The Making of a Dental Startup
The Making Of a Dental Startup is the podcast for dental owners and associates building something real. Hosted by Dr. Ashley Joves, each week we go behind the scenes of real dental practice builds, real numbers, real mistakes, no fluff. New episodes weekly.
Dr. Nate Jeal and Dr. Bao-Tran Nguyen of CallSally on Building a Practice That Never Misses a Call
Dr. Nate Jeal and Dr. Bao-Tran Nguyen have opened seven dental practices, and on their newest build, the only original hire still on the team after 13 months is their AI agent, Sally. In this episode, Ashley talks with them about designing The Smile Formula after six previous practices, why they make team decisions faster now, and how Sally went from answering after-hours calls to texting new leads and verifying insurance. Nate also shares a simple formula for calculating what every missed call costs a practice.
In this episode:
âś… How they found and expanded their Va...
What's Happening Behind the Scenes: A Life Update from Ashley and Collin
What's Happening Behind the Scenes: A Life Update from Ashley and Collin
Ashley and Collin skip the business talk for a catch-up on what life has looked like behind the podcast lately, from Ashley's return to full-time dentistry to the habits both of them are using to find balance after long days at the office.
What You'll Hear in This Episode:
Back at Smile & Co.
Ashley is working four days a week after 10 months away, catching up on the schedule, and feeling it in her back...
Moving the Goalpost: Ashley's Talk at the Dentist Money Summit
Moving the Goalpost: Ashley's Talk at the Dentist Money Summit
Ashley shares the talk she gave at Dentist Advisors' Dentist Money Summit. The team asked for a talk on having your business under control and not moving the goalpost. She gave the opposite one, and this is it. Recorded live, so you'll hear her reference slides you can't see.
What You'll Hear in This Episode:
How the Talk Almost Didn't Happen
Ryan Isaac invited Ashley to speak after they recorded a podcast together. She drafted an...
The Making Of Smile & Co. - The Art of the Yes: Communication, Selling, and Reading the Room
The Making Of Smile & Co. — The Art of the Yes: Communication, Selling, and Reading the Room
Ashley and Collin catch up after a busy stretch away from recording, starting with Smile & Co.'s first full team meeting in a long time. What follows is a deep dive into the communication framework Ashley built and taught to the whole team, why "selling" isn't a dirty word in dentistry, and how to read a patient before you ever sit them in the chair.
What You'll Hear in This Episode:
A Four and a...
The Making Of North Star Implants & Periodontics with Dr. Paula Cohen Schlemmer
The Making Of North Star Implants & Periodontics with Dr. Paula Cohen Schlemmer
Dr. Paula Cohen, a periodontist opening North Star Implants and Periodontics just outside Dallas, joins Ashley to talk about the winding road from dental school to specialty practice, and the first steps of building her own office from scratch.
What You'll Hear in This Episode:
From General Dentist to Periodontist
Paula's path through a general residency in San Antonio, several years of associate and corporate work during COVID, and the moment she realized specialty...
A Personal Update from Ashley
Ashley shares a personal update recorded on a quiet Sunday evening, no clinical talk, just life.
What's In This Episode:
Brian finished radiation and is back at work. His follow-up PET scan came back with a possible cancer recurrence scare that lasted over a week of waiting. Ashley shares the toll that wait took on her, a girls' weekend in Napa, a hard conversation with Brian mid-run, and the relief when his results came back normal.
She talks openly about anxiety, faith, and leaning on community during hard seasons, whether it's...
Back Where It Started: Ashley Reunites with Michael Arias of The Dental Marketer
Back Where It Started: Ashley Reunites with Michael Arias of The Dental Marketer
Before Smile & Co. existed, before The Making Of existed, there was Michael Arias. He was the first person to ever interview Ashley about her plans to open a dental practice, recorded when Folsom was still just an idea and a construction timeline. That conversation, and Ashley's decision to keep documenting the build in public, is what became The Making Of.
Ashley sits back down with Michael on his show, The Dental Marketer, to catch up properly for the first time...
