Sona Founder Kicks Off New Venture Touting Sona MedSpa Success

Letter Describes Troubled Sona Medspa Chain As “One of the most successful med-spa franchises in the country"

CHESAPEAKE, West Virginia (Blue MauMau) - In announcing a "dynamic" two-day "Med-Spa Marketing & Sales Symposium" coming up in the next two months, Sona International founder Dennis Jones is now launching a new business venture labeled Innovative Business & Medical Development. In a letter addressed to Aesthetic Professionals, Tom Noon, the company's president/COO, states, "Mr. Jones founded and built one of the most successful med-spa franchises in the country. . .so successful that multiple centers averaged, in their first month of operation, over $400,000 in laser hair removal sales alone!" Mr. Noon had also been a principal in Sona MedSpa when the franchise was first started. In his promotion piece he says that Jones combines a "keen understanding of business with decades of experience in the aesthetic industry to successfully launch, jump start or elevate companies and medical practices to a higher and more profitable level."

According to Jones bio, he was responsible for elevating Sona MedSpa into one of the world's leading laser hair removal systems, after decades of experience in the aesthetic industry and in building successful companies. Sona opened the first company-owned laser center in January 2001 and began offering the first aesthetic medical franchise in the country focusing on laser hair removal in June 2002. According to his resume, within 18 months, under his leadership, Sona became one of the largest laser hair removal networks in the country. In 2004, he sold his Sona International Corporation, and "today Sona Med Spa continues to be a premier med spa brand which is still expanding into many of the top markets in the United States."

Innovative Marketing Promises "Zero Cost" Business Model

The promotion letter which reads like a Zig Zieglar advertisement uses marketing techniques not usually found in the esteemed medical profession. Some include the following:

"Our proven consultation process has reached an amazing 50% or better first call close average."

"Learn the systems and strategies that we spent millions of dollars to perfect. We'll share . . . our detailed prospect profile and advertising system. . . to bring in zero cost business."

"Learn the secrets that will increase your client referrals, cross-selling and up-selling."

"To make this event more exciting and profitable, the first 10 registrants will enjoy an exclusive mentoring session over dinner with Mr. Dennis Jones."

Deja Vu All Over Again?

Jones' management team at IBMD includes staff members who played integral roles in building his original Sona International company. Among them are his wife Cookie Jones; Thomas Noon, CFO and co-founder of Sona; Todd Puopolo, manager of the first company-owned center; and Jeannette Logan, a Sona corporate executive who held various positions. Dr. David McDaniel, IBMD's National Science and Research Director, was an adviser in the Sona system.

And, even the IBMD heartfelt preambles have a familiar ring:

"Good leaders must first become good servants." Robert Greenleaf

"It is time for us to stand and cheer for the doer, the achiever, the one who recognizes the challenge and does something about it." Vince Lombardi

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Related readings:

• Part 1: Sona MedSpa Franchisees Claim to Have Lost Millions
• Part 2: Sona MedSpa Business Model Fundamentally Flawed
• Largest Sona Franchisee Acquires Company Despite Disastrous Past