Consumer goods · Launch · 6 min

2.5 million francs to beat a giant

You are the founder of Lame Club: good razor blades delivered every month, for a quarter of the big brand’s price.

The blades at the supermarket are locked behind glass. You ask the security guard, he looks for the key, and you pay a fortune. Everybody hates it. Nobody does anything about it.

You do. Good blades, delivered at home, a quarter of the price. Problem: nobody knows you exist. And the giant spends more on one TV ad than your whole company is worth.