THURSDAY, OCT 8 · 10:15–10:45 AM PT · PALACE I · 30 MIN · DECK A
Store Level Execution: from report cards to real-time action
THE ROOM WALKS OUT BELIEVING
"My numbers can tell me what to do today, not just what happened last month."
You moderate. Jamie: why now. Anita: putting it to work. Felicia: making it a habit. Cruz's unit-economics film opens.
RUN OF SHOW
0:00
Film (2:35). Stand side stage; walk on as it ends.
2:35
Your open, about 1 min
3:30
Jamie, why now
6:00
Flyover, 4 beats, slow
13:00
Anita, 10-10-10, light preview
17:30
Felicia, making it stick
21:00
Audience questions
26:30
One takeaway each, 20 seconds
29:00
Your close and the 1:45 tease
YOUR WORDS
OPEN · WORD FOR WORD
"Good morning. What you just watched is the truth about running a location: the numbers have always been there. The question is how fast they reach you, and whether they come with a next step. [pause] A report tells you what happened. An action tells you what to do next. [pause 3s] I'm joined by three people who'll tell you why that matters, how to use it, and how to make it stick: Jamie Osborn, Anita Farrelly and Felicia Janovich. Save your questions; you'll get the floor near the end."
TO JAMIE
"Jamie, for years we've sent owners reports. Why is now the moment to move from reports to action?" Backup: "Why does the bottom line deserve more attention than it's had?"
INTO THE FLYOVER
"Top line pays the bills. Bottom line pays you. [pause] Let me show you what that looks like."
TO ANITA
"Anita, put this to work for us. If this were on your phone at 8 a.m., what's the first number you'd look at, and what would you do about it?" Then: "Walk us through 10-10-10." Backup: "Of clients, visits and ticket, which moves fastest?"
TO FELICIA
"Felicia, a report alone never made anyone a better owner. How does one action turn into a habit a team actually keeps?" Then: "If you could hold a team to one number, which would it be?"
CLOSE · ALWAYS AFTER THE LAST QUESTION
"One takeaway from each of you. [Jamie, Anita, Felicia] Thank you. Grab lunch. At 1:45, right here, you'll see where all of this lives." [walk off]
LINES TO LAND
"This is today. Not last month. Today."Flyover, beat 1
"You don't have to read the dashboard. It reads itself and hands you three things to do."Flyover, beat 4
"Top line pays the bills. Bottom line pays you."After Jamie
"Three small gains, multiplied, not added."After Anita's 10-10-10
LIGHT MOMENTS
Show of hands: "Who has ever opened a monthly report, nodded very seriously, and closed it?" Raise yours first. It gets a laugh and makes the point for you.
On the tool: "I'm from IT, so you'd expect me to ask you to love a spreadsheet. Good news: there isn't one."
QUOTES AND FACTS
"Lost time is never found again."
Benjamin Franklin, Poor Richard's Almanack, 1748
Use after "This is today. Not last month." A monthly report is lost time; a daily action isn't.
1.1 × 1.1 × 1.1 = 1.331
The 10-10-10 math, verified
Three 10% gains give +33.1%, not +30%. At 20% each it's +72.8%; at 30%, +119.7%. Anita owns the full reveal Friday, so you just confirm the math if asked.
Know the room, not for the stage
DRIPBaR locations only, September 2026 collected revenue
About two-thirds of locations collected under $40K that month, and 22% of locations produced 46% of revenue. Make every example work for a $30K month. Never say these numbers from the stage.
FLYOVER PATH · ANONYMOUS LOCATION
| Beat | Do | Say |
|---|---|---|
| 1. Profitable today? | Open the snapshot: revenue, cost, margin | "This is today. Not last month. Today." [pause 3s] |
| 2. What's driving it? | Sort services by margin, then the hour view | "Here's where the margin actually comes from. Every location has hours like these. Now you can see them." |
| 3. Ask your data | Type: "Which service made me the most money last week?" | "No report to build. You just ask." Let the answer land. |
| 4. What next? | Open the action center | "It doesn't just tell you. It hands the right person the next step." Then the dashboard line, then to Anita. |
IF THIS HAPPENS
- Tool stalls: nod to the booth for the silent backup; keep narrating the same beats.
- AI answer is slow: switch to the second tab where you already ran the question.
- "When can I get it?" "It's a feature coming to Drip Journey in the coming weeks." Never a date.
- "Where does the data come from?" "Straight from Zenoti, the same numbers you already trust."
