Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

My children were grown, and as an empty-nester, I was getting bored easily. I wanted a challenge. I thought about going to law school and even took the LSAT’s. But deciding between the two, I decided to take the plunge and see if my oral care idea from years ago could actually sell.

How did you come up with your business idea?

After being a dental hygienist for over 20 years, I saw a great need for an easier and more enjoyable way to clean between teeth where toothbrushing misses. Gum disease commonly starts between the teeth due to most people hating to string floss. As a hygienist, I saw that water flossing is very helpful to flush out food, bacteria and healing inflammation. However, many people ended up putting their water flosser under their sink and not using it on a regular basis. It took up countertop space, had a noisy motor, made a mess at the sink, the batteries died or the product needed an electrical outlet. ToothShower solves all of the problems of traditional water flossers.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

My son was a senior in engineering school when I was ready to do something with my idea. He needed a senior project so I asked him to make me a prototype. So he did! He made a 3-D printed concept and it worked. My husband supported me in using some of our savings to hire an engineering and design firm to move from the 3-D stage to a working prototype. My daughter did our modeling and video for all of the social assets needed to start promoting ToothShower on crowdfunding to raise the money to move into manufacturing.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

No, I was able to move into winning two University Business plan competitions and raising my first round of funding with an investor. Temple University offered a variety of businessmen mentors to me. They were incredibly welcoming and helpful.   

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

I am very competitive and once I decided to move forward with being an entrepreneur I was determined to be successful at it. All my life I have been a competitive swimmer and I think this taught me to never give up. 

The talent and resourcefulness of creating an idea from years in the oral care industry keeps my passion for the idea going. Knowing that the need for ToothShower is so great keeps me successful and overcoming obstacles. The lack of having business traits has been detrimental. I have learned through many mistakes what not to do in the future.

What excites you the most about being an entrepreneur?

New ideas and success are always right around the corner if I hang in there. 

It is exciting to create something from nothing, especially a product that is helping others to improve their health. Reading our reviews is so encouraging!

Share with us some of the worst business advice you’ve ever received?

Many third party companies advise me that I need their services. So I would believe them and move forward into using companies that I really did not need. One was using a large fulfillment center early on. It was WAY TOO COSTLY for a startup. Another company promised sales if I poured thousands of dollars into ads. Instead, I now allow word of mouth and affordable ads to grow awareness for my company.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

ToothShower is a water flosser in the shower. The ToothShower allows you to floss using only a stream of water sent between your teeth. It is powered by your shower with an endless supply of water. There is no mess to clean up at the bathroom sink or mirror. It makes oral homecare easy, enjoyable, and convenient. Each product includes three attachments. Our dual-head toothbrush simultaneously brushes the cheek and tongue side of your teeth. The irrigating tip sends a concentrated stream of water to flush away the food and bacteria that hides between teeth. Our seven stream gum massager flosses seven spaces at once; there is nothing else like it on the market. It solves all the problems of traditional water flossers. ToothShower has no need for batteries, an electrical outlet, countertop space, or a water reservoir to refill. The convenience creates compliance which creates a habit. This habit turns into a healthy solution for your whole body. Healthy oral care leads to being healthier overall.

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

Get ready to do everything yourself and learn a lot. In the early years, you need to be part of everything to know and grow your business. No one will have the same passion as you do for the product.

What are your goals for the upcoming year?

To double our sales and revenue every year and decrease expenses. To know what we really need to spend on and what we do not. To start collecting a salary.

Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

I experienced almost all the above prior to becoming an entrepreneur, so these were contributory factors. But the real trigger for me occurred 10 years ago when opportunity met with long-harbored desire. I had wanted to be an entrepreneur for a long time but feared the financial instability.  My father was an entrepreneur, so as a child, I watched him ride that roller coaster.  

But, here I was almost 20 years into my career, financially stable, kind of tired working for other people, and full of ideas…and then the perfect invitation to be part of an interesting start-up came along.  While it wasn’t the perfect start up in terms of becoming a financial success, it was the perfect start up because I learned an enormous amount, met two people who I still collaborate with today, and kick-started my entrepreneurial career.  Plus, it gave me the opportunity to finally work side-by-side with my father, who died three years ago. 

Great memories, and an amazing experience. Leaving the everyday working world to become an entrepreneur was the best decision that I’ve ever made.

How did you come up with your business idea?

My co-founder and I met 15 years ago when I was designing consumer-driven health plans for my health plan employer. Greg was the founder of a first-of-its kind revenue cycle company that understood what the advent of high patient out of pocket costs would mean to his provider customers. I had just written “HSA’s for Dummies” and worked down the street, so he called the main switchboard and asked to speak to me. That was a good call, because we’ve been friends ever since. 

What we realized – even all those years ago – was that if these high deductible plans grew in popularity (which they have), there would be an inevitable strain on the healthcare ecosystem due to lack of patient funds. Back then, it was way too early for us to launch a solution for a problem so far into the future. 

