200
Cannabis Marketing
That Actually Sells
You can’t sell something that’s nothing. Meaning: At this point in time, in late-2017, you need a USP (Unique Selling Proposition) that shows how you’re different, and why people will want whatever it is you’re selling. (How will you market your product? What about projected revenue?)
You’ll need an Executive Summary previewing your BP; pitch-deck; a written story (1,500 – 2,500 words); and perhaps assorted paraphernalia. (i.e. Initial message to qualified investors?)
• Whatever you want to do — medical/pharma-related, new kind of distribution, online hub, lighting equipment, some kind of real estate and leasing angle (yes, there are now cannabis condos for growing!), edibles/drinks, industrial hemp, etc. — an entire new universe is opening up. But whatever it is, you’ll have to SELL it.
• Early-stage investors have a really short attention-span because they see so many dumb deals. That first minute when they see your pitch-deck or ES/BP is really, really important. You’ll have to catch some quick interest, or forget it. You’ll have lost them.
• Your presentation needs a logical flow, that’s easy to follow and understand. (1, 2, 3, 4, 5, 6 — not 2, 4, 3, 1, 6, 5.) Too many presentations jump around.
• You’ll need some kind of Advisory Board window-dressing.
• Your material should be informative and interesting. The more they keep reading, the more they’re being sold — so keep ‘em reading.
• Why have a 1,500 – 2,500-word well-written story (see above) when no one reads anymore? Because that’s BS! Most investors are over 50, and they’re reading as much as ever. Besides, someone who might put $50K into a startup will want to know more than what’s in the pitch-deck, before he ever talks to anyone.