What A Cannabis Business Needs to Acquire Funding

What A Cannabis Business Needs to Acquire Funding
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Acquiring funding for a cannabis business comes with its own set of challenges, particularly due to the complex regulatory environment and market dynamics. However, with the right approach, you can attract investors and demonstrate the potential of your business. This guide outlines the key steps needed to make your cannabis business appealing to potential investors.

Startup founders and executives speak on a panel at an investor event in Austin, TX, sharing realities about regulatory challenges and accessing capital in the cannabis industry.

3. Present Clear Financial Projections

Your financials are one of the most critical components of any pitch. Investors want to know that your business is economically viable and scalable.

    • Revenue and Expense Forecasts: Provide realistic financial projections, outlining expected revenues, operating expenses, and margins.
    • Market Comparisons: Share case studies or data from comparable businesses, showcasing successful financial outcomes.
    • Conservative Estimates: It’s better to present conservative revenue projections and overestimate potential expenses. This shows investors that you’re prepared for contingencies and aren’t overselling.

Clearly outline how you’ll use investor capital to fuel growth, whether it’s for product development, expansion, or operational improvements.

4. Showcase Your Team and Expertise

The strength of your team can make or break investor interest. Demonstrate that you have the right people in place to execute your vision.

    • Leadership Experience: Highlight the qualifications and backgrounds of key members, especially those with experience in cannabis or regulated industries.
    • Advisors and Consultants: If you have industry experts guiding your business, mention them. This adds credibility to your operations and shows investors that you’re well-supported.

Investors invest in people as much as they do in ideas, so make sure your team stands out.

5. Define Your Competitive Advantage

The cannabis industry is highly competitive, so it’s crucial to show investors how you plan to stand out.

    • Proprietary Technology or Processes: Whether it’s unique cultivation techniques or intellectual property, explain what differentiates you from competitors.
    • Market Leadership: Show how you stay ahead of industry trends, positioning your business to capitalize on emerging opportunities.
    • Adaptability: Investors are more inclined to back businesses that understand and adjust to the ever-changing cannabis landscape.

This section should prove that you’ve built a business with staying power.

6. Regulatory and Quality Control Measures

Strong regulatory compliance and quality assurance procedures are essential for building investor confidence.

    • Track Record: If applicable, showcase any compliance audits, certifications, or adherence to industry standards.
    • Quality Control: Investors want to know how you ensure consistent product quality—this could be through internal checks, third-party testing, or partnerships with accredited labs.

Investors are particularly cautious in regulated industries, so transparency here is key.

7. Comprehensive Marketing and Branding Strategy

In the cannabis industry, your brand can be a powerful differentiator.

    • Branding: Show how your branding reflects your company values and resonates with your target audience.
    • Customer Loyalty Programs: Outline efforts to build a loyal customer base through incentives, promotions, or loyalty programs.
    • Positive Feedback: Highlight customer reviews, testimonials, or endorsements that can bolster your reputation.

A well-defined brand can give investors confidence in your business’ ability to grow and maintain a loyal following. 

8. Risk Management and Mitigation Strategies

Every busines has risks, but it’s essential to show that you’re prepared to address them.

    • Risk Identification: Outline potential challenges, such as changing regulations or supply chain disruptions.
    • Mitigation Plans: Detail how you will address these challenges, including backup plans and contingency funding.

Investors appreciate businesses that take a proactive approach to risk management.

9. Key Milestones and Achievements

Investors are more likely to invest in a business that can demonstrate past successes.

    • Partnerships and Certifications: Mention any collaborations, awards, or recognitions that validate your business.
    • Milestones: Whether it’s reaching revenue targets, securing key clients, or achieving product development goals, share these successes..

Demonstrating momentum will help persuade investors that your business is on the right path.

10. Exit Strategy

Providing clear exit strategies is essential, as it informs investors on when they will likely get a return on their investment.

    • Potential Exits: Discuss whether you foresee an acquisition, merger, or eventual IPO.
    • ROI Timeline: Be transparent about when investors can expect returns and what milestones will trigger those payouts.

Clear and realistic exit strategies provide investors with a roadmap to profitability.

