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The Top Mistakes to Avoid When Building a Cannabis Company

Originally aired: August 30th at 12pm CST 

With funding, ambition, a work ethic, and a great team, cannabis operators can find great opportunities in one of the country’s most dynamic industries. 

But in the past few years, the cannabis industry has endured falling prices, oversupply, federal prohibition, and no shortage of other complications. Facing such difficulties, companies must figure out which steps will take their company forward - and which mistakes they should avoid.  

In this on-demand Rootwurks webinar, you can hear two experts will discuss the top mistakes cannabis operators should avoid when building a company and how they can improve their chances for success. 

About this Webinar

In theory, starting a cannabis company shouldn’t be that tough. It’s an incredible product that has a giant, built-in, enthusiastic fan base and is available to ever more consumers as new markets open up across the country. But it is also a remarkably complex industry with no shortage of business calculations and legal and regulatory hurdles to overcome. 

Companies that have secured funding, designed a business plan and attained licenses still must take heed of the pitfalls that can endanger their odds of success.

From not knowing who your target audience is to not using data or budgeting appropriately, these mistakes are similar to ones that businesses make in other consumer goods industries. But these mistakes also reflect the unique characteristics of the cannabis industry and should be taken into account as part of a company’s strategic decision-making.

In the on-demand Rootwurks webinar, “The Top Mistakes to Avoid When Building a Cannabis Company,” you can hear Brian Holler of Concept Matrix Solutions and cannabis industry expert Angela Pih hold an in-depth look at the steps companies should avoid when building their cannabis dream. 

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Who Can Benefit?

Running a cannabis company can be a very fulfilling - and challenging - endeavor. This webinar will benefit anyone who is looking to start or expand a cannabis company or is just curious to know more about what it takes to increase your chances of success in the industry. 

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Viewers will learn the importance of:

  • Understanding your overall costs and financial modeling
  • Realizing not everyone is your target audience.
  • Having a thorough understanding of how to budget for sales, marketing, and business development
  • Using data in decision-making
  • Realizing that not everyone you deal with will have the same business acumen as you
  • Understanding the history of cannabis and its past and current culture.
  • Realizing how key budtenders are to success  and why you should prioritize education
  • Being willing to examine and accept growth and partnership opportunities
  • Understanding regulatory and compliance issues
  • Cutting through the hype - it doesn’t always equate to sales

Meet Your Speakers


Angela Pih - Cannabis Industry Expert

Angela Pih is a cannabis industry expert with years of experience in the industry, and in fashion, beauty, wellness, and premium lifestyle brands. Previously the Head of Marketing for StateHouse Holdings, Angela was also the  Chief Marketing Officer at CannaCraft, one of the largest cannabis companies in California.

Angela has won three Cannabis CLIOs and was named to Green Market Report's 2023 Women's Leadership Award in the Science & Research category. 

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Brian Holler - Chief Marketing Officer | Concept Matrix Solutions

Brian Holler is the Chief Marketing Officer at Concept Matrix Solutions, an innovative, technology-based manufacturing company that serves the cannabis industry. Holler has more than 15 years of experience in tech, startups, professional services, and CPG/retail.
He has built and developed teams that have scaled businesses and brands and has served as a fractional leader for several companies in the cannabis industry.

Our Webinar Partners

This event would not be possible without our partners’ insight and years of experience in the cannabis industry.

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Hosted by Rootwurks

Rootwurks is an e-learning and risk management company built by a team of experts with more than 100 years of combined knowledge and experience in compliance and safety training. After many years spent in senior roles at one of the largest food safety training companies in the country, our founders launched Rootwurks and built the Rootwurks Learning Experience Platform (LXP) to help companies navigate the complex and crucial safety and compliance demands in industries as varied and challenging as cannabis and food manufacturing.