‘Nooma Yoga Studio’ stretches for franchise dream | Small Business Revolution: S4E5

‘Nooma Yoga Studio’ stretches for franchise dream  | Small Business Revolution: S4E5


{an2}- Hey, I’m Amanda Brinkman, {an2}and I’m the Chief Brand Officer at Deluxe {an2}and the host of the show
you’re about to watch. {an2}So, Deluxe started doing this series {an2}because we love small businesses. {an2}It’s not just that they create jobs. {an2}We believe they have power
to bring people together. {an2}And we wanted to use what
we do at Deluxe to help {an2}them succeed. {an2}Our hope is always been that entrepreneurs {an2}can watch the show, and learn
something that helps them. {an2}But, the episodes are
only a half an hour long, {an2}and we can’t always show you
every step of the process. {an2}So, if you want to learn a little more, {an2}come check us out at
deluxe.com/revolution. {an2}Your town doesn’t have to
win the half a million dollar {an2}makeover for the Deluxe team
to work with your business. {an2}What we do on the show is
what we do all the time {an2}for five and a half
million small businesses {an2}across the country. {an2}We just don’t always bring cameras. {an2}So remember to shop
local, and enjoy the show. {an2}We’re about to go in and
surprise Casey and Nicole {an2}from Nooma studio.
– Yes. {an2}- So, this is a great yoga studio, {an2}- This is gonna be hot.
– here in Searcy. {an2}They are two young moms, who have built {an2}an incredible business. {an2}- Yes. {an2}- They don’t know we’re coming. {an2}- And I love yoga, let’s be honest. {an2}- And then after all this excitement, {an2}we can do a little yoga. {an2}(bright music) {an2}Congratulations! {an2}- Hey! {an2}Welcome to the Revolution {an2}Hi. {an2}Wow! {an2}(laughing) {an2}- Now we’re out of breath. {an2}So glad we go to do that. {an2}- If we’re going to work with these guys, {an2}I feel like we need to experience {an2}what their clients experience. {an2}I think we need to try some aerial yoga. {an2}- [Ty] Let’s do it! {an2}- [Casey] Okay
– [Nicole] Okay {an2}- So what happens, we climb
into this womb-type object? {an2}- Okay so if you take the edge up {an2}- [Ty] I go in? {an2}- Okay knees wide, knees wide. {an2}- [Ty] Oh I see
– Keep going, knees wide. {an2}- [Amanda] Am I doing it right? {an2}- Well, I wouldn’t follow
his lead. (laughing) {an2}- Hey, Amanda, are you relaxed? {an2}Because I’m starting to feel
a little relaxed over here. {an2}- I feel like this is, I’m telling you {an2}this is a workout I could get used to. {an2}- Yeah. {an2}- [Narrator] Small
towns across the country {an2}are fighting for their survival {an2}with the odds stacked against them. {an2}But what happens if we join that fight? {an2}If we dedicate a little
money, a lot of experience, {an2}and thousands of hours of
work into one small town, {an2}focusing on the businesses {an2}at the heart of their Main Street. {an2}What started as an idea
became a national movement, {an2}with 30,000 towns nominated
for the $500,000 makeover, {an2}and more than a million
votes cast for the winner. {an2}- [Ty] Hello, Searcy! (crowd cheering) {an2}- [Narrator] In it’s fourth season, {an2}The Small Business
Revolution is headed south {an2}to Searcy, Arkansas, and
a new town in a new region {an2}will present a fresh set
of challenges to tackle, {an2}both for the small businesses {an2}and for the community as a whole. {an2}So Amanda Brinkman and her team {an2}of marketing experts at
Deluxe are going to work, {an2}and they’re not alone. {an2}Renovation expert and
co-host Ty Pennington {an2}will be working with the team {an2}to rehabilitate the town’s buildings, {an2}while a whole cast of experts {an2}help rehabilitate it’s businesses. {an2}Every episode we’ll be working
with a new small business {an2}to see if we can change the odds, {an2}if together we can start a revolution. {an2}(calming music) {an2}- [Instructor] And now step it through. {an2}Strong here, left hand reaches {an2}- [Casey] At nooma people say {an2}there’s just something
different, I just need to go. {an2}It isn’t us, it’s because
there is something {an2}special inside of them. {an2}When we’re in there and
when you’re yelling, {an2}I mean it’s uncomfortable at
first to allow it to be heard, {an2}and so when they first come
in the class, they’re like, {an2}”What in the world is she doing?” {an2}- [Instructor] Four, three, two, one {an2}(techno music) {an2}- [Class] (shouting) Ha! {an2}Ha! {an2}Ha! {an2}Ha! {an2}- [Casey] To do it with
30 other people in a room, {an2}there’s unbelievable power in that {an2}that I don’t truly even
understand at this point. {an2}It’s all about the things
