Brigham Dallas is the founder of Hello Sugar, a Brazilian Wax & Sugar concept where he owns 14 locations in Phoenix and leads one of the fastest growing franchises in the business with 67 opened units in just 1.5 years. His leadership in the franchise industry is contrarian and unorthodox. Some say he’s crazy, others say he’s a trailblazer… In this podcast we will explore some of his most radical ideas and get to the bottom of it once and for all.

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Guest Resource

Hello Sugar – Feel confidently smooth. Visit and learn more about how to franchise a Hello Sugar.

3 Value Bombs

1) To achieve success and prevent overwhelm, remove yourself from the business’s daily operations and implement systems that allow you to delegate tasks and focus on the broader goals.

2) Marketing efforts should be tracked to revenue generation.

3) When building a business, it is crucial to select strategic partners carefully.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: A Top Emerging Franchise, Hello Sugar, with Brigham Dallas

[1:34] – Brigham shares something he believes about becoming successful that most people disagree with.

To achieve success and prevent overwhelm, remove yourself from the business’s daily operations and implement systems that allow you to delegate tasks and focus on the broader goals.

[3:26] – What is Hello Sugar?

Hello Sugar operates a waxing and sugaring center specializing in Brazilian waxing for both men and women, with most of our clientele being women.
They offer sugaring as an organic alternative for hair removal, catering to individuals who prefer different methods based on their body types and preferences.

[4:18] – How are you growing so fast?

When Hello Sugar initially launched the business, its profit margin was around six to 8%, which prompted Brigham to seek ways to improve.
He decided to lower the barrier to entry by offering free bikini waxes, resulting in a significant upsell rate and introducing the freemium model.
To make franchising more accessible, they developed a new model with two salons in a smaller space within a Salon Suite. This enables a faster setup and a fully booked client schedule from day one, reducing the fear and risk associated with the traditional costly build-out.

[7:05] – Brigham highlights the potential to mitigate significant financial risks associated with most franchises.

The step model they have implemented allows for a more manageable investment, with each salon costing around $65,000, making it feasible for individuals to pursue without a significant loan.
Additionally, the hiring process becomes more streamlined and efficient as they attract a pool of high-quality applicants and only select the best candidates, creating a smoother path for growth.

[9:19] – A timeout to thank our sponsors!

HubSpot: HubSpot’s AI- powered tools are changing the way you create content and communicate with your customers! Find out more about how to use AI to grow your business at HubSpot.com/artificial-intelligence!
NetSuite: Take advantage of their special financing offer today! Defer payments of a full NetSuite implementation for six months – no interest, no payments. Visit NetSuite.com/fire to get the visibility and control you need to weather any storm!

[11:21] – How can you effectively combine waxing and sugaring in a hybrid model, and what motivated you to choose this route?

Brigham initially believed combining waxing and sugaring in a hybrid model was a genius and a well-thought-out decision. However, it was a fortunate accident that led him to this approach.
The name “Hello Sugar” was meant to create a sense of comfort and familiarity, and people started associating it with sugaring hair removal. They received numerous inquiries about sugaring, even though they did not offer it initially.
Their main selling point became the promise of a less painful experience by using the proper technique for each individual’s skin.

[13:38] – Why do you believe receptionists are unnecessary, despite the common belief that a luxurious and attentive receptionist experience is essential for customer satisfaction?

They initially started with small suites, and later upgraded to more prominent flagship locations with multiple rooms. However, they faced challenges with reception, particularly during the COVID pandemic.
Instead of having receptionists, they implemented a new system where clients could check in through an iPad and book appointments using a QR code.
This eliminated a significant cost center, increased membership sales, and improved profits by allowing the estheticians to personally connect with clients during check-out, creating a more positive experience.

[17:29] – Brigham discusses how Hello Sugar challenges the common belief that franchisor marketing funds are ineffective and franchisees struggle with marketing.

In the traditional franchise model, many franchises handle marketing for their franchisees. However, Hello Sugar challenges this approach, recognizing that franchisees often need help with marketing due to the diverse skills required.
As a result, Hello Sugar takes charge of marketing for their franchisees, utilizing various social media platforms to promote their services and carefully monitoring the entire customer journey, from lead generation to actual sales.

[20:33] – Brigham’s key takeaway.

When building a business, it is crucial to select strategic partners carefully.
Approximately 50% of the success lies in the business, while 40% relies on the team you work with, and external market factors influence 10%.
Additionally, finding ways to reduce risk, such as streamlining operations, handling marketing efficiently, and implementing systems that allow franchisees to focus on the overall business can increase the chances of success.

[21:41] – Brigham’s call to action.

Hello Sugar – Feel confidently smooth. Visit and learn more about how to franchise a Hello Sugar.

[23:55] – Thank you to our Sponsors!

HubSpot: HubSpot’s AI- powered tools are changing the way you create content and communicate with your customers! Find out more about how to use AI to grow your business at HubSpot.com/artificial-intelligence!
NetSuite: Take advantage of their special financing offer today! Defer payments of a full NetSuite implementation for six months – no interest, no payments. Visit NetSuite.com/fire to get the visibility and control you need to weather any storm!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!

A Top Emerging Franchise, Hello Sugar, with Brigham Dallas

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