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 cash runway before your loan even hits the bank.

What You’ll Hear in This Episode: 

08:15 – The Paperwork Foundation: PLLC vs. DBA • Why Toni filed for a PLLC • The crucial step of filing a DBA so the bank can actually accept your checks • Why your legal name and your brand name don’t have to be the same

16:40 – Credit Card Hacks: Why you should ask for an $80k limit • Toni’s advice on overestimated monthly spend to avoid a cash flow crunch • Ashley’s "ego bruise": The $100 credit limit increase story 

25:30 – The Soul of the Brand: Working with Studio 8E8 • Moving away from the "toothbrush and tooth" logo for a boutique aesthetic 

34:15 – Trademark Wars: The $$$$ mistake • Ashley’s horror story of a LegalZoom • Why you have to "defend your mark" once you own it

45:10 – Insurance & Scheduling Hacks • The "Banned Words List" • How Bloom Dental Co. handles no-shows with the "Final Attempt" text 

55:00 – What saved Toni’s life this week? • Winning the insurance appeal and finally finishing that Nevada State Board inspection

Toni is hitting a technical wall with Open Dental and needs the community’s help! Since Bloom Dental Co. takes so many prepayments, her 'unearned income' reports are showing a negative value for the month once the procedures are completed.

The Question: If you take prepayments, is this normal? Are you seeing negative values on your aging reports, or is there a 'secret click' in Open Dental to post these prepayments more cleanly? If you're an OD PRO, let us know!

Connect with Toni: Instagram: @the.joyful.dentist • @bloomdental.co

Connect with Ashley: Instagram: @ashleyjovesdds

This episode is made possible by: 

Studio 8E8 — Dentistry’s story-driven growth agency for startups. Learn more at https://s8e8.com/vsl 

Net 32 — The online marketplace to compare brands and prices so you never overpay. Check them out at net32.com/themakingof

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