- Cost: use the line you agree with Jamie.
- Running long: drop backup questions first, then shorten audience questions. The close always happens.
PRE-FLIGHT
- 9:30 huddle outside Palace I with Jamie, Anita, Felicia
- Laptop: full screen, zoom 125%, notifications off, hotspot ready
- Four tool screens preloaded on the anonymous location; question pre-run in a second tab
- Booth has the film, branded Deck A and the silent backup
- Water on the stool. Phone on silent.
THURSDAY, OCT 8 · 12:15–12:45 PM PT · LUNCH · DECK C
Zenoti at lunch: payroll, tips and your team, in one place
THE ROOM WALKS OUT BELIEVING
"Our partners keep getting better, and corporate knows how to put them to work for us."
You lead the flow and demo. Felicia frames it. Melody Thomas (Zenoti, GM MedSpa) is Zenoti's voice. Expect a thin, eating room: warm and short wins.
RUN OF SHOW
0:00
Felicia frames why integrations matter, about 2 min
2:00
Your open, then slides 2–5, about 6 min
8:00
Live demo, yours or Melody's, 8–10 min
18:00
Goals: hand to Felicia if she wants it
21:00
Close: thank Melody and Felicia, point to the Zenoti table, then 1:45
YOUR WORDS
OPEN
"Most owners I talk to don't love payroll day. [smile, pause] Today you'll see payroll, tips, time off and team goals living in one place, connected to the booking system you already use. Less admin for you. More visibility for your team."
INTO THE DEMO
"Most of you run one or two locations. Running them together in one submission is the clearest win here, so let's see it instead of describing it."
CLOSE
"Thank you, Melody, and thank you, Felicia. The Zenoti team is here all afternoon, so grab them with your questions. I'll see you at 1:45 in Palace I."
LINES TO LAND
"When your team can see exactly how they're paid, you spend less time explaining and more time leading."After the paystub
"Accountability, without anyone building a spreadsheet."Goals slide
LIGHT MOMENT
Opening: "It's lunch, so I'll keep this short. Shorter than your payroll run is about to be."
QUOTE
"Take care of associates and they'll take care of your customers."
Widely credited to J. Willard Marriott, founder of Marriott
Use on the "for providers" point: pay your team can understand is how you take care of them.
DEMO BEATS · DEMO DATA ONLY
- One payroll run across two locations, then an off-cycle run
- A provider's paystub with commission and tips per service, not a salaried example
- Same-day tips in myZen, including the Wallet
- Time off with a partial-day sick request and the manager's approval, then documents
IF THIS HAPPENS
- Zenoti demos it themselves: you guide the order and translate each screen into an owner's day.
- Questions about Zenoti pricing or contracts: "Melody's the best person for that one."
- FICA tip credit comes up: only if Zenoti has confirmed it for IV therapy, then one sentence and "take it to your CPA." Otherwise: "Zenoti is confirming the details; we'll follow up."
WATCH-OUTS
- Never preview the Owner Hub here. The 1:45 reveal depends on it being new.
- No real employee names or pay on screen.
- Every feature name confirmed by Zenoti before Thursday.
THURSDAY, OCT 8 · 1:45–3:50 BLOCK, YOUR CHAPTER SECOND · PALACE I · ~20 MIN (12-MIN CUT READY) · DECK B
The Owner Hub: your business, in one place
THE ROOM WALKS OUT BELIEVING
"Corporate heard us, built the tools, and nothing changes until I'm ready."
Jamie opens the block. You reveal the Owner Hub. Jason follows with Drip Journey, Anita with Drip Direct, Casey closes with Q&A (Felicia, or you and Jason, if his flight is late).
RUN OF SHOW
0:00
Walk on as Jamie finishes; short open
0:30
What owners asked for, show of hands, the drill quote
3:00
Launch film (~90 sec), then the reveal line
5:00
Five things you can do
6:00
Live demo, five beats
15:00
AI drafts, you approve; built with owners
17:30
How you get it: the promise
19:30
Handoff to Jason
12-minute cut: skip slides 3, 7 and 8; demo beats 1–3 only.
YOUR WORDS
OPEN · WORD FOR WORD
"Thank you, Jamie. Over the past few months we asked a lot of owners one simple question: what would make running your location easier? The answers were remarkably consistent. So instead of talking about them, I'm going to show you what we built." [pause 2s]
WHAT OWNERS ASKED FOR
"Quick show of hands. Who would like to change your own hours, or launch a weekend promotion, today, yourself? [wait] Keep that in mind. We heard three things. Control: let me make the change myself. Clarity: show me how I show up and what's working. Speed: when I need help, help me now."
