Dr Joe Jurich of Charlie Wilde, provides a little bit of key detail about the brand and the franchise offer into the market.

The brand is a mobile teeth whitening opportunity.

What is your business?

"Charlie Wilde, we're a mobile teeth whitening business.

What do you love about the business and what you do?

Look, you bring smiles to people's faces, you give them confidence.

It's a feel good business.

How did you start the business?

Well, I've been in dentistry for 30 years and I've seen a real need to make smiling or lovely smiles more accessible.

I've worked with some great staff and some which have left the dental industry per se, for a variety of reasons, and I just think it's a great opportunity for them to own their own business, because as many of them do.

What do you look for in the right-fit person to be a franchise owner?

Look, I think someone who connects with people, someone who's possibly been in the industry previously, a nurse, a hygienist or the like, or perhaps in beauty, but really who knows how to connect and gets joy out of making people feel special, really.

What’s a common misconception you believe people have about your brand or niche?

Look, I think when people think of teeth, they think expensive.

But I've run dental practices for what, 30 odd years now and we've really stripped it right back, not skipping on quality.

So I think it's a real win-win for the franchisee and most importantly, the clients that we're servicing or the franchisee is servicing.

Advice for people looking to get into their own business?

Look, I think you always think it's easier than what it is.

And that's really where we want to help people who really want to work for themselves, but really want to have a balance without all the headaches.

And as a business grows, those headaches are just one headache distributed, so it's a percentage that are a lot less, if that makes sense.

So it's basically running your own business without all the headaches.

And that's really in running the businesses in the past, a lot of the other stuff is ‘headachey’, like your marketing. 

If you love making people happy and fixing people's teeth or helping their smile.

If you love that, then that's what you do, and we do the rest.

What would you like people to know about your franchise offer?

Well, I think a lot of it is the backing of a dentist. It is the fact that they've got someone to turn to when they're doing stuff in the mouth, albeit in the beauty space, so to speak, and the fact that we take care of their bookkeeping, their advertising, they're marketing, their territories, their appointments, their scheduling.

They just have to turn up pretty much.

Key focus next 12-18 months?

12 to 18 months, I think, is to get a really good core foundation group of franchisees to help us grow the business.

We plan to add more services. 

It won't just be a tooth whitening business itself, but we really need a core group of franchisees that communicate well with us, that it's a very collaborative approach that can help us sort of expand our services, be that into beauty, or possibly with more collaboration with dentists per se."