Fame Host (https://fame.so) Made Locally https://podcasts.fame.so/made-locally https://feeds.fame.so/made-locally Made Locally is for the entrepreneurs building amazing local businesses. The owners, operators, and founders grinding every day to create something important to their communities. Made Locally is produced by Keystone and hosted by Rahul Jaswa. Each episode explores the stories, tools, and strategies that successful local businesses have used to acquire customers, build strong local brands, and grow rapidly and profitably. No theory. No fluff. Just practical insights and best practices from entrepreneurs that have been in the trenches. From the best online marketing strategies to systems and protocols that improve retention, from hiring the right talent to automating the most painful and mundane parts of your business, this is your playbook for growth. You’ll hear real stories, honest lessons, and proven strategies from operators who’ve been in your shoes and done it right. If you’re trying to get more customers, make smarter decisions, and build a business that lasts, this podcast is your unfair advantage. Copyrights © 2026 All Rights Reserved by Keystone en Tue, 28 Apr 2026 09:57:55 +0000 Tue, 21 Jul 2026 13:28:15 +0000 https://content.fameapp.so/uploads/yx12kvnq/8aea7580-42e7-11f1-a8fd-f985dd7eb995/8aea76a0-42e7-11f1-8e4d-09a5b81691dc.jpg Made Locally https://podcasts.fame.so/made-locally Made Locally is for the entrepreneurs building amazing local businesses. The owners, operators, and founders grinding every day to create something important to their communities. Made Locally is produced by Keystone and hosted by Rahul Jaswa. Each episode explores the stories, tools, and strategies that successful local businesses have used to acquire customers, build strong local brands, and grow rapidly and profitably. No theory. No fluff. Just practical insights and best practices from entrepreneurs that have been in the trenches. From the best online marketing strategies to systems and protocols that improve retention, from hiring the right talent to automating the most painful and mundane parts of your business, this is your playbook for growth. You’ll hear real stories, honest lessons, and proven strategies from operators who’ve been in your shoes and done it right. If you’re trying to get more customers, make smarter decisions, and build a business that lasts, this podcast is your unfair advantage. Keystone Made Locally is for the entrepreneurs building amazing local businesses. The owners, operators, and founders grinding every day to create something important to their communities. Made Locally is produced by Keystone and hosted by Rahul Jaswa. Each episode explores the stories, tools, and strategies that successful local businesses have used to acquire customers, build strong local brands, and grow rapidly and profitably. No theory. No fluff. Just practical insights and best practices from entrepreneurs that have been in the trenches. From the best online marketing strategies to systems and protocols that improve retention, from hiring the right talent to automating the most painful and mundane parts of your business, this is your playbook for growth. You’ll hear real stories, honest lessons, and proven strategies from operators who’ve been in your shoes and done it right. If you’re trying to get more customers, make smarter decisions, and build a business that lasts, this podcast is your unfair advantage. No No episodic Keystone Made Locally is for the entrepreneurs building amazing local businesses. The owners, operators, and founders grinding every day to create something important to their communities. Made Locally is produced by Keystone and hosted by Rahul Jaswa. Each episode explores the stories, tools, and strategies that successful local businesses have used to acquire customers, build strong local brands, and grow rapidly and profitably. No theory. No fluff. Just practical insights and best practices from entrepreneurs that have been in the trenches. From the best online marketing strategies to systems and protocols that improve retention, from hiring the right talent to automating the most painful and mundane parts of your business, this is your playbook for growth. You’ll hear real stories, honest lessons, and proven strategies from operators who’ve been in your shoes and done it right. If you’re trying to get more customers, make smarter decisions, and build a business that lasts, this podcast is your unfair advantage. Made Locally is for the entrepreneurs building amazing local businesses. The owners, operators, and founders grinding every day to create something important to their communities. Made Locally is produced by Keystone and hosted by Rahul Jaswa. Each episode explores the stories, tools, and strategies that successful local businesses have used to acquire customers, build strong local brands, and grow rapidly and profitably. No theory. No fluff. Just practical insights and best practices from entrepreneurs that have been in the trenches. From the best online marketing strategies to systems and protocols that improve retention, from hiring the right talent to automating the most painful and mundane parts of your business, this is your playbook for growth. You’ll hear real stories, honest lessons, and proven strategies from operators who’ve been in your shoes and done it right. If you’re trying to get more customers, make smarter decisions, and build a business that lasts, this podcast is your unfair advantage. Rahul Jaswa team@fame.so No No No Pivot, Don't Panic: Growing a Restaurant Into a Multi-Channel Brand https://podcasts.fame.so/e/182rj9y8-pivot-don-t-panic-growing-a-restaurant-into-a-multi-channel-brand Pivot, Don't Panic: Growing a Restaurant Into a Multi-Channel Brand 6 No No 209928j0 What if scaling your business meant changing almost everything except your mission? In this episode of Made Locally, host Rahul Jaswa sits down with Maiko Kyogoku, founder of Bessou, to unpack how she evolved a neighborhood Japanese restaurant into a growing multi-channel food brand spanning fast-casual dining, airport retail, and packaged consumer products. From navigating seasonal demand and pandemic challenges to licensing her concept for future expansion, Maiko shares the mindset, systems, and strategic pivots that allowed her business to keep growing without losing its identity.
What if the key to building a resilient business isn't sticking to your original plan, but knowing when to reinvent it? In this episode of Made Locally, host Rahul Jaswa sits down with Maiko Kyogoku, founder of Bessou, to explore how she transformed a single Japanese restaurant into a diversified food brand by staying committed to her mission while continuously adapting her business model.


