Surethik manufactures and sells hair loss products. Their products are now becoming organic and more natural based. Surethik – also has contracts to manufacture products for other leading cosmetic companies and resellers that want to white label and sell under their own brand. Their products include- hair thickening fibers- Keratin strands, scalp cleansing shampoos, serums for hair regrowth, vitamins for hair growth and conditioners to help repair damaged hair. Surethik is based in Concord, Ontario, Canada.
Nick Dimakos is the owner of Surethik and eBrandz team caught up with him for this interview:-
When and how did you decide to start SureThik ?
I have been in the hair replacement business for 20+ years and customers were looking for a solution, but didn’t always want a transplant or a hair piece. I originally thought how I can make their hair look thicker right away, so I got my wife’s spice grinder and took some strands of hair and ground them up. I then found a shaker cap and tried to sprinkle a few strands into a person’s hair and the look on both of our faces was ‘’wow’’ it looks thicker. Don’t worry, I bought her a new spice grinder. The rest is history, now we sell thousands of kilos of hair fibers in our brand ‘’Surethik hair thickening fibers’’ and we also contract manufacture for many cosmetic companies as well.
How important have good employees been to your success?
Oh my god, if we didn’t have good employees, we would be in trouble. My motto is we give 3 weeks for a new start. Some people need a few weeks to settle in, others never get it. If an employees in this new ‘’me’’ generation cares about the company, when then they are special and they must be rewarded accordingly’’
What three pieces of advice would you give to college students who want to become entrepreneurs?
Work for the best and then learn, watch, save your money and then become the best.’’ Don’t burn bridges with your old co workers or manager, as they will be calling you for a job or may even refer you customers when they leave their current employer.’’
If you had the chance to start your career over again, what would you do differently?
I would have formulated my own products from the beginning, rather than sell other products that were from other companies.
What would you say are the top three skills needed to be a successful entrepreneur?
You need to constantly reinvent yourself. You must change the plan and how you do things as your competitors are always on your heals watching you. Remember, every person you hire, is a potential competitor.
How long do you stick with an idea before giving up?
2 weeks.
How do you generate new ideas?
I’m just a thinker and doer. I am not afraid of making mistakes, so I try a lot of things and a few work well to make up for the wrong ones. Constantly change things around.
How do you define success?
Time with family and the ability to be there whenever I feel like it. Children need to see their Dad on field trips, when they have a bad day at school. ie their friend said they have stinky feet or something like that. They need to see you there. I often see a lot of parents that work and travel so much that the nanny is raising the children. I believe this is what makes us successful as human beings.
What is the best way to achieve long-term success?
Keep working and recognize when you need to let someone else do what you can’t do as well. The youth have more energy and good ideas as over time, owners become scorned by years of management and business issues, so a fresh person can sometimes add light and inspiration to others.
Where did your organization’s funding/capital come from and how did you go about getting it? How did you obtain investors for your venture?
My own cash flow. Banks only help you when you don’t need them.
How did you decide on the location for your business?
Close to home and where no one else is.
What has been your most successful form of marketing?
On line marketing and trade marketing.
What are some of the biggest mistakes you’ve made?
I didn’t control my manufacturing at the early stages and I was stuck with some lousy product. I am very close with my formulators and move very carefully and wait until it is perfect before we launch.
What do you do in your non-work time?
I like travelling with my family.
What makes you happy?
Customers that acknowledge our quality. It is nice when people appreciate our attention to detail. It’s not the same as getting paid. Money comes and goes, a good compliment lasts for a long time.
Excluding yours, what company or business do you admire the most?
I like businesses that are emotional and repeat. Hair loss products are great, but if I had to change today. I would get into the legal services business, and when people need help with personal issues, they do not have to think about it..it is an immediate sale and payment.
Where you see yourself and your business in 10 years?
ON a beach with a laptop