Shane S. 'Doogan' Doull

A long, long time ago...way back in the #earlydays of California's Cannabis industry, there was an #outstanding event: The "Founder's Forum." Now it's back. The Return of the Founders Forum will provide a completely #different but highly #effective way to network and raise capital. ⚡ What made the Founder's Forum so unique: ➡ The event was free and invitation-only. ➡ Held on #1st Fridays monthly from 5pm-til late. ➡ #Winners who got funded, funded the next event. ➡ Uniquely held in a beach bar, no #shoes were required. ➡ There were no #presentations, nor any handouts nor slides. ➡ Unlike typical Cannabis conferences, it featured no stands or #booths. ➡ It was limited only to emerging markets founders, funders, and investors. Attendees had a pencil to rank 3 live pitches done without #microphones or visual aids at each event. Some Founders Forums had fun networking #tricks: once, attendees were given half a drink-ticket upon entry but had to find the other half of the #ticket held by someone else, forcing #networking. The Forum grew from #modest Meet-Ups eventually culminating in a #lavish Prohibition-Era-themed party in an LA hotel with rooftop pool. The Founder's Forum #vanished as more #conventional Cannabis events emerged, offering a format open to #anyone, not just founders and funders. The event #reappears in sunny San Diego later this year. Highly Capitalized Network-HCN is a proud media partner of the Founder's Forum. We'll be there, interviewing the #nextgeneration of Cannabis & psychedelics entrepreneurs. Follow the Founder's Forum page here on LinkedIn for more info & updates. Invite only, it's limited to founders and those who fund founders in both psychedelics and in #Cannabis

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Building a true brand-driven MSO   Most cannabis executives and sector analysts concur: Winning MSOs will be brand-driven. Great, but what does that mean in practice and how do you get there?   A strong brand is more than a logo or THC level. It is a promise of value reliably delivered to consumers – and, if done right, a provider of strong margins and sustainable advantage for producers.   I've worked with some of the biggest consumer & B2B brands in the world (e.g., P&G, Merck, AmEx) plus many ambitious Canadian and US weed brands.   Here's what I learned in cannabis. It doesn’t matter how many CPG people you hire, the amount of executive ‘happy talk’ or how much money you throw around.   Great brands will emerge from the creation of a brand development engine that forms the core of how a firm competes. This engine is built on a foundation of strategic clarity, an unwavering focus on channel & consumer needs and the assembling of enabling capabilities such as market research & analytics, innovation, and product line management.   One MSO that is dialed into this advanced thinking is Ayr Wellness.   Ayr’s go-to-market strategy is based on the notion of a ‘flywheel’. This is an understanding that the company is simultaneously seeking to be a retailer of choice and a house of sought-after CPG-like brands. Their operational ‘secret sauce’ includes quickly capturing and leveraging market & consumer learnings, ensuring quality throughout the supply chain and designing the ideal consumer brand portfolio and experience.   This approach seems obvious, but it is not. Many MSOs plan/execute their retail and brand strategies in silos, thereby increasing complexity, hindering learning and challenging cost minimization efforts.   For Ayr’s differing brand and retail strategies to work, they need to support one another and leverage available synergies. For example, Ayr’s CPG brands need strong equity and a unique identity, and not be seen as ‘me too’ house brands. Ayr has rationalized its brand portfolio from 12 single-form factor brands to 2 core brands that cross form factors to ensure that each provides a differentiated value proposition and carries a strong physical and digital presence. When done successfully, brands can become a driver for retail, much like carrying Coca Cola is de rigueur for any grocery chain.   On the other side of the flywheel, Ayr’s strong retail platform gives them the ability to launch/build brand equity through readily available shelf space, a supportive retail service team and direct access to market data. The retail brand is being built to convey clear positioning and resonating pillars and focused on generating customer loyalty.    When fully developed, Ayr’s flywheel could powerfully drive corporate performance, including delivering market-leading brands, service levels and margins. 🔔Hit that follow bell to always get my unique, impactful content #cannabisindustry #MSOS #branding #cannabis #marketing #AyrWellness

