Describe the company – the elevator pitch …

YourSmileDirect is an Irish cosmetic dental company bringing cutting-edge orthodontic technology directly to consumers. All treatments are prescribed and monitored by a registered dentist, so the cost and time constraints of getting a straighter smile are lowered, without compromising on quality of care.

How are you different?

Firstly, convenience. Everything can be done from the comfort of a customer’s home. They retain the access to a qualified dentist without having to make monthly visits to a dental practice. Secondly, cost. Customers do not want to spend large amounts of money on cosmetic procedures. We can provide safe, affordable treatment, and this makes having straight teeth more accessible and up to 70% more affordable than traditional braces and Invisalign. Finally, the speed at which the client can access treatment. Our evaluation team are available by phone, email or social media to answer any questions our clients may have about treatment before starting. At the click of a button they can be on the way to achieving their perfect smile.

Where are you based?

Our Global Headquarters are located in Stillorgan, South County Dublin. We also operate our Smile Clinics in, London, Manchester Glasgow, Milan and Paris.

When was the company launched?

We launched in the UK in January 2016 and since then we’ve expanded globally into Ireland, Italy, France, Australia and New Zealand.

What have been your biggest wins to date?

When YourSmileDirect began there was nothing like it on this side of the Atlantic. Now, as well as building our own successful online business, we have partnered with some of the world’s largest dental brands who see our model as a trusted path for millennials to engage in mild to moderate orthodontic treatments without the fuss of traditional monthly dental office visits. We have succeeded in disrupting a traditional industry with an innovative business model that is both profitable and highly scalable.

Who are you trying to attract to your product?

We aim to cater to anyone who feels unsure about their smile. We specialise in minor to moderate correction of people’s smiles and we want to make sure having healthy, well-aligned teeth isn’t just for the wealthy. The affordability and convenience of our product tends to attract the millennial customer, who is used to purchasing everything from clothes, to dinner, to beauty treatments online.

What tips would you give to others looking to build their business?

Go Global! The size of our neighbour markets makes it easier to scale than focusing on the small local market.

Tell us about your team?

We’re a team of 52 strong with more and more people joining us each month. Our sales team has almost doubled in size and we’re constantly growing our International and Growth teams. As well as the management, sales, marketing and customer service teams based at our Global HQ in Dublin, we have our network of dentists at our Smile Clinics across Europe, as well as our team in Australia.

What are your plans for the future?

We’re a Global company, and as such are constantly looking at other markets to expand our reach. After a successful launch in Australia and New Zealand, our thoughts have now turned to Canada and Northern Europe. Our long-term aim is to become the world’s largest and most trusted provider of laboratory-to-consumer dental solutions.

What are your favourite tech gadgets?

Many of our team would definitely confess to an smartphone addiction. It’s wonderful and maybe a little bit frightening to have your whole life contained in one small device.

What tech gadgets do you wish you could use to help you?

Following on from the previous question, I would again have to say smartphones. We receive a huge majority of our web traffic through mobile but after this the process moves offline. In the coming years, with the way the technology is progressing, our clients will be able to use their smartphones to send us the impressions of their teeth!

 How do people get in touch with you?

They can check out our website – YourSmileDirect.com – to learn more. They can also check out @YourSmileDirect on Instagram, Facebook and Twitter to see how we help change people’s lives one smile at a time.

Find out if you’re suitable for our treatment by taking our free 30-second Smile Assessment here https://orders.yoursmiledirect.com/ie/assessment


If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with us at [email protected] or on Twitter: @SimonCocking

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