Between October 2017 and May 2018, 180 employees in the cannabis industry completed an Employee Engagement & Satisfaction survey, created by Needle Consultants, LLC. The survey was promoted and sponsored by the National Cannabis Industry Association. The intent of the survey was to obtain national baseline data regarding cannabis companies’ engagement of their employees and, potentially related, workers’ overall satisfaction with their employers. The narrowly designed survey collected data on employee satisfaction, employee desires around benefits (traditional and nontraditional), and employee opportunities to engage in communities, as well as gathering general, anonymous demographic data. What follows is a summary of the data and some conclusions.
Needle Consultants, LLC is a Denver-based Corporate Social Responsibility consulting firm. Marc Ross, Needle’s Chief Instigator, is a 25-year attorney, with experience in the public, private, and nonprofit sectors. Mr. Ross helps to build purpose-driven businesses, specializing in community and employee engagement, strategic philanthropy, and sustainability. He is the former founder and Executive Director of Rock the Earth, a national environmental advocacy organization that works with the music industry, as well as former in-house environmental counsel to Alcoa Inc. He holds certificates in Corporate Social Responsibility from the University of Colorado, Leeds School of Business and Sustainability Leadership and Implementation from the University of Denver, Daniels College of Business, a Juris Doctorate from the Penn State Dickinson School of Law, and a Bachelors degree from the Pennsylvania State University.
Guest Post: 4 Easy Ways To Make Social Media Work For Your Cannabusiness
Hopefully by now you know the importance of building your brand’s presence on social media. However, there may be days when you ask yourself, “WTF am I doing?”
Oftentimes social can seem overwhelming and confusing. For example, you may log onto Pinterest to try to figure it out and three hours later all you’ve found is an amazing recipe for brownies (marijuana optional).
Most cannabis business owners have got the “weed porn” portion of social down – meaning they know how to post pictures of weed on Instagram and Facebook but don’t worry about much else.
Well, I’m here to tell you that there is a lot more to social than weed porn.
And… weed porn is one of the big red flags for Facebook and Instagram and is a great way to get your account shut down.
If you are ignoring a larger content marketing strategy and only posting content that is full of hype and sales, you are not only likely to get your account shut down, but you are also very likely to turn off your prospective customers.
Thanks in part to an over-saturation of weed porn and of course constantly changing algorithms (Facebook, Instagram… who’s next?), there is a need for a robust strategy that can evolve.
Like most marketing strategies, this can seem like a ton of work and may not have your full attention.
So on that note, here are four easy ways to maximize your social presence and make social media marketing work for you (beyond weed porn and pot brownies).
Choose your platform(s).
You don’t need to be an expert at every channel. Pick the two or three channels where you know your audience hangs out and master them.
Facebook, Instagram, and Twitter are the big three that you should know how to use strategically. There are other cannabis social channels such as MassRoots but they don’t have the impact and reach that the big three have, at least not yet.
Make sure your imagery matches your brand’s promise and is consistent.
From your logo to your profile name and picture, everything across your social channels should be instantly recognizable and represent your brand’s promise. Make sure you are following your branding guidelines and using the correct fonts and colors to design your pages and establish your brand.
Create engagement with valuable and shareable content.
It’s easy to fall into the trap of posting things that you and your employees like without really knowing if your audience feels the same way. Make sure you are creating content that your audience is excited about and eager to share. One of the easiest ways to determine what content your audience likes is by tracking the likes, comments, and shares on your posts and by watching what other successful brands within your niche are doing.
Engage with your followers by taking part in the discussion.
One of the quickest ways to create your tribe is to socialize your content. The easiest way to do this is to reach out to industry influencers and mention their names in your posts. Once you do that you can start to create a relationship with the key players in the industry and inspire them to connect with you and share your content.
Again, the content needs to be fresh, relevant and exciting.
Weed porn alone won’t cut it.
As a successful entrepreneur, longtime marijuana advocate and medical grower, Alexa Divett understands the unique needs of the cannabis industry. Alexa is the founder of Alexa Divett LLC, a business coaching and consulting company helping cannabis business owners achieve success through the implementation of sound business practices and time-tested marketing techniques.
Alexa’s achievements include co-founding Maya Media Collective, a Portland, Oregon-based creative firm that specializes in the cannabis industry, and writing the “Marijuana Millions” Ebook series, which The Weedblog called the best marijuana-branding book to date. Additionally, Alexa speaks about marketing and branding cannabis businesses at local and national events. Alexa’s products and presentations on starting and running successful cannabis businesses have made her an in-demand and innovative expert in the cannabis business world.
Guest Post: Cash Management in the Cannabis Industry
Jeff Foster, Co-Founder, Jane, LLC
Interviewed by Vinnie Fiordelisi, Sr. Director of Corporate Communications, Jane, LLC
Jeff Foster, co-founder of Jane
For nearly two decades, Jeff Foster has worked with some of the world’s largest retailers and financial institutions to define, design, and implement e-commerce and retail payment processing and risk management solutions. Here he shares some advice and insights on cash management and financial services in the cannabis industry.
What is the state of cash management in the cannabis industry?
It’s a real mess. Employee theft is even higher than in bars and restaurants. Many of the dispensary owners we talk to say it’s as high as 10-15% of sales. Robberies are a real threat. The cash reconciliation process is time-consuming, costly, and susceptible to human error. But the biggest issue is it’s almost impossible to run a multi-million dollar business with all cash.
