The video cost $4,500 to make, which was funded from Dubin’s savings. The Dollar Shave Club was officially open for business. Consumer products take millions upon millions to market and the big question was how could he sell his idea and seize the attention of the customer. Using his marketing knowledge, Dubin But Dubin knew they had to do something big to get the attention of new customers. They wanted to provide good quality blades at a low price without all the unnecessary features that had become commonplace in the market.ĭubin got to work on an advertising campaign, and in March 2012 he published a video that would change the face of marketing. He then quit his job to focus on his endeavour full time. He registered the domain within a week and began planning for a grooming empire. Dubin believed if he could post blades to customers for a lower price, a lot of the irritations would be solved. They both spoke about their irritations over the cost of razors and the inconvenience of accessing these in a shop. The men struck up a conversation where Levine mentioned to Dubin that he needed to unload a warehouse full of surplus razor blades from a previous failed business venture. ![]() In 2011, Dubin met a friend’s father-in-law, Mark Levine, at a party. In NYC he worked across numerous jobs in marketing and advertising.īy night he took classes in accounting, corporate finance and comedy improvisation. After graduating from Emory University, he moved to New York City. Michael Dubin grew up in Bryn Mawr, Pennslyvania. ![]() Mission Statement: ‘A great shave delivered right to your door’ Background Story Products: Razor blades, skincare, hair products ![]() In our new Brand Story Hero series on Bobby Kerr’s Down to Business on Newstalk FM, we shine a regular spotlight on different brands that we think tell their story well. Here we take a look at Dollar Shave Club, a male personal grooming company.
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