D2C Close Shaves and Scale in India!

Three points in the newsletter:

1. D2C Close Shaves and Scale

2. Find what your customers really want! A voice note

3. What skills do marketers need in 2025?

4. The Decision Diary: For Founder-CEOs. An invitation to collaborate

D2C Close Shaves and Scale.

I chatted with Subodh Sharma , co-founder of Pink Woolf , a D2C men's grooming product company.

Here are key highlights. You can watch the full video on Linkedin.

1. Solve a real problem. Subodh had skin irritation issues with standard shaving products. So, he returned to the basics and designed a product from scratch. He made it vegan and skin-friendly.?

2. Have a clear Target Segment when you start. Pink Woolf had Travelers as their initial core TG and designed products that could fit into a laptop bag! Clarity! A genuine need for a real target segment.

3. Where does my product fit in? Clearly, Pink Woolf is in the PREMIUM segment. According to Subodh, the MASS segment has a max of 68%. The top-end LUXURY segment has 5%, with the balance falling in the Premium segment. With more folks moving from mass to premium, this is a growing segment in which they are building their product and customer base.

4. Who buys? As per their initial survey, the women in the house buy shaving products for the men. Their initial communication was targeted.

5. I know what I don't know. Subodh was clear on what they knew, and what they did not. So, they sought external assistance where required (design, understanding the FMCG/CPG market, formulation experts).

6. Excessive Customer Service is the fulcrum around which they built the company. That is the key point of differentiation.

7. The other differentiating product is the formulation, which brings out different fragrances/feelings. Oudh, Neroli, etc.

8. Retention rate is the main focus. From 22%, this has grown to 40%. This means repeat buyers and repeat word of mouth from existing customers.

9. Some customers buy Pink Woolf from platforms like Amazon and Flipkart. Subodh states that this is to create visibility and awareness of their product. This attracts a lot of first-time buyers. Customers prefer such platforms for convenience, free delivery, and discounts.

10. Age-based segmentation. When Pink Woolf started, the focus was on the 30-50-year-old with the positioning "The Refined Man." This constituted 80% of their sale initially. Over time, though, they are winning over the 18-30 segment through education campaigns!

11. Education campaigns include "how to shave" videos, how to use pre-shave oil, and the difference between an after-shave balm and lotion.

12. 98% failure rate and 2% success drive PINK WOOLF's growth.

D2C is here to stay.?

Having clarity on what is being developed, why, and for whom goes a long way.

TWO: Find what your customers really want! A voice note

Here's a short voice note.

https://open.spotify.com/episode/38DD8gEp27EIAJfnWspHui?si=ZWvdtSElTjeFiSEZKuDr9A

THREE: What skills do marketers need in 2025?

A to-the-point video to plan your year ahead.

I cover key points from the AMA report on Skills Marketers need in 2025 and beyond. This report is available at their website for free. Mandatory reading in my opinion. American Marketing Association

I am a Sparring Partner for a few growth CEOs and this report has nuggets that will shift how I approach and advise business.

https://www.dhirubhai.net/posts/pravinshekaroutliermarketer_marketing-aijobs-upskill-activity-7297561350728269824-3eGN?utm_source=share&utm_medium=member_desktop&rcm=ACoAAABXQRIB9Ij_hS6BZzJ3gsvDxe1WNF5G_P4

FOUR: The Decision Diary for Founder-CEOs: Interested?

The Founder-CEO journey—it's always chasing growth and moving fast.

Then come the heavier decisions — loaded with self doubt, hesitation and biases.

Break that cycle with outlier thinking and execution. MAKE/TAKE DECISIONS!

This is “The Decision Diary” for founder CEOs.

If you want short audio notes talking about one challenge and one solution, write in to me at [email protected] with TDD as the subject.

Check out other voice notes as well, and share your thoughts.

#outlier #marketing #creativity #different #bookreview #podcast #newsletter #Marketing #AI #Insights #DataPrivacy #Growth #ama

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