Introducing the Brand Success Program

In a rapidly changing industry like cannabis, evergreen novices tend to occupy the same level playing field as legacy veterans.  

Like most industries however, certain newcomers tend to have “better luck” than others—which is to say, generational wealth, an extensive network of professional contacts, and rap sheets that are virtually nonexistent. 

In the absence of readily available capital and adequate support, entrepreneurs from traditionally marginalized groups have rarely gained the upper hand in most industries—let alone one that was built on nearly a century of their mass incarceration. 

Here at The Parent Company, we know that the path to a more equitable future takes more than just consciousness-raising.

It takes a commitment to giving historically underrepresented communities the tools they need to realize their potential, as well as the resources to ensure their continued success.  

To support promising Black and underrepresented minority talent as they carve their own path through the industry, TPCO invites budding entrepreneurs to take part in its Brand Success Program, a new Social Equity Venture for the next generation of cannabis leaders. 

If you are a Black or underrepresented minority business owner who is eager to take your project to the next level, read on for more information about the program and how to apply. 

Program Overview

The Brand Success Program pairs representatives from Black and underrepresented minority owned businesses with mentors across The Parent Company’s Sales, Marketing, and Retail Divisions.

TPCO team members will work closely with each brand to develop the best practices and operational procedures for their brand to not only grow but thrive in the legal cannabis industry. 

Comprehensive Support and Training 

Over the course of 12 weeks, we will walk participants through each stage of product development and identify the best practices for their operation. 

Through BSP, participants gain access to The Parent Company’s top-tier professional marketing services, consumer database, team of marketing experts, and promotion through blog posts, SMS ads, website banners, content development, and robust social media presence. 

We commit to helping each participant scale their business with opportunity for permanent placement on TPCO retail shelves and consideration for investment by SEV.

Importantly, even after the Brand Success Program’s twelve weeks are up, brands will be able to count on The Parent Company for auxiliary support from coordinating social media pre-launches to organizing activation events around California. 

Mentorship in All Areas  

OPERATIONS 

• Individualized mentorship in product, from pricing and sourcing to quality control
• Financial advice and legal counsel for all matters related to the brand’s day-to-day operations 

MARKETING 

• Retail marketing: Unlocking PADs (Product Attention Display); budtender education and appreciation; strategic swag
• Digital marketing: Navigating 3rd-party listings, SMS, email, site
• Creative marketing: photography, video, content generation

RETAIL 

• Virtual Focus Groups to measure monthly employee and customer feedback, as well as monthly on-site demo/activation feedback 

SALES

• Sales Forecasting 101, monthly review of sales, sales plan consultation and determining the number of retail stores and locations based on product/market fit.
  

By the time your brand delivers the goods to our retail shelves, you’ll have the skills and resources to approach any retailer and take on any challenge the industry throws your way. 

The Ideal Candidate

While brands at every stage of development are welcome to apply, those with a compelling story, high quality products, and some knowledge of how their brand fits into the cannabis market will be in the best position to distinguish themselves as candidates. 

How to Apply 

1. Confirm that your brand meets the Program’s eligibility requirements.

2. Submit your application to: [email protected]. Applications will be accepted on a rolling basis, and should include:

• Catalog with SKU descriptions and pricing
• Brand Story
• Menu Photos
  

3. Coordinate product sample delivery with Josh Shlenker, our Director of Merchandising. 

Our Product and Retail Teams will conduct a thorough review of each application and evaluate the products on quality, market fit, compliant packaging and price point. 

Quality of product is the most important factor out of all. We will only accept products with manufacturing dates less than 3 months old. 

Brand Success Program Graduates

For an idea of what we’re looking for, check out BSP’s inaugural cohort:

CRONJA

A Black- and veteran-owned cannabis lifestyle company and social equity brand based in Los Angeles. CRONJA offers exceptional-quality packaged indoor flower in premium packaging with fair pricing. The cannabis accessories are hand-crafted from premium leather and designed to complement the connoisseur-focused strain selection. 

CRONJA launched in select The Parent Company's stores on January 19th.    

Plaid America’s SUBSTANCE and SKEWVILLE

Based out of Venice, CA, both Substance and Skewville are art-centric brands known for 12-packs of premium prerolls that each have a unique donation model designed to propel racial equity. 

For each 12 pack of Substance prerolls sold, Plaid America donates $8.46 to help end mass incarceration, in homage to the last 8 minutes and 46 seconds of George Floyd's life. $2 per pack of Skewville goes toward prison art programs. 

Substance and Skewville will launch products at select stores on January 30th.

PEAKZ

After winning a distribution license via Oakland's Social Equity Program in 2018, The Peakz Company has been delivering luxury flower to premium dispensary shelves across California. Peakz is known for its curated strains; unique in-house designs; and high-level partnerships and creative collaborations. 

Peakz is scheduled to re-launch on February 3rd at select stores.

Disco Jays by MAKR House

Founded in Oakland, CA, MAKR is the creation of Amber Senter, a former medical cannabis patient who utilized the plant to cope with symptoms of a health condition. A house of brands creating accessible, high-quality cannabis products, MAKR House works to build inclusive supply chains. 

MAKR House will launch products in early February at select stores.

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For more information on the Brand Success Program and application process, please contact [email protected].