Growth Factor® with Daniela Woerner | Spa Business Growth

Team-building and development is by far one the most challenging hurdles a spa owner has to face as they grow. Whether you started as a solo practitioner, as many spa owners and my guest on this episode did, or you began with a team, refining your leadership skills is an ongoing journey, although there’s typically one point in the path that becomes a defining moment. 

Here to join me on this episode is Desarae Marhofer who is a passionate aesthetician entrepreneur with 15+ years of specialized skincare experience, which includes owning and operating a full service esthetics studio as well as an aesthetician school. Together we talk about her journey from solo to team leader to studio + school owner and what lessons she’s learned along the way in becoming the best leader you can be for your business and your team. 

In this episode, we discuss: 

• When Desarae jumped from being a solo to having her first team member and how that was the turning point for momentous growth in her skincare studio
• How holding back on hiring team members created missed opportunities and how she navigated retention troubles as her business and team expanded 
• The critical mindset shifts Desarae needed to make as the leader of her business to help shift the culture of her team and get them onboard with her bigger vision
• Her tops tips for developing those leadership skills internally and externally

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/242

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

Think having an exit strategy only applies in corporate or for Silicon Valley start-ups? Think again! Even as a spa owner operating a small business, you need a game plan for what’s going to happen when you step away from the business, whether that be through reaching the traditional age of retirement or pivoting into purely the owner role without any of the operational work.

The beauty is that the future of your business is up to you, but the tough part is that if you want to see that future vision become a reality, you have to make a plan for it and start working toward it today, even if that end goal is still 10 years from now. In this episode, I’ll be giving you some insight into how to think about your exit strategy and steps to take now to begin working towards it. 

In this episode, you’ll learn: 

• Why delegating and releasing yourself of the busy work in your business is the key to unlocking your time freedom
• What you can do to get busy work off your plate and a step-by-step walkthrough on how to delegate one of the biggest time-wasting tasks in your business
• How to determine your exit strategy adn what needs to be factored into your plan 
• Why having an exit strategy is for every business owner, even if you never plan to sell 

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/241

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

While many spa owners and aestheticians differ in their niches, specialties, and goals for their career, if there’s one thing most of us have in common it’s that we’re a big group of Type-A, high achievers. I believe that boils down to the nature of aesthetics as a science and practice, and while that makes us great practitioners, as CEOs, sometimes our high-achieving tendencies can leave us burning the candle on both ends, and eventually burning out. 

That is, unless we take intentional steps to invite balance between our careers and home lives, which is what my guest Dr. Gina Charles aka Dr. G, and I are discussing in this episode. 

Dr. G is a prime example of what’s possible as a high-achiever who balances multiple businesses (she is the CEO of Serenity Aesthetics & Wellness, a boutique aesthetics practice in Philadelphia, and co-founder of Ade & Gina Studios, a wedding makeup and photography studio she operates with her husband) as well as being a wife and mom to two young children. Tune in to hear her unique path to her career in aesthetics and what steps she takes to effectively and efficiently stay on top of her game. 

In this episode, we discuss:

• How Dr. Gina got her start in the world of beauty business ownership while simultaneously completing medical school and how her two passions of medicine and makeup have fused together to create a truly purpose- and passion-driven company
• The key steps in her process to set and ensure that she’s successfully meeting her lofty goals for her life and businesses
• Dr. Gina’s top tips for calendar management and home-based systems so that she can be fully focused on family when not at work 
• Why leadership and delegation is such a critical piece to a high-achievers' success and the mindset piece that keeps Dr. Gina ground through her journey to achieve new benchmarks

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/240

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

Does having a dream team sound like a pipe dream? I promise you it isn’t, but finding the right people to make up your dream team and developing them properly so you can hold onto them for the long-term takes intention and a process. 

In this episode, I’m sharing my step-by-step process of finding your perfect-fit employees and team members, hiring them and getting them onboarded so you can demystify what it means to build a dream team once and for all. No more “it’s easier if I just do it myself” mentality; finding your people with this process will ensure that you get the full benefits of having a team that sees, supports and works toward your company’s vision.  

