From: Steve Klebanow, Co-CEO, Great Many

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About Great Many

Great Many is a first-of-its-kind, all-in-one service designed to help people regrow their hair. We combine prescription medications, topical treatments, and spa-like PRP (platelet-rich plasma) services administered by certified medical professionals to provide a comprehensive approach to hair growth. We are a VC-backed start-up that launched our brand in 2024.

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Taking A Psychological Approach to Understanding Our Addressable Market

When we were first starting Great Many, based on traditional research, we assumed our primary audience would be men who had already experienced hair loss. It seemed like the obvious choice. We knew it was a competitive space, but on the surface it was the obvious play.

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However, we decided to step back and take a broader look. We partnered with Hive Science to explore our potential market from a psychological perspective, using a more open-ended approach. We wanted to determine if we were overlooking any key opportunities. What we discovered changed our approach.

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We put our Great Many proposition into the Hive platform; it revealed two crucial insights:

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• First, the fear of future hair loss was a stronger driver of purchase intent than experience with past hair loss. This was an extremely powerful insight that most of our competitors don't understand.
  
  
• Second, this insight significantly expanded our market. It revealed that women, an often overlooked group, also share strong fears about future hair loss. However, they are largely underrepresented in the traditional hair regrowth market. This was a game-changer for how we chose to position our brand.

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Drivers of Purchase in These Unique Audiences

As we dug deeper beyond the obvious, it was interesting to see some of the dimensions at play in the audiences we could best win with, as we aim to lower our cost of acquisition. In particular, among the women with higher intention to act, there were interesting predictive dimensions from the platform. Here are just a few:

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• Higher Self-Consistency Bias: This means they have a stronger internal drive to maintain today, … tomorrow. They are not the sort of person that wants to ‘age gracefully’, this person has a strong drive to maintain consistency over time in many areas of their lives, not just their hair & their appearance.
  
  
• Higher Need for Closure: they are psychologically also highly motivated to remove uncertainty. They do not like it when things are ambiguous, including possible long-term outcomes, and are more motivated to take immediate actions to reduce these future ambiguities.
  
  
• Higher Social Assessment: these audiences act at higher rates based on what they think others in their social circles think (whether they’re actually being judged or not).

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Incredible Progress Since 2024

As we now head into 2026, Great Many continues to grow & expand. Our customer base is now an incredible split of 55% men and 45% women. We are expanding into new cities including Atlanta & Washington, DC. We continue to drive Great Many forward as the leader in this space.  

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Thoughts for Other Brands Large & Small

These predictive insights helped to inform our business strategy, not just our marketing. Rapid cycles in the Hive platform provided us with data we needed to think beyond the obvious, and differentiate ourselves from a very crowded field of competitors. We are one of the first start-ups in the world to use the Hive platform. I thought I’d close my thoughts with how I see these technologies evolving to solve problems not just faster, but now in entirely new ways.

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The Old Way to Finding Addressable Market: I come from a management consulting background. I’ve seen decades of surface level quant + research + panels, finding the ‘obvious’ market and then spending months diving deep to study them, segment them and define a go-to-market strategy.

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This New Way to Maximizing Addressable Market: as we did with Hive, starting with the proposition itself, and finding where we can win both on the surface but also finding this psychological white space is game changing in my opinion. By starting with the problem, and finding those for whom it solves a deeper need, is a path to truly maximizing a differentiated go-to-market approach.

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We’re excited to be among this group of innovative brands utilizing Hive’s novel intelligence, dramatically accelerating our work and driving growth through these new approaches & technologies. If you’re ever in the New York, and now Atlanta or DC areas - stop by, we would love to show you our storefronts in person.

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Steve Klebanow
Co-CEO, Great Many

Linkedin

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