“Of the Month” Clubs? I’ll admit, they never appealed to me.
You’ve heard of some of them, I’m sure:
“Fruit of the Month “ Club? Okay, wait. What? Really?!?!
How about you just visit the grocery store a little more often than every four weeks? But what? Dominick’s doesn’t wrap theirs in gold foil? Oh, come on. If wrapping something in gold foil makes it instantly marketable, let me know. I wouldn’t mind a career in making everything look like golden Chipotle burritos. And, for the record, don’t go wrapping fruits in foil. They’re already got their own wrapper. It’s called skin.
Now, some of these monthly clubs aren’t what you’d call practical. “Bacon of the Month” Club, however, is an exception. I’m lobbying to have it made into “Bacon Du Jour” Club.
But some really do make sense.
A recent experiment in free-association led me to one of them, DollarShaveClub.com.
What do they sell? Shaving razors.
How much are they? They start at a dollar.
How often does one receive them? Every month.
BAM. A business model that’s small, short, and sweet enough to preface a “Dot Com” web address. Do you know what a Google is? Didn’t think so. Do you know what Dollar Shave Club is? Yes. Yes, you do.
When it comes to shaving my face, I’m a little particular. Gillette’s 5-blade “Fusion ProGlide” model is the reigning champ when it comes to the game of nicking myself as few times as possible (a game I rarely, if ever, win).
Yep. Five blades. Awesome, right?
Nope. Not unless you’re a little boy using it as a training razor. Man up, Wally Cleaver. Dollar Shave Club offers a SIX BLADE SHAVING RAZOR.
Delivered to your door. Every month.
Now, if that’s not awesome enough for you, their YouTube advertisement sure is!
Dollar Shave Club was created by guys who grew tired of paying too much for too complicated a product. They found a way to have a competitive product made, similar to the leading brands. Minus the bells, minus the whistles, and minus the price tag.
I’m writing this wearing my glasses, because I never, ever remember when in heck I last changed out my contact lenses for fresh ones. Why? Because I am terrible, absolutely terrible, at keeping track of when I should change them out. I have spares at home, but they don’t come with a built-in reminder. If a company offered to send me a new pair, every month, in the mail? I’d take them up on it in a heartbeat. I was sold on this company by their name alone. Instead of leaving you to wonder, or learning the hard way, you’re mailed the replacements at a consistent interval. Brilliant.
Much like contact lenses – without having a date noted on a calendar – it’s hard to determine when razors need to be replaced. Sure, you could write them on the calendar. But who does? Unless it’s something important, like a doctor’s visit, an anniversary, or the opening of a new Chik-fil-A, chances are the expiration date doesn’t make it up there on your calendar. Don’t worry, though. Dollar Shave Club will remember that date for you.
Get rid of that Palm Pilot, 1990’s Guy. Throw out the sundial, Mayan Re-Enactor.
Dollar Shave Club’s got you covered.
After all, any company that keeps a man in a bear suit on its payroll is good enough for my shaving needs.
Quick takeaways from Dollar Shave Club’s business model:
- Keep it simple. Customers won’t buy what you’re selling if they don’t understand what you’re selling.
- Provide a real solution. As I mentioned, I’m terrible at keeping track of replaceable products. And I’m not the only one! Add convenience to customers’ lives and they’ll thank you for it.
- Don’t inflate your prices. Why drive people away with exorbitant price tags? Customers look for the best prices, and you should be the one to deliver.
What do you think of subscription businesses? Do you belong to any “of-the-month” clubs? Do you agree that Dollar Shave Club’s approach — including their commercial — is creative?