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David's $1Billion Shave Club Marketing Funnel

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Yonathan Ayenew

The document outlines Dollar Shave Club's marketing funnel strategy, which begins with a $1 per month advertising tier to acquire customers at minimal cost and risk. This is followed by a $5 trial or "tripwire" starter kit to activate prospects as customers. Higher priced razor packages and add-ons are then offered to existing customers to maximize lifetime value through an ascension process. The low cost, low commitment entry points are designed to appeal to all customers while activating them with minimal risk.

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$1BILLION DOLLAR SHAVE CLUB MARKETING FUNNEL — from —
The marketing funnel that helped DAVID
The marketing funnel that helped DAVID … outwit GOLIATH
$1 / month Ad — the lowest tier —
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier —
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION BEST DEAL
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION $5 Item Profit Maximizer 1 $5 Item $5 Item BEST DEAL
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION $5 Item Profit Maximizer 1 $5 Item $5 Item Create Account BEST DEAL
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION $5 Item Profit Maximizer 1 $5 Item $5 Item $7 Travel Kit Profit Maximizer 2 $6 Travel Kit $5 Travel Kit Create Account BEST DEAL
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION $5 Item Profit Maximizer 1 $5 Item $5 Item $7 Travel Kit Profit Maximizer 2 $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE BEST DEAL
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Profit Maximizer 1 $5 Item $5 Item $7 Travel Kit Profit Maximizer 2 $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE BEST DEAL
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Profit Maximizer 1 $5 Item $5 Item $7 Travel Kit Profit Maximizer 2 $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier — ACQUISITION STEP 1 is …
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier — ATTRACTIVE OFFER
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier — CHEAP!
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier — CHEAP! FREE SHIPPING !
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier — CHEAP! FREE SHIPPING ! Clear Call-To-Action
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier — TESTED: $1 Ad converts better than their $5 & $9 tiers
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier — TESTED: $1 Ad converts better than their $5 & $9 tiers Appeals to all customers
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier — OR VIRAL VIDEOS
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier —
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $1 / month Ad — the lowest tier —
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting LANDING PAGE Ad & Viral Vid bring us here $1 / month Ad — the lowest tier —
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting LANDING PAGE $1 / month Ad — the lowest tier — $5 3-item starter kit
$5 trial Tripwire — the starter kits — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting LANDING PAGE $1 / month Ad — the lowest tier — $5?! Where is $1 Ad offer?
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — STEP 2 is … ACTIVATION $
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits —
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — “ACTIVATES” Prospects to customers
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — Low Risk & Commitment “ACTIVATES” Prospects to customers
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits —
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — … direct from landing page
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — and hidden away …
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — and hidden away … are the other blades
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — HIDDEN - b/c they don’t come with a Starter Kit …
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — They’re optimizing for the kit!
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — They’re optimizing for the kit! TESTED: KITS are important!
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — … but what are other blades??
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — the preferred & Tripwire blade $9 THE EXECUTIVE
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — $9 THE EXECUTIVE COMES w/ STARTER KIT!
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — $9 THE EXECUTIVE And …
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits —
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — HIDDEN HIDDEN
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — HIDDEN HIDDEN NO STARTER KIT OPTION!!!
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — Why make blades … only to hide the $1 & $6 blades?
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — ANSWER: To run this ad
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — $1 is catchy
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor back to … THE KITS
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor 1st Kit and 1st Tripwire
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor 1st Kit and 1st Tripwire $5 trial
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor 2nd Kit and 2nd Tripwire $5 trial
$1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor 3rd Kit and 3rd Tripwire $5 trial
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION BEST DEAL STEP 3 MONETIZATION
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION BEST DEAL So what is the CORE OFFER?
