education Archives - Addo Aesthetics

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EP 430: New Clients Are Not Always the Answer: How to Grow with Retention + Relationships

April 21, 2025
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business, education

In this episode, I’m turning the tables!

I had the joy of joining John and Kayle on the Marketing 100 podcast powered by Mangomint to unpack one of the biggest myths in the spa industry: that new clients are the golden ticket to growth.

Spoiler: They’re not. 🚫

Before you pour more money into ads or hustle for fresh leads, you need to know whether you actually have a lead flow problem—or if retention is what’s holding you back.

This conversation is full of actionable tips on tracking where your best clients are coming from, improving retention with smart automations and human touchpoints, and having clear, constructive conversations with your team that boost performance without creating defensiveness.

It’s a game-changer, friend. And you’ll love hearing how we use real-world strategies to grow sustainably—without the overwhelm.

What you’ll learn during this episode:

Simple, effective ways to identify if your problem is lead flow or retention
Why it’s crucial to know your new client retention rate (and where you want it to be!)
Old-school methods for tracking new client sources that work beautifully today
How to use your spa software (like Mangomint) to automate the right touchpoints
Building meaningful relationships with clients in an AI-dominated world
And why 2025 is set to be an incredible year for our industry

Resources Mentioned in Episode #430: New Clients Are Not Always the Answer: How to Grow with Retention + Relationships

Learn more about Mangomint and get your first two months free!
Listen to the Marketing 100 podcast

Subscribe on Spotify Subscribe on Apple Podcasts

Subscribe on YouTube

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

IG / @addoaesthetics

WEB / addoaesthetics.com

YOUTUBE / @addoaesthetics

LINKEDIN / @addoaesthetics

WANT MORE FROM ADDO AESTHETICS?

Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/

Join the Addo Professional Alliance (APA), an association dedicated to empowering women and strengthening their community by helping aesthetic professionals build meaningful connections with one another and fostering support and guidance to create businesses that align with the lives they love → www.addoaesthetics.com/addo-professional-association/

ABOUT THE SPA MARKETING MADE EASY HOST

About Your Host, Daniela Woerner

Daniela Woerner is the founder of Addo Professional Alliance, a leading spa association for aesthetic professionals, and the creator of the Growth Factor Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

PODCAST TRANSCRIPT:

EP 429: Using Your Numbers to Make Better Business Decisions with Danielle Hayden

April 14, 2025
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business, education

Finances feeling fuzzy? This episode will clear things up in a big way.

On this week’s episode of Spa Marketing Made Easy, I’m talking with Danielle Hayden—CEO of Kickstart Accounting, CPA, and former hairstylist—about the real numbers that matter in your spa business.

From bookkeeping basics to big-picture strategy, Danielle explains how to build your “money team,” make smart financial decisions, and set goals that actually align with the life you want to live.

What you’ll learn during this episode:

The difference between bookkeeping, tax prep, and CFO support
Why looking at your numbers monthly is a non-negotiable
How to determine when it’s time to switch to an S Corp (and the three benchmarks to look for)
What your financial advisor’s role should be in your spa business
Why every spa owner needs to build a strategic “money team”

Resources Mentioned in Episode #429: Using Your Numbers to Make Better Business Decisions with Danielle Hayden

Visit Danielle’s business website, Kickstart Accounting
Follow Danielle on Instagram: @kickstartaccounting
Tune into Danielle’s podcast Business by the Books

Subscribe on Spotify Subscribe on Apple Podcasts

Subscribe on YouTube

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

IG / @addoaesthetics

WEB / addoaesthetics.com

YOUTUBE / @addoaesthetics

LINKEDIN / @addoaesthetics

WANT MORE FROM ADDO AESTHETICS?

Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/

ABOUT THE SPA MARKETING MADE EASY HOST

About Your Host, Daniela Woerner

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

PODCAST TRANSCRIPT:

EP 425: Scope of Practice, State Regulations, and Industry Advocacy with Susanne Schmaling

March 17, 2025
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business, education

In this powerful episode of Spa Marketing Made Easy, we’re diving into one of the most crucial yet often overlooked topics in the spa and aesthetics industry—scope of practice and regulatory advocacy.

I’m joined by Susanne Schmaling, founder of the Esthetics Council, who brings over 30 years of experience and unwavering passion for fighting for aestheticians’ rights. We discuss everything from the legal and legislative process, to real-time updates in states like Illinois and Texas, to what YOU can do right now to protect your profession.