Growing up as the daughter of Japanese immigrants in New York, Maiko always believed food had the power to create belonging. That philosophy became the foundation of Bessou, originally launched as a neighborhood restaurant serving comforting Japanese home cooking. But as customer behavior, locations, and market conditions changed, Maiko realized that serving her mission sometimes meant changing the format rather than protecting the original concept.


Throughout the conversation, Maiko shares the real challenges behind building a hospitality business, from navigating the uncertainty of seasonal locations and difficult landlord negotiations to recognizing when a business model no longer fits its environment. She explains how experimentation led to unexpected opportunities, including launching packaged popcorn products, expanding into national retail, and opening licensed locations in major transportation hubs like JFK Airport.


This episode offers valuable lessons for any entrepreneur navigating growth, change, or uncertainty, proving that resilience comes from staying true to your mission while remaining flexible in how you deliver it.


What You'll Learn:

  • How to recognize when your business model needs to evolve without abandoning your mission
  • How seasonal businesses can diversify revenue through new products and channels
  • The importance of adapting your concept to fit the location instead of forcing the same model everywhere
  • Why documenting processes becomes essential as you scale
  • How to evaluate partnerships and commercial real estate decisions strategically
  • The role experimentation plays in discovering new revenue streams
  • Why strong brand identity matters more than sticking to one business format
  • How to scale through licensing without taking on the operational burden of every location
  • The importance of resilience, adaptability, and long-term thinking in entrepreneurship
  • How mission-driven businesses can grow across multiple channels while maintaining authenticity


Maiko Kyogoku is the founder of Bessou, a Japanese food brand built around the belief that authentic home-style Japanese cooking can create comfort, connection, and a sense of belonging wherever people are. What began in 2016 as a neighborhood restaurant in Downtown Manhattan has since evolved into a multi-channel brand that includes a fast-casual concept at Pier 57, an upcoming location at JFK Terminal 4, and a growing line of packaged pantry goods and snacks sold in retailers across the United States.


Raised in New York by Japanese immigrant parents, Maiko developed a deep appreciation for the role food plays in preserving culture while bringing people together across different backgrounds. Before founding Bessou, she built her experience across hospitality, luxury, and creative industries, working with Thompson Hotels, renowned contemporary artist Takashi Murakami, and Chef Daniel Boulud's acclaimed restaurant group. Today, she combines that diverse background with operational discipline and thoughtful brand building to create food businesses that evolve with changing markets while remaining grounded in their original purpose.


If you enjoyed this episode, make sure to subscribe, rate, and review the show on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.



Made Locally is handcrafted by our friends over at: fame.so
 
Check out our three most downloaded episodes:
  • Why Your Ads Aren’t the Problem - Your Follow-Up Is
  • From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses
  • Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection

]]> Thu, 09 Jul 2026 13:00:00 +0000 Keystone Keystone 2402 What if scaling your business meant changing almost everything except your mission? In this episode of Made Locally, host Rahul Jaswa sits down with Maiko Kyogoku, founder of Bessou, to unpack how she evolved a neighborhood Japanese restaurant into a growing multi-channel food brand spanning fast-casual dining, airport retail, and packaged consumer products. From navigating seasonal demand and pandemic challenges to licensing her concept for future expansion, Maiko shares the mindset, systems, and strategic pivots that allowed her business to keep growing without losing its identity. What if scaling your business meant changing almost everything except your mission? In this episode of Made Locally, host Rahul Jaswa sits down with Maiko Kyogoku, founder of Bessou, to unpack how she evolved a neighborhood Japanese restaurant into a growing multi-channel food brand spanning fast-casual dining, airport retail, and packaged consumer products. From navigating seasonal demand and pandemic challenges to licensing her concept for future expansion, Maiko shares the mindset, systems, and strategic pivots that allowed her business to keep growing without losing its identity. Japanese restaurant business, restaurant pivot strategy, local food business growth, multichannel restaurant expansion, Japanese comfort food brand, restaurant to retail business model, hospitality entrepreneurship, food business scaling, restaurant lease negotiation, food hall operations, fast casual restaurant concept, packaged goods business, co-packing manufacturing, restaurant staffing and culture, seasonal business challenges, Japanese home cooking, omotenashi hospitality No No Why Most Restaurants Fail and the Systems That Keep Them Alive https://podcasts.fame.so/e/vnwp6kx8-why-most-restaurants-fail-and-the-systems-that-keep-them-alive Why Most Restaurants Fail and the Systems That Keep Them Alive 5 No No 81x2pnl1 What if the difference between a restaurant that lasts ten years and one that disappears in three has nothing to do with the food? In this episode of Made Locally, host Rahul Jaswa sits down with Ryan Pernice, founder of R.O. Hospitality and owner of Table & Main and Osteria Mattone, to explore the operational systems, technology decisions, and leadership principles that create sustainable restaurant businesses. From inventory management and team building to scaling locations and staying relevant in a changing market, Ryan shares the practical realities behind long-term success in one of the toughest industries in business.
What if the secret to building a successful restaurant isn't culinary talent, but operational discipline? In this episode of Made Locally, host Rahul Jaswa sits down with Ryan Pernice, founder of R.O. Hospitality and owner-operator of Table & Main and Osteria Mattone, to unpack what it really takes to build restaurant businesses that thrive for decades rather than burn brightly and disappear.


Drawing on years of experience operating multiple acclaimed restaurants, Ryan explains why so many hospitality businesses struggle despite serving great food and generating strong customer demand. The difference, he argues, comes down to systems: inventory processes, food-cost controls, staffing structures, operating procedures, and leadership habits that quietly determine whether a restaurant can survive economic cycles, labor challenges, and shifting consumer preferences.


The conversation explores how operators should approach technology investments, why many restaurants adopt tools before they're ready to use them effectively, and how to evaluate whether a platform is solving a real problem or simply adding complexity.


Beyond operations, Ryan discusses the realities of modern restaurant marketing, why authenticity often outperforms polished campaigns, and how restaurants can use social media effectively without outsourcing their voice. Most importantly, he explains why longevity, not virality, should be the goal. The restaurants that endure aren't necessarily the trendiest or most talked about. They're the ones that consistently deliver great experiences year after year.


This episode offers a practical blueprint for building a hospitality business designed to last.


What You'll Learn:

  • Why operational systems matter more than great food when building a sustainable restaurant
  • The foundational processes every restaurant owner should master before scaling
  • How to evaluate technology investments and avoid unnecessary software expenses
  • Why your reservation platform is often your most important technology decision
  • How to scale from one location to multiple locations without losing control
  • Why trust and proximity matter when building leadership teams
  • The role landlords and strategic partners play in long-term success
  • How to use social media effectively without relying on expensive agencies or PR firms
  • Why authentic content often outperforms highly produced marketing
  • The importance of food costing, inventory management, and kitchen systems
  • Why consistency beats chasing trends and viral attention
  • The mindset required to build a hospitality brand that remains relevant for decades


Ryan Pernice is the founder of R.O. Hospitality and owner-operator of Table & Main and Osteria Mattone, two acclaimed restaurants in Roswell, Georgia. Throughout his career, Ryan has focused on building hospitality businesses that combine exceptional guest experiences with disciplined operational systems, long-term financial sustainability, and meaningful community impact.


As a restaurateur, he is deeply involved in every aspect of his businesses, from financial forecasting and kitchen design to team development, service standards, culinary direction, and brand strategy. Through R.O. Hospitality, Ryan also works alongside fellow restaurant operators to strengthen the foundational systems that support growth, including revenue forecasting, organizational structure, operational workflows, and hospitality execution.


