Not surprisingly, my friends’ business has exploded. Their success is a classic example of the wisdom of “unglamorous” businesses proclaimed by my Wharton entrepreneurship professor Ed Molt. There is far more demand, greater profit potential, and far less competition, in businesses no one wants to go into. Think waste removal, Port-A-Potties, pig farming, and um, lice treatment. Because these businesses meet a dire, price-insensitive need. “I don't think you can be a working mom and tackle head lice on your own --that's why we're here,” explains co-founder (and mom of five) Liz Solovay. Since 2007, The Lice Treatment Center [1-888-LICE-AWAY or 1-888-542-3292 or www.licetreatmentcenter.net] has helped more than two thousand families in New England, Washington, DC and Philadelphia, as well as schools and camps from New Jersey to Maine. The company’s Jolis Cheveux products are also available in pharmacies and online.
Which is really great, considering the message I got from my husband yesterday. My cell phone beeped just as I was sitting at my desk, preparing to dig into a stack of work projects and emails pushed aside by the winter holidays. He was in New York with both our daughters visiting cousins and celebrating his dad’s birthday.
“Um, honey? “ His voice quavered on my voicemail. “I know this is a terrible message to leave so prepare yourself. I just found out that the cousin Morgan and Tallie spent all yesterday playing with has been officially diagnosed with…ah…lice.”