1

Maximum Valuation

In a typical DSO model, investors would own around 50% of the equity, doctors would own around 40%, and management would own around 10%. However, at ICON we do not have investors so we reward our doctors with 90% of the equity upside. Thus, as we grow, 90% of the upside goes to our doctors!

2

Doctor Autonomy

Our doctors make all clinical decisions in their practices to ensure focus remains on clinical excellence and desirable patient treatment outcomes. Doctors decide which procedures to provide, what treatments to prescribe, which labs and supplies to use, and related clinical decisions. This autonomy is clearly defined in our legal documents.

3

Staffing Autonomy

It is commonplace among DSOs for the corporate team to make changes or cuts to the practice staff which inevitably upsets doctors and fellow practice teammates (a.k.a. “corporate dentistry”). To make sure this does not happen at ICON, we have clearly defined in our legal documents that doctors have full control over all practice staffing decisions (i.e., hiring, firing, setting pay rates, and which benefits are offered).

4

Doctor Led Organization

The majority of the ICON Board is comprised of doctors who are currently practicing in the group. This helps ensure partner doctors have a voice in the direction of ICON, and are well represented in the decision-making process. The only person on the Board who is not a doctor is our Co-founder and CEO, Ian McNickle.

5

Culture

Our goal is to be the “Partner of Choice” among doctors and their teams. We listen to what matters to people, act on their feedback, and foster an environment they are excited to join.

6

Financial Alignment

Our doctors receive ALL of their equity at the holding company level, the same level as the executive team. This creates total alignment for all equityholders, and significant upside potential for all shareholders.

7

Rewarded for Future Growth

ICON takes a unique approach by annually granting doctors additional equity units as they grow their practice EBITDA each year. Doctors never leave money on the table by joining ICON during a growth phase of their practice. This is a powerful incentive and wealth generator so doctors are always rewarded for their ongoing efforts and results!

8

Doctor Leadership

Our doctor group is impressive. Many of our doctors lead study clubs, lecture as industry KOL’s, and teach at national CE programs. In addition, some of our doctors are current or past-presidents of state dental associations, and are involved at various levels of organized dentistry. We are committed to the future of the dental industry.

9

Industry Leading CE

ICON has partnered with and been exclusively endorsed by the Seattle Study Club (SSC). This is due to our mutual focus on high standards of clinical performance, and always striving to reach the next level. Our partnership creates tremendous synergy for both organizations. Our doctors and executive team are also involved and teach at many of the leading CE institutions in the country such as the KOIS Center, the Pankey Institute, Spear Education, and the Misch Implant Institute.

10

Executive Team Experience

The ICON executive team has over 250 years combined experience in the dental industry, and consists of an all-star team of industry KOL’s, former CEO’s of other dental companies, leading consultants, and award-winning executives (including podcasters, book authors, and national speakers).

11

Delegate Non-clinical Items

Our highly experienced Practice Support Team will take over management of the non-clinical aspects of the practice (i.e., marketing, IT, HR, finance, accounting, paying bills, administering payroll processing, procurement, maintenance, compliance, legal, etc.) so doctors can focus on clinical execution and working with their teams. Typically, doctors will work fewer hours overall and have less stress since non-clinical items have been delegated.

12

Growth Rate / Financial Upside

An important aspect of any group is their ability to grow since this has a direct impact on equity performance (financial gains). Our executive team’s extensive network has allowed us to generate doctor referrals much faster than typical groups. In addition, our industry-disrupting business model generates a lot of referrals from our existing doctors since they love our approach.

13

Career Development & Opportunities

Unlike private practice, our doctors and team members have a wide range of career development and job opportunities beyond their current positions. The ICON Training Institute was established to provide extensive in-house curriculum and tools for personal and professional development. We want our partners to explore their interests, and achieve fulfilment. It’s an easy choice to partner with ICON.

14

FREE Equity Units

When initially partnering with ICON, doctors who choose to roll all of their practice-level equity into ICON equity are awarded with a significant amount of free additional equity units in ICON! This is our way of saying thank you for investing in the growth of the company. (Note: this is an optional choice for doctors, and is certainly not required in order to join ICON).

15

We Live Our Values

Last, but certainly not least, we are guided by our core purpose and set of values that serves to define our approach to business, and how we treat each other.