they discover in that room {an2}but then they can take it outside, {an2}and it affects every aspect of their life. {an2}- [Class] Ha! {an2}Ha! {an2}- [Instructor] And down. {an2}- “This place is a lighthouse,”
is what I tell people. {an2}It’s a lighthouse. {an2}Casey and Nicole both
have healing stories, {an2}they’re on their journey,
and their mission {an2}is just to help people connect
back to themselves and heal. {an2}- [Casey] We both have
backgrounds with things {an2}that we needed to work through. {an2}When I was younger, I moved
away from all of my family, {an2}which I think was really good for me. {an2}I don’t think I really knew myself, {an2}so I think that was my
time maybe later in life {an2}to kind of discover who I really was {an2}and what I really wanted to do. {an2}- [Nicole] I would have
never expected myself {an2}to be ever leading a class. {an2}When I met my husband
and we moved to Searcy, {an2}I literally would hide
in my closet and cry, {an2}when he brought people over
and I had to talk to somebody. {an2}Having a conversation was really hard, {an2}because I didn’t know what to say, {an2}I was going to say something wrong, {an2}but something was just like, {an2}”Hey, this is what you’re
supposed to be doing. {an2}”Are you going to show up and do it, {an2}”or are you just going to keep hiding {an2}”in your closet for
the rest of your life?” {an2}And so my passion is trying to {an2}let other people realize the power {an2}and the strength that they have in them, {an2}and to come back to who they truly are. {an2}- They’re wanting you to connect, {an2}not just with your body, but
with your mind and your spirit. {an2}One of my very first
classes, the very first time {an2}I’ve really felt like I connected {an2}in a spiritual way, I started crying. {an2}I’m not a crier, I mean I do not do it. {an2}I don’t know that my
family’s ever seen me cry. {an2}And I’ll do it in this class. {an2}It’s just that build-up and
that release of the tension, {an2}and that’s part of their purpose, {an2}that’s what they want us to do. {an2}- [Instructor] Reverse, and slice. {an2}- [Casey] Nooma opened in June of 2017. {an2}18 months later, we bought
Rogers in northwest Arkansas, {an2}and we opened several
months later in Little Rock. {an2}We’re a bit of a triangle. {an2}- [Nicole] We knew that
whenever we started this, {an2}that it was going to be hard, {an2}but I don’t know if we knew {an2}that it was going to be so many hours. {an2}There’s always something
going on at the studio {an2}from 5 a.m. ’til almost 10:00 at night. {an2}- [Casey] I remember those first two weeks {an2}we’d be up here at 4 a.m. {an2}I was thinking, “Oh my
gosh, what did we do?” {an2}- Running through three studios
in a short amount of time, {an2}and trying to get all the
systems together is overwhelming. {an2}- [Casey] We have 45 employees, {an2}so I think we bit off more
than what we could chew, {an2}but we both believe the vision
that we have is working. {an2}We need the basic
structure and that’s been {an2}really frustrating for
me, because I feel like {an2}that’s our missing piece, {an2}And it’s a piece that you cannot miss. {an2}- [Nicole] We’re just wanting to continue {an2}to evolve and grow, and
so we feel that growth {an2}is by moving and opening new noomas. {an2}New noomas.
– New noomas. {an2}Say that three times really fast. {an2}- [Ty] Would you guys describe yourselves {an2}as ambitious people? {an2}- Yes. {an2}- [Nicole] I can’t even explain {an2}how excited I am to have Deluxe come in {an2}and help us with these different systems. {an2}- [Casey] It’s a dream come true {an2}and it’s one of those things that {an2}we’re going to be able
to look back on and say, {an2}”That was the turning point.” {an2}- [Amanda] We spend a lot of time {an2}working with businesses that
are fighting to survive, {an2}but this is a brand new challenge. {an2}Nooma feels like they’re
on the verge of taking off, {an2}and if we can help them make that leap, {an2}it would be huge for Searcy. {an2}Instead of saving one or two jobs, {an2}we could be creating fifty. {an2}Deluxe has plenty of experience {an2}creating marketing that
helps small business grow, {an2}but from an operations standpoint, {an2}we need someone who can
show Casey and Nicole {an2}what it takes to build
a successful franchise, {an2}and we hit the jackpot. {an2}Stacy Anderson is the Brand
President of Anytime Fitness, {an2}with over 4,000 gyms across 50 countries, {an2}Anytime is literally the fastest growing {an2}fitness franchise in the world. {an2}Stacy was also dedicated enough {an2}to show up at 6 a.m. to test the product. {an2}- My gosh, so I feel like
I just left this place, {an2}and I just stopped sweating. {an2}- Well, you just did
your class this morning. {an2}- Yes, hot hot yoga.
– Well you look great now. {an2}I haven’t gotten to see your class yet {an2}but I love these girls. {an2}- Ugh, so hot. {an2}- [Nicole] Hello! {an2}- [Amanda] Oh it’s so
wonderful to be here. {an2}- I’d like to introduce you to Leah, {an2}this is our studio manager. {an2}- Hi, nice to meet you. {an2}- Hi Leah, great to see you. {an2}- Nice to meet you.
– I love your sweatshirt. {an2}- Thank you. {an2}(lauging) {an2}- Yeah, you guys are doing a great job {an2}with branded apparel already, it’s great. {an2}It’s awesome
– Love it. {an2}- Thank you.
– It’s very cool. {an2}One of the things that you guys love to do {an2}is have the mats and the towels
and everything here, right? {an2}So that people just bring themselves. {an2}- [Casey] You know the
moment that you book, {an2}that your experience starts.
– Yep. {an2}- And so that you’ve been seen
and you’ve been planned for, {an2}so that’s really important to us. {an2}- Really nice kind of touch
the experience, so thanks! {an2}- Cool, okay let’s go upstairs. {an2}- Oh, this is cool. {an2}- [Casey] Arial yoga.
– [Amanda] Arial yoga. {an2}Awesome, and this is the heat yoga? {an2}- [Casey] It is. {an2}- This is where the magic
happened this morning for Stacy? {an2}- [Casey] It sure is!
– [Stacy] So hot. {an2}- It’s still warm in here. {an2}- I know, it’s nice and warm. {an2}- This is awesome, all right, {an2}so you even have personalized mats? {an2}- [Stacy] It’s really
smart that you do this {an2}because I’ve seen a lot of yoga studios {an2}try to cram as many people
as they can into the room, {an2}and it makes the
experience worse for folks, {an2}and so the way you’re managing this {an2}is just really, really smart. {an2}It’s great, I’ve never
sweat so much in my life. {an2}(laughing) {an2}- All right, so speaking of sweating, {an2}I think we should sit down {an2}and actually talk about the business. {an2}- [Stacy] Awesome
– [Casey] Okay {an2}- I’d love to talk about how we get you {an2}from, “Gosh, here’s what
our goals are as studios,” {an2}down to, “Here’s the business rhythms {an2}”that’ll help us feel like we are {an2}”in control of that business.” {an2}It’s all about making sure that your staff {an2}know exactly what’s expected
of them every day of the week. {an2}Wash, rinse, repeat. {an2}Wash, rinse, repeat. {an2}- [Amanda] So you’ve
opened up more studios, {an2}do you truly want to get to a place {an2}where you’re ready to franchise, {an2}or do you just want more locations? {an2}Talk a little bit about what
what growth looks like to you {an2}and what you’re actually after. {an2}- Yeah, so we’re definitely
interested in franchising, {an2}and wanting to grow in that area. {an2}- I don’t feel, I know we’re not ready. {an2}And so at what point can we, {an2}is there a way for us to learn and say, {an2}once you hit this number,
once you hit these goals, {an2}this is when you’re able to. {an2}- The three tenants of franchising {an2}are operations, like having
those business rhythms, {an2}marketing, because it will
be you building the brand {an2}on behalf of your franchisees, {an2}and the third thing is training. {an2}It becomes less about you
guys as owners and operators, {an2}and more about you as teachers. {an2}And then you do need to have {an2}your finances pretty wrapped up. {an2}- So you give us a sense for how much {an2}breathing room you have
in the business right now? {an2}- Well, (chuckles)
– [Nicole] Not much. {an2}- Are you holding your breath? {an2}- Yeah, I have all the numbers right here. {an2}We have rent beginning in
Little Rock next month, {an2}and so while it might
show that we cleared 44, {an2}well our rent is 4,300, and
so it’s about to break even. {an2}Rogers has been hard,
and we told ourselves {an2}it would be slow, but we don’t
know how slow is too slow. {an2}- So, Little Rock and Searcy locations {an2}are doing really well,
and Rogers is draining– {an2}- Searcy studio is paying for Rogers. {an2}- Got it, are you pulling a salary {an2}from the businesses today, or not yet? {an2}- No.
