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The Making Of Smile & Co. — The Art of the Yes: Communication, Selling, and Reading the Room Ashley and Collin catch up after a busy stretch away from recording, starting with Smile & Co.'s first full team meeting in a long time. What follows is a deep dive into the communication framework Ashley built and taught to the whole team, why "selling" isn't a dirty word in dentistry, and how to read a patient before you ever sit them in the chair. What You'll Hear in This Episode: A Four and a Half Hour Team Meeting Ashley walks through her first solo-run team meeting, a 72-slide presentation built for 17 team members, including many new hires who didn't know Smile & Co.'s backstory. Why she used the time away from the practice during Brian's health scare to reconnect with the "why" behind the business. Smile & Co.'s New Core Values: CHIC Ashley breaks down the simplified core values she landed on with help from AI and a review of years of podcast transcripts and Google reviews, Create unreasonable hospitality, Honor, Inspire growth, and Cultivate a thriving team and community. Why Selling Isn't a Dirty Word Ashley's exercise asking the team who believes selling is bad, and who wants to earn more money, and the discrepancy it revealed. Her reframe: selling in dentistry is an exchange of conviction, not a hard pitch. The 80/20 Rule in Practice Why 20% of patients drive 80% of production, Ashley's "Chanel of dentistry" mindset for knowing your worth, and her permission to the team to dismiss patients who drain more energy than they're worth. Mirroring and the Four Patient Types How Ashley reads a patient's energy and adjusts her own, the difference between how people want to be treated versus how they want to be sold to, and a breakdown of the four patient types Smile & Co. trains around: the warm talkative patient, the analytical quiet patient, the fast moving professional, and the nervous deferential patient. Why the Nervous Patient Matters Most Ashley shares how winning over anxious, previously underserved patients built Smile & Co.'s Folsom location with zero paid marketing, and why that patient type often becomes a practice's biggest referral source. What's Coming Next This conversation is the first in a multi-part series, with more to come on the buying equation and Ashley's Smile Framework. Ashley is also compiling a community-sourced list of startup regrets for a future episode. Catch Ashley Live Ashley is speaking at the Wellness Dental Forum, hosted by Dr. Katie To, on October 17th and 18th. Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

The Making Of North Star Implants & Periodontics with Dr. Paula Cohen Schlemmer Dr. Paula Cohen, a periodontist opening North Star Implants and Periodontics just outside Dallas, joins Ashley to talk about the winding road from dental school to specialty practice, and the first steps of building her own office from scratch. What You'll Hear in This Episode: From General Dentist to Periodontist Paula's path through a general residency in San Antonio, several years of associate and corporate work during COVID, and the moment she realized specialty practice was the right fit. Why she believes doctors who practice first make stronger residents, and the mentor who first showed her what periodontics could look like. A Research Win Worth Bragging About Paula shares her Balint Orban Award-winning research on wound healing in older patients, using single cell RNA sequencing to understand why bone quality lags in patients over 65, and what that could eventually mean for patient care. Finding the Right Space Why acquisition and associate opportunities didn't line up with Paula's timeline once she moved back to Texas, and how a broker's demographic report led her to a space three minutes from her own house, with strong growth numbers and specialist-friendly neighbors already in place. Working With a Broker How Paula's broker was paid, what he caught in her lease and LOI before it reached her lawyer, and how he negotiated her tenant improvement allowance up and her rent down. Naming North Star Implants and Periodontics The story behind the name, a joke from her husband that stuck, and the surprise she found on Instagram after committing to it, another nearby startup with a nearly identical name. Building for Growth From Day One Why Paula built out seven operatories and plumbed for two full-time doctors and two hygienists from the start, even though she's opening solo, and her five-year goal to bring on an associate or partner. Referral Marketing as a Specialist Paula's approach to building relationships with 40-plus general dentist offices in her area, including office visits with local snacks, a referral folder outlining her communication process, and why she's prioritizing lunch and learns with her marketing budget. Hiring and Opening Timeline How Paula found her surgical assistant and patient care coordinator, her plan to stay flexible with scheduling in the early days, and her target opening date in early October. Asking the Community Paula's open questions for TMO listeners: how far in advance to bring on staff before opening, and reception chair recommendations that hold up to real patient traffic. Where to Find Paula  @thecraftydentist  North Star Implants and Periodontics @northstarperio and www.northstarperio.com Connect with Ashley: Instagram: @ashleyjovesdds Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register. Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

