Toothbrushes are made to be tossed- the American Dental Association recommends we toss out our toothbrushes every three to four months for oral hygiene. Goodwell seeks to solve this problem with the tootbrush essentially intended to last a lifetime- made with detachable, biodegradable attachments including a toothbrush head, a flosser, and a tongue scrubber. It’s set to be sold for $69, or $79 if the consumer wants a toothbrush attachment to be mailed to them every month.
Sounds like an interesting idea, but I’m not sure the value proposition is high enough to be charging $69- then again, if it really lasts forever, maybe it isn’t too large of an investment to make.
Due to the way they’re marketing the product, I’d assume their target market would be the environmentally conscious or high class consumer. Additionally, they’re also targeting tech-oriented consumers with their open source technology that allows people to make their own attachments to the toothbrush.
Since the company’s just starting up I think the success of the startup will really be having a strong value proposition and explaining to consumers outside of the target market who wouldn’t be immediately drawn the importance of sustainability and how exactly Goodwell’s product achieves this.
Also I think adding more buyer options such as being able to buy single toothbrush head attachments would be extremely helpful.
Our mission is to create 100% natural, sustainable products, systems and technologies that raise environmental awareness and empower people to make choices that help protect and preserve the planet today.
http://www.fastcodesign.com/3038250/a-toothbrush-designed-to-last-a-lifetime
http://www.thegoodwellcompany.com/
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