Join me and my business partner and Advanced Imaging’s Ultrasound Equipment division head, Beau White, as we discuss all things ultrasound systems. From what type of equipment Beau recommends, to whether or not you should purchase new or used equipment, we dive deep into the details of that first big purchase for your ultrasound business.
Want to chat with Beau about your ultrasound equipment needs? You don’t need to be a business coaching client to reach out.
Grab a seat and a cup of coffee; you just enrolled in Ultrasound Business School. We are obsessed with all things ultrasound and are here to take you on a journey through the messy and the magical side of business ownership. Think marketing, contracts, vendors, admin, growth mindset, and that’s just the tip of the iceberg. This is the Talking Tech Podcast, a Sonographer’s Guide to Entrepreneurship. Here’s your host, Jennifer Lindsey.
All right, guys. Today I am so excited to have my very special guest, my business partner, the head of our ultrasound equipment division here at Advanced Imaging. Mr. Beau White. Thank you so much for being here with me today, Beau.
Well, thanks for having me. I know you’ve been bugging me for several months to do this, so I’m honored.
Well, I’m so excited to have you here. You guys, Beau hates doing stuff like this, so I have had to bribe him, and I think it’s been more than a few months, but I am so excited to have him on the podcast because most of you listening here get to see me chit chat all the time, that you don’t get to meet Beau usually until that equipment side is something that you need information on. So I’m just excited to have him here answering those burning questions. He and I both get all the time on the ultrasound equipment side of the ultrasound business. So I’d like to take just a quick second to give you guys a background on Beau. He has been such an integral part of our company. His business degrees, medical sales background, and experience have just been part of the growth of our ultrasound business.
And he’s been an amazing, integral part of our five-step sales process that helped us grow our mobile ultrasound business selling out into physician practices. And it’s the sales process that we also teach to our ultrasound business academy clients. A little over a decade ago, we decided it was important to add the ultrasound equipment side into our business to help our clients. There was a lot of issue with them getting equipment outside. At the time, it was difficult if they weren’t physicians. That’s not as much of a big deal any longer, but being able to kind of walk them through that entire process without dealing with a bunch of salespeople and all of that, and having Beau as their coach with the ultrasound side has been such an amazing asset to, our clients. And we’ll also talk about that toward the end of the episode.
But Beau, we’ve got a list of questions that you and I get on a regular basis, so I’ll ask those first. And then, I sent out emails to our email list. I’ve been chatting about this on social media for a while and asking people to contribute some questions they had. And so we’ll ask some of those towards the end as well. The ones that I got the most questions on. So first, I’d love to chat about when people should purchase their equipment and why. Based on their business models, I know we have chatted on our end when I talk to potential clients about figuring out that business model first. Is it something they need to buy their equipment right away? So, for example, those that are starting a 3D ultrasound business or those that want to bill insurance directly, right away in their business versus people that are starting their business in that mobile ultrasound fee for service, where they can really technically wait to buy the equipment until they’re ready to start that first account as techs, A lot of times the first thing they want to do is get that machine <laugh> because right.
What, what more fun is that than as an ultrasound tech grabbing that, uh, machine right away? But give us your insight on the purchase process, what that looks like, and when they should do that.
Sure. Following the process that you just mentioned about the fee-for-service, I think, what is that? Probably 75% of our clients followed that initially. So we always want to follow; you want to avoid purchasing your equipment like you mentioned before. You’ve even started marketing, having meetings with physicians; you’ll know after several meetings if once you’re ready to get that first contract. And once you’re getting close, that’s where we probably need to start the process. Absolutely. You know, that process from whether you decide, Hey, I’m going to buy the system outright, I’m going to go through a leasing process. It’s a three to four-week process sometimes. Okay. Know, we’re all, we’re all experiencing inventory shortage, and everything in our lives from Absolutely. To cars, to everything. So it’s really no different in the medical field too. It’s just added maybe a couple of weeks onto the delivery of the systems. But if you go through the insurance conditioning and the credentialing process, you need to get your system right away. Because you need serial numbers for Medicare and that process, which you do a great job explaining all that.
Yeah, absolutely. And I think that’s a question people have: okay, once I’m ready to purchase my equipment, how long will that take? And so I love, you know, kind of a three to four-week process. And I’d love for you to expound a little bit on what that purchase process actually looks like. How do people usually fund their ultrasound equipment? You know, lease purchase? What do all those things mean? Give us some insight there.