In this episode, you’ll learn: 

•  Why now is the time to build your team and prepare for exponential future growth opportunity 
• The 3 key steps from finding your perfect-fit employee to getting them properly onboarded 
• What tools and templates you need to have working for you inside your company so that you’re never starting the hiring or onboarding process from scratch
• My top tools and new hire sourcing recommendations to assist in building your dream team

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/239

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

If the recent changes to the Facebook and Instagram ads landscape have left you frustrated, confused, and ready to throw in the towel, I want to encourage you to take a deep breath and plug in those earbuds because today we’re going to kick that mind mess to the curb and get real on what’s really happening with Facebook ads.

And back on the Spa Marketing Made Easy Podcast to join me in this discussion is the Facebook Ads goddess herself, Tara Zirker, the founder of Successful Ads Club who has helped her clients and students generate millions of dollars in profit for their businesses. So put your woes at ease, Tara is here to give you the real talk and some major encouragement when it comes to modern day online marketing and advertising. 

In this episode, we discuss: 

• What the new iOS 14 changes mean for business owners looking to run ads and how it will shift your paid ads strategy moving forward
• The 4 key things to understand about the most recent changes Facebook has made with its advertising platform to comply with the iOS shift and what you need to have in your backpocket as an advertiser on the platform
• What types of creative elements are currently working best for ads and Tara’s top recommendations on where to spend your time, energy and budget on the Facebook and Instagram platforms 
• Where Tara sees the digital marketing and paid ads landscape shifting in the next 1-2 years and steps for how we can best be prepared 

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/238

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

You’re ambitious, a dedicated friend, family member, boss, a dreamer who knows they’re destined to live a life they love and do work in the world that, well, doesn’t even feel like work. But the *how* piece of that equation can make some days feel like you’re working your buns off, but for what? 

As my guest on this episode of Spa Marketing Made Easy explains, leaning into your North Star of your vision, mission and values to create a dream life you love doesn’t happen by accident. It happens on purpose. 

Joining me in this conversation is Tanya Dalton, a best-selling author, speaker, sought after business coach for women entrepreneurs, and nationally recognized productivity expert. In addition to her work as an author being featured in the world’s leading publications including Forbes, Fortune, Inc., Fast Company, and Real Simple, Tanya is also the Founder + CEO of inkWELL Press Productivity Co., a multi-million dollar company that provides tools to help women do less while achieving more.

In this episode, you’ll learn: 

• Why it is absolutely critical to figure out what you want out of your life, relationships, and your work so you can build a company that supports your vision and fuels it
• The purpose of casting a 5, 10, and 20 year vision and the pieces and steps that go into crafting it and getting clear on what that vision is
• Reverse engineering your vision into realistic goals and how to devise a plan to meet them
• Why everything you do in making progress toward your goals and vision needs to be rooted in purpose

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/237

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

If the word “negotiation” jolts your shoulders up to your ears and immediately makes your face contort, you can’t afford to miss this episode of Spa Marketing Made Easy. Because whether you like it or not, as a spa owner and CEO, negotiation is a non-negotiable part of business.  

Now, here’s the good news, anyone can learn to be a smooth sailing negotiator, and here to show you how is my guest, Susie Tomenchok. Susie works with individuals and organizations to amplify their strengths and unleash their internal negotiation skills to increase professional success. With over twenty-five years as a corporate executive with a Fortune 50 company, Susie and her team were responsible for end-to-end agreements valued at more than $80M annually and her portfolio of clients included ESPN, Discovery, Viacom, NBC, CBS and Boeing. From big boardrooms to small business owners, strengthening your negotiation skill set is for everyone. 

