Episode 144: Pioneering a Revolution in Flossing with Samantha Coxe of Flaus

In a world where daily routines often feel mundane, Samantha Coxe, Founder and CEO of Flaus, is revolutionizing the way we think about oral care. On Nick Fredrick's “Subscriptions: Scaled” podcast, Samantha reveals how Flaus transforms flossing from a chore into an engaging, sustainable experience. Her insights offer a glimpse into the future of consumer products, where innovation meets intentionality. This story isn't just about oral care; it's about redefining an industry standard.

From Legal Expert to Tech Innovator

Samantha began her career as a mergers and acquisitions attorney but soon found her calling in a completely different field. She explains how after a dental appointment, "I came home with a massive dental bill and I was like, why don't I just go buy an electric flosser?" Samantha then realized that no electric flosser existed in the market, sparking the idea for Flaus.

Before taking the entrepreneurial leap, Samantha conducted extensive research to validate her idea. She reached out to engineers and dental professionals to build a prototype and used a survey to gauge consumer interest. This rigorous approach gave her the confidence to transition from law to launching her tech start-up. "I did a lot of diligence into the space. I ended up doing a SurveyMonkey and it was extremely validating of the idea," Samantha says.

Direct-to-Consumer: A Strategic Choice

Initially, Samantha chose a direct-to-consumer model for Flaus, which allowed her to control the brand narrative and deeply understand customer needs. This strategy led to surprising insights, such as discovering their largest customer segment was already regular flossers seeking a better solution.

Flaus' growth strategy includes the approach of partnering with dental professionals. Dentists try the product and, if satisfied, they recommend it to patients using a special discount code. This approach not only builds credibility but also creates a community around the product. Samantha notes the importance of having dentist backing for a medical-grade device like Flaus.

Addressing Sustainability in Subscription Models

Samantha is mindful of the environmental impact of subscription models, especially for consumables. Flaus addresses this by using 30% less plastic than traditional floss picks and offering a recycling program for their floss heads. “Making sure we’re doing our part to be able to collect these floss heads is something that we’re seeing the dental community be drawn towards,” she explains.

At the forefront of Flaus' development is an environmental responsibility ethos. Samantha is keen on integrating this into the purchase flow, balancing the need to avoid overpromising whilst ensuring customers, especially eco-conscious ones, recognize their efforts. “We’re really trying to find the right balance of how to emphasize this on the purchase flow,” Samantha says. This approach extends to Flaus’ subscription model, encouraging customers to participate in their recycling program.

Navigating Customer Preferences and Retention

Understanding customer usage and preferences is crucial for Flaus, especially in managing subscription models for their physical goods. Samantha discusses using survey data to segment customers based on their flossing habits, allowing for personalized outreach to prevent subscription churn. They aim to provide a superior customer experience through a seamless platform that simplifies subscription management.

For Samantha, customer retention is paramount, and she believes in going above and beyond for every customer, even the unhappy ones. “Every assumption you have has to be built around a customer and customer data sets,” she says. This customer-centric approach ensures that even if a customer leaves, they depart with a positive sentiment about the brand, potentially leading to future returns or referrals.

Strategic Growth and Funding

Flaus has raised a total of $4 million, with a recent round led by Yeti Capital. This funding is crucial for Flaus’ growth, covering expenses from clinical trials to product innovation and retail preparation. Samantha’s vision includes expanding into international markets, specifically targeting countries like Japan and South Korea, known for their investment in oral care and technology.

Samantha is determined to establish a sustainable business model. She reflects on learning from other direct-to-consumer companies and emphasizes the importance of strong business fundamentals. This approach involves careful considerations around marketing spend and ensuring actual product-market fit.

Building a Brand Around Customer Experience

Samantha's focus extends beyond just product development; she's keen to create a holistic customer experience. This encompasses everything from unboxing to product use, ensuring each aspect resonates with the brand’s ethos. Samantha has integrated features like braille in their packaging to make their product more accessible, showcasing Flaus’ commitment to inclusivity and thoughtfulness.

Her commitment to sustainability is not just a marketing ploy but a fundamental business practice. She emphasizes the importance of making decisions that might slightly reduce profit margins but ultimately resonate with environmentally conscious consumers. “Consumers are going to value this more than the short-term potential loss,” she says.

Leveraging Lessons From Successful Brands

In building Flaus, Samantha has looked up to brands like Therabody and Dollar Shave Club for their direct consumer engagement and product innovation. And she admires smaller brands like Billie razors, which have nailed the perfect blend of product quality, branding and customer experience. These brands, she believes, offer valuable insights into creating sustainable business models that genuinely connect with consumers.

Samantha has strategically maneuvered Flaus through funding rounds, with a focus on reaching profitability without being overly dependent on external funding. Her vision for Flaus includes potential alignment with major companies like Procter & Gamble or Unilever, as she sees Flaus fitting perfectly into their portfolios.

A Public Benefit Corporation With a Mission

A unique aspect of Flaus’ business model is its status as a public benefit corporation. This move aligns with Samantha’s belief that businesses should stand for more than just profit maximization. “In addition to trying to maximize shareholder profit, we’re also trying to further accessibility, sustainability, innovation and education in the oral care space,” Samantha explains. This approach reflects a growing trend where companies are expected to contribute positively to societal and environmental issues.

Future Prospects and Business Strategy

With over 9,000 customers and a recent hard launch, Flaus' journey is just beginning. Samantha plans to explore other distribution models, including Amazon and retail, while continuing to learn from her customers and innovate the product. 

Samantha Coxe's journey with Flaus serves as a powerful example for tech CEOs. It highlights the importance of integrating customer experience, sustainability and a clear mission into the business fabric. Her ability to draw inspiration from successful brands and to see beyond immediate profits to long-term value and impact offers valuable lessons for sustainable and customer-centric business growth.

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