11. Due Diligence Materials

Investors will need access to due diligence materials to verify your claims.

    • Legal Documents: Prepare all relevant legal agreements and documents.
    • Financials and Compliance Reports: Ensure that your financial statements, tax returns, and compliance records are readily available.

Organized and accessible due diligence materials make the investment process smoother and demonstrate your commitment to transparency.

12. Craft a Captivating Pitch

A strong pitch can set the tone for investor discussions.

    • Clear and Concise: Summarize your business, financials, and growth potential in an engaging way.
    • Use Visuals: Graphs, charts, and other visuals can help make your case more compelling.
    • Storytelling: Investors respond well to storytelling, so weave a narrative about your business, its impact, and its future.

Ensure your pitch leaves a lasting impression by being both informative and captivating.

13. Get Legal and Compliance Advice

Legal issues can complicate funding efforts, so it’s wise to have experts on your side.

    • Consult Cannabis-Specific Attorneys: Legal experts familiar with the cannabis industry can help ensure your business is operating within the law.
    • Build Investor Confidence: Having a legal team that backs your business’s compliance efforts shows investors you take legal matters seriously.

Conclusion

Acquiring funding for a cannabis business requires thorough preparation, transparency, and a strong business case. By ensuring regulatory compliance, presenting clear financials, and showcasing your team and competitive advantage, you’ll be better positioned to attract investors. Remember, investors need to trust that your business can navigate the unique challenges of the cannabis industry while delivering a solid return on investment.

 

Need Help With Your Pitch Deck?

Schedule a strategy session with BIPOCann to review your current pitch deck or to create a new and improved version. You can also subscribe to BIPOCann Online to access pitch deck templates, business development resources, and ask questions to our team of advisors.

How to Pitch Your Cannabis Business

How to Pitch Your Cannabis Business

How to Pitch Your Cannabis Business
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Since 2020, BIPOCann has consulted hundreds of individuals who were eager to apply for a cannabis business license, grow their existing cannabis business, or launch a service-based startup.

During our initial conversations with cannabis entrepreneurs, we always try to discover their biggest obstacles to business entry or growth. And 9 times out of 10, the answer that we hear the most is “access to capital”.

Getting Your Business to Stand Out in a Competitive Marketplace

Acquiring funding for a cannabis business is challenging for many reasons. Between strict regulatory environments, a competitive marketplace, and limited access to banking and financial services (because cannabis is not federally legal, many banks and financial institutions do not support the industry) – cannabis businesses often appear to be risky investments.

At the same time, the $30B+ industry is growing rapidly and it’s still relatively new (Colorado and Washington became the first two markets to sell regulated adult-use cannabis in 2014, and 10 years later, cannabis is legal for medical or recreational use in 38 of 50 states).

Additionally, recent legislative pushes for safe banking and rescheduling cannabis, state-based investments in social equity programs, niche investor conferences, and major acquisitions — like Wana Brands for $297.5 million and MJBizDaily for $120 million — signal optimism about the industry’s potential for growth.

Industry events that specialize in connecting cannabis businesses and investors, like Benzinga’s Cannabis Capital Conference (above), offer opportunities to network, access industry and financial insights, and practice your business elevator pitch.

As investors become more interested in the cannabis industry’s growth, how can capital-seeking cannabis businesses increase their chances at securing funding? 

How to Pitch Your Cannabis Business to Investors

Here’s a list of tips & recommendations to consider before you pitch your cannabis business to investors.

1. Identify the Problem

Start your pitch by clearly defining the problem your business is solving in the cannabis industry. Investors need to understand why your business exists. Is it addressing inefficiencies in cultivation? Tackling compliance challenges? Or introducing a new, innovative product? Highlighting a real, tangible problem is the first step in convincing investors of your value proposition.

2. Present Your Solution

After identifying the problem, explain how your product or service solves it. Whether it’s a new technology, streamlined process, or unique offering, ensure you can demonstrate how it directly addresses the identified issue. Provide concrete examples, whether through user stories or industry case studies, that back up your claims. Be clear about why your solution is better than existing alternatives.

