Hismile: Bootstrapping an Oral Care Industry Disruptor?
商品編號：W44540
出版日期：2025/06/20
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：Entrepreneurship;Effectuation;Innovation;Innovator's Dilemma;Influencer marketing;Superbrand;Lean entrepreneurship;Social media marketing
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：Australia; New Zealand; United Kingdom; United States
產業：Retail Trade
事件年度：2024
In December 2024, Nik Mirkovic and Alex Tomic, the young co-founders of the Australian teeth whitening and toothpaste brand Hismile Pty Ltd. (Hismile), had grown their company from an initial A$20,000 investment a decade earlier to A$700 million in gross sales in 2024. Headquartered on the Gold Coast, Australia, Hismile pioneered the field of smilecare through a lean, agile approach based on an intense customer focus, grassroots social media influencer campaigns, small teams, bootstrapping, and innovation. But could it continue this way even as its products appeared in major stores and pharmacies? Could Hismile continue to grow as new entrants and established players adopted its strategies? And could it replicate its success outside the field of oral care products?
教學手冊：Hismile: Bootstrapping an Oral Care Industry Disruptor? - Teaching Note
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