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Tripwire
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSIONACTIVATION $ Tripwire STEP 2
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Core Offer
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Core Offer STEP 3 MONETIZATION
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION It’s SUBSCRIPTION! $
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION It’s SUBSCRIPTION! $ at $9 per Month
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION It’s SUBSCRIPTION! $ at $9 per Month Customer Lifetime Value (LTV)
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION To lower risk & subscriber churn … they
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Reduce Risk
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Reduce Risk Anticipate Objections
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Reduce Risk Anticipate Objections Refund Policy
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Reduce Risk Anticipate Objections Refund Policy Conversion from Tripwire to Core Offer
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item ADD-ONS
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting starts with Tripwire offer $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Playful humor $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Challenge accepted! $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Cart is no longer sad $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting they offer ADD-ONS $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Avg. Cart Size all related to Men’s GROOMING $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting all related to Men’s GROOMING Customer Lifetime Value (LTV) $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Social proof $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Let’s add ONE WIPE CHARLIES to the cart $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Up-Selling the ADD-ONS! $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Up-Selling the ADD-ONS! Avg. Cart Size $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Up-Selling the ADD-ONS! Customer Lifetime Value (LTV) $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Create Account
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Create Account They ask for private information AFTER cart is full
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Create Account Cart Abandon Rate No premature pressure
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Create Account Easy Account Setup
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit Round 2 of Add-ons$
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit Customer Lifetime Value (LTV) Round 2 of Add-ons$
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit Round 2 of Add-ons$ Avg. Cart Size Customer Lifetime Value (LTV)
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit All in …
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit $29?!
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit I came in on $1 offer
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit Plus $9 / month
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE They’re not DONE yet
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE URGENCY - free shipping on more stuff
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE SCARCITY - 1 hour window URGENCY - free shipping on more stuff
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE Part of their MISSION to OWN the bathroom
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE Part of their MISSION to OWN the bathroom “where guys can buy everything needed in a bathroom to look, smell and feel their best"
 - Michael Dublin, Founder & CEO
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE You’re invited to enter MEMBERSHIP AREA to access deals
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE Item 1 Members Area Item 2 Item 3 You’re invited to enter MEMBERSHIP AREA to access deals
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Let’s Explore Item 1 Members Area Item 2 Item 3
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 1 w/ options Item 1 Members Area Item 2 Item 3
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 2 w/ options Item 1 Members Area Item 2 Item 3
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 3 Item 1 Members Area Item 2 Item 3
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 4 w/ options Item 1 Members Area Item 2 Item 3
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 5 w/ options Item 1 Members Area Item 2 Item 3
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 6 w/ options Item 1 Members Area Item 2 Item 3
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 C’mon bro! I’m overwhelmed
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 they use kits to …
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 Make it cheaper less risk higher LTV Larger avg. cart they use kits to …
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 they Pitch TRIAL KITS HARD
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 It’s getting EXPENSIVE
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Want to save money??
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting CREDITS FOR REFERRALS!!!
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Want to give it as a gift? Referral Credits Referrals / Gifting Gifting
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting w/ subscription$
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Or this ...
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting ACQUISITION STEP 1 LOOP STARTS AGAIN
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting ACQUISITION STEP 1 VIRAL LOOP
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting ACQUISITION STEP 1 VIRAL LOOP
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting ACQUISITION STEP 1 VIRAL LOOP
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE STEP 4 RETENTION
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE STEP 4 RETENTION Staying Top of Mind
$5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE STEP 4 RETENTION After first “WOW” experience they … Staying Top of Mind
Re-engage & Retain
MEL magazine 1 M VISITORS / month Topics - Sex - Workplace Issue Re-engage & Retain
MEL brings back customers Re-engage & Retain
Notice we are still in the store … Re-engage & Retain
… shopping is only 1 click away Re-engage & Retain
… shopping is only 1 click away GOAL of content is to bring customers back Re-engage & Retain
Customer Lifetime Value (LTV) $$$ Re-engage & Retain
Personalized Follow-Up
Personalized Follow-Up Friendly message
Personalized Follow-Up Let’s CUSTOMIZE …
Personalized Follow-Up
Personalized Follow-Up I tell them my needs
Personalized Follow-Up And they make recommendations
The numbers …
27% 0% year 0 3 Razor Market Share (by volume)
3 Million 0 Subscribers year 0 3 And this …
$152 M $0 Revenue year 0 3 And this …
$1B $0 Valuation year 0 3 And this …
adds up to …
Credits Icons from flaticon.com Teardown inspiration digitalmarketer.com useronboard.com funnelhacker.tv

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  • 30. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — “ACTIVATES” Prospects to customers
  • 31. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — Low Risk & Commitment “ACTIVATES” Prospects to customers
  • 32. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits —
  • 33. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — … direct from landing page
  • 34. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — and hidden away …
  • 35. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — and hidden away … are the other blades
  • 36. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — HIDDEN - b/c they don’t come with a Starter Kit …
  • 37. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — They’re optimizing for the kit!