– Not yet. {an2}- So these months where
you’re breaking even {an2}are actually months of
loss when you think about {an2}the fact that you haven’t
been taking home income. {an2}- What is your pricing in
Little Rock versus Searcy {an2}from just a single class standpoint? {an2}I noticed Searcy was about $12. {an2}- Little Rock’s 20
– [Stacy] Wow. {an2}- And so is Rogers. {an2}- You probably have room to
go up at least closer to 15. {an2}- I mean, you have waiting
lists for your classes, right? {an2}I think Searcy is the perfect place {an2}to try and play with
that pricing strategy. {an2}- And frankly, it’s easier
to support fewer members {an2}that make you more money
than it is to support {an2}a lot of people making you just a little. {an2}Can I ask you a question, how much time {an2}are you spending on
choreography in a week? {an2}- A lot. (laughs) {an2}- [Casey] Five to six hours in a week. {an2}- [Stacy] That’s a huge hunk of your time, {an2}you lean into what you love
and what you’re good at. {an2}I do it too. {an2}I just want to challenge you a little bit {an2}to look at what’s good
enough in that space {an2}so that you can focus on
some of these other things {an2}that are so core to the business, {an2}that’s how you get
control of your business, {an2}and that’s where Rogers
is a really interesting {an2}opportunity for you to set some goals {an2}and set yourself a deadline, and say, {an2}”This is how much money
I’m willing to invest {an2}”to get the sort of return
I think I’m going to get,” {an2}and when you hit that point,
it’s okay to walk away. {an2}Because you learned something, right? {an2}- [Amanda] This is what I think {an2}is really interesting
though about business. {an2}I mean, their classes are full, {an2}you’re incredibly
popular, people name nooma {an2}as one of the favorite
parts of living in Searcy, {an2}and so by all measures
– That’s amazing {an2}That’s awesome.
it’s so successful, {an2}but I’m always amazed with how businesses {an2}still can be so close to
that breaking even point. {an2}- I’d say let’s build your foundation {an2}from an operational standpoint, {an2}so you feel really good {an2}about what you’re doing in your business, {an2}then you can start to think about, {an2}”How might we play around
with the franchise model?” {an2}Does that make sense?
– [Casey] Yes. {an2}- And budget for salaries
for yourselves, you have to. {an2}It’s not selfish, it’s
what a business does. {an2}I love the ambition, I love the idea {an2}that we can expand to another
location, we can franchise. {an2}That’s kind of that
entrepreneurial spirit coming out. {an2}They need to almost hold
off on that a little bit, {an2}and just channel that energy {an2}into the basics of the business. {an2}(upbeat music) {an2}- [Ty] Okay so I’m going
to state the obvious. {an2}I mean, the place looks amazing. {an2}- I know. {an2}- I don’t see any physical transformation {an2}that seems to be screaming, {an2}”This has to be done to
make it look better.” {an2}- I think from the outside {an2}nooma looks like they’re doing
so well, and they really are. {an2}But when you really look at the numbers, {an2}we need to help them figure out
how to increase revenue now. {an2}Specifically in the Searcy location, {an2}if you think about it, the
heat yoga studio is great, {an2}but it’s limited.
– It’s a small space. {an2}- Yeah, so if we could take that wall down {an2}and just rearrange the second floor, {an2}that we could double their class size. {an2}- Well since it’s a glass
wall, it’s not load-bearing, {an2}so that’s doable. {an2}- This is about tweaking their locations {an2}that are already doing okay, and seeing {an2}if we can get them to a place {an2}where you can really start to say, {an2}”Yep, this is a model that somebody else {an2}would want to buy from you.” {an2}- [Amanda] And in fact,
when we think about {an2}everything from their
website to email marketing, {an2}to printing and promo and apparel, {an2}everything we do we’re going to want to {an2}make it as efficient as possible. {an2}From not only a marketing perspective, {an2}but from an operations perspective. {an2}- Love it. {an2}- [Julie] Between the
choreography, the music, {an2}and really the community
that they’ve created, {an2}nooma has something truly special, {an2}and it’s hard to describe what it is, {an2}and I still don’t know
if we’re going to be able {an2}to capture why they are,
but we’re sure going to try. {an2}- [Amanda] We’re not quite
as close to franchising {an2}as we initially thought, but
that’s still the ultimate goal. {an2}And the exact things we do {an2}to make the business healthier now {an2}will make them a more attractive
franchise in the future. {an2}So we need to take a
deep dive into the books. {an2}- I want to think about working
backwards from where we are, {an2}so if we know how much
income you want to derive {an2}for each of you personally,
what does that mean {an2}from a sales perspective? {an2}Where do we need to get to in sales? {an2}So, what is a good income for
you guys to make out of this? {an2}At what point do you go
– 200. {an2}200, great, is that each or between you? {an2}- I wasn’t sharing. {an2}(laughing) {an2}- I won’t hear of that.
