£11k/Month Side Hustle: NHS Nurse Building an Aesthetics Business
en
January 27, 2025
TLDR: On Business Broadcast Podcast, James and JB discuss an NHS nurse who built a £11k/month side business in aesthetics; they share her journey and challenges ahead.

In this engaging episode of the Business Broadcast podcast, James and JB delve into the inspiring journey of Georgie Brooker, an NHS nurse who successfully established a side business in the aesthetics industry. With an impressive revenue of £11,000 per month, Georgie's story is one of passion, dedication, and strategic growth. Here's a breakdown of the key insights and discussions from the episode.
Introduction to Georgie Brooker
- Background: Georgie has been a nurse for 13 years and decided to venture into aesthetics due to personal experiences that highlighted the quality of care she wanted to provide.
- Current Business: Georgie operates Sorela Aesthetics, focusing on skin health and wellness treatments, as well as injectables like Botox and fillers.
Key Challenges Faced
Going All In
- Emotional Barrier: Georgie speaks about the struggle of determining the right time to transition from her NHS job to focusing solely on her aesthetics business. While she acknowledges the business is thriving, she finds comfort in maintaining her NHS role.
- Navigating Growth: She mentions that while her clinic is doing well, balancing her time between NHS duties and growing her business presents unique challenges.
Market Regulation
- Lack of Regulation: The aesthetics industry in the UK faces minimal regulation, which has led to price undercutting in the market. Georgie emphasizes the importance of maintaining integrity and quality in her services.
Vision for the Future
- Expansion Goals: Georgie aims to transform Sorela Aesthetics into a landmark clinic known for its approachable and safe environment. She envisions opening a small chain of clinics with a training academy attached.
- Work-Life Balance: She desires to evolve her role from being operationally involved to a more managerial position, allowing her to invest in the business’s growth without being tied to daily operations.
Marketing and Client Acquisition
Current Marketing Strategies
- Client Base: Georgie has built a loyal clientele and has seen significant growth in her business over the past year.
- Challenges with Ads: She has experimented with Facebook ads but often receives leads that are overly price-sensitive, requiring adjustments in her marketing approach.
Practical Advice for Growth
- Learn Digital Marketing: James encourages Georgie to invest time in learning how to effectively manage her ads, stating that mastering digital marketing is crucial for sustained growth.
- Ad Spend Recommendations: He suggests reallocating her current marketing budget to increase spending on ads directly to attract more appropriate clients.
Enhancing Brand Presence
- Professional Image: Georgie reflects on the necessity of revitalizing her online presence with authentic photos from her clinic rather than stock images, thereby enhancing trust and relatability.
- Solidifying Reputation: The importance of reflecting the professionalism of her services through a well-managed online presence cannot be overstated.
Final Insights and Takeaways
- Determining the Right Clients: Both hosts emphasize the significance of attracting clients who value quality over discounts, which is crucial for maintaining the branding of high-end services.
- Personal Development and Mindset: As Georgie works through her journey, she realizes that overcoming emotional barriers and committing to her professional aspirations will be key in her transition.
Conclusion
Georgie Brooker’s journey is a testament to the power of passion and perseverance in the entrepreneurial world. With a clear vision for the future and strategies for overcoming present challenges, she exemplifies how to grow a successful side business while maintaining a foundation in her primary profession. The insights shared in this episode make it evident that with the right mindset and marketing strategy, significant milestones in business growth are achievable.
For aspiring entrepreneurs, especially in the field of health and wellness, this episode provides valuable lessons on the importance of brand integrity, understanding market dynamics, and personal growth.
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Hello campers, welcome back to the business broadcast. Today, we are speaking to Georgie Brooker, and she's got an aesthetics company doing around £11,000 a month. In her own words, she says she's got a profitable job. She wants that to change, and that's why she's on the pod today. We've got some great ideas, we always do. So strap yourselves in as we try and grow this business. Let's do it.
Hello, I'm James C. Clare, and this is the Business Broadcast. This is the podcast designed to help grow your business. We're brought to you by the Entrepreneurs University. Now, if you're serious about growing your business, and want to hear from the challenges of other business owners and entrepreneurs that have been there, done it, and got the metaphorical t-shirt, then you're in the right place. Every episode, I'll coach business owners, learning from their challenges so that you can grow your business when you're listening into that conversation. Let's go.
Hello campers, what? Hello campers, welcome back to the business program. Sorry about that, don't we? We were talking off there, off there. We were having a statistics meeting in that jingle.
It turns out the meeting was longer than the jingle was. OK, well, shall we tell? I think we've had a record listen of viewing statistics. Wow. If we was in radio, we'd call this the rage army. This is the fantastic rage army. Yeah, the listener. Give us a listener update. Oh, we'll get Chad to do that. Oh, OK. Apples already worked out. Chads. Give us a little.
On YouTube, we've had 49,000 views, just under, and on audio, we've had 44,000 listens. So, roughly 100,000 people a month are viewing listening to this here podcast. That's very good, isn't it? The YouTube views have not harmed the listening views and actually the listening views are up. Yes. So, if anyone's worried about that, I think you've got to be
We're also talking between recording episodes. And I think there is a place for the video to now go on to Spotify as well. And because Spotify is very proactively trying to push actual organic discoverability.
I think that the numbers will grow even more. I think this show would do very well on Spotify. I agree. I tell you everything as well. Go ahead, tell me. I still think content marketing is so untapped. Yes, I do. What percentage of businesses? I mean, we don't know the exact answer. What percentage of businesses?
How many do you know that are doing content marketing? They're on their game. They're doing really well. Very few. Very, very few. Less than 10%, I would say, do good content marketing. Lots, lots doing ads, lots doing marketing, but in terms of actual taking customers and clients on a journey, giving them information, education or entertainment. Very few. So I reckon we've got 29 different brands of serious size in our organization.
