We had the good fortune of connecting with Demetra Caston, LPC, NCC and we’ve shared our conversation below.
Hi Demetra, can you walk us through the thought-process of starting your business?
Initially I wanted to start my own business because I wanted to set my own schedule and market to my target population. Previously I worked for several non profit agencies and in those environments you aren’t able to choose the clientele you want to see. You have to see whoever comes through the door and while it was a great learning experience, I wanted to tackle the issues that affected a certain population. My second reason for wanting to start my own business was to eventually expand my brand and the best way to do that is to create my own. Lastly, there’s a financial cap when working for other agencies. Being able to set my own rates allowed me to determine how much I could make at any given time.What should our readers know about your business?
I am most proud of how I’ve built my business with minimal overhead and I am excited about the amount of growth I’ve experienced in the last three years. What sets me apart from others is my ability to listen to what my clients want and need. Oftentimes as clinicians we only want to “do” counseling and forget that as business owners we have to provide a full range of services and most notably offer superb customer service. Excellent customer service makes the difference for most clients when choosing a therapist. I got to where I am at today business-wise by watching others do what they do. For me it was easy because I asked a million questions and I wasn’t afraid to get my hands dirty helping someone else in their business. I am a huge proponent in paying it forward. If I can help someone else grow their business and in turn receive help in my business, we all win. What I have learned along the way is that building a business is hard but it’s a labor of love. It’s similar to raising children. It starts off as a small helpless being and grows into a self-sufficient adult. It’s the most wonderful sight I’ve ever seen. What I want the world to know about my brand is that more than anything I want people to walk away from this experience feeling enlightened, loved, cared for, appreciated, heard and whole. A True You Counseling PLLC wants to walk alongside people in their darkest hour-judgement free because I’ve been there. I know hurt and pain, I know disappointment, I know guilt and shame, I even know sadness and I am here for you.If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend were to visit me we would start every morning off at a different breakfast restaurant. Some of my favorites are Biscuit in Frisco, Tx, Barneys Brunch House in Frisco, Tx, The Original Pancake House in Addison, Tx, and Black Walnut Cafe in Addison, Tx to name a few. Then we’d drive around Dallas and visit the Dallas Cowboys stadium, Klyde Warren Park, NorthPark Mall and the Galleria Mall in Dallas, Tx, White Rock Lake, Dallas Museum of Art and the Dallas World Aquarium. Then for the evening activities we’d go to Main Event, Pin Stacks or Andretti’s in The Colony, Tx. Fun places to hang out for adult drinking would be Sidecar Social, The Island Spot in Oak Cliff, Tx, Elm & Good, Glorias, Mi Cocina’s, Concrete Cowboy and Commons Club. If we had time we’d drive to Waco to visit Chip and Joanne Gaines Silos or to Austin-my favorite area is near The Domain.Who else deserves some credit and recognition?
My shoutout is dedicated to everyone who has ever made an impact on my life. Every experience and challenge I’ve had over the years has led me to this very moment in life. I would also like to dedicate this to my children, Jasmine and Jaylynn for being supportive and understanding while I spent seven years obtaining my undergraduate and graduate degrees. Lastly I’d like to dedicate this shoutout to Jason Caston as he was extremely pivotal over the last several years. There were times when I wasn’t sure I could have a successful business and he reassured me every step of the way.
Cory Broussard and Jun Liu