– Perfect. {an2}So if you need to drive $400,000 {an2}worth of profitability for this business, {an2}what does your top line need to look like? {an2}You’ve been driving some
pretty consistent revenue {an2}through the Searcy location. {an2}- Yes, and Searcy’s numbers were way below {an2}where they should have
been, and we raised them. {an2}We went from a $12
class and we went to 15, {an2}it didn’t slow down, so we went
ahead and moved it up to 20. {an2}And so far, it’s driving our memberships. {an2}- [Damon] I mean, that’s phenomenal. {an2}- I think that will also
show the profitability go up {an2}and we’ll be able to see
it climb a lot quicker. {an2}- Their classes are sold
out, so their revenue {an2}has actually plateaued, they
can only go much higher, {an2}so that’s why the capital
investment we’re making in them {an2}is to double the size of that studio {an2}so that the class schedule
doesn’t have to change {an2}in order to double the revenue. {an2}- [Damon] So you led in
beautifully to my next point. {an2}You’ll get to a point of where {an2}you know the ceiling in that location, {an2}and that’s going to be really important {an2}when you start moving
into a franchise model, {an2}that you can put in front of someone, {an2}”Hey, in this region, here’s
the revenue you can earn {an2}”at max scale, and
here’s where you going to {an2}”want to keep your costs at.” {an2}- And then that will help also
inform marketing strategy. {an2}If your 7, 8, and 9 a.m.
classes are sold out, {an2}let’s not bother spending money {an2}trying to get those more full, {an2}let’s target that advertising
and that messaging {an2}around filling in the rest of your day, {an2}because a lot of your operating expenses {an2}of these locations are
going to stay the same {an2}whether or not you have
classes during the day. {an2}- I feel you guys have
got a really good grasp {an2}on what we call leading indicators, {an2}and they are the number of classes, {an2}the class sizes, the attendance. {an2}I’d really love to see you put together {an2}some sort of leading indicator dashboard {an2}with all the information
and data that you have, {an2}that tells you on a daily basis, {an2}”We’re on track for a good month.” {an2}Or, “We’re not, what can we do about it?” {an2}Because I look at Rogers, {an2}and you continue to
carry this loss through. {an2}I kind of go, “Well,
that’s been six months.” {an2}At what point do you say,
“We can’t make this work.” {an2}- Yeah, we set that for October. {an2}- For Rogers we said October.
– Okay. {an2}Fantastic, I think it’s
great that you have a goal {an2}and you’re prepared to carry
that for that period of time. {an2}And it doesn’t disprove
your business model, {an2}it just says that, “Hey, we now know {an2}”from an operating standpoint,
this type of business {an2}”cannot support $6,000 a month in rent.” {an2}If the dream of this business {an2}is to be a franchisable business, {an2}then these learnings are more valuable {an2}than the loss that you’re
seeing on this bit of paper. {an2}- [Amanda] It’s so fun
working with Casey and Nicole. {an2}We’d recommended upping
the price on classes. {an2}A month later, they’ve
tested into a 67% increase {an2}without losing clients. {an2}We asked them to think about how long {an2}they’re willing to carry a
loss on the Rogers studio, {an2}and they come back with an
ambitious profitability deadline. {an2}Now it’s our turn to put those
Deluxe renovation dollars {an2}into increasing revenue. {an2}- [Ty] If we give them the room to expand, {an2}would you say they’re going to
double their business, right? {an2}- Yeah, they can double their business {an2}just here in Searcy alone.
