Brand Clarity

In this episode of the Brand Clarity Podcast, host Susie Liberatore sits down with Julie Harrell, the inspiring founder and president of Cooper’s Scoopers, to talk about the surprising business of pet waste removal—and the franchise opportunity it holds.

Julie shares her transformative journey from working in healthcare management to launching a successful, fast-growing pet waste removal franchise. Along the way, she opens up about fertility challenges, her leap into entrepreneurship, and the mindset that helped her turn obstacles into stepping stones.

Key Takeaways:

• Career pivots can lead to passion: Julie’s shift from healthcare to pet waste franchising was fueled by curiosity and the willingness to explore new possibilities.

• Built from the ground up: Cooper’s Scoopers began with zero locations. Julie launched it from scratch and has grown the brand to over 8 territories—and counting.

• Pet waste is a serious issue: Beyond the ick factor, Julie educates listeners on the environmental and health risks of dog waste, especially its impact on water systems.

• Education is power: Cooper’s Scoopers incorporates public awareness and education as part of its brand mission, emphasizing responsible pet ownership.

• Challenges are growth catalysts: Julie talks about using fear and uncertainty as tools for transformation, both personally and professionally.

• Fitness mindset = business strength: Her dedication to fitness competitions sharpened her discipline, which directly translated into leadership and business resilience.

• Franchise support matters: Backed by Loyalty Brands, Cooper’s Scoopers benefits from expert guidance, shared systems, and marketing resources that help franchisees succeed.

• Community beats clicks: Both Julie and Susie agree—early-stage brand growth happens through local engagement and relationship-building, not just digital ads.
  

  Listen now to hear how Julie turned “gross” into growth, and why purpose-driven businesses—even the messy ones—can change lives.

  Don't forget to subscribe, leave a review, and share this episode with someone looking to start (or grow) a franchise!

  
  

  Resources & Links:

  • Learn more or find a franchise opportunity: cooperscoopers.com

    
    

  About Julie: 

  Julie brings nearly a decade of experience in healthcare support and management. She later transitioned into the fitness franchise industry, where she excelled in training and development, driving growth and success among franchisees. Today, she serves as the President of Cooper’s Scoopers, where she leads with a strategic, people-first approach to franchise growth and brand development.

  Outside of work, Julie enjoys life with her husband, two daughters, and their beloved dog, Maggie. You’ll often find her at the beach, immersed in a good book, working out, or enjoying quality time with loved ones over a glass of bubbly.

  
  

  Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

  Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on marketing services, potential partnerships, and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business. https://susieliberatore.com/ 

  
  
  
  
  

In this episode of The Brand Clarity Podcast, host Susie Liberatore chats with Ari O’Brien, Chief Development Officer and co-founder of Red Rock Franchise Development. Ari shares her powerful journey from the corporate world to launching a franchise development firm with her husband, Jason O’Brien—built on values that challenge the traditional Franchise Sales Organization (FSO) model.

With a boutique-style approach that prioritizes quality over quantity, Ari breaks down what it truly takes to scale a franchise brand the right way. Whether you're an emerging franchisor looking to gain traction or a business owner exploring franchising as a growth path, this conversation is packed with actionable insights.

What You’ll Learn:

• Ari’s transition from corporate to co-founding Red Rock Franchise Development
  

• Why Red Rock’s personalized, boutique model is shaking up the franchise space
  

• The importance of strong consultant relationships and thoughtful franchisee selection
  

• Why referrals and reputation still outperform cold lead gen
  

• The role of digital marketing—and how to avoid wasting resources
  

• The critical importance of your first 5–10 franchisees
  

• How broker conventions and expos can fast-track credibility
  

• Why Red Rock believes in serving the franchise community—even if it means pointing you elsewhere
  

This is a must-listen for franchisors ready to grow with intention, clarity, and support that lasts.

Boasting a sterling sales and marketing track record, Ari O’Brien has been the dynamo fueling franchise growth for over a decade. Her career prior to franchising saw her excel as a top sales performer in the nation’s largest food distribution company, playing a vital role in aiding independent and national restaurant concepts expand their horizons.

In 2013, Ari dipped her toes into the exhilarating pool of business ownership, co-founding Red Rock Franchise Ventures LLC, a franchise consulting brokerage firm based in Las Vegas, Nevada. Applying her innate knack for sales and deep-seated passion for helping others succeed, she swiftly established herself as a top producer in one of the world’s most respected franchise consulting networks.

Since 2019, Ari has channeled her expertise and experience into nurturing numerous emerging franchisors and franchise consultants, creating a legacy as a relationship specialist with a “get it done now” mindset and a ceaseless sense of urgency.

