[JOE SANOK] This is the Practice of the Practice podcast with Joe Sanok, session number 719. Welcome, welcome, welcome. I am Joe Sanok, your host, and I am so glad that you are here on the Practice of the Practice podcast, learning how to start, grow scale, and maybe even exit your private practice. It’s so fun talking with so many different clinicians about how their practices are going. Just today I was hanging out with the Group Practice Boss people and all these bosses we were talking about, like, how do you hire a marketing person? How do you grow a marketing person? How do you even think through marketing and to have these membership communities like Next Level Practice, Group Practice Launch, Group Practice Boss that we’re just supporting you. It’s so fun to see how much they support each other. They were just sharing resources in the discussion while I was talking. It was amazing to just see this side conversation going. I guess I got to be a little more compelling if I’m going to keep their attention. But I remember my very first person that I hired, this guy, Steve, he was one of my interns and he was like, can I work for you? I said, I don’t know. I talked to an attorney friend and got a 1099 contract made and then I was a group practice owner. It was totally by accident. I still had a full-time job, had no idea what I was doing. That’s why I’m so excited today to talk with Ashley Mielke. Ashley’s a registered psychologist, founder and CEO of a large group private practice in Alberta, Canada. They have 20 plus clinicians and growing. It’s called The Grief and Trauma Healing Centre. Ashley brings forth nearly a decade of business experience and is passionate about supporting heart-centered practice owners in starting, growing and scaling their businesses. Ashley is also one of our consultants here with Practice of the Practice. Ashley, welcome to the show. [ASHLEY MIELKE] Thank you so much for having me, Joe. I’m so excited to be here with you. [JOE] Oh my gosh, I am so excited to introduce you to the world and to just get your story out there and who you are. Already I feel like you’ve been on the team for such a long period of time, but it’s only been like a month or so. It just feels like you’ve just jumped so seamlessly and it’s been awesome to see. [ASHLEY] Yes, thank you. It just feels like everything is aligning so well. [JOE] Yes. Well, take us back, tell us about how you got to the stage in your career, where you were starting a group practice. What’s your story of getting into therapy and then starting a group practice? [ASHLEY] I’ll give you the short of the long story of how I ended up founding The Grief and Trauma Healing Centre, as a one woman show to start. My dad struggled with alcohol and drug addiction for my entire life and very sadly in 2010, he died by suicide after a relapse into alcohol and cocaine addiction. I very quickly realized how ill-equipped I was to deal with my pain. I at that point took the advice that everybody had given me just to keep busy and throw myself into school and work. So at that time I was a second year graduate student studying to be a psychologist. A couple of years pass and I was now fully registered and working in a private practice as a contractor. All of these grieving clients were being referred to work with me and I really felt my heart come alive, sitting with grieving clients. So I went on to do some research to see what was available to help grievers and I came across a program called the Grief Recovery Method. I went through the certification training in 2013 and that four days absolutely transformed my life so much so that the very next day I went to the registry’s office and registered my business, the grief and trauma healing center. I think very much like you, Joe, I jumped in with both feet and I had absolutely no idea what I was doing, but I had a passion and a purpose in my heart. That really just led the way. So from that point in 2013 to today is quite a long journey. It’s almost been nine years in business, but that, I guess I became an official group practice owner about a year into my private practice when I realized that I could no longer sustain the number of intakes that were coming in and I hired my first contracting psychologist. So that is sort of the root story of how we came to be. [JOE] When you look back to just starting the practice, what were some things that were helpful when you just first started getting going? [ASHLEY] Gosh, that’s a really good question. I think having those really fundamental processes in place were really key. I put out a website and at that time I didn’t have a lot of cash flow as a new business owner, so I designed that website myself and purchased it through a company, therapysites.com that helped with SEO and basic Google marketing. I signed a lease for an office space that I could grow into, which was a really important big step and really started to network myself. So putting myself out there on social media and speaking at community events and at conferences and giving free community talks. I really worked hard to just get my name out there as a starting point to build the practice. Then of course small things, but important things like having a scheduling system set up and how am I going to take payment and tracking invoicing and all of that. So I would say that was really my focus in the beginning. [JOE] When did you know it was time to start hiring other people? [ASHLEY] It was, I noticed that the intakes were coming in and it was really consistent and because I was full, which at least here, what we consider in our market in Alberta is about 20 hours of client time a week. So when I was full and could no longer take on new clients and we now had a wait list, that’s when I knew we were ready. So I really maximized the resources we had, the psychologist came in rented and shared the same office that I had at the time and I still maintained all of the administrative parts of the business. So I did all of the intakes answered all of the emails, took