Growth Factor® with Daniela Woerner | Spa Business Growth

Ambitious women are wired for guilt. I know that statement packs a punch, especially if you let it sink in. 

Whether its mom guilt, guilt for spending time on something “frivolous” or “wasting time” on something that doesn’t move the needle or make you money, it’s all too easy for an ambitious woman to feel like she’s trying to “do it all,” but as a result, not doing it well. 

No matter how you want to classify the guilt, I want to take some time to shine a light on it, talk through it, and make a plan to blow past it. Life is too short to spend time in regret feeling guilty about how you’ve spent your time (it’s a vicious circle!). Tune in and let’s talk about how we’re going to leave the guilt behind and move forward with a plan for your life and business that feels good this coming year.   

In this episode, I go over: 

• How my journey through motherhood transformed my relationship with time and how I came face to face with mom guilt, plus, what I’ve done to shift out of it

• Why it’s important to examine how we feel around how we’re spending our time and how that aligns with our vision for our life and our businesses 

• The 4 critical steps in my and my team’s annual planning process 

• How you can join us for our Next Level Growth live virtual event where I’ll walk you through the process so you can learn and implement in one power-packed afternoon! 

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/353

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

Get registered for Next Level Growth on November 6, 2023 and receive our free digital workbook and Annual Planning Calendar Template. 

A sentiment I’ve often shared is that “it’s never too late to start,” and today’s guest is a beautiful example of how you can begin your life as Spa CEO after moving through a different career journey and be wildly successful at any age. 

Joining me on this episode of Spa Marketing Made Easy is Debbie Brewer, the CEO of Beauty Brew Skincare and Spa, a full-service wellness and beauty spa in New Jersey. Debbie began her entrepreneurial path after raising three incredible women as a stay at home mom, and once her kids were grown, she pursued her passion for aesthetics, which also led the way to sugaring, an element of aesthetics she’s building her legacy around. Within six months of opening her own business, Debbie went from $0 to $180K in revenue, and in this episode, we’re talking about how she made it happen.  

In this episode, we discuss: 

• Debbie’s journey of discovering the world of aesthetics and her personal skincare journey healing hormonal melasma 

• The transition out of filling the long-time role of stay-at-home mom for her family and moving into an aesthetics career, and eventually a Spa CEO of her own practice

• How partnering with Dermaconcepts, the distributors of Environ Skin Care, has helped set up Debbie for success through retail, treatments and gaining access to the exclusive resources Growth Factor Framework provides through our partnership with Dermaconcepts

• How Debbie looks at legacy and the steps she is taking now to move toward her long-term vision, plus, her words of wisdom for aestheticians on the cusp of transition and breakthrough 

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/352

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

Is your spa’s revenue stuck at the $28-30K per month mark? 

Often, I’ll see spa owners approach this issue with their sales and marketing hat on, but I’m here to tell you to swap out that hat for another because the thing you really want to be examining here is your team. 

Chances are, you’re not operating solely as the spa owner and CEO. Instead, you’re acting as the CEO and the spa manager (and maybe you’re still in the treatment room, too!). If you find yourself trying to figure out a way to up those monthly revenue numbers, it’s time to consider bringing on a spa manager, and in this episode of Spa Marketing Made Easy, I’m breaking down exactly what someone in this role should be responsible for. 

In this episode, you’ll learn: 

• What it means to have someone else other than you owning the role of spa manager

• What qualities should you look for in a spa manager and what tasks they typically handle

• How having a spa manager on your team shifts your day-to-day responsibilities as a Spa CEO

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/351

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

If you’re like the majority of the spa owners who tune into Spa Marketing Made Easy, you likely started your business from a place of passion. Maybe you set out as a solo straight out of school and now you’re focused on building your empire. Maybe you set out to build your own practice after years of working for someone else and knowing you could build something even greater. 

Typically, when we build a business from a place of passion and doing what we love, the idea of selling that business isn’t one of the reasons we dove into entrepreneurship. However, as you build your business into a valuable asset, grow your team, and work yourself into the role of Spa CEO and out of the day-to-day operations, selling your company might become a more intriguing idea.

Here to discuss the process of selling your business with me is Ben Hernandez, the founder and managing director of Skytale Group, a firm specializing in strategic management consulting and M&A Advisory who helps  businesses, especially those in the health and personal care space, grow, scale, and sell.

Tune in as we talk all about the key things to consider and plan for if selling your business is a route you wish to take. 

In this episode, we discuss: 

• Understanding when to sell and how (and when) to begin thinking about the selling process 

• How a company like Skytale works with spa owners and aesthetic practices to sell the assets of their business and the first steps they take to get started 

• The key things your business needs to have in place to get the best valuation possible and the litmus test for knowing if you have those elements 

• The gold standard financial benchmark for a business looking to sell and the 3 big stages of selling a business 

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/350

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

This may be a podcast all about spa marketing and business growth, but want to know the *real* secret behind successful spa marketing made easy? Having products and treatments you’re excited to offer and can’t help but share! 

And while I’m no longer in the treatment room, I’ll never stop nerding out on new aesthetics technologies, devices and products, which is why I had to bring Giovanna McCarthy, founder of PDO Max on to the show. 

In January 2020, PDO Max became one of a few companies who had a fully FDA cleared PDO thread-in-cannula device, which offers one of the least invasive products to help reposition sagging skin while also stimulating collagen and elastin production to give patients defined features while maintaining a more naturally youthful look. 

Giovanna is a visionary entrepreneur with over 30 years in the aesthetics industry and I can’t wait for you to learn more about her incredible products PDO AfterGlo™ serum and Glowpin™ multi-needle stimulator as well as glean insights from an entrepreneur with an extensive track record of continuously staying ahead of the curve in the aesthetic industry. 

