SmileDirectClub \USA

Step 2 - Validation (Months 4-9): Expand to 50 dentists across 10 states and process 500 cases. Transition to contract manufacturing partner (Dandy, Glidewell, or similar dental lab with 3D printing capacity) to achieve $300 COGS at scale. Launch white-label branding (dentists can put their practice name on aligners and packaging). Implement computer vision monitoring app—patients take weekly selfies, AI detects if aligners fit properly and teeth are tracking, flags issues for dentist review. Charge $400 per case to dentists (they charge patients $2,500-3,500). Build referral program—dentists who refer other dentists get $100 per case. Success metrics: 60%+ gross margins, <5% churn (dentists stay on platform), Net Promoter Score >50 from dentists and patients. Raise $2M seed round from healthcare-focused VCs (Flare Capital, Oak HC/FT) on traction and unit economics.

Step 3 - Growth (Months 10-18): Scale to 500 dentists and 5,000 cases annually. Launch self-serve onboarding—dentists can sign up, complete online training, and start offering aligners within 48 hours. Build integrations with practice management software (Dentrix, Eaglesoft, Open Dental) to reduce friction. Hire clinical advisory board (3-5 orthodontists and general dentists) to review complex cases and provide credibility. Publish first peer-reviewed study on outcomes (partner with dental school to analyze 1,000 cases). Launch marketing engine targeting dentists: Google Ads for 'how to offer Invisalign alternative,' LinkedIn outreach, booth at American Dental Association conference, case studies showing $50K+ annual revenue per dentist. Success metrics: $2M ARR ($400 x 5,000 cases), 70%+ gross margins (software + manufacturing scale), payback period <6 months (dentists recoup onboarding cost quickly). Raise $10M Series A to fund sales team and manufacturing partnerships.

Step 4 - Moat (Months 19-36): Build defensibility through data, outcomes, and network effects. Train proprietary computer vision models on 50,000+ cases to predict treatment success with 95%+ accuracy (better than human orthodontists). Launch AlignOS Pro—premium tier with AI-generated patient education videos, automated marketing campaigns for dentists, and financing options (partner with Sunbit or similar). Expand to pediatric cases (currently underserved) and complex cases (Class II/III malocclusions). Vertically integrate by acquiring small aligner manufacturer or building owned facility to control quality and margins. Build two-sided network effects: more dentists → more patient data → better AI → better outcomes → more dentists. Launch patient-facing brand (like 'Powered by AlignOS') to build consumer awareness and drive patients to participating dentists. Success metrics: 2,000+ dentists, 25,000 cases/year, $10M ARR, 75%+ gross margins, profitability. Exit options: acquisition by Align Technology (eliminate competitor), Dentsply Sirona (add to product portfolio), or Henry Schein (distribute to 100K+ dental practices).