Future Gold Coast: HiSmile founders Nik Mirkovic and Alex Tomic back Coast future

The Gold Coast should be doing all it can to back small start-ups, according to the self-made multi-millionaires, favoured by the Kardashians, who call the city home. Here’s how you can do it too.

THE founders of Gold Coast-based oral care juggernaut HiSmile weren’t even 21 when they stormed the global market.

Nik Mirkovic, 24, and Alex Tomic, 25 are already looking well into the future to make sure the multimillion-dollar brand has staying power, and they intend to do it from the Gold Coast.

Three years after the company was founded on a $20,000 investment, the duo debuted as the youngest entrants on the Australian Financial Review’s 2017 Young Rich List, with a combined net worth of $46 million.

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Gold Coast businessmen Alex Tomic and Nik Mirkovic are both proud of their city. Picture: Glenn Hampson

U.S. celebrity Kylie Jenner is among the big names endorsing the brand. Picture: Instagram @kyliejenner

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HiSmile’s extensive online marketing has been widely documented, attracting a number of endorsement deals with high-profile fans Kylie Jenner and Kim Kardashian to UFC fighter Conor McGregor.

It’s a tactic that’s fuelled its rise.

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The pair credit growing e-retailers for opening the door for start-ups, annexing international time differences and directly targeting potential buyers as they scroll on Facebook.

“It’s given us the access to billions of people globally and it’s given us the right to access their attention in the palm of their hands,” Mr Tomic told the Bulletin.

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UFC champ Conor McGregor is among those spruiking HiSmile. Photo: Instagram @thenotoriousmma

HiSmile credits an extensive online presence for its success. Photo: Instagram @hismileteeth

“Without that there would be no chance of a brand like HiSmile existing or even having a chance from a place like the Gold Coast to break into the space.

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“It wouldn’t have worked 20 or 30 years ago. There’s no more taped-off zone where only the big guys can compete, it’s anybody’s game from any country, the access is global for anyone with the best idea, best service and best price.”

The pair still have their 70-person headquarters at Mermaid Beach on Gold Coast Highway, with plans to grow to a staff of 1000 within the next five years.

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Nik Mirkovic and Alex Tomic from HiSmile. Picture: Adam Head

They are eager to see the Gold Coast embrace more start-ups wanting to call the city home, in order to further diversify the city’s tourism and film markets.

“The Gold Coast is an amazing place to live and the more people realise that, the more they will want to relocate and that will grow the talent pool,” Mr Mirkovic said.

“We want to show that from the Gold Coast you can create and build anything you want,” Mr Tomic added.

But being good in 2019 isn’t enough, with the pair “obsessively” looking for the next marketing platform or product advancement to keep ahead of the curve.

“It’s getting more expensive to advertise on Facebook and Instagram because a lot of businesses and brands are jumping on it now,” Mr Mirkovic admitted.

“If you’re not consistently providing the best service, or giving the best product, someone else will go out and do it,” Mr Tomic said.