REVEAL · AFTER THE FILM
"This is The DRIPBaR Owner Hub. [pause 3s, let them react] Your website, your search, your menu, your insights and your support. One login, every location you own, on your phone or your desktop. Built by corporate, for this network."
THE PROMISE
"At go-live, every owner gets an opt-in link. We onboard you as a group, we set you up, and there's a support team behind you. And most important: your current website stays exactly as it is until you choose to switch. [pause] Your location, your choice, your timing."
HANDOFF
"Alan Kay said the best way to predict the future is to invent it. That's what this network just did. The Owner Hub gets guests to your door. Jason is going to show you what happens once they walk through it. Jason." [walk off as he walks on]
LINES TO LAND
"Owners don't want software. They want booked chairs."After the Levitt quote
"It drafts. You approve. Nothing changes without you."Demo beat 2
"Your hours. Changed. By you."Demo beat 1
"Built with owners, not just for them."Slide 8
LIGHT MOMENT
After the show of hands: "Keep your hand up if you'd like to do it in your pajamas on a Sunday night. [beat] Good. You can."
QUOTES
"People don't want to buy a quarter-inch drill. They want a quarter-inch hole."
Theodore Levitt, Harvard Business School. He credited the line to Leo McGivena; it's widely taught as Levitt's.
Slide 3. Then: "Nobody here wants another piece of software. You want booked chairs."
"It's not a faith in technology. It's faith in people."
Steve Jobs, Rolling Stone interview, 1994
Slide 7: the AI never acts on its own; the owner stays in charge.
"The best way to predict the future is to invent it."
Alan Kay, Xerox PARC, 1971
Slide 10, the handoff.
FACTS YOU CAN SAY
- A founding group of owners has been inside the Owner Hub since September, with weekly working sessions.
- Editing hours and adding promotions are live in the production app.
- Go-live is around the end of October, by opt-in. Current sites stay untouched until each owner switches.
- One login covers every location an owner runs.
DEMO PATH · WHITE-LABELED LOCATION
| Beat | Do | Say |
|---|---|---|
| 1. Your site, your way | Preview a template with real content and prices; switch design; change Saturday hours and save | "That's your content, your prices, in a design our brand team made. Don't like it? One click." "Your hours. Changed. By you." |
| 2. Get found | Search score and Google preview; "Write it with AI"; read one line; approve | "This is how you show up on Google, right now." "It drafts. You approve." |
| 3. Your menu, your call | Services from Zenoti; toggle one off; member vs. retail side by side | "Straight from your booking system. You decide what shows." |
| 4. See what's working | Insights overview only | "Visitors, leads and bookings in one view. It fills in as each owner connects their accounts." |
| 5. Help, one tap away | Raise a request, show it tracked | "Ask once. Watch it move." |
Never click: publish, price edits, photo upload, reviews, rankings map, any admin view. No URL or login screen on the projector.
IF THIS HAPPENS
- "Who built it?" "Corporate built this stack, working with development partners we direct." Ed Martinez may push; same answer, warmly.
- "Isn't this just a new website?" "It includes a new website, but it's an owner operating platform: site, search, menu, insights and support in one place."
- "Will switching hurt my rankings?" or subdomain vs. subdirectory: use the answer agreed with Casey, or hand to him. Stacy (Edina) is likely to ask.
- Cost: the line you agree with Jamie. Contracts and vendors go to Casey.
- Demo stalls: nod to the booth for the silent backup; keep narrating.
- Casey calls time: switch to the 12-minute cut without comment.
WATCH-OUTS
- Never look back. Present what owners asked for and can now do. No old tools, no previous vendor, no "used to."
- No superlatives you can't prove: no "industry first," no "no one else has this."
- Slide 8 has no owner quote unless one arrived with consent; Vivian removes the card otherwise.
- Founding owners are pioneers, never locations that needed help.
PRE-FLIGHT · 1:30 PM
- Demo preloaded on the white-labeled location; AI draft pre-generated in a second tab
- Booth has the Owner Hub film, branded Deck B and the silent demo backup
- Handoff with Jason rehearsed Wednesday
- Casey's minute call confirmed: full or 12-minute cut
FRIDAY, OCT 9 · 10:00, 10:30, 11:00 AM PT · EMPERORS BALLROOM · 3 × 30 MIN · NO SCREEN
KPI round table: your digital front door
THE ROOM WALKS OUT BELIEVING
"I know which number to move first, who will move it, and when."