Is that what you've got now? Yeah, I've seriously signed something I think that would be.
that would be fair to say. And out of all of those 29, one of them does content marketing correctly. And it's this one, the James Jones Prize, our business space. And that's wrong, isn't it? I should be doing this for Marsh Farm. Well, you shouldn't be doing it. Well, as a business team, you should be doing it. So why have you on the screen should have a content marketing question? Because your stuff is so visual and so
You know, viral, but like people want to watch. Well, no, if I was doing it on Marsh Farm, I would need to do a children's TV show on YouTube. And the kids then love it so much. And they want to go there. We spoke about it. Well, I just haven't done it. But for the ice cream, we should be doing content around ice cream and making the best ice cream, the wackiest flavors.
Yeah, you know, like that sort of stuff, how we make it, the quality of the new ingredients, new flavors. So it's like the bake-off, but ice cream on YouTube.
It's just so time consuming, isn't it? And that's the thing is finding the storytellers. Yes. Because there is a lot of people I think that, I mean, we could take some basic stuff on an iPhone. You could edit it on an iPhone. You don't have to do it to the level that Chuds and I do it across our platforms. But what it really comes down to is the ideas and the storytelling. That's the reason.
If you found a good storyteller, who's like, I can come in and tell the story of like a marsh farm, or I can tell the story of Rossi, would you do it then? Yeah, I answered. I messaged Aaron the other day. I said, we should see if we can buy an old IP. Like, I know I'm making this up here. This is what I did say to him. Imagine if we could buy a city or postman pack.
Yeah. And then because you would always have a foundation of people would still want to, they would want to postpone that. And then we could put all of our YouTube knowledge, all of our content making knowledge and become a content creation machine. But then you would.
You would feel, well, come on. We've already got, I mean, this isn't happening, by the way, and Postman Pat is owned by Viacom. I went and checked it out. Viacom, I mean, Viacom are bigger than Disney, just to give it. So that's not going to happen just before anyone said, this is just a scenario that I was playing out. If you had a evergreen sleepy brand, I think there are brands out there like that.
Well, city, the latest host of city bought the IP, didn't he? The guy Richard bought it for a couple of million quid, didn't he? And they still got a city land down in southwest somewhere. There's a city land. Creeley, that's right. Yeah. And it's pretty, my kids had no, but the power of the brand. So we went down to Creeley. Well, that city is a classic example. Yes. I think if you, Chad, do you know what city is?
I recognize a name. He's a little yellow puppet. Oh yeah, okay. Magician, magic yellow puppet. But he's got evergreen brand recognition. Yes. Probably a hundred year old brand. Yeah. But they're not on YouTube, proactively.
If I bought that, bought city, you would go, let's put a million quid into making YouTube content around that. I think you'd get more power than being on the TV. Yeah, absolutely. Oh, I do know that there's lots of TV companies that subsidize the making of the content to sell the toys and all the blah, blah, blah. Yeah. It does work. Yeah.
Like Paddington's had a rebirth, isn't it, in the last 10 years? It was like quiet for 20 years. It's massive again, hasn't it? It's massive. I mean, I think the Queen doing that little skit with it, massive help to do that, didn't do it a disservice, did it? Oh, yeah, you should have one for Marsh. It must be like an old farm. But you won. But I want to fire, if there was something that wandered into my inbox that was
like Rupert the Bear. You know, that's another classic. What is it? Everyone would... It sort of got something, so you're ahead. It's a weird one, isn't it? Because it needs to have that heritage. So like the mum and dad would be like, oh my God, I love this. And then you win. Like when my kids got into, we went to Creeley. They saw the city show. They all of a sudden were in a city bear. They went and had their photo taken with the city. They absolutely loved it. And then when we got home from the holiday, every night before bed, they have to watch something that's not bloody Minecraft or this other name nonsense on YouTube.
And every night they wanted to watch Shutti, and they loved it. And just because we grew up with it as well, there's something nice about that. Yeah. So it needs to have that longevity, doesn't it? Yeah. Like a grot bags. It needs to be a grot bag, so it's super-ted. Yeah, super-ted was a good one. Super-ted was good. Who owned super-ted? Yeah, I don't know.
If you're listening or watching in, if you own Super Ted, if you'd like to flog it for a good price, it does three times multiples on profit and he likes to do some creative, get in touch. James and Claire don't know. You're googling it now. Tell us about today's guess. I want to find out who owns Super Ted. How are we going to go from beautiful aesthetics to Super Ted? We can't circle back. Oh, here he goes.
Petalcraft demonstrations limited owns the right to super-ted. Petalcraft? Oh, Petalcraft, you know, Petalcraft. No, I don't know, Petalcraft. But something like that, you know, I think where it would, like, instantly have some recognition. Cabbage patch case, that would be good for Marsh Farm.
Yeah, that could be a good one. I reckon that's still kicking about though, isn't it? Maybe. I don't know. Anyway, we should we should just do like a random musings episode. The James Sinclair playbook is you can find some good old fashioned stuff that everyone knows that's been established that, you know, you think, oh, yeah, I could put some energy enthusiasm and effort back into that and get it going again. Very good. I like that strategy.
right from little teddy bears to lovely aesthetics. There's no way to segue that. So we'll just go with it. So Georgie is on the show today. She's from Sarela. I think it's Sarela aesthetics. She's been training between three and nine years. She's doing an estimated monthly revenue of 11,000 square dorunis. She has got herself and one other team member.
who is another nurse injector. That sounds sinister. I don't feel fancy going to that. Her biggest challenge or knowing when to go all in. Her second biggest challenge, a lack of regulation driver down prices.
regulation driving now price, lack of regulation driving now prices. I'm not sure if that's been a mispronounced or misreading that. She hasn't even got a third challenge. She's not even put one in. She's only got two challenges. What does she want to be in one year's time? She wants to be a landmark clinic in the area and continue their reputation as approachable and safe. She'd like to have taken on an additional member of the team as well.
We also always ask, I guess, when the business, what does the business look like when it's finished? She said, I want a small chain of landmark clinics with a fantastic reputation with the training academy attached. We've had a few of these, haven't we recently that want to do training of the thing as well? I would like to work on the business as not always in the business. And in the pre chat chat, she said to me, I've basically got a profitable job and I know that. So I need to move out of that and move towards long term wealth and sort of the legacy of the business.
