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Ranking and Market Share |
#13 - 2.0% of overall market. 2019 sales: $49 million; 2018 sales: $32 million |
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Product Portfolio |
Tinctures (oil), liposomes, capsules, topicals, and drinks |
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Distribution Channels |
Online, natural food stores, medical and alternative care offices, CBD specialty stores, mass grocery retail chains |
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Positioning |
Publicly-traded company offering high-quality, organic, tested CBD products supported by medical practitioners and distributed across 40 countries, but primarily in USA (85%) |
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Competitive Advantages |
Publicly traded in Australia - which gives the company additional access to capital ($50 mm raise in mid-2019 to fund U.S. CBD expansion), as well as ability to cross-pollinate education and resources across countries and branches. Using partnerships with medical professionals to expand education on CBD and build brand recognition in medical space. Vertically integrated U.S. supply chain. |
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Core Competencies |
Vertical integration and scalable production; Relatively long history in CBD industry has helped establish brand recognition; Leveraging strategic partnerships with medical professionals and strong marketing campaigns to expand CBD education and build brand recognition/loyalty in strategic ways |
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Making the most money on |
Tinctures, capsules |
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Doing well |
Supply chain is tightly controlled, allowing for quality assurance; Maintain database of formulations which allows for quick response to new/shifting market demands; Strategically using local sourcing/resources to grow internationally in compliance with unique regulatory systems |
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Beneficial trends |
Growing interest in bioavailability, which Elixinol is working to increase and promote in its new products. Capitalizing on doctors’ growing willingness to recommend CBD to patients |
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Niches competitors are missing |
Positioning itself to appeal to doctors whose patients are seeking CBD recommendations based on medical expertise, experience, shared knowledge |
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New needs of customers |
Company is exploring skincare and pet markets (the latter via co-branding partnership with Pet Releaf) due to increased consumer demand |
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Additional growth opportunities |
Huge international growth potential - very well positioned in Japan, UK, also looking at Latin America, expanding in Europe; Expanding production out of vertically-integrated Colorado facilities where goods are manufactured, packaged and distributed, and which has the capacity to scale in response to increased demand - also provides opportunities for private labeling and bulk sales |
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Who do they want to be? |
Versatile company that meets growing and changing needs of CBD patients across the globe, supported by its platform addressing knowledge gaps between and among medical professionals, CBD manufacturers / processors, and potential consumers |
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Desire to be known for |
International, respected brand that promotes responsible, medical community-supported CBD usage and dosing |
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Priorities |
Growth through vertical integration and strategic partnerships in 40 countries. Seeking out beneficial partnerships, acquirement and JV opportunities |
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Results/milestones aiming to achieve |
Using Medical Professional Education portal it established to recruit new health and medical provider networks, expand patient base; Increased exposure following ramped up investment in marketing, such as billboards in Times Square on NYE |
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Chief competitors |
CV Sciences, CW Hemp, Irwin Naturals |