As an entrepreneur in the emerging green industries (this includes the terms marijuana, hemp, cannabis and CBD), I have had to learn how to gain a competitive edge, utilize resources, filter through the noise and spend my time effectively in the industry. A huge catalyst to attaining my most valuable resources and information within the industry, is cannabis events. (Cannabis will be used to umbrella marijuana, hemp and CBD) Exclusive information, valuable partnerships and endless opportunities are awaiting at these cannabis events. But not everyone is equipped to get the most out of them. In this article I am going to go over a few points worth considering before you attend your next cannabis event.
Do your research on the event
However you hear about your next cannabis event, spend the time to do research on the speakers, the organization and the theme when you are registering for tickets. Because some of these expos/conferences/events can be really big with a lot to offer. It can be easy to get lost in the offerings and conversations. Depending on the magnitude of the event, sometimes you will be able to engage with the speakers and ask them questions after they are done speaking. This is a huge opportunity if you are looking to collaborate with or learn from certain industry pros that are there speaking. Understanding the organization that is putting on the event, will be a big tell of who is going to be in attendance. Some business minded people go to promote their product and educate people and some people attend these events to scout other talent, build partnerships, locate resources and find leads so make sure the likely attendance aligns with your intention of going. Also, the theme of the event plays a role with what kind of information will be shared, how much information is shared and how deep the information goes. Know the theme so you can gain relevant, not repetitive, information.
Talking with people is the point.
These events, no matter the size, are meant to connect people and induce conversations. Most of the people around you at these events are looking to learn and soak in as much as they can, just like you. You will know something they don’t and vice versa, so there is always something we can learn by talking and listening. Also, getting different perspectives on the landscape of the industry is so helpful when you are trying to mitigate risk in your business endeavors. Don’t be afraid to ask questions, most people are forthcoming with information in this industry since a big portion of the battle in cannabis business is education. The more people you can meet at these events, no matter what your level of participation is in the industry, the more potential facilitators for your future opportunities. Some of the most meaningful and important conversations I’ve had have come at the after parties, extra access gatherings, and networking pieces. Even though most events charge more for these things, it can be worth investing in. The bottom line is to have the conversations when the opportunity presents itself so they can help you filter through the BS, assess focus points and level up your game.
Test your idea.
These days, there is this notion that it’s critical to hold your business idea close to your chest and not talk about it until you launch it. It’s like we are encouraged to stay hush hush about it, when I believe in almost the opposite. I want to be out testing the idea on the market. This means testing to get other business perspectives and consumer perspectives on the product or service idea. This can be huge in saving you time, effort and resources going forward. Are people resonating with it or does it take you too long to capture someone’s attention and wow them? Feedback in this sense can be so useful when you are looking to refine and improve your offering. You never know, you could close a few deals at these events even before your launch and have people help make it a great success.
Although the industry is fragmented at a federal and State level, a lot of entrepreneurs and business owners in the industry are playing on the same playing field. Most of us are exposed to the same information, same pitches, same breaking news, same industry leaders and same industry problems. We’re all similarly influenced so of course, a lot of us are going to be thinking a similar way when it comes to ideas on how to solve problems or how to improve/replace industry systems and ideas for new, innovative products.
As entrepreneurs, we understand time is money, and that we have to utilize what time we have efficiently. With the nature of this industry already being as humungous as it is, it doesn’t make it any smaller when there is a ton of people entering the market every day with new products, widgets and services promising to solve current and future industry problems. Building up your value and status will be about who you know and who knows you. Events are a great place to meet these people. Filtering through the noise can be difficult, even outside of the industry. An intentional game plan helps you narrow down the rabbit holes you go down. Going to events intentionally with an agenda in mind is always helpful, and sticking to it pays off.