Ashley shares a personal update recorded on a quiet Sunday evening, no clinical talk, just life. What's In This Episode: Brian finished radiation and is back at work. His follow-up PET scan came back with a possible cancer recurrence scare that lasted over a week of waiting. Ashley shares the toll that wait took on her, a girls' weekend in Napa, a hard conversation with Brian mid-run, and the relief when his results came back normal. She talks openly about anxiety, faith, and leaning on community during hard seasons, whether it's health, business, or life in general. If you're in a season of waiting right now, this one's for you. Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register. Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

Back Where It Started: Ashley Reunites with Michael Arias of The Dental Marketer Before Smile & Co. existed, before The Making Of existed, there was Michael Arias. He was the first person to ever interview Ashley about her plans to open a dental practice, recorded when Folsom was still just an idea and a construction timeline. That conversation, and Ashley's decision to keep documenting the build in public, is what became The Making Of. Ashley sits back down with Michael on his show, The Dental Marketer, to catch up properly for the first time in a while. The question driving this one: what happens when the practice you built is forced to stand without you? What starts as a catch-up between two old friends turns into personal conversations, covering the decade since that first interview, the second practice, a family health scare that changed everything, and what she's chasing now that "more" isn't the goal anymore. What You'll Hear in This Episode: Where It All Started Ashley and Michael revisit their first interview together, recorded before Smile & Co.'s Folsom location opened, and how documenting that build in real time became the foundation for The Making Of and its Facebook community. Ashley admits she was so nervous before that first recording, she had to run to the bathroom ten times. What 2017 Ashley Wanted vs. What 2026 Ashley Wants A look at how Ashley's priorities have shifted since opening her first practice, from chasing independence and building a brand to redefining what growth actually means to her now. Brian's Health Scare Ashley shares the story of discovering a lesion during a routine check on her husband Brian, the biopsy that initially came back benign, her decision to push for a second opinion, and the diagnosis and treatment that followed. She speaks candidly about the importance of oral cancer screenings, for patients and for the people closest to us. Building Smile & Co. #2 Why Ashley opened the Roseville location in 2023, how its first year outperformed Folsom's numbers on a fraction of the patient base, and the backup plan Ashley had in place if she'd needed to step back entirely. When Growth Stops Being the Goal How Smile & Co.'s systems and team held steady when Ashley had to step back from day to day practice, what that transition revealed about the difference between being a boss and being a friend to her team, and why she now measures success by how little the practices need her. What Actually Builds Loyalty Ashley's take on why hiring for core values matters more than any technology or design investment, and the low cost habits that have created more patient loyalty than anything else at Smile & Co. Redefining Success Ashley reflects on what success has and hasn't fixed, why "more" stopped being the goal, and what she's chasing instead: practices that run without her, more white space, and a life where the people who matter most still want to be around her. Where to Find Ashley Instagram: @ashleyjovesdds, [@smileandcompany], [@themaking.of] Facebook Community: The Making Of a Dental Startup Where to Find Michael Instagram: @thedentalmarketer Podcast: The Dental Marketer Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