What you’ll learn during this episode:

How scope of practice varies dramatically from state to state
The dangers of memos being interpreted as law
Ways to challenge unfair regulations
The ripple effect of over-regulation on spa owners, providers, and clients
Action steps for staying informed and getting involved

Resources Mentioned in Episode #425: Scope of Practice, State Regulations, and Industry Advocacy with Susanne Schmaling

Join the webinar with Terri Wojak and Susanne Schmaling on April 7. Click this link for details.
Visit the Esthetics Council website
Connect with the Esthetics Council on Facebook and Instagram

Subscribe on Spotify Subscribe on Apple Podcasts

Subscribe on YouTube

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

IG / @addoaesthetics

WEB / addoaesthetics.com

YOUTUBE / @addoaesthetics

LINKEDIN / @addoaesthetics

WANT MORE FROM ADDO AESTHETICS?

Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/

ABOUT THE SPA MARKETING MADE EASY HOST

About Your Host, Daniela Woerner

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

PODCAST TRANSCRIPT:

EP 393: 5 Money Mistakes Spa Owners Make On Their Journey to a Million

August 12, 2024
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business, education

The magic “million dollar mark” is a goal my team and I frequently hear within our coaching programs and among our Spa CEO students and clients, and for good reason.

Being a seven-figure business owner is a huge accomplishment, one that many small businesses don’t achieve, especially women (a statistic we’re set out to change among spa owners!).

However, just as frequently as we hear that goal, we see the same mistakes made by spa owners that hinder their ability to grow to that million-dollar-per-year mark.

The good news is that these mistakes aren’t complicated to fix. But they do require consistency in your commitment to being and acting like a Spa CEO because, when you own that role and what you need to do to fulfill it, these are mistakes you’ll naturally avoid.

Join me and Team Addo coach Nicole Cooley for our second episode of Finance Month on the Spa Marketing Made Easy podcast, where we discuss:

The five most common mistakes spa owners make keeping them from hitting $1 million in annual revenue
Why knowing your numbers is critical to your ability to reach $1 million as well as how to analyze those numbers so you can leverage them
Nicole’s tips for creating a cash reserves calculation that works specifically for you
Understanding lines of credit and how to leverage loans and other financial assistance to grow your business
How scheduling and capacity planning play into your big picture goals, plus how to have several success plans so you’re never left wondering what move to make next on your journey to $1 million in annual revenue

Resources Mentioned in This Episode:

Discover and learn more about SBA loans
Download our Finance Month freebie, Profit First Calculator
Listen to the first episode of our Finance Month series, “Episode 392 – Strategically Lowering Your Spa’s Expenses with Nicole Cooley”

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

EP 380: Employee Breakeven Calculator

May 13, 2024
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education

In this episode, we look at the importance of intentional spending when it comes to hiring providers for your spa.

As a spa owner, making sure that every penny spent is purposeful and benefits the company is essential for long-term success, especially in the spa and service industry.

Learn how to use a simple calculator to assess your employees’ performance and make informed decisions that will help you navigate the challenges of growing your business in today’s competitive landscape.

Focusing on these aspects of your business can reduce stress, increase profitability, and massively impact your revenue.

In this episode, we discuss:

The importance of intentional spending and payroll management in a challenging economy
Industry statistics on new business failure rates and the significance of beating the odds
Recommended payroll benchmarks for the spa and service industry
Strategies for determining if your providers are paying for themselves within 90 days
A simple calculator tool to assess employee performance and make informed decisions

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

EP 377: How to use Monday.com in Your Spa

April 22, 2024
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education

In this episode, I share practical tips and training on using Monday.com as a project management tool to streamline your day-to-day operations as a spa CEO.

If you’ve ever wondered how to document your responsibilities, track projects, and create standard operating procedures (SOPs), this is the episode for you.

I discuss the importance of clearly understanding your role as CEO and how to effectively delegate tasks to your team. I then walk you through the template I use that helps organize your monthly, quarterly, and yearly responsibilities, ensuring that your business can run smoothly even in your absence.

By documenting your processes and using a tool like Monday.com, you’ll gain the freedom to step away from your business while knowing that everything is under control.

This episode is packed with practical tips and strategies to help you become a more efficient and effective leader.

In this episode, we discuss:

The critical importance of documenting your day-to-day operations and responsibilities as a spa CEO
How to use Monday.com to track projects, create SOPs, and delegate tasks to your team
Strategies for prioritizing your workload and ensuring that you’re focusing on the most important tasks each day
The value of having a clear understanding of your role as a CEO and how to communicate that to your team effectively
How documenting your processes and using a project management tool can give you the freedom to step away from your business with confidence
A special gift for listeners who sign up for Monday.com using our affiliate link – a customizable template to help you get started

References Mentioned in Episode #377: How to Use Monday in Your Spa

As a special gift to you for signing up for Monday.com using our link, we are giving you the Spa CEO Template Monday.com template you can use right away.
- Use this LINK [https://try.monday.com/ngwetw7l9z0y], then simply send us a screenshot of you signing up for Monday.com with our link. You can send the email to [email protected]

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

EP 347: Profitably Paying Your Team

September 18, 2023
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education

Paying your team – it’s the topic that’s as old as time for every Spa CEO in our community, and as long as you’ve got a vision to grow your aesthetic practice, the topic of team pay is one you’ll return to again and again.

