Episode Summary
In this highly tactical second conversation with Julia Kim, we go beyond the mission to discuss the operational "How" of starting a new wellness business. Julia shares the hard-won lessons of pioneering a new service category, from building a custom CRM on Google Sheets to mastering the art of Process Mapping to successfully hiring offshore VAs. This episode is essential for any healthcare entrepreneur focused on scaling efficiently, avoiding the "system trap," and building a predictable business foundation.
Key Takeaways & Show Notes
The Cost-Effective DIY Solution: Why You Should Build Your Own Systems
- The System Trap: Many entrepreneurs get stuck trying to buy a sophisticated system, finding it's too expensive or doesn't match their unique workflow.
- The DIY Win: Julia and her team built their entire charting, tracking, and sales funnel system from scratch using Google Drive and Google Sheets.
- Custom Over Out-of-the-Box: If your service is unique (like a postpartum retreat), building your own system can give you a better, more tailor-made solution than generic software.
The Power of SOPs and Process Mapping
- Fix the System, Not the Person: When staff continually make mistakes, the problem is not the employee; "it's the system", and SOPs (Standard Operating Procedures) are the solution.
- Process Mapping as a Tool: Julia and Andrew emphasize using visual process diagrams (flowcharts) to lay out workflows step-by-step, which defines the logic of your entire operation.
- Offshoring and VAs: SOPs are critical for successfully onboarding virtual or offshore assistants, preventing business owners from spending excessive time training.
Staffing for a Premium Service and Building Culture
- Culture over Transaction: Sanu’s culture is focused on mutual respect and support for one another, ensuring that the internal relationships translate into a high-quality customer-facing hospitality model.
- The Nuanced Hire: When hiring, Julia looks beyond the resume for specific soft skills, like a calming energy and strong communication, especially when moving from a clinical to a hospitality-focused role.
- The BS Test & Firing Quickly: Andrew advises that if an employee fails a basic, practical job task—or isn't a good fit—they must be fired quickly because an early-stage business cannot afford the financial and emotional waste of bad hires.
Marketing, Pricing, and the Founder's Mission
- Pricing Transparency is Key: Julia maintains pricing transparency on her website, arguing that it reduces unqualified calls and prevents the founder from wasting time on buyers who don't have the budget.
- The Second Mover Advantage: Julia benefited from other companies moving first, which helped "educate the market" and opened the door for Sanu in her region.
- The Mission: Julia views Sanu as an advocate against the motherhood penalty, noting that proper postpartum recovery helps women maintain their presence and earning potential in the workforce.
Connect with Julia Kim and Sanu
- Website: sanupostpartum.com
- Instagram: @SanupostpartumCare
Ready to Stop Guessing and Start Growing Smarter?
Julia's journey proves that successful scaling is about systems, not luck. You must invest in your foundations and train your team to deliver on your premium promise. At Tobe Agency, we specialize in building the precise systems, from Foundational CRM to Local SEO, that ensure your business is predictable and profitable. Contact Us to get a personalized assessment of your business today.
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