3. Define Market Size and Growth Potential

Investors are drawn to businesses that have a large and growing market. The cannabis industry is dynamic, and new opportunities emerge as regulations change. Provide investors with data on the size of your target market, its growth potential, and how your business is positioned to capitalize on this growth. Include industry reports or data to reinforce the market opportunity.

4. Understand Your Competition

Competition in the cannabis industry is fierce, making it essential to show that you understand your competitive landscape. Identify your main competitors and explain how your business differentiates itself. Do you have proprietary technology or processes? Are you more agile than established players? Investors want to know how you plan to outpace the competition.

5. Showcase Your Product & Business Model

Investors are interested in businesses that can generate revenue consistently. Share details about your product or service, how it fits into the market, and your business model. Will you generate income through retail sales, subscriptions, or partnerships? Focus on how your business will make money and how scalable your model is in the cannabis space.

 

6. Highlight Key Metrics and Traction

Early traction and key performance metrics are strong indicators of your business’ potential. Highlight any milestones you’ve reached so far, whether it’s revenue targets, customer acquisition, or product launches. These metrics build investor confidence in your ability to grow and scale. If you’re pre-revenue, focus on user engagement, partnerships, or interest you’ve generated in the industry.

7. Introduce Your Team

A strong team can be the deciding factor for many investors. Highlight your leadership team’s experience, especially if they have backgrounds in the cannabis industry or regulated markets. Include your advisors or consultants, as their expertise can enhance investor confidence. Investors want to know that your team has the experience and skill set to execute your vision successfully.

8. Provide Clear Financials

Clear financial projections are critical in any investor pitch. Investors want to know how their money will be used and when they can expect a return. Provide conservative estimates on revenue and expenses, and outline how much funding you are seeking. Detail the use of funds, whether it’s for expansion, research and development, or regulatory compliance. Transparent financials demonstrate that you’re well-prepared for the challenges ahead.

9. Emphasize the Opportunity

Investors are ultimately looking for opportunities to make money. Emphasize the growth potential of your business and the cannabis market as a whole. Showcase how investing in your company is a great opportunity for them, given the trajectory of the industry, your business’ unique positioning, and your plan for scaling. Make it clear that this is a chance for them to get in early on something big.

10. Present the Round and Timeline

Clearly define how much you’re raising, the timeline for the raise, and any key investors you’ve already secured or are in discussions with. Providing this information builds a sense of urgency and shows investors that they’re part of a larger group of interested parties.

Conclusion

Pitching your cannabis business to investors requires more than just an explanation of your product—it’s about presenting a compelling narrative that positions your business for success. Investors want to understand the problem you’re solving, your solution, market potential, competition, and financial outlook. Most importantly, they want to know that betting on your business is a great opportunity. By following these steps, you’ll be better prepared to make your case to potential investors.

Need Help With Your Pitch Deck?

Schedule a strategy session with BIPOCann to review your current pitch deck or to create a new and improved version. You can also subscribe to BIPOCann Online to access pitch deck templates, business development resources, and ask questions to our team of advisors.

The Power of Storytelling and Branding for Emerging Cannabis Businesses

The Power of Storytelling and Branding for Emerging Cannabis Businesses

 

Welcome to BIPOCann’s PR corner. This is the third of a monthly blog post where the topic of canna-business intersects with public relations. What a pairing! My hope is that you will learn something valuable that can be helpful as you grow your canna-business. —Lori Shepherd

Last week, I participated in a BIPOCann workshop focused on helping business owners like you glean some points about storytelling and branding at your businesses. I thought it would be nice to recap some of what I shared and the other panelists, in this blog post. 

Let’s face it the cannabis industry is a competitive landscape and crafting a compelling brand identity is essential for your emerging company to stand out from the others. When it comes to cannabis businesses, a sector gaining significant traction nationally, the power of storytelling becomes even more crucial.

If you talk to five publicists and you’ll hear five entirely different approaches to running a publicity campaign, except for two words you’ll likely hear from each one: storytelling and branding. Storytelling and branding are vital from a marketing and public relations perspective because they’re both crucial to helping you differentiate your cannabis business and highlighting its unique qualities.