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Cali Cannabis Brands May Take Over but Maybe Not Cali Firms Californian (and BC) weed brands have a well-earned image and mojo – which will soon come under serious attack.  The foe is in plain sight:  shrewd MSOs & LPs who will use marketing precepts to beat the West Coasters at their own game.     In cannabis few brand values count more than pedigree, exclusivity, and authenticity. West coast brands have this in spades backed up by plenty of expertise and genetics. However, right now any MSO or LP can freely copy (with slight modifications) or create their own ‘Cali’ style brands.  As I type, I can sense the outrage and pushback by some.  Read on. Yes, true authenticity and community is not easily replicable to a connoisseur.  But for much of the current market as well as most future consumers, it’s a different story.  According to research, they care far less about the 'real thing' if their other needs are being satisfied.    The producer payoffs are great if you get it right.  To wit, the supply of Louis Vuitton handbags is small and exclusive.  Conversely, the market for fast-fashion Chinese knock offs is much bigger.  We’ve already seen Cali-inspired brands (e.g., Aurora’s San Rafael '71). However, these were early efforts, launched without deep consumer knowledge and constrained by onerous branding regulations.  This track record should not breed complacency.  Consider what’s going in the UK beer industry. Madri, a fake Spanish lager is eating share leader Carlsberg’s business. Madri has been criticized for marketing itself as “the soul of Madrid” despite being brewed in Yorkshire by Molson Coors.  The boss of Estrella Galicia, which has brewed beer in the Spanish region of Galicia for more than 100 years accused Madri of a “lack of transparency” over its heritage. This spat is part of a larger row around other so-called world beers that are actually brewed in the UK for British drinkers.  The Italian lager Birra Moretti, for instance, is brewed by Heineken in Manchester, while San Miguel, which was founded in the Philippines but is based in Spain, is made by Carlsberg in Northampton. Brand cooption is widespread in consumer goods.  For example, Haagen Daz is not a craft European brand;  it was invented in the Bronx in 1960.  Fashion accessories Parfois (French for "sometimes") is actually a Portuguese company.    Importantly, copycat brands don’t have to be great or authentic but rather skillfully created and able to create strong product-market fit. Countering this threat requires proactive effort including: 1. Establishing/meeting regional appellation programs & quality standards; 2. Creating IP-driven differentiation and; 3. Sustained, effective investments in brand building not only to protect but also build on home field advantages.    Let’s talk.  I help firms address these threats and capitalize on growth opportunities. #cannabis #brands #cannabisindustry #MSOs #beer #alcohol #LPs #California #BC 

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Good morning California Cannabis Industry, Today, in the economic evolution of cannabinoids (both cannabis and help), there's one question remaining: WHO WON THE RACE TO THE BOTTOM?  I'd love to hear your thoughts.  

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As the cannabis industry matures, we are starting to get reliable data. This can help make decisions based on real sales figures and not predictions. 10 years ago, there was only one state with adult use sales (#colorado) and a handful of states with medical seals. Now there is 24 sates with adult use sales and an additional 15 states with medical seals. At the moment #california leads with total seals but #michigan leads with per capita seals. #florida leads in medical seals. #missouri with a relatively small population and only 17 months since they launched their adult-use market, is already in fifth place. Thank you Debra Borchardt from Green Market Report for the financial update. #cannabisindustry #cannabiscommunity #cannabisnews #cannabiseducation #cannabispolicy #cannbislaw https://lnkd.in/gc96gcCh

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War on drugs is a war on people. Thanks to Gov. Newsom's emergency regulation, parents needing safe access to cbd for their kids are now criminals. Again. This is a massive step backwards. I do not support regulations like this at all. There were several other options that could have created a safer hemp market. Do I think we need to figure out the farm act so that it protects consumers? Yes. Do I think these products need age gates? Yes. Do I think these products should be tested by a reputable lab? Yes. Prohibition does not work. Do better.

