1 razor brand, which saw its market share fall from 71% in 2010 to 59% in 2015. The company turned out to be a disruptive rival and actually snatched market share from incumbents like Gillette, still the No. A report in Harvard Business Review said the online market for razor blades has grown from virtually zero to $263 million, citing estimates from Slice Intelligence, a market research firm, owing to the momentum of Dollar Shave Club. Going through media reports will tell you what Dollar Shave achieved in such a short span of time: it actually created a market for razor blades. Some of them also took to Twitter and LinkedIn to voice their enthusiasm.īut what makes Dollar Shave so appealing is not a testament to the attraction of e-commerce so much as it is about building a formidable online brand, says a Bloomberg report. Join us for the NewCo Shift Forum, where 400 of the best minds in business, technology, and government will come together for two days of focused, action-oriented dialog.The announcement of the billion-dollar acquisition, in fact, raised hopes for a lot of venture capitalists back home, with some of them giving themselves a pat on the back as if their thesis of backing niche e-commerce start-ups had just received validation. We’re now accepting applications for delegates, and we’d love for you to learn more and apply. Dubin - with his experience of scaling a brand while working to preserve its core mission and values - is a timely, important contributor to these discussions.Īt the NewCo Shift Forum, he’ll be joining 400 of the best minds in business, technology, and government, to help us explore a new compact between business and society. As established, incumbent firms manage rapid technological change and the shift to mission-driven business, they’re looking outside their industries, bridging divides, and working together to chart a new course forward. That’s why we’re excited to welcome Dubin to the NewCo Shift Forum this coming February. This acquisition shows that scrappy startups like DSC and behemoths like Unilever - NewCo’s and BigCo’s, as we like to call them - actually have a lot to learn from each other. It’s a fascinating union between a disruptor and an incumbent, and Dubin sits right at the middle of it. Unilever has the deep category expertise, distribution, and reach necessary to help bring DSC to the next level. DSC has an honest mission to make shaving cheaper and simpler, and they built a disruptive business model to do so. So far, the results have been good: as DSC’s latest ad campaign has shown, the company clearly hasn’t lost touch with its sense of humor.Īlso, this acquisition shows that scrappy startups like DSC and behemoths like Unilever - NewCo’s and BigCo’s, as we like to call them - actually have a lot to learn from each other. Now, the challenge for Dubin is to maintain the purpose, humor, and creativity of Dollar Shave Club while being a part of an established multinational, even one as progressive and purpose-driven as Unilever. Under Dubin’s leadership, the company boasts over 3.2 million active members, an estimated $200 million revenue in 2016, and a distinct, engaging brand for simple household necessities. The conglomerate bought DSC for $1 billion in cash, keeping Dubin at the helm and allowing DSC to operate as a standalone business. Dubin continues to star in ads, and his marketing savvy has led to significant growth: Dollar Shave Club is now a part of the morning routine for 3% of Americans.ĭubin’s marketing savvy has led to significant growth: Dollar Shave Club is now a part of the morning routine for 3% of Americans. His background in digital marketing and entertainment includes doing improv for over 8 years with a comedy group in New York, a skill that has helped define DSC’s unique voice and messaging. In the process, Dubin quickly became one of the most interesting CEOs in the startup world. Everyone rooted for Dubin and DSC, the scrappy startup going head-to-head against Big Razor. Along with its irreverent marketing, the brands direct-to-consumer subscription model, and simple, inexpensive razors made it an instant hit in the men’s grooming space. Starring founder and CEO Michael Dubin, the 2012 viral video has over 23 million views, and it set the tone for the Dollar Shave Club brand in the years to come: simple, funny, and unorthodox. There aren’t many ads that people actively seek out and share with their friends, but Dollar Shave Club’s launch video is certainly one of them.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |