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. 5d ago

    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

  2. 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

  3. 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

  4. 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

  5. May 5

    The Backstory: Smile & Co. #2 - ONE

    In this episode, Collin and Ashley take a moment to pause the regular schedule and check in. Between navigating personal health journeys and managing a growing business, the duo realizes they’ve been sitting on a treasure trove of history. While the podcast continues to spotlight new dental startups across the country, Ash and Col are officially opening "The Vault" to finally tell the story of Smile & Co. Roseville. This isn't a new series—it’s a long-overdue documentation of the "Making Of" Ashley’s own second location, tucked into the feed as they sift through years of footage, "come to Jesus" meetings, and the reality of scaling a brand. Inside This Episode: 1. The "Wired and Tired" Reality [00:07:18] Ashley shares how a "go big or go home" mentality impacted her health and how she’s using data from her Garmin, Oura ring, and "AI doctors" to find a sustainable baseline. 2. The 3,800 Sq. Ft. Vision [00:24:52] Ashley reflects on moving from the "claustrophobic" Folsom office to the expansive Roseville flagship, prioritizing ceilings, flow, and a boutique hotel brand. 3. The Birthday Offer [00:28:32] Smile & Co. 2 started with a "pocket listing" and a gut feeling. Ashley recounts her 2021 birthday offer on a building everyone said she wasn't ready for. 4. Philosophy Over Data [00:38:33] Why Ashley skipped the demographics report despite four competitors in the same lot, choosing a "blue ocean" approach for the Roseville luxury market. 5. Archiving the Chaos [00:43:14] The duo plans to sprinkle in raw footage from the build-out, covering construction, financial fears, and lessons learned while scaling a brand. Featured Quotes: "I could envision what the office was going to look like... something legitimately called to me.""Your space creates so much of the brand."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!

    47 min

  6. Apr 28

    The Making Of Evelina Smiles - TWO

    Location, Demographics, and Financing Your Dream Build In this episode Ashley sits down with Dr. Rich Constantine for a deep dive into the decisions that happen long before a single wall goes up. Real numbers, real mistakes, and real talk for anyone thinking about a ground up build. What You'll Hear in This Episode: 05:00 – Location and Site Selection How Rich found his first lot on a downtown walk. How his non-compete shaped the search for lot number two. What to look for in a real estate partner. 11:00 – Demographics: How to Read the Market Without a Fancy Report Look for Starbucks, new grocery stores, hospital expansions, and high school additions. Where big companies put money, growth follows. 15:00 – Financing: Two Loans, No SBA, and the Power of a Local Bank Real estate loan plus FFE loan. First 24 months interest only. Less than 10% down on real estate. Nothing down on the build out. Why liquidity matters more than most startup docs realize. 28:00 – Parking: The Unsexy Detail That Can Make or Break You Rich worked backwards from parking before deciding on building size. Ashley shares her cautionary tale of losing half her lot to a not so friendly neighbor. Two and a half spots per operatory is the formula to remember. 35:00 – Signage, HOA, and the Hidden Costs Nobody Warns You About HOA fees from $75 to $1,100 a month. Historic district restrictions. The things you don't know until you know. 40:00 – Construction Update Drywall up. Building painted. Sidewalk framing started. Soft opening projected end of June. Coming Next Episode: Branding, interior design, and the full story behind the Evelina Smiles aesthetic.  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!

    49 min

  7. Apr 21

    The Marketing Truth Every Startup Doc Needs to Hear | Josh Scott of Studio 8E8 and Dr. Toni of Bloom Dental Co.

    The Marketing Truth Every Startup Doc Needs to Hear | Josh Scott of Studio 8E8 and Dr. Toni of Bloom Dental Co. In this episode, Ashley sits down with Josh Scott, founder of Studio 8E8, and Dr. Toni Torres of Bloom Dental Co. for one of the most practical and inspiring branding and marketing conversations we have ever had on this podcast. From building a brand before you have a lease to finding your story when you think you don't have one, this episode is the conversation every startup doc needs before they open their doors. What You'll Learn: Your Story Is Already There: Josh breaks down why every doctor has a story worth telling and how Studio 8E8's process pulls it out of you even when you think you are just a normal dentist with nothing special to say. Brand Versus Business: Should your practice be able to exist without you? Ashley, Toni, and Josh explore why building around your values instead of just your face is one of the most important decisions you will make as a founder. Start Before You're Ready: Dr. Toni reached out to Studio 8E8 before she had a location, a loan, or a lease signed. Her first community marketing event happened before she even broke ground and patients are still walking in a year later because of it. Marketing Is Momentum: Josh explains why startup docs should be leaning into hustle and energy right now and exactly when to start building that momentum before you ever open your doors. Story Driven Creative Meets Performance Marketing: Josh shares how Studio 8E8 has evolved from a pure creative agency into a full branding and marketing partner and why combining storytelling with SEO, digital ads, and social media is the most predictable way to grow a practice. The Discovery Call Decoded: Josh walks through exactly what to expect when you reach out to Studio 8E8, from the first 45 minute discovery call to the packages available and how they customize everything around where you are in your startup journey. Connect with our guests:  Joshua Scott: @joshuascott Studio 8E8: @studio8e8     www.s8e8.com Dr. Toni Torres: @the.joyful.dentist • @bloomdental.co Dr. Ashley Joves: @ashleyjovesdds Thank You to Our Partners Studio 8E8 — Dentistry’s story-driven growth agency for startups. Learn more: https://s8e8.com/vslNet 32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.Kasper 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!

    1 hr

  8. Apr 14

    The Making Of ThreeTwoThree Dentistry with Dr. Brian Edwards

    The Making Of 323 Dentistry with Dr. Brian In this episode, Collin sits down with Dr. Brian, founder of 323 Dentistry in Newhall, CA — a practice built on prevention-first care, fee transparency, and hard-earned pivots. From a bank-robbing former employer to a ground-up build finally breaking ground, Dr. Brian's journey is one of the most raw and relatable we've ever heard. What You'll Learn: From Chaos to Clarity: Dr. Brian's first practice ended with a locked-out office, the police, and a former employer later arrested as the "rolled sleeve bandit." That wake-up call shaped everything that followed. Building 323 Dentistry: After years in corporate and associate roles, Dr. Brian merged two struggling practices, survived COVID, and rebranded around a prevention-first philosophy — where gum pocket measurements of 3-2-3 represent the standard of care, not the exception. Going Out of Network: He walks through dropping insurance contracts, simplifying his fee schedule, and creating a monthly membership model where patients know exactly what they'll pay — no surprises, no confusion. GBT & Salivary Diagnostics: Dr. Brian breaks down Guided Biofilm Therapy, salivary diagnostics, and perio protect trays — and why investing in these tools transformed patient outcomes and hygiene team morale. Hiring & Culture: From 80+ hires over 10 years to a culture-led approach, Dr. Brian gets honest about what he'd do differently — and why clearly defined expectations matter more than finding the "perfect" employee. The Next Chapter: After four years navigating city permits, oak trees, and hillside access, Dr. Brian finally has approval to build a 4,000 sq ft ground-up dental office — with a 3,200 sq ft event and CE space on top. Books Mentioned:  📖 Buy Back Your Time — Dan Martell  📖 The E-Myth Revisited — Michael E. Gerber Connect with Dr. Brian: Instagram: @threetwothreedentistry 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!

    1h 1m
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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
    281
  • Rating
    Explicit
  • Copyright
    © 2026 The Making of a Dental Startup
  • Show Website
    The Making of a Dental Startup

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