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Rescheduling: 7 Reasons To Worry On May 2, I wrote about why RIII was transformational for the cannabis industry as well as medical consumers.  However, cannabis developments rarely lead to clear binary outcomes. One can welcome and appreciate RIII and still have worries about its gaps, risks and implications, both for enterprises and the sector.  Let’s consider some of the potential watch outs:   1. The final implementation date is unclear RIII could be put to bed in as early as 30 days but it will probably take much longer given politics and bureaucratic practices.  Fact is, the implementation date is anyone’s guess right now.  This uncertainty will create planning, cash management and operational uncertainties. 2. Rescheduling's impact will differ for each MSO This is not surprising given that the influence of 280E (say, taxes paid as a % of sales) on each company varies.  In fact, some MSOs may end up with limited benefits after everything is said and done.  Be mindful of the hype and 'know thyself.' 3. The taxman hasn’t left the building    Governments don’t easily walk away from tax revenues especially when their fiscal house is in disarray and we are talking ‘vice’ products.  Count on the taxman coming back in some form to reclaim much or all the lost tax revenue. 4. States still matter Rescheduling won’t affect States authority over cannabis in key areas like access, fees and licensing.  Not surprisingly, we will continue to see different regulations by jurisdiction, which ultimately lead to higher costs, market imperfections and hassles. And RIII has little influence in the design and passing of game-changing Interstate Commerce legislation.   5. The Law of Unintended Consequences It is not clear what will come out of RIII's confirmation process and the FDA’s regulatory imprint. As they say in the software industry 'never confuse the install with the sale.' I don’t have confidence that the government will get it right in terms of striking the right balance between business, consumer and FDA needs. 6. What’s missing still matters a lot RIII is not full legalization nor does it include the financial reforms found in the SAFER Act.  The hope that RIII will lead to more US uplistings remains theoretical at this moment.  RIII will also do little to overcome stigma and inertia, particularly among institutional investors and asset servicers.  They want to see full legalization before jumping in. 7. Its still about running a great business Human nature being what it is, RIII will result in some companies taking their foot off the gas and banking the cash. Don't. Most of your competitors will be getting the same tax savings as you. Your priority remains doing better on strategy and operations. 🔔 Hit that follow bell to always get my unique, impactful content #rescheduling #MSOS #cannabisindustry #ScheduleIII #cannabis #280E #FDA #cannabis

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Struggling to Reduce Cannabis SG&A or Cost of Goods Sold? To achieve major cost reductions in a MSO and LP, you need to address visible and unseen operational complexity. This corporate flab is found in- --> SKU/Brand proliferation --> Overlapping roles & responsibilities --> Process confusion --> A jumbled Bill of Materials --> Poor operating model design I have led complexity reduction initiatives - analysis, cuts, implementation - that delivered 12x ROI plus improved organizational speed and flexibility Thats 12x initiative ROI plus indirect savings! Send me a DM to chat about how we can painlessly reduce your cost and enhance your competitiveness. #cannabis #cannabisindustry #complexityreduction #costreduction #operations

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Attention California dispensary owners! Have you ever wondered where the law is that prohibits the sale of hemp products outside the track and trace system? The truth is, it doesn't exist. This non-existent law is significantly impacting our operations and hindering commerce. Let's address this issue together to ensure a fair and transparent business environment. Check out the full discussion in the link below and share your insights.

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Recent research has unveiled insights into how post-harvest drying methods significantly impact the overall quality of cannabis flower. These studies dive into the details of how environmental stability can preserve the key elements that make cannabis exceptional—terpenes and trichomes. https://lnkd.in/grEV8R4Q

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🚨 **Attention California Cannabis Consumers and Industry Professionals!** 🚨 Contamination in cannabis products is a growing concern, with recent investigations revealing alarming levels of pesticides and mold. These contaminants pose serious health risks to consumers and threaten the credibility of the cannabis market. At **Terra Vita Holdings**, we are dedicated to ensuring the highest standards of production and compliance. Our comprehensive training, rigorous testing protocols, and sustainable pest management strategies ensure your products are safe, contaminant-free, and compliant with all regulations. Learn how we can help your business thrive and protect consumer health. Read our latest blog post for more details: #CannabisSafety #PesticideFree #ConsumerHealth #CannabisCompliance #TerraVitaHoldings #CannabisIndustry #CannabisNews #CannabisTesting

