FT Start-Up Stories Challenging the consumer giants
Aug 28, 2017
Jeff Raider is an entrepreneur and co-founder of successful consumer brands like Warby Parker and Harry's. He discusses how a personal frustration with overpriced glasses inspired Warby Parker’s one-for-one model. Jeff shares insights on building a high-quality, low-cost shaving brand and details the rigorous product development process. Heidi Knack, an expert in entrepreneurial studies, explains how startups can outmaneuver giant incumbents by leveraging simplicity and direct sales strategies. Together, they reveal critical lessons on commitment and effective team building.
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Launching Warby Parker In Business School
- Jeff Raider and classmates launched Warby Parker during business school to sell $95 glasses as a quarter of retail price.
- They used school resources, professor advice, and a give-one-away model to scale brand and impact.
A Drugstore Frustration Sparked Harry's
- Andy's frustration at paying $25 for four blades in a drugstore sparked the idea for Harry's.
- Jeff saw parallels to Warby Parker and felt they could create a better shaving experience.
Make Subscriptions Easy To Try
- Offer both one-off purchases and low-friction subscriptions to reduce barriers to trial.
- Let customers try a subscription cheaply before auto-enrolling them to build confidence.