From $1,500 to Aalto
Luke and Alexis Withers started with about $1,500, family connections in orthodontics and packaging bought on eBay. The packaging carried someone else's branding. Their solution was a sticker.
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In episode 27 of Queensland Business Stories, the Sunshine Coast couple join Chris Tipper to discuss building Bitesoft, changing the business into Aalto and preparing for the US. The story is about more than starting small. It is about recognising when a profitable model, a familiar job or a local supply chain needs to change.
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Book a CallA small start did not mean a fixed model
Luke and Alexis founded Bitesoft in 2018. Luke's family worked in orthodontic labs, which gave them industry connections, but money was tight. Buying somebody else's packaging and adding their own label was a practical answer to minimum order quantities they could not afford.
The early at-home impression-kit model gained traction during COVID. The founders are careful to acknowledge that many other businesses struggled. For their customers, being at home made convenience and the opportunity to improve their smile more relevant.
Change the care system before changing the name
The founders describe moving to a specialist-led, dentist-delivered model. A partner dentist administers treatment, while a specialist orthodontist creates the treatment plan and guides the dentist through it. Their focus is access to specialist input, not simply selling a lower-priced piece of plastic.
Luke explains that the previous model was already making money. They did not have to change it to keep trading. They changed it because they wanted to build a different kind of care system for patients and dentists. Rebranding from Bitesoft to Aalto followed that decision and supported their plans for the US.
Technology supports the clinician
Patients use remote monitoring to scan their teeth from home every two weeks. The team reviews progress, reducing the need for repeated trips to the practice. The founders say this can be particularly useful for people in rural Australia.
They are clear about the boundary: AI supports the process rather than replacing clinical judgement. Their business lesson is to give technology a specific role. Making access more convenient does not remove the need for the professional responsible for care.
Local manufacturing brings a tradeoff
Australian manufacturing costs more, but the founders value proximity and turnaround time. They describe replacing a lost aligner in around 24 hours rather than leaving a patient waiting weeks.
Growth introduces a different constraint. One lab can only handle so much work. Additional markets require more capacity and suitable manufacturing partners, not just more sales. Their US plans also involve local manufacturing and a separate set of regulatory requirements.
A couple can share the business without sharing every job
Luke and Alexis have been together for 13 years at the time of recording. Running the business together gives them someone to work through difficult decisions with, but it also means recognising their different strengths. Luke focuses on marketing and sales; Alexis is stronger in admin and finance.
They describe a familiar founder problem: the person who once had to do everything can eventually become the bottleneck. Enjoying the work is not the same as being the best person to do it at the next stage. They are learning to hand work to people with deeper experience instead of wishing they could duplicate themselves.
Make the desired behaviour easier
Used aligners are another practical problem. The founders describe asking patients to keep and return them, with a $150 incentive. The returned material goes to an Adelaide facility for energy recovery.
The useful operating lesson is the incentive itself. A return programme needs participation to work. Giving patients a clear reason to act is more concrete than assuming an environmental message will be enough.
Research the market before trying to repeat the model
The US is not simply a larger version of Australia. Luke and Alexis discuss state-specific healthcare rules, partner-practice contracts, local manufacturing and different limits on marketing claims. They have engaged legal advice and stress the need to research the requirements before expansion.
The conversation does not present international growth as finished or effortless. It shows the work behind it. A strong customer proposition still needs an operating model that fits the place where it will be delivered.
Connect with Luke and Alexis
Visit Aalto to learn about the business and its partner practices. Luke and Alexis also welcome contact through Aalto's Instagram, TikTok and Facebook channels.
What needs to change before your business grows?
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