Do you make the property you want to make? If so, what is it? She said, no, we're not a million miles away. I'd like to make enough profit to have a team and take on a management role, which will allow me to grow other elements of the business. What do you spend your time day today doing in the business? Is something we always ask her. I guess she said, which she works in the clinic. She's responding to clients, diary management and networking. So she's very much a doer of the stuff. And then she's got some questions that she would like to
Ask to you as well, but before we get to all that lovely stuff, it's time for a bit of this.
Interesting quote-off fact of the week. I have got a great quote for you today. I'm going all quotes at the moment. I'm just quoted up. I've got some great ones as well from my audience on James Sinclair, entrepreneur, which is my... Here he goes. Here he goes. If you want to follow me on Instagram, you can follow me at James Sinclair. And I asked my audience. He loves barking up this trade, isn't he?
I'd like to ask more things if they've got any interesting facts or quotes, and I'll shout them out here. Because you're lazy. If you'd like to follow me on Instagram at James Sinclair on Twitter, I'd love to have you there. If you'd like to follow James Burke, where do you need to go? I don't get what the issue of this is. James Burke official.
You can also follow James, but unofficial on YouTube now, which just made my day. The father, the icon is like my little face. No, he called himself James, but official before he even had the glory of me to help him. No, it's true. It's true. He had 10 followers, and he called himself James, but official building, they will come. You have to first, you have to believe it in your mind before you will sit in your hand. OK, so what are you going for, my friend?
I am going for, oh, this is good, right? I've got a great quote. A problem ignored is a problem extended. Yeah, that's very good. A problem ignored is a problem. I've got a couple here. Gibo underscore Steve says the comeback should always be greater than the setback. Oh, yes. Go on, Gibo, Steve. Ryan underscore Alexander underscore said courage isn't having the strength to go on. It's going on when you don't have the strength.
We don't want to gain coverage. Isn't having the strength to go on. It's going on when you don't have the strength. Oh, I like that. Alex underscore Alex, underscore, score, score, score. Yeah. Darius Shahari says comparison is the thief of joy. I think we've had that one before. We have. It's very true, though.
an EOS underscore geomatic says everyone is losing the art of thinking deeply. They are giving the world an advantage. Let me say that one more time. Everyone is losing the art of thinking deeply.
Everyone is losing the art of thinking deeply. They are giving the world an advantage. Do you think that writing your newsletter has made you a deeper thinker? I think the newsletter is great therapy. I'm loving the feedback I get from it and it's improving my joke thinking skills.
I don't think it's improving your drink. It's because it's all, no, I love the jokes. I know you love the jokes. I told you a couple of my jokes and they were good to be fair. They were good. Haven't you had to go and de-camp to a different location now? Because people just keep coming up to you now. The Rossi parlour is becoming more of a challenge.
to write because people that watch this or watch the main YouTube channel do frequent, frequent, frequent there at weekends. So I saw a couple from London, a couple from up north, Lincolnshire.
So they were going down to... Well, they're going down south to Kent to see family, then detour to Essex. Oh, really? Just to check out Rossie. Oh, that's cool. Can't believe it. But it is like a... It is like a... Yes, what's happening? A destination tub of... No, you couldn't go there and go, because it's such a nice, old parlor in this. What's happening, JB? It's people are going to Essex for some reason. But then it's a big place, Essex.
It is. You know, we're nearly a 2 million population county, one of the most populous counties in the country. And it's big, you know, to get from the bottom to the top is probably an hour and 10 minutes. Yes, massive. And people are going out of their way to go to Rossi. So thank you very much. And I am in there most weekends. And please come over and say hello. And people were taking selfies. Are you?
I did feel like Robbie Williams. I'm not surprised. He's come back and he's Robbie. He's everywhere. He's Robbie Williams. He's got that monkey film. Did you watch him on Graham Norton doing his rock DJ reboot? Oh, it's good. It was good. Catch it on YouTube. The man has still got it. He has still got it, hasn't he?
That's an aside. So you like Robby Williams and you like a quote. And people have people who now come out to your roster. It's really, it is, it is strange. And when people see a cafe deli van driving around, I get a nice little DM about that. Oh, do you? Yeah, that's cool. Do you ever have it when you're like with your family and people come up and sell it? And just, just like, I've got, I've got, I've got, I've got, I've got, I've got, I've got, I've got, I've got a celebrity.
Harvey likes it, does he? Yeah, yeah, yeah. Harvey likes it. Cause I've been with Harvey, well, and that's it. People just randomly come up and shake your hand and say thank you and do all that sort of stuff. Yeah. I don't know what my little boy thinks you are. Cause obviously, you know, you're only the dinosaur parts. We came to the dinosaur park opening. I think he thinks like you're the richest man on earth. Well, I'm not. I'm not rich at all. I know. And he, and I tried to tell him this, but he's like, if anything comes up, or like it's expensive, he's like, James, he's like,
I'm just like, all right, he's Jimbo's attorney. I do not know what you'll ever meet. I work my money very hard. I've got something that this is hilarious. So, Judge, you'll like this story as well. Come on, Mike, for this. So, yesterday I had a meeting at Chessington World Adventures to...
Oh, it's funny this. It sounds like you're about to line up a punchline. Yeah. No, there's no punchline. No, it's not a punchline, but it is a funny little story because this is the problem with me. So I've going to meet quite a lot of people in the leisure and hospitality space at Chessington World Adventures. I'm part of an organization where people in that space all meet up. Most organizations have that, you know, cool geek for plumbers. We have this thing called BAPA, which is the British Association of leisure parts, peers and attractions.
It's cool what Balpa Balpa British Association of leisure parks peers and attractions lovely and so I was going to the AGM I was on the way there and I'd lined up a few meetings I speak to Leah she's one of my FDs there's two David and Nick on the way and we was I was on the phone she went where you off to I said I'm off to chess in some world of ventures and she went why are you going there
And I could hear the fear, the fear in her voice. So no, I've got a meeting there. Trump, with chessing to modern ventures. I mean, you know, I've got meeting with chessing to modern ventures, at chessing to modern ventures.
