5. Getting started- It’s Just Rocket Science!

(Omar Lopez, transplanting cuttings, 2018, in Quincy, WA.)

The secret of getting ahead is getting started.

Nerd Alert!

One of the basic principles of physics is ‘conservation of energy’, which is the first law of thermodynamics. This law states that energy can neither be created nor destroyed, it can only transform from one form to another. This means that 100% of the time when you put energy into something, you are going to produce some kind of result.

It may or may not be the result you wanted, but it’s a result nevertheless. In theory, you can learn from this result and refine your result(s) over time with more investment of energy.

On the flip side, 100% of the time you put no energy into something, then nothing will happen, and you will produce no results. Or if you do have results, they won’t be the results that you’re complaining to everyone that you deserve.

That’s important to understand because the most critical part about getting started is well… getting started.

You Will Do Nothing with No Energy

The way to get started is to quit talking and begin doing.

At the end of the day, you can really break down the winners and losers in life into people that have goals and take actions to achieve them, and people who have no goals, take no actions, and achieve nothing of worth or note with their lives.

Self-Awareness (or Lack Thereof)

(In 2018, Gabriel Greenstein was looking to make a change and try something different. To clarify and weight his thoughts, he put them on a white board.)

I always wanted to be somebody, but now I realize I should have been more specific.

Are you an entrepreneur looking for advice on a new startup, an investor who doesn’t want to miss the boat, an employee with a special skill who would like to work in this exciting new field, or a pothead who just wants to learn how to get better at smoking weed?

Regardless, there are presently many opportunities across the world for people to get involved in this dynamic new industry. The best news is that there will be even bigger and better opportunities around the corner over the next few years.

Whether you’re looking to make a move now or preparing for a new legal market in your state, it’s crucial to identify the right opportunities that will be a fit for you.

When Cannabis Industry Insider, Tommy Chong, started his career as a legendary pot entertainer, he was able to succeed because he had a clear understanding and self-awareness of what his goals were and what he was working towards and trying to achieve. He wanted to meet women and get laid.

“That was the whole point,” observed Tommy, “Cheech was a p***y hound too!”

Project Mismanagement

I used to jog but the ice cubes kept falling out of my glass.

While your business will live or die by its organization or lack thereof, and while making a to-do, priorities, action-item, or punch list is critical to your success, the traction you get from sorting through your thoughts and writing them down will not actually produce any results unless followed up with actual actions.

While you want to prioritize your to-do list by importance, there may be some timelines or pieces of a project that are out of your hands, and you may find that there is only so much you can do to influence your co-worker to move or advance the ball a little farther down the court.

In this case start by hitting your punch list and look for the items that you can do first, today, right now!

What are the easy things that you can accomplish that you have put off but could put down!

Even though these tasks may not be as important as the big rock you’re anxiously waiting on, you need to clear the deck of all the things that might occupy your thoughts and free up space in your head to focus on what matters.

For best results in a team environment try a task management software, or even better yet, just use a shared spreadsheet on the cloud with columns for tasks, task owners, due dates, and any other fields of info you think might be important for your team to share with each other. This way everyone knows who’s doing what in real-time, and it won’t cost you a dime.

Partner Pitfalls

I don’t want to say that most rock bands live these formulaic biography existences – but they kinda do. There’s always a divorce. There’s always an OD. There’s always a bad business manager.

Back in the gray days of the medical cannabis market, when the law was murky and risk was everywhere, I was talking to a prominent cannabis attorney from San Francisco and asked him for advice about safe cannabis distribution strategies.

I was expecting the lawyer to tell me what most lawyers did back then, “There is no safe distribution strategy, are you crazy? Never drive with cannabis or do anything else with it for that matter, under any circumstances.”

Surprisingly, the attorney told me that most of the cases his law firm saw didn’t come as a result of traffic stops, but in fact were caused by disagreements between ex-partners, ex-employees, and ex-girlfriends.

People would drive around for years carefully evading detection, only to turn each other in, out of spite and over petty grievances. Of all the threats facing cannabis entrepreneurs, at the end of the day, it was self-sabotage and small squabbles that were bringing most of them down!

A toxic partnership, relationship, or company culture, unfortunately, can still have a disproportionate impact on your legal business. Even a seemingly great and promising plan can fail given the right combination of divisiveness and distraction.

As a startup, you need to focus massive amounts of energy on your business, and you can’t do that if you’re spending your time endlessly litigating internal disputes. It’s hard to quantify the opportunity cost of having to break up arguments between two partners or employees that are fighting over who should get credit for an idea that is terrible, to begin with.

