In fact, we believe that the SNAPP meeting is so helpful and important, we pay our members to attend! One doctor and one non-OD owner per store qualify for a 100% stipend, with other perks available for one store manager.

Visit our website to learn about the criteria for earning the stipend, and check back often as we build the agenda and speakers pages for the event.

It seems early, but it’s actually a perfect time for yourself and for your business to plan your trip now.

However, the practice struggled to see enough patients. In 2021, after COVID-19 restrictions allowed them to see more patients, they hired a younger optometrist, but attendance issues made it difficult to maintain patient flow. "The doctor missed 31 days," Talley recalls. "Not seeing patients was killing our business."

By the summer of 2022, Talley started exploring alternatives. She looked at all the teleoptometry platforms, and at Vision Expo West that fall, she saw DigitalOptometrics in action. The seamless experience and high-quality refractions convinced her that teleoptometry could be the answer. With Milledgeville being a college town, Talley had difficulty attracting ODs despite offering competitive pay. "Young ODs wanted $200,000 salaries and 20% of optical revenue,” she says.

In December 2022, Pearle Vision Milledgeville launched its first DigitalOptometrics lane. By October 2023, Talley and her brother had added a second. The impact was immediate—exam revenue jumped by 50%, and retention conversion reached 90%. "Patients had no problems adjusting to being in the room with a technician and talking with the doctor on screen. Even older patients found it fascinating," Talley says. Optical revenue also surged, increasing by 49% year-over-year.

Equipment updates

She didn’t have to do much to equip the two lanes. "It was just a $34,000 initial investment, and we recouped it in no time," Talley explains. "We traded and upgraded our equipment, including adding a video slit lamp. It definitely paid for itself, and it’s been a game-changer.”

For example, through DigitalOptometrics, the practice operates two full digital lanes, allowing the location to take walk-ins—a service they couldn’t previously offer. Talley even considered adding a third lane due to increasing demand. "We’re the place to go; there’s not much competition in town," she says. The community response has been overwhelmingly positive, earning them the title of #1 optometrist in town and boosting their Google ratings. The irony of not having an on-site optometrist but earning that accolade shows how much patients enjoy the overall experience.

The operational model has also been a success. As a licensed optician, Talley employs the technician facilitators who work on site, and she contracts with DigitalOptometrics, which hires and provides the doctors. "We know who is covering us in advance, and we schedule accordingly," she says. The practice performs retinal imaging and can refer to ensure that diabetic patients receive necessary dilated exams. "I feel confident in the quality of care," she adds. The results speak for themselves, she adds, noting that remake rates are less than 1%, and accuracy remains high.

Not going back

With Milledgeville attracting retirees, Talley sees an ongoing demand for quality eye care. "We’ve got 75-year-old patients wearing Ray-Ban Meta frames—so it’s not just young people embracing new technology," she says. Her team fully supports the model, and their enthusiasm translates to patients. "My techs love it. They sell it,” she says. The days of wondering whether an optometrist would show up for a scheduled shift are long gone. “We’re never going back to the old way—we’re doing this forever. DigitalOptometrics is the future, and we’ve seen it work firsthand."

SNAPP Masterminds is a unique and exclusive program within SNAPP, designed to take Licensed Operations (LO) to the next level. Led by experienced LOs who have successfully grown their businesses, the program focuses on deep financial analysis, operational efficiency and long-term strategic planning. SNAPP board member Milissa Stone says that many of the members who started with the first cohort of SNAPP Masterminds have stayed with it, as the group continues to build on business principals. “In 2025, we have a bigger opportunity with a larger meeting space to accommodate more participation.” The first in-person SNAPP Masterminds meeting of the year is scheduled for May 18 in Austin, Texas, to review 1Q 2025 performance, and there are still openings for new members to join before then.

SNAPP Masterminds is more than an event—it’s a structured, ongoing support system. “We do deep dives into financials, comparing data in an intimate, confidential setting,” Stone explains. “We help each other move the needle by identifying strengths and weaknesses in our P&L statements. The goal is to leave every meeting with clear action items to implement in our practices, ensuring we never become stagnant in our thinking.”

The program includes two in-person meetings and two virtual meetings each year, ensuring a steady flow of collaboration and accountability. SNAPP Masterminds group members complete a spreadsheet that becomes the focus for comparisons of financial and operational data. “The sharing process gives group members a clear benchmark to measure success and identify areas for improvement.”

In addition, there’s continuous support and encouragement among the SNAPP Masterminds members. “There’s an ongoing text thread where people are constantly asking for advice. It’s an invaluable forum for problem-solving between meetings,” Stone says.

Real-world success

Stone credits the SNAPP Masterminds program with her own business growth. “It’s given me the ability to grow year after year. I use the shared spreadsheet as a baseline—if another member’s average frame sale is $10 more, I calculate the impact and make necessary adjustments. These tools have helped me fine-tune my business, and last year, I was named Franchise of the Year. My store has consistently grown, reaching $5 million in revenue, and I credit SNAPP Masterminds for helping me get there.”

Beyond the financial benefits, members cite the camaraderie as one of the most valuable aspects of the program. “The relationships formed in SNAPP Masterminds are unlike anything else in the franchise community,” Stone says. “The small-group format creates an environment where members can truly trust and learn from one another.”

Great time to join

With its exclusive nature, SNAPP Masterminds is limited in size to maintain the depth of discussion and personalized support. Interested in applying for one of the limited slots available? Email SNAPP Member Services at memberservices@snappgroup.org to learn more.

Photo credits—Getty images: welcome to Florida: Pgiam; teleoptometry: muchomor; news 1: MarinaLitvinova; news 2: YinYang; news 3: IUshakovsky