all the calls and I actually maintained that role when we hired our next psychologist as well, which was probably about, I would say six to eight months later. Then when there was the three of us, we moved into another office, we had a little bit more space to grow and then at that point I just knew I could no longer do everything and I hired our first employee as our office administrator to take over the administrative part of the business. [JOE] Wow. So how did you, because I think that like the jump to about five clinicians is a big jump, the jump to 10 is like another and then to get to 20, I think 10 is when it seems to get really complicated for most people. What was helpful when you really started to scale well beyond what you could do? [ASHLEY] That’s such a great question and it’s so true. Honestly, I just have to say every step of growth brings forth unique challenges, no matter how small or big you are and I think every step feels really scary. So even at this point in the practice, when we’re a really sustainable business, we are doing really well. It’s still scary for me thinking about the next step that we’re on. But I would say what has been really key this last, I would say year, year and a half is getting our processes really clear. So all of our standard operating procedures, all of our administrative processes and just getting super clear on who does what. Last year I also promoted a full leadership team because I was still managing so much of the high-level parts of the business I could no longer sustain that. I was burning out. So by hiring a leadership team to help with the growth and also to be able to delegate so many of those tasks, like the operations side of the business, the culture and people side of the business and of course, the clinical side of the business, which is so important. That has allowed me to step away from the day to day and really focus on the vision and growth of The Grief and Trauma Healing Centre. [JOE] Now where are you at right now in regards to your daily, like what you put into the practice and how do you protect your time and also stay connected because I think that when you’ve started something, you put a lot into that at the beginning. So to step back, oftentimes it’s more of an emotional thing than an actual, like logistical or financial decision. How do you decide what you’re going to put into it, what you’re going to not put into it, what you’re going to outsource versus be involved in? [ASHLEY] That’s such a great question. Honestly, like working with Alison from the PoP team was really helpful and really figuring out, okay, getting clear on the list of things that I want to be doing and then what are those things that I need to delegate? For example, reviewing every social media post that goes out, I no longer have to do that. That was like a huge piece of what I was doing that I’ve now delegated. Or reviewing client newsletters or just things that I didn’t need to have my hand in. So at this point I’m really focused on growing and expanding. We are opening a second location this summer, so I’ve got my hand in really structuring the process of that as well as just the marketing vision of the company. I do most of the speaking events, so a lot of media opportunities, appearing on podcasts and even I’ve had an opportunity to appear in two documentaries that are going to air on the Teles Network in Canada, in the fall. Then we have some like philanthropic parts of the company as well, like our annual hope campaign. We have a community partnership with a beautiful non-profit that supports single moms and we’re looking to develop a hope foundation. So there’s a lot, even though I’ve given up a lot, there’s still a lot that I’m involved in. It’s really more about the purpose side of the business, which is really exciting and to be able to lead the growth that’s coming our way. [JOE] It’s pretty awesome when you’re able to focus in your time on the things that you want to work on within the business, rather than the fires or the infrastructure that you can actually say, okay, what’s the impact here that we’re trying to do? I know that the impact and the workplace culture, like the heart of the business is a specialty area for you. Tell us a little bit about what you’ve done to create a workplace culture that really mirrors what you want to see in the world. [ASHLEY] Oh, I am so passionate about this and it’s so interesting today during our leadership meeting, we had got back the results of our annual team poll and the number one comment from our teammates about why they are committed to staying with the business long-term and what is the most important to them was our team culture. So that just like reinforced why this is so important and also the time put in. So I like to think of it from an attachment based approach, creating a place that feels really safe to show up wholeheartedly, to show up as a fully developed human being. And being that we are in the grief and trauma world, really reiterating that a therapist can come in with all of their staff and know that no matter what they’re facing, they’re supported and a big part of creating that culture was going first. So leading with vulnerability is a really important key for me as the leader of the company, sharing my losses, talking about struggles that I’m facing. So creating that environment, that’s safe to just tell the truth and ask for help. What we’ve found in doing that is by me going first, others are willing to open up and it really gives permission for them to be a full person. Then in turn, it really impacts how they show up for their clients and just the overall buzz and inspiration that our team and our clients feel whenever they’re in the center. [SLOW DOWN SCHOOL] These last few years have been so stressful. So much has hit our businesses, our personal lives, even our ability to work. How often do we get time to genuinely slow down, to reconnect with our bodies, to think about what we’re working on in our businesses and to connect with other people