{"id":13000,"date":"2018-06-15T10:55:37","date_gmt":"2018-06-15T03:55:37","guid":{"rendered":"http:\/\/yup.edu.vn\/?p=13000"},"modified":"2026-10-01T01:32:36","modified_gmt":"2026-09-30T18:32:36","slug":"chien-luoc-ban-hang-giup-dollar-shave-club-tro-thanh-startup-1-ty-usd","status":"publish","type":"post","link":"https:\/\/yup.edu.vn\/en\/chien-luoc-ban-hang-giup-dollar-shave-club-tro-thanh-startup-1-ty-usd\/","title":{"rendered":"The sales strategy that made Dollar Shave Club a 1-billion-USD startup"},"content":{"rendered":"<p><strong><span class=\"lead\" style=\"font-size: 160%;\">From a tiny startup founded in 2011 to a safe landing at USD 1 billion in 2016 when it joined Unilever, Dollar Shave Club (DSC) is living proof of smart selling.<\/span><\/strong><\/p>\n<p><strong><span style=\"font-size: 160%;\">Simple but good<\/span><\/strong><\/p>\n<p><span style=\"font-size: 160%;\"><img decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.brandsvietnam.com\/upload\/forum2\/2018\/06\/15662DollarShaveClub1_1528631811.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"font-size: 160%;\">Considering only the business model, Dollar Shave Club\u2019s could be described as extremely simple:<\/span><\/p>\n<ol>\n<li><span style=\"font-size: 160%;\">DSC is simply a trading company. All the products DSC supplies to customers are purchased in bulk at substantial discounts from various suppliers (such as razors from Dorco USA).<\/span><\/li>\n<li><span style=\"font-size: 160%;\">The \u2018DSC Club\u2019 is simply a place where customers sign up as members and pay a fixed amount each month to receive products from DSC.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-size: 160%;\">But what makes DSC distinctive is that it devotes most of its spending to customer satisfaction. The \u2018club\u2019 is willing to incur losses to gain new members.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">A prominent example is the \u201cEverything for just 1 dollar\u201d strategy. Upon joining, customers can try DSC products ranging from budget to premium for just USD 1.<\/span><\/p>\n<p><strong><span style=\"font-size: 160%;\">So How Does Dollar Shave Club Make Money?<\/span><\/strong><\/p>\n<p><span style=\"font-size: 160%;\"><img decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.brandsvietnam.com\/upload\/forum2\/2018\/06\/15662DollarShaveClub2_1528631827.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"font-size: 160%;\">As mentioned above, DSC combines commerce with a membership-subscription model.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">DSC does not manufacture products directly. The products it supplies are bought in bulk and redistributed to club members. The difference between the purchase and sale prices becomes DSC's profit, while club members automatically \u201chave\u201d an amount deducted from their accounts each month to receive products regularly.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">The cost of a DSC product package includes:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 160%;\">The product's purchase cost.<\/span><\/li>\n<li><span style=\"font-size: 160%;\">Logistics costs: transport + packaging + printing\u2026<\/span><\/li>\n<li><span style=\"font-size: 160%;\">Administrative and selling expenses, including marketing fees, company operating costs, and other miscellaneous expenses.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 160%;\">DSC is often \u201cgenerous,\u201d waiving logistics and product purchase charges on customers' first orders. These charges (and profit) are added only after customers are satisfied and continue using the service.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">This seemingly simple tactic helped DSC attract many trial customers who became loyal members.<\/span><\/p>\n<p><strong><span style=\"font-size: 160%;\">How Is Dollar Shave Club Different from Other Companies?<\/span><\/strong><\/p>\n<p><span style=\"font-size: 160%;\"><img decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.brandsvietnam.com\/upload\/forum2\/2018\/06\/15662DollarShaveClub3_1528631843.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"font-size: 160%;\">From its very name, Dollar Shave Club has always positioned itself as a \u2018Club,\u2019 rather than an ordinary company. DSC recognizes men's needs and common personal hygiene problems and works hard to solve them. Although its business model is not new, smart selling is what creates differentiation and an advantage for DSC.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">With marketing minds that analysts praise generously. DSC's advertising content always hits the target, reaching the right audience with precisely the products they need.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">The \u2018men\u2019s club\u2019 has always taken pride in its \u2018excellent\u2019 products and stands ready to offer customers an option that is both good and affordable.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">Although DSC offers customers substantial value, it still needs an effective sales plan to take off. Ultimately, low prices and quality are possible only when revenue is strong enough to give DSC bargaining power over partners and preserve its competitive advantage for customers.<\/span><\/p>\n<div id=\"AdAsia\"><\/div>\n<p><span style=\"font-size: 160%;\">Necessity sparked ingenuity: DSC chose a sales strategy based on videos and viral content. In 2012, its first video exploded in popularity as the CEO humorously explained the product\u2019s pricing and excellent quality.<\/span><\/p>\n<p><span style=\"font-size: 160%;\"><img decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.brandsvietnam.com\/upload\/forum2\/2018\/06\/15662DollarShaveClub4_1528631864.