But, fast-forward a decade: we had just sold the start-up we had worked on together, and recognizing that the problem we spotted all those years back was now bigger than ever, we jumped in with both feet. Along with another colleague of ours, we kept the money we had made on our last sale on the table, and seeded HealthBridge. Four years later, we’re raising a C-Round, have 40 employees and are actively in market.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

My cofounder, Greg VandenBosch, is the most supportive partner an entrepreneur could ask for.  We are on age with each other, so we are at the same stage with our families and our careers.  He has always been an entrepreneur, so he’s gained a lot of wisdom along with some battle scars.  It’s nice to have a partner to go through all the ups and downs that come with being a venture backed startup.  

Daily support and encouragement is key, and we find that when one of us is weak, the other one musters up the courage to be strong, which keeps us moving forward, even in the toughest times. 

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

I am fortunate that healthcare is filled with women leaders, so when it comes to most of my meetings with healthcare stakeholders, I usually see myself reflected around the room.  Because I’ve worked in the industry for so long, it is rare that I am not met with respect.  

When it comes to the venture capital world, it’s the rare event when I stare into a webex and a female face stares back at me. With that said, while it may be a little more difficult to navigate the small talk that starts each pitch (I’m not sure that I’ve ever watched an entire football game and I definitely don’t fly fish), I have to say that once we start talking shop, we all just become experts in our respective areas.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

You need to have all of the above.  Plus, be a player/coach, a good presenter, a good writer, a level-headed decision-maker, be able to fix the copier, and not too proud to beg…as the song goes. 

My successes to date have probably originated from the expertise that I developed in health insurance and healthcare over my first two decades as an employee benefits attorney and a product developer at a leading health plan. Nothing is better than first-hand experience. Most of what I know can’t be learned reading articles.

What excites you the most about being an entrepreneur?

I get to make peoples’ lives better. Period. That’s my ultimate goal as an entrepreneur.

Share with us some of the worst business advice you’ve ever received?

Before I jumped into start up, I spent two years at a job that I didn’t love so that I could make money while slowly transitioning into entrepreneurship.  I can’t recall if anyone gave me advice to do it that way. (Most likely, I gave myself that terrible advice.) But, looking back, I should have jumped in completely.  Having your attention divided between two important bodies of work is unsustainable and a recipe for failure. 

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

We’ve created a first-of-its-kind benefit designed to help bridge the gap between the high cost of healthcare and a person’s ability to pay for it.  When a member consumes healthcare, HealthBridge covers the costs immediately on their behalf – copayment, coinsurance and deductibles. HealthBridge provides the member with a consolidated monthly statement, plus guaranteed, friendly repayment terms, giving them financial security and flexibility. 

HealthBridge becomes a financial safety net, so that when patients want or need care, they can get it with confidence. Often, people will delay necessary care because they can’t afford the deductible, which has costly consequences. People stay sicker, for longer. Employers lose worker productivity and providers see their outcomes erode. By giving patients financial security alongside the health plan they select, they prevent the unhealthy ripple effect from happening. It’s a game changer. HealthBridge benefits every stakeholder —the provider, the patient, the employer, and the payer—so that everyone wins. 

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

You can always get a job. Dare to become an entrepreneur – it will propel you into the adventure of a lifetime.

What are your goals for the upcoming year?

I’m committed to 10x the size of the company and evangelize the need for financial security around patient out of pocket costs.  It’s imperative for the healthcare ecosystem.

Any final words to end this interview?

How about…Is it ever too late to become an entrepreneur? 

No, never.  I waited 20 years, and hopefully I have another 50 doing this. Take the leap.  It’s worth the risk.

Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

The first trigger that made me question my place and my purpose was when I did my 16 personalities test for a company exercise. I was an ENFJ, and they listed other people who fit that category. Obama, Oprah, Khaleesi from Game of Thrones were just a few of the names that came up. Seeing all these strong, powerful figures pop up made me stop and think “who could I be if I stopped bringing everyone else’s dreams to life and focused on my own?” 

A month later, a series of circumstances on a vacation with my husband made me realize I was spending over 60 hours a week on miserable work, only to contribute to the problems of the world that kept me up at night. At the same time, I realized I had the power to create a better solution for the world. It all hit me hard, and in a second I knew I was just not doing what I was supposed to be doing.

How did you come up with your business idea?

On that same trip I also realized I was not where I was supposed to be, I realized exactly what I wanted to do instead. 

My husband and I were burnt out and miserable in our jobs, so we went traveling. We spent three weeks exploring gorgeous islands in the Philippines, but with every island we went to, I was just getting more and more upset about the damage of tourism on local ecosystems and people. 

I realized we were literally paying hotels to sweep garbage into the ocean, pollute local streams, and pay people unfairly. 

I knew that there had to be a way to make eco-friendly accommodations more affordable and a better option than traditional accommodations – I’d just have to figure out how. 