While it’s true that any partnership — even the most promising — can fall apart and create obstacles to achieving success, there are actions that you can take to mitigate things inevitably going wrong.

Just about 100% of the people Bob knows and talks to in the cannabis industry have a story of being screwed over by someone close to them.

Probably the most important thing you can do to proactively prepare for the eventuality of a business marriage falling apart is to get everything in writing up front, starting from the very beginning.

Most entrepreneurs are by nature, optimistic people and believe that things will come out right for them in the end, if they work their vision hard enough. This is why so many people take advantage of entrepreneurs.  

With this optimism, entrepreneurs will often put everything they have into a project, motivated by verbal commitments or vague promises from partners or employers for future benefits down the road.

This situation is like a train wreck taking place in slow motion. Eventually, there will be a disagreement over a verbal conversation. The parties will remember things differently. One partner or employee feels cheated and taken advantage of. That person could then work to consciously erode the business from the inside out.

It’s a bit like having termites but only worse… Now it is humans you’re dealing with. Much like humans will trash the environments we live in and call home; with equally reckless abandon, humans will wantonly destroy the places where we work.

With the right team in place and working together, a company can take a bad product or idea and find a way to be successful. In a toxic work environment, you can have the best product or service in the world and still fall flat on your face.

Employees, employers, and entrepreneurs — we know this was just mentioned, but for God’s sake:

PLEASE GET EVERYTHING IN WRITING!

If you have a job offer, insist on an employment contract.

Don’t count on your organization to be organized enough to remember to give you a regularly scheduled performance bonus or pay increase either. Get it in writing and remind them as needed.

If you are the employer, you want to be responsible with employment contracts on your end. To protect your employees and to protect the company, you should have everyone sign employment policy agreements, NDAs (non-disclosure agreement), medical disclosure forms, eligibility to work forms, and more!

Another mistake that often happens in new startups, especially in this industry, is that the founders won’t have clearly defined roles and/or responsibilities.

            When you map out these responsibilities on paper for yourselves and collectively as a team, you can hopefully come to a consensus and create team chemistry, by having everyone be accountable to each other, and knowing what to expect of each other in their own words.

            This is also a great way to allow employees and partners to self-identify whether or not they intend to bring anything of value to the table, allowing you the opportunity to ‘weed’ out the extraneous positions from your company like your ‘Chief Taco Procurement Officer’, the ‘Vice President of Intercompany Gossip’, as well as your ‘Senior District Manager of Complaining about Coworkers’.

This might not seem like a problem right out of the gate when everyone on your startup team is wearing ten thousand different hats and doing whatever it takes to get the job done that day but ‘startup mode’ won’t last forever.

Eventually, the team members will need to settle into specialties. If these aren’t clearly mapped out in advance, there is going to be great confusion and hurt feelings over who is responsible for what.

One of Bob’s weaknesses as a boss was not delineating clearly defined roles for everyone. He felt like it was a knee-jerk reaction from his time as an anarchist writer turned cannabis entrepreneur. Now he had to adopt the systems he rebelled against when he was younger, as his idealism had now flipped 180 degrees to celebrate the virtues of making a lot of money.

In addition to clear job descriptions, your business is also going to need a clear organization chart and chain of command. It’s important that your company has an effective process for making decisions. If you’re currently in charge, who takes the reins when you’re out of the office?

The last thing you want is the insanity that occurs when no one is in charge. Think Lord of the Flies. You might assume that your employees are nice, rational people who will get along with each other and act responsibly while you’re away, but when things go wrong and the rule of law has broken down in your office, then all bets are off!

As serious problems occur, the pressure increases, chipping away at human layers of politeness, courtesy, and civility, like coats of paint, peeling off a wall to reveal a hidden picture beneath, exposing underneath, the image of a base, savage animal, a barbarous beast, capable of unrivaled acts of terrible cruelty when frightened, uncomfortable, or ‘hangry’. It’s safe to assume that at any given time, any person you meet, is just one, really long traffic jam or elevator ride away from cannibalism.

Not only do your employees need to understand a clear chain of command so that they are not confused by contrary instructions from two managers, or no instructions from no managers, you and your business partners will need that clarity in an org chart as well.

If you and your partners each have equal say in the business and make major decisions by a board vote, you will still need to select a CEO (chief executive officer), President, or GM (general manager) from your group to execute the board’s shared vision between meetings.