Check out these four thoughts to think about using storytelling and branding for your company’s benefit:

1. Establishing an Emotional Connection

Most of us empathize with others when we see ourselves in their shoes. Especially if they’ve faced a challenge and later overcome it through great difficulty to reach a goal. Stream any random Netflix or Hulu movie, and you’d agree that most of us love an engaging story. Be it the movie’s gullible main character or a conniving confidante; there’s usually something that evokes an emotion in us as the viewer.

For business owners and company founders, the same can be true for your businesses. If it is your goal to reach your customers with a positive lasting impression about your brand, you can use clever storytelling to help you. Your target audience and how you communicate with them will determine how you do this.

For example, suppose your target audience is customers in their early to mid-30s who are recreational cannabis consumers. In that case, reaching out with Instagram reels highlighting a lifestyle appealing to them might be an ideal storytelling strategy.

However, suppose your customers are budtenders working at dispensaries in a particular region. In that case, your storytelling strategy might include writing and disseminating a branded newsletter with engaging stories that budtenders care about reading.

Regardless of who your audience is,  you can evoke empathy, trust, and loyalty by sharing authentic narratives, videos, and other content that fosters long-term relationships beyond transactional exchanges through storytelling. Your company can communicate its values, mission, and passion through storytelling, making your brand relatable and memorable.

 

2. Creating Differentiation


The cannabis industry is rapidly expanding, leading to increased competition. Emerging businesses must differentiate themselves effectively to stand out in a saturated market. Storytelling provides a perfect opportunity for you to showcase the distinctive qualities of your business.

By telling stories highlighting your business origins, cultivation methods, product development, or commitment to sustainability, companies can set themselves apart from competitors. This Differentiation helps build a loyal customer base that values the brand’s story and is more likely to choose it over generic alternatives.

3. Building Trust and Credibility

Cannabis businesses face numerous challenges, including regulatory hurdles and lingering stigmas associated with the industry. Storytelling plays a vital role in overcoming these obstacles by building trust and credibility. By transparently sharing your journey as a founder, your business can stand out for its ability to share details that another founder may not.

Whatever is uniquely essential to operating your business can be utilized in telling authentic stories that humanize the brand, dispel misconceptions, and position your company as a trusted authority. One way to achieve this is by creating a monthly newsletter distributed to your target audience. This might educate your customers about your unique commitment to quality, safety, compliance, or community. Through storytelling in this way, your emerging business can break down barriers, increase customer confidence, and foster positive perceptions.

4. Engaging and Educating Consumers

Storytelling is a powerful tool for engaging and educating consumers about the benefits and uses of cannabis products. Your emerging business can use storytelling to educate your target audience about the science behind cannabis, its therapeutic applications, and its potential to enhance wellness.

By telling stories that provide valuable information in an accessible and relatable manner, businesses can empower consumers to make informed decisions. This educational approach helps de-stigmatize cannabis and positions the company as a knowledgeable and supportive resource. You can integrate industry data, stats, and other quantitative information to help strengthen your messages.

 

Helping Your Brand Stand Out 

Cannabis is booming, and your emerging cannabis business will need to be effective at storytelling and branding to be successful against the competition. By harnessing the power of storytelling, cannabis entrepreneurs like you will establish emotional connections, create differentiation, build trust and credibility, and engage and educate your target audience.

In the fast-growing cannabis industry, a compelling brand story can be the key to unlocking growth, loyalty, and success. It really doesn’t matter the type of cannabis business you’re operating, storytelling will allow you to highlight your business’s unique qualities and set it apart from the rest.

 

25SecondsPR is a communications and public relations company that specializes in helping small businesses and nonprofits shape and develop their public facing profile and brand through creative storytelling. Learn more about us at www.25secondspr.com.

Why Accounting is Key to CannaBusiness Success

Why Accounting is Key to CannaBusiness Success

This is the second of a monthly blog post where the topic of canna-business intersects with public relations. What a pairing! My hope is that you will learn something valuable that can be helpful as you grow your canna-business. I am delighted for the opportunity to collaborate with Ernest Toney and the BIPOCann platform he’s created with you in mind—Lori Shepherd

For many more years than I care to admit to, I’ve managed PR accounts in tech, nonprofit, and many other spaces, but in cannabis I’ve discovered a riveting industry unlike any other. There’s no industry today quite like the fast-emerging cannabis industry, which is estimated to generate retail sales upwards of $52.6 billion by 2026, according to the MJBiz Factbook. With all this growth, it’s no wonder ancillary businesses, mainly accounting, are seeing a tremendous boom.

