By Max Benitah, Co-Founder, Papa’s Herb
In a nuanced industry, those who innovate will help define the next era. Scaling a business to seven figures in monthly revenue requires strategic planning, operational excellence, and effective marketing in a field known for its promotional hurdles.
Build Something You Can Stand Behind
Simply put, you can’t sell what you don’t believe in. This isn’t just about creating something that sells—it’s about embodying principles of quality, compliance, and innovation. My cousin and I, co-founders of Papa’s Herb, invested in compliance as a core aspect of our operations. We ensure our products adhere to local, state, and federal laws, which are continually evolving. Quality control is non-negotiable, demanding meticulous monitoring throughout production. The cannabis market's heavy regulation requires strict adherence to requirements. Innovation is also key; continuously introducing new products helps maintain relevance and build trust.
Have a Family with a Common Goal
Every successful cannabis company highlights a strong team as central to their success. Building that team involves more than hiring talent; it’s about fostering a culture aligned with your mission and values. A strong culture creates a stable foundation. At Papa’s Herb, we cultivate a positive, inclusive environment where team members feel valued and empowered. We trust our team’s expertise and provide autonomy to thrive, focusing on support and professional development. A motivated team translates directly into quality products and exceptional customer experience.
Hit the Road
Growth doesn’t happen in isolation. In the cannabis industry, building relationships is essential. Networking, engaging customers, and forming strategic partnerships are vital. Early on, we were always on the road—attending events, visiting retail locations, and meeting people in person. Personal interactions proved invaluable, helping us gather tangible feedback that drives product development and supply chain decisions. Collaborating with like-minded companies has expanded our reach across North America.
The Key to Marketing
Building a strong brand in a restricted marketing environment requires creativity. It’s about being noticeable without being obnoxious. Develop a strong brand identity that resonates with your target audience, leveraging social media, SEO, and influencer partnerships. We became a leading vape brand in Alberta and gained visibility by partnering with their two largest summer festivals. Visibility in retail with a memorable logo and colorful products also helps.
Your Customers Keep You Alive
Prioritize customer satisfaction with open channels for support and feedback. Implement a feedback loop system to gather and analyze customer input for improvement. While data tools are useful, the best insights often come from real-world interactions. Despite the industry’s professional focus, remember its grassroots origins and the social justice advocates who shaped it. Paying homage to these pioneers is always in style.
Max Benitah is the Co-Founder and COO of Papa’s Herb, a global cannabis brand known for high-quality, affordable products. His leadership has driven the company's growth and established its reputation in the cannabis industry.
For further insights and updates from Papa’s Herb, visit their official site and follow them on Instagram. For more articles on cannabis industry success, explore Honeysuckle Mag.
