CBD Company - Diamond CBD


Ranking and Market Share

#16 - 1.7% of overall market. 2019 sales: $42 million; 2018 sales: $30 million

Product Portfolio

Tinctures (oils), vapes, edibles & drinks, topicals, skincare and beauty, capsules, and pet

Distribution Channels

Smoke shops, CBD specialty stores, dispensaries, online, natural food stores, doctors' offices, chiropractors, massage therapists, pet stores, gym/yoga


Wide selection of products tailored to both the classic cannabis consumer and a broader millennial customer base. The company is known for its product innovation and creative distribution channels, including mall kiosks and mobile sales vans


Competitive Advantages

Extensive online and brick-and-mortar presence, particularly in smoke shops; Excelling with vape and topical sales as well as leveraging wide variety of product types to draw in new customers looking to enter market or current users seeking alternative dosing methods

Core Competencies

Product diversity and innovation

Making the most money on

Vapes, topicals

Doing well

Increasing and diversifying sales outlets: mall kiosks, reward-based referral programs, giveaways. Utilizing influencers and celebrities for marketing (e.g. Tommy Chong and Lawrence Taylor).


Beneficial trends

Impending wave of new users seeking educational resources: The company maintains Education Center, a print magazine, and a marketing campaign to show the differences between THC and CBD. Offering many brand types to appeal to various CBD consumers, new and old, including sports medicine-related, pet-CBD, and medicinal products

Niches competitors are missing

Frequent development of innovative product types and delivery systems, such as CBD pet spray, relax shots, caramel corn, and oil delivered via squeeze package, help company reach new consumer niches

New needs of customers

Educating the mainstream consumer, bringing in new customers through referral program and giveaways, continued innovation in products

Additional growth opportunities

Prospects in Canadian, European markets. Recent addition of a THC-free, pharmacist-formulated CBD brand that will appeal to medicinal users and mainstream consumers

Aspirations and Results

Who do they want to be?

Become a name trusted for reliable, high-quality products, as well as a market leader in innovation

Desire to be known for

Its dedicated team of doctors and scientists performing research and development to bring a wide variety of interesting and effective CBD products to the mainstream on the world stage


Growth in international markets, diversification and expansion of retail channels

Chief competitors

Green Roads, CBDfx, CBDistillery

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