Dee Wright, owner and manager of The Hairforce, has over 20 years experience as a senior Planning Director and Strategic Consultant in advertising.  She was a partner for nearly nine years in the most innovative agency of the 90’s, HHCL, changing the fame and fortunes of big UK brands like Tango and The AA. Prior to HHCL she was a Board Director in a major blue chip multinational advertising agency, DMB&B. Her skills are in the strategic positioning and development of brands in all forms of communication, business strategy and internal company culture. 

When she was a child Dee always felt that at some point in her life she would run her own business.  Whilst she has worked in quite entrepreneurial businesses throughout her career, and been a Director and a Partner in advertising agencies, it is not the same as creating something different yourself from scratch, and seeing if you can keep on delivering and growing it. Dee needed to have a go.

Dee was inspired to start The Hairforce - Lice Assassins to create a product that was really needed in the hair care industry. She found that in a £30 million product driven market, 80% of products were ineffective. This lack of efficancy; the increasing concern around chemical treatments; and the lack of time parents and children have to check and clear has meant that the nits and lice issue has reached epidemic proportions.   

Dee felt passionately that it was possible to solve this problem simply and give parents and children the support they needed. Dee looked at all these issues and created the first service she feels guarantees the elimination of head lice, relieving both the pressure and the stigma.

Dee researched extensively, test marketed, wrote a business plan, and just got on with it - reaching out the whole time for advice, help and mentoring.  It got off the ground and has developed through a combination of self-finance, grants and organic growth and because this is a modern business it works from home.

Dee is a very self motivated, over ambitious person who loves to create and develop things. She has found it very challenging to build something every day, likening it to having another child – "you gave birth to it, you’ve invested so much in bringing it up, so you just don’t give up on it.  You nurture it. You love it. The only difference is that you will sell it one day!"

What Motivated you into Self Employment?
"The consuming desire and need to create something from absolutely nothing – and to be responsible for that. To create change. To be personally responsible for creating opportunity for others. To be my own boss and be a good boss to others."

What do you know today that you wish you had known when you started?
"How selfish being an entrepreneur actually is."

What's it take to be a successful entrepreneur?
"Guts, persistence, energy, determination, belief."

What advice would you give to someone starting up their own business?
"Ask yourself 3 things and answer them honestly:

1. Do you have the commitment for the long term?
2. Do you have it in you to work really, really hard, everyday for as long as it takes?
3. Do you have it in you to embrace failure and use it to create yet more success?

If you can truly say yes to all these then have a go."


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