Snoop Dogg 101: How to build an entire industry around marijuana

(5) “Invest in what you know”

The above is a common piece of advice given to investors that Dogg seems to be taking to heart. In February 2015, Dogg announced that he was working on creating an investment fund that would finance cannabis startup companies. The fund’s aim was to raise $25m to fund investments focused on technology related companies in the marijuana industry.

Dogg’s Casa Verde Capital also made a $10m commitment to delivery service Eaze in April 2015. Known as the “Uber for weed”, Eaze works with local drivers and dispensaries to deliver legalised marijuana to customers in 15 minutes.

Snoop Dogg in $10m investment to help marijuana startup Eaze create 50 jobs

According to Tech Crunch. Having a fund specifically to invest in marijuana companies “make a lot of sense”. It also highlighted that “the funds bets won’t have anything to do with the cultivation and production of the plant.”

It also seems like a good time to invest given that venture money is pouring into such startups, as was seen by Peter Thiel’s Founders Fund trying to give a huge push of $75m to the industry.

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(6) It’s all about branding and marketing – and knowing the laws that go hand-in-hand with your industry

Dogg’s Colorado-based company, Leafs by Snoop, includes eight strains of marijuana flower – Cali Kush, Northern Lights, Blueberry Dream and others. The same eight strains are available as concentrates, both wax and shatter. And the Leafs By Snoop edibles line includes chocolate bar flavors, cannabis drops, gummies flavors, fruit chews options and what Dogg calls “peanut butter gems”.

This array of options was always going to be needed to boost the industry – and Dogg believes he’s a world pioneer for “blazing a trail for the industry.”

Especially delightful is the brand’s decidedly luxurious packaging and identity courtesy of design studio Pentagram. It claimed to have avoided any cheesy clichés in order to develop a sophisticated and minimalist aesthetic that would appeal to a wide audience, not just stereotypical stoners. They also had to work within the legal confines of how marijuana could be presented – for example, the packaging must be opaque and child-proof.

It’s like working at the end of Prohibition,” said Pentagram’s Emily Oberman in a blog post. “Everything is changing, all the time. Laws change from week to week, and affect what you can do. It’s incredibly exciting, but it’s also difficult, so we had to keep it simple.”

The laws around cannabis packaging also dictate that edibles can’t be described as sweets. Pentagram got around this by cleverly calling them Dogg Treats. As a cheeky weed reference, Leafs by Snoop is abbreviated across the products as “LBS,” a play on buying in bulk.

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Conclusion

As new ways to produce, distribute and consume marijuana emerge, who better to evaluate them professionally than Dogg, who has already spent years evaluating all manner of marijuana products recreationally?

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