You rotate; the room stays put. Every owner also hears Anita (clients × visits × ticket) and Felicia (revenue and expense). Your job: the front door, where every client starts. Material: the printed "Your Digital Front Door" sheet.
RUN OF SHOW · SAME EVERY ROTATION
0:00
Hook: show of hands, then link to Anita
2:00
Set up: phones out, search your city + "IV therapy," logged out
4:00
Score the five lines, about 2 min each
14:00
Find the constraint: add up, circle the lowest
16:00
Commit: change, person, trigger, 30-day number
23:00
Tell a neighbor
26:00
Corporate asks to the flip chart
28:30
Close
YOUR WORDS
HOOK
"Show of hands: who has searched for your own location on your phone this month? [wait] Anita just showed you clients times visits times ticket. Every client walks through your digital front door first. Let's check yours."
SET UP
"Phones out. Search your city plus 'IV therapy,' logged out, the way a stranger would. Score what's true today, not what you're aiming for. A generous score gets you a useless answer."
THE FIVE PROMPTS
Findability: "Where do you show up?" First impression: "Open your page. Without scrolling, what does a first-timer see?" The ask: "Count what your page asks a guest to do." Path to booked: "Book yourself as a stranger. Count the taps." Capture and response: "Someone messages at 8 p.m. Saturday. Then what?"
CONSTRAINT
"Circle your lowest line. That's your constraint. Fixing anything else first just sends more people into the same gap."
CLOSE
"One change. One name. One moment in your week. [pause] The sheet is yours; take it with you, and photograph it so it lives on your phone. Your asks for corporate are on that flip chart, and they come home with me."
LINES TO LAND
"A deadline is a wish. A trigger is a plan."Before they write the trigger
"Every client walks through your digital front door first."Hook
LIGHT MOMENT
Before scoring: "This is the only quiz all week where nobody sees your score but you. So be brutally honest; I promise I'm not peeking."
QUOTE AND SCIENCE
"An hour lost at a bottleneck is an hour lost for the entire system."
Eliyahu M. Goldratt, The Goal, 1984
At the constraint step: why the lowest line matters most.
"When X happens, I will do Y."
Implementation intentions, Peter M. Gollwitzer's research (it's printed on side 2)
Plans tied to a specific trigger are followed through far more often than goals with only a deadline.
BRIDGE TO THURSDAY
- Findability → Owner Hub search score; first impression → site templates; the ask → page sections; capture → leads.
- "When your Owner Hub goes live, that's exactly where you fix it."
WATCH-OUTS
- Use Anita's words (clients, visits, ticket). Never a competing framework.
- Stand close; three groups share one room.
- Jamie's 5-minute warning lands around 25:00. Protect the commitment step.
- QR sign only if the scoring tool was tested Monday and stores nothing personal.
PRE-FLIGHT · 9:40 AM
- 60 sheets, pens, flip chart, markers
- Phone as timer
- Photograph every flip chart page before you leave. It's your follow-up list.
ALL SESSIONS · KEEP THIS ONE IN YOUR POCKET
Pocket Q&A
THE RULE
Same question, same answer, from everyone. If it isn't here, route it, don't improvise.
APPROVED ANSWERS
"Who built this?"
"Corporate built this stack, working with development partners we direct."
YOU
"Isn't this just a new website?"
"It includes a new website, but it's an owner operating platform: site, search, menu, insights and support in one place."
YOU
"When will my site change?"
"When you choose. At go-live you'll get an opt-in link. Your current site stays exactly as it is until you switch."
YOU
"Will what the founding owners built carry over?"
"Yes. Work done in the pilot carries forward at go-live."
YOU
"Will AI change my site without asking?"
"No. AI drafts, you approve. Some changes also need corporate sign-off, and the app shows which."
YOU
"Can I run all my locations in one place?"
"Yes. One login, every location you own."
YOU
"When can I get the profitability tool?"
"It's a feature coming to Drip Journey in the coming weeks."
YOU OR JASON · NEVER A DATE
"Who sees my data?"
"You see your locations. Corporate sees network health so we can support you."
YOU
"Subdomain or subdirectory? Will switching hurt my rankings?"
The answer agreed with Casey. Until then: "We're making that decision once, carefully, for the whole network. Nothing switches for you without your say."