  • 38. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — They’re optimizing for the kit! TESTED: KITS are important!
  • 39. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — … but what are other blades??
  • 40. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — the preferred & Tripwire blade $9 THE EXECUTIVE
  • 41. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — $9 THE EXECUTIVE COMES w/ STARTER KIT!
  • 42. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — $9 THE EXECUTIVE And …
  • 43. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits —
  • 44. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — HIDDEN HIDDEN
  • 45. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — HIDDEN HIDDEN NO STARTER KIT OPTION!!!
  • 46. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — Why make blades … only to hide the $1 & $6 blades?
  • 47. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — ANSWER: To run this ad
  • 48. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — $1 is catchy
  • 49. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor back to … THE KITS
  • 50. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor 1st Kit and 1st Tripwire
  • 51. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor 1st Kit and 1st Tripwire $5 trial
  • 52. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor 2nd Kit and 2nd Tripwire $5 trial
  • 53. $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $5 trial Tripwire — the starter kits — 4-Blade Razor 3rd Kit and 3rd Tripwire $5 trial
  • 54. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION BEST DEAL STEP 3 MONETIZATION
  • 55. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION BEST DEAL So what is the CORE OFFER?
  • 56. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION
  • 57. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Tripwire
  • 58. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSIONACTIVATION $ Tripwire STEP 2
  • 59. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Core Offer
  • 60. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Core Offer STEP 3 MONETIZATION
  • 61. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION It’s SUBSCRIPTION! $
  • 62. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION It’s SUBSCRIPTION! $ at $9 per Month
  • 63. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION It’s SUBSCRIPTION! $ at $9 per Month Customer Lifetime Value (LTV)
  • 64. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION To lower risk & subscriber churn … they
  • 65. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Reduce Risk
  • 66. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Reduce Risk Anticipate Objections
  • 67. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Reduce Risk Anticipate Objections Refund Policy
  • 68. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting BEST DEAL $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Reduce Risk Anticipate Objections Refund Policy Conversion from Tripwire to Core Offer
  • 69. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item ADD-ONS
  • 70. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting starts with Tripwire offer $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 71. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 72. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Playful humor $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 73. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Challenge accepted! $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 74. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Cart is no longer sad $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 75. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting they offer ADD-ONS $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 76. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Avg. Cart Size all related to Men’s GROOMING $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 77. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting all related to Men’s GROOMING Customer Lifetime Value (LTV) $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 78. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Social proof $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 79. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Let’s add ONE WIPE CHARLIES to the cart $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 80. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Up-Selling the ADD-ONS! $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 81. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Up-Selling the ADD-ONS! Avg. Cart Size $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 82. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Up-Selling the ADD-ONS! Customer Lifetime Value (LTV) $9 Item PROFIT MAXIMIZER 1 $4 Item $9 Item
  • 83. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Create Account
  • 84. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Create Account They ask for private information AFTER cart is full
  • 85. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Create Account Cart Abandon Rate No premature pressure
  • 86. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Create Account Easy Account Setup
  • 87. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit Round 2 of Add-ons$
  • 88. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit Customer Lifetime Value (LTV) Round 2 of Add-ons$
  • 89. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit Round 2 of Add-ons$ Avg. Cart Size Customer Lifetime Value (LTV)
  • 90. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit All in …
  • 91. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit $29?!