What are the common problems you hear from dispensary owners when it comes to them doing business effectively and simply?
The cannabis business has the most complicated legal and regulatory framework in the history of retail and many of the dispensary owners are first-time entrepreneurs. Combine these two things, further complicate it by a lack of banking and a business that is bustling seven days a week, and you find it extremely difficult to navigate this constantly evolving landscape.
What challenges do dispensaries face as it relates to financial services?
What challenges don’t they have? Very few have access even to depository banking, much less checking. Most cannot process credit or debit cards legitimately so they are on a strictly cash basis. So imagine having to make payroll, pay rent, or buy hundreds of thousands of dollars worth of product without the ability to write a check or send a wire. Most of the dispensary owners we talk to spend as much as 25% of their time simply managing this process. With full access to banking and financial services those same tasks would take almost no time at all.
Where do the federally regulated banks stand on working with cannabis businesses?
Marijuana is still a Schedule I drug, selling it is a felony, and the Bank Secrecy Act prevents banks from taking deposits known to be a result of a crime. This obviously makes the landscape particularly treacherous for a federally chartered bank.
I do believe more and more banks will get involved in the marijuana business. We are seeing it with the financial institutions we are working with in Colorado for our Triple Play program. There is too much momentum and popular acceptance to put the genie back in the bottle. So it is important for marijuana retailers to be prepared. Banks that do accept cannabis businesses are going to be very cautious and only accept clients that are unquestionably above board and fully transparent.
Any final advice for dispensary owners?
Yes, for dispensaries accepting Visa and MasterCard, my advice is to stop unless and until you have signed a contract that includes the name of the bank. I’ve been in payment processing for almost 20 years and our other company currently processes over $3 billion annually in Visa/MasterCard for some of the largest retailers in the world, so I have some knowledge on the subject. There are very few sponsor banks in the U.S. who will knowingly accept a merchant in the cannabis business and both Visa and MasterCard strictly prohibit utilizing a bank outside of the U.S. for domestic transactions.
Unfortunately some dispensary owners have been led to believe that if they have a terminal and their deposits show up in the bank that “it’s working.” Well that may be true, but I can nearly guarantee there is a break in the chain somewhere and that broken link can lead to fines in the hundreds of thousands of dollars and expulsion from the Visa/MasterCard network for life…just for a start.
Banking is coming. Credit card processing is coming. Dispensary owners need to focus on running their businesses within the framework established by the Department of Justice, the Financial Crimes Enforcement Network and their state and local laws regarding the sale of marijuana. If they do that, and remain patient, they will be first in line as legitimate financial services finally arrive.
Jeff Foster is co-founder of Jane, LLC, a Sponsoring level member of NCIA since July 2014. For nearly two decades, Jeff has worked with some of the world’s largest retailers and financial institutions to define, design and implement e-commerce and retail payment processing and risk management solutions. Jeff co-founded Jane after recognizing the overwhelming need for cash management and financial services solutions in the legal cannabis industry. As an innovator in financial services, Jeff is a sought-after expert and speaker. He has been quoted in numerous publications including; The Wall Street Journal, Business Week, The Financial Times, The Washington Post and The Washington Business Journal and has appeared on Bloomberg Television and ABC News. Jeff also speaks at countless financial services and cannabis trade shows globally, where he advocates and educates on everything from strategy and trends to best practices.
Guest Post: Tax Time – Using an LLC To Minimize Section 280E Selling Costs
Although there are many legal considerations when choosing the right type of legal entity for your business, one consideration that is often overlooked is Section 280E. Corporations, including S corporations, are required to pay reasonable salaries to owners and officers working in the business. By “reasonable” in this context we mean a certain minimum salary amount. This requirement is due to Social Security tax issues that are beyond the scope of this article. The point is that owners must draw a salary and if that owner is involved in selling, marketing and/or delivery, then these salaries are subject to disallowance under 280E.
IS A LIMITED LIABILITY COMPANY RIGHT FOR MY BUSINESS?
A Limited Liability Company is different in this regard. There is no requirement to pay a salary to the business owner who works the business. Instead the net profit of the business is the income reported by the owner. (This applies to both single-member LLCs as well as to multi-member LLCs that are taxed like partnerships.) When owners report net income rather than salary, then they have no salary expense to be disallowed under Section 280E.
CONSULT YOUR CPA
Note that this benefit does not have to be limited only to the founder-LLC member. It is possible, with proper advice and planning, to create an LLC structure whereby all of the workers get treated as LLC members. Such a structure could substantially reduce your 280E expenses and give you the competitive advantage you need to succeed.
Want to learn how to navigate the complex tax & legal landscape of the growing cannabis industry? Join us for NCIA’s first Cannabis Tax And Law Symposium on January 21-22, 2015 in San Diego, CA, offering CPE and/or MCLE credits to attorneys or accountants that attend to learn more about these important topics! Register today.
Luigi Zamarra, CPA, has been a member of NCIA since 2013. Luigi CPA is an accounting firm located in Oakland, CA, that helps all types of businesses and individuals with tax planning, tax compliance, and tax dispute services. Luigi specializes in the medical marijuana industry. He helps these businesses comply with IRC Section 280E so as to balance tax cost against audit examination risk.
*Disclaimer: NCIA does not provide legal or financial services or advice. Any views or opinions presented in this guest blog post are solely those of the author and do not necessarily represent those of the organization. You must not rely on the legal information on our website as an alternative to legal or financial advice from your lawyer or other professional services provider.
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