Elevator Pitch: NitWit

Elevator Pitch is a regular feature on Lifehacker where we profile startups and new companies and pick their brains for entrepreneurial advice. This week, we're talking with Nadine Ismiel-Nash, founder and creator of lice-treatment brand NitWits.

In 128 words or less, explain your business idea.

NitWits is an Australian head lice treatment range that includes products that revolutionise the way we treat head lice, which is something most parents and guardians have to deal with when their kids start preschool and school. I wanted to create a head lice product that worked fast, was easy and hassle free for parents to use as well as being gentle and quick for kids.

Our NitWits All-In-One product is now Australia’s number one head lice treatment product. It doesn’t require any combing to break the head lice life cycle and it’s pyrethroid free, as are all our products. Our treatment range also includes preventative and natural products to suit all customer needs.

What strategies are you using to grow and finance your idea?

NitWits is part of my family business, Sue Ismiel & Daughters. My mother started the company over 25 years ago by creating hair removal product, Nad’s, to help my sister with her unwanted hair problem. In a way, it’s like history repeating itself, with NitWits being created out of a desire to help my daughter. One thought I always consider is how can I provide a solution to a particular issue to help people, and like I said this was and still is my thought process when we created NitWits and while we continue to research and develop products that solve problems.

What’s the biggest challenge facing your business?

Global expansion is quite challenging as each market has different regulatory requirements for head lice products. This means that potentially each market will require different packaging and/or product offering depending on the specific requirements. It’s an issue we are continuing to overcome as we work towards enabling our revolutionising treatment to be available to families all around the world.

How do you differentiate your business from your competitors?

NitWits All-In-One was created because of a need that was not being met by any of the head lice products that were available on the market. Most head lice treatments require numerous treatment applications and vigorous combing, whereas NitWits All-In-One is a 20-minuite application that only needs to be used once to kill the head lice and eggs (nits), without any combing required. Additionally, I am a mother, a scientist, the face behind NitWits All-In-One and I stand by my product 100%. NitWits is Australian made and owned.

What one phone, tablet or PC application could you not live without?

As a busy mum and business owner, I love the loyalty card sorter app, Stocard. It’s ridiculous how many cards you end up accumulating for all different reasons, so this app electronically stores each loyalty card for easy, efficient use. I actually try and ensure these factors in all of NitWits’ processes, they must be easy and efficient, which like I said, is exactly why I love this app!

What’s the best piece of business advice you’ve ever received?

My mother, Sue, always taught me to never wait for things to happen but to make them happen for yourself through hard work and not giving up. I live by this through and through.

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