With social equity programs underway in states where cannabis is legal, Black and Brown people are getting access to business ownership; however, many social equity startup owners are so strapped for cash and overwhelmed with the daily challenges of operating their business that the need to set up Internal Revenue Code Section 280E compliant accounting operations gets lost. 

The Intersection of Cannabis Businesses & 280E

This is where accountants that are particularly knowledgeable about IRC 280E compliance are crucial, and it is why they can be invaluable to supporting men and women who’ve been disproportionately affected by the war on drugs.

As a reminder, the IRC 280E regulates the taxation of the companies that sell cannabis. It requires plant-touching businesses to pay taxes on gross income vs. net income, requiring these businesses to maintain detailed financial records. The focus for setting up an IRC 280E compliant accounting operations should be considered before the business makes its first sale. 

“Why is this important? Because not all businesses are treated the same,” says Angela L’Esperance, CEO of Ms. Jane Accounting, the premier all-female accounting firm based in Minnesota. “This [280E] dramatically affects all cannabis plant-touching companies. Per the IRS, since cannabis is still a federally illegal Schedule I controlled substance, cultivators, processors and retailers in cannabis are not allowed to deduct ordinary business expenses. This results in high tax rates (averaging 70% or higher) for these cannabis companies.” Angela L’Esperance says that 280E compliance begins with proper Cost Accounting booking, adequate record keeping and accurate tax reporting. “Lack of knowledge, skills and expertise in this area comes at a costly price for business owners.” 

Example of differences in effective tax rate for cannabis businesses (provided by Harvest Accounting Firm)

Given the complexities of the IRC 280E requirements, not to mention the difficulty new owners face when starting their plant-touching businesses, too often new licensees and other plant-touching business owners simply don’t have sufficient enough information about its importance. 

 

The Blunt Truth About Cannabis Business Accounting

“The cannabis industry accounting requirements are both unique and complex,” said Angela Mays, a canna accountant and CEO of The Blunt Accountant based in Northern Virginia. “As a new licensee, you are concentrating your efforts on raising funds for your business, securing your location and preparing your business to open so setting up a 280E compliant accounting operation is the last thing on a new business owner’s mind.” Mays said that even before an owner opens for business, having cannabis accounting specific policies and procedures is important. She said that not having strong policies, procedures and processes in place that are IRC 280E compliant can make plant-touching business owners vulnerable to being audited and may result in inaccuracy and compliance penalties. “Canna business owners should operate their businesses as if they are going to be audited,” states Mays. 

When owners don’t adequately prepare for an audit, and fail to follow IRC 280E, the result can lead to penalties and fines. The fines can be exorbitant, causing tremendous hardship for new business owners to pay them and stay solvent.  The results can be crippling. But with planning and with accounting policies, processes and procedures established early on, most new licensees or plant-touching business owners who are audited, will be prepared.

“An accountant that specializes in the cannabis niche can help facilitate business growth by maintaining clear and thorough Cost Accounting records,” says Jean A. Casey, CEO of JAC Accounting, based in Phoenix, Arizona.

Auditors will look at a client’s processes and procedures. If those are in place, an auditor is able to determine the accuracy of a client’s books which can lead to a better audit experience. Without them, the auditors will assume that the books are inaccurate which can make for an unpleasant audit experience. No one wants to get audited but having an accountant that can make sure you are prepared and that understands the guidance can decrease your chances of being assessed accuracy penalties and for failing to comply with the regulations. 

The path to emerging cannabusiness owners’ success is not easy, especially for social equity owners. But, as more resources and solutions are developed, it will make their journey increasingly easier. 

 

About the Author

25SecondsPR is a communications and public relations company that specializes in helping small businesses and nonprofits shape and develop their public facing profile and brand through creative storytelling. Learn more about us at www.25secondspr.com.