– [Ty] That’s awesome. {an2}- [Cameron] Yeah, and then we would have {an2}to buy them some more heat lamps. {an2}They do want this room to
be 104 degrees for hot yoga. {an2}- Wow, they actually want it
to be 104 degrees! (laughs) {an2}- Yeah, I know, that’s hard to believe. {an2}- [Ty] So I think we need to {an2}knock down a wall and make it hotter. {an2}- [Cameron] That’s exactly
what we have to do. {an2}- [Amanda] While the
studio is under renovation, {an2}Nicole and Casey are heading {an2}to the Anytime Fitness headquarters. {an2}- [Stacy] Yay, hi ladies!
– [Casey] Hello! {an2}- Welcome to Minnesota
and Self Esteem Brands, {an2}so good to see you! {an2}Thank you for coming, I
couldn’t be more excited {an2}to have you guys here. {an2}- Running a franchise is a very different {an2}animal from operating one
or even three studios. {an2}So we want them to see first
hand what it looks like {an2}to do fitness on a big scale. {an2}- A big part of being a
franchisor is education. {an2}I honestly underestimated
how much teaching {an2}you do in a franchise system. {an2}They do a lot of role playing in here, {an2}practicing even how to answer the phone. {an2}Every single bit, every step. {an2}- [Nicole] It’s really
cool to be able to know {an2}where the vision is and
where you want to go {an2}with the company, and then
to be able to actually {an2}see it in place. {an2}Now we know what it looks like {an2}and what things need to be
structured in order to do that. {an2}- Up here, we have our
marketing department. {an2}Most franchisors collect an ad fund, {an2}and it’s what fuels our
campaigns, our websites, {an2}and so the franchisees
really do hold us accountable {an2}to, “I gave you X amount of dollars, {an2}”what did I get back for it?” {an2}So being able to measure and say, {an2}”Hey, for every dollar you gave me, {an2}”I was able to give you $16 in revenue,” {an2}is a really important
piece of franchising. {an2}Did you guys get a chance to {an2}talk about your business rhythm? {an2}- [Casey] Yes, were going to set one day {an2}with the managers where we sit down {an2}and have a strategy day.
– [Stacy] Okay, yep. {an2}- [Casey] And then we’ll
have a once a week call, {an2}and then a once a month. {an2}- [Stacy] Awesome.
– So we’ve followed, {an2}well, that.
– [Stacy] No, that’s great. {an2}It’s not a secret, right? {an2}So it’s really great that you
guys have achievable goals, {an2}and honestly, if you
think you can do better, {an2}stretch yourself. {an2}It should feel realistic but daunting. {an2}The idea of franchising and scaling, {an2}it’s a different animal, and so I hope {an2}they can look at it objectively now {an2}and go, “Gosh, where do I
really want to spend my life?” {an2}There isn’t a right or wrong answer, {an2}at least they’re going into
it with their eyes wide open, {an2}and making informed choices. {an2}- [Amanda] The next step
on Nicole and Casey’s {an2}Minneapolis tour is the
Deluxe Creative Lab. {an2}Compared to the average small business, {an2}they’ve done a great
job branding themselves. {an2}But the brand and the website will need {an2}a little more differentiation, {an2}and some scale to get them
ready for serious growth. {an2}In general, you guys are
doing such a good job {an2}already with marketing,
so everything we really {an2}want to focus on is about
making your time more efficient, {an2}especially as you look
at that aspirational gool {an2}of potentially being able to franchise, {an2}we have to take the work
out of the marketing piece. {an2}- Great job on your existing
site, but we want to {an2}take the good things
from that site and then {an2}build it into the new one. {an2}And having firsthand experience
taking some of your classes, {an2}I think the site needs
to be more reflective {an2}of the feeling that you get
when you’re in a nooma class. {an2}- [Daniel] I think that there’s
a lot that we can play with {an2}and show a lot more energy still, {an2}but then also utilize some of the {an2}imagery that we currently have. {an2}- We have two options. {an2}So it’s the same mood board,
but it’s two takes of it. {an2}So when you see the two side by side, {an2}which one do you think feels like nooma. {an2}- That one, for sure. {an2}- This one? {an2}I totally agree! {an2}Yes! {an2}- [Julie] Good job, Dan!
