If there’s one phrase that annoys me more than any other, it has to be the often over-used: “in this economy”. While the expression certainly has its place given our current financial landscape, it has also seemingly translated into a mantra for the risk-averse. When looking at how start-ups succeed within this risk-averse world, sometimes all it takes is a little creativity and a strategic framework for providing consumers with something they truly need.
Enter Dollar Shave Club. A new online start-up dedicated to providing “A Great Shave For a Few Bucks a Month“. As the campaign (and any scruff-faced man) will tell you, purchasing name-brand razors each month can run up quite a bill. Not to mention that they’re usually protected by high-powered security at your local pharmacy, and purchasing one requires bolt-cutters, an employee escort and a call from the President.
At the heart of the campaign is a hilarious viral video, which plays on everything from unemployment to unnecessary shave-tech, to most of your hard-earned dollars going straight to Roger Federer’s pockets. There’s even a Cornelius Vanderbilt reference for you history nerds out there.
In this economy, this is how it’s done.