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The Profitability Cycle™
Finally achieve financial clarity and growth
Finally achieve financial clarity and growth
Get access to The DEO's proprietary coaching framework — the repeating operational system at the heart of every DEO coaching engagement, applied to every member at every stage of the Growth Ladder.
Why practice owners choose The DEO
50%
Higher profit margins
2x
Increased free time
5x
Return on your investment
But more importantly my net profits has gone from some months being in the red to now consistently being 15 to 20% more. And I have gone from working four days a week painfully to working three and a half days a week with an associate and more time off.
I’ve gone from practicing four to five days a week to not practicing at all for the past year. The biggest win has been the connections; having peers I can text anytime who understand the same challenges. That support helped us grow, realize we’re not alone, and build the confidence to keep expanding.
We are now at seven locations and $16 million. Every single one of these events I pull so many great things away from — I cannot put a tangible number on how much of that growth is attributed to DEO but certainly a chunk of it very much is.
What is The Profitability Cycle™?
The operating system behind every DEO success story
The operating system behind every DEO success story
Most dental practices grow by accident. They add revenue without a clear system for turning that revenue into consistent, compounding profit. The Profitability Cycle™ changes that. It is a proprietary five element framework developed from the inside of a $150M DSO and tested across 2,000+ coached practices, giving dental entrepreneurs a repeating, structured system for identifying the highest leverage improvements in their organization and executing them in a sequence that compounds over time. Every DEO coaching engagement starts with The Profitability Cycle™ and returns to it continuously, because profit is not a destination, it is a practice.
Ready to go from builder to board investor?
Let’s get you scheduled for a call to see how our coaches can help you grow.
Five elements. One system. Extraordinary results.
Five elements. One system. Extraordinary results.
The Profitability Cycle™ is built around five core elements that work together as a continuous, reinforcing system. Each element addresses a specific dimension of organizational performance, and when all five are firing together, the compounding impact on profitability is unlike anything a single initiative or one time fix can produce.
The foundation of everything. Before any other element of the cycle can be optimized, a dental entrepreneur needs a clear, accurate, and complete picture of their numbers — across every location, every month, without exception. Financial clarity is where every DEO coaching engagement begins and where the most significant early breakthroughs happen.
Growing the top line through production optimization, case acceptance improvement, marketing strategy, and patient flow — without simply adding more clinical hours from the owner. Revenue maximization addresses the question every dental entrepreneur eventually faces: how do I grow revenue beyond what I can personally produce?
The gap between what a dental practice produces and what it actually collects is one of the most common and most underdiagnosed profit leaks in the industry. Collections maximization closes that gap through billing system improvements, insurance process optimization, and financial coordination training that turns presented treatment into collected revenue.
Profitable growth is not just about generating more revenue — it is about keeping more of what you generate. Expense reduction focuses on allocating resources efficiently, eliminating waste, and optimizing overhead across every location so that every dollar of revenue works as hard as possible.
The most sophisticated financial systems and cleanest operational infrastructure will underperform without an aligned team to execute them. The DEO builds the leadership layer, accountability structures, and organizational culture that lets the owner lead from above — and implements the systems that make every improvement sustainable, so when something gets fixed it stays fixed and the team knows how to get it back on track without you.
The Profitability Cycle™
How DEO coaches apply the framework
How DEO coaches apply the framework
Every DEO coaching engagement is built around The Profitability Cycle™ — not as a one time diagnostic but as a continuous, repeating framework that drives every coaching conversation from the first session through every stage of the Growth Ladder.
Constraint Theory
Every session starts by identifying which element represents the biggest opportunity right now.
Tracking and Accountability
Progress is tracked as movement through The Profitability Stages™, from Launching Profits to Passive Profits.
Financial Clarity
The cycle deepens as you grow. What Financial Clarity looks like at $2M is fundamentally different from what it looks like at $50M.
Real practice owners. Real results.
DEO members don't just feel better about their businesses — they build fundamentally different ones. Here's what that looks like in practice.
Frequently asked questions
The Profitability Cycle™ is The DEO's proprietary coaching framework: a five element repeating system built around Financial Clarity, Revenue Maximization, Collections Maximization, Expense Reduction, and Team Alignment. It is the organizing framework for every DEO coaching engagement, applied directly to each member's numbers, team, and operational reality at every session. The framework was developed from the inside of a $150M DSO and has been tested and refined across 2,000+ coached practices representing $3.7 billion in annual revenue.
Every DEO coaching session is built around The Profitability Cycle™. Your coach identifies which element of the cycle represents the highest leverage opportunity in your organization right now, whether that is a financial clarity gap, a collections rate problem, an overhead issue, or a team alignment challenge, and builds a specific, prioritized action plan to address it. The cycle repeats continuously throughout the coaching relationship, with each pass through the five elements producing improvements at a more sophisticated level than the last.
The Profitability Cycle™ is the core coaching framework for all DEO coaching members, from High Producers at $1.2M through Board Investors at $100M and above. Builder stage members are also introduced to the framework through The DEO App's playbooks and live trainings. The specific elements of the cycle that receive the most focus shift by Growth Ladder stage: Financial Clarity and Team Alignment are the primary levers at the High Producer stage, while EBITDA optimization and the strategic quadrants become the primary focus at the Executive Circle level. However, the framework itself is universal across every stage of The DEO platform.