The Making Of Smile & Co. #2 — Episode SEVEN: Supply Ordering, Storage, and Building the Buzz Dr. Ashley Joves and co-host Collin Al-Samarrie sit down in person to break down how supply ordering, storage, and pre-opening marketing looked different the second time around, from Folsom's early over-ordering mistakes to the systems built into Roseville from day one. What You'll Hear in This Episode: Folsom vs. Roseville: Ordering Then and Now Why Ashley's first round of ordering in Folsom followed a rep's list rather than her own procedures, including oral surgery kits she rarely used. How writing down every procedure and every item involved, down to the smallest supply, shaped ordering for Roseville from the start. Upgrading the Basics The jump from Ya Bang Bang high speeds and single-use burs in Folsom to engraved Brasseler bur blocks in Roseville. Why joining the Kois and Synergy buying groups changed the hygiene instrument game, and the switch from PDT scalers to HuFriedy. Centralized Storage vs. Scattered Cabinets Why Folsom ended up with a she-shed for overflow and supplies spread across multiple cabinets, and how Roseville's single centralized supply closet with open shelving and a painter's tape system changed the game. Why open shelving beats hidden cabinets for avoiding expired product. Basecamp vs. the Tag System Ashley and Collin compare two ways to track low supplies, a shared Basecamp task list versus a physical tag system. Collin breaks down why Basecamp won out for her, one centralized login, visibility across both locations, and no more chasing down missing tags. The Supply Budget Formula Ashley breaks down the spreadsheet method from her Net32 blog: keeping lab supplies around 3 to 4% of collections, working backwards from the previous month's numbers, and why that number holds the whole team accountable, not just the back office. Read the full breakdown on Net32. Why Buy-More Deals Aren't Always a Deal The real cost of buy three get two promotions when product sits and expires before it's used. Why Septocaine is the exception and how excess PPE from re-gloving mid-procedure quietly eats into supply costs. Handing Off the Ordering Ashley's approach to finding the right person for supply ordering, documenting the system first, and setting spending checks so the role doesn't fall back on the owner. The maintenance rule for small fixes versus owner approval, and why Sirona chairs are a hard no for DIY. Building the Buzz Before Opening Coming soon signage, neon A-frames, and weekly social media updates during construction. Joining the Roseville chamber, a ribbon cutting, a farmers market appearance, and partnering with a neighboring wedding venue's bridal fair for lead generation. What's Coming Next A first look at the SOP binder Ashley has been building, currently 77 pages and still growing, covering both Folsom and Roseville with front office documentation still to come. Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register. Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

The Making Of Evelina Smiles - SEVEN One Month In: What Actually Happens When the Doors Open  Ashley catches up with Dr. Rich Constantine for his first update since Evelina Smiles saw its first patient. Real numbers from opening week, the 90-minute new patient experience, a few good MacGyver moments, and the one thing Rich would do differently with his loan allowance. What You'll Hear in This Episode: Opening Week, By the Numbers First patient seen July 22nd. One patient on day one, five or six by day two. Now averaging four to eight patients a day with a team of four. Why it feels busy even when the schedule isn't full yet. The 90-Minute New Patient Visit CBCT scan, full X-rays, and an iTero Lumina scan before Rich ever walks in the room. Why hygiene leads the visit. How Rich drops chart notes for the team mid-scan so patients hear about treatment needs before he enters. Why extraoral photos are reserved for aesthetic and ortho cases only. Scanners, Software, and Workflow Choices The jump from older iTero models to the Lumina. Primescan for in-house restorative work, Williams Dental Lab for smile makeover cases. Why Rich chose B Smile over Invisalign for ortho and what that collaboration with an orthodontist looks like. Growing Pains of a New Space T-Mobile as an internet bridge while waiting on AT&T fiber. Occasional glitches with cloud-based imaging software. Why Rich says most of it comes down to a new team learning a new space together, not broken equipment. Marketing Held Back on Purpose Why Rich waited roughly three weeks before turning on Google ad spend. Getting in-network with insurance companies first. The one regret: not allocating more of his loan toward marketing from day one, and why he says the ROI is there if you track it. Building the Team Around Full-Time, Not Part-Time Four-day work weeks, Mondays and Wednesdays 8 to 4, Tuesdays and Thursdays 9 to 5. Why Rich built around full-time staff instead of splitting people across multiple offices. Wednesday 2 to 4 team training, and why he's committed to keeping it even as the schedule fills. Supply Runs and a Few MacGyver Moments Running out of glycerin mid-delivery. Building a curing light tack tip out of electrical tape and a rubber dam hole punch. Why Rich still checks Amazon to dodge the dental tax, and how ordering runs through Benco for now. Branded Merch, Round Two Banded T-shirts from Rich's first startup, and why he skipped the toothbrush-and-toothpaste goodie bag this time around. Getting particular about Pantone matching, print quality, and fit before handing anything out. The B2B idea Rich heard on a podcast: marketing in-office membership plans directly to local businesses as an alternative to traditional dental insurance. What's Next A fall grand opening on the horizon, plus upcoming content days with Studio 8E8 and a second outside creator. Connect with Ashley: Instagram: @ashleyjovesdds Connect with Rich: Instagram @dr.c_smiles or [email protected] Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