She went, please tell me. That's what she said. She's been getting serious. She went, please tell me, we're not buying that. And she was jingling. Yeah, but people wouldn't put it past you. I wouldn't put you. You wouldn't put it past you. She was, I could hear that she's thinking, what's he doing?
Have you become a threat? So what I joke now is I just put into conversation with we're doing acquisitions or selling something. I said, yeah, so that meeting me saying, she just went, well, we are going to go ahead with that deal.
I just try and think of that. It's not the biggest thing you can think of. It's because you wouldn't put it in funny things though. I can hear it in a voice. I think she's worried it could happen. And then the workload goes to her.
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It's available for new Revolut business customers only, teas and seeds to apply. Find further information in the link in the video description. And we'll say a big thank you to Revolut business for sponsoring this episode. Now let's get back to it. Georgie, are you there? I am. Hey Georgie, how are you?
Hi, I'm very well. How are you guys? We are very well. Thank you. I'll speak for the collective two of us here. Hello, Georgie. Hey, how are you? Yeah, very good. Whereabouts in country are you? We're in Kent. Kent? Whereabouts in Kent? Um, Ashford? I know Ashford, yeah. I live in Kent. Your bar gets there. You do? Well, bargains in Ashford. Well, yeah. Is that still open that thing? What's that for it? Is it still open? No, I did that.
Oh, the outlet. Yeah. Yes. Yeah. Apart from Sorela. Oh, yeah. All right. They get a little drop in the marketing there of the Brad. So tell us what do you do?
So essentially I'm a nurse practitioner and I've been in the NHS for about 13 years. And a few years ago decided to train in aesthetics on the back of like a not very good experience myself. And since then really of just like
like growing and growing really and the last year was when I really like kept the business really seriously and we've just seen like really great exponential growth in the last year. So we are aesthetics and wellness clinic and we specialize in so all like all the staff are witnesses and we do aesthetics so we do like your botox and your fillers but we're more about skin health and wellness and education really.
So are you doing that as well as still being a nurse in the NHS or have you gone full-time in? Are you? Wow, OK. So only just recently I reduced my NHS hours. But yeah, I still work full-time as an S practitioner in the NHS, so yeah, so busy. Wow, wow, we were. So you're doing 11 grand a month as a side hustle effectively at the moment.
Yeah, yeah, we are. I know I said on the form that we've been open three to nine years, but obviously with the pandemic, and also we moved to Kent only three years ago, the business in its current form has been a year really.
Right, okay. So what are the biggest, obviously I've got the challenges here in terms of like going all in, lack of regulation driving down prices. What's the sort of the big thing that you need help with to go to the next level or what does going all in look like for you?
So it's essentially like the the clinics doing well. I think we've got like we've learned a lot about marketing along the way and we have a really good loyal client base and our names getting known a little bit around the local area. So we're doing well from that point of view, but I know that in order to like achieve the next, the next, which is like safely leaving my NHS job maybe.
and kind of just allowing it not just to be a job and it to be like commercially profitable and like building my future basically because that's one of the reasons I wanted to go into business and it's just knowing where to go like how to grow it successfully in that way. Can I just say though?
I mean, just say it didn't go well, which I mean, this is massive, this space. But you can just go back to the NHS anyway, can you? Yeah. Oh, yeah. When we're talking to my legs. Yeah. But I don't know. I don't know. I mean, my sister works the NHS. She's a, you know, she's a director at the NHS. I mean, they need people all the time. I don't really edit it. Yeah, that's never ever going to be the issue, is it?
Yeah sure it's really difficult as well because I think NHS you know I love my nursing role so it's like it's a really a difficult one to like leave personally as well, but I know that's not related to the business side of things.
But you don't need loads of money to get your business going, do you? No, not at all. We've got a really good client base at the moment. So we're doing well in terms of that. It's just the next level, really. I know I wrote in the form about having a chain of clinics, but I've been doing some reflection on that recently. I listened to that podcast that you did with Holly from
From Australia. Yeah, from Australia. And I found the point really interesting about keeping the quality once you open chains. And that's something we're really passionate about is like keeping the quality. It's very hard to do. Yeah, definitely. And it's low barrier to entry and you know, your people steal all your clients.
Yes, yeah. They literally can't. Because you know, your nurse can wear and say, why am I giving you half? I could just take this customer. But what's good about this is people top up, don't they? So once you've got them, they just keep coming back, don't they? Yeah. So since we've launched like the skin, skin care side of things, like we do injectables, but we do like more skincare. That's like a lot of our clients will come in monthly. We have like a membership.
And that's done really, really well. People are really keen on the self care sort of marketing. It's doing well from that point of view. Just tick on my taste buds here. What are the average order value for each customer? So average order value is sitting currently about 135 pounds. And once they become a customer, how often are they spending that every month?
So that kind of price is like, that would be kind of like in every two months, I would say. And the clients that come every month, they're spending about 85 pounds for their like monthly facials. It's just under 1000 quid or 1000 quid a month, 1000 quid a year, isn't it? Yeah. Yeah.
So you've got eight hundred and ten pounds to a thousand pounds a year of average order value. Yeah. I mean, if you really wanted to explode that, that's good. And it's profitable enough that you could spend 10 to 50 pounds on Google ads and Facebook ads to get customers. Yeah. Have you done any of that? We have done that. And we've tried a few different agencies like with like specialist kind of knowledge in the sector. And I don't know, the
Sometimes the leads are really good and sometimes the leads are like I call them bargain hunter clients who are then kind of not keen to like spend the more premium kind of prices like long term they kind of come for one treatment and then we don't see them again.
The messaging sometimes, like the copy, not all of these things, the copy, the pictures, the headline, the call to action, all of that is arguably more important than putting the ads up. Sure. Yeah. Who's doing that bit for you? At the moment, we were using an agency. We have used a couple of different agencies of varying degrees of success. What do you spend a month on that?
So we, the Facebook ads are like £10 a day. And then it's the, so about £300 a month. And then the agency fee is like in excess of £800 for them to actually run the ads and manage them.