The board should allow the CEO to handle day-to-day decisions and address any significant changes, of course, at regularly scheduled board meetings.

Motivationally Challenged

Success usually comes to those who are too busy to be looking for it.

What are your motivations for pursuing an enterprise or career in the cannabis space? If you are looking for an easy job that pays you big bucks to smoke pot all day with your friends, then put this book down right now, find that company and please… forward us the link!  The motto at an early startup I was involved in has pretty much summed up the entire experience of a first adopter in the legal cannabis space:

“If it was easy, then everybody would do it.”

As in any other business, your success will hinge on the amount of hard work and research you put in, and thestrength of your ideas. This is coupled with your ability to execute on them, your understanding of your market and your success at creating differentiation. The final key ingredient is the time you are willing to put in to ensure you’re providing top-notch customer service and a user experience that will set you apart from the competition.

Many of the initial adopters who have been successful in the space so far are those who have been able to bridge the gap between the cannabis universe and the traditional world of business.

Bringing professional practices, standards, and operations into a space that was operating in a gray area has enabled pioneers to find early success. In addition, it has also forced state, local, and even the Federal government to adopt policies, laws, and regulations to keep up with the trailblazers.

When the Cannabis Industry Insiders first started in the legal cannabis market, this type of approach was completely disruptive and helped us stand out from the crowd of competitors. Now it’s the minimum cost of doing business.

There Are Many Ways to Skin a Cat…

I believe that if life gives you lemons, you should make lemonade... And try to find somebody whose life has given them vodka, and have a party.

While you can make up for what you lack in resources with determination, it would have been really helpful to have had a guide, and other resources available when we first got started. Luckily, you don’t have to do things the hard way like the Cannabis Industry Insiders did. Now there are a number of great options available to help you get going, including (and especially), this free online resource!

Industry Groups

(In 2012, Gabriel Greenstein was elected to serve on the Board of Directors for the NCIA, and was later voted in by the board into the position of Vice-Chairman on the board. This was in recognition of Gabe’s contribution to the industry as an activist and entrepreneur. Additionally as a founding member of the NCIA, Gabe helped to organize many events and recruitment initiates including the 2011 Hermosa Beach Party featured below.)

Your network is your net worth.

Another great way to gain industry knowledge, exposure, and access to resources is to join a regional or national cannabis industry or networking association.

Trade and networking groups enable current or would-be entrepreneurs to team up with like-minded individuals, to explore a success path through synergy and cooperation.

These events can be an incredible source of information, for potential partners, investors, B2B customers, and painful hangovers.

The National Cannabis Industry Association is a trade group doing important lobbying work at the Federal level and has an extensive membership of cannabis businesses spanning the country and even the world.

Starting a business involves taking risks, but if you’re going to a conference in Las Vegas, make sure that you leave your business funds off the roulette table. The last thing you want is to have to explain to your investors why you decided to allocate your marketing budget to ‘odds’ or ‘red’.

Start Your Own Group

(Logo from 1st in history cannabis manufacturer’s trade association in 2010 in Oakland, CA.)

Start where you are. Use what you have. Do what you can.

In 2010, with the help of my business partners, including fellow Cannabis Industry Insider, Robert Johnson, I started the California Association for Production of Safe Cannabis Edibles/Extracts (CAPSCE) which was the first cannabis-infused manufacturer’s trade association in history that we know of.

I recognized that the space was so new and needed so much development that rather than view my competition as threats, I instead perceived them as potential partners for helping to build the infrastructure of standardization that would have to be in place for this industry to go mainstream.

I reached out to all of the best companies in legal cannabis manufacturing at the time, brought them to the table together, and I agreed on a charter of standards and best practices which helped set the template for the industry, including child-resistant packaging that’s not an ‘attractive nuisance’ (appealing to children), ingredient labels on consumable products, mandatory lab testing for quality control, and a standardized system for dosing cannabis-infused products.

At this time in the cannabis industry, the infused products that the medical dispensaries carried would all have completely arbitrary dosing information. One brownie package might list 3 ‘X’s’ of potency, while a rice crispy treat would be 4 ‘dazed-face emoji’s strong.

One important thing that CAPSCE did was to promote a universal labeling standard in the cannabis industry with dosage listed in ‘mg/g’ of THC.

CAPSCE was able to start a lobbying campaign to put pressure on other manufacturers to adopt best practices and on retailers to only carry products that did.