For Ari, her work in franchise development boils down to a single, simple passion: to empower current and future franchisors in building a team of thriving franchisees. She embodies Red Rock’s unwavering ethics of standing tall in a sea of franchise development brands and genuinely caring. She cares about your franchise as much as you do, and she’s committed to its success.

Connect with Ari: RedRockFranDev.com

Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on marketing services, potential partnerships and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business. https://susieliberatore.com/ 

Podcast Show Notes:

In this episode of the Brand Clarity Podcast, host Susie Liberatore sits down with Steve Shortino, founder and CEO of iSMASH — the rage room and axe-throwing franchise disrupting the entertainment industry. Steve shares the story behind iSMASH’s explosive growth, with over 60 franchise units sold in just over a year.

They discuss what sets iSMASH apart from other entertainment brands, how early proof of concept fueled rapid expansion, and the powerful role digital marketing and AI play in driving franchise sales. Whether you’re a budding franchisor, a franchisee exploring new opportunities, or a business owner looking to scale smartly, this conversation is packed with real-world strategies for modern brand-building and franchise success.

What You’ll Learn:

• How a viral moment sparked the idea for iSMASH
  

• Why strong branding and customer experience are critical differentiators
  

• The secret to gaining early franchise traction through proof of concept
  

• How iSMASH uses AI and digital funnels to scale franchise development
  

• Building internal systems (like supply chains) for faster, smarter growth
  

• Steve’s advice for franchisors: financial validation first, expansion second

  
  

About Steve Shortino

Steve Shortino is the founder and CEO of iSMASH, the fastest-growing smash room franchise in the United States—originating from his hometown of Rochester, New York. What began in 2018 as a bold and unconventional idea has evolved into a thriving national brand, with dozens of franchise units sold and many more on the way.

Originally launched under the name “Smash Therapy,” the concept was inspired by what Steve initially thought was a ridiculous idea: creating a space where people pay to break things. After conducting thorough research, he saw the potential and opened the first location in October 2018. Despite the challenges of the COVID-19 pandemic, Steve used the downtime to write and launch a successful course teaching others how to start their own rage rooms.

By 2021, business momentum was back—and growing fast. Steve opened a second location in Syracuse, NY, and soon caught the attention of a franchise development firm. Since then, iSMASH has exploded in popularity, with over 60 units sold across the country and no signs of slowing down.

Steve’s long-term vision is to make iSMASH the leading rage room brand in the location-based entertainment space, with a goal of scaling to 100 locations nationwide.

https://ismashusa.com/

Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on marketing services, potential partnerships and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business. https://susieliberatore.com/ 

Episode Intro

In this episode, Susie sits down with Sally Facinelli, CEO of Salty Dawg Pet Salon and Bakery, to talk about her unplanned—but incredibly rewarding—journey into franchising. From beloved pet brands to launching a luxury grooming experience built on transparency and heart, Sally shares how Salty Dawg is changing the way we care for our furry companions.

They dive into the power of building a people-first culture, the importance of women supporting women in business, and why scaling a franchise isn’t just about numbers—it’s about staying true to your mission. Whether you're a pet lover, a franchise hopeful, or a fellow entrepreneur, Sally’s insights are equal parts practical and inspiring.

Key Takeaways:

• Franchising by Surprise – Twice in her career, Sally found herself entering the franchise world unexpectedly—and both times led to meaningful, fulfilling ventures.

• A Brand with Bark and Heart – Salty Dawg started from a deeply personal moment and grew into a business that prioritizes pet wellness, visible services, and stress-free grooming experiences.

• Transparency at the Core – With all-glass grooming stations, Salty Dawg lets pet parents see everything—building trust, reducing anxiety, and eliminating the mystery behind the door.

• Scaling with Soul – Now part of the Loyalty Brands family, Sally’s focus remains on culture, connection, and empowering every franchisee to lead with heart.

• Women Lifting Women – Sally shares her passion for mentoring and the need for more women in leadership roles within franchising and business at large.

• Advice for Aspiring Franchise Owners – Research, reflect, and make sure the franchise fits you—your lifestyle, your values, and your energy.

• Retail That Wags Tails – Salty Dawg’s bakery isn’t just cute—it’s strategic. From doggy donuts to pupcakes, the in-store retail adds joy and revenue.

About Sally:

Sally Facinelli, CFE, is CEO of Salty Dawg Pet Salon + Bakery and advisor to multiple emerging brands. 

Sally has proven to be a skilled executive, visionary, and entrepreneur whose franchise roots run deep. She is known for building exceptional brand visibility, and she has been an integral part of nearly all aspects of franchising, having worked with franchisors, master franchisees, franchisees, industry suppliers, and as a small business owner of several companies.