If you enjoyed this episode, make sure to subscribe, rate, and review the show on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Episode Resources:



Made Locally is handcrafted by our friends over at: fame.so
 
Check out our three most downloaded episodes:
  • Why Your Ads Aren’t the Problem - Your Follow-Up Is
  • From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses
  • Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection

]]> Thu, 25 Jun 2026 13:00:00 +0000 Keystone Keystone 2481 What if the difference between a restaurant that lasts ten years and one that disappears in three has nothing to do with the food? In this episode of Made Locally, host Rahul Jaswa sits down with Ryan Pernice, founder of R.O. Hospitality and owner of Table & Main and Osteria Mattone, to explore the operational systems, technology decisions, and leadership principles that create sustainable restaurant businesses. From inventory management and team building to scaling locations and staying relevant in a changing market, Ryan shares the practical realities behind long-term success in one of the toughest industries in business. What if the difference between a restaurant that lasts ten years and one that disappears in three has nothing to do with the food? In this episode of Made Locally, host Rahul Jaswa sits down with Ryan Pernice, founder of R.O. Hospitality and owner of Table & Main and Osteria Mattone, to explore the operational systems, technology decisions, and leadership principles that create sustainable restaurant businesses. From inventory management and team building to scaling locations and staying relevant in a changing market, Ryan shares the practical realities behind long-term success in one of the toughest industries in business. Restaurant Business, Restaurant Management, Restaurant Operations, Restaurant Owner, Hospitality Industry, Hospitality Leadership, Restaurant Technology, Restaurant Marketing, Restaurant Systems, Food Cost Control, Inventory Management, Customer Experience, Restaurant Profitability, Scaling a Restaurant, Multi Location Business, Small Business Growth, Local Business Growth, Small Business Operations, Business Systems, Business Operations, Customer Acquisition, Leadership, Entrepreneurship, Local Business Owner, Business Growth Strategy, Small Business Success, Technology Adoption, Restaurant Scaling, Operational Excellence, Hospitality Business No No Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection https://podcasts.fame.so/e/lnqwzv2n-tea-ritual-and-reinvention-building-a-lifestyle-brand-rooted-in-healing-and-connection Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection 4 No No 81nvnrk1 What if the most powerful brands aren’t built around products at all, but around the feeling they create? In this episode of Made Locally, host Rajul Jaswa sits down with Zhena Muzyka, founder and master tea blender of Magic Hour, to unpack how she transformed decades of experience in fair trade tea, herbalism, and healing practices into a lifestyle brand centered around ritual, connection, and conscious living. From entrepreneurship and wellness to spirituality and purpose, Zhena explains why tea can become more than a beverage, it can become a catalyst for transformation.
What if the most powerful businesses aren’t built around products, but around rituals, meaning, and human connection? In this episode of Made Locally, host Rajul Jaswa sits down with Zhena Muzyka, founder and master tea blender of Magic Hour, to unpack her journey from pioneering the organic and fair trade tea movement to building a modern wellness lifestyle brand rooted in ancient healing traditions.


Drawing from more than 25 years in the tea industry, Zhena explains how tea ceremony, herbalism, aromatherapy, and conscious living became the foundation for a business designed not just to sell products, but to create transformation and emotional connection.


The conversation explores how modern consumers are searching for deeper meaning, ritual, and intentionality in everyday life and why brands that create experiences around those desires are building stronger communities and longer-lasting customer relationships.


Zhena also reflects on her personal journey as an entrepreneur, author, herbalist, and coach, sharing how her Roma heritage, global travels, and spiritual practices shaped both her philosophy and her business model. From sourcing ethically produced ingredients to creating products designed around emotional and energetic states, she discusses what it means to build a mission-driven company in today’s wellness economy.


This episode is a thoughtful exploration of entrepreneurship, healing, conscious branding, and the growing desire for products that nourish not just the body, but the mind and spirit as well.

What You’ll Learn:

  • Why modern consumers are craving ritual, connection, and intentional experiences
  • How tea ceremonies can create mindfulness, healing, and emotional grounding
  • The role of storytelling and emotional resonance in building a lifestyle brand
  • Why conscious sourcing and fair trade practices matter more than ever
  • How to turn personal philosophy and lived experience into a scalable business
  • The difference between selling products and creating transformation
  • How wellness brands can build deeper customer loyalty through meaning and ritual
  • Why slowing down can actually become a competitive advantage in modern business
  • How herbalism, aromatherapy, and ancient healing practices influence modern wellness
  • The importance of authenticity when building a mission-driven brand
  • How spirituality, creativity, and entrepreneurship can coexist in business
  • Why conscious living is becoming a larger part of consumer identity and purchasing behavior 

Zhena Muzyka is the founder and master tea blender of Magic Hour, a fast-growing lifestyle and wellness brand dedicated to connecting people through the ancient art of tea ceremony. A pioneer in the organic and fair trade tea movement, Zhena has spent more than 25 years sourcing and creating ethically produced, high-quality teas designed to inspire healing, mindfulness, and connection.


