The issue of “super-concentrates” is one of the hottest current topics in the cannabis industry. Within this larger topic are many sub-topics: production methods, equipment, product sourcing, product variations, safety, and others. Money and commerce are a sub-topic. Several different successful business models have already been discovered by cannabis entrepreneurs.
The lens of “Quality vs Quantity” is helpful in better understanding these dynamics.
Wholesale Model for Super-Concentrates
One model is the bulk producer wholesale model. These involve large pieces of sophisticated equipment, often costing over $100,000. This is probably one of the safest models (which may seem counter-intuitive). Bulk production is not occurring in residential areas.
High quality solvents are often used and the sophisticated setups (which often recirculate the solvents) are built with safety in mind. Trim is often the cannabis input for bulk production, due to both economic and supply constraints.
Artisanal Model for Super-Concentrates
Another successful model of super-concentrate production is the model of the small, artisanal craftsperson. This entrepreneur is usually working from high quality cannabis inputs, such as small batch produced organic buds. Sometimes these small batches of cannabis are grown expressly for “super-concentrate” production, and thus are deliberately from rare connoisseur strains.
The artisanal craftsperson has enough knowledge and experience to produce super-concentrates in a safe fashion. Small batches of the super-concentrate are produced, under exacting pressure, temperature, and time specifications.
The exact specifications are often closely guarded secrets, because small changes bring about significant differences in final product.
Marketing Strategies Vary Based on Cannabis Business Model
Artisanal producers and consumers place premiums on factors such as color, transparency, texture, taste, consistency and scent. Some of the best artisanal craftspersons have begun to actively market themselves on social media.
By branding themselves as craftspersons, their products are able to command high market values. Each competition the craftsperson wins increases their brand value.
These cutting edge cannabis entrepreneurs are using technology to advance market segmentation and stay ahead of the curve. A few of the marketing and branding tactics they use include:
- Limited production runs and blends.
- An entire special blend being sold only at a certain dispensary.
- Live tweets when a new batch is produced, or when a dispensary has product available.
- Every batch laboratory tested for cleanliness with testing results sent out on Instagram.
- Events the artist will be available to meet fans announced in advance on Facebook.
Understand the Industry, Understand the People
The cannabis industry is complicated – it has many parts and can be analyzed from many perspectives. Each of these perspectives yields important and unique insights that help one better understand both the parts and the whole. By better understanding the industry, one is able to better understand the people that work in the industry.
As this understanding improves, one perceives that something more than just work and business occurs. The world of cannabis is a home, and it is in that shared home that the people live, labor, and love.