CBD Company - Apothecanna
| Ranking and Market Share | #14 - 1.3% of overall market. 2018 sales: $8.3 million; 2017 sales: $5.5 million |
| Product Portfolio | Topicals and beauty/skincare products, sprays |
| Distribution Channels | Online, dispensaries, massage therapy offices, supplement stores |
| Positioning | Thoroughly specialized in topicals for all occasions: intimacy, circulation, pain/inflammation, etc. Known and trusted name using quality ingredients and focused one solid product category: Topicals. Particularly well-suited to casual, wealthy users and athletes who suffer from pain or inflammation |
Strengths
| Competitive Advantages | Well-established name in the cannabis space. Products are non-GMO, organic, non-artificial. Have established great reputation in cannabis-infused topicals |
| Core Competencies | Focused specifically on topicals and doing extremely well in that arena, not distracted by tinctures, vapes, etc. |
| Making the most money on | Topicals (pain relief) |
| Doing well | Innovating within a category (deodorants, intimacy oil, bug spray), but not trying to be everything to everyone |
Opportunities
| Beneficial trends | Growing interest in pain relieving topicals, especially where opioid crisis has taken hold |
| Niches competitors are missing | Every day and personal care products that are simple and approachable - e.g. moisturizing face cream, itch relief bug spray. Deodorant - interesting play but no clear benefit to adding CBD |
| Additional growth opportunities | Specialized topical needs, such as women's reproductive health |
Aspirations and Results
| Who do they want to be? | The first-choice CBD-infused topicals provider for pain sufferers, as well as a regular go-to for those with CBD-related needs across the spectrum (arthritis, tension headaches, acne) |
| Desire to be known for | Quality ingredients, responsible sourcing, accessible everyday products |
| Chief competitors | CW Hemp, Green Roads, Mary's |