Ambitious Growth Plan Pays Off for Solaris Dental Solutions

In 2006, Aurum Prosthetics, an eight-employee, full service lab in Stoney Creek, ON, was doing well, and Co-Owners Frank Molon and Gino Marino were ready to take things to the next level. But like many lab owners looking to grow, their expertise was on the technical side of the business and they needed some direction.

Enter Gary Molinaro, Molon's childhood friend who had recently left his job in corporate sales and marketing. Molinaro came aboard as a consultant and, after months of market research, he made some realizations: "While the laboratory was known for its high quality, few people beyond our 15-mile radius knew about us," says Molinaro. "I also felt we'd have more success by focusing on higher-end dentists who are looking for top-level service, and we had to capture their attention."

Molinaro came up with an ambitious plan for growth, including completely rebranding the laboratory, acquiring some smaller laboratories, moving into a new facility and creating an...