In between cultivation and consumption, ancillary business services are crucial for the cannabis industry’s operation and growth. They span from accounting to marketing to consulting, driving its rapid expansion and fostering economic empowerment. With the industry’s legal sales skyrocketing from $13 billion in 2020 to an expected $30 billion by 2025, professionals across various sectors contribute significantly without directly handling the plant.
Accounting for Cannabis Complexities
In the dynamic world of cannabis, specialized accountants navigate through the maze of state laws, banking challenges, and federal regulations. They provide strategic guidance to ensure businesses not only survive but thrive in this promising yet complex market.
“I’m from Texas, where the idea of a legal cannabis business is just so far-fetched right now. So it made sense to me that there was a legal cannabis industry in some places, but I never thought of the fact that the industry would need regular jobs! When an ad for a cannabis accounting training program came across my phone screen, my mind was blown! I was already running a bookkeeping business and I was like, “that’s what I want to do!” I learned about the nuances of cannabis accounting and what the productive conversations around the subject should include. And I started having those conversations and built my firm.” – Kenya Alexander-Davis of Green to Green Solutions
Image Credit: Kenya’s Instagram
Kenya’s role isn’t balancing sheets or crunching numbers; it’s about crafting a financial pathway from the intricacies, from managing cash flow where banking options are limited, to strategizing around the tax implications of federal laws like Section 280E.
“The cannabis industry is a place that allows me to show up as my authentic self. And we are participating in something that will change the future for so many people, and more specifically so many Black people! I just want us to be represented at every level of the conversation. So I’m happy to be part of the conversations around accounting, raising funds, tax regulations, etc.” – Kenya Alexander-Davis
Accountants offer essential insights on cost management, investment strategies, and revenue optimization. This guidance helps the cannabis industry grow financially, allowing businesses to concentrate on innovation and expansion without being hindered by financials.
Media and Marketing
Media and marketing are keystones in changing cannabis perceptions and fostering brand growth. Effective strategies focus on dispelling myths, enhancing brand visibility, and connecting products with the right consumers. Through targeted social media, SEO, and content marketing, brands differentiate themselves, emphasizing wellness, sustainability, and community.
“At Tree One Eight, we believe in the transformative power of cannabis to undo the socioeconomic damage of the “war on drugs” and cultivate a more inclusive industry. By creating a platform where the cannabis community can unite, share, and grow together, we’re laying the groundwork for a future where cannabis is celebrated for its diverse benefits and potential.” – Bravo, Founder
Image Credit: Bravo’s Instagram
As cannabis products become more mainstream, companies need to differentiate themselves with messaging and positioning around wellness, sustainability, social justice, and community that can resonate with today’s conscious consumers.
“We harness media and marketing to unite the cannabis community—consumers, cultivators, enthusiasts, and connoisseurs. Our mission, rooted in an understanding of cannabis’s potential, aims to create opportunities and rectify past injustices. By focusing on promoting cannabis products and services, we strive to elevate the entire community.” – Bravo, Founder
With ever-changing regulations, reaching the right audiences across mediums and channels helps drive online discovery and sales. Marketing like SEO, email campaigns and social media advertising is key for cannabis brands looking to connect with consumers in a crowded marketplace.
Creatively Capturing Cannabis Visuals
The power of photography and videography in the cannabis industry lies in their ability to tell compelling stories. Creative professionals like Smoking Jellie use their lenses to showcase the beauty of cannabis and its cultural significance, enhancing brand connection and showcasing the diversity of consumption through their art.
“I see some really cool places and things…Documenting this experience is about showcasing the diversity of cannabis consumption and the global shift towards acceptance.” – Smoking Jellie, a Documentary Filmmaker and Cannabis Education Pioneer
Image Credit: Smokin Jellie
Smoking Jellie’s work as a documentary filmmaker and cannabis education pioneer captures the evolving landscape of cannabis, highlighting the cultural, medicinal, and social shifts occurring worldwide. Videographers record content ranging from educational pieces about cannabis strains and their effects to promotional videos showcasing cultivation methods or behind-the-scenes looks at dispensaries or farms.
“Seeing the landrace fields in Africa and how consumption has changed worldwide, all the available options, really makes me want to document this experience. I think we’re at the forefront.” – Smokin Jellie.
Videographers like Smoking Jellie bring the visual aspect of cannabis to life, telling stories through her lenses that capture the plant’s beauty and the culture surrounding it. Her creative work helps brands connect with their audiences, providing a visual narrative that enhances the overall appeal of cannabis products and services. She focuses on the creative direction that appeals to consumers’ lifestyles.
Innovating Cannabis Accessories
Innovation in cannabis accessories is reshaping consumer interaction with the product. Entrepreneurs, driven by design and functionality, create accessories that enhance usability and appeal to modern aesthetics. Products like sophisticated rolling papers reflect the industry’s growth towards more refined consumer preferences.
