Legendary business guru, Peter Drucker, famously coined, ‘If you can’t measure it, you can’t manage it”. It’s an old business adage, yet in today’s dynamic and competitive business landscape, investments are increasingly scrutinized and required to produce measureable returns. For small/midsize business leaders, growing the business requires strategic and disciplined investment in specific tactics that produce measurable and reliable results. Since the dawn of commerce, businesses have struggled with measuring ROI on marketing activities, which typically have the highest risk and are the hardest to measure. With the rapid democratization of technology, modern marketing has made it possible for small/midsize business to make better calculated investments with insights on analytics and management capabilities. In “Ready, Aim, FIRE. FIRE. FIRE. FIRE”, I will discuss a practical, affordable and modern framework that enables businesses to attract high-quality leads (FIRE), convert leads to opportunities(FIRE), nurture opportunities to customers (FIRE) and ultimately create delighted customers (FIRE). This transformative marketing framework puts a rapid-FIRE spin on Peter Drucker's famous saying, making the new management mantra, ‘If you can’t measure it, DON’T DO IT”!

1. Ready, Aim,
FIRE. FIRE. FIRE. FIRE.
10/10/2014
Chuck Miller
Managing Principal & Co-Founder
The Market Element LLC

2. Once Upon A Time…
A start-up company headquartered in an apartment, with
only $35k of capital, five passionate employees, and a
good idea decided to take on a $13B industry.
Now, THE REST OF THE STORY….

3. The Beginning
• Founded July 2011, by Michael Dubin
• SAAS Subscription-Based Business Model
• SHAVE TIME. SHAVE MONEY
 Convenient Monthly Shipping
 Low Cost + High Quality Blades
• Lifestyle Brand – “Built on the idea we want to be the
easiest place for guys to get the things they need every
day. And it all starts in the bathroom.”
• Funny, Irreverent, Practical

4. Product Portfolio

5. “The Video” ~ March 2012
https://www.youtube.com/watch?v=ZUG9qYTJMsI

6. The Viral Results
• Crashed servers first hour after release
• + 12k orders in first 48 hours
• Video viewed +16 million times
• Michael Dubin has since raised an additional
$20 million from investors.
• As of June 2014, Dollar Shave Club has ~
650,000 members
• Today, Dollar Shave Club has 45 full-time
employees and expects to post $60 million in
revenue this year, triple 2013 revenue haul.

7. Dollar Shave Club Marketing Mix
Attract . Convert. Close. Delight

8. Attract Phase
YouTube Facebook Twitter
Google + Other Targeted Tactics
 SEO
 Keywords
 Radio Ads
‘Traditional advertising is a lecture. Social media is a
conversation…DSC Gets it!’ – Richard Levick Fast
Company Blogger

9. Convert Phase
Retargeting Ads, Email, CRM: Customer Referral Program

10. Close Phase
Call-To-Action
Digital Asset + Social Sharing
Testimonial Convenience
Value + Options
Purchase Page

11. Delight Phase
Custom Email Marketing + Upsell
Monthly Publication with Each Shipment

12. Dollar Shave Club Success Learnings
Ready, Aim, FIRE. FIRE. FIRE. FIRE.

13. Ready: Unique Value Proposition
Value
Uniqueness
Sweet Spot!
Unique Value Proposition
• Price/Quality Ratio
• Convenience
• Authentic Brand

14. Aim: Persona-Based Marketing
Chief Charlie
• Male ~ 30-50 Years Old
• Married with Family Income > $75k
• Motivated by quality, value, and convenience
White Collar Jim
• Male ~ 20 - 30 Years Old
• Single with Income > $50k
• Motivated by brand, value, and convenience
Blue Collar Mike
• Male ~ 20 – 50 Years Old
• Married with Family Income > $75k
• Motivated by value and convenience

15. FIRE. FIRE. FIRE. FIRE: Inbound Marketing
Attract Convert Close Delight
FIRE FIRE FIRE FIRE
Strangers Visitors Leads Customers Promoters
Video
Social Media
Keywords
Calls-to-Action
Retargeting Ads
Friend Referrals
Landing Pages
Email
Workflows
Easy-To-Buy
Social Media
Custom Email
Workflows
Along the bottom are the tactics inbound Dollar
Shave Club used to accomplish these actions.

16. Key Takeaways
• Unique Value Proposition
• Build Authentic Brand
• Persona-Based Marketing
• Embrace Inbound Methodology

17. Welcome & Thank You