The Making Of Smile & Co. #2 - Episode SEVEN: Supply Ordering, Storage, and Building the Buzz
The Making Of Smile & Co. #2 — Episode SEVEN: Supply Ordering, Storage, and Building the Buzz
Dr. Ashley Joves and co-host Collin Al-Samarrie sit down in person to break down how supply ordering, storage, and pre-opening marketing looked different the second time around, from Folsom's early over-ordering mistakes to the systems built into Roseville from day one.
What You'll Hear in This Episode:
Folsom vs. Roseville: Ordering Then and Now
Why Ashley's first round of ordering in Folsom followed a rep's list rather than her own procedures, including or...
The Making Of Evelina Smiles - SEVEN: First Month Open
The Making Of Evelina Smiles - SEVEN
One Month In: What Actually Happens When the Doors Open
 Ashley catches up with Dr. Rich Constantine for his first update since Evelina Smiles saw its first patient. Real numbers from opening week, the 90-minute new patient experience, a few good MacGyver moments, and the one thing Rich would do differently with his loan allowance.
What You'll Hear in This Episode:
Opening Week, By the Numbers
First patient seen July 22nd. One patient on day one, five or s...
Michelin Star Moves: The Smile Design Process
Michelin Star Moves: The Smile Design Process
Dr. Ashley Joves sits down with co-host Collin Al-Samarrie to walk through how Smile & Co. approaches cosmetic cases, from the first consult to the sneak peek reveal, and why she built this into her practice in the first place.
Where It Started
Ashley's interest in aesthetics began in dental school as part of NYU's honors aesthetics program, taught in part by a then up-and-coming Dr. Michael Apa. She later completed a highly competitive three-resident program outside Philadelphia, where weekly specialist-led sessions gave...
Brian Is Back | On Purpose, Fulfillment, and Reevaluating Everything with Ashley and Brian Joves
The Making Of | Brian Is Back: A Life Update From The Centurion Lounge
In this episode Ashley and Brian record from the Centurion Lounge in Phoenix while waiting for a delayed flight home from a conference in Scottsdale. It is the first time Brian has been on the podcast in months and they cover a lot of ground together. From completing radiation to returning to work part time to the big questions this past year has forced both of them to sit with.
What You'll Hear In This Episode:
<...
The Making Of Smile & Co. #2 - Episode SIX: The Tech Behind The Practice
The Making Of Smile & Co. #2 — Episode SIX: The Tech Behind The Practice
In this episode Ashley and Collin get into all the technology behind Smile & Co. #2. From practice management software to in house milling, scanners, 3D printing, and the music that patients always comment on. This one is packed with real world insight for any startup doc trying to figure out what technology is actually worth investing in and when.
What You'll Hear In This Episode:
Practice Management Software
Ashley shares why she went back to wh...
The Making Of Smile & Co. #2 — Episode FIVE: Operatories, Chairs, and the Sterilization Area
The Making Of Smile & Co. #2 — Episode 5: Operatories, Chairs, and Everything In Between
In this episode Ashley and Collin get into the equipment decisions behind Smile & Co. #2. From how many ops are plumbed versus equipped to why Ashley switched from Sirona to A-dec, this one is packed with real world advice for any startup doc trying to figure out where to spend and where to save.
What You'll Hear In This Episode:
The Operatory Layout
Smile & Co. #2 is plumbed for nine operatories and currently equipped with five. As...
The Making Of Smile and Co. #2 — Episode FOUR: Design Details, The Cosmetic Wing, and The Details That Make All The Difference
In this episode Ashley and Collin dive into the design details behind Smile Design Studio in Roseville. From the Pinterest board that started it all to the $200,000 lighting package that got vetoed, the $45,000 fireplace that never happened, and the cosmetic wing that patients cannot stop raving about.
What You'll Hear In This Episode:
The Design Vision
If Tom Ford met dentistry, what would that look like? Ashley shares the Pinterest board of boutique hotels, restaurants, and resorts that inspired the entire aesthetic of Smile Design Studio. Neutrals, blacks, clean lines...