Within a few months, I’d quit my job and set out to figure out how we could make eco-travel easily scalable to a global level, yet local to each location, while still being affordable for the average traveler.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

I’m lucky to have the endless support of my husband and a few choice people in my inner circle. I think it’s important to have different types of people in your life, who offer varied perspectives and ways of support. My husband and close friends are my confidants and cheerleaders. I know I can share fears, risks and issues with them and have their endless support and encouragement – they’ll usually tell me to take a break and be less hard on myself, which is most often the advice I need most. 

I also have a couple of friends who will most often give advice about getting back to our vision/why and purpose and help me realize what my gut is telling me. These friendships are so valuable when I’m feeling off-course. 

Lastly I have two other hyper-rationale pragmatic friends, who will always give me straight up reality checks, ask me questions I know I’m avoiding, and tell me exactly what they think without holding back. These voices are so important for staying rooted in reality.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

On one hand, I feel like the women’s business community in Vancouver, Canada, is extremely strong. I feel incredibly grateful for being a woman and getting to connect with so many other amazing woman entrepreneurs. We do work with women more often than men, and so I do think this shifts dynamics and makes things a lot easier. 

On the other hand, I recently set up an Upwork account under my husband’s name to hire some contractors when I couldn’t figure out my password. I was blown away by the freedom and simplicity I felt of just being a man, and not being labeled a b***ch for avoiding excessive exclamation marks and extra compliments. 

It made me think about everything else I unconsciously do, as a woman, that’s been ingrained in me from day one.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

In a world of burnout and overworking, I want to stop portraying the idea that hard work is all it takes to make a business work. This mentality tricks people into thinking that if they just put in more hours, everything will be okay. 

This is limiting for a lot of people and creates a vicious cycle for entrepreneurs of continuing to work instead of addressing issues in their business. Doing more, less well, is rarely the answer that will solve your company’s problems.

I would say instead a trait entrepreneurs need is conscious vigilance. Be vigilant at knowing your customers, at creating the best, most amazing products for their problems, at guarding your time, at supporting your own wellness so you have the capacity to be creative and innovative. Be vigilant at studying your market, other markets, and other successful businesses and what they’re doing and not doing well. Be vigilant about your own learning and development. 

If there are problems in your business that are affecting sales, operations, or your profitability, be vigilant about finding the true root cause and solving it, instead of forcing everyone to work harder, faster, and do more. 

Being successful doesn’t just happen. But hard work isn’t the all-access pass to success – and it’s not healthy. You need to be consciously vigilant about finding your own path to success that will work for you.

What excites you the most about being an entrepreneur?

For me, it’s the potential to create an alternate future for myself, for the travel industry, and for the planet. 

When you’re an entrepreneur you’re creating your own path, you’re defining where it’s leading and with every step you take it gets a little bit clearer. It’s very different from a corporate job where a path is more defined, but also not yours to define.  

I’ve always looked at what’s possible versus what isn’t, and entrepreneurship is made for that type of thinking.

Share with us some of the worst business advice you’ve ever received?

At multiple points in my career, I’ve had men tell me that I shouldn’t do what I wanted to do, because they didn’t think I was ready yet, but I could be soon.

Not surprisingly, both would have benefited from me staying where I was.

That said, I’m grateful for both instances, because it was helpful for me to realize that every piece of advice someone gives you, is always filtered through their own experiences, hopes and fears.

Once I had this realization, I could get to know the people in my network and understand how they think, and ask for advice based on their perspectives – but not see anything as truth.

I know some of my contacts are very low-risk thinkers, so if I ask them what they think, they’ll give me a very low-risk perspective that I wouldn’t see because I don’t think that way. Others are very visionary, big picture, or ultra-creative – so they’ll give me big ideas and possibilities that I might be too afraid to think of.

Sometimes I think to myself “all advice is bad advice until someone tells you what you know you needed to hear,” and while that seems a little bit flighty, in my mind, it’s more just reflective that I often do know what I want to do, and people’s advice just mirrors that back to me.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

We’re making eco-travel scalable, affordable and appealing to millennial travelers, so we can replace the destructive way we travel with a way that regenerates the planet.

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

Don’t rush. Don’t go too slow.
Don’t underestimate the importance of your gut.
Don’t underestimate the importance of data.
The most important thing you can do is find product market fit and create a loveable product.

What are your goals for the upcoming year?

Our company goals are to launch our first location(s) (details to come!), raise our Seed round, plant 2000 trees, divert 27,000 pieces of plastic from our waste streams, get carbon neutral certified, and donate one percent of our revenues to the planet. Just a few things on our list!

My personal goals are to bring more simplicity and ease into my life. My goal is to transition to working four days a week to leave me more time to learn, create, design, and explore, and hopefully embark on some exciting new adventures in our new sea kayaks.

Any final words to end this interview? 

We’re super excited to have officially opened our waitlist for our first Stay Wilder location on December 1st. Future guests will receive a discount on their first stay and will stay up to date on all our exciting progress as we get closer to opening our doors.