Brand Clarity

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/ 

In this episode, join Susie Liberatore as she takes you on an in-depth journey through LinkedIn, the ultimate platform for lead generation. Susie shares her proven strategies for leveraging LinkedIn to boost growth and drive sales, drawing from her personal successes and expertise.

You’ll discover actionable tips on optimizing your LinkedIn profile, the power of content marketing, and how to streamline your outreach with automated LinkedIn messaging for maximum results. Whether you’re new to LinkedIn or looking to refine your approach, this episode is packed with insights you won’t want to miss.

Stick around until the end for an exciting announcement about Susie’s upcoming LinkedIn training program launching in 2025!

Key Takeaways:

• LinkedIn is a strategic platform requiring consistent effort to see results.

• Susie breaks down why LinkedIn might not be working for you and how to adjust for success.

• Why investing in a premium LinkedIn account can be a game-changer.

• How content marketing on LinkedIn stands apart from other social media platforms.

• The secrets to effective LinkedIn messaging and outreach for business growth.

• Integrating LinkedIn with your CRM to amplify your results.

Get ready to transform your LinkedIn game and take your lead generation efforts to the next level!

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://www.visions2images.com/digital-marketing-agency/ 

Summary:

In this solo episode, Susie takes you behind the scenes for a peak at her journey of creating Franchise Clarity. This software revolutionizes reputation and customer experience management for franchise owners. Susie discusses the crucial steps of discovering customer needs, refining product scope, and the ongoing evolution of developing a minimum viable product (MVP). With insights on the importance of AI and automation, she provides a candid look into navigating the SaaS industry, offering key lessons and advice for entrepreneurs. 

Key Points:

• Always start with identifying a need for your product concept in the market. 

• Data collection and research into customer needs is an ongoing process.

• AI can assist in analyzing data and research.

• Narrowing down the product’s focus to customer experience was an important pivot during development.

• User feedback is key for fine-tuning the interface and overall experience.

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.

Whether you’re looking to grow your revenue, expand your customer base, or enhance your brand presence, this real workbook offers practical strategies and actionable steps tailored to your unique needs.

https://wondrous-author-3639.ck.page/e1e5dfca86

Summary: 

Susie interviews Matt Kuntz, president of Mr. Rooter Plumbing at Neighborly. Matt followed an unexpected career path, starting as a mechanical engineer, then purchasing a franchise, and now leading a major brand in the franchising industry. 

Matt shares insights on the mindset shifts necessary for transitioning from a traditional job to owning a franchise, the importance of continuous personal and team development, and the evolving role of technology in enhancing customer experiences.

Through sharing his story, Matt offers valuable lessons on leadership, overcoming challenges during times of change, and the power of effective communication. 

Whether you're an aspiring entrepreneur or a seasoned business owner, this episode offers a wealth of knowledge on navigating the dynamic landscape of franchising.

Key Points:

• Mindset shifts are necessary for transitioning from a 9 to 5 to franchise ownership.
  

• Personal growth and development play a key role in business success.
  

• Technology and AI are essential for enhancing customer experience.
  

• Strong leaders put strategies in place to develop and trust team members.

About Matt: 

Matt is an accomplished and outcomes-oriented retail and service executive with extensive experience in strategic brand leadership, brand management, people leadership, product commercialization, franchise management, operations analysis, change management, and strategic planning. He believes in cultivating a customer-centric and performance-driven culture through innovation and talent development, driving scalable and sustainable growth. Matt demonstrates a proven track record in securing core business results, launching new products and ventures, fortifying stakeholder relationships, and laying the groundwork for long-term prosperity.

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.

Whether you’re looking to grow your revenue, expand your customer base, or enhance your brand presence, this real workbook offers practical strategies and actionable steps tailored to your unique needs.

https://wondrous-author-3639.ck.page/e1e5dfca86