Abstract

This case is about US-based start-up, Dollar Shave Club (DSC), which was started in 2011 as an online seller of razors and other accessories. Its low price, product offerings, and unique marketing practices helped the company become highly popular within a short span of time. DSC attracted investments from several venture capitalists and was valued at US$ 615 million in 2015. The case discusses the origin, growth, and unique business practices of DSC, which helped it pose a challenge to established players and emerge as a disruptive force in the men’s shaving industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how start-ups can combine technology, sales, and branding.
• Evaluate ways a company can increase its customer base by offering value for money.
• Evaluate the use of social media as a tool of customer contact.

Keywords

Online marketing, Low-cost manufacturer , Online subscription based business, Social media, Humor in Advertising, Low cost business model, Online order-taking, Disruptive business model, Entertaining advertisement, Customer experience, Gillette, Schick, Energizer, Procter & Gamble