How might we create a business model where D.S.C. can grow into a lean & profitable swimmer lifestyle company?
D.S.C. should shift business models and adopt a business model focusing on selling anti-chlorine body-care products to parents of swimmers in a monthly subscription model rather than to swimmers because 80% of swimmers surveyed didn't mention anti-chlorine as a factor in buying shampoo. D.S.C. should market their products as high-quality swim products that protect to appeal to parents looking to care and protect their children. Selling to parents has many benefits, including the potential to create on-going, long-term customer relationships through serving swimmers as children and continuing with them through adulthood.