Get Into the Cannabiz
The hemp industry was made legal federally back in 2018 with the signing of the Farm Bill and was given the green light in Texas by House Bill 1325 in 2019. There’s no doubt that Texas entering the Cannabiz industry is a game changer for both consumers and producers, but it was a huge opportunity for makers, herbalist, and businesses wanting to get into the growing trend.
We started our family owned and operated company in 2020 and one of our main missions starting out was to learn as much as we could, fail as much as possible, and continue to grow our business so we could help other businesses wanting to get into the industry. Between growing hemp, operating a lab, and making all of the neccessary industry connections this industry can be a bit overwhelming from the ground floor. If you’re interested in getting into this booming industry I suggest you read further and take some of the many lessons we’ve learned along the way.
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Whether you’re selling a service or product in the industry the first thing you want to do is be clear about who you are selling to. Being able to identify your target audience early on will save you time, money, and a lot of energy. The next step is understanding your target audience and what their needs are. Doing this one step will help you get a solid foundation for what you’re offering, your messaging, your marketing methods, and your budget. Avoid any mixed messaging and be very clear on who your audience and desired end consumer is.
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One of the best parts about entering an industry on the rise in Texas is getting to meet people and develop authentic connections as we all establish and grow our businesses. Yes, it is a competitive industry but we’ve found that almost everyone entering this industry is more than willing to both listen and learn from one another. This industry is about more than business, it really is about community building as well, so jump in and don’t be afraid to meet people within the industry and ask questions.
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For growers, testing is mandatory at the end of your grow season and highly advised throughout the growing process. For product manufacturers and processors, testing is necessary in most cases to ensure that your product is state compliant, safe for use, and of high quality. Getting to know your local labs is important as they will be the ones that approve your harvest or products. Learn about them, their services/offerings, and their policies. Get well acquainted with them and of course there’s always something to be learned from every touchpoint of the industry to help improve your business.
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As I’ve already mentioned, this industry really is about building relationships, community, and learning. Attending events and conferences are more than just getting a booth and gaining exposure. It’s about learning as much as you can about the industry and the people that are a part of this community. There’s always something new to learn at these events and it’s also a great way to sample other people’s products. Which leads me to the next important action when entering this industry.
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Trying other businesses products and services before developing your own is a part of your research phase. When looking into other products and services you not only want to learn what sells well or what unique products are available, but you also want to develop a competitive analysis. Learn about what everyone else is offering and then find what ways you can stand out with something different.
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More and more people are entering the industry every day and being able to stand out is becoming more of a challenge. When you go to a dispensary sometimes it can be overwhelming unless you’re already familiar with a brand, the packaging stands out, or the salesperson makes a recommendation. It’s about more than just your product offering or packaging. You want to find that pizazz that makes consumers connect with your brand and keeps them coming back for more!
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Last but certainly not least, don’t reinvent the wheel! Other states have already gone down this path and have the knowledge and experience to share. Of course everyone’s local markets are different, but there are some core lessons to be learned from states that have been doing this a while. Just as important as it is to meet people within the Texas hemp industry, it’s just as important to make those connections in other states.
Co-Writer: Aaron Hawley