The Making Of Evelina Smiles - SIX
The Making Of Evelina Smiles - SIX
Delays, Profit Sharing, and the Week Before Everything Changes
In this episode Ashley sits down with Dr. Rich Constantine for a look at what the final stretch before a soft opening actually feels like. Setbacks, systems, 300 patients on a priority list, and the first peek at how Rich thinks about rewarding his team.
What You'll Hear in This Episode:
The Weeks Leading Up to Opening
Supplies delayed by the Fourth of July holiday. Design Ergonomics...
The Making Of Smile and Co. #2 — Episode THREE - Floor Plans, Architects, and Unexpected Surprises
Building Ashley's Second Smile & Co. Office: Floor Plans, Architects, and Unexpected Surprises
In this episode, Ashley and Collin go behind the scenes of building Ashley's second Smile & Co. office, diving into the two-year construction timeline and the decisions that shaped the space from day one. Ashley opens up about drawing her own floor plan on taped-together printer paper, why she brought on a dental-specific architect for this build (unlike her first location), and the surprising realities of buying an existing building versus leasing one.
In this episode:
Ashley's original floor...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...
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 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...
Michelin Star Moves: How To Build A Team That Actually Fits Your Culture
How To Build A Team That Actually Fits Your CultureÂ
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 Y...
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 th...
The Making Of Smile and Co. #2 — Episode TWO - 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 ha...
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 hi...
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...
The Making Of Smile & Co. #2 - Episode ONE - The Backstory
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...
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.
...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.<...
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 ba...
The Making Of Evelina Smiles - ONE
This episode serves as the ultimate "Intro" to a brand-new chapter of The Making Of. We aren't just talking about a new office; we’re documenting the evolution of Dr. Rich Constantine as he embarks on his most intentional project yet: Evelina Smiles.
Rich pulls back the curtain on his entire career arc—a journey that has seen him go from a high-level Associate to launching his first successful Startup, navigating the complexities of Selling that practice, and now, returning to the arena to build a se...
The Making Of Soleil Dental Co. with Dr. Megan Rascius
"You can't have beauty without that foundation of health and function."
In this episode of The Making Of..., Collin sits down with Dr. Megan of Soleil Dental Co. to pull back the curtain on a truly unique path to ownership. Dr. Megan didn't just decide to open a practice; she decided to build a "village" in her hometown after realizing the standard associate track couldn't contain her vision.
Her story is a masterclass in the "Shell-Start"—buying an existing facility with equipment but zero patients. This allowed her to sk...
The Making Of Bloom Dental Co. - FIFTEEN
Collin sits down with Dr. Toni Torres to see how Bloom Dental Co. is flourishing five months post-launch.Â
1. Clinical & Financial Milestones
The Profit Pivot: Bloom hit profitability in Month 3 and doubled it in Month 4, fueled by a successful All-on-X case.The $30k Tax Surprise: Toni shares the relief of a $30,000 tax refund due to startup investment losses—a crucial "cash cushion" as she navigates not yet taking a personal salary.2. Anatomy of a "Wedding-Style" Grand Opening
The Results: Beyond the 100+ gue...The Making Of Pearl & Pine Dental Studio with Dr. Dixie Mobley
In this episode, Collin Al-Samarrie talks with Dr. Dixie Mobley, an Air Force veteran and founder of Pearl and Pine Dental Studio. They discuss her rapid transition from military dentistry to building a "bomb-shelter" startup in the Florida Panhandle.
Episode Timestamps
[00:00] Intro & "This or That" with Dr. Dixie.[05:42] The Origin Story: Following her father’s private practice footsteps.[08:15] Military Life: The elite training and the "dual military" commute struggle.[14:30] The Turning Point: Why she chose a startup over an acquisition....Life, Wellness, and the "Marathon Mindset"
Life, Wellness, and the "Marathon Mindset"
In this raw and intimate "living room session," Ashley, Collin, and Brian sit down to pass a single mic and share a major life update. This isn't your typical clinical podcast; it’s a deep dive into the "Not Alone" mission that defines The Making Of.
From Brian’s miraculous PET scan results to a surprise marathon challenge and the role of AI in personal wellness, this episode explores the grit required to navigate the "messy middle" of both dentistry and life.
