The initial model of a cheaper “handset” and expensive blades is now shifting to the recurring revenue model as developed by Dollar Shave.
In addition to channel and revenue innovation, it also went for an innovative go to market model. (subscription/membership model)
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The slider on the left explains the evolution of the Shaving blade/and related products.
These patterns are all relatively simple
Shaving has very simple “core functional requirements”
Distil the requirements onto one page
You can see the evolution in terms of
- Modular design (safety razor)
- DIY (home use rather than barber)
- Multi blade (from 1 to 5)
- Make it Powered (vibrating head)/
- Make it faster (lubricated strip)
- Flexible (pivot head)
- Information (wear indicator)
- Special needs (female)/special handle – make it easier
Similiarly the revenue model has shifted.
There are also cultural norms wrt to male shaving (ie shaving is a male ritual rather than using hair removing creams)
You can see the growth in terms of shifting channels and the subsequent acquistions
Below is the link to the Dollar Shave Website
Dollar Shave Club
Boldking also follow a similar subscription model but also are green in terms of recycling the blades and packaging.
See it below
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