The Making of a Dental Startup

Ashley Joves
  • 4.8 (24)
  • Entrepreneurship
  • Updated Biweekly

This is the making of your goals, your dreams, and your life.

  1. 2d ago

    Michelin Star Moves: The Morning Huddle That Changes Everything

    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 - themakingofadental@gmail.com Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

    13 min

  2. Jun 23

    The Making Of Evelina Smiles - FIVE

    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 richconstantinedds@gmail.com 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 - themakingofadental@gmail.com Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

    50 min

  3. Jun 16

    The Making Of Evelina Smiles | Branding, Marketing, and Building Something That Lasts with Josh Scott of Studio 8E8

    The Making Of Evelina Smiles | Branding, Marketing, and Building Something That Lasts with Josh Scott of Studio 8E8 In this episode Ashley sits down with Dr. Rich Constantine and Josh Scott, founder of Studio 8E8. They talk about everything from the story behind the Evelina Smiles name and logo to ad spend strategy, grand opening timing, and what actually makes a startup marketing campaign work, this one is packed with real talk from people who have been through it all. What You'll Hear In This Episode: The Story Behind Evelina Smiles Rich shares the deeply personal story behind the name. Evelina was his grandmother, someone who never seemed stressed, always gathered people together, and made everyone feel at home. The practice is named in her honor with a nod to his other grandmother Jane tucked into the waiting room as Jane's Coffee Bar. A name is not just a name when there is a story behind it. The Branding Process With Studio 8E8 Rich walks through what it was actually like to go through the Studio 8E8 onboarding process from the questionnaire to the first logo iteration to multiple rounds of revisions and ultimately landing back on the very first design. Josh breaks down why logos have to work in every format from a ChapStick to a billboard and why the Evelina sunflower was designed with that versatility in mind. Ad Spend: What Actually Works Josh breaks down the real numbers behind dental marketing. New patient Google campaigns run between $275 and $350 per acquisition. Implant campaigns need a minimum of $5,000 a month to be effective. Full mouth surgical campaigns start at $10,000. And none of it works if your team does not have the systems in place to handle the leads coming in. Why Rich Scaled Back His Marketing Package Rich made the intentional decision to step back from a more aggressive ad spend package before opening. His reason was simple. Slow is steady and steady is fast. Get the team trained, get the systems dialed in, and then turn up the volume. Throwing money at marketing before your infrastructure is ready is just money out the window. Building The Right Team Before You Open Rich is bringing his front desk team member on a full month before seeing the first patient. The goal is to get her trained on the practice management software, the phone systems, the membership plan, the financial conversations, and everything in between before a single patient walks through the door. Grand Opening Strategy Rich is planning to soft open in July and push the grand opening to September or October once the space is settled and the team is comfortable. Josh and Ashley both agree this is the smarter play. Let the kinks work themselves out first and then use the grand opening as a second wave of momentum when the initial buzz starts to settle. Connect With Our Guests:  Josh Scott of Studio 8E8: @joshuascott Dr. Ashley: Instagram: @ashleyjovesdds Dr. Rich: Instagram @dr.c_smiles or richconstantinedds@gmail.com 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 - themakingofadental@gmail.com Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

    54 min

  4. Jun 9

    Michelin Star Moves: How To Build A Team That Actually Fits Your Culture

    How To Build A Team That Actually Fits Your Culture  In this episode Ashley and Collin sit down for a quick but packed conversation on one of the most important and most overlooked parts of building a dental practice. Hiring. Ashley has spent eight years building the culture at Smile and Co. and she shares everything she has learned along the way. From personality tests to working interviews, from the questions she asks that nobody else does, to the exact words she uses when it is time to let someone go. What You'll Hear In This Episode: Define The Avatar Of Each Position Before you post a single job listing know exactly who you are looking for in that specific role. Not just skills. Energy, personality, and how they will show up for your patients every single day. Ashley shares why she has hired from Starbucks and restaurants and why it works. Hire For Where You Want To Go Ashley learned this the hard way. She once passed on her office manager Judy because she was out of budget. She hired someone cheaper with almost no experience. That person lasted a week. Judy started the day after they opened. The lesson? Do not let salary deter you from hiring the right fit. They will be worth their weight in gold. The Enneagram Test If you are not using personality assessments in your hiring process start now. Ashley's personal favorite is the Enneagram. It will tell you more about a person than any resume ever could. Get started here: enneagraminstitute.com The First Two Positions Every Startup Doc Needs A dental assistant who knows the basics and a front office admin with experience. Ashley breaks down why for your very first hires experience matters more than you might think and why cross-trained employees are worth their weight in gold. The Unconventional Interview Questions What is the last book you read? What is your favorite ice cream flavor? Ashley shares the questions she asks that nobody else does and why getting candidates disarmed and real tells her everything she needs to know. Green Flags And Red Flags During A Working Interview Ashley watches everything. Curiosity. How they treat the space. Whether they pick something up off the floor without being asked. The small moments always tell the biggest story. How To Compete With DSOs You cannot out-benefit a DSO so stop trying. Lead with culture. The right people will choose you because of how it feels to work with you, not because of the signing bonus. How To Fire Fast And Clean Firing never gets easier but it does get cleaner. Ashley shares the exact words she uses, why you always need a witness, why you never give a laundry list of reasons, and why doing it fast is actually the kindest thing you can do for everyone involved. Always Have An Ad Out For every position. At all times. The best people are not always looking but they are always findable. Ashley shares how she has found some of her best hires through social media, Facebook groups, restaurants, and her own patient base. Resources Mentioned: Enneagram Test: enneagraminstitute.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 - themakingofadental@gmail.com Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

