In states where marijuana is now legal, the presence of THC infused consumable products are more prevalent than ever before and as with traditional consumable products, the key to success is the repeat customer. What makes a customer come back for more, in my opinion there are a variety of factors:
-
- Product quality and uniqueness
-
- Product presentation, overall look and flavor
- Portion size and unit cost
If you are looking to make a THC infused consumable such as ice cream, consider an important topic of discussion. The amount of THC milligrams (mg) per serving and does the consumer understand it’s importance. The Cannabist wrote a helpful article back in 2014 for the “newbie” to infused product called Eight Tips on the Right Dose highlighting:
-
- Your experience level
-
- Listen to your body
-
- Never on an empty stomach
-
- Measuring by milligrams
-
- Different brands different consistency
-
- The waiting game (how long it takes to make an effect)
-
- Expect a different high
- What happens if you get too high
For the purpose of the article and my point, I believe it’s important that when consuming an infused product, the result should be a pleasant experience, happy customer and with the intention the consumer share their experience and become a repeat customer. As example, if a commercial producer such as Pillsbury Foods planned to enter into THC infused baked goods business, they would begin the process with a market strategy meeting. The topics may include, products for the initial launch, maximum number of products, portion size, marijuana type to use, THC mg per serving, customer feedback on their experience and education guide for the new consumer. The strategic plan meetings would go on for a number of months, tailored continually in an effort to maximize sales to build brand loyalty. As with any product, part of customer satisfaction is to understand the consumer’s impression they came away with.
My guess is, in THC infused consumables, many customers are first timers, have not smoked marijuana and have no reference point or understanding of their tolerance level. And the THC manufacturer, probably had not conducted a strategy meeting to collect intelligence and opinion to properly gain brand loyalty. In information gathering I have conducted, it appears that a high percentage of products entering the dispensaries are offered by first time entrepreneurs, with little to no product or market experience and “off the radar” concerns of post consumer experience. My opinion is the initial entrepreneur is most interested in being first out, get the customer high and make lots of money.
What I would propose to the startup, is to understand the best way to secure the repeat customer and build a loyal brand consumer. To accomplish the feat, I would suggest ways in which the manufacturer could educate the consumer to better understand a number of points.
-
- Factors determining an individual’s level of tolerance
-
- Are the effects of smoking vs. consuming similar
-
- The estimated wait time for THC to take effect
-
- Effects one can experience
-
- An individual’s dosage
- Product portion and options for mg per serving
Making a good quality and effective product is just one part of the puzzle. Establishing a satisfied customer that comes back for more is what will separate the short term armature from the long term professional. Contact
Darryl, he can help you understand the facets of making a successful product launch with a foreseeable and profitable future.
- Ethics In Using Madagascar Vanilla - November 21, 2023
- Money To Start Your Business - July 9, 2023
- Top 25 Common Myths About Ice Cream Co-Pack Manufacturers - April 22, 2023