“I got started by filing a DIY patent while I was still in college, and once it got approved three years later, the hardest part came along: finding and convincing a manufacturer to help me innovate the rolling paper design. After going through about 25-30 suppliers, we found one that would work with our innovative ideas and launched the product 1 year later. It’s been a long road but we have successfully positioned ourselves for exponential growth by aligning ourselves within this growing industry by innovating a product that upholds the cannabis industry but does not require everything else that comes with it.” – Justin, PearL Rolling Papers
Image Credit: Justin Buck’s Instagram
As the legal landscape evolves and consumer preferences shift towards sophistication and sustainability, companies like PearL are redefining the user’s experience. Accessories exemplify how form and function can coexist beautifully. Justin’s journey emphasizes the potential for innovation within ancillary services, showcasing how creativity and persistence can significantly contribute to the cannabis industry.
Image Credit: Justin Buck’s Instagram
Spreading Knowledge Through Writing
Writers and journalists, including Veronica Castillo, play a vital role in educating the public about cannabis. Through their articles and stories, they explore the industry’s nuances, highlight the challenges and successes of Black-owned businesses, and advocate for change and inclusion.
“When cannabis healed me from chronic migraines, I knew my writing would be dedicated to telling the truth…I made it my focus to cover black-owned businesses in cannabis.” – Veronica Castillo, The Traveling Cannabis Writer.
Image Credit: Veronica Castillo
Cannabis writers create informative, engaging content across various formats, including articles, blogs, product descriptions, and educational pieces. They specialize in areas like medical writing, focusing on cannabis’s health benefits, research, and patient experiences, or content writing, exploring cannabis culture, history, and lifestyle. Additionally, they write reviews on products, strains, and accessories. And/or they focus on journalism, covering industry news, company profiles, and regulatory developments.
“I always knew I wanted to be a writer that lives out of a suitcase, but my why didn’t surface until Cannabis…During that journey, I found a void; there wasn’t a writer that was dedicated to covering black-owned businesses in cannabis.” – Veronica Castillo, The Traveling Cannabis Writer.
Image Credit: Veronica Castillo
Veronica’s contributions as a traveling cannabis writer underscore the importance of representation and the power of storytelling in breaking down stereotypes and advocating for equity in the cannabis industry. The Traveling Cannabis Writer is published in 14 magazines and counting.
Exploring the Science Spectrum of Cannabis
The exploration of cannabis science is revealing the plant’s vast capabilities, from therapeutic benefits to its socioeconomic impact. Research into cannabinoids and their interactions exemplifies the potential for innovative medical treatments and a deeper understanding of cannabis’s role in health and society.
“After talking with Dr. Abrams and doing my research on the industry, I definitely saw the need to “Add the Science” as a way to help both the industry and the general public use the plant in a healthy way.” – Keith Bolden, CESC (Clinical Endocannabinoid System Consortium)
Image Credit: Keith Bolden’s LinkedIn
At the heart of cannabis science is the study of cannabinoids, the chemical compounds responsible for the plant’s effects on the human body. Research into minor cannabinoids like CBG, CBN, and THCV is shedding light on their roles in pain management, sleep regulation, appetite control, and even neuroprotection. The significant implications of medical cannabis drive an understanding of the synergistic relationship for cannabis-based treatments.
“The science is a critical component to help the industry grow and better understand consumer products. Gone will be the days of the budtenders not knowing what exactly to sell to you for your condition.” – Keith Bolden, CESC (Clinical Endocannabinoid System Consortium)
Studies are critical for developing guidelines around safe consumption and integrating cannabis into mental health strategies. As we continue to explore the scientific spectrum of cannabis, the future holds the promise of novel medical treatments, sustainable agricultural practices, and deeper insights into this complex plant. With each scientific discovery, we move closer to unlocking the full potential of cannabis, transforming it from a misunderstood plant into a valuable resource for health, society, and the environment.
Visual Storyteller
In the competitive cannabis market, graphic design is vital for branding, marketing, and communication. Designers create visually appealing logos, packaging, and digital content that resonate with consumers, navigating regulatory challenges to build trust and establish a cohesive brand identity. They bring a unique blend of creativity and strategic communication to the table, essential for navigating the intricacies of the cannabis market.
Meet Cannabis Industry Visual Storyteller, Alaina M. Dorsey of LAINAVERSEworks!
“I’m an Explainer Video Animator and Brand Marketer who’s been smoking and doing business since August 2018. My style of animating is valuable to the Cannabis Industry in a variety of ways. Namely, education and branding are crucial to any profitable cannabis business that wants to last. My Animated Explainer Videos help brands embody the exceptional experience of the products their customers desire.”
Image Credit: Alaina Dorsey’s LinkedIn
In the cannabis industry, graphic design is about communication, education, and navigating a complex regulatory environment. Good design helps build trust and credibility with consumers, differentiates products in a competitive market, and effectively communicates the brand’s message. It helps cannabis businesses distinguish themselves, build trust with their audience, and nourish a loyal customer base.
Key Takeaways of Inclusive Support in Cannabis
Ancillary services are key to the cannabis industry’s evolution, promoting inclusivity and equity by supporting Black-owned businesses and advocating for fairness. Embracing diversity in talent and innovation, the industry advances towards a future where all can prosper. These services, including legal support, marketing, and consulting to technology and equipment suppliers, are pivotal in driving the cannabis industry’s growth and evolution. By offering specialized support, they enable cannabis businesses to navigate the complex regulatory landscape, innovate, and scale effectively.