Beyond tea, Zhena is an herbalist, aromatherapist, author, coach, and wellness educator whose work blends ancient healing traditions with modern conscious living practices. Drawing inspiration from her Roma heritage, global travels, and training across multiple healing modalities, she has built a brand focused on transformation through ritual, herbs, storytelling, and intentional living.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.


Episode Resources:



Made Locally is handcrafted by our friends over at: fame.so
 
Check out our three most downloaded episodes:
  • Why Your Ads Aren’t the Problem - Your Follow-Up Is
  • From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses
  • Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection

]]> Thu, 11 Jun 2026 13:00:00 +0000 Keystone Keystone 2383 What if the most powerful brands aren’t built around products at all, but around the feeling they create? In this episode of Made Locally, host Rajul Jaswa sits down with Zhena Muzyka, founder and master tea blender of Magic Hour, to unpack how she transformed decades of experience in fair trade tea, herbalism, and healing practices into a lifestyle brand centered around ritual, connection, and conscious living. From entrepreneurship and wellness to spirituality and purpose, Zhena explains why tea can become more than a beverage, it can become a catalyst for transformation. What if the most powerful brands aren’t built around products at all, but around the feeling they create? In this episode of Made Locally, host Rajul Jaswa sits down with Zhena Muzyka, founder and master tea blender of Magic Hour, to unpack how she transformed decades of experience in fair trade tea, herbalism, and healing practices into a lifestyle brand centered around ritual, connection, and conscious living. From entrepreneurship and wellness to spirituality and purpose, Zhena explains why tea can become more than a beverage, it can become a catalyst for transformation. TeaCeremony, ConsciousLiving, WellnessBranding, FairTrade, OrganicTea, Herbalism, RitualDesign, MindfulLiving, LifestyleBrand, MissionDrivenBusiness, SpiritualEntrepreneurship, HolisticWellness, FounderJourney, PersonalTransformation, BrandStorytelling, PurposeDrivenBrand, DirectToConsumer, WellnessEntrepreneurship, WomenEntrepreneurs No No Why Your Ads Aren’t the Problem - Your Follow-Up Is https://podcasts.fame.so/e/2n6qjzr8-why-your-ads-aren-t-the-problem-your-follow-up-is Why Your Ads Aren’t the Problem - Your Follow-Up Is 3 No No j02r48v0 What if the reason your marketing isn’t working has nothing to do with your ads? In this episode of Made Locally, host Rajul Jaswa sits down with Lauren Petrullo, Founder and CMO of Mongoose Media, to unpack why most local businesses misunderstand marketing from the start. From building brand awareness on a $5/day budget to creating follow-up systems that actually convert leads into customers, Lauren shares the frameworks behind sustainable growth without wasting money chasing instant results.
What if your marketing problem isn’t your ad creative but the expectations you’ve attached to it? In this episode of Made Locally, host Rajul Jaswa sits down with Lauren Petrullo, Founder and CMO of Mongoose Media, to break down how local businesses can build scalable marketing systems without falling into the trap of expecting immediate ROI from every campaign.


Lauren explains why most businesses rush into lead generation before building any brand awareness, and why small-budget reach campaigns often outperform aggressive sales-focused ads in the early stages. She shares her philosophy that marketing should make your business impossible to ignore locally, becoming what she jokingly calls the “digital herpes of insurance.”


Lauren emphasizes that most failed campaigns aren’t caused by bad ads - they fail because businesses don’t respond quickly enough, nurture leads properly, or build systems for long-term customer relationships.


Finally, the episode explores the growing role of AI in marketing. Rather than using AI to replace human thinking, Lauren argues that businesses should use it as a strategic sparring partner to improve ideas, sharpen messaging, and increase effectiveness, not simply automate everything.