Sure, sure. Great question. We’ve been doing this for over a decade now, and at the beginning, 90% of the people were going through a lease process, and a lot of that had to do with the cost of the equipment. You know, portable ultrasound was starting to come to the market. I don’t think the manufacturers knew really good price points. People were paying way over $50,000 for their systems, and that’s all changed. They decreased in price, and the systems have gotten better from processing to image qualities to features, so the number of people leasing has dropped. So a lot of people are doing HELOC loans, you know, taking equity out of their home. Some people use cash, and then as their business starts to generate income, they pay themselves back, do a self-loan process, and some people do credit cards. Sure. So there are multiple options now; instead of just relying on that lease process,
We have a lot of clients that will simply get, you know, a loan from their bank as well.
Rather than just Yeah, very good
Point. Yeah. Obviously, there’s a HELOC loan, but there are also just regular business loans for equipment. So there are so many different options, which I don’t think people realize because I think so much in this space we hear lease, lease, lease. And I know that when we first started doing this lease, I always think of leasing a car, and other people think of that too. So the term lease gets a little bit confusing. What is the difference between leasing capital equipment and purchasing capital equipment? Because a lot of times, people think that they’re just renting the equipment for the lease timeframe and then turning it back in, similar to what we think about leasing a car.
Right. I hate using; I don’t hate using the car analogy; it’s just the easiest way to explain it. With leasing your ultrasound equipment, you have a set amount that you’ll pay each month, and you have a duration for that lease. And typically, being that you’re a new startup business, I’d say 90% of the time, you don’t have an option to pay that off. Your lease could be between three to five years for that piece of equipment. Some people like that. And just like with any other lease, you have to put a little bit of a down payment to start the process with the lease. But at the end of the lease, unlike a car, when you rent or lease a car, you have to purchase it at fair market value or just turn the keys and walk away. It’s not like that with capital equipment. Typically it’s a dollar buyout, which is how the leasing companies put it, and you pay that one extra dollar, and the system is yours. So that’s typically how it’s structured. And with leasing, you’re building business credit. Some people see that as very important; if you just purchase it outright, that credit’s not going towards your business credit.
Sure. Yeah. And I know a lot of times people think about renting and things of that nature, and that’s really not usually something that’s an option for people. Plus, like you’re saying, at the end of your lease, you’re going to own the equipment. Lot of times for a buck, which can be that. Right. Plus, you’re building your business credit where you wouldn’t if you somehow found something to rent. So I just wanted to mention that because I know that’s a question you and I both regularly ask about the rental. This makes so much sense, and it’s such a big help to people because that lease is a question I know I get all of the time. What’s the difference between buying and leasing it, and how does that process work? So I’m glad you laid that out for us.
Yeah. I hope that made sense. Yeah,
The structure, and we partner, we don’t partner, but we have leasing companies that we recommend that they’re very professional. They tend to have good programs. So we have a client that wants to lease, I just refer them over to the leasing representative, and they reach out to them. So, and then they can build a relationship and decide if it’s a good fit or not.
Right. What I love about that, too, Beau that you’ve created kind of these relationships for referrals is that those groups know our business plan. And so there’s a lot less paperwork and things like that. Obviously, they’ll have paperwork to fill out and all of that in the lease process, but a lot less like upfront, got to turn in a business plan, got to do all of these things because these leasing companies kind of already know how that’s going to work. Working with someone that you’re referring over to them. I’d love to get into a few of the questions that came in and I’ve just chosen multiple ones that people ask the most. One of the questions that I got was, is there any type of equipment that’s best? How do I know what’s best for my company?
Right. Great question. We’ve had a mobile ultrasound business for over a decade. So when we started, we were using everything from GE to Sonosite, and at that time, we thought, oh, we got the greatest system, and you know, we’re doing OB/GYN, maybe some small parts. And then all of a sudden, a doctor calls us and is like, Hey, can you do echo? I think I can; I think my system can handle that. And then you find out that, you know, it’s a $5,000 software package you have to put on your system; you have to buy a transducer. So we just started looking at systems that what we consider shared service. Right. So whether you’re considering starting with vascular, some small parts, abdominal, OB/GYN, these systems will also do echo, MSK, and other modalities. That’s very important when you’re looking at mobile ultrasound. Will my system do everything well, and what does it take to do echo if I’m starting out with more general imaging? A lot of times, it’s just adding a transducer.
