Traditionally startups begin with an idea, the founders pitch to an array of venture capitalists, and then the founders are given enough capital to pursue the possibility of building their company. Well, Mike Dubin, CEO of Dollar Shave Club, deviated a bit from the conventional route. Mike produced the video Dollar Shave Club before pitching to investors. Fortunately for Mike, his video went viral and his investors loved both things, (the idea and video). So Mike was successful in viral video marketing even before forming his company.