Strategic Marketing Plan for Headblade

Strategic Marketing Plan

For

Headblade

Written by: Thomas P. Giusto

Loyola University of Maryland

GB702, Marketing Strategy

I. Industry & Company Overview

Headblade is men’s grooming product that makes it easier and faster to shave your head. Todd Greene, founder and CEO, started losing his hair in is early twenties. As some men do that start to loose their hair Todd decided to shave his head completely bald. The only option at the time was to use a standard face razor. Todd found this process to be not only time consuming but very difficult. The procedure would take him about 20 to 30 minutes every morning. If he woke up late his head did not get shaved that day. One day Todd was rubbing his head with his hand and started to think, “If I could just shave my head the way I just rubbed it.” So with a bit of startup money from friends, family and his own savings Todd embarked on an idea with about $150k in capital. In 1999, after two years of research and design Todd releases the very first Headblade razor. This small device allows men to shave their heads without the difficulties of using a standard razor. The problem with a standard razor is the design. Standard razors are made to shave your face and not designed to contour the roundness of your head. For any man that has used a standard razor to shave their head they have encountered the difficulty, nicks and scraps that come along with the process. The Headblade is designed to contour ones head and fit in the palm of your hand. The company sells two model razors, one that utilizes a push technology and just introduced this year one that utilizes a pull technology. They also carry shaving accessories from shaving lotion, travel kits, and sunblock/moisturizer.

II. Mission

A mission statement should be short and simple, which at the most basic defines why your business exists, and that’s for all your employees, customers, shareholders, and partners. After just a few minutes of talking with Todd during our interview I realized he does not have one. So I put him on the spot and asked him why does his company exist, what purpose does it serve? He had an immediate response for me. Todd told me “To find men that have taken control of their lives and empowered themselves.” This statement fits rather well when we look at Headblade’s target market. Headblade’s target market is any man that wants to shave his head, weather it be because he is balding or just wants the empowered look. The largest percentage