CASEY · PENDING
"What does it cost?"
The line you agree with Jamie.
PENDING YOUR TALK WITH JAMIE
Vendor or contract questions
"Happy to take that one offline."
CASEY
A complaint about one location
"Let's sit down right after this and go through it together."
ANYONE · THEN MOVE ON
QUOTES NOT TO USE · THE ATTRIBUTION IS DISPUTED
Skip these even though you'll hear them all week: "What gets measured gets managed" (usually pinned on Peter Drucker, likely not his), "In God we trust; all others must bring data" (often credited to W. Edwards Deming, unverified), and "If you can't explain it simply, you don't understand it well enough" (credited to Einstein, no source). One wrong attribution costs more credibility than a great quote earns.
EVERYTHING TO KEEP AN EYE ON, BY DAY
The watch list
HOW TO USE IT
Tick items off as they close. Anything still open on Wednesday night gets a decision, not a hope.
Before you fly · Monday, Oct 5
- Pricing talk with Jamie. Casey had planned to mention a $650 tech fee in Q&A; your PRAP email told pilot owners the Owner Hub "costs nothing"; Jamie wants room for a paid analytics tier. Agree one line, then update Deck B's slide 9 notes and the Q&A card.
- Casey: confirm the subdomain answer, your minutes (full or 12-minute cut), and get his script.
- Cruz's team: Store Level film (2:35 max) and Owner Hub film (~90 sec) by 6:00 PM CT. Jamie signs off on the Owner Hub film.
- Zenoti: Melody's reply on who demos and any material by noon CT. Confirm feature names and the FICA tip credit for IV therapy. If nothing arrives, Felicia sends Deck C to Regan.
- Panel numbers: anything Jamie, Anita or Felicia plan to say, verified by noon CT.
- Demo setup: white-labeled Owner Hub location and anonymous profitability location ready.
- Silent backups (optional, recommended): record the profitability flyover and the Owner Hub demo, following the card paths.
- Friday QR tool: live and tested with one score, storing nothing personal, or dropped.
On arrival · Tuesday, Oct 6
- Regan, in person: off AV backup during 10:15, 12:15 and 1:45; fix your phone number on the itinerary ((262) 443-4135 should be (469) 826-6562) and your arrival date.
- John: advisory cadence only. Nothing about him or the transition reaches the stage.
- Deck A speaker notes: swap in the corrected notes (Cruz's 2:35 film, shorter Q&A) once Vivian's branded file is back.
- Solo dry run: both demos out loud, both films and backups played on your laptop.
Wednesday, Oct 7
- Tech check in Palace I: laptop input, clicker, film audio, backups cued.
- Rehearse the Owner Hub → Drip Journey handoff with Jason.
- Registration desk 1:00–5:00.
- Welcome reception: line up two founding owners as quiet advocates; find time with Nadege.
Thursday, Oct 8
- 9:30 panel huddle. 10:15 Store Level. 12:15 lunch. 1:30 preload. 1:45 Owner Hub.
- Nadege (Plantation), 15–20 min. Her Oct 17 event QR goes to "join the list," not booking, since she opens in December. Site by Oct 12, QR tested Oct 13, print files to her Oct 13.
- Awards dinner: AV backup only.
Friday, Oct 9
- Three rotations. Photograph every flip chart page before leaving.
- VIBE support through Sunday.
People and sensitivities
- Stacy Lemmer (Edina): likely to raise subdomain vs. subdirectory. Calm, agreed answer; offer to meet after.
- Ed Martinez: worked out who the developer is during the pilot. Same answer every time: corporate built this stack.
- Jason Jackson and John Marsh: friction over ad clients. Keep both topics off stage.
- The previous vendor: never referenced, never implied. Every pain point is presented as what owners asked for.
- Founding owners: pioneers who shaped the product, never a "struggling" list.
Rules that never bend
- 111+ locations is the only network size said. DRIPBaR data only, no Liquivida, no single store's revenue on screen.
- No dates for features still in development. No "free" until Jamie agrees the line.
- No vendor, developer or partner names. No unproven superlatives.
- Owner logins were sent by email in the pilot: never show a login screen or URL on the projector.
- "Consistent with," never "caused by."
After DBaM
- Turn Friday's flip chart asks into a follow-up list for owners.
- Owner Hub opt-in go-live around Oct 31; group onboarding scheduled.
- Nadege's event Oct 17.
- Profitability tool into Drip Journey in the coming weeks.