"Seven years ago we had three practices and visions of what we wanted to do but no roadmap and no tools. Today we are at 18 locations and we intend to continue to grow. The DEO broke our business down and helped us rebuild it in a much more effective and efficient way."
"When I joined I think we were doing around $11 million. We do about $20 million now. It was tough to navigate — every day felt like new territory. DEO helped me figure out how to grow strategically without running myself into the ground."
"Before joining DEO I was in the chair five days a week every week. Today I am 95% out of the chair. I have learned that I am far more efficient working on my business than in my business."
"The best thing we learned from DEO is that this is a business for people. Once we started tuning into our doctors, hygienists, front desk, and office managers the business took a different shape. Once you understand the fundamentals lie with the people — the numbers take care of themselves."
"Prior to joining DEO we had one office. We now have four locations — and in that original office we demolished it and built a new one double the size. A lot of it was we just did not know how to do certain things. DEO showed us there was a better way."
"When we started with DEO we had three to four locations. Since then we have grown to eight and we are about to open two more to hit 10. Me and my partner both do not practice full time anymore. DEO helped us understand the strategy behind the growth and gave us the confidence that we could actually do it."
"Talking to groups that are larger gives me a reference for what the future can hold and what the end result can be for us. It gives us motivation to keep going — and helps me see the positive in every situation."
"When we started we had four locations. Now we have 12. I take a month off every year — this last year went to Portugal and Iceland. When I joined DEO in 2018 I was practicing five days a week, had a two hour commute, and two kids under five. It was pretty stressful."
"We did about $6.5 million together last year and we should hit close to $8 million this year. When you start to scale you do not know what you do not know — and DEO stepped in and gave me clear direction and prioritization to say this is what we should be working on now and this is what is coming next."
"We went from $3M to $5M in revenue, and when I look back at all the decisions we've made building our company, The DEO has easily been the most impactful."
"My biggest frustration was I wanted to grow but I did not know how to do it without undermining the special way I take care of patients. I did not want to ruin something that was really good. DEO helped me figure out how to grow in a way that kept our mission going in the right direction."
"I spent nine years thinking the best way to be successful was to be the best clinician I could be. I ignored the business totally. DEO gave me the financial clarity I never had — and this year we are on track to go from $1.6 million to over $2 million."
"Before DEO we were at one location with 11 team members and heavily insurance dependent. We now have three locations, solid team members at all positions, and are moving more and more away from insurance dependence. We are stronger, leaner, and faster than we have ever been."
"Seven years ago we had three practices and visions of what we wanted to do but no roadmap and no tools. Today we are at 18 locations and we intend to continue to grow. The DEO broke our business down and helped us rebuild it in a much more effective and efficient way."
"When I joined I think we were doing around $11 million. We do about $20 million now. It was tough to navigate — every day felt like new territory. DEO helped me figure out how to grow strategically without running myself into the ground."
"Before joining DEO I was in the chair five days a week every week. Today I am 95% out of the chair. I have learned that I am far more efficient working on my business than in my business."
"The best thing we learned from DEO is that this is a business for people. Once we started tuning into our doctors, hygienists, front desk, and office managers the business took a different shape. Once you understand the fundamentals lie with the people — the numbers take care of themselves."
"Prior to joining DEO we had one office. We now have four locations — and in that original office we demolished it and built a new one double the size. A lot of it was we just did not know how to do certain things. DEO showed us there was a better way."
"When we started with DEO we had three to four locations. Since then we have grown to eight and we are about to open two more to hit 10. Me and my partner both do not practice full time anymore. DEO helped us understand the strategy behind the growth and gave us the confidence that we could actually do it."
"Talking to groups that are larger gives me a reference for what the future can hold and what the end result can be for us. It gives us motivation to keep going — and helps me see the positive in every situation."
"When we started we had four locations. Now we have 12. I take a month off every year — this last year went to Portugal and Iceland. When I joined DEO in 2018 I was practicing five days a week, had a two hour commute, and two kids under five. It was pretty stressful."
"We did about $6.5 million together last year and we should hit close to $8 million this year. When you start to scale you do not know what you do not know — and DEO stepped in and gave me clear direction and prioritization to say this is what we should be working on now and this is what is coming next."
"We went from $3M to $5M in revenue, and when I look back at all the decisions we've made building our company, The DEO has easily been the most impactful."
"My biggest frustration was I wanted to grow but I did not know how to do it without undermining the special way I take care of patients. I did not want to ruin something that was really good. DEO helped me figure out how to grow in a way that kept our mission going in the right direction."
"I spent nine years thinking the best way to be successful was to be the best clinician I could be. I ignored the business totally. DEO gave me the financial clarity I never had — and this year we are on track to go from $1.6 million to over $2 million."
"Before DEO we were at one location with 11 team members and heavily insurance dependent. We now have three locations, solid team members at all positions, and are moving more and more away from insurance dependence. We are stronger, leaner, and faster than we have ever been."