This post is the latest in our “Vertical Challenge” series. It’s our editorial focus for the month of October, including topics like vertical-specific strategies and the pros and cons of zeroing in on local business categories. See the rest of the series here.
A thriving cannabis market across the United States has opened the door to an entirely new industry vertical. With legal marijuana sales projected to reach $19 billion by the end of 2020, a virtual smorgasbord of technology firms has stepped in with plans to capture their share of this exploding space.
The cannabis vertical is filled with dispensaries, laboratories, growers, manufacturers, and on-demand delivery services. More broadly speaking, the industry is comprised of plant-touching businesses (growers, processors, dispensaries) and ancillary businesses (delivery apps, payment processors, technology solutions). What businesses in both of these categories rely on is marketing to attract and