In this episode, I’m diving deeper into the numerical breakdown behind profitably paying your team and answering specific questions from a previous training I did inside the Spa Marketing Made Easy community called, “Commission vs. Hourly – How to Pay Your Team.” (Link to this video in the full show notes.)

Whether you’re currently a solo aesthetician with dreams to one day have other providers in your practice, or you’re currently trying to find a team pay structure that benefits your team and your business in the long-term, you won’t want to miss this episode.

In this episode, we discuss:

The variety of reasons why salary-based pay isn’t the way to go for spa owners
The Profit First approach to your money breakdown and how to ensure you’re adjusting the numbers to fit your needs
The big benefits of hourly pay and how to properly communicate and present your compensation package properly to your employees
The benchmark for your providers that allows you to know whether you’re profitably paying your team

References Mentioned in Episode #347: Profitably Paying Your Team

Watch my original training, “Commission vs. Hourly – How to Pay Your Team” inside the Spa Marketing Made Easy Facebook group
Learn more about the Profit First method and becoming a profitable shareholder of your business by listening to our episode with “Profit First” author, Mike Michalowicz (Ep. 225)
Learn more about the Growth Factor Framework program for Spa CEOs here

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

Episode Transcript

EP 340: A Complete Spa Insurance Overview with Andy Zarkovich

July 17, 2023
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education

Figuring out insurance coverage for your business can feel like a daunting task because not all businesses are set up equally.

Not to mention the confusing language and overwhelming amount of options you have to decide what’s necessary for your business.

It’s not a very glamorous Spa CEO task.

But, it’s a necessary one that you can’t avoid forever.

My guest on this week’s episode of the Spa Marketing Made Easy podcast takes the guesswork out of selecting insurance for spa owners.

Andy Zarkovich is an independent insurance agent and a spa owner who is currently enrolled in my program, Growth Factor Framework.

He’s created a full Spa Insurance Overview document where he reviews the different types of carriers or providers, goes over policy terms, and the details of each coverage to give you the full scope of what insurance coverage you consider for your spa.

In this episode, we discuss:

Ways to mitigate risk in your spa business
Adding an insurance agent to your circle of business advisors
The different types of carrier options
An overview of various policies and coverage benefits
Providing a safe spa environment for clients

References Mentioned in Episode #340: A Complete Spa Insurance Overview with Andy Zarkovich

Download Andy’s Spa Insurance Overview document
Visit Andy’s insurance website and learn more about his services

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

Episode Transcript

EP 337: A Look Inside Daniela’s Calendar Management Process

June 26, 2023
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education

“Is this what the CEO of a seven figure company does?”

The answer to this question is an important first step to start as you begin to understand where your time should be spent as you map out your calendar.

A time tracker exercise is going to help you pinpoint where you’re most efficient.

It answers questions like…

What time of day am I most efficient?
When do I feel the most creative?
What part of my day am I getting tasks accomplished?

If you want to build a life where your time is spent intentionally doing the work that leads you toward:

Hitting your biggest goals (personally and professionally)
Always having a full cup (i.e. – you feel rested, energized and happy)
And allows you to cultivate balance between your business and/home life

Then this episode is for you.

In this week’s episode on the Spa Marketing Made Easy podcast, I’m giving you an inside look at how I manage my calendar to make sure I’m optimizing my time in the most efficient way possible.

In this episode, we discuss:

My full calendar management process that allows me to fully show up as CEO in my business and as the wife and mom I aim to be at home
Time tracker exercise benefits to understand when you’re most productive
Why context switching makes you more unproductive
Understanding what the CEO of a seven figure company should really be spending their time on

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/blog/337

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

Episode Transcript

EP 311: Blocking off time to reach your financial goals – Part 2 – 2023 Annual Planning

December 26, 2022
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education

“Nothing changes if nothing changes” is a statement you’ll hear me repeat often because in order to reach a new level in business, you have to get serious about your goals.

Not only do you need to get serious – you need to take action.

You are the one in control of setting your goals and commitments based on the life you want to live.

After defining your financial goals, the next step is to get crystal clear on the amount of time you need to set aside on your calendar to achieve those goals.

In this episode of Spa Marketing Made Easy, I’m covering the questions to consider before 2023 that will help you define the proper work/life balance for you in this season of life, plus advice on how to assess your current pricing structure and services profitability.

In this episode, we discuss:

Getting clear about your vision for your company and your entrepreneurial path
Defining the really important things in 2022 that you didn’t have time to dedicate your focus on
Understanding your season of life and how that affects your work schedule
Planning questions to ask yourself to map out your spa’s pricing and services

References Mentioned in Episode #311: Blocking off time to reach your financial goals – Part 2 – 2023 Annual Planning

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

Episode Transcript