What You’ll Learn:

  • Why local businesses should prioritize brand awareness before lead generation
  • How to market effectively on a $5–$60/day budget without wasting money
  • Why boosting Facebook posts hurts more than it helps
  • The real role of an ad and why it’s not responsible for making the sale
  • How landing pages, CRM systems, texts, emails, and calls work together to drive conversions
  • Most businesses fail because of weak follow-up systems, not weak ads
  • How to test ad creatives properly using completely different concepts and angles
  • The importance of customer lifetime value when evaluating marketing ROI
  • Why grassroots marketing still works for local businesses like med spas, Pilates studios, and salons
  • How to use discounts and promotions strategically without damaging your brand
  • Why AI should make you more effective, not just more efficient
  • How to think about marketing as a long-term investment instead of a quick transaction

Lauren Petrullo is the founder and CMO of Mongoose Media, a performance marketing agency specializing in paid media, lifecycle marketing, AI systems, and conversion-focused growth strategies. With more than 13 years of experience, Lauren has helped multiple brands scale to over $1 million per month in revenue through a blend of data-driven strategy, creative execution, and marketing systems design.


A former innovation producer at The Walt Disney Company, Lauren is also a Meta Leaders Network member and serves on Meta’s Global Small Business Innovation Committee. Her work and insights have been featured in Forbes, Inc., Advertising Week, Fox, CBS, and more.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.


Made Locally is handcrafted by our friends over at: fame.so
 
Check out our three most downloaded episodes:
  • Why Your Ads Aren’t the Problem - Your Follow-Up Is
  • From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses
  • Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection

]]> Thu, 28 May 2026 13:00:00 +0000 Keystone Keystone 2873 What if the reason your marketing isn’t working has nothing to do with your ads? In this episode of Made Locally, host Rajul Jaswa sits down with Lauren Petrullo, Founder and CMO of Mongoose Media, to unpack why most local businesses misunderstand marketing from the start. From building brand awareness on a $5/day budget to creating follow-up systems that actually convert leads into customers, Lauren shares the frameworks behind sustainable growth without wasting money chasing instant results. What if the reason your marketing isn’t working has nothing to do with your ads? In this episode of Made Locally, host Rajul Jaswa sits down with Lauren Petrullo, Founder and CMO of Mongoose Media, to unpack why most local businesses misunderstand marketing from the start. From building brand awareness on a $5/day budget to creating follow-up systems that actually convert leads into customers, Lauren shares the frameworks behind sustainable growth without wasting money chasing instant results. No No From Corporate Burnout to $50K Months: Building a High-Ticket Wellness Business That Succeeds https://podcasts.fame.so/e/1np750v8-from-corporate-burnout-to-50k-months-building-a-high-ticket-wellness-business-that-succeeds From Corporate Burnout to $50K Months: Building a High-Ticket Wellness Business That Succeeds 2 No No z0r4jq30 What if your biggest growth problem isn’t marketing but who you’re attracting and how you’re pricing? In this episode of Made Locally, host Rajul Jaswa sits down with Kelly Lang, co-owner of Zivel Palm Coast, to unpack how he went from tech sales burnout to building a $50K/month performance and recovery studio. From discovering his unexpected ideal customer to using pricing as a filter for quality clients, Kelly shares the hard-earned lessons behind building a profitable, sustainable local business. What if your biggest growth problem isn’t marketing but who you’re attracting and how you’re pricing? In this episode of Made Locally, host Rajul Jaswa sits down with Kelly Lang, co-owner of Zivel Palm Coast, to unpack how he went from tech sales burnout to building a $50K/month performance and recovery studio. From discovering his unexpected ideal customer to using pricing as a filter for quality clients, Kelly shares the hard-earned lessons behind building a profitable, sustainable local business. 

Kelly shares the unfiltered reality of starting from zero - no clear customer profile, early marketing mistakes, and costly missteps like losing thousands to the wrong agency. One of his biggest breakthroughs came from realizing that his first customers weren’t his ideal market. Instead of gym-goers, his core audience became affluent, retired professionals with both time and disposable income.


This episode is a candid look at what it really takes to build a successful local service business, from early uncertainty to consistent profitability, without sacrificing culture, team well-being, or personal balance.