Michelin Star Moves: The Smile Design Process Dr. Ashley Joves sits down with co-host Collin Al-Samarrie to walk through how Smile & Co. approaches cosmetic cases, from the first consult to the sneak peek reveal, and why she built this into her practice in the first place. Where It Started Ashley's interest in aesthetics began in dental school as part of NYU's honors aesthetics program, taught in part by a then up-and-coming Dr. Michael Apa. She later completed a highly competitive three-resident program outside Philadelphia, where weekly specialist-led sessions gave her hands-on experience across surgery, perio, and complex case planning. Finding Her Niche Ashley initially considered orthodontics before dental school but found her calling in the artistry of general dentistry instead. After years of "bread and butter" work as an associate, including an implant residency she ultimately stepped back from, she didn't return to cosmetics full time until opening Smile & Co. in 2017. The Digital Smile Design Process Patients start with a virtual or in-person consultation, Kois-protocol photos, and an iTero scan sent to Ashley's ceramist for an initial digital design. Weeks later, patients return for a "sneak peek" try-in day using Luxatemp, a no-drill preview Ashley calls the test drive before commitment. Setting Expectations Ashley reframes the "cement day" as a "try-in day," to remove pressure from the process. Patients are told upfront that a smile may take more than one try to get right, and that dentistry isn't meant to last forever given how hard people are on their teeth. Vanity vs. Need Ashley pushes back on the idea that cosmetic dentistry is purely vanity, pointing to Kois' teaching that healthy enamel should wear only one millimeter every 150 years. Visible chipping, thinning, or shortening are signs of an active disease process, not aging or vanity. Looking Ahead Ashley shares her longer-term goal of building Smile & Co. to a place of profitability that allows for more charity smile work, referencing past "Give Back a Smile" cases. The conversation closes with a teaser for an in-person TMO community meetup. Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

The Making Of | Brian Is Back: A Life Update From The Centurion Lounge In this episode Ashley and Brian record from the Centurion Lounge in Phoenix while waiting for a delayed flight home from a conference in Scottsdale. It is the first time Brian has been on the podcast in months and they cover a lot of ground together. From completing radiation to returning to work part time to the big questions this past year has forced both of them to sit with. What You'll Hear In This Episode: Brian's Health Update Brian completed radiation at the end of May. Eight to nine weeks post radiation he is returning to work part time and progressing better than his doctors expected. He still has some recovery ahead but the momentum is there. The Forced Slowdown This past year gave both Ashley and Brian something they never would have chosen but are genuinely grateful for. Time. Time with the boys. Time at the park. Time to sit with the big questions about purpose, fulfillment, and what they are actually building and why. Reevaluating What Matters Brian opens up about the deeper work this year has asked of him and Ashley reflects on the new filter it has given her for everything. What is the true calling? Why did they go through this? And how do they want to spend the energy they have going forward. Brian also talks about the urgent versus important framework and how he has started walking out of meetings that do not move the needle. The Conference And The Community Both Ashley and Brian reflect on what they loved most about the conference they just attended. Not the keynotes. The conversations. The connections. And how much it reminded them of why The Making Of retreat is so special and why they cannot wait to get back to it. The Comeback Ashley is back in the practice figuring out how to grow leaders so the business can not just run without her but be profitable without her. Brian is going back part time and easing back into life one day at a time. They are both still figuring it out and they are grateful to have this community figuring it out alongside them. Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

The Making Of Smile & Co. #2 — Episode SIX: The Tech Behind The Practice In this episode Ashley and Collin get into all the technology behind Smile & Co. #2. From practice management software to in house milling, scanners, 3D printing, and the music that patients always comment on. This one is packed with real world insight for any startup doc trying to figure out what technology is actually worth investing in and when. What You'll Hear In This Episode: Practice Management Software Ashley shares why she went back to what was tried and true after exploring a cloud based option for the Roseville location. She also breaks down the pros and cons of cloud versus server based software and why the ability to see both locations in one consolidated view has been a game changer. IT Support: Local Versus Remote Ashley makes the case for local IT every single time. When the phones go down or the server goes kaput you want someone who can just come. Not someone you have to troubleshoot with over the phone. Imaging Software and Sensors Ashley walks through the imaging software and sensors at Smile & Co. #2 including why she chose to rent sensors instead of buying them and what she has learned from the very expensive lesson of owning sensors at the Folsom location. AI Radiograph Analysis Ashley and Collin talk about how AI radiograph analysis has changed the patient education experience at Smile & Co. #2. Patients see shades of gray on a radiograph. AI shows them exactly what is going on in a way that actually makes sense to them. CBCT No CBCT at Roseville yet. Ashley explains why and when she would invest in one. Spoiler. It comes down to what you are actually doing clinically. Scanners: Folsom vs Roseville Two different locations. Two different workflows. Ashley breaks down the scanners at both offices and why the difference between them is night and day when it comes to restorative cases. 3D Printing The 3D printer has been at the Folsom location for years. Ashley shares what they use it for now, where 3D printing is headed, and why the latest advancements in printable restorations have her attention. Cerec and In House Milling Ashley walks through the entire same day crown workflow at Smile & Co. #2 from the pre-scan to the prep to the design to the mill and fire. Her fastest case? Three crowns in under 25 minutes of milling time. She also shares why she would not recommend in house milling to a startup doc right out of the gate and why she has no plans to bring one into the Folsom location. The Music 90s and 2000s hip hop and R&B. It is in the core values. Patients love it. And yes there have been assistants sprinting down the hallway to skip a song mid appointment. Coming Next Episode Ashley and Collin get into systems. How Smile & Co. #2 got off the ground and everything that went into building the workflows that run the practice today. Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

