When Grace underwent intensive treatment for leukemia, Swisher felt her future was uncertain. It seemed further derailed when later that year she and her husband divorced.
Grace recovered from the disease, and Swisher was confronted with the pressure of supporting two young children as a single mother and finding a career that would offer financial stability and schedule flexibility. That’s when she decided to become her own boss.
“Balancing a business with being a single mother was the first and most primary reason for starting my company,” said Swisher. “I needed to be in charge of my own schedule, so I could take my children to a doctor appointment or to a hockey game – that’s why I chose to be an entrepreneur instead of being an employee.”
So in 2008 she created NADMC Services, a company that specializes in helping small and large businesses grow and promote their concepts via website design, video production, social media management, search engine optimization and email marketing among other services.
Life was successful and stable again for Swisher and her children, who live on a horse farm in Waynesville, when one day she asked her dentist about teeth whitening options.
“I went to my dentist, who only had tray whitening. It was painful for my gums – I knew there had to be other options. I found out about laser teeth whitening. I loved the idea of having it all done in an hour instead of over a two week time period. From my personal experience and my marketing background, I could see the void and opportunity in this niche,” she recalled. “I wanted a teeth whitening option that was immediate, affordable and non-sensitive for me. This inspired me to incorporate my marketing background and entrepreneurial ambitions and open a teeth whitening salon where patrons could get the results they desired immediately with little to no sensitivity and at a cost-effective price.”
Swisher spent nine months of intensive research and working with the dental board before debuting the first Maui Whitening salon. The information she gathered reinforced her belief that an alternative was needed to teeth whitening from dental offices, which could cost as much as $1,000, and at-home products from drug stores, which can take weeks to produce results.
Maui Whitening’s teeth whitening gel and equipment are produced in Food and Drug Administration registered facilities. A 20-minute teeth whitening session is $99, a 40-minute session is $149 and a 60-minute session is $179. A 60-minute session can result in whitening teeth as much as 20 shades brighter.
Maui Whitening started with one Washington Twp. location in January 2014. Today it is regarded as the fastest growing laser teeth whitening dealership-based company in the United States with nearly 100 locations across the country.
“Thirty locations had sold in the first year, which was more than double what I expected,” Swisher said. “My next benchmark is 250 locations with the goal of 800 locations in eight years.”
Swisher is well on her way to meeting those benchmarks. This fall she is headed to Cyprus to finalize the details of opening operations in Europe and Asia.
“The center in Cyprus will allow us to entertain applications for overseas locations and distribute dealership supplies with a more central location than shipping overseas,” said Swisher, who has received interest from countries as far away as Saudi Arabia and Thailand.
Maui Whitening is expanding by selling dealerships. Swisher opted for the dealership model over franchising, because the start-up costs are more affordable for people to start a business and it allows for more rapid growth and brand awareness. Maui Whitening offers dealers an exclusive territory. They are required to purchase the company’s products monthly, but they do not have to pay royalties, which minimizes operation costs.
Maui Whitening stores require between 500 square feet and 1,200 square feet and can be operated by one or two employees. The cost to open a location is under $10,000. The dealership agreement includes all the equipment and supplies to open a two-station salon, along with marketing materials and support.
Dealers in the Maui Whitening family range from Dr. Rob Schroeder, a chiropractor for the Indianapolis Colts and the Indy Racing League, to a single mother in Cordova, Tennessee who left a 9-5 position in her previous job.
Swisher just opened the first “Maui Super Salon” at the Cross Pointe Center in Centerville. In addition to teeth whitening, the salon offers Maui Lash eyelash extensions. She hopes to continue expanding the Maui line with other services over the next two years.
“This is an industry that helps customers feel better about themselves and do so affordably for once, and with the Maui business model, we also help people fulfill their dream of being independent and being their own boss,” Swisher said. “That is the most fulfilling part about our success.”
Swisher also wrote “The How To Start My Own Business Mini-Guide: An Inside Look At Starting A Business From Scratch And Standing Out In Any Industry” to share tips, strategies and insight based on wise decisions and mistakes she has made over the course of starting and growing businesses. The root of her message emphasizes the hope of a better future that entrepreneurship can provide – especially for a single mother.
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