A Product Management Challenge: Pot

So that you suppose that you’ve got a tricky job, eh? Simply think about how laborious it have to be to the product supervisor who works for one of many new corporations that has simply popped as much as begin legally promoting marijuana! In the US, a handful of states now enable marijuana to be offered both for medical or for leisure functions. This implies that there’s a authorized marketplace for customers. Simply precisely the sort of scenario that requires a little bit of assist from a talented product supervisor with a well-thought out product growth definition.

The Drawback With Pot

In the US, the state of Colorado has legalized the leisure use of marijuana. Nevertheless, change occurs slowly and proper now how customers can get the marijuana that they need has not but caught up with the brand new demand for the product.

What this implies is that the pot dispensaries which might be at the moment the one locations the place individuals can legally purchase pot should not actually locations that you just’d wish to go. They’re dingy, poorly lit, and have bars on the home windows. The employees behind the counter put on hoodies and appear to be they smoke as a lot pot as they promote. All in all, this isn’t the kind of place that almost all regulation abiding residents would love to go.

An extra problem comes up when prospects try to buy marijuana. At present, the product that’s obtainable to customers goes by names like “Massive Buddha Cheese” and “Inexperienced Krack”. Simply precisely what’s being purchased right here?

Making Hashish Cool

The product managers who’ve been introduced in to remodel Colorado marijuana from an unlawful road drug to an on a regular basis leisure exercise have their fingers full. In some way they’ve to remodel the method of shopping for pot and make it extra like going to Walmart.

Step one within the course of is to alter the place marijuana will get bought. The brand new dispensaries now have intelligent names like “Aware” and they’re making an attempt to modernize the promoting of hashish. In these new shops, staff put on uniforms and the corporate brand is all over the place. If product managers can rebrand pot efficiently, then they will actually have one thing so as to add to their product supervisor resume.

The ultimate step within the rebranding of pot is to attempt to work it into extra of everybody’s on a regular basis life. What this has meant in Colorado is having the Colorado Symphony host exhibits known as “Classically Cannabis companies in Africa” and holding hashish cocktail events. Not content material with these efforts, a brand new yoga class known as “Vape and Vinyasa” has been launched together with a brand new smartphone app that enables the inserting of on-line pot orders.

What All Of This Means For You

Marijuana has turn out to be authorized to promote, purchase, and devour in numerous locations in the US. Now that there’s a product to be offered and customers who can legally purchase it, it is time for the product managers to step in. Nevertheless, pot has been unlawful for thus lengthy, what’s a product supervisor to do with this new sort of product with a purpose to make it successful? Our product supervisor job description by no means instructed us the right way to deal with this example!

In Colorado, the brand new corporations which have began to develop and promote marijuana have found that they’ve an issue. There isn’t a environment friendly approach to distribute their product. The few shops that at the moment promote pot are very seedy trying and are staffed by people who find themselves actually greatest suited to interacting with individuals who use unlawful medicine.

The brand new marijuana firm product managers are beginning to make adjustments with a purpose to develop their market share. They’re rebranding numerous ways in which individuals check with marijuana with a purpose to make it extra palatable to a bigger viewers. They’re additionally beginning to cross marijuana with different actions that their audience is taking part in.

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