Disagree strongly with this take. The fundamental disconnect is thinking digital marketing's only value comes from direct conversions to sales. That sounds like saying the internet had no business value because you couldn't sell through it in 90’s… My theory is that branding has and will continue to evolve alongside tech. First, companies like Apple and Google provided ecosystems (Web1; App Store/iOS and Play Store/Android) which led to the creation of billions in value and onboarded millions of users. Then, we saw the rise of platforms (Web2; Facebook, Twitter, YouTube, Instagram, Snap) built on these ecosystems. The platforms onboarded billions of users, while adding trillions in dollars in value to the ecosystems (and in Meta's case, themselves reached over $1T). Those platforms generated value through creators, on the back of digital marketing. They unknowingly, yet fundamentally, rewired how consumer trust works. These creators aren't just building audiences, rather they're architecting trust networks at scale. Mr. Beast isn't just disrupting the candy industry, and Logan Paul isn't just challenging drinks. They're showing that authentic, community driven brands can succeed even in the toughest markets. These creators aren’t just swaying consumer spending or capturing viewers attention as a “time suck.” They are bringing in massive viewership numbers and have the ability to sway action. For example, Joe Rogan pulled in over 50m views with Trump podcast. Hell, Elon's appearance on Rogan shortly after was what drove me to vote, for the first time ever…. Podcasts have been a big talk this election, and it’s because we are seeing (or finally realizing) the power they hold. Digital/social isn't just media anymore. It's not a distraction, it's the new infrastructure of influence which operates at unprecedented scale. P.S. We're documenting our journey growing Higher State Brands right now. Follow along if you want to see how we're building a cannabis brand through radical transparency. YouTube channel launching soon!

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#Cannabis Media Council publishes 2024 advertising guidelines report | "The Cannabis Media Council just released its 2024 report titled “Full Spectrum: Guidelines for Responsible Cannabis Advertising” | Green Market Report

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Expectations expectations it’s all about expectations The longer section about expectations and backstage behavior Make no assumptions about prior understanding. Lay it out, stick to it, keep working towards priorities #camnabisindustry #expert 🌱🌱🌱strive to thrive🌱🌱🌱

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🚨 Insightful DEA Report: Illicit marijuana flowers average a THC potency of 16%. 🌿💨 This statistic underscores a significant advantage of purchasing from licensed dispensaries—quality and safety. Unlike the unregulated market, dispensaries offer products that are tested, compliant, and consistent in their THC content. This not only ensures a safer consumer experience but also supports the legal cannabis industry committed to high standards. Why risk the unknown? Choose quality, safety, and reliability every time with dispensary-bought cannabis. Let's advocate for more informed consumer choices and support regulations that emphasize these benefits. Stay informed and choose wisely. #CannabisIndustry #ConsumerSafety #DispensaryQuality #THCPotency #RegulatedCannabis

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Weed may be legal in California, but that doesn’t mean all cannabis products are safe to consume. A new #LATimes investigation, in partnership with the cannabis industry newsletter “Weed Week,” found alarming levels of pesticides in legal marijuana products sold across the state, including some of the most popular brands of vapes and pre-rolls lining the shelves of dispensaries. The state claims these products are safer than illegal cannabis. But investigative reporter Paige St. John joined us on #LATimesToday to explain how many people are inhaling & ingesting chemicals & pesticides tied to cancer, liver failure, thyroid disease and genetic and neurologic harm to users and unborn children, amongst other health concerns. Meanwhile, California regulators are  failing to protect consumers and get these contaminated cannabis products off the shelves. Watch my latest segment here. https://lnkd.in/grTQw8E2 #news #spectrumnews1 #producer #marijuana #consumersafety #california #dispensary #pesticides #chemicals

