- Posted by MMX
- On June 4, 2018
- 0 Comments
The cannabis industry is an exciting industry to be a part of, drawing entrepreneurs from all walks of life. When it comes to emerging leaders in the industry, it’s becoming clear that women in cannabis are at the front of the pack. For many women, business opportunities may sometimes seem few and far between, especially in the many male-dominated industries out there.
However, women, leadership, cannabis, and success are an undeniable formula for inspiring the leagues of potential female entrepreneurs. For many women in the cannabis industry, it’s become less about shattering the glass ceiling and more about rising above it, all while lifting and supporting their fellow businesswomen.
Here are just a few of the reasons that women in the cannabis industry are on the rise:
1. Cannabis is a widely-appealing product
No matter what gender you are, marketing and selling a product that appeals to a large audience is going to be more fruitful than trying to push something that nobody’s interested in. Many women have recognized cannabis’ potential for mass appeal and are using it to their advantage. Cannabis isn’t a product limited by gender, so a wide customer base is within reach.
Whitney Hobbs is a people person, formerly worked in a Montana brewhouse as a server. Connecting with people is one of her strengths, and when she recognized that the potential of CBD, a cannabis compound, was widely unknown, she wanted to reach out and help people understand how it could change their lives. She’s the co-founder of Highly Distributed, an Oregon-based cannabis distribution company. Hobbs’ company serves as the connection point between the cannabis growers and the retail businesses that sell cannabis products, and she says other female leaders in the industry have largely fueled her work and success.
2. The cannabis industry is still fairly new
Unfortunately, there are many businesses in which female entrepreneurs have to fight tooth and nail to make their voices heard in a male-dominated arena. Because the cannabis industry is a recent arrival on the business scene, doors remain wide open, perfect for women who are ready to make their mark.
Sara Batterby is very familiar with paving the way for women in business, even before she began working in the cannabis industry. Before working for HiFi Farms, a cannabis cultivation company, Batterby co-founded a Silicon Valley venture fund to educate investors about the power of investing in projects headed by women. Taking a page out of her book, she saw the opportunity to create something amazing in the cannabis industry, leading by example as CEO of a large cannabis company. Batterby is also a founding leader of the Oregon chapter of Women Grow, which works to support cannabis entrepreneurs.
3. The possibilities of the cannabis industry appeal to many women’s creative sides
Getting into the cannabis industry isn’t limited to opening a dispensary, though that’s one of the most common paths. Many leading women in cannabis have seized the opportunity to design unique business models, like hosting edibles parties or catering edibles-only events.
Take, for instance, Lizette Coppinger, owner of Joint Scullery. Joint Scullery is a unique catering company, focused solely on providing cannabis-based edibles for a variety of events. Her company is based in Oregon, where all cannabis use is legalized, so Coppinger can craft and supply unique cannabis edibles for any event, including weddings, birthday parties and bachelorette celebrations. Joint Scullery also offers cannabis cooking classes, vacation packages, and a whole host of other creative cannabis-based services. By thinking outside the box and using cannabis as a pillar of her business model, Coppinger has filled a market need that many didn’t even realize existed.
4. Many women excel thanks to a variety of personal skills and strengths
You may be surprised to hear that many female entrepreneurs in the cannabis industry are mothers – but you shouldn’t be. Many mothers possess skills like multi-tasking and time management that help them be very successful in business.
If there’s ever been a prime example of the power of these skills, it’s embodied in Oregon cannabis activist Leah Maurer. At home, she’s a mother of three, and she has taken the skills she’s learned as a busy mom and used them to juggle a variety of leading roles in the cannabis industry. She hosts community gatherings to help people learn about how to talk to their children about cannabis and safety, working to take the “scary” element out of the topic and make it an easy conversation. Maurer also co-chairs Portland’s chapter of Women Grow, and also often serves as a public relations representative for the Oregon cannabis industry. It’s a lot of hats to wear, but she wears them all well.
With the prevalence of women in the cannabis industry, you should be thinking about how to make your business more appealing to female consumer and investor alike. Cannabis digital marketing is a very specific task to tackle, and connecting with women in marketing should involve a targeted, smartly-designed approach.
At Marijuana Marketing Experts, we would be more than happy to help you navigate the waters of marketing your cannabis business. Our services will support you in reaching both women and men that can help your business bloom. Contact our team to learn more about how you can design your plan for effective digital cannabis marketing.