From Functional to Joyful: How Fler is Redefining the Shaving Experience
Founders Espresso Shots: featuring shot-size inspiring stories, key lessons, and practical tips from Hidden Champion Founders to boost their entrepreneurial journey.
🚀 Growth Hack
Leveraging Authenticity to Build Trust
Fler has differentiated itself in a competitive market by embracing transparency and authenticity. Their advertising boldly showcases body hair, challenging traditional norms of perfect, hairless depictions in shaving product campaigns. This unconventional approach not only highlights the brand’s authenticity but sparks meaningful discussions, attracting both supporters and critics. A standout campaign involved a comparison between a heavily retouched image and a raw, natural depiction, earning significant engagement and driving home the brand’s ethos.
"We wanted to challenge the norms. Transparency in our branding is what sets us apart."
Advice: Embrace unconventional messaging to connect with your audience authentically.
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💡 Founder Spotlight
Allegra’s Journey from Subscription Model Inspiration to Global Vision
After four years in the U.S., working with B2C startups, Allegra brought back a subscription-based model idea to Italy and co-founded Fler in 2021. Her mother became her co-founder, complementing her marketing expertise with supply chain and operations knowledge. Together, they aim to create a global brand that transforms depilation into a joyful, high-quality experience.
"Our goal is to elevate a mundane task into a comforting moment with products that blend design and functionality."
Advice: Build partnerships with those who align with your vision and complement your strengths.
🗝 Founder Tips
Resilience, Vision, and Speed as Key Traits
Allegra emphasizes the importance of resilience, giving clear direction to her team and stakeholders, and making quick decisions without overthinking. She uses visual tools like color-coded calendars and Asana to stay focused on priorities.
"Fast decision-making and clarity of focus are what allow us to grow faster than larger competitors."
Advice: Develop resilience and decisiveness to navigate uncertainty and align your team.
🛠 Startup Tools
Leveraging Superhuman for Operational Efficiency
Allegra swears by Superhuman, a productivity tool for managing emails, integrating reminders, and streamlining information retrieval with AI. Tools like Slack and Notion support team collaboration, but Superhuman is her go-to for staying on top of her workload.
"Superhuman has been a game-changer for managing emails and staying productive."
Advice: Use tools that streamline critical processes and help you focus on what matters.
☕ Cup of Founders Wisdom
The Lessons of Team Evolution
One of the hardest lessons for Allegra was dealing with team turnover in the early stages. Losing team members felt like a personal failure but taught her the importance of building a strong company culture. Today, Fler thrives with a dedicated team of 13, guided by a mission of collective growth and happiness.
"Great companies are built by great teams, and culture is the foundation of everything."
Advice: Focus on cultivating a team culture that aligns with your vision and values—it’s the cornerstone of sustainable success.
🔋 Boost of Inspiration
A Team-Driven Mission to Transform Lives
Allegra finds motivation in her team’s growth and the impact Fler has on customers' lives. Each email or review about how Fler’s products have transformed someone’s experience reinforces her mission to expand globally and touch even more lives.
"Hearing from customers who say our products changed their routine motivates us to grow our global presence."
Advice: Let your mission and the people around you fuel your energy and drive.
Sip up and scale up!
Stay tuned for more founder stories and actionable insights in the next edition of Founders Espresso.
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