I mean, I have a problem with all of that. If you're spending more on the, if you're spending three times about money on the agency to run it that you can spend on the ads, then I'm always going to get limited results, unfortunately. Yeah, definitely. I think it's something that I
Georgia, can I just say as well, you should learn how to do that. It's not complicated. Yeah. You know, the Facebook AI. You could run Facebook lead forms and be collecting, you collect an email addresses at the very least to go into a mailing list for like sub 50 pence a lead. Yeah, I reckon you could spend 20 hours on faith on YouTube learning how to do Facebook ads, get or get someone to just teach you for a couple of hours. And then you spend a hundred pounds a day on Facebook.
Yeah. Or 70 pounds a day. So the same amount of money, the 800 plus 300. But the reason I think it's important that you learn how to do it is because it's a really good skill set to have. Definitely. I mean, I think 10 pound a day is too little if you want to really make us if if 10 pound gets you a customer was 1000 pound a year, isn't it? Yeah. Oh, definitely, especially if they're the right sort of lead, like, um,
We have like a more premium kind of clinic. And when we get the right people through the door, our return rate is like quite good, like actually really good. So once people are with us, they tend to do, if they're the right client, they stay with us for a long time, like years. Yeah, yeah. Does it say all over your website that you're qualified nurses?
Yeah, definitely. And that's one of our big marketing things, because my second point about the regulation, you guys probably don't know, but there's absolutely no regulation for aesthetics in the UK. Well, JB knows because he has a lot of Botox, but yeah, I don't know.
I can't look surprised anymore, that's the only thing. But I do look very attractive, so that's fine. There we go, that's the main point. So you guys, if you wanted to, could do a day course tomorrow and be injecting by the weekend. Yeah, it's wrong, isn't it? It's so bad. So I do it tomorrow, ironically.
So it's like rising above that like kind of like the standards and the professional standards and like we choose to self-regulate by like like joining registers, but it's you know, none of it's like do you have a premises or do you go to people come to you?
Oh, we have so I've just taken on my first premises. We were renting just like a little office space before, but I've just just got premises in November last year. So I want to think that gives you a media hundred safety notes. That's what we're going to say. You need that on your website because I can see the photos of you and your sister, your
both nurses. That story is brilliant. And again, if you had the you guys actually in location now, now you've got the space that will make all the difference to your website because I could see it's a nicely put together website, but I could see it's all, you know, majority of its stock footage.
Whereas if you could actually show you guys on it, rather than just random pictures, and you've got some nice photographer in there as well, and some of the shots a lot of features, your sister is holding up like the needle and stuff. It looks good, but just showing the location will just separate you from, let's say, everyone who's doing it out of their back bedroom. We've got a photographer coming in next week, actually, into our new clinic now.
Yeah, I think we've spoken a lot here on the pod about bricks and clicks working so well together. The bricks can really give the clicks real gravitas. I think I always give the reference about next being massive online, John Lewis being massive online because of that real estate being real.
We've just, so we've kind of like gone to like the high end sort of look throughout the clinic and like really clinical so you know it looks like a like private hospital vibes but like a little bit more bougie and so that that I think is good for our branding like it helps.
Bougie is a word that's not unzylized by Bougie. Who says Bougie? Yeah, Stevie says that. Stevie the editor says she says Bougie. She's on a cup of tea. She'll be all right, Bougie. She gets in on everything. Yeah, I've got to get down with the lingo for the Instagram and TikTok.
So could you, I mean, if you once you've got your premises, could you not expand it to other things like doing blood tests for gut health and stuff like that? Yeah, we do all that already. So we do like health and wellbeing tests, but also it helps us with our treatments. So if we say someone comes in with acne, we can do like a screening panel to check hormones and all sorts of deficiencies. So we already have that in house. And we've just actually just
You're not going to like this, but not an employee, but someone that does osteopathy out of our building. I don't even know what is osteopathy. They do sports massage, acupuncture, like that sort of stuff. One of the things that I think would be really good as well, and I see this, I think this is going to be massive, is these where you can pay 30, 40, 50 pounds a GB.
Yes. I mean, I just think that is the way forward. And actually, every day, people are paying for that now. It's not even long for the elite. But do you know what's good about that? It really professionalises you because subconsciously,
for a doctor to want to be associated with your business, even though you're bringing them in and they come. And even if you just say to them, look, you can operate here for, well, I would do it for free. It's just, you know, you, you know, well, you take a cut on you do all the bookings for them and pay them. Yeah, it just really gives you like, Oh, this is a good thing.
Yes, definitely. It's something we've looked into that private GP, but in order to have a GP on the premises or like a doctor, you need to be CQC registered. So CQC is like the healthcare version of Sted. So that is, you don't have to have it, but it's obviously an expense. So that's something, when I've renovated the clinic, I've done it in a way that
if we want when we want to go CQC registered it's all up to standards and like already.
Can I tell you something that's really good about doing that though, because that turns your business into a regulated business. And if you want to start buying property that your business operates out of, as soon as you start saying that stuff, you know, a credit person at a banks game, wow, this is good. It's CQC registered. It goes into a healthcare thing rather than a beautician's thing. And then your better rates on all your loans and stuff like that. If you want to sell your business, they're all the strings to the bow that makes you more investable.
Okay, that's interesting. The regulation is always what makes a business more profitable over the long term. Yeah, so we've chosen to self-regulate now, which is you join like a government register, and then they go through some checks. So that's what we've done in the meantime, while we're getting ready for like the next step, which would be CCC.
And also, if you think that the market is going to go into that anyway, because there's loads of cowboys, and that's probably going to happen in the next five to 10 years anyway, which I'm sure it's got to, I mean, can't be injected without some reggae. It's only going to either huge. Honestly, some of the people we get in clinic, like when they've asked us to manage a complication from somewhere else is just like, I could write a book, honestly, it's scary, scary stuff.
Just for my interest, if you were a full-time nurse doing what you're doing in the NHS, what is the sort of salary for a nurse now?
So I'm quite senior and I've just, a couple of years ago, completed a Masters. So I'm a Band-Aid. So I take home just over 50 grand, like salary. But if you're looking at like your ward level nurses, I think it's about 25,000 pounds a year now for your kind of graduate Band 5 nurse.
