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.