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After extensive research and market anaylsis, Doerr and his team saw that 85% of people across the MENA region could benefit from orthodontic treatments, but only less than 1% actually receive them each year. A large number of people don’t have access to quality orthodontic care that fit their budget and lifestyles. “We finally decided to dive into the space by digitizing orthodontics to modernize and improve patient experiences while enhancing convenience and affordability,” Doerr says. “Our mission is to give everyone a straighter and brighter smile with less of the cost and hassle of traditional dental-office driven treatment. We want to empower people to make a positive change with a new smile that brings confidence to unlock limitless opportunities.” Being a healthtech startup in a traditionally offline industry, as well as convincing patients and merchant partners to try out their service, requires a clear-cut strategy. Therefore, Smileneo offers a free online assessment for patients to know whether or not they are a candidate to Smileneo, saving them any prior unnecessary investment in their time and money. “Our partner clinics only use 3D intraoral scanners and x-ray to deliver more accurate and precise results,” Doerr says. “In today’s world, people are looking for convenience and for affordable solutions that fit their busy lifestyle.” This approach has worked well to the advantage of both patients and partner clinics, as it offered affordable and faster solutions, without compromising on patient care and highquality treatment. When asked about the tactics that Smileneo has used to reduce its burn rate while also keeping its revenue figures on the rise, Doerr listed a few key factors he and his team have been
HELPING LEADERS TO BE SELF-AWARE OF AND INTENTIONAL ABOUT THE POWER THEY SHOW TO MATCH THE LEVEL OF POWER AND HIERARCHY THE TEAM NEEDS IN ANY GIVEN MOMENT IS A KEY TO TEAM AGILITY. using to ensure just that. “First, one of our main priorities to maintain efficiency is to ensure technology is always at the core of our processes and to deploy the right tools to automate them. This has already proven to reduce the burn rate of our capital. Second has been to ensure that we are deploying the right engines of growth with the right marketing channels (namely online), and constantly test, measure, and iterate to intensify acquisition and scale accordingly. Our first and foremost priority will always be our patients’ happiness and experience. We don’t only offer high quality treatments that are affordable, but we also ensure we’re catering to our patients with the highest level of service at any point during their journey. The COVID-19
pandemic has actually fueled the need for remote monitoring even further, and that is why we have capitalized a lot on the development on our app. With remote monitoring, patients cut on their clinic visits and track their progress from the comfort of their home.” Currently, the startup is operating in the UAE, Saudi Arabia, Kuwait, and Bahrain. With the new funds, Doerr plans to hire top talent in MENA and expand the startup’s operations, starting with six new markets this year. “We will be heavily investing in go-to-market strategies and technologies, as we look for more impactful ways to make it easier for doctors to digitize orthodontics, and for patients to have convenient and affordable access to teeth straightening solutions,” notes Doerr. Given Smileneo’s line-up of investors, which includes a mix of investors who are very familiar with the MENA region, as well as some who are investing in the region for the first time, Doerr has this piece of advice for fellow entrepreneurs seeking to raise funds for their enterprises. “To those seeking to attract either foreign or local investment, I advise them to first ensure that their current business model delivers the product-market fit, ensuring their product or service provides value for people, and that they have a solid growth plan with the right talent in place,” he says. “Finally, it is very crucial to always focus on the core, and not lose sight of their main drivers.”
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