Reverse Engineering Pitch Decks
Precision Over Promises: How Henson Shaving Rewired the Razor Game
By Jason Abdo
The product pitch behind AL13 — a razor that made daily shaving feel like a reward.
Every PM knows the best ideas don’t just live in the product — they’re born in the pitch.
This week, I break down one of the most quietly exceptional products I’ve bought: the Henson AL13 Medium Razor.
I’ve tried every mainstream razor out there.
Redness, burn, irritation — it didn’t matter what I paid or which cream I used. Henson didn’t just fix that; they rewrote what I thought was possible.
Here’s what I believe their internal pitch must have looked like.
PS. If you aren’t sure what a proper pitch deck looks like in product management, pick up a copy of our highly rated Product Protege Guide.
Reverse Engineered Pitch Deck
Problem Statement
Our everyday shavers are stuck with mass-market multi-blade razors that promise more but deliver discomfort.
As a customer with sensitive skin, I struggle to find a razor that doesn’t leave my face irritated or red — no matter how much I prep or pay.
Observations
67% of men report irritation from multi-blade razors
Online reviews and shaving forums (e.g., Reddit) consistently highlight safety razors as better for skin but intimidating to start
Competitive products focus on feature count (more blades, lubrication strips) rather than root causes of discomfort
Henson’s access to aerospace machining means we can deliver tolerances under 50μm without investing in new equipment or upskilling
Proposed Solution
Launch a single-blade, safety razor with engineered tolerances that eliminate blade flex — the leading cause of razor burn and chatter — using our existing aerospace-grade CNC process.
Proposed Test
Build medium-variant MVP prototypes
Conduct face-to-face shaving tests at local barbershops or grocery stores
Compensate participants with gift cards
Survey users on: comfort, look/feel, perceived quality, ease of use
Use feedback to refine design, messaging, and explore demand for mild or aggressive versions
Expected Outcomes
60%+ of testers report reduced irritation vs. their current razor (survey-based from participants or early batch buyers)
4.5+ star average from verified buyers within 30 days of launch
Blade repurchase (or reorder of compatible blades) used as a signal of usage, not loyalty
Identify directional preference for future mild/aggressive models based on direct customer feedback
Measurement Plan
Pre/post-surveys on irritation and satisfaction (testers and early buyers)
NPS tracking 1 week post-purchase
Track product rating average on DTC site and Amazon
Monitor % of customers who reorder blades
Measure trial-share loop success (more in epic)
What made this pitch unique?
They led with constraints. Rather than copy competitors, they focused on what they wouldn’t do (no extra blades, no flex).
They used existing capabilities as a wedge. Aerospace machining wasn’t a gimmick — it let them ship superior tolerances without extra cost.
They prototyped precision. Instead of betting on branding, they invested in feel — the tangible experience of one stroke across your skin.
They saw a utility product as a referral engine.
Let’s imagine what their epic may have looked like.
Product Epic — “Reclaim the Shave”
Why?
Shaving should feel good. Not like a compromise. This epic delivers on our strategic theme of using engineering precision to solve overlooked daily frustrations with confidence and care.
Overarching User Story
As a daily shaver with sensitive skin, I want a razor that gives me a clean, irritation-free shave so I can look sharp without sacrificing comfort.
Global Assumptions
Customers are dissatisfied with multi-blade cartridge razors
Most are unaware of the benefits of single-blade designs
They will try a new product if it’s intuitive and visibly higher-quality
High-Level Scope
MVP: Medium-variant safety razor
Future variants (Mild and Aggressive) based on customer feedback
Build referral-friendly packaging and site experience
Support content (e.g., “How to Use” videos, printed inserts)
What Is Out of Scope (for now but a future consideration)
Subscription model for blade delivery
Bundled shave creams or stands (stand may be included in future promos)
What Does Success Look Like?
Positive NPS within first 30 days
Average rating of 4.5+ stars from verified purchases
High engagement with referral loop (link-sharing for 10% off for friends + free 10-blade refill or free stand for referrer)
People don’t need to buy another razor — and don’t want to
Prior Research Results
Online forums show demand for irritation-free alternatives
Safety razors often praised for performance, but critiqued for complexity
Blade aggressiveness levels matter to buyers and affect usability
Phases
Phase 1: Medium MVP
Phase 2: Launch Mild and Aggressive SKUs based on validated feedback
Phase 3: Optimize packaging, onboarding experience, and share loop
KPIs
Verified product rating average (goal: 4.5+)
NPS score post-purchase (goal: 60+)
Blade reorder rate within 60 days (usage signal)
% of customers who share referral link
% of referred buyers who convert
Risks
Misaligned perception of “safety razor” as intimidating or old-fashioned
Low referral follow-through if the loop isn’t compelling
Users may default to generic blade brands, weakening data on usage
Open Questions
What onboarding support best reduces user hesitation?
How strong is the preference split across mild vs. aggressive users?
Can engineering precision become a true brand narrative, not just a feature?
What is unique about this epic?
Precision manufacturing isn’t just a value add — it’s the foundation of product/market fit
No overengineering: They went lean, launched only Medium first, and deferred complexity
Referral loop was part of the MVP — a share-and-earn model rarely seen with single-purchase items
It’s just as important to review what they did not include. #focus
No attempt to bundle consumables at launch
No subscription play
No “luxury” packaging or price point — the focus was on repeatable, trusted performance, not aesthetics or gifting
The real product wasn’t a razor. It was peace of mind.
They designed for confidence, built for comfort, and launched with integrity.
That’s what pitch-first thinking delivers.
Next time you use a product you actually love — try writing the pitch behind it.
This was a fun exercise and if your interested in a Henson razor, you can find them here.
Please note, this is not an advertisement and I have no affiliation with the Henson brand; just a fan and customer.
Until next time,
Product Protégé
First published in Protege Pulse, the Product Protégé newsletter. Read it on Substack.
