CASE STUDY
Branding, business planning and product development
BRANDING, BUSINESS PLANNING AND PRODUCT DEVELOPMENT
IMMERSION & ALIGNMENT
STRATEGY & Brand Strategy EXPRESSION
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Interviews Consumer research & trends Competitive audit Segmentation & personas Development of hypothesis Brand scenario
Brand architecture & strategy Naming Trademarks Legal Strategy Identity system & guidelines Packaging concepts
RICHMOND & MARKETING • • • • •
Strain hunting & Extract testing Richmond facility rental & application Bay Area market audit & personas Content, media, PR, social and trade marketing planning Marketing budgets and KPIs
COMPETITIVE AUDIT
CONSUMER RESEARCH IN 4 MARKETS
Homemade - inconsistent
Very High Dosages
ADDITIONAL FINDINGS ACROSS PERSONAS
Unclear Effects
SEGMENTATION AND PERSONAS
BRAND HYPOTHESIS
BRANDING, BUSINESS PLANNING AND PRODUCT DEVELOPMENT
IMMERSION & ALIGNMENT
STRATEGY & Brand Strategy EXPRESSION
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Consumer research & trends Competitive audit Segmentation & personas Development of hypothesis Brand scenario
Brand architecture & strategy Naming Trademarks Legal Strategy Identity system & guidelines Packaging concepts
EXECUTION
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Product development Richmond facility rental & CUP Bay Area market audit & personas Content, media, PR, social and trade marketing planning Marketing budgets and KPIs
OLO COMES FROM THE WORD ‘OLOGY’ GREEK FOR SCIENTIFIC STUDY
OLO BRAND ARCHITECTURE Brand book
Trademark Protection website
BRANDING, BUSINESS PLANNING AND PRODUCT DEVELOPMENT
IMMERSION & ALIGNMENT
STRATEGY & Brand Strategy EXPRESSION
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Consumer research & trends Competitive audit Segmentation & personas Development of hypothesis Brand scenario
Brand architecture & strategy Naming Trademarks Legal Strategy Identity system & guidelines Packaging concepts
EXECUTION
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Product development Team recruitment Richmond facility rental & CUP Bay Area market audit & personas Content, media, PR, social and trade marketing planning Marketing budgets and KPIs
PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT ID 24 specific strains
+/- 30 patients in Bay Area 5 days a week
Surveys every 20 minutes
!"#$%&'()&"*#!'+#,+,!$Objective: To obtain 12 overall samples of Cannabis with the parameters of matching strains to dialed in effects. 4 different effects/moods will be needed, with 3 strains for each mood. Method: In order to obtain truly definitive results, we would put together a consortium of 3-5 Cannabis experts, with the addition of 1-2“blind” participants. The experts would spend up to 1 week discussing strains, coming to a 6-8 strain per “mood” consensus. At this point, we would gather and purchase each strain at a quantity TBD, based upon participants and quantity needed for client. All samples would be 100% organic, ensuring no outside chemicals impacting the judging. Then, we would come up with a judging scale and gather to smoke. The participants would then smoke each sample and judging them on the scale specific to that mood. We would use experts, who would come in with a detailed knowledge of each strain, as well as the “blind” participant, who would come in with a much more casual knowledge of strains, in order to ensure there weren’t preconceived ideas of what the strains were. We would aim to smoke anywhere from 4-6 strains a day, depending on what the moods are, and keep our diets and activities similar to try to keep the outside influences to a minimum. Additionally, we'd tailor our activities to best reflect the mood being looked for. For example, if the desired effect was to enhance working out, we'd all smoke and work out each day to see which one was the best pre workout enhancer. Deliverables: We would deliver 12 samples by October 12th, including all judging for transparency. Location: This would take place in San Francisco with all Prop 215 patients.
Participants: Doug Cohen, CEO of 99th Floor, a truly high end Cannabis Cuisine experience, featured in everything from Grubstreet and Thrillist to High Times and Complex, would manage the project. Bamboo, the CEO of The Highest Grade, an award winning CO2 extraction company, including Best Vape Cartridge at the Chalice Cup and Highest Pinene and Limonene Extract at the Terpene Festival, as well as a partner in legendary seed company Coastal Seeds, would be a judge and help gather samples. Other participants would be TBD, but would be of similar esteem within the industry. Cost: All in costs, including travel, all samples, all participant fees , etc would be $30,000 for 4 Experts and 2 Blind Participants. Prices can be adjusted based upon desired number of participants.
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+/- 300 patient test sessions + 1000 completed surveys
SIMILAR VAPE AND ORAL FILM PATIENT TRIALS
Results
THE TEAM
Project (Make)
C3
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Extraction Formulations
Food Scientists Abbye Williams & Mary Mulry Food scientists and chefs specializing in bringing food products to market.
Made By Science • • • •
Delivery System Encapsulation of active Manufacturing SOPs Product Development
Scientists & Doctors Dr. Earleywine Professor of Psychology at SUNY Albany Author of Understanding Marijuana and High Times Column Ask Dr. Mitch. NORML Board. Dr.Gengo Clinical pharmacologist at the DENT Neurological Institute.