So you could employ a band five nurse on 25k doing what you do and they would have probably a much easier life, wouldn't they? Yeah, for sure. Yeah. And loads of loads of nurses are looking for a way out of the NHS. So since I wrote the form, I have actually employed a third nurse. So that's really, really helped me to kind of be a bit more overseeing rather than like, like seeing patients.
So for the 25 K, what do they, can they quickly get on to band six or as.
It depends really. If they're in the NHS, it depends what jobs are available. Now we're seeing people go up the ranks a bit quicker because there's less senior staff around since we did. So, yeah, like, it depends really what department you work in. Some of them, you know, it's a bit more competitive, but you can get a band six within the first kind of two years of qualification. But the pay doesn't go up that much. All right, that's my next question. So what's a band six on? I think they start at like late 20s, like maybe 30.
And then what sort of working hours do you need to do for 25, 29 grand a year?
Oh, like, so it's 37 and a half hours a week is your full-time nurse contract. And that can be nights, weekends, depending on what department you work in. But if you like your ward nurses, they'll be working like nights, weekends, all over the show, really, with no kind of authority over what you work. It's kind of like you work what you're told. I suppose they always end up doing more that they don't get paid for because someone's in trouble and they're just nice people.
Oh, 100%. And like, you don't get your break. And like, yeah, it's, it's, it's a hard job. It's a really hard job. Like working through COVID as well was particularly challenging. So when you come along and say, you can now just work nine to five, no more nights for the same money and you don't have massive, I mean, just mad. Yeah. Yeah. And there's, there's so many nurses doing their training now, like it's, and
The market is like crazy. Does it upset you ever working in the NHS? Do you think? Oh, yeah. Yeah. Oh, yeah. All right. So I've been announced like 13 years and work through COVID and I've always worked in intensive care. So, oh, wow. Yes. It's it's it's graft. It is graft. But I think this is what is kind of got that pull pull as well. So it's hard to like do both if you know me.
So when you say that you, you know, you want to know and when to go all in and take this step out, is it more of a, because you're, you know, from a, okay, you're on a good salary, but from a financial standpoint, you're probably there or there about, aren't you? If you're doing 11 grand as a side hustle right now. So is the challenge actually emotionally making the jump rather than financially?
I think so. I think that's got a huge part to play. Loads of people would tell me that I could have left a long time ago. But I like that even if I dramatically reduced my NHS hours, it keeps me clinical. It keeps me kind of like, what's the word? Like constantly learning and just having that clinical base I think is important for your aesthetics.
keeping in line with all things to come up. I coach someone, Laura, who had a big online business selling medical supplies like watches and stuff to midwives. Look, watches you guys wear. She's got a business doing that. She was a midwife, but she still did one day of fortnight.
Yeah. Yeah. I mean, qualified. Yeah. But she has like a million pounds plus business. You know, I always remember that. And she just loved doing that one day. I thought, yeah, you see so many people doing that. Like, I know a few midwives that have done like, you know, your private midwife work and they don't need to work on HS, but they always do. Like it's, I don't know. It's like her. It's a cool. It is a very good. Yeah.
So you had some questions that you wanted to ask Jim Mo because I think realistically getting yourself up to date with some Facebook ads and being able to run it yourself and like I said, get rid of that 800 quid cost and even if you just sunk all that cost into the adverts, even if you're not as effective as you can. Can I just say, if you can learn intensive care nursing, you can learn Facebook ads.
I don't know. It's quite complicated. No, it's not. It's complicated. It's stitching people together. No, no. I was speaking to Dom, who's like our head of digital, and he was saying to me the other day that Facebook ads now is easier than it's ever been. Oh, yeah. Because they want it to win. They want you to do well. Absolutely. And their AI half does it for you. And there's third-party software that can plug into it as well. It's definitely easy.
And what I like about it is it subconsciously teaches you direct response marketing. You know, it's saying you call to actions that headlines got too many words in it. Simply to making a YouTube video. If you get a YouTube video to hit, it's because you know, copy and you know what, you know, is going to make someone click. And then how good the advert is or how good the video is is then equally as important. Of course it is, but that's what I like about it. So yeah, you carry on JB?
No, so I was just saying, so if you got up to speed with that and then you sort of emotionally made the decision to make the jump, then you're kind of set on you. Well, I mean, look in here, challenge number one, knowing when to go all in. Well, I think you can go all in now. Yeah. And then just in one day a week at the NHN, I applaud you for being that person that we need more of you in society. Thank you very much, Georgie. Oh, you're very welcome.
Number two, second biggest challenge, lack of regulation driving down prices. I'm, that I think you need to position yourself in the marketplace more, but you know, the doors and wait rows both operate quite successfully. Yeah. Rolex quite offer quite successfully and Cassio watches still work, you know, that they, you choose your market place for both isn't it? Yeah. It's interesting. When I'm having a good day, I'm like, you know, it's fine. Like,
we're different market blah blah blah and then you have like a quiet month and you're like oh my god look at everyone's prices it panics you a little bit as business owner. You have to stand firm in those moments where as you devalue yourself and not to get all like spiritual woo-woo about it but if you're saying that we're going to do this thing and then you should keep reducing your pricing you lose that belief in yourself then the results will be a testament to the belief that you've gotten yourself.
I think you have firm fixed pricing, you don't negotiate, it is what it is, and you have to be okay with the fact that if someone's coming in because they want a 50 quid lip filler and that's not the thing that you do, they're just not your customer. You have to try and convert them because the person convinced against their will is of the same opinion still, as the great Les Brown said, but you are, they're just not your customer. Fair enough, you're not for everybody.
We love it when clients come in and they've done all their research and they have like a list of questions because we can answer them. Like we, you know, we've got the knowledge and the skills, but so we actually really like, like when, when customers like that, but when people just message you like, how much is this? You're like, Oh, you're, you're not maybe the right kind. Yeah. Well, yeah. And accept that. That's okay. Yeah. You know, you might end up only having 2000 clients rather than 200,000 clients.
Yeah. But again, the Facebook ads will give you confidence because at the moment, the reason why you're worried about the price is because you've got a lack of the right price to clients. But if you had more lead through the door, then you would get rid of that entirely because it would just not bother you. And you start flip-flopping. You should get my book, The Experience Business. OK.
