Pros
Nice close-knit environment with nice people where everyone knows everyone and often befriends/hangs out together outside of work. Good sense of purpose working to reduce cost and time for orthodontic work for both doctors and patients, making beautiful healthy smiles more affordable and accessible to all. CEO of this company isn't some faceless remote exec—he actually works in an office two or three doors from your own. He knows all of his employees by name, and he himself throws little employee of the month celebrations to recognize those who have put in the hard work into his company.
Cons
Small family business means they do not have the capital to pay their employees as well or give out large benefits just yet compared to a big corporation in a similar field with a ton of money and years of experience. You're essentially trading away a big paycheck for a cozier work environment. If you're just looking for a place to clock in and clock out and keep to yourself, keep work/personal life strictly separate, the close-knit community may feel kind of suffocating.