Legal Team Vicente Sederberg Milo Group
Richmond Consultants Angie Kwong & Bob Bowen specialist in procurement, manufacturing and QC.
RICHMOND
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20 year lease on 7,000 Sq foot facility Conditional Use Permit for infused-products manufacturing license (Type 6)
Packaging Design
MARKETING
Ultra Luxury Packaging Formal
PR & Social Media Budtender packs
Go To Market Plan
Instore Promotions
Advertising & Media
POP Instore Display
THANK YOU!
MARKETING
COURTNEY, 41, SAN FRANCISCO, NOE VALLEY Overall attitude to cannabis and usage occasions. Why choose OLO? Concerned about the effects of cannabis on children, she doesn’t want her kids to know she uses it or see her smoking or vaping. She won't keep THC-infused sweets or foods in the house due to the possibility of an accidental ingestion by a family member. She’s interested in alternatives to pharmaceutical anti-anxiety medication, wishes to reduce her alcohol intake and maintain fitness. The idea of a sublingual appeals to her because of its discreet packaging, ability to remain functional and ease of use.
Media/Interests
Courtney is 41 and married with children. With a college education, and a full time career, she is busy, harried and seeking ways to relax and balance stress in her everyday life. She is no longer interested in the party lifestyle. She’s focused on her family, workplace and friends. She is looking to maintain control while tapping into more positive ways to unwind.
Interests: Zumba or other aerobic workouts, gardening, book clubs or female focused gatherings, spa days or wine tastings. Media habits. Sunset Magazine, Real Simple, other lifestyle magazines. Socially aware and cares about the environment and racial equality.
Products
ERNIE, 58, SANTA CRUZ Overall attitude to cannabis and usage occasions. Why choose OLO? With some experience of cannabis in his youth, he may smoke occasionally as a way to relax, or when hanging socially with his buddies. Usually he finds today's cannabis varieties much too strong, and his wife hates the smell. He's invested in a few vape pens but finds them poorly designed. He's interested in edibles but most of the high-potency, sugar-and-fat laden baked goods or chocolates available in dispensaries don't appeal to him or conflict with health conditions. He doesn't like winging it or something that requires guesswork. OLO is a way for Ernie to recapture his youth or enhance outdoor activities.
Media/Interests A suburban man in his 50s, Ernie achieved a college education and raised children. Semi-retired or retired, Ernie built a successful landscaping business into an ongoing enterprise that supports him and his family. He now enjoys rebuilding motorcycles, playing in a band and woodworking as a hands-on hobby related to his former business. While Ernie feels his body slowing down, he's not yet ready to give up favorite pursuits. He's healthy in general, but must manage a common chronic condition such as diabetes or high blood pressure.
Activities include hiking with his dog, riding motorcycles, surfing and golf. He cares about the environment and supports the Surfrider Foundation.
Products
NATALIE, 28, OAKLAND Overall attitude to cannabis and usage occasions. Why choose OLO? While Natalie has tried cannabis previously and liked it, she finds that she has a low tolerance and doesn't identify with cannabis culture. Using a low dose of cannabis that's easily controlled allows her to enhance experiences shared with friends such as concerts, gallery openings, or days at the beach. She has visited dispensaries but now prefers to use delivery services.
Media/Interests Interests: Running, beach, jogging, spin class, reading, art or fashion design Well-educated and career-driven, Natalie is a techsavvy woman in her mid to late 20s. Living in a house or apartment with several roommates, she travels frequently and enjoys jogging, kickboxing and spin class. Relentlessly self-improving, she strives for perfection but frequently finds herself overwhelmed. Keeping up with trends and pop culture, Natalie works in media. She reads on her smartphone often, uses lots of apps to manage her daily life, and considers herself well-informed about politics and current events. Stylish, well-dressed and nicely groomed, Natalie is status-conscious and seeks out the latest hip, high-end designer brands for shoes, handbags and sunglasses.
Environmental Instagram Women’s Fashion and lifestyle Refinery 26
Products
JEREMY, 29, SAN JOSE Overall attitude to cannabis and usage occasions. Why choose OLO? He has friends who are heavy flower users but he's put off by too strong dab hits and inelegant bongs and joints. He enjoys vape pens and is attracted to the fast acting, focused effects provided by sublinguals. Seeking a way to lower his inhibitions and enjoy social gatherings without the sloppiness of drinking alcohol, Jeremy finds that a low dose of cannabis reduces his anxiety and helps him connect better with those around him while maintaining his intellectual abilities.
Media/Interests Interests: Video games, virtual reality, sci-fi movies, robotics, 3D printing and futurism. Tech magazines
An avid gamer, sci-fi fan and self-identified "geek," Jeremy is in his late 20s unmarried with no kids, living alone or with roommates. He works in tech, and enjoys reading about scientific advances in various fields. If he enjoys exercise, it's solitary activities like swimming, running or road biking that appeal to him.
Products