Yeah, because this is all about this. Why? I think you should send it to her. She's a bloody national treasure. Yeah, let's send you that for free. There you go. Fantastic. Chud, can you sort that out for us? Yeah, he's not even listening. I will remind myself to send. Georgie needs a book. Sorry, Chud is now looking. Georgie needs a book sending the experience business for free. Don't let him charge her. You know, you know, he's like Chud.
No, I think you have to not be all in sundry sometimes. Sure. Yeah, sure, definitely. Once you start saying no to customers, then it's...
and look at the referrals, because everyone's always obsessed with getting new clients. But what about the clients you've already got? Can you sell them more stuff like the health and wellbeing test? Is there a way you can upsell them, look at the model, look at the escalation model and the client journey? And can they then recommend? Because chances are, if somebody comes in who can afford your prices, and is that kind of client base, and they're probably going to have 10 friends within their circle of influence. Well, you look amazing. I had some stuff done at
Yeah. Cerilla, well, who's that? Oh, blah, blah, blah. Oh, it's actually this. It's two sisters. They're both nurses. Yeah, I'm still working in it. It's just one, though. They'll start to be your flag wave in advocates for you because the advert is their face. Yeah. Yeah, definitely. Definitely. And we do see that quite a lot. Once people are brave enough to tell their friends that they've had work done, you see the whole friendship group coming in. Yeah, that's exactly what it is, isn't it? Yeah, definitely. Definitely. They are really good clients, really, really good clients.
So when we look at this, questions you like to ask, how would you market my business to gain a consistent flow of clients? Well, spend more on ads, but do it yourself and learn how to do it, question two, to think my business can be more profitable while keeping ethical practices at heart. Yes, I think you absolutely can. And you just haven't had enough time in the game to realize, to find your line. And I think once you read that book, you'll absolutely understand.
OK, yeah, thank you. I just had one more cheeky question on the end of that. Well, no, as long as it's any cheeky question, come on. No, no, no, no. That's the questions done. She's a national treasure. Go, go, go, go. So in terms of longevity and investing in my future wealth, would you go down the chain route or would you go down commercial property?
like for using the profits of the business to like look after me and my sister and my kids and all that. What I would do if this was mine if I wanted to open a chain I would buy the property and own the lease where your people are operating out of and franchise it so they can do it and pay you a rent
and a percentage income when you do the training, you own the CQC and all the standards, you do all their marketing and they pay that up so you buy everything internally from you. Because you own the land that they operate out of, you own the premises, they can't start messing you around and stealing clients.
Yeah, yeah, that makes sense. And that's the Matt Donalds model, by the way, not to compare Matt Donalds to your business, but Matt Donalds, they own the buildings or the leases where the people operate off. So they have this massive control over the operation.
OK, yeah, because yeah, that's interesting because I've yeah, and then you keep the quality because you're kind of managing like all the standards and the that's the that's the glory of franchising is because people that do it well is because the franchisee acts like a business owner.
Yeah, yeah, sure. You could roll it out into other former NHS nurses. Well, that could be like a one of the sort of the US piece of the training in the way that you could help more people and make sure the quality is assured is by training up people who have been in your situation, but just haven't had the necessarily the bottles go and set it up for themselves the first time.
Yeah. And honestly, like my first couple of years of business before COVID, we were in a different location. I was living up north and I learned so much so quickly. And like, because obviously nurses aren't natural business women or men. And so yeah, it's that that was crazy. The first couple of years, all the things that I learned. Well, there you go. Anything else you'd like to ask, Georgie?
No, I think that's been very helpful. Thank you so much for your time. How did you discover the podcasts just to have interest?
Oh, so it's on one of my goals this year is to be a better business woman. And just learn as much as I can. So I love podcasts. And then I found your podcast in September. And honestly, it's a bit scary. I've listened to every single one, like all the backdated ones, like September. So I've been like, you know, flooding my brain with with it. Yeah, I really like the interviews. I really like the way it's set out. It's really helpful advice.
Wow. Have you watched any of the main YouTube channel stuff as well? No, I tend to just like podcasts because I like to go for a walk and sit on, um, or like in the car. But yeah, just, just the podcast for now, but I have read your book getting customers as well. So you're about to get another one for free. Some of the, the, there's a video on my main YouTube channel about how to get customers. Um, I think you should watch that as well. Okay.
Try to think, what was that one we made this year? Do you know that big one with the flip charts? It's called 53 minutes and this is how I would get lots of customers, something like that. If you go through the YouTube channel, the main one, the original one, I think is a better, a better, but that would be a good video for you to watch.
OK, great. Yeah, I'll do that. Cool. Brilliant. You're amazing. You've got to give us a plug if there's people listening, because 100,000 people we discovered earlier in the conversation. Oh, yeah. Do you think JB and I need Botox? Oh, yeah. I think not nice. You know, you're perfect. Oh, it's good. I don't know. I could do it somewhere. I've got a bad crow's feet.
Well, do you know what? It's individual choice. If it's bothering you enough, you know where we are. That's a great answer. I'm only 45 minutes down there. You don't know. But down the M20. Give us the sales pitch. Where are you? Give us the URL. Give us the website. This is your time to shine, baby.
So if you are looking for quality, professional aesthetics and skincare with run by nurses, we are Sorela aesthetics. We're based in Ashford. You can find us on Instagram, sorelaesthetics.com or our website is www.sorela-esthetics.com. And also my sister runs the TikTok. So we are also on TikTok. But she's younger than me, so she does that.
Amazing. Well, good for you. You're amazing. Congratulations on your success. As a side hustle while you're doing a very big job. Yeah. He's seriously impressed. Yeah. I'd like to play off this year. That's my goal. Well, you can have one off in 2026. Have all day, Georgie. 33. Well, 33 next week, actually. Yeah. Well, have you got Bambino's? I have two. Yes. So all this has been missed. Oh my God. How are you doing it?