that think like us and want to do big things? That’s what Slow Down School is all about. Slow Down School is the event for people that are high achievers that want to do big things, grow their practices and big ideas, and they don’t want to kill themselves doing it. They want to be smart about where they spend their time. They want to learn to sprint, but they don’t want to kill themselves in the process. At Slow Down School you’ll be in Traverse City, Michigan, on the beautiful shores of Lake Michigan, July 24th through 30th, 2022. At Slow Down School, we’re going to spend a few days slowing down hiking. I’ll bring in massage therapists and yoga teachers and healthy food and time on the beaches with sunsets and just connecting with other folks like you. Then we’re going to run full tilt towards your business, towards your big ideas, towards your private practice, using all of the skills of Killin’It Camp sprint types of being able to get so much done in a short period of time. We’ve seen so many businesses grow and expand and launch as a result of Slow Down School and I would love to join you in that process. Slow Down School tickets are on sale now. Make sure you grab them before the early bird. If you get them after the early bird, that’s totally fine too. We’d love to have you involved with Slow Down School, July 24th through 30th, 2022. Head on over to slowdownschool.com to grab your ticket today. I can’t wait to see you in Northern Michigan. [JOE SANOK] If you were working with someone that wanted to evaluate their culture or wanted to understand where they are landing, how would you help them assess where they’re at and then improve in areas that maybe could grow? [ASHLEY] I would I think a really great idea is putting a team, pull out, having your team share some feedback about what is working really well, what they wish could be better, different or more, what are the ways that they like to be acknowledged and appreciated? So one of the questions we ask when someone joins the team is how do you like to be shown appreciation? What’s your love language? How do you like to be celebrated? I mean, there’s a lot of small things that we can do to improve the therapist experience. For example, about three months ago, we introduced this really fun segment. We call it feedback Friday. We have a team WhatsApp and every week myself and the culture director, we switch each week. We go on and we send a video acknowledging one of our teammates and we get really specific about why we’re acknowledging them and we celebrate them. Then the rest of the team joins in and talks about how much they value and appreciate that person. So it can be a really small thing like doing a feedback Friday or leaving notes or a card on someone’s desk to show that you value them. I guess it’s always keeping the question in mind, whose life can I impact today, taking that moment to stop, make eye contact, acknowledge someone, thanks someone, and really let them know that they are making a difference and that they matter to you. [JOE] I think that it’s so easy as a business leader sometimes to just be focusing on the goals and all the minutia of running a business, that to take that time to slow down, it’s almost like you have to have a habit, like on Fridays, I’m going to do this; to make sure you remember, to make sure you focus on it, that you prep for it, all of that rather than just waiting for it to happen. [ASHLEY] Oh, exactly. So for example, our director of people and culture, her role is okay, who do I need to check in with this week? So when we know someone’s going through really dark season or really struggling in their personal life, Gina will check in with them. How’s it going? How can we support you? She’ll even schedule coffee dates just to connect or drop by their house and deliver a care package. So it’s those small, but big things that really make a difference. She also manages monthly birthdays and other acknowledgements, whether it’s somebody just had a designation change, maybe they just passed the EPP and now they’re a registered psychologist or they just completed another certification training. Like we’re just really mindful to stay on top of the details of what’s happening in each therapist’s life so that even as we grow and I have a big vision for The Grief and Trauma Healing Centre that we can still maintain that tight-knit, family-oriented feel of the business. [JOE] And you said your big vision, what are you thinking you’re going to do? What’s the plan? [ASHLEY] Oh my gosh, Joe, putting me on the spot here. I mean, think the big, big vision, and this is like, it’s that big hair audacious goal is we would love to expand across Canada and have a grief and trauma healing center location available everywhere. We know that grief is an inevitable life experience, everyone’s going to grieve and so to know that there is a service that’s accessible and available, and that’s also evidence based would really be a dream of mine because right now people from all over Canada reach out to us and they say, can you work with me? Or can you serve our people in this community? Unfortunately, as psychologists, we are bound by our sort of by the province that we live in. So we can only serve those within Alberta. That’s really been heartbreaking for me. So I say that’s the big vision. [JOE] Now, when did you, you said that you did consulting with Alison, at what phase were you at in your practice when you started and what do you think that did to help you grow? [ASHLEY] That was about a year ago. I could be off with my timing. It was about a year ago. We worked together for five months and it was at that point, Joe, where I was like, okay, I have way too much on my plate. How do I delegate? What do I do? What’s that next stage of growth? So Alison helped me to create an organizational chart and sort of redefine, okay, what is my role going to be and then how am I going to promote directors? What’s their role going to be? How do I that financially? How do I be mindful of the administrative time