The Backstory: Smile & Co. #2 – ONE
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Show Notes
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/vsl
- Kasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.
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