Additionally, many other groups existed at the time that focused on activism and organizing lobbying efforts for medical cannabis patients, for growers, for retailers, for the cannabis industry as a whole; it seemed every other sector of the industry had a special interest group with a seat at the table besides manufacturers before CAPSCE came along.

CAPSCE worked in cooperative efforts with other groups to help lobby and participate in the political movement to legalize medical and adult-use cannabis, behind a platform of safety and quality control measures to protect consumers.

Temp Gigs or Internships

My son is now an 'entrepreneur.' That's what you're called when you don't have a job.

Another way to get started, even if there is no industry in your state yet, is to undertake some kind of temporary work or even an unpaid internship in the cannabis industry in another state. The real-world experience and understanding of the industry you can gain even through short exposure could be invaluable.

This is also a great way to discover whether you are genuinely interested in pursuing a career or a business in the cannabis industry or just baked out of your mind. Contrary to the imaginations of many, the hard work required to be successful in the cannabis industry is actually quite sobering.

One good resource is a cannabis industry job recruitment company like Viridian Staffing. Organizations like Viridian can help you find temporary work and even lodging.

Indeed.com and Glassdoor.com also have a decent number of cannabis industry job listings.

As a matter of fact, Troy and I met, thanks to Viridian’s help! He was able to leverage the temporary job opportunity to demonstrate his value and gain a permanent spot on my team. Then Troy was able to rise within the organization, through merit, from the bottom up, starting out in the field, and later becoming the Production Manager. He continued to differentiate himself and eventually rose to General Manager of both the cultivation and extraction operations for my company in Washington State. This meeting of the minds may not have occurred if Troy and I hadn’t reached out to the same quality staffing agency.

Plans, products, and other dumb ideas

(My first stupid brand from 2008 in Los Angeles, CA.)

The value of an idea lies in the using of it.

If you are looking to get involved as an entrepreneur or as part of a new startup then the key issue is to identify a need in the marketplace for which your product or service is the solution. The more unique and disruptive your idea is, the better.

While the Cannabis Industry Insiders always look for novel and innovative concepts, not every new idea is created equal. For instance, for some inexplicable reason, no one else seemed to like my idea for infused eye drops, or as I described the product, “Visine that turns your eyes red.”

Another great example was when I first moved out to Los Angeles in 2008.

The first products which I tried to make and sell in the legal cannabis industry at the time were basically, completely  unspecial and had no unique characteristics. They were just brownies and rice-crispy treats. The only reason I had any success to start was because I had a funny brand name. That didn’t last though, and I quickly had to change the name to Canna Catering, after my partners and I realized that we would eventually get sued over my first brand idea, which was, I Can’t Believe It’s Pot Butter!

There’s a lot of power in having the right brand name.

After Tommy got out of prison, he became one of the first residents of California to get his medical marijuana card along with Jack Herrera and other well-known cannabis industry pioneers.

Following in the footsteps of other cannabis celebrities who had licensed their names to pot brands, like Willie Nelson, and Snoop Dog, Chong’s Choice was started with the humble, home-spun goal of eventually selling out to big business for billions of dollars.

Spearheaded by Shelby, Paris, and family friend John-Paul Cowen, Tommy signed on with his likeness and agreed to be an ambassador, the name and face of his own brand.

They set up a network of international brand licensees working with State manufacturers like my former company in Washington.

While Cheech Marin had now started his own competing brand, Cheech’s Private Stash, Tommy previously had no plans to team up with his former comedy partner in the cannabis industry.

“I tease him about it all the time,” Tommy had told me at the time, “I tell people- ‘hey, Cheech’s stuff is Mexican.”

*Editor’s note- since the writing of this draft, Cheech and Chong did finally reunite to launch Cheech & Chong’s Cannabis.

Some companies may take product short-cuts with ‘me-too’ offerings, and look to differentiate themselves in other areas based on other factors like great customer service or superior product knowledge. The legal cannabis industry is quickly becoming a crowded space and anything you can do to stand out from the pack will be to your advantage.

For instance, superior product quality and consistency are timeless methods for the best companies to stand out and win over the long haul. By focusing on creating value, and thinking about the needs of your customer first, you can design your entire approach around identifying and filling a need in the world and find the proper rewards for successfully helping people, with your best possible contribution to the marketplace, whether it’s a product, tool, concept, or service.

Cannabis banking, compliance, packaging, logistics, marketing, and how-to guides are just some of the niches of the cannabis industry that still have openings and room for innovation.

