How two dentists build a real oral wellness company — the plan, who does what, and the operating team that does the heavy lifting so you don't have to.
The build at a glance
Melts on the tongue, instant fresh breath and a clean-mouth feel. One hero, then a family of strips.
DTC subscription · Amazon & TikTok Shop · dental wholesale · white-label manufacturing · retail & licensing.
Clinical credibility no influencer brand can fake — the one advantage competitors can't buy.
The roadmap
What each of you can do
Your operating team
This is the same AI agent operating model used across the DEED ventures, adapted for oral wellness. Each "agent" is a specialized mode — run through Claude — that handles a function of the company on demand. Two busy dentists get a full team's output without a full team's payroll.
Keeps the plan moving — weekly priorities, who-owns-what, and routing work to the right agent. The glue.
Tracks competitors, the Korea wave, ingredient and probiotic-strain science, and pricing benchmarks.
Runs manufacturer outreach, compares MOQ / stability / lead time, and manages samples and production.
Naming, packaging direction, copy, the landing page, and founder-story content drafts.
TikTok / Instagram strategy, UGC creator outreach, Amazon & TikTok Shop content, and ad angles.
Unit economics, subscription pricing, cash planning, and a simple business scoreboard.
Guards every word: keeps claims cosmetic-safe and flags anything drifting into drug/OTC territory before it ships.
A note on what these are: they run through Claude — think of them as specialized modes you can call on anytime, not staff you pay. The point is leverage: you two make the clinical and brand calls; the agents do the legwork around you.
Momentum
The clinical & product calls in the vision doc — strain, "clean" definition, claims, dispensing.
Atrium, Aavishkar, and C.L.Pharm — emails are drafted and ready to send.
Trademark check, then a simple landing page + waitlist to start building an audience.