What You’ll Learn:

  • Why your first customers don’t define your true market and how to identify your ideal client
  • How pricing strategy filters for better customers and drives long-term profitability
  • Why capping offers and creating scarcity can increase willingness to pay
  • The risks of cheap marketing and how to build effective agency partnerships
  • How to transition from generic ads to high-intent, targeted customer acquisition
  • The importance of protecting your team from difficult customers and emotional burnout
  • How to build a sales process that removes guesswork and improves consistency
  • The operational habits that improve efficiency, margins, and customer experience
  • How to use data and AI to enhance customer insights and marketing performance
  • Why treating employees as well as customers is critical for sustainable growth
  • How to scale to $50K months while maintaining work-life balance

Kelly Lang is the co-owner of Zivel and a lifelong athlete, coach, and recovery advocate dedicated to helping people move, feel, and live better at every stage of life. A former Stanford gymnast and team captain, he later taught Ashtanga yoga and coached elite athletes in strength training and performance. After overcoming multiple shoulder surgeries and significant back injuries through intentional rehabilitation, Kelly now operates at full strength, shaping his commitment to non-pharmaceutical recovery. He is passionate about helping people move beyond pain, regain confidence in their bodies, and return to the activities that matter most. 


If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.


Episode Resources:

Made Locally is handcrafted by our friends over at: fame.so
 
Check out our three most downloaded episodes:
  • Why Your Ads Aren’t the Problem - Your Follow-Up Is
  • From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses
  • Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection

]]> Thu, 14 May 2026 13:00:00 +0000 Keystone Keystone 3036 What if your biggest growth problem isn’t marketing but who you’re attracting and how you’re pricing? In this episode of Made Locally, host Rajul Jaswa sits down with Kelly Lang, co-owner of Zivel Palm Coast, to unpack how he went from tech sales burnout to building a $50K/month performance and recovery studio. From discovering his unexpected ideal customer to using pricing as a filter for quality clients, Kelly shares the hard-earned lessons behind building a profitable, sustainable local business. What if your biggest growth problem isn’t marketing but who you’re attracting and how you’re pricing? In this episode of Made Locally, host Rajul Jaswa sits down with Kelly Lang, co-owner of Zivel Palm Coast, to unpack how he went from tech sales burnout to building a $50K/month performance and recovery studio. From discovering his unexpected ideal customer to using pricing as a filter for quality clients, Kelly shares the hard-earned lessons behind building a profitable, sustainable local business. Made Locally, Entrepreneurship, Career Transition, Startup Journey, Business Growth No No From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses https://podcasts.fame.so/e/xny74qrn-from-fully-booked-to-fully-independent-the-real-economics-of-solo-beauty-businesses From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses 1 No No l14r9821 What if the biggest obstacle holding back your income isn’t your skill but your pricing and positioning? In this episode of Made Locally, host Rajul Jaswa sits down with Jean-Michel Chalayer, founder of LeSalon and CEO of Jena, to break down the real economics of going solo in the beauty industry. From why most professionals undercharge to how just 100 loyal clients can fully book your schedule, he shares practical strategies to help you build a profitable, independent business without relying on platforms that eat into your margins. What if the biggest obstacle holding back your income isn’t your skill but your pricing and positioning? In this episode of Made Locally, host Rajul Jaswa sits down with Jean-Michel Chalayer, founder of LeSalon and CEO of Jena, to break down the real economics of going solo in the beauty industry. From why most professionals undercharge to how just 100 loyal clients can fully book your schedule, he shares practical strategies to help you build a profitable, independent business without relying on platforms that eat into your margins.

Jean-Michel shares lessons from building a £1M+ mobile beauty marketplace and explains why many professionals leave money on the table, often underpricing their services by as much as 50%. He reveals the simple math behind needing just 100 repeat clients to stay fully booked, along with the key levers for growth once capacity is reached: pricing, premium services, and operational efficiency.

This episode is a roadmap for beauty professionals who want more control, higher income, and long-term sustainability while avoiding the common pitfalls of going independent.

What You’ll Learn:

  • Why most beauty professionals should increase their prices by at least 50% and how to do it confidently
  • The “100 repeat customers” framework to achieve a fully booked schedule
  • Why pricing becomes your most powerful growth lever once demand is stable
  • The two essentials for premium positioning: personal brand and consistency
  • How to launch a beauty business with £500–£1,000 and no initial clients
  • The “model call” hack to generate content, testimonials, and your first paying customers
  • What the “admin tax” is and how it silently reduces your income
  • When and why to hire admin or social media support to unlock growth
  • Why “freedom” is the wrong reason to go solo and what mindset actually works
  • How to grow from £50k to £100k+ annually without hiring staff or opening new locations
  • A smarter way to do customer research by focusing on behavior, not opinions 

Jean-Michel Chalayer is the founder of Jena, an all-in-one software platform designed to help beauty, health, and wellness professionals run independent businesses with ease. He is also the founder of LeSalon, a leading premium at-home beauty service in London, and a Forbes 30 Under 30 honoree in Retail and E-Commerce.