I don't know I've got this like weird work ethic that has always been the case like even when I was like a newly qualified nurse I had like three jobs. Yeah, it's just I don't know I just when I'm passionate about something and I enjoy it. Are you married as well? I'm married. Yeah, so what does he do? He's in the police. He's a police officer. So he's got a full hodge.
couple of heroes and raising kids are saving people. He's arrested them. She's stitching them back together again. And when they find their right way path, they can get their faces fixed. I mean, these two. That's it. That's how we get clients. That's amazing. It's a hectic household, but, you know, yeah, it's worth it.
Wow, you're amazing. Good for you. Thank you. Thank you. Thank you for being on the pod, Georgie, and I hope lots of people come and find you via... We'll put a link in the show. Do you know what they are? They are. Them too, or obviously the classic case. If you want something done, ask a busy person. Yeah. There's never a true word set. My friends say it to me all the time. They're literally like, I don't know how you do it, but, you know, like, yeah, ask a busy person. Just get it done.
Awesome stuff. Brilliant. Thank you for being on the show, Georgie. All the best. Thank you. Bye. Oh, she was just brilliant. Sweetness Alliance. Sweetness Alliance. The world needs more people like that, doesn't it? Yeah. Nurse, married to a copper, doing 11 grand as a side hustle. I just got two kids. Yeah. Oh my God. It makes me wonder what I'm doing my time, quite frankly. Amazing. Right. You're ready to rate? Well, I can tell you what you're doing in time. You're dressing as a cup scout.
says says you looks like you're out of bloody like a one-direction video from the 90s. I know you're cold. See you at the crossroads. What was that band called? Do you remember that band? What a code. You'll find out.
Rob, what are we doing now? Eight traits of the great. Oh, she's getting an eight. She can't have an eight. I mean, I want to give her an eight because she's just amazing. Just do it. It's your show. Who's going to stop you? Oh, James, mine. Right. OK, here we go. Number one, starting with the ending mind. What do you think? It doesn't look like we saw a scene in the Christmas video. Can you please superpose that? Can we do this? Eight traits of the great? Yes. Starting with the ending mind.
Oh, I would say so. No, OK. Passion about that. Yes. Yeah. Three. Untold amounts of his edits. Four, innovate, sit down, evaporate.
Yes, she's taking her space now, isn't she? She's developing. Yeah. Is that innovation? All right. I think so. Number five, commercial awareness. Oh, she knows it. Inside out and back to front. Six relationships with people. Absolutely. Seven, no. What? Master Mark? She can't have it. Georgie, you are so close. Number eight, stay tangible. Oh, Georgie. She's seven. And I tell you what? I tell you what? She's going to heaven one day. Yeah, doing too much is. In a long time.
Actually, look beautiful as she goes there as well. In her 19th shirt, look, a day over 33. Yeah, she's, she's the Benjamin Button. Of nurses. Well, there you go. What a lovely episode. I've got a, I just want to remember it. Do you know, you know, you wasn't allowed gatherings during COVID. Yeah. In Manchester. There we go. Loads of women got together and they had a bow chocks party and the police come in and
Right into the place. Not only am I surprised. I knew where that was going. Right, it's now time for this. Here we go. OK. Doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo, doo
Let's get quiz indeed. It's time for the business quiz where me, against James Sinclair, go head to head in a battle of business knowledge. Oh, so it's your turn to read, isn't it? OK, here we go. Come on in.
How many small to medium enterprises are there in the UK's retail and repair of motor vehicles industry? I mean, that's quite nice. I'll do that one more time for you. Is this related to it? What are beautiful faces and cars got to do each other? How many small to medium size enterprises SMEs are there in the UK's retail and repair of motor vehicles industry? Jesus Christ.
retail and repair of, I mean, retail is big. Are we talking about retail of repair? Okay. So in that motoring sector plus retail. Thank you, Judson. Right. Okay. So I'm going to get rid of retail. I'm going to medium and sizes. Are there in the UK's repair of motor vehicles industry? Oh, okay. I am going to go for
You didn't beat boxing because you look like E-17. See you at the crossroads. See you at the crossroads. Good song that. Now, I'm not telling you, tell me first. I'm thinking 10,000. What have you got? Oh, I've got 87,000.
I don't know if I'm wrong, I'm his... He's throwing me, he's throwing me off. He's throwing me. Come on, he's the aunt. Wow! That's literally none. What did you say? 87,000. It's 247,000. Wow! So I'm wrong, wow. Yeah!
Ready, have a spoon. The industry has the highest number of active small to medium enterprise in the UK. Economic sector, according to Forbes. Lovely bloke Forbes, really nice. In second place is construction with 195,000 SMEs. Professional services make up 188,590 SMEs.
Tell us the first stat then. It's the most... It's 247,000. Yeah. The industry has the highest number of active small to medium sized enterprises in the UK. So I'm guessing... Really? I'm guessing it's like panel beaters, MOT. Yeah. Car spray. Does that not surprise you that that's the biggest sector of SMEs though? Of active SMEs? That's why everyone's got a car. I didn't really understand the question. No, I didn't see it. It is. No. They said that you got it wrong to them because he didn't understand it.
He's either, he's either right or it's wrong. That's how James Sinclair operates. If you're someone who is selling a business to him at the moment, just bear that in mind because that's how he negotiates an operates. He's either right or you're wrong. Final words, James Sinclair, what would you like to say to the watching the public at home or the listener?
To your continued success, we are here to help you navigate through these storms of entrepreneurship, chocolate, and we will always be here whilst there is blood in our lungs.
I think it's Aaron. I'm still in that. You've got plenty of your lungs. You're technically dead. You need Georgie's current day job. Yeah. There we go. You don't think you like to say? No, no, I just, I just love hanging out with you guys. Don't forget, if you'd like to follow me on Instagram, James and Claire. Here he goes. Here he goes. On Instagram, it's James, but it's short.
When I've become like an absolute superstar, you'll be laughing in your own conflict because I know that I would have created it. Oh, sure. This is again how he operates, everybody. Right. See you next time. Thank you. Thanks, gang, for listening to this podcast. This is the show that exists to help people grow their business. If you love what we do, we'd love to get our message out to more people. So please rate, review, and subscribe to the podcast or wherever you watch our podcast.
so that we in turn can help people grow their businesses to continue success. See you soon.
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