Finance for owner-operators

Do you know which of your treatments actually make you money?

I'll show you. And show you whether your marketing spend is landing on the ones that pay.

Get My Free Margin Map

See what the map shows

I work in finance professionally

P&Ls from $5M to $200M

Spa & med spa owners

I help you see your real numbers

The real problem

Your busiest treatment might be your worst earner.

Most owners price from the market and hope the margin follows. But once you count the product, the room, and the provider's time, some of your most booked treatments barely break even. And it's usually not the ones you'd guess. Meanwhile the marketing budget keeps pushing whatever fills the calendar, profitable or not.

Mask application during a facial treatment

The busy one

This is the one keeping you busy.

Booked solid, back to back

$12 net per visit, fully loaded

Your marketing's favorite

The busy one

This is the one keeping you busy.

Booked solid, back to back

$12 net per visit, fully loaded

Your marketing's favorite

The quiet one

This is the one paying your rent.

Half the bookings

$340 net per visit, same math

Nobody's promoting it

The quiet one

This is the one paying your rent.

Half the bookings

$340 net per visit, same math

Nobody's promoting it

Illustrative numbers. Yours will be different. That's the point of the map.

Two doors

One free analysis. Two questions answered.

Two ways into the same numbers. Pick the question that's been bugging you.

Sample figure: return per ad dollar, Instagram vs Google LSA

Door 1: Your marketing

Does your marketing actually make you money? I look at what you spend to bring people in (the ads, the promos, the specials), and what those visits actually earn.

Sample figure: what a 199 dollar HydraFacial keeps per visit

Door 2: Your menu

Which treatments actually earn? Fully loaded margin on every service you offer. Product, room, provider time, all counted.

No cost. No obligation.

Free for my first case studies. I do the work. You judge if you want more. If not, no problem.

You keep everything

The map is yours whether we ever work together again or not. No strings, no 'proprietary methodology' you can't see.

What the map shows you

One pass through your numbers. Three answers.

Margin per treatment

Fully loaded margin on every service you offer. Product, room time, provider time, all counted.

Marketing mapped to profit

Ranked next moves

Get My Free Margin Map

What the map shows you

One pass through your numbers. Three answers.

Margin per treatment

Fully loaded margin on every service you offer. Product, room time, provider time, all counted.

Marketing mapped to profit

Ranked next moves

Get My Free Margin Map

What the map shows you

One pass through your numbers. Three answers.

Margin per treatment

Fully loaded margin on every service you offer. Product, room time, provider time, all counted.

Marketing mapped to profit

Ranked next moves

Get My Free Margin Map

How it works

Three steps. No commitment.

Bring your numbers

A 15-minute call, then you send what you have. Treatment menu, rough revenue, costs if you've got them. Messy books are fine. That's normal.

I run the analysis

Fully loaded margin per treatment. Product, room time, provider time, all counted. Your marketing spend mapped against what actually earns.

You get the map

Which treatments make money, which quietly lose it, where your next ad dollar should go. Yours to keep. Free.

Bring your numbers

A 15-minute call, then you send what you have. Treatment menu, rough revenue, costs if you've got them. Messy books are fine. That's normal.

I run the analysis

Fully loaded margin per treatment. Product, room time, provider time, all counted. Your marketing spend mapped against what actually earns.

You get the map

Which treatments make money, which quietly lose it, where your next ad dollar should go. Yours to keep. Free.

Get My Free Margin Map

About me

Meet Lucas

I work with owner-operators because I've been one.

I ran my own startup for 4 years. Real cash pressure, imperfect information, decisions that couldn't wait. Then 5 years running finance across SaaS and services. Managing P&Ls from $5M to $200M. Found the operational gaps that were quietly costing millions. Now I build the systems that fix those gaps. I know what it's like to be the person who does everything. I know what it feels like when you finally don't have to.

Founder, Fawkes · Finance for owner-operators

"Most consultants can build you a chatbot. I can build you a chatbot and tell you it's losing bookings because it's not asking the right qualifying questions, then show you the revenue impact. That's the difference between a tool and someone who's actually run a P&L."

Lucas de Vries

Founder, Fawkes

F.A.Q

Straight answers to what owners ask first.

Why is this free?

Free case studies are how I get new clients. I'd rather show you real work than be another pitch in your inbox. I do the work. You judge if you want more. If not, no problem.

What do I actually need to send you?

Your treatment menu and rough revenue by treatment. Costs if you have them. Messy books are fine, most are. No patient data, ever.

Is my data safe?

Yes. No patient information touches this analysis. Your numbers stay between us. And everything I find or build is yours to keep, whether we ever work together again or not.

What happens after I get the map?

You keep it. If it's useful and you want to go further, we talk about what's next. No obligation. No retainer pitch on the call.

How much of my time does this take?

A 15-minute call to start. Then I work with what you send me. Your total time investment is under half an hour.

Next step

Grab 15 minutes.

Bring nothing but your treatment menu. We'll figure out the rest on the call. You'll leave with:

Which treatments actually make you money

Whether your marketing lands on the ones that pay

A map that's yours to keep. Free.

Get My Free Margin Map

See a full sample map

Boundaries by design. No patient data. Read-only access. You keep everything.

Get My Free Margin Map