Plan to do a lot of research to ascertain what customers in your area are looking for. Talk to other businesses in your area and yes, as we mentioned before… you should even try talking to your competitors. In a perfect world, you canfind a way to work together to better serve the needs of your community. You don’t necessarily have to have a storefront to make an impact on the market, if you are able to identify a product or service that is needed by either end-users or the businesses themselves.

There are currently many resources available online for finding data on the cannabis industry. As international interest in the industry continues to approach frenzy levels, an increasing number of companies are offering forward-looking market analyses and cannabis data products to investors and entrepreneurs.

One helpful resource is a newsletter like MJBizDaily. This website provides daily cannabis news and information, along with financial products that are available with a paid subscription service.

If there is no current market data available in your state, break down your area by general demographics. Take this information and compare it with known data about the demographics of cannabis consumers in other markets. This should give you a great point of departure for predicting customer behavior in your market.

Like any other industry, the more you’re able to identify and target specific demographics of consumers, the more efficient and effective your business efforts will be.

In many ways, it’s still ‘amateur hour’ in the cannabis industry. That being said, a professional business plan is a great way to help you stand out from the crowd. While this is a weighty subject, with entire books already dedicated to the topic, the following are some tips to keep in mind when putting together your cannabis business plan.

BUSINESS PLAN ESSENTIALS

    • Business Entity, Partners, Investors, Etc.
    • Market Analysis
    • Understanding of applicable regulations
    • Identify Product/Service
    • Management Team
    • Production, Sales, and Marketing Plans
    • Economic Model
    • Financial Projections
    • SWOT Analysis (Strengths, Weaknesses, Opportunities & Threats)
    • Strategy and Implementation Roadmap

 

Make sure to dedicate time to describe your market and explain how and why your products will sell.  How are your products or services similar to, and different from your competition?

If your financial projections like sales and income estimates are too high, investors are going to think that you are also ‘too high’. While raising capital at a high valuation sounds great now, you are going to have to live up to those numbers eventually.

Work from a realistic budget based on conservative estimates. Make sure to factor ‘280e’ taxes, social equity programs, large banking and licensing fees, and any other special cannabis industry weirdness into your financial calculations.

280e is a provision in the Federal tax code that prohibits businesses from taking normal deductions if they manufacture or sell a federally illegal substance. Don’t worry, we’re going to dive more deeply into more terminology in a short while.

Your Capital Requirements and Budget

I love money. I love everything about it. I bought some pretty good stuff. Got me a $300 pair of socks. Got a fur sink. An electric dog polisher. A gasoline powered turtleneck sweater. And, of course, I bought some dumb stuff, too.

While the capital requirements for different types of businesses, scales, and markets vary significantly, one thing is crystal clear: the days of ‘ma and pa marijuana’ are all but over.

There has been much concern and consternation throughout the cannabis industry for years that ‘big marijuana’ was going to come in and ‘smoke’ the existing market, much like a few big players do in just about every other American industry.

Unfortunately for would-be small business owners, this transition has already begun.

To address this though, many states now have in place ‘social equity’ programs that give priority licensing to businesses that are partially owned by minorities, the economically disadvantaged, and those who have been disproportionately impacted by the war on drugs.

Most likely, regardless of which market you’re in, and as time goes on, you’re going to have to be better and better-funded to compete in the cannabis industry. The longer you wait, the more expensive it will get, and so on.

The backlash against this trend is what’s behind the strange phenomenon we’ve seen in some states of old hippies getting stoned out of their minds and then going out to vote against legal pot!

The good news is that most of the big companies are still afraid to get their hands dirty and are only investing indirectly through local teams and subsidiaries across the country.

This reticence of big companies to play directly, and the slow pace at which Federal cannabis policy is catching up to the marketplace, still leaves a small window of opportunity for a small business to squeeze through and carve out a niche, especially in emerging markets.

Regardless of whether you have a big-ticket backer, or are ready to go it alone, you need to be prepared to raise and spend a significant amount of money to succeed.

Problems with your launch?

The team @ My Pipe Dreams is here to help you get off the ground!

Key Chapter Takeaways

The Do’s and Don’ts of the Dope Industry

  • Do– Invest time and energy if you want to see results
  • Do– Get all partnerships and business arraignments in writing from the very beginning 
  • Do– Get involved in trade shows and industry organizations 
  • Don’t– Avoid an honest assessment of your own strengths and weaknesses as it pertains to life and business
  • Don’t– Expect the cannabis industry to be easy!
  • Don’t– Don’t start a business if you can’t afford to!