There’s something magical about starting from the ground up. It’s a concept that resonates with anyone who has ever had a big idea but lacked the resources to turn it into a reality. For Brigham Dallas, the founder of Hello Sugar, it wasn’t a deep passion for waxing that sparked his business; it was numbers, strategy, and a bit of curiosity that led him to create one of the fastest-growing franchises in the personal care industry.
As someone who interviews entrepreneurs regularly, I’ve come to realize that successful founders share common traits: adaptability, resilience, and the willingness to start small and scale smart. Today, I want to share two crucial lessons from my conversation with Brigham that you can apply to your entrepreneurial journey.
Bootstrap and Scale Smart
Brigham didn’t have a background in waxing, but he did have a knack for numbers and strategy. Coming from a digital advertising background, he wasn’t afraid to dive into an industry he knew little about. “I wasn’t passionate about waxing,” he confessed. “The first time I got waxed, I thought, ‘Why would anyone ever do this?’” But he saw an opportunity, and that’s the critical part. A friend casually mentioned making six figures from waxing, and that piqued his interest. His entrepreneurial mind began calculating margins and potential profits, leading him to start Hello Sugar.
Instead of diving headfirst into debt with expensive leases and high overhead costs, Brigham started small. “I didn’t have a ton of money at the time,” he said, “so I bootstrapped it.” He used a relationship with a plastic surgeon to rent space in a back room, leveraging existing infrastructure to keep costs low while proving the business model. He knew that margins were key, and he understood how to maximize them early on.
Key Takeaways from Our Discussion:
- Start small, prove the concept: Don’t overspend at the start. Brigham started with a minimal investment to prove the concept before expanding.
- Leverage relationships and existing resources: He didn’t need to build a fancy salon right away. He used what was available and saved money upfront.
- Focus on margins: Understanding your numbers and knowing how to maximize margins is crucial, especially in the early days.
Franchise with Purpose, Not Just for Growth
After five years of building his business, Brigham decided to franchise Hello Sugar. But franchising wasn’t just a way to grow; it was an opportunity to help others build their own businesses. “I was teaching at a university, helping people start businesses through advertising,” he said. “That was my calling—helping people start something.”
Franchising is a beast in its own right, with legal complexities, financial risks, and operational challenges. Brigham didn’t sugarcoat the difficulties. “Franchising your business is like a one in a thousand chance that it’s successful,” he admitted. Yet, he navigated those hurdles by maintaining a sharp focus on creating systems and scaling smartly. He didn’t overextend himself by opening too many locations too quickly or hiring unqualified franchisees. In fact, he started by offering franchises to people he trusted within his own network, a strategy that kept quality control high and risk lower.
What I Learned from His Experience:
- Franchising is about creating opportunities for others: Brigham’s passion for teaching and helping others was a significant factor in his decision to franchise.
- Don’t rush growth: He didn’t push too many locations at once, which allowed him to maintain quality control and focus on profitability.
- Select your franchisees carefully: He wasn’t afraid to turn down people who weren’t a good fit for his company, even when they had the money to invest. He valued relationships and trust more than immediate financial gain.
Reflections from the Interview
Throughout the interview, Brigham’s story resonated with some fundamental truths about entrepreneurship. His journey wasn’t about chasing quick wins; it was about building something sustainable, starting small, and growing smart. Here’s what I took away from our conversation:
Here’s What I’m Taking Away:
- Be adaptable: Brigham entered an industry he knew nothing about but adapted quickly by focusing on the numbers and building a business model that made sense.
- Start small and scale strategically: Don’t be afraid to begin with minimal investment. Prove your concept first, then scale when the time is right.
- Put systems in place early: Brigham built systems that allowed his business to grow sustainably. Whether you plan to franchise or not, creating scalable processes is essential.
- Don’t hire based on image—hire on function: Brigham learned that customers valued comfort and trust over appearances. “Hire people that make your clients feel good,” he advised. This lesson extends beyond aesthetics—focus on the quality of service.
- Franchise with integrity: He could have sold franchises to anyone with the money, but he chose to franchise with people he trusted. This long-term mindset contributed to the brand’s success.
Final Thoughts
Brigham’s story is a masterclass in smart entrepreneurship. He didn’t have millions to start with, but he had a sharp understanding of margins, a willingness to test ideas, and the patience to grow at a sustainable pace. His journey from bootstrapping a single waxing room to running 79 franchise locations (and counting) is a testament to the power of starting small, building systems, and scaling with purpose.
For anyone reading this who’s thinking about starting a business—whether it’s a side hustle or a full-time venture—the key is to start. Test your idea, build systems, and don’t be afraid to start small. Growth will come if you stay focused on delivering value and keep refining your process along the way.
CONNECT WITH BRIGHAM DALLAS:
Website: https://www.hellosugar.salon/