  • 92. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit I came in on $1 offer
  • 93. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting $7 Travel Kit More Items $6 Travel Kit $6 Travel Kit Plus $9 / month
  • 94. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE They’re not DONE yet
  • 95. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE
  • 96. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE URGENCY - free shipping on more stuff
  • 97. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE SCARCITY - 1 hour window URGENCY - free shipping on more stuff
  • 98. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE Part of their MISSION to OWN the bathroom
  • 99. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE Part of their MISSION to OWN the bathroom “where guys can buy everything needed in a bathroom to look, smell and feel their best"
 - Michael Dublin, Founder & CEO
  • 100. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE You’re invited to enter MEMBERSHIP AREA to access deals
  • 101. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Urgency — Free Shipping Deal — VISIT STORE Item 1 Members Area Item 2 Item 3 You’re invited to enter MEMBERSHIP AREA to access deals
  • 102. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Let’s Explore Item 1 Members Area Item 2 Item 3
  • 103. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 1 w/ options Item 1 Members Area Item 2 Item 3
  • 104. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 2 w/ options Item 1 Members Area Item 2 Item 3
  • 105. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 3 Item 1 Members Area Item 2 Item 3
  • 106. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 4 w/ options Item 1 Members Area Item 2 Item 3
  • 107. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 5 w/ options Item 1 Members Area Item 2 Item 3
  • 108. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Offer 6 w/ options Item 1 Members Area Item 2 Item 3
  • 109. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 C’mon bro! I’m overwhelmed
  • 110. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 they use kits to …
  • 111. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 Make it cheaper less risk higher LTV Larger avg. cart they use kits to …
  • 112. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3
  • 113. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 they Pitch TRIAL KITS HARD
  • 114. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Referral Credits Referrals / Gifting Gifting Item 1 Members Area Item 2 Item 3 It’s getting EXPENSIVE
  • 115. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Want to save money??
  • 116. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting CREDITS FOR REFERRALS!!!
  • 117. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Want to give it as a gift? Referral Credits Referrals / Gifting Gifting
  • 118. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting w/ subscription$
  • 119. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting Or this ...
  • 120. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting ACQUISITION STEP 1 LOOP STARTS AGAIN
  • 121. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting ACQUISITION STEP 1 VIRAL LOOP
  • 122. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting ACQUISITION STEP 1 VIRAL LOOP
  • 123. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE Referral Credits Referrals / Gifting Gifting ACQUISITION STEP 1 VIRAL LOOP
  • 124. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE STEP 4 RETENTION
  • 125. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE STEP 4 RETENTION Staying Top of Mind
  • 126. $5 trial Tripwire — the starter kits — $1 / month Ad — the lowest tier — $9 / m Core offer 2-Blade Razor $1 / m 6-Blade Executive Razor 4-Blade Razor $6 / m ASCENSION Item 1 Members Area Item 2 Item 3 $5 Item Add-Ons $5 Item $5 Item $7 Travel Kit More Items $6 Travel Kit $5 Travel Kit Create Account Urgency — Free Shipping Deal — VISIT STORE STEP 4 RETENTION After first “WOW” experience they … Staying Top of Mind
  • 128. MEL magazine 1 M VISITORS / month Topics - Sex - Workplace Issue Re-engage & Retain
  • 130. Notice we are still in the store … Re-engage & Retain
  • 131. … shopping is only 1 click away Re-engage & Retain
  • 132. … shopping is only 1 click away GOAL of content is to bring customers back Re-engage & Retain
  • 133. Customer Lifetime Value (LTV) $$$ Re-engage & Retain
  • 139. Personalized Follow-Up And they make recommendations
  • 141. 27% 0% year 0 3 Razor Market Share (by volume)
  • 145. adds up to …
  • 146.
  • 147. Credits Icons from flaticon.com Teardown inspiration digitalmarketer.com useronboard.com funnelhacker.tv