Jennifer Gerard – Founder and CEO of Whitening Lightning

[quote style=”boxed”]Start doing what I am doing now, only I would have started much sooner.[/quote]

Jennifer Gerard is the founder and CEO of Whitening Lightning, makers of the highest quality professional home teeth whitening products on the market today. With a lengthy career in automobile sales, Jennifer decided to expand her ambitions elsewhere, resulting in the creation of Whitening Lightning. In less than 5 years Jennifer has become an industry leader in consumer teeth whitening product sales while expanding her business to include cosmetics. Whitening Lightning products are some of the most blogged about products on the internet and have been featured in countless magazines and on websites. In 2013, Jennifer was proud to see her Dial A Smile: Professional Home Teeth Whitening System featured on Hallmark’s Marie (with Marie Osmond) and on the syndicated series The Ricki Lake Show.

What are you working on right now?

I am currently working on several new products, joint ventures, and splitting off our cosmetic line on to its own label. Very exciting stuff

Where did the idea for Whitening Lightning come from?

A friend suggested I start a mobile teeth whitening service. I thought he was crazy but here I am only a few years later.

How do you make money?

We sell our teeth whitening and beauty products online through our website and thru strategic partners.

What does your typical day look like?

Currently, I am focused on new product development and strategic partnerships so my days are a crazy mix of meetings, dealing with suppliers, and testing formulations.

How do you bring ideas to life?

Bringing ideas to life is a process especially in new product development. I will usually find my “go to” person to help me with the task. Sometimes it is months or years of testing formulations and designing packaging. It’s so exciting when it finally does come to life.

What’s one trend that really excites you?

We are super excited about YouTube. Not so sure it’s a trend, it may be here to stay !

What was the worst job you ever had and what did you learn from it?

I used to work in an auto dealership. It is a terrible, dirty business with many negative people. I learned so much about people and the power of positive thinking

If you were to start again, what would you do differently?

Start doing what I am doing now, only I would have started MUCH sooner.

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Count my blessing and be grateful for all that I have. Gratitude is so powerful.

What is one failure you had as an entrepreneur, and how did you overcome it?

I tend to trust everyone which is not a good trait for an entrepreneur to have. I have overcome it by keeping my most trustworthy people closest to me. They are always watching out for me.

What is one business idea that you’re willing to give away to our readers?

I would love to see a chain of restaurants that have a natural juice / alcohol bar and an organic non GMO, gluten-free, vegetarian and vegan menu.

If you could change one thing in the world, what would it be and how would you go about it?

I would introduce everyone to Jesus so the world would be kinder and happier.

Tell us something about you that very few people know?

I am very shy.

What are your three favorite online tools or resources and what do you love about them?

Google analytics ~ helps me to understand my customers and where my best sales are coming from
Alexa ~ helps me understand how my website fares compared to others
YouTube~ anytime I need a “how to” , YouTube is my “go to”

What is the one book that you recommend our community should read and why?

“The Slight Edge” by Jeff Olson . It’s all about how doing little things consistently over time add up to big success. Nothing happens over night and when we stop trying to make a quantum leap and start making good decisions over time it adds up.

Three people we should follow on Twitter and why? (please don’t include yourself)

@JeffBullas he is a social media GENIUS!
@DanielGoddard he is so motivating
Follow someone you love because you want to keep those you love close.

When was the last time you laughed out loud? What caused it?

Every day. My boyfriend is my comedian .

Who is your hero, and why?

Jesus for all He endured for us!

How do you keep getting up everyday and keep moving forward as a business woman?

I keep getting up and moving forward because I love what I do and I have a passion for succeeding. So much of my success I attribute to the positive and competent support team that I surround myself with. I am a lucky woman to have so many people I can count on to help me move forward. I am also appreciative that I can help them succeed along with me.


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