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 Notes1:21 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 Fridays11:00 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 de

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