    23 min

  5. Jun 2

    The Making Of Evelina Smiles - FOUR

    Technology, Equipment, and the Nuts and Bolts of Building Evelina Smiles In this episode Ashley sits down with Dr. Rich Constantine for a deep dive into every system, tool, and piece of equipment going into Evelina Smiles before the doors open. The decisions nobody tells you about until you are already making them. What You'll Hear in This Episode: 05:00 – Practice Management Software Cloud-based vs server-based and why Rich made the choice he did. What to look for in a startup package. Why the software you choose is one of the hardest decisions to ever walk back. 12:00 – Phones, Payments, and Patient Communication How Rich is handling incoming calls, patient messaging, and merchant services. Why transparent pricing at checkout eliminates awkward counter conversations. And how he is handling insurance credentialing without doing it alone. 20:00 – Insurance Delta Dental, teachers, veterans, and the employers driving his in-network decisions. Why being in-network is marketing in disguise. How Rich thinks about PPOs without turning the practice into a dental mill. 28:00 – Equipment: CT, Chairs, and Cabinetry Why Rich visited vendor showrooms in person before committing to anything. DCI chairs over his previous brand for quality at a lower price point. How Design Ergonomics shaped the entire clinical floor plan and why rear delivery and a tub system beat side cabinetry every time. 38:00 – AI Tools Worth Knowing About AI-assisted radiograph analysis that patients actually get excited about. Instant chairside smile simulations without sending anything to a lab. After hours and overflow call answering so no patient ever hits a voicemail. And the implant robot neither of them are buying yet but cannot stop talking about. 46:00 – Supply Ordering and Equipment Timing Why Rich has not touched his FF&E loan yet. What he ordered early and why. The master supply list mistake that costs new practices money fast. Startup regrets from location one including lab space and cabinetry overspending. 52:00 – Construction Update Power is on. Parking lot paved. Landscaping finalized. Custom cabinetry going in this week. Equipment install weeks scheduled for June. Oh and there is a peanut butter conversation that you did not know you needed. Coming Next Episode: More from the build as Evelina Smiles gets closer to opening day. Connect with Ashley: Instagram: @ashleyjovesdds Connect with Rich: Instagram @dr.c_smiles or richconstantinedds@gmail.com 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 - themakingofadental@gmail.com Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

    58 min

  6. May 26

    The Making Of Smile and Co. #2 — Smile Design Studio | The Come To Jesus Moment, Insurance, and Financing

    The Making Of Smile and Co. #2 — Smile Design Studio | The Come To Jesus Moment, Insurance, and Financing In this episode Ashley and Collin sit down inside Smile Design Studio, the very office they are talking about building, for a raw and honest conversation about the decisions that shaped both Smile and Co. locations. From the come to Jesus meeting that almost stopped the second location from happening, to getting out of network at the worst possible time, to the financial side of owning two buildings, this one is packed with real lessons from someone who has lived through all of it. What You'll Hear In This Episode: The Come To Jesus Meeting Before Ashley signed on the second location, Brian called a meeting with Ashley, Collin, and Judy to look at the numbers. The data was clear. The path forward was not. Ashley shares what was on the table and why she did it anyway. Getting Out Of Network At The Worst Possible Time Opening a second location and dropping a major insurance plan at the same time was not the plan. It just happened that way. Ashley breaks down what went wrong, what she would do differently, and why she eventually got back in network. In Network Versus Out Of Network Now running one of each Ashley shares the real difference between the two models, the vibe, the profitability, and what she wishes she had known before making the switch. The Financial Side Of Owning The Building SBA loan, practice loan, 10% down, 30 year terms, and a 2.95% interest rate. Ashley walks through the financial structure of Smile Design Studio and why she shopped multiple banks before landing on Bank of America. Build Your Advisory Team Early A great attorney and a great CPA are not optional. Ashley shares what she would do differently and why getting the right professionals in your corner from day one changes everything. Thank You to Our Partners Net 32: 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 - themakingofadental@gmail.com Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

