Step 1

Identify impact variables

The medical cannabis market in the United States is experiencing increasing and restrictive legislation limiting the number of players and generating a race for customer acquisition. If price and accessibility are the drivers of this market, considering the low number of new patients, customer loyalty has become a structuring variable in the development of the company.

Step 1.1

Global environment

Variable

• Legal : Temporary licenses (2 years) and a restrictive legal environment
  Score d'importance 8 / 10

See examples of variables

Step 1.2

Market

Variable

• Competitors : Supply exceeds demand
  Score d'importance 9 / 10
• Consumers : Potential consumers scattered across NY state
  Score d'importance 7 / 10
• Market trend : Customer acquisition and retention
  Score d'importance 7 / 10
• Consumption trend : Price and accessibility drive the market
  Score d'importance 9 / 10

See examples of variables

Step 1.3

Peripheral network

Variable

• Clients : Low number of new patients entering the market
  Score d'importance 8 / 10

See examples of variables

Step 1.4

Internal system

Variables

• Physical infrastructure : High cost of setting up dispensaries
  Score d'importance 6 / 10

See examples of variables

Step 2

Redefine the business paradigm

In a new competitive market, the key to success is to increase the low number of incoming patients and reduce the number of outgoing patients. It is therefore necessary to build a relational ecosystem that allows you to quickly acquire the largest possible customer base while developing loyalty.

Step 3

Trace the trajectory

Leverage point 1

Quickly and sustainably capture strategic market shares.
How to differentiate yourself from the competition to quickly acquire and retain a critical user base in a highly regulated market?

Variables related to the issue:

• consumer trends
• competitors
• legal
• customers

See examples of variables

Step 3.1

Trace the trajectory

Leverage point 2

Building a system that allows accessibility to services while controlling the costs incurred to maintain competitive prices:
How to support an offer accessibility strategy without stressing the company's cash flow through heavy investments in physical infrastructure?

Variables related to the issue:

• Physical infrastructure
• consumers
• market trend

See examples of variables

Step 4

Reveal the no-brainer

Create an independent customer relationship channel to complement the physical Columbia Care dispensary network through a delivery service:

Step 4.1

Reveal the no-brainer

Development of a new brand specific to the delivery offer: Columbia Care at home

Step 4.2

Reveal the no-brainer

Creation of a relational channel through personalized communications and promotions upon delivery

Step 4.3

Reveal the no-brainer

Developing loyalty and brand preference through a focus on continuous improvement of the patient experience via an informational feedback system.