In this episode, we discuss: 

• Why it’s important for aestheticians to stay abreast of new technologies and treatments, even if they’re outside of their defined scope of practice 

• How threads work within the skin and the opportunity Giovanna saw in translating the benefits and technology of threads into a non-invasive product

• The ins and outs of the PDO Max AfterGlo™ serum and Glowpin™ – how it works within the skin and how it can be utilized within your aesthetic practice 

• Answers to common questions aesthetic practitioners have about offering PDO Max AfterGlo™ serum and Glowpin™

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/349

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

Now that we’re approaching Quarter 4 and looking to the year ahead, you might be planning your yearly promotions and other revenue-generating activities, and I’ve got a question for you – do you have ecommerce on your plan? 

If not, you should! Yes, ecommerce had a big boom back in 2020 (maybe you hopped on that train, but now you’ve been hanging out in the station once your spa got back up and running), but whether you ever ventured in to ecommerce or not, it has a massive potential for being your biggest revenue generator and profit maximizer in 2024. 

Tune in as I discuss how to think about the opportunities ecommerce presents as a Spa CEO and the first steps in getting started, or ramping your online shop back up.

In this episode, I cover: 

• Why spas and aesthetic experts have a huge advantage in the ecommerce arena and how to leverage it

• The breakdown of numbers you need to bring in $100K through your ecommerce revenue stream 

• The tools and softwares you want to have working for you so that ecommerce works as your spa’s 24/7 profit machine 

• The major marketing keys you need to unlock consistent sales 

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/348

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

Paying your team – it’s the topic that’s as old as time for every Spa CEO in our community, and as long as you’ve got a vision to grow your aesthetic practice, the topic of team pay is one you’ll return to again and again. 

In this episode, I’m diving deeper into the numerical breakdown behind profitably paying your team and answering specific questions from a previous training I did inside the Spa Marketing Made Easy community called, “Commission vs. Hourly - How to Pay Your Team.” (Link to this video in the full show notes.)

Whether you’re currently a solo aesthetician with dreams to one day have other providers in your practice, or you’re currently trying to find a team pay structure that benefits your team and your business in the long-term, you won’t want to miss this episode. 

In this episode, we discuss: 

• The variety of reasons why salary-based pay isn’t the way to go for spa owners 

• The Profit First approach to your money breakdown and how to ensure you’re adjusting the numbers to fit your needs 

• The big benefits of hourly pay and how to properly communicate and present your compensation package properly to your employees 

• The benchmark for your providers that allows you to know whether you’re profitably paying your team

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/347

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

One of the biggest decisions you can make when it comes to growing your practice is how you’ll enhance the offerings you provide for your clientele. Not only do you need to pinpoint in-demand treatments, but you also need a keen eye on the emerging science and technology that is going to provide the best results for your ideal clientele. 

Here to discuss with us Rohrer Aesthetics’ vast array of clinical technologies as well as their philosophy behind training and supporting their aesthetic practice owners is Ryan Arca, Aesthetic Vice President of Rohrer Aesthetics and a 16-year veteran of the medical aesthetic device space. Ryan is a wealth of knowledge on all things clinical and light-based technologies, the evolution of aesthetic modalities, the competitive space, and the importance of technology in this growing field. 

Tune in as we talk shop about the highly versatile devices Rohrer Aesthetics is bringing to the table as well as the key things to keep in mind for any modality or device company you’re choosing to partner with in your practice. 

In this episode, we discuss: 

• An overview of the vast array of devices and technologies that Rohrer Aesthetics has to offer and how they’re making versatility for your practice affordable and accessible 

• Why having a multitude of solutions allows for the best aesthetic results for your clients as well as marketing capabilities for your practice 

• The benefits of transparent pricing and what key elements to look for when search for device company to partner with for long-term ROI 

• What level of support you should expect as a spa owner from your device partners from training to marketing 

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/346

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

Did you join us for our Spa Business Boost - Maui Fundraiser event? In this week’s episode of Spa Marketing Made Easy, I’m recapping how the event went and just what kind of impact our community was able to make in the Maui community and relief efforts. Plus, a personal update on Maui, special thanks to our incredible event partners, and how you can still get in on the Spa Business Boost action.

In this episode, we discuss: 

• How the Spa Business Boost Event came together and what we were able to donate thanks your ticket sales 

• A special thank you and shout out to our sponsors and raffle partners

• What we’re currently doing to aid Maui relief efforts and what the community will continue to need as they rebuild 

• How you can continue to support the Maui community while growing your spa business 

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/345

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

On August 9, 2023 wildfires raged through the island of Maui devastating the island, specifically the town of Lahaina. As a former resident of Maui and with a family that has lived on the island for more than 20 years, the devastation left in the aftermath hits close to home. 

In an effort to give back to the community that has given so much to me and my family, we’re hosting a one-day virtual event called Spa Business Boost, with every cent going toward Maui relief and aid efforts through the Maui Strong Fund. 

Spa Business Boost will be a full day of virtual training focused on sales and getting new clients for your spa and include access to some of my most high-value resources plus additional trainings and a chance to win prizes from our event partners. 

Tune in to hear all the details of the event and how we can show up for Lahaina and the people of Maui. 

In this episode, we discuss:

• All the details for our upcoming Maui fundraising event - Spa Business Boost, happening on August 28

• What you’ll learn during this exclusive virtual event and how you can enter to win thousands in raffle prizes from our event partners 

• What you’ll gain access to when you purchase a ticket for Spa Business Boost 

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/spa-business-boost

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.