Forbes Columnist Sramana Mitra features OraQuel on April 15's 1M/1M Strategy Round Table

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Forbes Columnist Sramana Mitra covered my OraQuel and OraQuel's Heart Smart Oral Care positioing on her weekly 1M/1M Strategy Roundtable April 15. I was honored to be selected as the show's opening presenter. Sramana's counsel is that OraQuel is essentially on track and that we need to keep doing what we are doing. Take a listen to the broadcast here. Listen to April 15's Round Table. We like her! Follow up: We were informed that the OraQuel segmant of the broadcast generated more public chat during the chat live segment of the show than any other Round Table business covered to date. That makes us happy too!

About Sramana Mitra

1M/1M Strategy Roundtables for Entrepreneurs

As part of the 1M/1M initiative, Sramana Mitra offers free weekly online strategy roundtables for entrepreneurs looking to discuss positioning, financing, and other aspects of a startup venture. Up to 1,000 people can attend each session, but only the first five who register to pitch will be able to present their business ideas. All attendees are able to join in on the conversations via a live chat.

Sramana Mitra has been an entrepreneur and a strategy consultant in Silicon Valley since 1994. Her fields of experience span from hard core technology disciplines like semiconductors to sophisticated consumer marketing industries including fashion and education. Her current focus, however, is primarily in the realms of Web 3.0 and Enterprise 3.0, and related infrastructure. She has a particular interest in Media and Retail companies and their transition to a Web-centric world.

As an entrepreneur CEO, Sramana founded 3 companies: Dais (Off-shore Software Services), Intarka (Sales Lead Generation and Qualification Software; VC: NEA) and Uuma (Online Personalized Store for selling clothes using Expert Systems software; VC: Redwood). Two of these were acquired, while the third received an acquisition offer from Ralph Lauren which the company did not accept.

As strategy consultant, Sramana has consulted with over 70 companies, including public companies like SAP, Cadence Design Systems, Webex, KLA-Tencor, Tessera, Mercado Libre among others. Her work has also included numerous startups and VCs, and she played Interim VP Marketing roles for 7 such ventures. Sramana has a proven track-record in turn-arounds, both small private companies and divisions of larger companies. She has also created major growth strategies through new market penetration, M&A, Industry Roll-ups, etc.

Writings from Sramana’s popular strategy blog are syndicated by Seeking Alpha, Yahoo! Finance, PaidContent, ReadWriteWeb, Cadwire, Emergic, GigaOm, and many other high traffic online business, finance, and technology publishers. Sramana is also a colmnist for Forbes and the author of Entrepreneur Journeys (Volume One).

Sramana has a Masters degree in EECS from MIT and a Bachelors degree in Computer Science and Economics from Smith College.

Specialties- Positioning.

- Strategic Planning Programs.

- Product strategy, Market strategy, Channel strategy, M&A, Funding, and Exit strategy.

- Business Development, Deal structuring, Negotiation, Opening and Closing deals.

- Communication, Category Creation, Media/Analyst/Investor/Customer/Team facing Messaging.

- Fund raising.

- M&A Deals.

- Turnarounds.

- Strategic Re-engineering and Catalyzing Change.

OraQuel Toothbrush Sterilizer versus VioLight, DenTek and SonicCare UV (ultra violet) Toothbrush Sterilizers

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Ten years ago people scoffed at the notion that links existed between oral infection and heart attack or cardiovascular disease. Now everyone from the American Heart Association to the American Dental Association talk about the onset of plaque and tartar buildup leading to childhood gingivitis leading to heart attack later in life as fact. Eighty-four percent of Americans fail to remove plaque and tartar from our teeth while brushing. This leads to unseen and unfelt gingivitis and according to the American Heart Association the arteries in 72% of heart attack victims are blocked by oral plaque; not cholesterol and fat as all the big pharmaceutical companies want you to believe.

So I'm a big fan of products that draw attention to these facts. Back in the 50's and 60's when I was a child we all gathered around the TV on Sunday evenings to watch Bonanza, Disney (with Walt) and the Ed Sullivan Show. We were all told by advertising to get great dental check ups and to prevent cavities with Crest. Then more oral care brands decided they wanted a share of our toothbrushing occasions and decided that we'd brush our teeth to whiten and brighten, freshen our breath, prevent cavities, take care of our gums and eliminate tartar. And that's the way we've been brushing our teeth for the last 30 years. The current category leader, Colgate Total, took the top spot away from Crest long ago by putting all of these category attributes under one umbrella - theirs. So nothing's changed much right?! Wrong!