Which is great. So leading up to your question, I’m a big fan of the Mindray systems,
And, the workflow, the connectivity, the durability, obviously the image quality, I think there’s a system that can only survive if it has good image quality. And to add to that, the five-year warranty is huge for mobile ultrasound, and Mindray comes with a five-year warranty covering the ultrasound system and the transducers, which is important. You want to eliminate that downtime when you have a mobile ultrasound business.
Yeah, absolutely. That kind of piggybacks on a question I got from multiple other people, too, about how to assess when you’re getting equipment and the needs for the future. So we’ve got tons of people that come in that say, I’m going to start with general vascular, and I’d love to add on echo later. Or, I may eventually want to add in 3D elective services. And so I think that really pins to the point, having a true shared service system and then being able to add in a probe to add on those services later. Because you and I both know owning a business, actually, did you realize that this month is 18 years in business for us?
I know you said over a decade, and I was like, oh no, it’s almost two decades.
Yes, absolutely. It’s been a long time.
Well, that’s what I love too about, you know, our coaching division and our ultrasound equipment division is that you and I have been in this industry for so long. And not only do we coach business opportunities on my end and coach through that equipment purchase process on your end, but we have our own mobile ultrasound business. So, as you mentioned earlier, we’ve probably used every single mobile piece of equipment out there. To be able to have that experience on the back end to give to the clients that you work with on the equipment side, I think, is so important.
Yeah. Absolutely. And I think the clients that we work with, I mean, they’re very smart. They know what they want, and typically they’re open to suggestions. Yeah. Working with them through the process is fun. I don’t know the word to mention; it’s kind of fun because they’re starting something. Some of it’s their dream. Some of it’s just to create that personal freedom. Right. Some of them they’re doing it to earn lots of money. Right. Whatever their goal is. So, it’s kind of fun because we’ve been through that process.
To help them with that, I know you deal with all the business coaching, so you see it from step one. But I enjoy my time; I get to spend with them on equipment.
Yeah, absolutely. And that brings something else up; Beau’s going to get mad at me, you guys, because this is a question we didn’t have. We had a list of things we wanted to make sure we went through. Now I’m putting him on the spot; at least it’s a little ways through.
My connection’s getting bad.
I know you were going to say that. Well, what I wanted to pinpoint is how you work with clients. Because what I love, and we’ll talk about this towards the end as well, to those of you listening, if you’re not a business coaching client, it doesn’t matter. You can still work with our ultrasound equipment division. So, Beau doesn’t just work with our Ultrasound Business Academy clients as an example. So anybody has access to work with him. And what I love about this is we don’t employ salespeople at our company. So when you work with me or directly with Beau, we’re the company’s owners; it’s not like working with a salesperson. So you’re really getting coached through this entire process. And so what I love about when Beau works with a client interested in ultrasound equipment is that it’s much different than what you would get going to a salesperson.
You know, the first thing that he’ll do is ask what modalities you’re doing. Obviously, tell us a little bit about how that process works because you’ll gain some information and insight from your client and then be able to give them some options that you think are best for their budget, for the warranty, for their business. Talk to that too because, you know, some people come and say, I want XYZ equipment, and it’s a hundred thousand dollars. And your initial question to them is, will that make you more money in your business? So I love how you come at it from a coaching perspective. Right. Can you speak to that a little bit?
Yeah, absolutely. You know, when I first start talking to somebody about ultrasound equipment, I just want to know what’s your focus? Because I know from having a mobile ultrasound business and being around it that, I mean, your goal should to be able to do all modalities. Right. If you’re a sonographer, you’re trained in something. Yeah. And if you’re not trained in echo, for example, the idea of hiring an echo tech is kind of scary or the unknown. I like to know what modalities you are going to focus on right now. That gives me a direction on, you know, the type of equipment, like to know your idea of budget you might not know, but gives me an idea. And then one of the questions I ask is, how are you going to finance it?