Sally is passionate about franchising and helping businesses convert visions into action, achieving measurable success, and helping people reach their personal and professional goals. She is a problem solver who takes businesses to the next level and opens doors.

Sally is a noted franchise mentor, source, speaker, and author. Business Woman magazine named her one of the 2020 Top 100 Influential Women in Franchising Worldwide and Top 10 Women Suppliers.

Website: https://saltydawgpetsalon.com/

Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on marketing services, potential partnerships and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business.

https://susieliberatore.com/ 

Podcast Summary:

In this episode of Brand Clarity, host Susie Liberatore sits down with entrepreneur Victoria Racca to explore her inspiring journey from nonprofit work to owning multiple businesses. After facing workplace challenges during a miscarriage, Victoria realized the need for career flexibility and took the leap into entrepreneurship. Today, she successfully runs a beauty business, a trade school, and multiple income streams, including licensing, manufacturing, and coaching.

Victoria shares valuable insights on the importance of owning your audience beyond social media and how leveraging email and text marketing can drive long-term business success. She also discusses the risks of business coaching scams, why TikTok offers better organic reach than Instagram, and the continuous evolution of business growth.

Key Takeaways:

• Entrepreneurship provides career flexibility and control.

• Diversifying income streams is essential for stability.

• Learning from experienced mentors accelerates success.

• Social media alone is unreliable for sustainable business growth.

• Owning your audience through email and SMS marketing is crucial.

• Be cautious of business coaching scams.

• TikTok offers better organic reach than Instagram.

• Business growth is an ongoing journey.

• Building an engaged community is more valuable than chasing trends.

Tune in to hear Victoria’s expert advice on creating a business that thrives beyond social media!

About Victoria: 

Victoria Racca is an international speaker in the PMU industry. She's an influencer and educator on all things permanent makeup. Her dedication to her artistry speaks for itself through her hundreds of Permanent Makeup clients and award-winning services over her career. She has spent years of her career learning the latest techniques to uncover the why and how behind every decision an artist can make to release what is now globally recognized techniques and theory for the modern application of  PMU and provide her clients with service unlike any other. As a result, Victoria has created an amazing line of PMU Must-Haves to sell out internationally! She's sought after as both an educator and speaker for the industry.  

https://www.instagram.com/victoria.glam/

Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on marketing services, potential partnerships and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business. https://susieliberatore.com/ 

Podcast Summary:

Bill Snow never set out to become a franchisee—he simply wanted to provide top-tier car care and exceptional customer service. But after connecting with Rad Air, he saw the value in the franchise model and found the perfect fit. Today, Bill not only operates his own Rad Air location but also plays a key role in the brand’s growth as Vice President of Franchise Development and Operations.

In this episode, Bill shares his unique perspective on franchise ownership, the importance of local community involvement, and how Rad Air supports its franchisees for long-term success.

Key Takeaways:

• Elevating the customer experience at the store level.

• Providing tailored support to franchisees based on their immediate needs.

• The power of community involvement and its impact on franchise success.

• Breaking down common misconceptions about franchising.

• How franchisees successfully integrate into their local markets.

• Building a strong shop culture and retaining top talent.

• Plans for enhanced training and development in the years ahead.

• Why proactive business planning is key for franchisees.

• The value of networking and learning from fellow franchisees.

Tune in to hear Bill’s insights on blending entrepreneurship with franchising and how Rad Air continues to evolve in the automotive service industry.

About Bill: 

Bill grew up in Mentor, Ohio, and after school, you’d find him and his friends working on cars in his driveway. As time passed, he started working on motorcycles in his parent’s garage and with race cars.

Bill joined Rad Air to connect his passions for helping people and being around cars. He oversees Rad Air’s marketing programs and enjoys being involved in the neighborhoods served by Rad Air. 

One of Bill’s passions is getting young people excited about careers in the industry. In 2020 he created the Rad Air Rising Stars Racing program at the Painesville Speedway. Through the program, students can get behind the wheel of a race car and get connected with local businesses to gain valuable, hands-on experience. 

Connect with Bill on LinkedIn https://www.linkedin.com/in/williamsnow/

Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on marketing services, potential partnerships and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business. https://susieliberatore.com/

In this episode, Susie Liberatore sits down with Sara Branch, CEO of Branch Consulting Group, to uncover the transformative power of networking. Sara shares her journey from the corporate world to entrepreneurship and the essential skills many professionals overlook when it comes to face-to-face networking.

