The Making Of Evelina Smiles - FIVE
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What’s the latest update on the Evelina Smiles soft‑opening strategy?
Hey guys, welcome to another episode of The Making of Evelina Smiles. I'm your co-host, Ashley Hovez. And before I get started, just wanted to say a huge thank you to all of you for listening and making the making of community. Possible. You can find us in all the socials. As always, they are linked in the show notes. So check that out. And just a recap, I haven't recorded with Rich in probably a month. I left for New York on May 29th, and today is June. 22nd. So it's been a while. But so you're gonna hear us catching up. Just a recap of the last two times I chatted with Rich. He walked us through some software, AI, equipment, and design. We even talked about phones and his system for handling incoming calls and um a bunch of other stuff that I I think you should just go back and listen to because it was a great episode as always with Rich.
Check out that recording just to get a refresh. And then I recorded with Rich again with Joshua Scott of the Amazing Studio 88. We talked about the high cost of ad spend. Josh broke down the realistic monthly budgets needed for Google implant, full mount surgical campaigns. proving that marketing fails if your internal systems can't handle the influx. We also talked about scaling back, which initially had a much bigger ad spend. And rather than just use all that money right away. He wants to grow slower, have it be a more steady and smooth process. He wants to really focus on team training, making sure. Communication is on point, answering the phones is there, knowing the system. So just making sure that Evelyn Smiles is as ready to handle the public before diving into a very hefty monthly ad spend.
And we also talked about a soft open strategy. So Rather than opening or doing a grand opening in July. Rich wants to push it back and iron out any potential kinks that could happen with opening a brand new business. So instead, he is going to push the grand opening back to the fall. I also told him that I think it would be amazing if if we flew out there and celebrated him. But I also have three kids, so who knows what my schedule's gonna look like. So I hope you guys had an amazing time away from me. I feel like I haven't been here because of New York. If you haven't read the newsletter or if you're not subscribed to the newsletter, can you join in? I really do appreciate all the feedback and I'm putting in photos of my family and like just what's been happening in the personal lives because you know the business that's one thing, the personal stuff.
all the things that happen behind the scenes, that I think is what really makes us an amazing, a special community. So without further ado. Please help me welcome my guest of honor, Doctor Rich Constantine. All right, guys, welcome back to the making of Evelina Smiles and I'm super excited. My guest of honors here, Rich. How are you?
I'm good. Good. We're getting closer and closer to opening this joint up here.
Oh man. Well, we're gonna do a deep dive into all the things that are currently happening at Evelina Smiles. But before we do, You know we're gonna start with a this or that.
Yep.
You ready? You ready?
Ready.
All right. So on your phone, do you have dark mode or light mode?
Right now I have light mode.
Okay. And then fancy sit-down dinner or a casual food truck.
Casual food truck.
Okay, and work in complete silence or background noise.
It depends. I have a fan going. Like I can't do complete silence. I need at least a fan. But if you're talking about people noise, it would be complete silence.
Ah. I like that you had to clarify. Okay. So So I'm also my phone changes between light and dark according to the time of day. So I'm with you on that. And I love a fancy sit down dinner. My goal in life is to hit up All the Michelin starred wrestling like wow. Do you remember or do you watch the show Top Chef?
I don't not regularly, but I've seen it. Yeah.
So when Top Chef first came out, I was a diehard junkie. I watched, I'd like binged and repeated watching all of the seasons. And then Brian and I, even though we were still like broke, we would try to save our money and eat at whatever Michelin star restaurant we could afford.
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Chapters
8 chapters
1
What’s the latest update on the Evelina Smiles soft‑opening strategy?
0:10–6:13
2
How did Rich solve the herringbone flooring challenge?
6:13–12:33
3
Why did they hire the front‑office team before any clinicians?
12:33–18:18
4
What are the new office hours and how will Fridays be used for sedation?
18:18–24:54
5
Why is the practice dropping Delta Dental and moving to a membership model?
24:54–32:11
6
How does the Clerri membership plan work and what discounts are offered?
32:11–37:59
7
What bonus structure is being used to motivate the team?
37:59–44:12
8
How is the hiring process coping with no‑shows, ghosting, and a tight job market?
44:12–50:15
Speakers
2 identifiedMore from The Making of a Dental Startup
Brian Is Back | On Purpose, Fulfillment, and Reevaluating Everything with Ashley and Brian Joves
The Making Of Smile & Co. #2 - Episode SIX: The Tech Behind The Practice
The Making Of Smile & Co. #2 — Episode FIVE: Operatories, Chairs, and the Sterilization Area
The Making Of Smile and Co. #2 — Episode FOUR: Design Details, The Cosmetic Wing, and The Details That Make All The Difference
The Making Of Evelina Smiles - SIX
The Making Of Smile and Co. #2 — Episode THREE - Floor Plans, Architects, and Unexpected Surprises