You know, have you thought about that? As you’re starting your own business, these are like questions as a business owner that hat you have to put on. Right? Cost, you know, what’s, what’s my return on this investment going to be? What are my capabilities? Things like that. So I like to get to know their vision and personal thoughts on it. Instead of just saying, Hey, here you go. This is the price. Let me know if you’re interested. I think that’s just one; that’s not me. Right. Two, our approach is different because we’re not here just to sell you a piece of equipment or provide that for you. We’re here to help you build your business, your dream. You know, because doing this alone is very scary.
It is. Absolutely. That’s my favorite part about our business coaching division. I’m in that every day, and that’s one of my favorite things because, when we started, we didn’t know what we were doing. We had a good plan put in place, we thought, but when you don’t utilize someone who’s coaching you through a process, no matter what it is, no matter what type of business you’re starting, you are, in essence, making it up as you go. The benefit of working with somebody who’s going to coach you through all of these parts of the process is that you don’t have to go it alone. And you can have somebody who’s been there and understands, you know, the steps in the process. So that’s one of the things I love about having clients work with you on that and really feel like they’re getting coached through that process. The other thing I love, Beau, is that you don’t give them ten pieces of equipment to choose from, and that’s your job, as kind of the equipment coach is to say, you’ve got all these questions, and now in my expert opinion, this is likely what you need. That way, they’re not fumbling through it. I know I can’t make a decision if somebody gives me the option of 10 different things. Right.
Right. We’ve done the homework. Yes. So, as I mentioned, the clients that we work with they’ve scanned on a lot of different types of systems. They’re smart; they know what they want. It’s our job to introduce a system if they’re not familiar with it, and let them know the benefits of it.
I love that. I know one of the other questions that I got a lot is, are there good options for used equipment, or should people buy new equipment? What are your thoughts and your insight on new versus used? I know you’ve already talked about warranty and those types of things. Give us some insight there.
Right. You know, I’ll circle back to the warranty because because I think that’s huge. But the prices of systems have come down quite a bit. When I first started getting into ultrasound systems and selling them, a used piece of equipment was, you know, it could be $10,000, $15,000, cheaper, even $5,000. Now, many times, if you compare apples to apples, you’re not maybe a couple thousand dollars in savings. Right. But, here’s the kicker with the new pieces of equipment, you’re getting a five-year warranty. Yeah. And you know, that’s parts and service. A lot of times, there’s a loaner program involved that we implement. So it eliminates that downtime. And the other important aspect of that warranty is it also covers transducers for five years. And it’s not a repair. It’s not: Hey, send your probe in, and we’ll repair it. It’s just a replacement so you can move on with your business. And I think that is why new equipment has taken off.
You can probably find some good deals out there for used. You know, if I have a customer or client that wants used, we’ll help them out as best as we can. But, you know, there are pros and cons.
Yeah, sure. Absolutely. What’s the warranty situation usually just in general on used equipment? How does that work?
Yeah, so used equipment, typically six months to one year.
So that’s the big difference. So I’m glad you brought that up. Yeah. I forgot to mention that.
Yeah. And then what could people do after that warranty time is over, or can they purchase extended warranties? What’s your suggestion there? Because I know a lot of times. Five-year warranty sounds amazing. So what do they do on year six? Right. What’s your thought there? What should they do? Should they invest in an extended warranty? What does that usually cover?
Yeah, there are options for extended warranties. It’s not a set price. Yeah. They look at the year that the system was purchased. So typically, I tell people if you have a system that’s getting close to the end of the warranty, about six months, we want to probably start putting a pricing together to cover the system. Because they have, you know, CPU boards that could go out, you know, be over a thousand dollars. But they don’t want the transducers covered. You know, typically, we want that system back so we can evaluate it, and make sure there are no dropouts in the transducers systems running fine. And then we can add an extended warranty. And usually, extended warranties are just for a year.
Okay. Well, that’s great to know too. I mean, that makes total sense. Before your warranty is up, let’s double-check and ensure you don’t need anything. Right, right. During the warranty. I’m glad you brought that up because I wouldn’t have necessarily thought of that. See, this is why we have you on the podcast. This is why I’ve been trying for so long to get you over here. This actually segues into another question I often got: How long does the equipment last? People are thinking, okay, I’ve got a five-year warranty. Like, is it a piece of crap after five years? Do I need to replace it?
Tell us about that.
