Why is it necessary for Dollar Shave Club to differentiate its product to compete?

Do you think CEO Michael Dubin is a good entrepreneur?

Why do consumers choose to become a member of Dollar Shave Club?

Dollar Shave Club (DSC) provides a subscription-based service in which members are mailed razor blades for as little as $1 per month. The concept arose when co-founders Michael Dubin and Mark Levin were discussing the annoyances of having to purchase multiple brand-name blades each month. The blade market was relatively easy for DSC to enter because it is characterized by monopolistic competition. However, it still had to contend with dominant brand rivals Gillette and Schick. For DSC the answer was not so much the razor blade itself but the convenience and cost savings its service offered to members. The company tends to use humorous advertising that pokes fun at brand-name razors to market its service. DSC has seen its membership shoot up, and competitors are taking notice. Gillette recently opened its own shave club where customers can order razor blades online.