There's a new battle for oral care supremacy and it all has to do with providing "Heart Smart Oral Care" as touted by OraQuel; the leading brand in the toothbrush sterilizer segment. Toothbrush sterilizers!? Yes don't get me wrong. Apart from killing germs on a toothbrush toothbrush sterilizers are promoting awareness for the need to change our oral care habits and practices. Now most companies do what they can do. If you are an appliance manufacturer then you want to jump into this game with a toothbrush sterilization appliance - but toothbrush sterilization appliances have a lot of drawbacks: 1) the category (sales) action isn't in killing germs, 2) appliances are expensive, 3) appliances are unable to remove solids like toothpaste residue, food, mucus, blood or tartar that rinsing with water leaves behind, 4) and if I remember from my Gillette Hot Foamy Shave Machine Days - people don't want another appliance cluttering hard-to-keep-clean bathroom countertops that collect water and soap scum stains, hair and anything else.

So why is OraQuel different - or better - than the VioLight, Dentek, SonicCare (UV - ultra violet units) and the steam driven Germ Terminator? Well, usage has to be "interactive" to change consumer habits and practices on a large scale. OraQuel isn't an appliance, it's a spray - and when you (especially children) spray OraQuel on a dirty toothbrush it foams to tell you it's working. Kids love to see it work. So children with OraQuel in the house tend to brush their teeth as much as 33% more often and 20% longer. Delivered to the Good Housekeeping Institute in late 2003, OraQuel won the affection of the Good Housekeeping Institute's Director and staff who all took bottles home for their families. OraQuel was tapped as 2004's Best New Product for Product Innovation in Oral Care.

So how does OraQuel protect your heart? Well, by brushing more often and longer, children do a better job removing the plaque and tartar that promotes gingivitis and that heart attack later in life. Appliances don't generate that type of consumer interest, involvement and excitement (interaction). :) Also, and perhaps more importantly, wetting your toothbrush with OraQuel prior to brushing boosts any toothpaste's ability to cut through that film of plaque and tartar that formed on your teeth overnight while you slept (morning mouth), or during the day while you work. So I put my money where my mouth is and bought OraQuel. Beyond removing plaque, tartar and germs that reinfect every time a toothbrush enters your mouth OraQuel is "Heart Smart Oral Care." I like the company's slogan/positioning. No one else targets this territory.

Germ Terminator Versus OraQuel Pro Oral Health Toothbrush Cleaner

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If there's anything I learned during my days working with personal care companies such as Gillette and Oral-B it's that no one wants another "appliance" cluttering hard to keep clean bathroom counter tops. So along comes the Germ Terminator, yet another appliance, that harkens back to the day of those old Gillette Hot Foamy shaving machines. Appliances tend to cost more, and once you put them away because company's coming you forget to get them back out and use them. And no one would want to buy a used toothbrush cleaning appliance at a garage sale.

Now I don't have a problem with the idea of promoting a clean toothbrush. Afterall, we tell our kids to wash their hands several times everyday and those guys over at Purell have made themselves a nifty fortune with their hand sanitizer. But hey! Isn't there a better way to clean your toothbrush. I mean it needs to be done. You wouldn't eat breakfast with a fork or spoon you only licked clean after dinner, right?

OraQuel Pro Oral Health Oxygenating Toothbrush Cleaner is an engaging and interactive easy-to-use spray. What makes OraQuel so engaging and interactive is the fact that it foams when you spray it on a dirty toothbrush. And it won't foam on a clean one. Kids love to watch OraQuel work; and in in-home placement tests children using OraQuel tended to brush their teeth 33% more often and 20% longer. What parent or dentist would argue with that! Which is why The Good Housekeeping Institute tabbed OraQuel "Best New Product 2004" "for Product Innovation in Oral Care."

What's the big hype about all this toothbrush cleaning? Well on the surface (no pun intended) the plaque and tartar layer that builds up on teeth leads to gingivitis now liked to heart attack and coronary disease. Plaque from the infection builds up in arteries starting in childhood and potentially results in heart attack, cardiovascular disease, diabetes, even low birth weight babies later in life. This gingivitis is present in 84% of Americans who can't see or feel it and 72% of blockages in the arteries of heart attack victims is found to be based on oral plaque, not cholesterol or fat.

To this end OraQuel has a couple of advantages or product features going for it. 1) Children with OraQuel in their household brush more often and longer; better removing plaque and tartar to eliminate gingivitis. 2) OraQuel contains the  most effective ingredient against plaque, tartar and gingivitis. So wetting your toothbrush with OraQuel before you brush enables any toothpaste to do a better job breaking through the plaque and tartar barrier constantly forming as a hardening film on your teeth. 3) Because OraQuel is interactive it is easier for children not to forget to use. Children get excited about using OraQuel because they want to see it working on their dirty toothbrush; and they want to see if their toothbrush IS dirty or clean. Consequently, OraQuel is a better product for sanitizing a toothbrush and promoting the better oral care habits dentists and parents applaud. For my money I'd choose OraQuel. It's better "Heart Smart Oral Care."

Rave Praise for OraQuel!