From identifying your ideal customer to crafting a compelling value statement, Sara breaks down the key elements of building meaningful connections. She also dives into the art of one-to-one meetings and how to leverage platforms like LinkedIn for powerful online networking.

Whether you're a seasoned entrepreneur or just starting, this episode is packed with actionable insights to enhance your networking strategy and fuel your business growth.

Key Takeaways:

• Sara’s insight on the common misconceptions about networking

• Networking vs “net socializing”

• How networking has evolved 

• Benefits of identifying your ideal customer, including focused networking efforts

• Value Statement vs Elevator Pitch with examples

• Strategies for asking for one-to-one meetings at networking events

• Types of questions to ask, including 

• The FORM framework for asking questions: Family, Organization, Recreation, Message

• Strategies for maintaining consistent messages across social media

• Tips for identifying and connecting with your ideal customer

• Steps to take when attending networking events for the first time

About Sara:

Sara believes that relationships are the cornerstone of both business and personal success. In today’s world, we all encounter daily challenges, and having a strong, diverse network is key to overcoming them. Sara is passionate about helping others build these networks, knowing that they provide invaluable support when needed. 

With over 20 years of experience in corporate sales, training, and development, Sara is a seasoned business consultant who founded Branch Consulting Group to help businesses and individuals master the art of networking. Through one-on-one and group coaching, she teaches professionals how to build strong, lasting connections, accelerate trust, and drive business success.

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Sara is passionate about delivering customized solutions that empower her clients to grow their networks, achieve their goals, and thrive in business.

Connect with Sara at https://www.networkinaction.com/

Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on potential partnerships and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business. https://susieliberatore.com/ 

Summary: 

Eric Van Horn, a seasoned entrepreneur and co-founder of Front Street Equity Partners, joins Susie on the podcast to share expert insights on franchise growth strategies. In this episode, Eric dives into his experience building and selling successful franchises, the art of scaling businesses, and the innovative approaches that drive Front Street Equity Partners. Whether you're an aspiring franchisor or an experienced franchisee, this episode is packed with actionable advice and valuable lessons to help you take your franchise to the next level.

Key Takeaways:

• FSO hangover concept

• Balance needed in franchise growth

• Learning how to be a franchisor

• Importance of local market knowledge for franchisees

• Value of mastermind groups

• Marketing for franchisors -from BizBuySell to LinkedIn for lead generation

• Engaging with local entrepreneurs and potential franchisees using Dinner Events

  
  

About Erik: 

Erik Van Horn is a franchising specialist and expert in multi-unit, semi-absentee business ownership. From franchisee to franchisor, and investor to consultant, Erik has worn many hats over the last two decades. His diverse experience has provided him unique insight into the challenging aspects of the industry.

Unlike many other franchising pundits, Erik practices what he preaches, and is still an active franchise entrepreneur. He has owned 6 brands in 8 states, and isn’t done yet with 30 more locations in the works. But more than expanding his businesses, Erik has a passion for helping people. That’s why he has helped 1,000 people (and counting) find great opportunities that meet their lifestyle goals, so they can find the same freedom through franchising that he enjoys.

Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on potential partnerships and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business. https://susieliberatore.com/ 

Susie dives deep into the world of franchising—a topic often misunderstood as limited to big names like McDonald's and Starbucks. She explains the opportunities franchising offers and why it’s an avenue worth considering for aspiring entrepreneurs. Susie shares her journey and passion for business ownership, providing insights into the benefits of established brand recognition, proven business models, and the support and training franchises offer. Tune in to discover how franchises remain essential to local communities and why they might be the perfect entrepreneurial venture for you. 

Key Takeaways: 

• Franchise owners are small business owners.

• Franchise owners are invested in the local community

• The proven business model, support, and training make franchise ownership a desirable option 

• Franchise ownership comes with some risk but it is much lower compared to a startup

Susie Liberatore, a seasoned entrepreneur, discovered her passion for business ownership at a young age. Following years of academic pursuits and corporate experience, she founded her initial venture, Visions2images.com. What began as a solo endeavor has now evolved into a thriving enterprise led by Susie and supported by a team of 13 professionals. In a remarkably short period, she has elevated the brand’s success by providing comprehensive services like website development, social media management, SEO, content creation, and paid advertising.

Fueling her entrepreneurial spirit, Susie went on to establish various companies, showcasing her versatility in business development. The latest addition to her portfolio is Franchise-clarity.com. Recognizing a gap in the franchise market, she innovatively developed marketing software to address specific needs within the industry. For inquiries on potential partnerships and investments, feel free to contact Susie Liberatore to discover how she can contribute to the growth of your business. https://susieliberatore.com/