How to Start a Subscription Business

We started out in 2013 as a direct consumer business. Over time, customers asked us to introduce a subscription offering because they didn't want to have to remember to buy blades. And so we looked at what a subscription offer might look like for customers and really wanted to find out what was most important for them. They told us it was ease and transparency. So it had to be super easy and you had to be really clear about when you all were coming - which we've done. We give plenty of notice ahead of an order. It's not quite the monotonous regularity of subscription that people may fear. If you find yourself with a surplus of raises, you can push the next