BIH Interview - From Crunching Numbers To Orthodontics And Building The American Dream

Meet Dr. Todor, a man of many talents and an inspiring example of what it means to build the American dream from scratch. Not only is he a distinguished orthodontist, but he's also a successful entrepreneur and a passionate community leader. 

His journey from Bulgaria to establishing a thriving orthodontic practice in the heart of San Francisco is a testament to perseverance, adaptability, and the power of community. Dr. Todor's story is a success story for aspiring entrepreneurs in the CEE region and beyond. 

In this candid interview, he shares insights into his career switch, the challenges of starting a business from the ground up, and his continued commitment to giving back to the Bulgarian community.

How did you first get in contact with BIH, and what motivated you to join its mission?

I got connected with BIH mainly through Pavlina, whom I've known for quite some time. We met through mutual friends. In fact, when a Bulgarian friend of mine first moved to San Francisco, I stayed with her, and she was good friends with Pavlina—that's how we got introduced. As a Bulgarian who has lived in the States for over 27 years, I've gone through various career paths. Initially, I was an economist, doing mathematics and statistics, and was even in a PhD program, working in consulting. But then, I decided to switch careers and pursue dentistry, which led me to become an orthodontist. 

It's been a long journey to find what I truly enjoy doing and how I can best help people. I’ve always felt a strong connection to the Bulgarian community, as I was born and raised in Bulgaria. 

I came to the U.S. alone at 20 years old with just two suitcases and $500 in my pocket. Now, I’m proud to say I’ve established a very successful orthodontic practice in San Francisco, the city of my dreams, which I now call home. Staying connected to the Bulgarian community and helping wherever I can is very important to me. I want to inspire others by showing what’s possible in this country.

Can you share a little about what inspired you to work in your industry and your own entrepreneurial journey?

Initially, I studied economics and math because I grew up in Bulgaria during a time of significant transition—from a centralized economy to a free market. It was the path to follow at the time, and mathematics and statistics came naturally to me, so I didn’t have to work too hard to be successful. However, something was missing—like the passion for helping people directly, the human interaction. That’s when I decided to explore the medical profession through dentistry. Then I decided to specialize further, spending an additional three years in orthodontics at Columbia University in New York City.

After my residency, I returned to California to practice in San Francisco. 

I absolutely love what I do. I arrive at work with a smile and leave with a smile. It’s a passion that I discovered later in life, after trying out different fields where I was good but not entirely fulfilled. 

When you do something you’re passionate about, it just feels natural and easy. Helping people and making a direct impact on their lives is incredibly rewarding for me. We often say that we change lives by boosting people’s confidence, especially kids, which empowers them to achieve whatever they want in life.

You were already a success story in the making. What was it like changing career paths?

I had already finished my schooling and was working in Cambridge, Massachusetts, primarily on the East Coast. I was behind a desk, crunching numbers, helping big corporations make more money, but I didn’t feel like I was making a personal impact. 

I had friends who were dentists, orthodontists, or physicians, and I admired their stories and how they helped people. That’s what inspired me to consider a similar path. In dentistry, you have the opportunity to run your own practice, be your own boss, and be an entrepreneur. I like variety in my work—some days I focus on marketing, other days on HR or managing the team, and of course, clinical work. I even feel like a psychologist at times, handling different people and situations. This variety keeps me motivated and fulfilled.

Community leadership is all about offering strategic support. What lessons did you learn along the way being a part of an entrepreneurship community?

Running a practice comes with its challenges, especially when you start from scratch, as I did. 

When I opened my practice, I had zero patients and just two employees. This happened right after the COVID-19 pandemic started, which made things even more challenging. However, perseverance, consistency, and hard work have always been my guiding principles. I never take anything for granted. I’m proud of what I’ve achieved, but it didn’t come easily. I had to go out into the community, spread the word about my practice, and get involved wherever I could. The Bulgarian community and BIH have been great platforms for me to share what I do and help more people who need it.

Many friends have told me that I’m almost living the American dream. I came with nothing, went through different career paths, and now have a successful practice where I see 50-60 patients a day and manage a team of 10. My practice is highly digital and modern, which I love. The Bay Area’s culture of innovation inspires me to stay at the cutting edge of my field, whether it’s through 3D scanning, digital brackets, or Invisalign aligners. Despite the challenges, including starting a practice during a pandemic, we’ve grown significantly. We acquired 100 patients in the first year, which is quite an achievement in orthodontics. Currently, I start over 400 cases yearly.

All of this does sound perfect on paper. But in practice, did you have any moment when it seemed almost too difficult to accomplish?

Acquiring a new practice comes with its own set of challenges. I acquired the patients and staff from an existing practice and had to merge them with my startup. These were people I didn’t hire, and patients I didn’t start treating, so it was a bit tricky initially. 

There were staffing issues, some employees left, and it took time to find the right balance. San Francisco is also an expensive city to live and work in, which adds to the overhead and the need to balance staff satisfaction with business growth. However, after nearly four years, I’m happy to say that my team is now stable, and everyone shares my vision for the practice. We’re seeing a 35% growth year-to-date, which is significant, especially considering that the orthodontics field has seen a decline in new cases across the U.S. for the past three years.

How did you manage to keep the culture intact?

I believe in keeping an open mind. When I took over the practice, I didn’t want to change everything right away, even though I had many ideas. For the first year, I mostly observed how things were done to understand the existing culture. Gradually, I started introducing my own innovations. The previous orthodontist had built a great practice, but it was somewhat outdated. My goal was to bring in the latest technologies and best practices without overwhelming the team or the patients. The key was to introduce changes gradually and ensure everyone was on board.

What would you advise entrepreneurs who are looking to establish or scale their business in the U.S.?

Perseverance and consistency are crucial. I see every challenge as an opportunity. For example, when I noticed a decline in referrals from general dentists, I saw it as a sign that I needed to reach out more directly to the community. This inspired me to get more involved in community events and work on direct-to-consumer marketing. Initially, my practice relied heavily on referrals from general dentists, but as some of them started doing orthodontics themselves, I had to adapt and find new ways to grow.

What recommendations do you have for founders who choose to be part of the Future Unicorns Accelerator?
Keep an open mind and look for different opportunities. As an immigrant, I’ve focused on building a practice that resonates with different communities, whether it’s the Bulgarian community, Eastern Europeans, or the LGBTQ+ community. Each of these focus areas has contributed to the growth of my practice. I believe in identifying and serving specific communities that can support and reinforce each other.

What can CEE founders do to bridge the gap when it comes to creating global impact and dreaming big?

In the U.S., I’ve noticed that people are quick to embrace opportunities, even if they seem challenging. There’s a mentality here of having nothing to lose and going for it. That’s how I felt when I first came to the U.S. Initially, I was more cautious, but once I obtained my green card and U.S. citizenship, I became more eager to take on new opportunities. My mindset now is that there’s never a perfect time to do something—the right time is now. I don’t overthink things anymore. Instead, I aim for 80% perfection, which is good enough to keep moving forward.