The Making Of Smile & Co. #2 — Episode 5: Operatories, Chairs, and Everything In Between In this episode Ashley and Collin get into the equipment decisions behind Smile & Co. #2. From how many ops are plumbed versus equipped to why Ashley switched from Sirona to A-dec, this one is packed with real world advice for any startup doc trying to figure out where to spend and where to save. What You'll Hear In This Episode: The Operatory Layout Smile & Co. #2 is plumbed for nine operatories and currently equipped with five. Ashley walks through the layout including her open bay hygiene section with floor to ceiling windows, the restorative rooms, the cosmetic suite, and her plans for the remaining ops including a dedicated sedation room and a potential Botox suite tucked away in the back. The Sterilization Setup Ashley and Collin break down the sterilization area from dirty to clean, the gorgeous marble black countertops that patients actually compliment, the slat wall system from Uline that replaced traditional tip-out bins, and the tech cubby that keeps all the scanners and equipment tucked away and out of the patient flow. Sterilization has somehow also become the unofficial team hangout. No complaints. The Chairs Ashley went with A-dec for Smile & Co. #2 after her experience with the Sirona Intego chairs in Folsom. She breaks down the difference between the 500 Series in the cosmetic suite and the 400 in the restorative rooms, why she chose continental delivery, and why patient comfort should be the number one deciding factor when choosing a chair. The Assistant Package Two high speed suctions on the assistant side. A dedicated workstation. A round table. And garage style drawer doors for the tubs that slide out instead of swing open. Ashley is very extra about her millwork and zero apologies are being made. Electric Handpieces Once you go electric you never go back. Ashley makes the case for investing in electric handpieces from day one and shares the full mouth sedation case that reminded her exactly why she would never work without them again. The Equipment Philosophy If it improves the patient experience or makes your job more enjoyable, more efficient, and more profitable, it is worth the cost. That is Ashley's filter for every single equipment decision and it is the advice every startup doc needs to hear before they start spending. Coming Next Episode Technology, the Cerec, 3D printing, the music in the rooms, and all the little things that make Smile & Co. #2 what it is. Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

In this episode Ashley and Collin dive into the design details behind Smile Design Studio in Roseville. From the Pinterest board that started it all to the $200,000 lighting package that got vetoed, the $45,000 fireplace that never happened, and the cosmetic wing that patients cannot stop raving about. What You'll Hear In This Episode: The Design Vision If Tom Ford met dentistry, what would that look like? Ashley shares the Pinterest board of boutique hotels, restaurants, and resorts that inspired the entire aesthetic of Smile Design Studio. Neutrals, blacks, clean lines, and a vibe that is anything but a dental office. She also shares the one scent detail that had patients asking questions the moment they walked through the door. The $200,000 Lighting Reality Check Ashley wanted uplighting, downlighting, chandeliers, and statement fixtures throughout the entire space. The lighting package quote came back at $200,000. She scaled back. Tastefully. And the office still looks stunning. The Fireplace That Never Was A see-through fireplace separating the lounge from the consultation room was on the original design. The quote came in at $45,000. It did not make the cut. Neither did the full kitchen in the break room. Sometimes champagne taste has to meet the hotdog budget. The Design Box After flying to Denver to meet with the architect for the 3D walkthrough, Ashley received a large box of every material sample for the office. Flooring, tile, millwork, wallpaper, and hardware. She and Collin spent hours going through it and there is an unboxing video to prove it. Hardware, Furniture, and Finishing Touches Matte black hardware throughout. Chandeliers from Crate and Barrel, West Elm, and CB2. Sofas and lounge chairs from Rove Concepts. A white sofa in the patient lounge that the team Scotchguards on the regular and would do again in a heartbeat. The Coffee Bar A single serve machine that grinds beans fresh for every cup, sparkling waters, flavored syrups, and creamers. Ashley also shares the California ADA accessible counter height detail that catches a lot of practice owners off guard. The Cosmetic Wing The crown jewel of Smile Design Studio. A dedicated cosmetic photo studio with a black wall and light boxes, a private patient restroom with river rock flooring, a concierge desk, and Ashley's personal office with a couch and TV for patients during long procedures. It feels like a completely separate business within the practice and it is the single thing patients compliment most. The Advice Worth Writing Down Know your long game. Design for who you are and where you are going. And if this is your first location do not go balls to the wall. Save that for when you have already proven the concept. Resources Mentioned: Scent diffuser and espresso machine links coming in the show notes and newsletter soon Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register. Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

