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£11k/Month Side Hustle: NHS Nurse Building an Aesthetics Business

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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.

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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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