About the Company

Biöm was founded by a dentist known pseudonymously as BowTiedGator. The company specializes in dental products, with its flagship product being NOBS toothpaste tablets. Biöm was incorporated in Wyoming and initially funded using personal credit cards.

The founders encountered significant hurdles early on, such as issues with their initial 3PL provider, but overcame them to achieve remarkable financial success. Biöm now boasts $100K in monthly revenue. Despite being a small team with two founders and three employees, the company has made a significant impact in the dental care market.

Their commitment to quality and transparency has helped them gain a loyal customer base. The name Biöm reflects the importance of the oral microbiome in maintaining oral health, aligning with the company’s mission to create effective and transparent products that are enjoyable to use.

Idea Behind Company

BowTiedGator suffered from Geographic Tongue, a condition exacerbated by commercial toothpastes containing industrial detergents like Sodium Lauryl Sulfate. To alleviate his symptoms, he started experimenting with homemade toothpaste. This personal necessity eventually led to the creation of a formula that his friends and family also found effective and enjoyable.

Years later, while sharing his knowledge on oral health on Twitter, he was repeatedly asked when he would create a toothpaste. This renewed interest prompted him to revisit his old formula. After consulting with another pseudonymous Twitter user and cosmetic chemist, BowTiedFawn, they decided to transform the toothpaste into tablet form, which proved economical and required fewer preservatives.

The product, NOBS toothpaste tablets, was born, named for its dual meaning: the tablets' appearance and the formula's simplicity. The overarching brand, Biöm, was created to emphasize the importance of the oral microbiome, with a mission to provide products that are both effective and free from unnecessary additives.

Creating the Company

The development of NOBS toothpaste involved extensive trial and error to perfect the taste while maintaining efficacy. The team sourced a manufacturer flexible enough to accommodate changes, ensuring the product met their high standards. Starting with 2,000 units, they launched a presale around Thanksgiving 2022, which sold out quickly, proving the product's demand.

Incorporating the business in Wyoming and securing trademarks were early steps in establishing Biöm. They initially struggled with their business checking account but eventually settled on using Novo. The first 3PL provider posed significant challenges, including misplaced and incorrect shipments, which nearly derailed the business before it took off.

The packaging also required attention. The initial design, created by BowTiedGator himself, was not well-received, prompting the hiring of a freelance designer. The redesigned packaging enhanced the unboxing experience, which is crucial for customer satisfaction and brand perception in the age of social media commerce.

Launching the Business

Biöm’s launch was strategically funded using personal credit cards, later transitioning to a business card from Capital One. BowTiedGator’s Twitter account, started in June 2022, grew rapidly due to his unique approach to educating the public about oral health, reaching over 25,000 followers in six months. This platform was instrumental in driving the presale, which sold out the initial stock.

The presale was a crucial step to gauge demand and plan for future inventory needs. However, the initial 3PL provider created significant logistical issues, resulting in lost and delayed shipments, and unhappy customers. Despite these setbacks, the company managed to navigate through the challenges by focusing on customer service and prompt resolutions.

Their initial website, built with Shopify and Shogun, was a learning experience. The messy code from Shogun was difficult to clean up, leading BowTiedGator to recommend sticking to a Shopify theme for simplicity and efficiency. These early lessons were pivotal in shaping the business’s operational strategies and customer engagement practices.

Earnings

Biöm has achieved profitability, with monthly revenues reaching $100K. All proceeds are reinvested into improving operations, researching product efficacy, and scaling the business sustainably. The company has maintained a steady growth rate of 20% month over month for the past 17 months, demonstrating robust market acceptance and demand.

The company’s success is also reflected in its impressive customer retention rate, with over 30% of customers making repeat purchases. This high level of customer satisfaction is a testament to the product’s effectiveness and the company’s commitment to quality and transparency.