You know, medical equipment is a lot different than consumer-grade stuff. You know, obviously the manufacturers, you know, they have an agenda; they want to sell new equipment. So they’re redesigning, adding features just like any manufacturer cars, you know, they want you to buy the newest and greatest model. As a business owner, you need to take a look at your equipment, and if it’s running fine, you’re not missing anything. You’re still making money off of it getting reimbursed, and you’re doing the upkeep of the systems. Some of those things can last ten years.
So, I have some clients that with some Mindray M7’s, which are great systems that are 2011 systems, and they’re running great. Exactly. You know, the only thing you had to pay attention to is when is the manufacturer’s end of life. Right. So that basically means that there’s no more R and D, there’s no more software upgrades. They’ll still manufacture parts if something happens to it, you can get it fixed. But yeah, I have several clients with Mindray M7’s out there that over ten years old, and they’re doing just fine.
I loved the analogy you’ve said to me before about the hammer. You have to share that with people.
It’s a good one.
Well, it makes so much sense because, you know, sometimes we think, okay, we need new, new, new, Right. To be on top of our game.
It’s just like if you go into like Lowe’s or Home Depot and you walk in, you see all these tools, right? And if you ever go to the section, you see these hammers, and these hammers are all fancy designs. Right? It’s not going to hammer any better than maybe the hammer your dad left you. It’s still going to hammer something. So it just depends on what you need, and the capabilities. I mean, if you’re starting to get into a certain modality or service that your system’s not capable of, you can make that decision. But I think as a business owner, and you’re moving through equipment, it’ll come organically when you think you need equipment.
Right. Yeah. That’s such a good point because before you start your business and before you buy your ultrasound equipment, those are the questions that you have. And then as you get in it and things are running smoothly, and your 2011 machine is still kicking out awesome images, and your radiologists are happy, and your physician clients are happy, and you’re making money, and you’re no longer paying on that system because you’ve had it for so long. It becomes a little bit difficult to be like, I think I do need to buy something new. I know we always get ourselves in that situation like, do we need to get new equipment? Our techs will be like, oh yes, absolutely.
Right. Yeah. They’re the first ones that want to jump on a new piece of equipment. And your radiologist and cardiologist will tell you too, if the image is just not cutting it, you know, if you’re not cutting and pasting your notes and actually looking at the images, they’ll let you know. I don’t know if that’s a good joke or not.
No, not; I hope we don’t have any radiologists or cardiologists listening. We think you’re amazing, and we know you don’t do that as a site nurse.
Definitely not. Definitely.
This is why it’s taken him so long. We were afraid he was going to be inappropriate on the podcast. I love this. Beau I think this is, you know, the main questions I got; it was a lot of the questions that we got from people, and I want to thank everybody who responded because this is how we create this content. We want to, Beau and I, want to be that go-to place for everyone thinking of starting a business. Those people in business just need this content and information, it’s so hard to find just by Googling stuff. And so having the opportunity to be able to really explain how all of these processes work, especially for those that haven’t started their business yet and really want to feel like they’re making an educated decision as they get in. Oh, I happened to think of one more, and again, I’m going off the rails here.
One more question because I know a question I get a lot, and I do talk about this in our entry-level course. So our Business Blueprint course where we’re figuring out what our revenue potential is for our business, what our average startup costs and then our average monthly business expenses are going to be. Do you have, and I, of course, know the cost for equipment is going to depend on people’s credit, right? If they’re getting financing, it’s going to depend on the equipment that they get, how many transducers and all that. But could you give people an idea of what you usually see if someone is getting some type of financing? So, not just paying out cash out for that or like getting it through like their own HELOC loan or something. What do they usually see as a monthly payment for the equipment for their finance term?
I don’t see those numbers once a client is working with leasing. Right. Because we remove ourselves because they get into personal finances and things like that, but based on the type of equipment, let’s say everything’s perfect; I’ll just throw out a number, maybe, $25,000. You’re probably in between $500 to $850 a month on that. I mean, don’t quote me on that; it’s just a range. Everybody’s credit story is different.
Yeah, absolutely. But I love having that just as an idea because I think it’s just like anything, if something is brand new to you, if I’m coming in trying to purchase something I’ve never bought before in my entire life, I don’t know if it’s $1 or $2 billion. So having people with that idea that it’s going to be around this range so that as they’re coming up with, what are my average expenses going to be and all of that. Because as we know, when you’re starting your business, you need to have those numbers figured out ahead of time to know if you need capital to start your business to know how much you’re taking out of your savings if you’ve been saving up for your business. So that’s super helpful even though it’s a range. I wanted to give people an idea because, a lot of times, they have no idea at all what that would be.