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Hi Martin,

This is fanatastic 12 years ago I was the Head of Marketing For Bayer Professional Dental product (now owned by Hereus Kulzer) we knew these facts then but advised people to chuck out toothbrushes etc etc. Your OraQuel products really address the problem straight on.

Your range and innovation sounds fantastic, where can we buy these products in the UK ? Are you looking for distribution here? Do heart specialists here know about the range?

Kind regards

Louise

Is This A BRIGHT IDEA?

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Hi Everyone! My name is Martin Calle. I've invented a lot of successful consumer products including Baked Lays Potato Chips, Tylenol Gelcaps and Cold-filtered Miller Genuine Draft. I've also turned around sleeping giant brands for companies like Procter & Gamble turning $300 million Folgers into a business worth $1.6 billion; I've also grown Pampers by $11 billion over the last 10 years. Now I've launched my own company to make ORAQUEL®. ( http://www.oraquel.com/ ) I invented the name, the concept, the formulas, the whole works. ORAQUEL® is "HEART SMART ORAL CARE" because ORAQUEL® stops "ORAL PLAQUE HEART ATTACK." That's right. The AMERICAN HEART ASSOCIATION has conducted studies showing that the plaque found in the arteries of 72% of heart attack victims is oral, not arterial plaque. The accumulation begins in childhood and culminates (or should I say “terminates”) when you are an adult. There are three products in the ORAQUEL® line. OraQuel® Oxygenating Toothbrush Cleaner - which "cleans toothbrushes better than water" to remove the plaque, tartar and gingivitis linked to coronary disease. And OraQuel® foams on contact to tell you it's working - an important visual reinforcement that you need to do this. There is also the fact that using OraQuel® causes children to brush their teeth 33% more often and 20% longer because they like to see it work (no parent or dentist has ever been able to accomplish that!) which is why THE GOOD HOUSEKEEPING INSTITUTE tapped OraQuel® as "THE BEST NEW PRODUCT" for "INNOVATION IN ORAL CARE" in 2004. I also manufacture OraQuelAC® After Care promoted to younger audiences passionate about tattoos, body adornment and body modification - they want to use the product to "prevent tongue piercing infections, keep their mouth clean and promote rapid healing"; and OraQuel Lypht®, "THE LIQUID TONGUE SCRAPER" to help those who gag on solid tongue scrapers. Hey! I was a skeptic too until I figured out that manufacturers actually sell enough tongue scrapers to keep them on the shelves at drug stores such as Rite-Aid, Walgreen's and CVS. My fourth product, LIQUID FLOSS® is also available now. Why did I pick oral care? Well, tobacco, alcohol and paper goods are the top three sellers in chain drug and grocery stores and their costs of entry are too high. The forth largest catergory is personal care or what used to be called health & beauty aids (H&BA). There, the top sellers are first shampoos and conditioners (of which there are too many) and oral care. The cost of entry in oral care is much lower and there are far fewer relevant competitors. The big guys like Colgate Total and P&G's Crest only focus on the five category attributes I defined for them years ago as to why we brush our teeth. (For cavity prevention, breath freshening, gum care, tartar control and whitening of course). Now I'm not big enough to compete against them so I had to find a different avenue and that route is called ORAQUEL®. Please try my products! Check out my web site http://www.oraquel.com/ - it's really different (at least when compared to every other dental and oral care site out there. Thanks!

OraQuel ® - Lowers the incidence of heart disease

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OraQuel ®
Toothbrush rinse lowers the likelihood of heart disease.

(OraQuel® is not a drug, over-the-counter or prescription pharmaceutical) Every time you brush your teeth you increase the liklihood of heart disease and arterial damage. The effects are cumulative over a lifetime. Medical studies link heart disease, arteriosclerosis and the oral plaque that accumulates in arteries and on heart valves (as a result) to poor oral care habits, gingivitis and periodontal infection. Deposited on arterial and heart valves and walls, the majority of oral plaque comes from gingivitis and periodontal gum infection.

OralQuel® lowers the incidence of daily gingivitis and periodontal infection by assuring you a clean toothbrush. Directions: To lower the incidence of reinfections, shake excess water from toothbrushes immediately after use. Pour approximately a half-ounce of OralQuel directly onto toothbrush bristles, assuring penetration to root of bristles. Wait 1 minute. Product may cause slight foam to form between bristles. Rinse and store your toothbrush as you would normally.

OraQuel®, is a new product from CalLabs, the research and development arm of Calle & Company. To order OraQuel® (16 oz.) send $19.95 (+$3.95 S&H) (cash, check or money order) to Greenwich Marketing, Inc. 18881 Patrician Drive, Villa Park, CA 92861. Make all checks payable to Greenwich Marketing, Inc. Please include your name, address, phone number and email address. Get 10% off orders of four or more. All transactions in USD. Returned and NSF checks subject to all fees and $15 handling charge. International customers please add $9.95 shipping and handling.

Find out more about OraQuel® at www.OraQuel.com