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What is ‘Real’ Quality in Cannabis?   “Doing the right things, right”  Stephen Covey    Quality is a much-discussed term in the cannabis industry.    It is almost always thought about in terms of product features and consumer benefit. This lens shortchanges the role of quality when you view the term holistically.      I think about ‘quality’ more broadly and deeply: it is the level of ‘excellence’ in products but also activities, processes, and outcomes.  In other words, everything a cannabis firm and the employee should do and aim for, both seen and unseen.    I call this Total Quality.    Following TQ practices is a proven ingredient in business success. Companies that embrace TQ (e.g., Apple, Toyota, P&G) enjoy superior business performance.    The key idea behind TQ is excellence.  This noun has its own virtue but the pursuit does result in tangible benefits such as improved decisions (via better analysis), lower costs (through less waste), faster cycle times (by making fewer errors), and higher quality products (through better processes, learning etc.)   Let’s consider how one publicly traded LP, Rubicon Organics™ uses TQ as a business enabler.   To the CEO, Margaret Brodie CPA, CA ICD.D, TQ is Stephen Covey’s words in action. Brodie sees TQ as a mindset and norms that go way beyond management platitudes, SOPs and premium flower (yes, their product is terrific).  At Rubicon…   > There is a passion for detail and upholding high standards in all activities i.e. “striving to get the last 2%” and not cutting corners when it matters. The leadership regularly benchmarks the firm against the best companies in the world. > Monthly management meetings have visibility into every customer complaint. This brings customer-centricity to the fore and reinforces some key tenets of TQ like openness, accountability, and continuous improvement. > The Operations team take a whole plant approach.  This enables the firm to regularly hit ever more ambitious product and production goals not to mention reducing inventory levels & loss rates    According to Brodie, “Quality is the core of everything we do. When a terracotta Simply Bare Organic jar moves through operations, I ask each team member to remember that consumers have entrusted our brands with their hard-earned money. We want their experience to be wonderful and to consistently deliver on the brand promise…and that comes down to quality, everywhere and every time.”   Not surprisingly, Rubicon has been one of the best performing Canadian LPs in terms of financial performance and market share.   In my experience, TQ practices also include habits like double checking financial analysis, proofreading emails for clarity, and turning off lights when you leave a room.   Let’s chat about how we can bring TQ into your company and amp up operational performance. 🔔 Hit that follow bell to always get my unique, impactful content #cannabis #cannabisindustry #Rubiconorganics #quality

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7) Dirty Byproducts or Clean Noids. He danced around the Frankenoid issue like Fred Astaire, which is the main problem most of us have with it, the products of the dirty process like cannabinol-O-acetate, cyclohexyl-cannabidiol, d7-tetrahydrocannabinol, d8-iso-tetrahydrocannabinol, d10-tetrahydrocannabinol, d11-tetrahydrocannabinol, d3-tetrahydrocannabinol, d4(8)-iso-tetrahydrocannabinol, d6a10a-tetrahydrocannabinol, exohydrocannabinol, hexahydrocannabinol acetate, hexahydrocannabinol, hexahydrocannabiphorol, hydrated cannabidiol, pentahydrocannabinol, tetrahydrocannabidiol, tetrahydrocannabiphorol, tetrahydrocannabinol-O-acetate, and/or trans-d8-iso-tetrahydrocannabinol. And with acres down 95% since 2019 and most using foreign CBD, how is it that U.S. farmers benefit? While “hemp” delta-x vape pens sold in gas stations might just be the thing that gets marijuana legal, it is creating an existential crisis for the real hemp (grain/fiber) side. Not even in our darkest, most prohibitionistic paraquat years like the Reagan ‘80s did people want isomerized (synthesized) THC. We knew it could be done, but why? Weed is grown in almost every county in the nation, just find a better plug. It's as much hemp as a synthetic digoxin pill is a foxglove plant, but "it is difficult to get a man to understand something when his salary depends upon his not understanding it." Read more: https://lnkd.in/g5ZuCrkV #hemp

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