


  1. Know Your Limits. When you get frustrated, step back and be grateful for the opportunity of being able to have a dream business. It’s good to have a support network that can help you with family responsibilities sometimes, while you take care of business.

Having an understanding spouse matters when you’re an entrepreneur. You need someone who believes in you and what you’re doing, even if you fail.


  1. Delegate it. “You have to know what you’re good at and then delegate all the areas where you know you suck at,” Ashley says.

As business people, we think we should wear every hat and do it all, but that might not be such a good idea. You’re not going to be good at all that you attempt, and why not get someone who can do it better and faster?

The solution is to have people around you that you can trust, so they can make some of the decisions and do good work.


  1. Stay True to Your Brand. Ashley mentions several times that the theme behind Smile & Co. is something different from the status quo. She wants to have music, culture, food, wine, and fun in the business and chooses items for the practice accordingly.

Being true to your brand means sticking to it, even though other dentists are doing something else. Customers recognize when a company is different, and it makes their experience more memorable. But even more importantly, you will feel good about your practice if it shows your identity and not someone else’s. If you can be yourself in business and have a good time, you’ll never burn out.




Ashley has been invited to an Intel company picnic and it’s her first major event. There will be thousands of employees there. She wants to order freebies to hand out so they can remember her when it’s time to see a dentist.

What is something completely unique that goes according with her dental practice’s brand that she can give out at the Intel picnic?



Resources of The Week

  • Ashley recommends the FBIGNITE training course with Dr. Anissa Holmes. She says it’s amazing and she learns all about things like marketing funnels, engaging the audience, and more.

Use the link to receive $100.00 OFF 



  • Mentioned Books:

E-Myth Revisited by Michael Gerber



Find Out More

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