 

Cannabis + Public Relations: A Highly Collaborative Relationship

Cannabis + Public Relations: A Highly Collaborative Relationship

Welcome to BIPOCann’s PR corner. This is the first of a monthly blog post where the topic of canna-business intersects with public relations. What a pairing! My hope is that you will learn something valuable that can be helpful as you grow your canna-business. I am delighted for the opportunity to collaborate with BIPOCann on the platform they created with you in mind—Lori Shepherd

Whether working with new licensees with multiple dispensaries, people with cultivation plants, or even cannabis accounting professionals, I’ve learned how incredibly quickly the cannabis industry is growing. And, as a fresh cannabis licensee, you know it isn’t easy establishing a foothold in this highly competitive marketplace. Whether you’re entering the cannabis space in retail, wholesale, or processing and manufacturing, you must overcome numerous obstacles to success.

In cannabis and elsewhere, public relations experts know how to help new companies break through the barriers preventing them from getting off the ground. They can establish constructive relationships, in person or through a myriad of press materials, with media members who ply their trade in print publications, broadcast media, or online. These individuals can give you the type of free publicity that will help you take flight. 

I can’t tell you how many times I’ve been asked, “so, what is it exactly that publicists do?” But the answer is the same. It is a form of marketing that helps shape public opinion about one’s business, brand, products, or services. Publicists work by supporting media contacts’ ability to know about their clients in ways that lead to media coverage of them. 

Journalists, reporters, bloggers and influencers, and others who cover cannabis, will be willing to do this only if they’re convinced, you’re serious about making a positive impact in the community and have the skills, resources, and commitment to make your dispensary or processing and manufacturing facility a success. A publicist will help you put your best foot forward all the time, crafting messages for you that are honest about what you have to offer and eloquent when describing how you plan to implement your intriguing vision. 

Free Publicity is Better than Advertising

Unlike virtually all other types of legal businesses, cannabis wholesalers and retailers are generally not allowed to advertise. Not in magazines, on the radio, on TV, in newspapers, in trade journals, or on most social media sites like Facebook and Instagram. Creating compelling and persuasive advertising pitches won’t be a problem for you as a new cannabis licensee since that avenue is not available to help you raise awareness of your qualifications and virtues. 

Theoretically, this can severely limit your capacity to inform potential clients about your products and services. But truth be told, these prohibitions are blessings in disguise to some degree. 

If you rely on advertising exclusively to get the word out about your brand, you’ll be able to control the message entirely. But the advantages of doing this are negated by the fact that you’re relying on a source of communication that people inherently distrust, as they know that ads are always partially manipulative. 

Of course, your need to find communication channels through which you can connect with possible future clients is as urgent as any other new business. Potential customers have to know who you are, what you have, and how to find you before they can consider you a viable option for meeting their cannabis-related needs. 

Good publicity freely earned offers you, by far, your best opportunity to gain positive attention from potential clients, politicians, regulators, and other interested parties. Favorable coverage in the media means an independent voice chose to interview you and publicize your products or business because they thought you had an exciting story to tell or a worthwhile contribution to public health or the welfare of the community.

Audience members who see or read the enlightening pieces that result from a smartly planned PR campaign will perceive you as a potential community asset, thanks to your ability (or, more accurately, the power of your PR representative) to demonstrate to a journalist, reporter, blogger or influencer that you deserved positive coverage. 

Everyone who reads about you or hears about you through the media will realize you’re trying to make an excellent first impression. But they won’t punish you for it if they’re convinced a real journalist or reporter has fact-checked your claims and would have contradicted them if necessary. 

AI Is Not the Solution

Many resources are available in the PR toolkit to help you tell your story. Press releases, for example, can be valuable tools to provide accurate and detailed information about your business, yourself, your employees or partners, and your medicinal or recreational cannabis products. Skillfully honed press releases shouldn’t be confused with advertising copy, as the former is strictly informational. In contrast, the latter is meant to produce a specific result (to persuade potential customers to become actual ones). Your press releases will let reporters, journalists, editors, and bloggers know that you’ve entered the cannabis sector with a sound, sensible, and transparent business plan, meaning you intend to offer the best products and provide excellent customer service. 