that they’re going to be billing in their roles? So she really helped clarify a lot of those pieces and then also helped in developing some of the standard operating procedures where we were maybe lacking some clarity. Then honestly, otherwise it was really validating and reinforcing that I was, had already put in a lot of steps that Alison would have suggested. So it was really reinforcing that I was on the right track. [JOE] Now, as you enter into doing consulting and helping other folks whether it’s in Group Practice Boss or one-on-one consulting, maybe eventual masterminds what are you excited about working on with people? [ASHLEY] Oh my gosh, I am excited about everything. I’m so passionate — [JOE] I couldn’t hear that in your voice at all. [ASHLEY] No, I have no enthusiasm. None. [JOE] No, you need to tone it up a little bit. We think you’re just like yawning. [ASHLEY] I know, this is my spirit, Joe, though. [JOE] Oh, I hear you. I love it. [ASHLEY] I just am one of those people that just have like a zest for life and a zest for everything. I think it’s the holy spirit because I’m a Christian. So I just love to be able to help people and serve in any way I can. I’m excited to dig into, I love one on one, because it’s an opportunity to dig into somebody’s practice, get to know their why. What is the purpose that drives them, really clarifying the vision, mission and values that are going to sustain them long-term. Then also looking at the business side of things and using my experience, both my successes and my failures, to be able to support them in setting up those systems and processes to be really successful. It’s been amazing, with Alison’s support and just making a few changes in the company, we became a million-dollar business this year and I just think, gosh, that’s such a huge success for us and a win for us and we’re just getting started. I think if I can support someone in feeling that momentum and excitement about their business, then that will just bring me so much joy. [JOE] That’s so awesome. Well, the last question that I always ask is if every private practitioner in the world were listening right now, what would you want them to know? [ASHLEY] Oh, that’s such a great question. Okay, so I want to go deep here. Growth is hard and stepping into discomfort and the unknown of entrepreneurship can be really challenging. It can feel really lonely. I think what has been absolutely key for me in every single stage, including where I am today is staying very clear on your why, what is your, why, what is the purpose that drives you? If you can stay committed to your why and your vision for the business, I think you can be unstoppable. [JOE] So inspiring. Ashley, I’m so excited to have you on the team. If people want to work with Ashley, head on over to practiceofthepractice.com/apply. There’s more about the work that Ashley does, but also an application there where we will get extra information from you. Jess, we’ll do a quick phone call just to ask a couple more questions and then you’ll chit chat with Ashley to see what consulting would be a good fit. Ashley, thank you so much for being on the show. [ASHLEY] Thank you so much for having me, Joe. What a pleasure and privilege? [JOE] I think it’s amazing when you just think about less than a decade ago, Ashley was starting a practice, solo practice, it’s growing and now they just broke a million dollars. I mean just the power of taking small and steady steps in the right direction and adding that next right clinician and writing that birthday card or creating that culture and then hiring Alison to help structure things out and getting that consulting to not have to start from scratch and to now look where she’s at with the practice. But then also she’s joined our team and is doing different types of things with her skillset and helping the world. I’m so excited to have Ashley on the team and to be working with Group Practice Boss and all the support she’s going to offer one on one. Again, practiceofthepractice.com/apply if you want to apply to work with Ashley. Also, this is the last chance for you to grab your Slow Down School tickets. Slow Down School is the event that we host here in Northern Michigan, right on the beaches of lake Michigan. We have an executive chef come in, comes in partnerships with local farmers, so they say these are where the carrots are from. The kale, we grow right here. It’s amazing. We go hiking, we bring in massage therapists and we bring in yoga instructors so that for a couple days you can just slow down and then we run full tilt towards your business. I teach you how to sprint, you get a lot done and then we go wine tasting and chocolate tasting and have an amazing time wrapping up the week. It is an event that you don’t want to miss if you are ready to level up. So if you have a solo practice, that’s strong, probably not brand new all the way up through a thriving practice or launching a big idea like e-courses, membership communities, all that, Slow Down School is for you. It’s going to be on the 24th of July, 2022. So make sure you get your ticket today over at slowdownschool.com. Also, if you’re not sure if it’s a fit, just drop me an email, [email protected] and Jess will find a time for you and I to chit chat to see if it might be a fit. We have enough people applying for things. We don’t do any hard selling here. I just want to make sure that it would be a fit for you and for what you want to achieve. So again, slowdownschool.com is where you can grab that ticket. Thank you so much for letting us into your ears and into your brain. Have a great day. I’ll talk to you soon. Special thanks to the band Silence is Sexy for that intro music. This podcast is designed to provide accurate and authoritative information in regard to the subject matter covered. It is given with the understanding that neither the host, the producers, the publishers or guests are rendering legal, accounting, clinical, or other professional information. If you want a professional, you should find one.