Dawn Mucci - CEO of Lice Squad Canada

Author: shawna@frantechmedia.com

Date: APR 13th, 2012

Topic: Interview with a CEO

Dawn Mucci is a mother of three, entrepreneur, franchisor, writer, published author and corporate citizen who is passionate about business and franchising. She has been recognized for creating a new franchise concept in Canada with her company Lice Squad Canada and continues to contribute and give back to the franchise industry and business community by sitting on the Board of Directors for The Canadian Franchise Association, The Innisfil Chamber of Commerce and the Economic Development Advisory Council for Innisfil. Her real world experience in business have given her a unique and creative enthusiasm and a passion for helping people which she shares through her franchise opportunity, writings and other professional endeavours.

BeTheBoss: Tell us about Lice Squad Canada Inc.

Dawn Mucci: Lice Squad Canada Inc. is a unique concept and the first of its kind in Canada. It is a niche business that caters to a large child centered market that includes; families, schools, camps, daycare centers and other organizations? There is little to no competition in this industry making this an attractive investment. We provide head lice removal, screening, education and pesticide free products via mobile and clinic based service and via our on line store and call center. Our mission is to dispel the stigma associated with head lice and to stop the over use and abuse of pesticides on children and our planet.

BTB: How and when did you become involved with Lice Squad Canada?

DM: I founded the company in 2001 after my own horrific nightmare with head lice in my family and began to franchise the concept in 2002. I went looking for help and quickly realized that there was nothing available. I saw a need and decided to become the help I so desperately needed and in doing so discovered and opened up a whole new market that ultimately changed the way Canadian’s treated head lice.

BTB: What was your background prior to joining Lice Squad Canada?

DM: I was born an entrepreneur and have always used my over active imagination to create opportunities. I have a wealth of experience in various fields and possess a natural ability and passion for learning new things. I bring real world experience, passion and a creative enthusiasm to my current role as CEO of Lice Squad Canada Inc.

BTB: What are some of the advantages in being a Lice Squad Canada franchisee?

DM: Advantages include a large protected market with little to no competition and the support and direction of head office to help you reach your full potential. You are under the umbrella of a trusted brand with over 10 years of previous experience known for starting the head lice removal industry in Canada. Our call center and administrative support allows the franchisee to focus on what matters most in their business. Spending time providing quality service and marketing to grow their client base. A low investment opportunity with lower than average operation cost means you see profits sooner.

BTB: Who is your ideal franchisee?

DM: Our ideal franchisee has sales and marketing experience, is people oriented, with management skills and is very connected with their community. They must have a genuine interest in working with families and kids and be highly motivated to succeed. A good sense of humor and enthusiasm never hurts.

BTB: Tell us a little about the Head Lice Treatment Market?

DM: Head lice are a common affliction and can affect anyone regardless of age, race, or economic status. There are 2.4 million annual head lice cases and growing as the population continues to grow. Meaning 13,000 households are affected. 7% of this is 900,000 potential customers per region. Lice Squad Canada is leading this industry and continues to expand as we add new members to our family and reach more and more communities across Canada.

BTB: What are some of the greatest lessons you’ve learned in growing this franchise?

DM: The great test lesson I’ve learned in growing this franchise is to put people first. Our culture is paramount and it is based on treating others as you wish to be treated. We have a culture of caring. There is power in numbers and in collective thinking and vision. Pick the right people first, get them focused on the mission and vision and prepare them for success with the understanding that this can only happen if we are all on the same page and following the same program. We must remain diligent in providing the best service and support to both our customers and our service providers.

BTB: Do you have a mentor and is their someone you use for inspiration?

DM: I am inspired by the givers of the world, those who are humble and transparent in their dealings with others. I have several mentors and try to surround myself with quality people who inspire and motivate me to continue to grow and learn. I will give a big shout out to my family as being my greatest inspiration.

BTB: What advice do you have for someone looking to acquire a Franchise?

DM: Do your homework, be passionate about the business and promise to commit to giving it all you have. Success only comes from hard work and dedication to following a proven system and being part of the franchise team. If you want to be a Lice Squad Franchisee you need persistence, passion and purpose. It is your job to make Lice Squad look good and make our clients big fans. Our job is to do everything to support you in those efforts.

BTB: In your opinion, why do you think that Lice Squad Canada would be a great opportunity for someone?

DM: We have a great culture, concept and are a valuable resource for many communities. There is little to no competition and we support your success in every way. Low start up and operation makes this franchise ideal for all and allows franchisee to see profits sooner.