Interview with George Guttroff,
President and CEO for Ortho Organizers, Inc.
www.orthoorganizers.com
About Ortho Organizers:
Ortho Organizers is a leading manufacturer of dental orthodontic products and supplies; products that most people associate with "braces." In the United States we provide these products directly to the doctor, and in international markets we operate through a network of independent distributors.
What is your professional background?
While my early career took a sales and marketing path, I have been in executive management for the past 15 years. Most of my career has focused in the dental and medical device markets while working for such companies as Zimmer Holdings and Dentsply International.
When did you start with Ortho Organizers?
With the backing of two private equity firms, Ampersand Ventures and Celerity Partners, I led a management team in the acquisition of Ortho Organizers. When this transaction closed on Aug. 5, 2005, I assumed my current role of president and CEO.
What are your duties or responsibilities at Ortho Organizers?
Typical with most president and CEO roles, my responsibilities go down two paths. My role as president keeps me focused and engaged in the day to day operations of the company. That begins with articulating my vision for the company and consistently communicating that message. From there, my major responsibility is to ensure that the entire organization has the resources to realize that vision. Fortunate for me, once those resources are provided, I have an extremely talented management team to implement the business plan formulated to achieve our goals.
As for my CEO role, I collaborate with our board of directors and executive management team to create, implement, calibrate and modify a strategic plan designed to expand shareholder value. As with most companies, these growth plans either reside internally with organic revenue growth or externally with merger and acquisition opportunities.
What is the most challenging aspect of your job?
I believe that the most challenging aspect of my current position is enacting the cultural changes in the organization required to achieve our corporate aspirations. The business we acquired in 2005 was an established and well-managed business with an excellent work force. The entrepreneur who founded the business 30 years ago had run the company like a "family" business. Many employees had been with the company for 15 to 20 years; some were still here from the very first days of operations. Once the acquisition took place, the business assumed a new personality and was managed by a new group with a different management philosophy and different business and financial objectives. Reengineering our company structure and transitioning our corporate culture is a primary challenge and is critical to our ultimate success.
What do you enjoy most about your position?
Same answer as the previous question. Taking on the challenge of frame-breaking change in an organization, while very challenging, is extremely rewarding. It is exciting to see most of our team members make the transition to the new business paradigms and grow as individuals. And while all of our 250 employees will not make the turn, because of either ability or desire, I am gratified to see the majority of our team make the move.
What makes your company unique?
One of the things that makes Ortho Organizers unique is the approach we take in growing our business. Ortho Organizers has always provided high-quality products by investing in cutting-edge technology. We were one of the first companies to utilize metal injection molding in our manufacturing process. This allowed us to produce products at higher volumes, with improved yields, and greater consistency than the prevailing technology. But it is our educational approach that makes us unique and has enabled us to grow at double the industry rate.
Most people are not aware of this but many general dental practitioners receive very little orthodontic education in dental school. Ortho Organizers has built a very robust continuing education curriculum designed to increase orthodontic awareness within the dental community. We expand their perspective on orthodontics beyond straightening teeth, and educate them about the medical and functional implications of poor orthodontic health. Creating a more informed dentist can create a more informed patient.
How many employees are at your Carlsbad location?
We have 250 employees at Ortho Organizers, most of whom are located in our Carlsbad facility. We also have a manufacturing plant in Columbus, Ind., where many of our plastic products are produced.
What do you do in your time away from work?
My duties at Ortho Organizers certainly limit the amount of time I have away from work. But that which I am able to find cheerfully gets shared with the family. My wife, Judi, and I truly enjoy our involvement with our children's activities. These days, those activities are strongly aligned with sports. Whether it bis basketball with our son, Zack or soccer with our two daughters, Alexa and Madison, our social circles seem to revolve around the families of our children's sports teams.
President and CEO for Ortho Organizers, Inc.
www.orthoorganizers.com
About Ortho Organizers:
Ortho Organizers is a leading manufacturer of dental orthodontic products and supplies; products that most people associate with "braces." In the United States we provide these products directly to the doctor, and in international markets we operate through a network of independent distributors.
What is your professional background?
While my early career took a sales and marketing path, I have been in executive management for the past 15 years. Most of my career has focused in the dental and medical device markets while working for such companies as Zimmer Holdings and Dentsply International.
When did you start with Ortho Organizers?
With the backing of two private equity firms, Ampersand Ventures and Celerity Partners, I led a management team in the acquisition of Ortho Organizers. When this transaction closed on Aug. 5, 2005, I assumed my current role of president and CEO.
What are your duties or responsibilities at Ortho Organizers?
Typical with most president and CEO roles, my responsibilities go down two paths. My role as president keeps me focused and engaged in the day to day operations of the company. That begins with articulating my vision for the company and consistently communicating that message. From there, my major responsibility is to ensure that the entire organization has the resources to realize that vision. Fortunate for me, once those resources are provided, I have an extremely talented management team to implement the business plan formulated to achieve our goals.
As for my CEO role, I collaborate with our board of directors and executive management team to create, implement, calibrate and modify a strategic plan designed to expand shareholder value. As with most companies, these growth plans either reside internally with organic revenue growth or externally with merger and acquisition opportunities.
What is the most challenging aspect of your job?
I believe that the most challenging aspect of my current position is enacting the cultural changes in the organization required to achieve our corporate aspirations. The business we acquired in 2005 was an established and well-managed business with an excellent work force. The entrepreneur who founded the business 30 years ago had run the company like a "family" business. Many employees had been with the company for 15 to 20 years; some were still here from the very first days of operations. Once the acquisition took place, the business assumed a new personality and was managed by a new group with a different management philosophy and different business and financial objectives. Reengineering our company structure and transitioning our corporate culture is a primary challenge and is critical to our ultimate success.
What do you enjoy most about your position?
Same answer as the previous question. Taking on the challenge of frame-breaking change in an organization, while very challenging, is extremely rewarding. It is exciting to see most of our team members make the transition to the new business paradigms and grow as individuals. And while all of our 250 employees will not make the turn, because of either ability or desire, I am gratified to see the majority of our team make the move.
What makes your company unique?
One of the things that makes Ortho Organizers unique is the approach we take in growing our business. Ortho Organizers has always provided high-quality products by investing in cutting-edge technology. We were one of the first companies to utilize metal injection molding in our manufacturing process. This allowed us to produce products at higher volumes, with improved yields, and greater consistency than the prevailing technology. But it is our educational approach that makes us unique and has enabled us to grow at double the industry rate.
Most people are not aware of this but many general dental practitioners receive very little orthodontic education in dental school. Ortho Organizers has built a very robust continuing education curriculum designed to increase orthodontic awareness within the dental community. We expand their perspective on orthodontics beyond straightening teeth, and educate them about the medical and functional implications of poor orthodontic health. Creating a more informed dentist can create a more informed patient.
How many employees are at your Carlsbad location?
We have 250 employees at Ortho Organizers, most of whom are located in our Carlsbad facility. We also have a manufacturing plant in Columbus, Ind., where many of our plastic products are produced.
What do you do in your time away from work?
My duties at Ortho Organizers certainly limit the amount of time I have away from work. But that which I am able to find cheerfully gets shared with the family. My wife, Judi, and I truly enjoy our involvement with our children's activities. These days, those activities are strongly aligned with sports. Whether it bis basketball with our son, Zack or soccer with our two daughters, Alexa and Madison, our social circles seem to revolve around the families of our children's sports teams.