Freshly pressed lime vinegar with freshly cut Taiwan pineapple bits, coupled with a bowl of rice vermicelli topped with squid and local greens. All those lunch magics came to a little less than 4 bucks. Top that.
At first blush, not much has changed about how men shave since the electric razor. But one company is shaking things up: A web-based startup called Harry’s has branded itself as a simple, superior and more affordable solution for shaving — and is vying against giants like Gillette and Schick for a $2.4 billion market in the process. Sounds like a moonshot, except for the fact that Harry’s has raised $136.5 million from the tech venture community. On top of that, one of it’s co-founders is Jeffrey Raider, who played the same role at Warby Parker and has experience cracking markets with cool branding. Today, that branding sits in the hands of Design Director Garrett Morin and Director of Digital Products Matthew Tully. Together, they have made telling compelling stories central to Harry’s value and identity. And they have a formula for how other consumer product companies can leverage the web and story to do the same. They spilled their secrets at First Round’s recent Design+Startup event in New York.
OK, using storytelling to market is a great, battle proven idea. However, what kind of story you’re telling matters more. There is a lot of number throwing around but what’s ROI? What’s the market share? Those need to be ironed out before calling Harry’s a success.