I finally understand why they say that a business owner wears many hats.
Hodgepodge of responsibilities
Yesterday, I spent an hour on the phone with insurance, on behalf of a patient. Met my landlord for brunch. Met my contractor and electrician at the office to pick out some base boards and other materials. And spent another hour on the phone with my cousin discussing marketing strategies. This was all in a day’s work. Oh yes, I also booked another patient for a new exam once the practice opens- that was probably the highlight of my day.
Last week, I dropped my clinical days to one day a week. I’d made the funny assumption that I’d have time to go swimming twice a week during the day. On top of working on the business and getting things ready ahead of our opening on the 21st of next month.
Silly, old me.
The administrative workload to get through before the practice opens has ballooned to occupy at least 5 working days if not more. I find myself working on the business more than ever. Even though I’m waking up at 5 am or earlier daily to get stuff done before everyone else in the house wakes up.
Waking up at 5 AM
For the morning wake ups I have to credit baby V, though. I haven’t yet completely weaned off his early morning/late night feeds. Which is totally against the advice of any sleep coach or even dentists, since he has already gotten his first tooth so technically I do need to stop those night feeds, unless I want to risk him getting early childhood cavities! Confused- I made a short video about it here. This topic was one of my best performing meta ads!
Marketing
Ads are a whole other thing. I’m still understanding them and trying to tweak them to see what works. Have I gotten some leads? Yes, I did- but they’ve generated no returns since most of them do not answer their phones, or emails. They do not respond to Instagram/Meta messages- so who are these people? Are they ghosts playing with my hopeful heart?
Additionally, many of them do not even live in California. Why is Meta showing my ads to people who are not even in the same zip code as my practice? That is not necessarily Meta’s mistake, I’d classify that as a Sampada mistake.
Why am I trying to do it all myself rather than delegate it off to a marketing company? Sure, there is the question of money. I’m trying to be very cautious about our budget. That said, this is an expensive project, and I’ve known that for a while. Have we gone over my initial budget? Yes. I think the most reasonable in all of this has been my general contractor. He has an eye for detail and really cares about his work. And most importantly, has stayed within his budget! The real reason I first try to do everything by myself, however, is a golden principle. Delegate what you understand so you can teach what needs to be done and can monitor/audit what is done.
To read more about the progress on construction, and all of its trials and tribulations, head here.
Cabinetry maker
The biggest disappointment so far has been my cabinetry maker. And I was very, very excited about him! He came from such a high recommendation. However, his work lacks the finesse that I was looking for. Later, the dentist who recommended him says, he always came by very quickly or sends guys over to make needed repairs,’ to which I wondered, why did his work even need repairs? If it was done properly the first time, it would not. I am more disappointed with the dentist, than the cabinetry contractor! That said, this is again my mistake and not anybody else’s. Classic business owner life.
What I have learned here is that we need to get recommendations from people who are more like OURSELVES. How similar am I to the dentist who recommended the cabinetry contractor? The truth is we are not similar at all. Not in our leadership, attention to detail, insurance mix, or our patients. Yes we have some similarities, but I can think of many other dentists who I am more similar to, whose recommendations I could have taken. Those recommendations would have come at a higher cost. However, this recommendation also came with a higher cost.
I guess that’s the good thing about being a founder. You own your own mistakes, and it doesn’t upset you that much- you learn to live with it. Like Mel Robbins said, the great asset you have is to be in a good mood, almost irrationally every day. Despite of whats happening around you.
Which could also be a little ignorant but okay! It’s Mel Robbins so she gets to say what she wants.
I’m not going to go swimming today alas. I’m a little sad about it but also recognize the fact that I have a lot on my plate and I want to get through most of it today, which is my main working day.
I can take it a little easier on Friday and actually go swimming the way I said I would. Today, I have to get all my business owner stuff ready such as:
- Business pamphlets for in and around San Carlos – get email addresses of all the other businesses from the Business Ec. Council. And for other commercial real estate areas of Prometheus. And drop these around businesses in San Carlos.
- Residential pamphlets Marketing fliers for Trestle and other properties. Get a list from ChatGPT for the other rental apartment buildings and senior living complexes in San Carlos.
- Partiful invite to friends and family and residents of the City of San Carlos- get Lauren’s help in marketing that, and Brandon’s as well. We will sponsor the appetizers, and food. I don’t think I can legally sponsor the beer but the beer garden shall be right there for people to enjoy their food and sunny weather at our opening party!
- Business cards– at least 2000. For our local temples as well as distribution here and there. I had a patient last week who was a trustee at a local temple who insisted on bringing me along to all the temples he goes to in the Bay Area, for us to set up booths and distribute my business cards. He has already sent me two patients! I met him last Thursday! All of this, for properly adjusting his dentures for him. I need to pick those cards up today, if possible. Since tomorrow and day after I am networking again and need cards to give out to others!
- Mailers for home owners in San Carlos.
Too many things
There are also payments that need to be made, such as rent and supplies. I used to be able to keep all things in my head until recently. However with the new practice there is now so much that I am afraid of missing things unless I write them down. The other problem is that I have too many places where I write things down. I should use something simple and omnipresent like Notion, but haven’t gotten around to downloading yet another app!
I have to also come up with my fee schedule and build my dental assistant’s contract so she can read and review it this week. I think no matter what, she needs to be hired for the Sept 14 start date because I am sure I’ll have stuff for her to help out with. For example, furniture shopping, insurance verification, OON claims set up, etc.
And look at that, it’s not even 7 AM and I already have a 100 things to do the rest of the day, haha. Life of a business owner (and the business has not even started yet!).
Good morning, friends!
To request an appointment with us, Aashvi Smiles Dental Group is here to help your family feel comfortable and cared for. Please head here to contact us!
Sampada Deshpande, DDS, FACD
Aashvi Smiles Dental Group
555 El Camino Real, Suite 100
San Carlos, CA 94070