Do I need someone to handle my press releases? Couldn’t I use ChatGPT instead, the red-hot artificial intelligence chatbot that is supposedly capable of producing a written script that is indistinguishable from that composed by a human writer? You could, but anyone reading closely and interested in understanding your business’s nuances may find that this technology fails to deliver fully. 

While it represents a genuine technological advance, ChatGPT cannot accentuate the specifics; it can only gather information from pre-existing data. The label’ artificial intelligence is a misnomer; ChatGPT has no actual intelligence; it is simply a complex computer program designed to imitate human beings as best it can, and that places a limit on what it can accomplish. 

As a new licensee in the cannabis sector, the last thing you need is a generic or slightly confused copy that falls short of what a skilled writer with a background in PR can produce. ChatGPT may be a valuable tool for writers looking to add a bit of spice or variety to their copy. But suppose you rely exclusively on ChatGPT to handle your press releases, blog copy, white papers, and any other marketing material. In that case, the final results will likely be mediocre. 

Telling the Truth About Cannabis and You

It’s unfair and based on false and outdated perceptions. But in the eyes of some, cannabis still carries a stigma, and that can be reflected in the attitudes of banks, government regulators, community leaders, and media figures in their treatment of companies or entrepreneurs that market and sell cannabis products. 

The good news is that you have the truth on your side. You know all about the benefits of CBD or therapeutic cannabis products, and you can help people separate myth from reality when discussing recreational cannabis. 

A well-organized PR campaign can effectively counteract negative impressions. In cooperation with your publicist, you’ll spread the news about the benefits your entrepreneurial efforts can bring to your community without twisting, spinning, or distorting the truth. 

Public relations outreach efforts designed by authentic PR experts can open doors that allow you to express, in your own words, your real motivation for entering the cannabis space. Through legitimate media, you’ll have the chance to tell the public exactly how the products you manufacture or sell can help people improve their lives, which will generate more business for you than the most perfectly crafted advertising campaign imaginable.  

25SecondsPR is a communications and public relations company that specializes in helping small businesses and nonprofits shape and develop their public facing profile and brand through creative storytelling. Learn more about us at www.25secondspr.com.

13 Popular Career Paths in Cannabis

13 Popular Career Paths in Cannabis

Where’s Weed, the comprehensive online consumer resource that connects visitors with relevant cannabis businesses across the US and Canada, recently partnered with BIPOCANN to produce an informative content series on How to Get Into the Cannabis Industry.

In the introductory feature, the Where’s Weed team provides insightful context on the state of the workforce opportunities that exist in the nascent cannabis industry:

“According to a recent report, the cannabis industry supports over 428,000 jobs across the United States. Even considering the current economic climate, over 107,000 new jobs were created in the cannabis industry, nearly unmatched by any industry. That’s a 33% increase in jobs year over year!”

Popular Career Paths in Cannabis

The Career Series features 13 popular career paths in the cannabis industry and different types of roles you’ll find in each.

Removing Barriers to Entry in the Cannabis Industry

As Where Weed notes throughout the Career Series, “When it comes to the cannabis industry, getting into it is the hardest part.”

“Since BIPOC (Black, Indigenous, people of color) populations are under-represented in this multibillion-dollar industry, BIPOCANN’s mission is to increase visibility and advance representation. Joining the BIPOCANN network gives you easy access to cannabis industry networking, education, and growth resources.”

Partnering to Increase Minority Visibility and Representation

Where’s Weed showcases a variety of different directories to help people find dispensaries, delivery services, MMJ doctors, branded products and related deals — plus relevant cannabis news and culture.

At its core, they are a technology company with a passionate team who truly cares about the consumer. Since 2011, they’ve led with education to allow visitors to safely experience the legalized cannabis industry, while providing a platform where canna-businesses can advertise, legally.

Where’s Weed became BIPOCANN’s first Diversity Advocate member in 2020. Since then, they have been a consistent partner in supporting BIPOCANN’s work in shaping a more accessible and profitable legal cannabis industry for minority entrepreneurs, business owners, and professionals in the Americas.

Where's Weed | cannabis business membership