Nik Mirkovic and Alex Tomic, the 21 and 22 year old founders of HiSmile, a DIY Teeth Whitening kit have nailed marketing in the modern world, launching an online e-tailer selling teeth whitening kits with a start-up capital of $20,000 and turning it into over $10 million in revenue in just 18 months.
To achieve such a feat isn’t easy though, the boys behind HiSmile put it down to a hunger to succeed, and a deep focus on what you’re gaining by growing your business instead of what you may be missing out on to get them through those missed nights out that usually fill a person’s early twenties.
They may not resemble their strong following of 15 – 23 year olds but Mirkovic and Tomic insist that putting themselves in the mindset of their buyers is their secret. Going to where your target is, whether that’s more traditional media or newer social media avenues.
The hardest part they found? Bringing it all together and being good at everything. Nik and Alex recommended to know your strengths and weaknesses and as you grow bringing in people that fill the gaps with their own expertise.
What has worked wonders for the new Australian startup however is Social Media,with Nik and Alex putting 100% of their marketing budget into influencer-based social media campaigns. They’ve learnt a few things along the way of course, to make the most from marketing a product purely on social channels.
Nik warned to not get stuck on any one channel. Love instagram? Try Snapchat and see what you can learn from it to bring across your other channels. You’re also then not putting all of your eggs in one basket should that channel turn things on their head. Alex recommends not getting too precious about your content,
“Don’t fantasise about perfect content, put out a lot and see what works.”
Alex Tomic, Co-Founder of HiSmile
With a strong team culture behind them, Mirkovic and Tomic have well and truly identified the recipe to success – enjoying each day, rather than looking too far ahead.
“The most important thing for us is that we enjoy the process… Enjoy the HiSmile journey.”