    32 min

  7. May 19

    The Making Of Evelina Smiles - THREE

    Branding, Culture, and the Vision Behind Evelina Smiles In this episode Ashley sits down with Dr. Rich Constantine to go behind the brand. From the story behind the name to the team he is building from scratch, this one is equal parts heart and strategy. What You'll Hear in This Episode: 05:00 – Where the Name Comes From Evelina is named after his grandmother Evelyn. Why he chose a name with meaning that is not tied to him personally. And the little coffee corner called Cup of Jane, honoring his other grandma, that will live in the waiting room. 12:00 – The Logo, the Sunflower, and the Black and Gold How a bag of sunflower seeds his grandfather planted for his grandmother became the logo. Why black and gold made perfect sense for a Pittsburgh kid. And how AI got him started but Studio 8e8 brought it to life. 20:00 – Trademarking, Websites, and Getting Your Brand Ready Before You Open Why Rich engaged his marketing team right after purchasing the lot. The priority list landing page he has been sending monthly construction updates from. And Ashley's two-year trademark lawsuit cautionary tale. 28:00 – The Vision for Evelina Smiles 12 ops on the first floor plus two dedicated surgery suites. A full kitchen and team gathering space upstairs. A teaching center. And a 20 by 20 turf area out back for the team to decompress at lunch. 35:00 – Hiring and Culture Why Rich is starting with a hygienist from day one and exactly why that matters. How he thinks about cross-training assistants into front desk roles. And the quote that says it all: culture is not something you write on the wall, it is how your team feels on a Sunday night before a Monday morning. 43:00 – Insurance, Membership Plans, and Talking to Patients About Money Starting in-network and why that does not mean becoming a dental mill. How to have honest financial conversations without making it weird. And the membership platform he is launching with before the doors even open. 47:00 – Construction Update Gutters going up. Parking lot paved. Trim going in. IT running data drops. Soft opening target after the 4th of July. Coming Next Episode: Practice management software, equipment ordering, and all the systems that have to be in place before you see your first patient. Connect with Ashley: Instagram: @ashleyjovesdds Connect with Rich: Instagram @dr.c_smiles Thank You to Our Partners Net 32: 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 - themakingofadental@gmail.com Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

    45 min

  8. May 12

    Michelin Star Moves: Transforming the New Patient Experience with Dr. Ashley Joves

    The Hospitality Standard There is a reason Michelin-star restaurants have people coming back again and again. It is not just the food. It is the way they make you feel from the moment you walk in the door to the moment you leave. Ashley Joves has spent years applying that same philosophy to dentistry at Smile & Co. In this episode, she breaks down exactly what she does so you and your team can start doing it too. The best part? None of this requires a renovation, a bigger budget, or a complete rebrand. It just requires intention. "The way you make people feel is what they will remember, long after they've forgotten what you did or what you said." — Will GuidaraTactical Takeaways The "Stand and Greet" Rule: Why the physical act of standing up is the most important "unreasonable" move your team can make at the threshold.The Human-to-Human Exam: Leading with "Personalized Recognition" and genuine connection before ever looking at a chart.Eye-Level Connection: The physical requirement of removing the "patient napkin" and sitting eye-level to remove the power dynamic.The "Same Side" Hand-off: Implementing the "Seamless Handoff" at checkout to ensure patients feel like partners, not transactions.The Extended End: Using handwritten thank-you cards to "stick the landing" long after the patient has left your office.The "One-Inch Lead" Challenge Will Guidara says you don't have to be 100% better than the competition; you just need a "one-inch lead" in a hundred different directions. Pick one physical shift from this episode to implement with your team tomorrow morning at 8:00 AM. Connect with Ashley: Instagram: @ashleyjovesdds  Thank You to Our Partners Net 32: 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 - themakingofadental@gmail.com Follow us on Instagram or Facebook and improve your dental practice every day! Have you subscribed? Don't miss a single episode!

    21 min
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4.8
out of 5
24 Ratings

About

This is the making of your goals, your dreams, and your life.

Information

  • Creator
    Ashley Joves
  • Years Active
    2019 - 2026
  • Episodes
    285
  • Rating
    Explicit
  • Copyright
    © 2026 The Making of a Dental Startup
  • Show Website
    The Making of a Dental Startup

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