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"font-size: 160%;\">In its first 48 hours alone, the video brought DSC more than 12,000 new customers, who needed just 1 minute and 33 seconds to feel that DSC offered exactly what they needed.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">And beyond supplying products, DSC focuses on developing its customer relationships. The \u2018DSC experience\u2019 is one factor that makes the company part of customers\u2019 everyday lives.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">With every shipment, DSC includes a \u201cBathroom Magazine\u201d containing humorous material, men's grooming tips, and wildly wide-ranging articles such as \u201cHow to Shave Without Glasses\u201d or \u201cCan a Toilet Lid Be Used as a Shield?\u201d.<\/span><\/p>\n<p><span style=\"font-size: 160%;\"><img decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.brandsvietnam.com\/upload\/forum2\/2018\/06\/15662DollarShaveClub5_1528631881.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"font-size: 160%;\">According to a recent survey, some loyal DSC customers say they cannot bring themselves to cancel its service because the club is too \u201cinteresting.\u201d<\/span><\/p>\n<p><span style=\"font-size: 160%;\">Dollar Shave Club skillfully combined financial benefits with an extremely smart sales model, quickly becoming a counterweight to industry giants such as Gillete. Gillete even had to create its own \u201cClub\u201d to avoid losing more market share to its rival.<\/span><\/p>\n<p><strong><span style=\"font-size: 160%;\">\u201cExplosive\u201d success and a \u201cbillion-dollar\u201d conclusion with Unilever<\/span><\/strong><\/p>\n<p><span style=\"font-size: 160%;\"><img decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.brandsvietnam.com\/upload\/forum2\/2018\/06\/15662DollarShaveClub6_1528631908.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"font-size: 160%;\">Dollar Shave Club is not only popular with customers but also supported by dozens of investment funds through successive injections: 1 million USD in 3\/2012, 9.8 million USD in 10\/2012 and 12 million USD in 2013.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">In 2014, DSC began adding dozens of products to accompany its razors and provided customers with a complete \u201cgrooming package.\u201d In June 2015, DSC received an additional 75 million USD in investment.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">Since its founding, DSC has gained over 3.2 million members across America. Although its products have always targeted men, over 20% of current customers are women, showing that the products' appeal transcends gender.<\/span><\/p>\n<p><span style=\"font-size: 160%;\">In 2016, Dollar Shave Club was acquired by Unilever, the world's largest consumer-goods group, for as much as 1 billion USD\u20145 times DSC's projected revenue that year. Although the announcement attracted considerable skepticism, only a short time later Unilever comfortably became a counterweight to its formidable rival P&amp;G, which owns the Gillette brand.<\/span><\/p>\n<p><span style=\"font-size: 160%;\"><strong>Collected.<\/strong><\/span><\/p>\n<p><span style=\"font-size: 160%;\"><a href=\"http:\/\/yup.edu.vn\/en\/article\/\">&gt;&gt; Great Articles on Entrepreneurship<\/a><\/span><\/p>\n<p><span style=\"font-size: 160%;\"><a href=\"http:\/\/yup.edu.vn\/en\/x-startup\/\">&gt;&gt; Business Startup Course<\/a><\/span><\/p>\n<p><span style=\"font-size: 160%;\"><a href=\"http:\/\/yup.edu.vn\/en\/kich-hoat-nang-luong-thanh-cong\/\">&gt;&gt; Success Energy Activation Course<\/a><\/span><\/p>\n<p><span style=\"font-size: 160%;\"><a href=\"http:\/\/yup.edu.vn\/en\/ceo-coach-chuong-trinh-tu-van-kinh-doanh\/\">&gt;&gt; Business Consulting Program<\/a><\/span><\/p>\n<p data-seo=\"yup-program-link-20261001\"><strong>Ch\u01b0\u01a1ng tr\u00ecnh li\u00ean quan t\u1ea1i YUP Education:<\/strong> <a href=\"https:\/\/yup.edu.vn\/en\/x2\/\">X-ScaleUp \u2013 kh\u00f3a h\u1ecdc qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p \u00abNh\u00e2n R\u1ed9ng \u0110\u00fang \u0110\u1eafn\u00bb<\/a> \u00b7 <a href=\"https:\/\/yup.edu.vn\/en\/journey\/\">The Journey \u2013 l\u1ed9 tr\u00ecnh ph\u00e1t tri\u1ec3n doanh nh\u00e2n<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>T\u1eeb m\u1ed9t startup nh\u1ecf b\u00e9 th\u00e0nh l\u1eadp v\u00e0o n\u0103m 2011 \u0111\u1ebfn m\u00e0n h\u1ea1 c\u00e1nh an to\u00e0n v\u1edbi gi\u00e1 1 t\u1ef7 USD v\u00e0o n\u0103m 2016 khi gia nh\u1eadp Unilever. Dollar Shave Club (DSC) l\u00e0 m\u1ed9t minh ch\u1ee9ng s\u1ed1ng c\u1ee7a b\u00e1n h\u00e0ng th\u00f4ng minh. \u0110\u01a1n gi\u1ea3n m\u00e0 t\u1ed1t N\u1ebfu ch\u1ec9 x\u00e9t v\u1ec1 m\u00f4 h\u00ecnh kinh doanh, Dollar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13001,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-13000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article"],"_links":{"self":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/13000","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/comments?post=13000"}],"version-history":[{"count":2,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/13000\/revisions"}],"predecessor-version":[{"id":18333,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/13000\/revisions\/18333"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media\/13001"}],"wp:attachment":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media?parent=13000"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/categories?post=13000"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/tags?post=13000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}