With a background as a strategy consultant at Oliver Wyman and education from London Business School, Jean combines business strategy with deep industry insight. Through his work, he focuses on empowering solopreneurs to grow faster, increase profitability, and take control of their brand and operations without relying on traditional platforms.

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Episode Resources:

Made Locally is handcrafted by our friends over at: fame.so
 
Check out our three most downloaded episodes:
  • Why Your Ads Aren’t the Problem - Your Follow-Up Is
  • From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses
  • Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection

]]> Thu, 30 Apr 2026 13:00:00 +0000 Keystone Keystone 2737 What if the biggest obstacle holding back your income isn’t your skill but your pricing and positioning? In this episode of Made Locally, host Rajul Jaswa sits down with Jean-Michel Chalayer, founder of LeSalon and CEO of Jena, to break down the real economics of going solo in the beauty industry. From why most professionals undercharge to how just 100 loyal clients can fully book your schedule, he shares practical strategies to help you build a profitable, independent business without relying on platforms that eat into your margins. What if the biggest obstacle holding back your income isn’t your skill but your pricing and positioning? In this episode of Made Locally, host Rajul Jaswa sits down with Jean-Michel Chalayer, founder of LeSalon and CEO of Jena, to break down the real economics of going solo in the beauty industry. From why most professionals undercharge to how just 100 loyal clients can fully book your schedule, he shares practical strategies to help you build a profitable, independent business without relying on platforms that eat into your margins. No No Made Locally https://podcasts.fame.so/e/182r7k38-made-locally Made Locally 0 No No 2099nxz0 Made Locally is for the entrepreneurs building amazing local businesses. The owners, operators, and founders grinding every day to create something important to their communities. Made Locally is produced by Keystone and hosted by Rahul Jaswa. Each episode explores the stories, tools, and strategies that successful local businesses have used to acquire customers, build strong local brands, and grow rapidly and profitably. No theory. No fluff. Just practical insights and best practices from entrepreneurs that have been in the trenches. From the best online marketing strategies to systems and protocols that improve retention, from hiring the right talent to automating the most painful and mundane parts of your business, this is your playbook for growth. You’ll hear real stories, honest lessons, and proven strategies from operators who’ve been in your shoes and done it right. If you’re trying to get more customers, make smarter decisions, and build a business that lasts, this podcast is your unfair advantage. Made Locally is handcrafted by our friends over at: fame.so
 
Check out our three most downloaded episodes:
  • Why Your Ads Aren’t the Problem - Your Follow-Up Is
  • From Fully Booked to Fully Independent: The Real Economics of Solo Beauty Businesses
  • Tea, Ritual, and Reinvention: Building a Lifestyle Brand Rooted in Healing and Connection

]]> Tue, 28 Apr 2026 13:00:00 +0000 Keystone Keystone 56 Made Locally is for the entrepreneurs building amazing local businesses. The owners, operators, and founders grinding every day to create something important to their communities. Made Locally is produced by Keystone and hosted by Rahul Jaswa. Each episode explores the stories, tools, and strategies that successful local businesses have used to acquire customers, build strong local brands, and grow rapidly and profitably. No theory. No fluff. Just practical insights and best practices from entrepreneurs that have been in the trenches. From the best online marketing strategies to systems and protocols that improve retention, from hiring the right talent to automating the most painful and mundane parts of your business, this is your playbook for growth. You’ll hear real stories, honest lessons, and proven strategies from operators who’ve been in your shoes and done it right. If you’re trying to get more customers, make smarter decisions, and build a business that lasts, this podcast is your unfair advantage. Made Locally is for the entrepreneurs building amazing local businesses. The owners, operators, and founders grinding every day to create something important to their communities. Made Locally is produced by Keystone and hosted by Rahul Jaswa. Each episode explores the stories, tools, and strategies that successful local businesses have used to acquire customers, build strong local brands, and grow rapidly and profitably. No theory. No fluff. Just practical insights and best practices from entrepreneurs that have been in the trenches. From the best online marketing strategies to systems and protocols that improve retention, from hiring the right talent to automating the most painful and mundane parts of your business, this is your playbook for growth. You’ll hear real stories, honest lessons, and proven strategies from operators who’ve been in your shoes and done it right. If you’re trying to get more customers, make smarter decisions, and build a business that lasts, this podcast is your unfair advantage. No No