And that circles back to what you were talking about the very first question about when I should purchase my equipment, and most of the time we want to make sure that you have a contract secured or pretty close to it. So you’re generating some revenue into your business before you make that big purchase.
Yeah, because if you’re doing the mobile ultrasound fee for service business model like we talked about, you don’t need your ultrasound machine sitting in your spare bedroom paying $500 a month on it or whatever it is, for three months while you’re getting your business going.
You’re not making any money scanning your kids or your wife or husband. Right. No partner. Yeah.
So, no, and maybe that’s a decision, everybody makes their own business decisions, but from us as business coaches, that makes the most sense. Now, you know, we have people that purchase it early because of multiple scenarios, but in general, it makes the most sense to wait until you’re ready to start that first account. And really it’s, the reason I talk about this a lot is, you know, when people are thinking about starting a mobile ultrasound business, and billing insurance directly, it really does make the most sense to start out with that fee for service model because you are not going to be able to utilize the equipment and get paid from insurance until they actually credential you. I won’t go into all of that with you guys on this podcast becauseI, I talk about it a lot in other places that you can reference, but it makes the most business sense.
And that’s one of the things that I know I love giving as much information to people. Because a lot of times when we first come into our own business, we’re coming at it, not with a CEO hat on. Right. We’re coming at it from an employee mindset because that’s what we all are before we’re actually business owners. And so to really start to think things through from a business owner’s perspective, how am I going to be the best steward of my company’s money? What makes the most sense as I’m looking at purchasing those bigger pieces of the pie. Right. That’s really in mobile ultrasound; really our big biggest expense is the equipment initially.
Right? Correct. I’ve worked with several clients that wanted their equipment before they had the contract secured, and one thing that they were doing that is not a bad idea, they were doing basically like live demos for physician’s offices. So they would tell the physician’s office: Hey, schedule two or three of your patients for these types of ultrasounds, we’ll come in, we’ll show you our process, and you know, they would pay for the read feed. And it would be probably the same amount as if you were doing a big lunch. So they could show the office and the physician: hey here’s our process, this is why you need to hire us. And that’s been pretty effective.
Yeah, absolutely. It’s definitely something I recommend to our clients once they have the machine. And so you’re right, I know you’ve worked with clients in the past that have wanted to get it early for those specific reasons, and that’s, an option for them. It’s figuring out because everyone’s finances are going to be different as well. If they can afford to have that make sense for them in their business startup phase, then that’s wonderful. Just remember that we want revenue coming in to cover our business expenses as soon as possible so that we’re not the ones paying out of pocket, you know, as the business owner.
Absolutely. Our stuff.
Oh, I think this really wraps it up. I feel like we’ve had a great conversation. Is there anything you want to add?
No, I appreciate it, and yeah, I apologize if my voice was a little cracky at the beginning, you know. I don’t do great at these types of things.
You did a wonderful job. Do you want to be on the next podcast? We’ll come up with a different topic for you to talk about
Have your people contact my people, and we’ll see if we can make that happen.
Sounds like a plan. Okay, guys, this was so much fun for me. I hope it was fun for Beau. I have mentioned before that Beau works closely with our business coaching clients, but you don’t have to be a coaching client to work with Beau. So we’re going to make sure that you guys have his contact information. We’ll put it in the podcast description, and then we always link our podcast over on website as well. If you guys go up to the menu, you’ll see a podcast link. We’ll make sure to have his contact information there as well. Our web address again is www.aic-ultrasound.com. So go check that out. Beau, thank you so much.
Oh, thank you. I look forward to working with people on their equipment. You know, even people, our clients, if they work in a facility or a hospital, they can contact us, contact me as well, and go that direction. I really appreciate it.
Absolutely. All right, you guys, we’ll be back with the next podcast episode. Thanks, Beau.
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Welcome to the Talking Tech podcast, where we answer your questions about legal, marketing, admin, sales, and so much more. After nearly 20 years in the industry running our own mobile ultrasound business and helping techs across the country do the same, I'm so excited to bring you industry insight, mindset, productivity, business tips, and inspiration to help you design the business of your dreams.
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