In 2011, a pair of entrepreneurs challenged an industry ruled by a few giant companies. They did this by asking a question that changed business: Is Gillette really the best a man can get?
The pair were frustrated by the process of buying razors in a store where blades from giants like Gillette were priced so high that stores kept them in locked display cases. Betting that others were looking for a cheap, convenient alternative, the duo launched Dollar Shave Club and began selling razors and blades for as cheap as $3 a month and shipping them directly to customers.
Within a year of launching, they raised over a million dollars in seed money; within a decade, they had a $1 Billion valuation—disrupting the established norms of how we buy.
Key takeaways:
- The rise of DTC brands has made direct customer acquisition more valuable than ever
- Subscription brands can get a high lifetime value from a single customer
- The best publishers have figured out how to enhance their content and marketing placements to optimize the user experience and drive better results for brands
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