The Making Of Evelina Smiles - SIX Delays, Profit Sharing, and the Week Before Everything Changes In this episode Ashley sits down with Dr. Rich Constantine for a look at what the final stretch before a soft opening actually feels like. Setbacks, systems, 300 patients on a priority list, and the first peek at how Rich thinks about rewarding his team. What You'll Hear in This Episode: The Weeks Leading Up to Opening Supplies delayed by the Fourth of July holiday. Design Ergonomics trainer flew in but not everything was ready. Certificate of occupancy and zoning permit still pending over a landscaping detail. How Rich is keeping his head right when things do not go as planned. His mantra this week: pressure is a privilege. Where the Building Stands Software integrated. Imaging bridged with practice management. Phones hooked up. Wi-Fi working. TVs up. Chandeliers hung. Interior signage still coming. Half the waiting room furniture arrived. Scanner still in transit. Soft open pushed back. Training and Systems CareStack boot camps underway. Admin team working through UCR fees, third party financing conversations, patient portals, and building out Q and A for the AI phone system. Say this not that verbiage in place for both front desk and clinical team. Written playbooks and binders being built from scratch before the first patient walks in. 300 Patients on the Priority List Rich casually drops one of the biggest wins of the episode. How the landing page, social media, QR code signage, and periodic email updates built a pipeline of 300 prospective patients before the doors even open. What he is doing first when the phones go live and why he is keeping ad spend light to start so he can see what is actually working. Merch, Giveaways, and Branded Everything The T-shirt rabbit hole. Why Rich wants to do premium branded gear or nothing at all. Printful, Real Thread, BYLT, and Cuts all come up. Ashley makes the case for buying great shirts and just getting them embroidered locally. Profit Sharing vs Bonus Culture Rich opens up about how he thinks about rewarding his team. Why he calls it profit sharing and not a bonus. Clear KPIs, collective rewards, and why nobody gets money that is not there. The difference between rewarding people blindly and building a team that understands the numbers. And why you do not own a business if you have to be there for it to run. Connect with Ashley: Instagram: @ashleyjovesdds Connect with Rich: Instagram @dr.c_smiles or [email protected] Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

Building Ashley's Second Smile & Co. Office: Floor Plans, Architects, and Unexpected Surprises In this episode, Ashley and Collin go behind the scenes of building Ashley's second Smile & Co. office, diving into the two-year construction timeline and the decisions that shaped the space from day one. Ashley opens up about drawing her own floor plan on taped-together printer paper, why she brought on a dental-specific architect for this build (unlike her first location), and the surprising realities of buying an existing building versus leasing one. In this episode: Ashley's original floor plan: drawing it herself on taped printer paper and comparing it to the final resultWhy Ashley hired an architect for this build (and didn't for her first location)Architect vs. GC: cost differences, scope of work, and who actually needs an architectThe Denver trip: Pinterest boards, a 3D walkthrough, and designing the vision from scratchHow the architect, GC, and interior designer worked together (and Dave's initial hesitation about "too many cooks")Designing a separate cosmetic wing, the "office within an office" conceptCommunication between the build team: walkthroughs, emails, and staying in the loopUnexpected surprises: shared Wi-Fi with the building next door, a load-bearing wall that couldn't move, and the "pony wall" fixThe $71,000 building permit shock, and why budgeting for city fees matters more than people thinkAshley's advice: architect vs. no architect, and why owning your building changes the equationThank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

