Alex Fredericks, A&E Cannabis Consulting:

US: “It is necessary for growers to cut through the noise”

With the cannabis industry growing rapidly, it is challenging for companies to survive in the competitive market. “For growers at scale, there are the added challenges of operating costs and getting a frequent and consistent product to market,” explains Alex Fredericks, Managing Partner at A&E Cannabis Consulting. “Unfortunately, there is not a one size fits all solution that all growers can conform to in order to achieve success. That is why an experienced consulting company can be of great help, as we support companies with a personal strategy to succeed in the challenging market.”

Cultivation at Leaning Barn Farms in Vermont, a newly licensed grower A&E Cannabis Consulting has been working with

How to cut through the noise
“I foresee the cannabis industry becoming an even more saturated US industry in the future. As a result, it will become a more crowded space than it already is now,” says Fredericks. That is why it is important for current companies to define their reason for long-term existence and create a strategy according to that, he explains. “Moreover, the growers who are real specialists, by being effective at being consistent and memorable, will be sure to retain high demand. If you are sought after by customers for being one of the best out there, you will gain popularity, and that is a much-needed advantage in the competitive market.”

Randy Russel of Leaning Barn Farms

But there are several challenges in the way of a grower’s success. “In our experience with growers, scale and operating costs are some of the main issues. Moreover, for new cultivators, it can be a challenge to figure out how to get to market with a frequent and consistent product.” So what can companies do to prepare for success? “The first step is to look at your business and figure out your ‘why’ and ‘for who.’ According to that, you build your business plan. Then, it is important to define and highlight your best attributes and your niche in order to stand out amongst the competition. There is no right answer before there is a prevailing understanding of the company’s strengths, deficiencies, points of difference, market opportunities, and growth/sales targets. At A&E Cannabis Consulting, we use these strategies to help our clients resonate with the market and amplify their success.”

“For years, I ran a marketing and advertising agency in NYC and have had the pleasure of working with a great array of people, product and service providers. What I know to be true about the ones who cut through the noise and outlasted their competition is that they had a defined DNA and a strong understanding of why they existed and for whom they could pivot while a campaign was rolling out. Moreover, they could adjust the strategy if need be to stay on point and keep things moving without the audience being disrupted. They all found ways to communicate, listen to and improve from their customers,” adds Fredericks.

For more information:
A&E Cannabis Consulting

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