Key...
A Walk, A Miracle, and a New Menu
In this raw, "on-the-go" episode, Brian and Ashley take you on a Thursday afternoon walk in California to discuss the most intense season of their lives. Recorded just after receiving life-changing medical imaging results, this conversation bridges the gap between the clinical "battle" and the human "journey."
From the "hangover" of chemotherapy to a radical shift in nutrition, this is a deep dive into what it means to "make" a life when the foundation is shaken.
🎙️ In This Episode, We Discuss:
The Miracle of the Scans: Brian shares the incredible news from his r...From the Vault - Mastering Dental Practice: Dr. Rob Ritter's Secrets to Long-Term Success
Episode Overview: We are re-releasing one of our most popular and impactful conversations! In this episode, Dr. Ashley Joves sits down with the legendary Dr. Rob Ritter for a masterclass in dental practice longevity, leadership, and the art of the high-end consult.
Dr. Ritter shares the hard-won wisdom from his 30+ years in practice, diving into the "benevolent dictatorship" model of leadership, the truth about dropping PPOs, and why valuing your time is the ultimate key to success. Whether you’re a startup owner or a seasoned veteran, Dr. Ritter’s "Apple Store of Dent...
The Making Of Bloom Dental Co. - FOURTEEN
In This Episode, We Discuss:
The Physicality of Dentistry: Toni discusses how she combats the postural strain and why ergonomic loupes have been a game-changer for her migraines and neck pain.The $17,000 "Happy Accident": Toni recounts her first All-on-4 restoration case. Relinquishing the Vine: Dr. Ashley Joves reflects on the "forced delegation" of her business, realizing that building a team-led practice has allowed her the freedom to be present for her family during a crisis.The CBCT & AI Debate: Following up on a community question, the duo explores h..."Your Mess is Your Message" - Brian’s Perspective on the Fight Forward
In this raw "trifecta" episode, Ashley, Brian, and Collin sit down for a candid update on Brian’s battle with Stage 4 tongue cancer. Recorded just weeks before a life-altering surgery, the team discusses the physical toll of chemo, the overwhelming weight of "decision fatigue," and how the dental community has rallied to support them. This is an unfiltered look at resilience and the reality of navigating a healthcare system in crisis.
1. Life in the "Messy Middle"
Family Strength: Brian shares the emotional (and humorous) reality of home life, from their sons shaving th...The Making Of Bloom Dental Co. - THIRTEEN
In this week’s episode, Collin Al-Samarrie sits down with Dr. Toni Torres of Bloom Dental Co. to navigate the high-stakes month leading up to her formal grand opening. From the logistics of hosting a city-sanctioned ribbon cutting to the sudden "panic" of realizing your practice is growing faster than your team can handle, Toni pulls back the curtain on the emotional and operational roller coaster of being four months into a startup.
What You’ll Hear in This Episode:
[07:05] – Home Life Update[09:40...The Fight We Didn't See Coming: Dr. Ashley Joves on the Healthy Patient Paradox and the Messy Middle
Life in the Making — An Update from Dr. Ashley Joves
After a brief hiatus, Dr. Ashley Joves is back in the booth with Collin Al-Samarrie. While The Making Of usually focuses on the grit of dental startups, this episode takes a deeply personal turn as Ashley shares the "life" part of the journey—specifically, the challenging season her family has walked through since December.
In this transparent and heart-wrenching episode, Ashley opens up about her husband Brian’s battle with oral cancer recurrence, the reality of naviga...
The Making Of Bloom Dental Co. - TWELVE
EPISODE 12 “The Business of Branding, Banned Words, and Burst Water Heaters”
In this week’s episode Dr. Ashley Joves, Dr. Toni Torres, and Collin dive deep into the "messy middle" of the startup journey—moving from the dry world of legal paperwork into the high-stakes world of branding and insurance.
If you’ve ever felt overwhelmed by the "invisible" work of being an owner, this episode is a must-listen. Toni and Ashley pull back the curtain on the mistakes that cost six figures and the aggressive credit strategies you need to secure a massive cas...