Michelin Star Moves: The Morning Huddle That Changes Everything In this episode Ashley and Collin break down the morning huddle that has become a non negotiable part of how Smile and Co. runs every single day. From starting with gratitude to identifying VIP patients, this quick episode is full of tactical takeaways you can implement in your own practice starting tomorrow morning. What You'll Hear In This Episode: Starting With Gratitude Every huddle begins with each team member sharing something they are grateful for in the office. It is fast, it is simple, and it sets the tone for the entire day before a single number gets discussed. The Numbers Check In After gratitude, the team reviews new patients for the month, the previous day's collections and production, and where the schedule currently stands so everyone is aligned before the day begins. The Chart Review Process Assistants and hygienists go through every patient on the schedule ahead of time, checking for current PAs, treatment accuracy, updated medical history, and any nuances the team needs to know. Ashley shares why catching these details before the patient is in the chair makes all the difference. Identifying Same Day Treatment Opportunities The team flags unscheduled treatment and potential no shows in advance so they always have a plan if a gap opens up in the schedule. The VIP Patient Strategy One of Ashley's favorite parts of the huddle. Each day a team member identifies one patient they are going to go above and beyond for, which naturally creates the kind of experience that leads to glowing reviews and referrals. Why Fifteen Minutes Changes The Whole Day Ashley and Collin explain why this short huddle creates seamless communication between hygiene, assistants, doctors, and front office, and why the investment of fifteen minutes pays off across the entire day. The End Of Day Huddle They Miss Ashley shares why she misses doing an end of day huddle in the earlier days of the practice and what made it such a valuable learning tool for the team. Connect with Ashley: Instagram: @ashleyjovesdds Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

The Making Of Evelina Smiles | Front Desk, Floors, and Soft Opening Strategy with Dr. Rich Constantine In this episode Ashley catches up with Dr. Rich Constantine after a few weeks away and gets a full update on everything happening at Evelina Smiles. From hiring the front office team to finally solving the herringbone flooring saga, to insurance decisions and the philosophy that is shaping how Rich is building his team this time around, this episode is packed with real, in the moment startup updates. What You'll Hear In This Episode: The Herringbone Floor Update Remember the flooring drama from a few episodes back? Rich's team found a machine that could finally cut the planks the way they envisioned. The floors look incredible and prove that sometimes the answer really is just more elbow grease. Building The Front Office Team First Rich hired two full time front desk administrators right out of the gate, both former assistants, so they can speak clinical language and step in when needed. He explains why splitting check in and check out responsibilities matters so much in a larger office and why he wanted them trained up together before adding the clinical team. Slow Is Smooth, Smooth Is Fast Rich shares an update on his favorite phrase from training. This time he is intentionally building in time to coach his team, role play patient conversations, and make sure everyone is on the same page before opening the doors. He breaks down why confused patients do not commit to treatment and why getting the team aligned matters more than speed. Construction And Equipment Status Six operatories are fully equipped. Chairs, sterilization, cabinetry, and CBCT are all in. Scanners and the handheld x-ray unit are still on the way. The parking lot needed an unexpected redo and furniture is being timed around construction completion. Schedule And Sedation Plans Rich shares his initial hours, Monday through Thursday from 8 to 5, and his plan to reserve Fridays for longer procedures and sedation cases once he is solo. He also talks about why he works with a CRNA group for sedation rather than managing it himself. Dropping Delta Dental Rich shares his reasoning for stepping away from being in network with a major insurance plan and how comparing the membership plan cost to typical payroll deductions made the decision clear. The Membership Plan Breakdown Rich walks through how his membership plan works through Clerri, including the 20% discount structure, how clear aligners are included, and why tracking a membership plan is the real challenge, not setting one up. Hiring Challenges In This Job Market Ashley and Rich get honest about no shows, ghosting, and how different hiring feels compared to his their startup. He also shares how leaning on a consultant's team member helped streamline some of the interview process. Connect with Ashley: Instagram: @ashleyjovesdds Connect with Rich: Instagram @dr.c_smiles or [email protected] Thank You to Our Partners Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vslKasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.Support the show Find Out More Thank you for listening to The Making Of podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above. SUBSCRIBE to our NEWSLETTER HERE Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful. Questions or comments? Feel free to contact us at - [email protected] Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!