In this episode, we discuss:

• Why most small business owners need to shift their mindset around negotiation and understanding its role in business beyond what we commonly think of (i.e. salary negotiations)
• How to get out of your own way when it comes to ressisting negotiation and leaving opportunity on the table 
• What it really means to be a good negotiator and why you don’t have to be inauthentic, but rather embrace your personal strengths to leverage negotiations 
• The breakdown of Susie’s P.A.C.E. Method and how it facilitates walking away with a win-win situation

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/236 

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

Finances are the ultimate two-sided coin of business — on one side, it’s the lifeblood that can lead to quite a bit of entrepreneurial pressure. And on the other side, having a financially successful business is one of the keys to relieving all the pressure and unlocking true freedom, both in time and ability to do what we want not just with our business trajectory, but our lives. 

And it’s this aspect of business finances that my guest, Kristi Thiel, and I are discussing in this week’s episode. With more than 15 years and a unique blend of accounting and financial advisory experience under her belt, Kristi’s role as an Outsourced CFO is to help companies implement a strategy that ensures growth and profitability on track to achieving the long-term financial success they envision in both business and life. In this episode, we’re talking about Kristi’s approach to finances and how a CFO can function as a collaborative partner in your business to ensure that all your financial bases are covered. 

In this episode, we discuss: 

• How a CFO differs from a bookkeeper and CPA, and what they uniquely can do for a business in regards to finances 
• What CFOs do and how they work to help you achieve your goals 
• How to know when it’s the right time to consider bringing on a CFO and what pieces you need to have in place to onboard one effectively 
• Kristi’s unique approach and on boarding process that helps her client get a grasp of how their financials look today where they’ll move in the future to support both personal and professional goals 

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/235

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

Ecommerce has been the spa industry’s hot topic ever since last spring when the pandemic forced spas across the globe to close, however, ecommerce is nothing new. Now, that begs the question - have you already missed the boat on starting your own ecommerce store? 

Well, slight spoiler, but the answer is “NO!” And my guest on this episode, Matt Edmundson, shares why. Matt is a real-world eCommerce entrepreneur and coach who shows newbie and seasoned entrepreneurs alike how to leverage the power of ecommerce. 

Matt is also the CEO of the Jersey Company, a group of health, wellness and beauty companies that deliver products and services to over 120,000 loyal customers and has achieved global sales of $75 million. Needless to say, he’s a wealth of information and inspiration, and he doesn’t hold back in this interview! 

In this episode, you’ll learn: 

• How ecommerce has shifted in the last decade (and how it hasn’t), and why now is one of the best times to jump into building this arm of your business
• Where ecommerce can fit under your existing brand as an extension or how it can become an entirely new business altogether 
• Matt’s top tips for those considering embarking on their ecommerce journey and how to set yourself up for future success
• The triangle of business and which two qualities will be most vital for your brand and growth
• Matt’s key metrics that he advises every ecommerce business keep their eye on and the top digital marketing strategies he would deploy if he was just starting today 

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/234

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

There are a lot of fun topics to discuss in business - sales and profits, marketing and product development...but what’s not so fun? The legal stuff, specifically, trademarking and even more specifically, getting slapped with a cease and desist for infringing on a trademark. Thankfully, my guest on today’s episode actually makes the topic of trademarking approachable, understandable and dare I say, fun (especially when you learn what you need to cover your brand’s behind legally)!

Joining me on this episode is Keren de Zwart, who after working for 10 years in the corporate arena, left to fill the legal gap for entrepreneurs and small businesses by replacing the outdated billable hour model with flat-fee pricing. With a decade of experience in corporate transactions, Keren has worked with every type of business: from side hustlers and businesses raising millions of dollars to taking companies public. And today, she helps entrepreneurs get #legallylegit through her law firm, Not Your Father’s Lawyer (that name alone should tell you that she makes the topic of trademarks anything but boring!)

In this episode, you’ll learn:

• What a trademark is and how they function in the world of business and commerce 
• Understanding the different classes of trademarks and answering the questions: when should we get one? And why does it matter?
• The various nuances of trademarks and how they differ on the federal and state level
• Keren’s top tips for getting a trademark, what to expect, and how to navigate the process whether you’ve infringed on a trademark or other brands are infringing on yours

To read the full show notes for this episode, visit: http://www.addoaesthetics.com/blog/233

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