– Thanks. {an2}- [Amanda] We love that one too. {an2}- [Julie] I don’t feel
like I’ve seen a site {an2}that looks anything like that. {an2}It’s so unique to you. {an2}- I feel like we are both
high energy and calming. {an2}- And that’s very hard to
articulate in one sentence. {an2}- It’s been keeping Dan
up at night (laughing) {an2}trying to figure this out. {an2}- I think that’s very
well articulated, though, {an2}that it is both things, and
that’s your differentiator. {an2}The more different your brand is, {an2}the more unique it is, the
more franchisable it’ll be, {an2}so from a franchise model perspective, {an2}we wanted to walk you
through Deluxe Brand Central. {an2}It looks similar to an e-commerce site, {an2}but this is an ordering
system that all your managers {an2}would have access to. {an2}- Yes, they just order what they want, {an2}they click their address, and boom, {an2}it’s shipped out to them. {an2}- From a franchise model perspective, {an2}it’s just a huge not only time saver, {an2}but brand consistency resource. {an2}We just want to make sure that {an2}we’re always thinking about your time {an2}as as valuable a resource as your money. {an2}So can you walk us through what a {an2}typical payroll process is like right now. {an2}It’s a lot of time, Leah spends {an2}hours every other Monday doing it. {an2}That’s why we’re excited about
the Deluxe Payroll System, {an2}because we want to not only take time {an2}out of Leah and your schedules around it, {an2}but we want to just make it {an2}as seamless and safe as possible, {an2}so you can focus more
on running the business. {an2}- [Ty] I’m excited to see
where Casey and Nicole {an2}take this business from here, {an2}because after meeting with Stacy, {an2}I think they’ve realized that {an2}nooma could become a household name. {an2}And when you start thinking that big, {an2}the sky’s the limit. {an2}You know, I couldn’t help but notice {an2}that you guys have yoga
mats hung on your wall. {an2}- Yes, in the hot classes, {an2}we always ask for our new
clients to sign our mat, {an2}so since we have a new
mat for our new space, {an2}will you be the first
one to sign our new mat? {an2}- I would love to sign your new yoga mat. {an2}- Let’s do it! {an2}- So hot! {an2}- With renovations
complete, brand revamped, {an2}and operational systems in place, {an2}Stacy and I are headed back
to nooma one last time, {an2}to see where Casey and Nicole are now, {an2}talk about where they’ll be in the future, {an2}and deliver a few final surprises
to set them on their way. {an2}- [Stacy] Hi guys! {an2}Do we get to see the new space? {an2}- Yes, you ready? {an2}- Super exciting. {an2}Oh my goodness!
– There it is! {an2}- Yay, oh my goodness, this is humongous! {an2}- Huge.
– [Stacy] This is giant! {an2}Oh my gosh, how many people
can you fit in here now? {an2}- [Casey] 55.
– [Stacy] 55? {an2}- [Amanda] This will have
direct impact on revenue, right? {an2}Your classes were already sold out, {an2}now you can double the
revenue from each class {an2}that was already existing. {an2}- Does the space hold the
heat like you had before? {an2}- Oh, yeah, a little warmer.
– A little bit hotter. {an2}(laughing) {an2}- We’ve got to keep people in, right? {an2}So do you guys want to
see your new website {an2}and some of the marketing solutions? {an2}- [Nicole] Yes!
– [Casey] Yes! {an2}- So how is Rogers doing for you guys? {an2}- Between May and April, we gained 3,000. {an2}- Nice. {an2}- So we’re getting momentum. {an2}- At that rate, when do you think {an2}you’ll hit a break even point? {an2}- [Casey] If we keep with
that momentum, August. {an2}- Ahead of schedule.
– Ahead of schedule. {an2}- Just, you guys are killing it. {an2}Always ahead of schedule. {an2}Nicole and Casey are just incredible {an2}in terms of taking an idea
and putting it into action. {an2}That has been the theme of the last {an2}five months we’ve been working together. {an2}I could not be more
impressed by those two women, {an2}they are so incredible. {an2}- Now you must avert your eyes {an2}while I switch to your new website. {an2}Okay, you may look. {an2}- Aww!
– Aww, look! {an2}- Other fitness studios can say {an2}that they have a great experience, {an2}they can use copy to
say it, we can show it, {an2}and when you see Leah’s expression. {an2}- [Casey] I love that.
