You probably remember the biblical tale of David versus Goliath. The seemingly weaker underdog uses his guile to defeat a physically stronger opponent with only a sling and a stone. The story is so common that it’s often used as a metaphor when referring to everything from sporting events to political races.
There’s a different David versus Goliath story you may not be familiar with that doesn’t have such a happy ending.
The United States was once hopping with small breweries that made exquisite handcrafted beers in small batches. Pride, care and attention to detail went into every drop that eventually worked its way into the hands of thirsty drinkers.
Prohibition changed the small brewery landscape forever.
The ban on alcoholic beverages from 1920 to 1933 put many of the smaller, David-like breweries out of business. The Goliaths of the industry like Anheuser-Busch swallowed up most of the others.
Here is a concrete example. Before Prohibition, 70 breweries operated in New York. After the ban was lifted, only 23 remained. By the late 1970s, there was none.
Goliath had defeated David.
Today, the cannabis industry is potentially facing many of the same obstacles as its alcohol brethren did during the Prohibition era. Mom-and-pop dispensaries are in danger of being swallowed up by big businesses. This means consumers could also suffer as the variety of product offerings becomes scarce and, well, bland.
It’s the difference between choosing amongst hundreds of amazing, handcrafted beers versus only Bud Light.
There is a new website on the scene, however, that can help the Davids of the cannabis industry fight off the menacing Goliaths.
A defense against big business
While major corporations aren’t yet swallowing up local cannabis dispensaries the way Anheuser-Busch did small breweries during the Prohibition era, the threat in the near future is quite real.
According to Forbes, “Retail sales in the U.S. (of cannabis in 2016) from 20 jurisdictions were $6.5 billion, but (…) that number is projected to grow to $30 billion by 2021.”
With so much money at stake, it’s only a matter of time before Goliath-size businesses try to swallow up local dispensaries at a furious rate.
These mom-and-pop establishments can prepare for battle now by utilizing technology and tools previously only available to big corporations — and it all starts with an easy-to-use website.
The best cannabis websites also use engaging content to give a crystal-clear view of products, including those grown, baked and rolled by the business itself.
The reviews on cannabis websites can have a powerful influence on consumer perception and decision-making. Currently, many sites allow for companies to pay for a spot at the top of search results, creating an inaccurate picture and unfair advantage. The solution is to only allow reviews from verified customers.
The powerful descriptions and vibrant imagery are fantastic ways for business owners to showcase their goods. Having this type of engaging content means it’s easier for stores to communicate value to their customers, get them excited about their products and ensure their needs are met.
A big reason major e-commerce players like Amazon are so popular is because they offer incredible deals.
One major problem: While you might enjoy a killer purchase with free shipping on the items you ordered, the small business is suffering because they are continuously undercut during these types of transactions.
That’s where a cannabis website can show that it is possible for a small business to win in an online arena.
Only a very small fee is charged per transaction. That means more money for local dispensaries to reinvest right back into their biz. Considering that 99.9 percent of all jobs in America are small-business jobs, this lack of undercutting is a huge economic driver for the entire country.
Cannabis sites make life better for you too
Returning to our Prohibition analogy: Would you be happy if you could only choose amongst a few watered-down beers? Or would you prefer to have a vast array of handcrafted, golden-ale beauties with comprehensive descriptions you could read before deciding what to buy?
Companies like IHeartJane are giving cannabis consumers this ability to sift through hundreds of products with all the details needed to ensure enjoyment.
Search functionality provides details on which strain is perfect for each situation. Going on a hike? The search engine will tell you which product is ideal for your stroll. Want something to mellow out while fishing with friends? IHeartJane will give you not only all the details about the perfect strain for your relaxing day by the lake, but also connect you to the closest dispensary that’s carrying it.
No more driving around aimlessly from dispensary to dispensary, hoping they have the product you want or randomly guessing which strain behind the counter will work best for your unique situation.
By using sites like IHeartJane, small businesses and consumers finally have a sling and stone of their own to defeat the Goliaths of the cannabis industry.