– Look at that. {an2}You understand what it’s like
to experience this, right? {an2}She looks empowered, she looks like {an2}feels like she can do it,
she’s enjoying herself. {an2}- [Stacy] I think what’s
so great is the energy {an2}of your instructors and just who you are. {an2}You feel it now instead
of wondering what it is. {an2}- That is really cool to see something {an2}that you dreamed about, with the mission. {an2}You can’t always look in the moment {an2}when you’re leading a class, but then {an2}you get to see it on their face, so yeah. {an2}- So, safe to say you like it? {an2}- [Casey] I mean it’s okay. (laughs) {an2}- Now we’re into the classes, {an2}so right away we’ve organized
them by three categories, {an2}and then we go on to short
descriptions of each of them. {an2}It’s just about organizing them in a way {an2}that makes it less intimidating
to someone who might be new. {an2}- This website’s obviously
going to help you {an2}on the lead gen side for sure. {an2}- A website is a chance to tell people {an2}exactly what you want them
to know about your business, {an2}and it can be even more effective {an2}when paired with a social media strategy {an2}that allows you to reach exactly {an2}the customers you’re looking for. {an2}Social media advertising can be so, {an2}geolocation based that
we can target Rogers, {an2}we can target areas where perhaps your {an2}studious need a little more attendance. {an2}And the most effective way
to market your business {an2}is to have your customers do it for you. {an2}That’s true for social
media, but sometimes {an2}the good old-fashioned way
is pretty effective too. {an2}I know you guys have stickers, but members {an2}find it much less
intimidating to commit to {an2}putting it on their
car when it’s a magnet. {an2}- [Stacy] Your brand is so aspirational, {an2}I think about where you’re going to be {an2}at the end of this year. {an2}You’re going to have
three profitable studios, {an2}you’re going to have really cool marketing {an2}opportunities that are
going to bring you in {an2}a lot of leads, and you’re going to have {an2}operational rhythms in
place and documented, {an2}so the next one you open, you move from {an2}creation to just repeatability. {an2}- I just feel like this could
be a franchisable business, {an2}I mean this feels different
than just a studio {an2}in one small town. {an2}This feels like a fitness
enterprise, I think {an2}- I might be your first franchisee. {an2}(laughing) {an2}- That’s great, you
just click right there. {an2}(laughing) {an2}- We do have nine people
that are interested right now {an2}in franchising, so we need
certain systems in play, {an2}we need to make sure that they
work and they’re successful, {an2}but our goal is set for 2022. {an2}- [Nicole] Working with Deluxe, {an2}being able to work with Stacy, {an2}being able to go to Minneapolis
and see the headquarters, {an2}the whole process has
been so enlightening, {an2}and so awakening and beautiful. {an2}- It was a confirmation, all
of it, just to keep going. {an2}- We feel very blessed to know you, {an2}and inspired to work with you, {an2}and we wanted to share with you something {an2}that gives you a sense for the impact {an2}that you’ve made on other
people’s lives as well {an2}through what you’ve done. {an2}- Hey Casey and Nicole, I
just really want to tell you {an2}how proud I am of both of you. {an2}The vision that you both have for nooma {an2}is completely selfless, and
you touch so many lives. {an2}- It’s just really easy to see {an2}the compassion that you have for women. {an2}- You embrace other
people without judgment, {an2}and just truly embrace what nooma means. {an2}- Honestly I’m so thankful for nooma– {an2}- People walk out of nooma stronger {an2}than when they walked in,
in so different many ways, {an2}so when we think about
growing the business, {an2}we’re not just talking about
Casey and Nicole’s success, {an2}or about the dozens or even hundreds {an2}they could one day import, {an2}we’re talking about taking that
strength and amplifying it, {an2}so it carries further, and that’s {an2}a pretty cool thing to be a part of. {an2}- I think Little Rock, Searcy and Rogers {an2}are better and stronger
because of nooma, so {an2}love you both. {an2}- Want to make your
website work even harder {an2}just like nooma did? {an2}Our digital team at Deluxe
is ready to help you {an2}reimagine your online
presence to reach your goals. {an2}Visit deluxe.com/revolution
to connect with our experts. {an2}- [Narrator] Zion Climbing
Center is a non profit {an2}that fosters an accepting
community for people {an2}from all walks of life. {an2}- [Woman] My son never
really fit into a group, {an2}this gave him a place to belong. {an2}- [Narrator] But overextended owners {an2}and a deteriorating building {an2}are threatening Zion’s sustainability. {an2}- [Ty] I mean they have a great idea, {an2}but like that space, it’s impossible. {an2}- [Narrator] Can Deluxe and {an2}The Small Business Revolution team {an2}help Shaun make the climb? {an2}- This not fund-raising
piece that has to stop. {an2}- [Narrator] On the next episode of {an2}Small Business Revolution Main Street.

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